Advertising in Chicago Midway International Airport (MDW)

*All metrics are based on a 4-week advertising campaign

Situated in the bustling city of Chicago, Midway International Airport serves as a key gateway for millions of travelers and a prime advertising hotspot. This thriving airport connects over 22 million passengers annually, reflecting the diverse and energetic spirit of Chicago itself. At MDW, advertising goes beyond conventional boundaries, engaging a global audience while showcasing local culture and innovation. Here, each advertisement becomes an essential component of an ongoing conversation among various cultures, industries, and countless travelers.

Why advertise at MDW?

Midway International Airport is a key player in the world of airport advertising, offering unique opportunities for brands to connect with millions of passengers. Notable features of MDW include:

• Accessibility: MDW is conveniently located near downtown Chicago, making it a popular choice for both business and leisure travelers.
• Efficiency: The airport is known for its efficient operations, allowing passengers to quickly navigate through security and boarding processes.
• Diverse audience: MDW serves a wide range of passengers, including international travelers, providing advertisers with a broad audience to target.
• Innovative advertising opportunities: MDW offers a variety of unique advertising formats, such as digital displays and experiential marketing, to help brands stand out and engage with passengers.

Chicago Market

• Population: Chicago is the third-largest metropolitan area in the United States, with a population of over 9.5 million people, according to the U.S. Census Bureau. This large population provides advertisers with a vast audience to target in the Chicago market.
• Economic growth: Chicago boasts a diverse economy, with major industries such as finance, manufacturing, healthcare, and technology. The city is home to numerous Fortune 500 companies, including Boeing, McDonald's, and Walgreens, offering advertisers the opportunity to reach influential business professionals.
• Cultural diversity: Known for its rich cultural heritage, Chicago has a diverse population that includes a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to target a wide range of audiences and demographics in the Chicago market.
• Entertainment and sports: Chicago is a hub for entertainment, hosting various events, concerts, and festivals throughout the year. The city is also home to several professional sports teams, including the Chicago Bears (NFL), Chicago Bulls (NBA), Chicago Cubs (MLB), and Chicago Blackhawks (NHL), attracting millions of fans and providing additional advertising opportunities.
• Education and innovation: Chicago is a center for higher education, with prestigious institutions such as the University of Chicago, Northwestern University, and the Illinois Institute of Technology. This concentration of academic institutions fosters a culture of innovation and research, making the city an attractive market for advertisers targeting tech-savvy and educated audiences.

Chicago Audience

• Local residents: Chicago's population of over 9.5 million people consists of a diverse mix of residents, including young professionals, families, students, and retirees. This diversity offers advertisers the opportunity to target specific demographic groups or appeal to a broader audience in the Chicago market.
• International tourists: Chicago is a popular tourist destination, attracting millions of visitors each year. According to Choose Chicago, the city welcomed over 58 million tourists in 2018, with a significant portion coming from international destinations. This presents a unique opportunity for advertisers to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: Chicago is a linguistically diverse city, with over 140 languages spoken by its residents. This presents both a challenge and an opportunity for advertisers, as they must consider language barriers and cultural nuances when crafting their messaging. By creating multilingual campaigns or incorporating visual storytelling, brands can effectively communicate with a wider audience.
• Interests and lifestyles: The Chicago audience is characterized by a wide range of interests and lifestyles, from arts and culture enthusiasts to sports fans and foodies. Advertisers can tap into these passions by aligning their campaigns with popular events, local attractions, or trending topics, creating a stronger connection with their target audience.
• Highly connected: Chicagoans are known for their fast-paced, always-on-the-go lifestyle, and this extends to their digital habits as well. With high smartphone penetration and a strong presence on social media platforms, the Chicago audience is highly connected and receptive to digital advertising. Brands can leverage this connectivity to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences.

Types of Airport Advertising

Here are some of the most common advertising platforms at MDW:

• Video walls: Large, eye-catching digital displays strategically placed throughout the airport, such as in waiting areas or near baggage claim, showcasing engaging video content to capture the attention of passengers.
• Airline lounges: Premium spaces where advertisers can target affluent travelers with high-quality print ads, digital displays, or sponsored amenities, such as branded charging stations or Wi-Fi access.
• Security areas: High-traffic zones where brands can place ads on security trays, dividers, or even on the floor, ensuring maximum visibility as passengers navigate through the security process.
• In-flight videos: Captive audience opportunities where advertisers can showcase their products or services through pre-roll video ads, sponsored content, or branded entertainment during in-flight entertainment programming.
• Interactive kiosks: Touchscreen displays placed throughout the airport, allowing passengers to access information, wayfinding, or even games, while also serving as a platform for targeted advertising.

These examples represent just a fraction of the numerous advertising opportunities available at airports, with many more innovative formats and placements designed to engage and captivate travelers.

Airport price breakdown

Billboard pricing in Chicago varies, with some options available at no cost, while others can reach significant amounts:

• Average Price: The average price for a billboard in Chicago is approximately $31,247.45, reflecting the diverse range of advertising options and locations available in the city.
• Median Price: The median price for billboards in Chicago is $0, indicating that there are numerous affordable or even free advertising opportunities for brands to take advantage of.
• Lowest Price: The lowest price for a billboard in Chicago is also $0, showcasing the accessibility of outdoor advertising for businesses of all sizes and budgets.

Airport Impression and CPM Metrics

In this section, we'll analyze the impressions and CPM metrics for the given data:

• Total Impressions: The total number of impressions for this dataset is approximately 3,009,503,000, representing the combined reach of all advertising campaigns.
• Average Impressions: On average, each advertising campaign generates around 3,656,748,000 impressions, showcasing the potential impact of these campaigns on the target audience.
• Median Impressions: The median number of impressions for this dataset is 0, indicating that there may be a significant disparity between the highest and lowest performing campaigns.
• Average CPM: The average cost per thousand impressions (CPM) for these campaigns is approximately $895.10, reflecting the cost-effectiveness of reaching a large audience through these advertising efforts.
• Median CPM: The median CPM for this dataset is $3.04, suggesting that there are affordable advertising options available for businesses with varying budgets.

Some of the top airport ad providers for MDW

Here are some of the top providers for advertising at MDW:

• Clear Channel Airports offers a wide range of advertising solutions at major airports, including Midway International Airport.
• Intersection (United Club) provides advertising opportunities within premium airline lounges, targeting affluent travelers at MDW.

Other formats for advertising in Chicago

A closer look at the data reveals the depth and breadth of the advertising opportunities available in Chicago:

• Static Billboards: Static billboards generate approximately 274,000 impressions with an average CPM of $382.75. This classic advertising medium offers a consistent presence and high visibility in the Chicago market.
• Billboards: Billboards receive around 28,000 impressions and have an average CPM of $313.22. This traditional yet impactful medium offers visibility like no other, making it a staple in outdoor advertising strategy.
• Street Furniture: Street furniture garners about 274,000 impressions with an average CPM of $49.61. This versatile advertising option allows brands to reach pedestrians and commuters in high-traffic urban areas.
• Wheat Pastings: Wheat pastings achieve approximately 307,000 impressions and an average CPM of $25.38. This creative and eye-catching medium enables advertisers to make a bold statement in the urban landscape.
• Wallscapes: Wallscapes generate around 324,000 impressions with an average CPM of $137.88. These large-scale advertisements create a powerful visual impact, capturing the attention of passersby and motorists alike.
• Retail Venues: Retail venues receive about 36,500 impressions and have an average CPM of $822.24. This targeted advertising platform allows brands to engage with consumers in a shopping mindset, driving purchase intent and brand awareness.
• Transit: Transit advertising has an average CPM of $1,961.16. This medium offers high visibility and frequency, reaching commuters and travelers throughout the city.
• Bus: Bus advertising generates approximately 19,600,000 impressions with an average CPM of $2.78. This mobile advertising platform allows brands to reach a wide audience as buses travel throughout the city.
• Taxi: Taxi advertising achieves around 12,500,000 impressions and has an average CPM of $6.00. This on-the-go advertising medium offers high visibility and the opportunity to target both passengers and pedestrians.
• Everything Else: Other advertising formats garner about 83,000 impressions with an average CPM of $206.47. These diverse options provide advertisers with unique opportunities to reach their target audience in the Chicago market.

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