Advertising in Minneapolis–St Paul International/Wold-Chamberlain Airport (MSP)

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

Minneapolis–St Paul International/Wold-Chamberlain Airport, a bustling gateway to the thriving Twin Cities, offers advertisers a unique opportunity to reach a diverse audience of over 39 million passengers annually. As the largest and busiest airport in the Upper Midwest, MSP connects travelers to a region known for its vibrant arts scene, innovative businesses, and outdoor attractions. Advertising at MSP allows brands to engage with a global audience while celebrating the distinctive spirit of Minneapolis and St Paul, fostering connections between cultures, industries, and travelers.

Why advertise at MSP?

Minneapolis-St Paul International Airport (MSP) is a major hub for travelers and offers a variety of unique features that make it stand out among other airports. Some of these notable aspects include:

• Accessibility: MSP is easily accessible via public transportation, including light rail and bus services, making it convenient for passengers to reach the airport.
• Amenities: The airport offers a wide range of amenities, such as dining options, shopping, and art exhibits, providing an enjoyable experience for travelers.
• Efficiency: MSP is known for its efficient operations, with a strong focus on minimizing delays and ensuring a smooth travel experience for passengers.
• Environmental initiatives: MSP is committed to sustainability and has implemented various green initiatives, such as recycling programs and energy-efficient infrastructure.

Minneapolis / St Paul Market

• Population: Minneapolis-St Paul, also known as the Twin Cities, is the 16th largest metropolitan area in the United States, with a population of over 3.6 million people, according to the U.S. Census Bureau. This sizable population offers advertisers a substantial audience to target.
• Economic growth: The Twin Cities boast a diverse economy, with major industries such as healthcare, finance, manufacturing, and education. The area is home to numerous Fortune 500 companies, including Target, 3M, and UnitedHealth Group, providing ample advertising opportunities for businesses.
• Cultural diversity: Minneapolis-St Paul 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, making the market an attractive option for brands.
• Entertainment and sports: The Twin Cities are a hub for entertainment, hosting various events, concerts, and festivals throughout the year. Minneapolis-St Paul is also home to several professional sports teams, including the Minnesota Vikings (NFL), Minnesota Timberwolves (NBA), and Minnesota Twins (MLB), attracting millions of fans and offering additional advertising opportunities.
• Education and innovation: Minneapolis-St Paul is a center for higher education, with prestigious institutions such as the University of Minnesota, Macalester College, and St. Catherine University. This concentration of academic institutions fosters a culture of innovation and research, making the Twin Cities an attractive market for advertisers targeting tech-savvy and educated audiences.

Minneapolis/St Paul Audience

• Local residents: The Twin Cities have a population of over 3.6 million people, encompassing a diverse mix of young professionals, families, students, and retirees. This variety of residents allows advertisers to target specific demographic groups or appeal to a broader audience in Minneapolis-St Paul.
• International tourists: Minneapolis-St Paul attracts millions of visitors each year, thanks to its vibrant arts scene, outdoor attractions, and cultural events. According to Explore Minnesota, the state welcomed over 73 million domestic and international tourists in 2019, presenting a unique opportunity for advertisers to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: The Twin Cities are known for their cultural diversity, with residents speaking a variety of languages, including English, Spanish, Hmong, and Somali. This linguistic diversity 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 Minneapolis-St Paul audience is characterized by a wide range of interests and lifestyles, from arts and culture enthusiasts to sports fans and outdoor adventurers. 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: Residents of the Twin Cities are known for their tech-savvy and connected lifestyles, with high smartphone penetration and a strong presence on social media platforms. This connectivity allows advertisers to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences, reaching a receptive Minneapolis-St Paul audience.

Types of Airport Advertising

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

• Video walls: Strategically placed video walls throughout the airport can display eye-catching advertisements, engaging passengers as they navigate the terminals. For example, a large video wall near the baggage claim area could showcase a local hotel's promotional video.
• Airline lounges: Advertisers can target premium passengers by placing ads in airline lounges, where travelers often spend time relaxing or working before their flights. An example could be a luxury brand promoting its latest products through a high-quality print ad in the lounge's magazine.
• Security areas: Advertising in security areas, such as near the TSA checkpoints, can capture the attention of passengers during a typically stressful part of their journey. For instance, a travel insurance company could place a billboard ad promoting its coverage options right before the security screening area.
• In-flight videos: Brands can reach captive audiences by placing ads in in-flight entertainment systems, such as during the pre-flight safety video or between movie selections. A car rental company, for example, could advertise its services with a short video ad that plays before the main in-flight movie.
• Interactive kiosks: Interactive kiosks placed throughout the airport can engage passengers with touchscreens, offering information, games, or promotions related to a brand's products or services. A local restaurant, for example, could use a kiosk to showcase its menu and offer a discount code for airport visitors.

These are just a few examples of the many advertising opportunities available at MSP, allowing brands to reach a diverse and captive audience in a variety of ways.

Airport price breakdown

In the Minneapolis-St Paul area, billboard advertising prices can vary greatly, with the following data points providing a snapshot of the market:

• Average Price: The average price for a billboard in the Twin Cities is approximately $15,382.35, offering a range of options for advertisers with different budgets.
• Median Price: With a median price of $2,056,219, the market showcases some high-end advertising opportunities for brands looking to make a significant impact in the region.
• Lowest Price: For those seeking more affordable options, the lowest price for a billboard in Minneapolis-St Paul is around $9,000, making it accessible for smaller businesses or limited campaigns.

Airport Impression and CPM Metrics

In the Minneapolis-St Paul area, the impressions and CPM metrics for billboard advertising showcase a range of opportunities for advertisers:

• Total Impressions: The total number of impressions for billboards in the Twin Cities is approximately 38,756,000, offering a substantial audience for advertisers to target.
• Average Impressions: On average, a billboard in Minneapolis-St Paul generates around 2,279,814 impressions, providing consistent visibility for brands.
• Median Impressions: The median number of impressions for a billboard in the region is 2,056,000, indicating a balanced market with a variety of advertising opportunities.
• Average CPM: The average cost per thousand impressions (CPM) for a billboard in the Twin Cities is approximately $7.81, offering competitive pricing for advertisers.
• Median CPM: With a median CPM of $6.63, the market showcases a range of options for brands with different budgets and campaign goals.

Some of the top airport ad providers for MSP

Here is a list of top billboard providers for MSP:

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

Other formats for advertising in Minneapolis / St Paul

A closer look at the data reveals the depth and breadth of the advertising opportunities available in Minneapolis / St Paul:

• Static Billboards: Static billboards generate approximately 186,000 impressions with an average CPM of $13.57. This classic advertising medium provides consistent visibility for brands in the Twin Cities.
• Digital Billboards: Digital billboards receive around 28,000 impressions and have an average CPM of $9.80. This modern and dynamic medium allows for flexible and eye-catching campaigns in Minneapolis / St Paul.
• Street Furniture: Street furniture advertising garners about 214,000 impressions with an average CPM of $5.29. This type of advertising integrates seamlessly into the urban landscape, reaching pedestrians and commuters alike.
• Wheat Pastings: Wheat pastings achieve approximately 5,336,000 impressions and an average CPM of $22.36. This creative and artistic medium offers a unique way to engage with audiences in the Twin Cities.
• Wallscapes: Wallscapes generate around 273,000 impressions with an average CPM of $37.15. These large-scale advertisements make a bold statement and capture the attention of passersby in Minneapolis / St Paul.
• Retail Venues: Retail venue advertising garners approximately 8,760 impressions with an average CPM of $14.88. This type of advertising targets consumers in shopping environments, influencing purchasing decisions in the Twin Cities.
• Transit Advertising: Transit advertising generates around 540,000 impressions and has an average CPM of $13.36. This medium reaches commuters and travelers using public transportation in Minneapolis / St Paul.
• Bus Advertising: Bus advertising achieves about 10,750,000 impressions with an average CPM of $48.10. This mobile advertising platform allows brands to reach audiences throughout the Twin Cities as buses travel along their routes.
• Other Advertising: Other advertising opportunities in Minneapolis / St Paul generate approximately 1,312,000 impressions with an average CPM of $66.78. This category encompasses a variety of unique and innovative advertising options for brands to explore in the Twin Cities.

Get started advertising with AdQuick now!

AdQuick is a comprehensive platform that streamlines out-of-home advertising, offering a wide range of products and solutions for advertisers, agencies, and OOH media owners. By signing up, you'll gain immediate access to over 1,400 premium OOH media owners, execute OOH buys 10x faster, and launch campaigns in as little as 48 hours. Additionally, AdQuick provides valuable resources and tools, such as a Billboard Cost Calculator and an AI OOH Campaign Planner, to help you make the most of your advertising efforts. Don't miss out on the opportunity to unlock unprecedented measurability for your OOH advertising campaigns – sign up for AdQuick today!