Advertising in Denver International Airport (DEN)

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

Situated in the thriving city of Denver, Denver International Airport serves as a key gateway to the Rocky Mountains and a top-tier advertising platform. This bustling airport connects over 69 million passengers annually, showcasing the vibrant spirit of Denver and its surrounding areas. At DEN, advertising goes beyond conventional boundaries, engaging a diverse audience while emphasizing local culture and innovation. Each advertisement at Denver International Airport is not just a message, but a vital component of an ongoing conversation among travelers, industries, and cultures.

Why advertise at DEN?

Denver International Airport (DEN) is a major hub for travelers and offers a unique advertising platform. Here are some notable aspects of DEN:

• Art and culture: DEN showcases local art and culture through various installations and exhibits, creating a memorable experience for travelers.
• Connectivity: With nonstop flights to over 200 destinations, DEN connects passengers to major cities across the U.S. and around the world
• Environmental initiatives: DEN is committed to sustainability and has implemented various green initiatives, such as solar power and electric vehicle charging stations. Innovative advertising: Advertisers at DEN can take advantage of cutting-edge digital displays and interactive advertising opportunities to engage with a diverse audience.

Denver Market

• Population: Denver is the 19th-largest metropolitan area in the United States, with a population of over 3 million people, according to the U.S. Census Bureau. This growing population offers a diverse audience for advertisers to target.
• Economic growth: Denver has a strong and diverse economy, with major industries including aerospace, telecommunications, energy, and healthcare. The city is also home to several Fortune 500 companies, such as DISH Network, Ball Corporation, and DaVita, providing ample advertising opportunities for businesses.
• Cultural diversity: Denver is known for its rich cultural heritage and diverse population, which includes a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to target a wide range of audiences and demographics in the Denver market.
• Entertainment and sports: The city is a hub for entertainment, hosting major events, concerts, and festivals throughout the year. Denver is also home to several professional sports teams, including the Denver Broncos (NFL), Denver Nuggets (NBA), Colorado Rockies (MLB), and Colorado Avalanche (NHL), attracting millions of fans and providing additional advertising opportunities.
• Education and innovation: Denver is a center for higher education, with prestigious institutions such as the University of Denver, Metropolitan State University of Denver, and the University of Colorado Denver. 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.

Denver Audience

• Local residents: Denver's population of over 3 million people consists of a diverse mix of young professionals, families, students, and retirees. This variety allows advertisers to target specific demographic groups or appeal to a broader audience in the Denver market.
• Outdoor enthusiasts: Denver's proximity to the Rocky Mountains and numerous parks attracts outdoor enthusiasts who enjoy activities like hiking, skiing, and mountain biking. Advertisers can capitalize on this passion by aligning their campaigns with outdoor events, local attractions, or popular recreational activities.
• International tourists: Denver welcomes millions of tourists each year, with its vibrant arts scene, sports events, and outdoor attractions. This influx of visitors presents a unique opportunity for advertisers to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: Denver's diverse population speaks a variety of languages, presenting both a challenge and an opportunity for advertisers. By creating multilingual campaigns or incorporating visual storytelling, brands can effectively communicate with a wider audience and consider language barriers and cultural nuances.
• Interests and lifestyles: The Denver 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: Denver residents are known for their active, on-the-go lifestyle, which extends to their digital habits as well. With high smartphone penetration and a strong presence on social media platforms, the Denver 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 DEN:

• Video walls: Large, high-resolution digital screens strategically placed throughout the airport, displaying eye-catching visuals and engaging content. For example, a travel agency could showcase stunning images of popular destinations to entice passengers to book their next vacation.
• Airline lounges: Exclusive spaces for premium passengers, where advertisers can target a high-income audience with luxury products and services. For instance, a high-end fashion brand could display their latest collection in a lounge, appealing to affluent travelers.
• Security areas: High-traffic zones where passengers spend time waiting in line, providing an opportunity for advertisers to capture their attention. An example could be a technology company promoting their latest gadgets with engaging visuals and product demonstrations.
• In-flight videos: Captive audience entertainment during flights, where advertisers can showcase their products or services through engaging video content. For example, a car rental company could advertise their services to passengers, encouraging them to book a vehicle upon arrival at their destination.
• Baggage claim areas: Another high-traffic zone where passengers wait for their luggage, offering advertisers the chance to engage with a captive audience. A local hotel could promote their accommodations and special offers to entice travelers to book a stay.

These are just a few examples of the many advertising opportunities available at airports like DEN, with countless other platforms and formats to explore and leverage for maximum impact.

Airport price breakdown

Billboard pricing in Denver varies, with options to suit different budgets and advertising goals:

• Average Price: The average price for a billboard in Denver is approximately $21,938.76, catering to advertisers seeking a prominent presence in the market.
• Lowest Price: The lowest price for a billboard in Denver is around $3,500, offering cost-effective advertising solutions for businesses looking to maximize their reach without breaking the bank.

Airport Impression and CPM Metrics

Impressions and CPM metrics provide valuable insights into the reach and cost-effectiveness of advertising campaigns:

• Total Impressions: The total number of impressions for the campaign is approximately 1,348,676,000, representing the overall reach and visibility of the advertisements.
• Average Impressions: On average, each advertisement in the campaign receives about 2,629,000 impressions, indicating the typical exposure for individual ads.
• Average CPM: The average cost per thousand impressions (CPM) for the campaign is approximately $5.97, providing a measure of the cost-effectiveness of the advertising efforts.
• Median CPM: The median CPM for the campaign is around $2.29, offering a more balanced perspective on the cost per thousand impressions across all advertisements.

Some of the top airport ad providers for DEN

Here are some of the top providers for advertising at Denver International Airport:

• Clear Channel Airports offers a wide range of advertising solutions at airports, including digital displays, banners, and interactive experiences.
• Intersection (United Club) specializes in creating engaging advertising experiences in premium airport spaces, such as airline lounges and high-traffic areas.

Other formats for advertising in Denver

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

• Static Billboards: In Denver, static billboards get over 428,000 impressions with an average CPM of $62.40. This traditional form of advertising continues to provide a strong presence and high visibility in the market.
• Digital Billboards: Digital billboards in Denver receive over 40,000 impressions with an average CPM of $36.34. This modern and dynamic medium allows for greater flexibility and targeting capabilities, making it an attractive option for advertisers.
• Street Furniture: Street furniture advertising in Denver generates over 271,000 impressions with an average CPM of $26.77. This type of advertising integrates seamlessly into the urban landscape, providing a unique opportunity to engage with pedestrians and commuters.
• Wheat Pastings: Wheat pastings in Denver receive over 5,922,000 impressions with an average CPM of $16.88. This creative and eye-catching medium allows advertisers to make a bold statement and connect with their audience in a more artistic way.
• Wallscapes: Wallscapes in Denver generate over 422,000 impressions with an average CPM of $156.70. These large-scale advertisements create a powerful visual impact, capturing the attention of both pedestrians and motorists.
• Retail Venues: Advertising in retail venues in Denver receives over 37,000 impressions with an average CPM of $34.99. This targeted approach allows advertisers to reach consumers in a relevant and contextually appropriate setting.
• Transit Advertising: Transit advertising in Denver generates over 7,346,000 impressions with an average CPM of $13.31. This highly visible medium allows advertisers to reach a diverse audience of commuters and travelers throughout the city.
• Bus Advertising: Bus advertising in Denver receives over 5,143,000 impressions with an average CPM of $22.50. This mobile medium offers advertisers the opportunity to reach a wide audience while on the move, creating a strong presence throughout the city.
• Window Scapes: Window scapes in Denver have an average CPM of $11.96. This visually appealing medium allows advertisers to create immersive experiences that engage consumers and enhance their connection with the brand.
• Everything Else: Other advertising opportunities in Denver generate over 348,000 impressions with an average CPM of $44.85. This diverse range of options allows advertisers to explore unique and innovative ways to connect with their target audience.

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