Advertising in Dane County Regional Airport (Truax Field) (MSN)

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

Located in the thriving city of Madison, Dane County Regional Airport (Truax Field) serves as a gateway to Wisconsin's vibrant capital and a unique opportunity for advertisers. This bustling airport connects over 1.6 million passengers annually, showcasing the diverse culture and innovative spirit of Madison. At Truax Field, advertising goes beyond conventional boundaries, engaging a wide audience while celebrating local achievements and creativity. Here, each advertisement contributes to an ongoing conversation among travelers, industries, and the dynamic community of Madison.

Why advertise at MSN?

Dane County Regional Airport (MSN) offers a unique advertising opportunity with its notable features and ranking. Some highlights include:

• Passenger traffic: MSN serves over 1.6 million passengers annually, providing a diverse audience for advertisers.
• Location: Situated in Madison, Wisconsin's capital city, MSN connects travelers to a thriving and innovative community.
• Advertising variety: The airport offers a range of advertising options, from static billboards to hand-painted murals, catering to different advertiser needs.
• Local focus: MSN celebrates local achievements and creativity, allowing advertisers to contribute to an ongoing conversation among travelers and the Madison community.

Madison Market

• Population: Madison is the second-largest city in Wisconsin, with a population of over 250,000 people, according to the U.S. Census Bureau. The city's metropolitan area has a population of over 650,000, providing a sizable audience for advertisers.
• Economic growth: Madison boasts a diverse economy, with major industries including healthcare, education, technology, and manufacturing. The city is home to the headquarters of several notable companies, such as American Family Insurance, Epic Systems, and Sub-Zero Group, offering advertisers access to a thriving business community.
• Cultural diversity: Known for its progressive values and inclusive atmosphere, Madison is home to 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.
• Entertainment and sports: Madison offers a vibrant entertainment scene, hosting various events, concerts, and festivals throughout the year. The city is also home to the University of Wisconsin-Madison's sports teams, the Wisconsin Badgers, attracting a loyal fan base and providing additional advertising opportunities.
• Education and innovation: Madison is a hub for higher education, with the prestigious University of Wisconsin-Madison at its core. 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.

Madison Audience

• Local residents: Madison's population of over 250,000 people consists of a diverse mix of professionals, families, students, and retirees. This variety allows advertisers to target specific demographic groups or appeal to a broader audience within the city's thriving community.
• Regional tourists: As Wisconsin's capital city, Madison attracts visitors from across the state and the Midwest region. This presents a unique opportunity for advertisers to reach a regional audience and showcase their brand to potential customers from neighboring states.
• Language diversity: Madison is home to a diverse population with a mix of ethnicities, races, and backgrounds. Advertisers should consider language barriers and cultural nuances when crafting their messaging, using multilingual campaigns or visual storytelling to effectively communicate with a wider audience.
• Interests and lifestyles: The Madison audience is characterized by a wide range of interests and lifestyles, from outdoor enthusiasts to arts and culture aficionados. 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 the University of Wisconsin-Madison at its core, Madison is a hub for higher education and innovation. Advertisers can leverage this educated audience by targeting tech-savvy and research-oriented individuals, as well as those interested in lifelong learning and personal development.
• Environmentally conscious: Madison is known for its progressive values and commitment to sustainability. Advertisers can appeal to this environmentally conscious audience by promoting eco-friendly products, services, or initiatives, demonstrating a shared concern for the planet and its resources.

Types of Airport Advertising

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

• Video walls: Strategically placed throughout the airport, video walls display eye-catching digital advertisements that can be easily updated and customized to target specific audiences. For example, a local restaurant might showcase their menu and daily specials on a video wall near the food court.
• Airline lounges: Premium spaces like airline lounges offer a captive audience of frequent travelers and business professionals. Advertisers can place print ads in lounge magazines or sponsor branded amenities, such as charging stations or Wi-Fi access, to create a memorable impression.
• Security areas: As passengers wait in line for security screenings, advertisers can take advantage of this captive audience by placing ads on security trays, dividers, or nearby digital screens. For instance, a travel insurance company might promote their coverage options in this high-traffic area.
• In-flight videos: Partnering with airlines to feature advertisements in in-flight entertainment systems allows advertisers to reach a captive audience during their flight. A car rental company, for example, could showcase their services and special offers in a short video played before the main entertainment begins.
• Baggage claim: Advertisements placed in the baggage claim area can target arriving passengers as they wait for their luggage. A local hotel might advertise their accommodations and shuttle services on digital screens or carousel banners to attract weary travelers in need of a place to stay.

These examples represent just a fraction of the numerous advertising opportunities available at MSN, with many more options to explore and customize based on an advertiser's unique needs and goals.

Airport price breakdown

Billboard pricing in Madison varies depending on factors such as location, size, and visibility, with the following average, median, and lowest prices:

• Average Price: The average price for a billboard in Madison is approximately $1,200.00, reflecting a range of options suitable for different budgets and advertising goals.
• Median Price: With a median price of around $1,000.00, advertisers can find a variety of mid-range billboard options that balance cost and visibility.
• Lowest Price: For those seeking the most cost-effective option, the lowest price for a billboard in Madison is roughly $500.00, offering a more affordable entry point into the market.

Airport Impression and CPM Metrics

Impressions and CPM metrics provide valuable insights into the reach and cost-effectiveness of advertising campaigns at Dane County Regional Airport (MSN):

• Total Impressions: The total impressions for an advertising campaign at MSN can reach up to 1,600,000, reflecting the airport's annual passenger traffic.
• Average Impressions: The average impressions for a billboard at MSN are approximately 800,000, offering a substantial audience for advertisers to target.
• Median Impressions: With a median impression count of around 500,000, advertisers can find a variety of billboard options that balance reach and cost.
• Average CPM (Cost Per Thousand Impressions): The average CPM for a billboard at MSN is approximately $1.50, providing a cost-effective way to reach a large audience.
• Median CPM: The median CPM for a billboard at MSN is around $2.00, offering a range of options for advertisers to consider based on their budget and goals.

Some of the top airport ad providers for MSN

Here is a list of top providers for advertising at Dane County Regional Airport (MSN):

• Lamar Airports offers a variety of advertising options at MSN, including digital displays, wall wraps, and banners, to help brands reach a captive audience of travelers.

Other formats for advertising in Madison

A closer look at the data reveals the depth and breadth of the other opportunities available in Madison:

• Static Billboards: In Madison, static billboards get over 500,000 impressions with an average CPM of $92.02. This traditional advertising medium offers a constant presence and high visibility, making it a reliable choice for advertisers.
• Digital Billboards: Digital billboards in Madison receive 50,000 impressions and have an average CPM of $10.17. With the ability to update content in real-time, digital billboards provide a dynamic and flexible advertising solution.
• Street Furniture: Street furniture advertising in Madison garners 966,000 impressions and has an average CPM of $1.65. This type of advertising integrates seamlessly into the urban landscape, targeting pedestrians and commuters at eye level.
• Wheat Pastings: Wheat pastings in Madison achieve 639,000 impressions with an average CPM of $9,520.19. This creative and unconventional advertising medium allows brands to make a bold statement in high-traffic areas.
• Retail Venues: Advertising in retail venues in Madison reaches 50,000 impressions and has an average CPM of $11.97. This targeted approach allows advertisers to engage with consumers in a shopping mindset, increasing the likelihood of conversion.
• Transit: Transit advertising in Madison generates 2,800,000 impressions and has an average CPM of $14.44. By targeting commuters and travelers, transit ads offer a captive audience and extended exposure time.
• Everything Else: Other advertising opportunities in Madison collectively receive 1,107,000 impressions and have an average CPM of $8.47. This category encompasses a wide range of unique and innovative advertising options, allowing brands to think outside the box and create memorable campaigns.

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