Advertising in Newark Liberty International Airport (EWR)

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

Situated in the bustling metropolitan area of New Jersey, Newark Liberty International Airport serves as a key gateway to the New York City region and a prime advertising hotspot. This thriving airport connects over 46 million passengers annually, offering advertisers a unique opportunity to engage with a diverse and captive audience. At EWR, advertising goes beyond conventional boundaries, showcasing local culture and innovation while reaching a global audience. Here, each advertisement becomes an essential component of an ongoing conversation among cultures, industries, and countless travelers.

Why advertise at EWR?

Newark Liberty International Airport (EWR) is a major hub for both domestic and international travelers, offering a variety of unique advertising opportunities. Some notable aspects of EWR include:

• Location: EWR's proximity to New York City makes it an attractive option for travelers visiting the region.
• Passenger diversity: The airport serves a wide range of passengers, including business travelers, tourists, and locals, providing advertisers with a diverse audience.
• Advertising variety: EWR offers numerous advertising formats, such as digital displays, banners, and wall wraps, allowing advertisers to choose the best option for their campaign.
• High dwell time: Due to the nature of airport travel, passengers often spend extended periods in the airport, increasing the likelihood of engaging with advertisements.

Newark Market

Here are some key aspects of the Newark market:

• Population: Newark is the largest city in New Jersey, with a population of over 280,000 people, according to the U.S. Census Bureau. Its metropolitan area is part of the larger New York City region, which has a population of over 20 million people.
• Economic growth: Newark's economy is diverse, with major industries including transportation, healthcare, education, and finance. The city is also home to the headquarters of several Fortune 500 companies, such as Prudential Financial and Public Service Enterprise Group (PSEG).
• Cultural diversity: Newark boasts a rich cultural heritage and a diverse population, including a mix of ethnicities, races, and backgrounds. This diversity provides advertisers with the opportunity to target a wide range of audiences and demographics.
• Entertainment and sports: The city offers various entertainment options, hosting concerts, festivals, and events throughout the year. Newark is also home to the New Jersey Devils (NHL) and the New York Red Bulls (MLS), attracting sports fans and offering additional advertising opportunities.
• Education and innovation: Newark is a hub for higher education, with prestigious institutions such as Rutgers University - Newark, New Jersey Institute of Technology (NJIT), and Seton Hall University 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.

Newark Audience

• Local residents: Newark's population of over 280,000 people consists of a diverse mix of residents, including young professionals, families, students, and retirees. This diversity allows advertisers to target specific demographic groups or appeal to a broader audience within the Newark market.
• International tourists: Newark's proximity to New York City and its status as a major airport hub attract millions of visitors each year. This influx of tourists presents a unique opportunity for advertisers to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: Newark'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 Newark 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: Newark residents, like their New York City neighbors, are known for their fast-paced, always-on-the-go lifestyle, which extends to their digital habits. With high smartphone penetration and a strong presence on social media platforms, the Newark 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 EWR:

• Video walls: Large, high-resolution digital screens strategically placed throughout the airport, displaying eye-catching visuals and engaging content. For example, a luxury brand could showcase their latest collection on a video wall near the duty-free shopping area.
• Airline lounges: Exclusive spaces for premium passengers, offering a captive audience for targeted advertising. A financial institution might promote their travel rewards credit card to affluent travelers in an airline lounge.
• Security areas: High-traffic zones where passengers spend time waiting in line, providing an opportunity for brands to capture their attention. A travel insurance company could place ads near security checkpoints, reminding passengers of the importance of coverage while traveling.
• In-flight videos: Captive in-flight entertainment systems that allow advertisers to reach passengers during their flight. A tourism board might create a short video showcasing their destination's attractions, encouraging passengers to plan their next vacation.
• Baggage claim: Another high-traffic area where passengers wait for their luggage, offering ample time for ad exposure. A local hotel could advertise their accommodations and services on digital screens or banners near the baggage claim area.

These examples represent just a fraction of the numerous advertising opportunities available at airports like EWR, with many more options to explore and customize for your brand's needs.

Airport price breakdown

Billboard pricing in Newark varies significantly, with a range of options to suit different budgets:

• Average Price: The average price for a billboard in Newark is approximately $28,692.43, offering a reasonable option for advertisers looking to balance cost and exposure.
• Median Price: The median price for a billboard in Newark stands at a higher $1,188,114.00, reflecting the premium locations and larger formats that can command higher rates.
• Lowest Price: For those on a tight budget, the lowest price for a billboard in Newark is just $900.00, providing an affordable entry point for smaller businesses or targeted campaigns.

Airport Impression and CPM Metrics

In this section, we'll break down the impressions and CPM metrics for advertising in Newark:

• Total Impressions: The total number of impressions for advertising in Newark is approximately 948,764,000, showcasing the vast reach of advertising in this market.
• Average Impressions: On average, an advertisement in Newark can expect to receive around 2,264,000 impressions, providing a significant opportunity for brand exposure.
• Median Impressions: The median number of impressions for advertising in Newark is 1,188,000, indicating a wide range of potential impressions depending on the specific ad placement.
• Average CPM: The average cost per thousand impressions (CPM) in Newark is approximately $29.11, offering a competitive rate for advertisers seeking to maximize their return on investment.
• Median CPM: The median CPM for advertising in Newark is $7.02, highlighting the potential for cost-effective advertising options in this market.

Some of the top airport ad providers for EWR

Here are some of the top providers for advertising at Newark Liberty International Airport (EWR):

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of formats and placements to help brands reach their target audience.
• Intersection (United Club) specializes in creating engaging advertising experiences within airport lounges, connecting brands with premium passengers in an exclusive environment.

Other formats for advertising in Newark

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

• Static Billboards: Static billboards in Newark receive approximately 327,000 impressions with an average CPM of $111.67. This traditional format continues to be a popular choice for advertisers seeking consistent visibility and a strong presence in the market.
• Digital Billboards: Digital billboards in Newark garner around 50,000 impressions and have an average CPM of $720.59. This dynamic medium allows for greater flexibility and creativity, capturing the attention of passersby with eye-catching visuals and timely messaging.
• Street Furniture: Street furniture advertising in Newark generates about 239,000 impressions with an average CPM of $6.10. This versatile format integrates seamlessly into the urban landscape, engaging pedestrians and commuters at eye level.
• Wheat Pastings: Wheat pastings in Newark receive approximately 1,000 impressions and have an average CPM of $16,660.00. This unconventional medium offers a unique opportunity for brands to create memorable, artistic campaigns that resonate with their target audience.
• Wallscapes: Wallscapes in Newark have an average CPM of $64.94. Although there are no available impressions data, wallscapes can provide a large-scale canvas for brands to make a bold statement and leave a lasting impression.
• Retail Venues: Retail venue advertising in Newark receives approximately 50,000 impressions and has an average CPM of $10.26. This targeted approach allows brands to connect with consumers in a relevant context, driving awareness and consideration at the point of purchase.
• Transit Advertising: Transit advertising in Newark garners around 73,000 impressions with an average CPM of $11,287.70. This mobile medium offers advertisers the opportunity to reach a captive audience of commuters and travelers, increasing brand exposure throughout the city.
• Other Advertising: Other advertising formats in Newark generate about 37,000 impressions with an average CPM of $32.70. This category encompasses a wide range of unique and innovative advertising opportunities, allowing brands to explore new ways to connect with their target audience.

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