Advertising in Frederick Douglass/Greater Rochester International Airport (ROC)

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

Frederick Douglass/Greater Rochester International Airport, situated in the thriving city of Rochester, offers a unique advertising opportunity. Serving over 2.5 million passengers annually, this airport connects travelers to a region known for its rich history, innovation, and cultural attractions. Advertising at ROC not only reaches a diverse audience but also showcases the essence of Rochester's spirit. Here, advertisements become part of a conversation between travelers, local businesses, and the vibrant community.

Why advertise at ROC?

Frederick Douglass/Greater Rochester International Airport (ROC) is a standout location for advertisers, offering a range of unique features and a strong ranking. Some of the most notable aspects of ROC include:

• Passenger traffic: With over 2.5 million passengers annually, ROC provides a diverse and captive audience for advertisers.
• Regional connection: The airport serves as a gateway to the culturally rich and innovative Rochester region, offering advertisers a chance to connect with both local and visiting travelers.
• Advertising variety: ROC offers a wide range of advertising options, from static billboards to hand-painted murals, ensuring that advertisers can find the perfect medium for their message.
• Community engagement: Advertising at ROC allows brands to become part of the ongoing conversation between travelers, local businesses, and the vibrant Rochester community.

Rochester Market

• Population: Rochester is the third-largest city in New York State, with a population of over 200,000 people, according to the U.S. Census Bureau. The Greater Rochester area has a population of over 1 million, providing a substantial market for advertisers.
• Economic growth: Rochester's economy is driven by diverse industries such as healthcare, education, manufacturing, and technology. The city is home to major companies like Xerox, Bausch & Lomb, and Paychex, offering advertisers the opportunity to target a wide range of professional audiences.
• Cultural diversity: Rochester boasts a rich cultural heritage and a diverse population, with a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to reach various audiences and demographics, making it an attractive market for targeted campaigns.
• Entertainment and sports: The city offers a vibrant arts and entertainment scene, hosting events, concerts, and festivals throughout the year. Rochester is also home to several minor league sports teams, such as the Rochester Red Wings (MiLB) and Rochester Americans (AHL), providing additional advertising opportunities for sports enthusiasts.
• Education and innovation: Rochester is a hub for higher education, with esteemed institutions like the University of Rochester and Rochester Institute of Technology. This concentration of academic institutions fosters a culture of innovation and research, making the city an appealing market for advertisers targeting tech-savvy and educated audiences.

Rochester Audience

• Local residents: Rochester's population of over 200,000 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 Rochester area, which has a population of over 1 million.
• Regional tourists: As a culturally rich and innovative region, Rochester attracts visitors from across the U.S. and beyond. Advertisers can capitalize on this influx of tourists by showcasing their brand to potential customers who are exploring the area's historical sites, museums, and other attractions.
• Language diversity: Rochester's diverse population speaks a range 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 cater to the city's linguistic diversity.
• Interests and lifestyles: The Rochester 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 esteemed institutions like the University of Rochester and Rochester Institute of Technology, the city boasts a highly educated population. Advertisers can target this tech-savvy and well-informed audience by crafting campaigns that appeal to their intellectual curiosity and innovative spirit.
• Digitally connected: Rochester residents are highly connected through smartphones and social media platforms, making them receptive to digital advertising. Brands can leverage this connectivity to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences.

Airport price breakdown

Billboard pricing in Rochester varies depending on factors such as location, size, and visibility, with the following price points:

• Average Price: The average price for a billboard in Rochester is approximately $1,200.00, providing a cost-effective option for advertisers seeking to reach a broad audience.
• Median Price: With a median price of around $1,100.00, billboards in Rochester offer a balanced option for advertisers looking for a combination of affordability and visibility.
• Lowest Price: The lowest price for a billboard in Rochester can be as low as $800.00, making it an attractive choice for advertisers on a tight budget or those looking to test the market.

Airport Impression and CPM Metrics

Impressions and CPM metrics provide valuable insights into the reach and cost-effectiveness of advertising campaigns at Frederick Douglass/Greater Rochester International Airport:

• Total Impressions: The total impressions for a 4-week advertising campaign at ROC can reach up to 1,000,000, showcasing the potential reach of your advertisement.
• Average Impressions: On average, a 4-week advertising campaign at ROC can generate around 500,000 impressions, offering a substantial audience for your brand.
• Median Impressions: The median impressions for a 4-week advertising campaign at ROC stand at approximately 450,000, indicating a consistent level of exposure for advertisers.
• Average CPM (Cost Per Thousand Impressions): The average CPM for a 4-week advertising campaign at ROC is about $2.40, demonstrating the cost-effectiveness of advertising in this location.
• Median CPM: With a median CPM of around $2.20, advertising at ROC offers a balanced option for advertisers seeking both reach and affordability.

Some of the top airport ad providers for ROC

Here is a list of top providers for advertising at Frederick Douglass/Greater Rochester International Airport:

• Alluvit Media specializes in airport advertising, offering tailored solutions for brands looking to reach passengers at ROC.

Other formats for advertising in Rochester

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

• Static Billboards: Static billboards in Rochester generate approximately 223,000 impressions with an average CPM of $11.08. This traditional advertising medium offers a consistent presence and high visibility, making it a reliable choice for advertisers.
• Digital Billboards: Digital billboards in Rochester garner around 40,000 impressions with an average CPM of $67.37. This dynamic and eye-catching medium allows for greater flexibility and real-time updates, making it an attractive option for modern advertisers.
• Wheat Pastings: Wheat pastings in Rochester receive about 176,000 impressions with an average CPM of $0.90. This creative and cost-effective medium allows for unique and artistic expressions, making it a popular choice for brands looking to stand out.
• Retail Venues: Advertising in retail venues in Rochester generates approximately 45,000 impressions with an average CPM of $10.72. This targeted approach allows advertisers to reach consumers in a shopping mindset, increasing the likelihood of conversion.
• Transit: Transit advertising in Rochester achieves around 10,740,000 impressions with an average CPM of $5.42. This high-impact medium offers extensive reach and frequency, making it an ideal choice for advertisers looking to target commuters and travelers.
• Everything Else: Other advertising opportunities in Rochester, such as specialty and spectacular formats, garner approximately 524,000 impressions with an average CPM of $61.88. These unique and innovative options allow advertisers to explore new ways of engaging with their target audience and creating memorable experiences.

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