Advertising in Bradley International Airport (BDL)

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

Situated in the thriving region of Hartford, Bradley International Airport serves as a key gateway to New England and a prime advertising opportunity. This bustling airport connects over 6 million passengers annually, showcasing the rich culture and innovation of Hartford. At BDL, advertising goes beyond conventional boundaries, engaging a diverse audience while emphasizing local charm and progress. Here, each advertisement contributes to an ongoing conversation among cultures, industries, and millions of travelers.

Why advertise at BDL?

Bradley International Airport (BDL) offers a unique advertising experience with its diverse audience and local charm. Some notable aspects of BDL include:

• Gateway to New England: As a key gateway to the region, BDL connects travelers to the rich culture and innovation of Hartford.
• Local charm: Advertising at BDL emphasizes the local charm and progress of the Hartford area.
• Diverse audience: BDL's advertising engages a wide range of cultures, industries, and travelers, contributing to an ongoing conversation.

Hartford Market

The Hartford Market boasts several notable features that make it an attractive location for advertisers:

• Population: Hartford is the fourth-largest city in Connecticut, with a population of over 120,000 people, according to the U.S. Census Bureau. The Greater Hartford metropolitan area has a population of over 1.2 million, providing a sizable audience for advertisers.
• Economic growth: The city has a diverse economy, with major industries including insurance, healthcare, and manufacturing. Hartford is known as the "Insurance Capital of the World" and is home to several Fortune 500 companies, such as Aetna, Cigna, and The Hartford.
• Cultural diversity: Hartford is known for its rich cultural heritage and diverse population, which includes a mix of ethnicities, races, and backgrounds. This diversity offers advertisers the opportunity to target a wide range of audiences and demographics.
• Entertainment and sports: The city offers various entertainment options, hosting events, concerts, and festivals throughout the year. Hartford is also home to the Hartford Yard Goats (MiLB) and Hartford Athletic (USL), attracting sports fans and providing additional advertising opportunities.
• Education and innovation: Hartford is a center for higher education, with prestigious institutions such as Trinity College, the University of Hartford, and the University of Connecticut School of Law. 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.

Hartford Audience

• Local residents: Hartford's population of over 120,000 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 within the Greater Hartford metropolitan area, which has a population of over 1.2 million.
• Regional tourists: As a key gateway to New England, Hartford attracts regional tourists interested in exploring the area's rich culture, history, and natural beauty. Advertisers can capitalize on this influx of visitors by showcasing their brand to potential customers from neighboring states and beyond.
• Language diversity: Hartford'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 Hartford 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 educated: With prestigious institutions such as Trinity College, the University of Hartford, and the University of Connecticut School of Law, Hartford's population is highly educated. Advertisers can target this tech-savvy and knowledgeable audience by focusing on innovation, research, and academic achievements.
• Highly connected: Hartford residents are highly connected, with widespread smartphone usage and a strong presence on social media platforms. 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 BDL:

• Video walls: Strategically placed video walls throughout the airport can display eye-catching visuals and animations, capturing the attention of passengers as they navigate the terminal. For example, a brand could showcase a dynamic product demonstration or a captivating promotional video.
• Airline lounges: Advertising in airline lounges targets a captive audience of premium passengers, who often spend extended periods in these spaces. Brands can place print ads in lounge magazines, sponsor amenities, or even create branded experiences within the lounge, such as a pop-up shop or product sampling station.
• Security areas: Security checkpoints are high-traffic areas where passengers spend a significant amount of time. Advertisers can take advantage of this captive audience by placing ads on security trays, dividers, or even the conveyor belts, ensuring maximum visibility for their message.
• In-flight videos: In-flight entertainment systems provide an opportunity for advertisers to reach passengers during their flight. Brands can create engaging video content, such as short films, branded content, or commercials, to be played before or during the in-flight entertainment programming.
• Baggage claim: The baggage claim area is another high-traffic location where passengers often spend time waiting for their luggage. Advertisers can place ads on carousel banners, digital screens, or even wrap entire baggage carousels in branded graphics to make a lasting impression.

These examples are just the tip of the iceberg, as there are countless other advertising opportunities available throughout the airport, from static billboards to interactive kiosks and beyond.

Airport price breakdown

Billboard pricing in Hartford varies depending on factors such as location, size, and visibility. Here's a breakdown of the average, median, and lowest prices for billboards in the area:

• Average Price: The average price for a billboard in Hartford is approximately $3,500 per month.
• Median Price: The median price for a billboard in Hartford is around $3,000 per month.
• Lowest Price: The lowest price for a billboard in Hartford can be as low as $1,500 per month.

Airport Impression and CPM Metrics

Impressions and CPM metrics for billboards in Hartford provide valuable insights into the potential reach and cost-effectiveness of advertising campaigns:

• Total Impressions: The total impressions for a billboard in Hartford can vary greatly depending on factors such as location, size, and visibility, but a well-placed billboard could generate millions of impressions per month.
• Average Impressions: On average, a billboard in Hartford may generate around 500,000 impressions per month.
• Median Impressions: The median number of impressions for a billboard in Hartford is approximately 400,000 impressions per month.
• Average CPM (Cost Per Thousand Impressions): The average CPM for a billboard in Hartford is about $7.00, making it a cost-effective advertising option.
• Median CPM: The median CPM for a billboard in Hartford is around $7.50, offering a competitive rate for advertisers seeking to maximize their reach and impact.

Some of the top airport ad providers for BDL

Here is a list of top billboard providers for Bradley International Airport (BDL):

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of innovative and impactful advertising opportunities at BDL.

Other formats for advertising in Hartford

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

• Static Billboards: Static billboards in Hartford generate approximately 316,000 impressions with an average CPM of $5.00. This traditional form of advertising continues to provide a strong presence and visibility in the market.
• Digital Billboards: Digital billboards in Hartford receive around 318,000 impressions and have an average CPM of $5.25. This modern and dynamic medium allows for greater flexibility and creativity in advertising campaigns.
• Street Furniture: Street furniture advertising in Hartford garners about 30,800,000 impressions with an average CPM of $0.41. This type of advertising integrates seamlessly into the urban landscape, targeting pedestrians and commuters in high-traffic areas.
• Wallscapes: Wallscapes in Hartford generate approximately 198,000 impressions and have an average CPM of $7.91. These large-scale advertisements make a bold statement and create a lasting impression on viewers.
• Retail Venues: Advertising in retail venues in Hartford reaches around 125,000 impressions with an average CPM of $3.96. This targeted approach allows advertisers to engage with consumers in a shopping mindset, increasing the likelihood of conversion.
• Transit: Transit advertising in Hartford generates about 662,000 impressions and has an average CPM of $5.99. This medium effectively targets commuters and travelers, providing repeated exposure to a captive audience.
• Everything Else: Other advertising opportunities in Hartford, such as alternative out-of-home formats, receive approximately 376,000 impressions with an average CPM of $6.04. These diverse options allow advertisers to think outside the box and create unique, memorable campaigns.

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