Advertising in Roanoke–Blacksburg Regional Airport (Woodrum Field) (ROA)

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

Roanoke-Blacksburg Regional Airport (Woodrum Field) serves as a gateway to the picturesque Blue Ridge Mountains, connecting over 660,000 passengers annually. This bustling airport offers advertisers a unique opportunity to engage with a diverse audience of business and leisure travelers. At ROA, advertising goes beyond traditional boundaries, capturing the essence of the region's natural beauty and vibrant culture. Here, each advertisement becomes an essential part of the conversation between visitors, locals, and the thriving industries of Roanoke and Blacksburg.

Why advertise at ROA?

Roanoke-Blacksburg Regional Airport (ROA) stands out among airports in the United States for its unique features and regional importance. Some notable aspects of ROA include:

• Gateway to the Blue Ridge Mountains: ROA serves as an entry point for visitors to the picturesque Blue Ridge Mountains, attracting nature enthusiasts and outdoor adventurers.
• Thriving industries: The airport connects passengers to the flourishing business sectors of Roanoke and Blacksburg, including technology, healthcare, and education.
• Diverse audience: ROA caters to a wide range of travelers, from business professionals to vacationers, offering advertisers a broad and varied audience to target.
• Innovative advertising opportunities: The airport goes beyond traditional advertising methods, incorporating the region's natural beauty and vibrant culture into its advertising spaces.

Roanoke Market

• Population: Roanoke is the largest city in Southwest Virginia, with a population of nearly 100,000 residents, according to the U.S. Census Bureau. The Roanoke Valley, which includes the surrounding metropolitan area, has a population of over 300,000 people.
• Economic growth: Roanoke's economy is diverse, with key industries such as healthcare, manufacturing, retail, and tourism. The city is home to major employers like Carilion Clinic, Kroger, and Advance Auto Parts, offering advertisers the opportunity to target a wide range of professionals and consumers.
• Cultural diversity: Roanoke is known for its rich history and cultural heritage, which includes a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to reach a broad audience with varied interests and demographics.
• Outdoor recreation: Roanoke is a hub for outdoor enthusiasts, thanks to its proximity to the Blue Ridge Mountains and the Appalachian Trail. The city hosts numerous outdoor events and festivals throughout the year, attracting visitors and providing additional advertising opportunities.
• Education and innovation: Roanoke is home to several higher education institutions, including Virginia Tech Carilion School of Medicine and Research Institute, Roanoke College, and Hollins University. This concentration of academic institutions fosters a culture of innovation and research, making the city an attractive market for advertisers targeting educated and tech-savvy audiences.

Roanoke Audience

• Local residents: Roanoke's population of nearly 100,000 residents, as reported by the U.S. Census Bureau, includes a diverse mix of professionals, families, students, and retirees. Advertisers can target specific demographic groups or appeal to a broader audience within this vibrant community.
• Regional tourists: Roanoke's proximity to the Blue Ridge Mountains and the Appalachian Trail attracts outdoor enthusiasts and nature lovers. Advertisers can capitalize on this influx of regional tourists by aligning their campaigns with popular outdoor activities and local attractions.
• Cultural diversity: Roanoke's rich history and cultural heritage encompass a mix of ethnicities, races, and backgrounds. Advertisers can reach a diverse audience by considering cultural nuances and crafting inclusive messaging that resonates with various demographics.
• Interests and lifestyles: Roanoke's 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.
• Education and innovation: Roanoke's concentration of higher education institutions fosters a culture of innovation and research. Advertisers can target educated and tech-savvy audiences by showcasing their brand's commitment to innovation, research, and cutting-edge technology.
• Highly connected: Roanoke's residents are increasingly connected through digital devices and social media platforms. Advertisers can leverage this connectivity to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences, reaching a wider audience in the Roanoke Valley.

Airport price breakdown

Billboard pricing in Roanoke varies depending on factors such as location, size, and visibility, with the following data points providing a snapshot of the market:

• Average Price: The average price of billboards in Roanoke is not readily available, but it can be estimated based on the median and lowest prices provided.
• Median Price: The median price for billboards in Roanoke is $44,279, representing the middle value in the range of billboard prices.
• Lowest Price: The lowest price for billboards in Roanoke is not readily available, but it can be assumed to be significantly lower than the median price, offering more affordable options for advertisers.

Airport Impression and CPM Metrics

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

• Total Impressions: The total number of impressions for a 4-week advertising campaign in Roanoke is approximately 1,277,000, indicating the overall reach of the campaign.
• Average Impressions: On average, an advertising campaign in Roanoke generates about 91,000 impressions per week, showcasing the potential audience size for advertisers.
• Median Impressions: The median number of impressions for a campaign in Roanoke is approximately 44,000, representing the middle value in the range of impressions.
• Average CPM: The average CPM (Cost Per Thousand Impressions) for a campaign in Roanoke is not readily available, but it can be estimated based on the median CPM and the average impressions.
• Median CPM: The median CPM for a campaign in Roanoke is not readily available, but it can be estimated based on the median price of billboards ($44,279) and the median impressions (44,000), resulting in a CPM of approximately $1.01.

Some of the top airport ad providers for ROA

Here is a list of top providers for advertising at Roanoke-Blacksburg Regional Airport (ROA):

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of innovative and impactful advertising opportunities at airports across the United States.

Other formats for advertising in Roanoke

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

• Static Billboards: In Roanoke, static billboards generate approximately 373,000 impressions with an average CPM of $4.14. This classic advertising medium offers a consistent presence and high visibility, making it a reliable choice for outdoor campaigns.
• Digital Billboards: Digital billboards in Roanoke receive around 40,000 impressions and have an average CPM of $52.10. This dynamic and eye-catching format allows for real-time updates and creative flexibility, appealing to advertisers seeking a modern approach.
• Retail Venues: Advertising in retail venues garners about 50,000 impressions with an average CPM of $31.34. This targeted approach enables advertisers to reach consumers in a shopping mindset, increasing the likelihood of conversions.
• Transit: Transit advertising in Roanoke generates approximately 15,000,000 impressions and has an average CPM of $2.28. This cost-effective medium offers widespread exposure to commuters and travelers, making it an attractive option for advertisers seeking a broad reach.
• Everything Else: Other advertising opportunities in Roanoke, such as wallscapes, window scapes, and mobile trucks, collectively receive around 436,000 impressions with an average CPM of $480.17. These diverse formats provide advertisers with unique and unconventional ways to engage their target audience, allowing for creative and memorable campaigns.

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