Advertising in Baltimore/Washington International Airport (BWI)

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

Situated between two major cities, Baltimore/Washington International Airport (BWI) serves as a strategic advertising hotspot for brands. As the busiest airport in the region, BWI connects over 27 million passengers annually, offering advertisers a diverse and captive audience. With its unique location and growing passenger traffic, advertising at BWI provides an unparalleled opportunity to engage with both local and international travelers, making every campaign a powerful conversation starter across cultures, industries, and demographics.

Why advertise at BWI?

Baltimore/Washington International Airport (BWI) is a key advertising location with several notable features that make it stand out. Some of these features include:

• Accessibility: Conveniently located between Baltimore and Washington, D.C., BWI offers easy access to both cities and their surrounding areas.
• Passenger diversity: With over 27 million passengers annually, BWI serves a wide range of travelers, including business professionals, tourists, and locals.
• Expanding services: BWI continues to grow and improve its facilities, attracting more airlines and routes, which in turn brings in more passengers and advertising opportunities.
• High dwell time: As a busy airport, passengers often spend extended periods waiting for flights, providing ample time for them to engage with advertising content.

Baltimore Market

• Population: Baltimore is the 30th largest metropolitan area in the United States, with a population of over 2.8 million people, according to the U.S. Census Bureau. This sizable population offers advertisers a substantial audience to target with their campaigns.
• Economic growth: Baltimore's economy is diverse, with major industries such as healthcare, education, and government services. The city is also home to the headquarters of several Fortune 500 companies, including T. Rowe Price, Under Armour, and McCormick & Company, providing ample advertising opportunities for businesses.
• Cultural diversity: Baltimore boasts a rich cultural heritage and a diverse population, encompassing a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to target a wide range of audiences and demographics, making the city an attractive market for out-of-home advertising.
• Entertainment and sports: The city offers a vibrant entertainment scene, hosting various events, concerts, and festivals throughout the year. Baltimore is also home to professional sports teams, such as the Baltimore Ravens (NFL) and Baltimore Orioles (MLB), attracting millions of fans and providing additional advertising opportunities.
• Education and innovation: Baltimore is a hub for higher education, with prestigious institutions like Johns Hopkins University, University of Maryland, Baltimore, and Loyola University Maryland. 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.

Baltimore Audience

• Local residents: Baltimore's population of over 2.8 million people consists of a diverse mix of residents, including young professionals, families, students, and retirees. This variety allows advertisers to target specific demographic groups or appeal to a broader audience in the city.
• International tourists: Baltimore attracts millions of visitors each year, with popular attractions like the Inner Harbor, National Aquarium, and historic neighborhoods. 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: Baltimore is home to a linguistically diverse population, with residents speaking various languages such as Spanish, French, and Chinese. Advertisers can 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 Baltimore audience has a wide range of interests and lifestyles, from arts and culture enthusiasts to sports fans and foodies. Advertisers can align their campaigns with popular events, local attractions, or trending topics to create a stronger connection with their target audience.
• Highly connected: Baltimore residents are highly connected, with widespread smartphone usage and a strong presence on social media platforms. Brands can leverage this connectivity to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences.
• Education and innovation: With prestigious institutions like Johns Hopkins University and University of Maryland, Baltimore, the city has a highly educated population. Advertisers can target this tech-savvy and educated audience by focusing on innovation, research, and academic achievements in their campaigns.
• Sports enthusiasts: Baltimore is home to professional sports teams like the Baltimore Ravens (NFL) and Baltimore Orioles (MLB), attracting millions of fans. Advertisers can capitalize on this passion for sports by aligning their campaigns with team events, sponsorships, or fan experiences.

Types of Airport Advertising

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

• Digital displays: Strategically placed digital screens throughout the airport, such as video walls, can showcase eye-catching advertisements and engage passengers as they navigate the terminal.
• Airline lounges: Exclusive airline lounges offer a captive audience of premium travelers, making them an ideal location for targeted advertising, such as sponsored amenities or branded content.
• Security areas: Advertising in security areas, like TSA checkpoints, can capture the attention of passengers during wait times, with options like branded security bins or digital displays.
• In-flight videos: In-flight entertainment systems provide an opportunity for advertisers to reach passengers during their flight, with options like pre-roll video ads or sponsored content.
• Baggage claim: Advertising in baggage claim areas, such as carousel wraps or digital displays, can target passengers as they wait for their luggage, providing a final touchpoint before they leave the airport.

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

Airport price breakdown

Billboard advertising prices in Baltimore can vary depending on factors such as location, size, and duration of the campaign. Here's a breakdown of the average, median, and lowest prices for billboards in the city:

• Average Price: The average price for billboard advertising in Baltimore is approximately $3,500 per month.
• Median Price: The median price for billboard advertising in Baltimore falls around $3,000 per month.
• Lowest Price: The lowest price for billboard advertising in Baltimore can be as low as $1,500 per month, depending on the specific location and other factors.

Airport Impression and CPM Metrics

Impressions and CPM metrics for billboard advertising in Baltimore can provide valuable insights into the effectiveness and cost-efficiency of your campaign. Here's a breakdown of these key metrics:

• Total Impressions: The total number of impressions for a billboard campaign in Baltimore is 1,220,000,000 though can vary widely, depending on factors such as location, size, and duration.
• Average Impressions: The average number of impressions for a billboard campaign in Baltimore is approximately 500,000 impressions per month.
• Median Impressions: The median number of impressions for a billboard campaign in Baltimore falls around 400,000 impressions per month.
• Average CPM (Cost Per Thousand Impressions): The average CPM for billboard advertising in Baltimore is approximately $7.00, based on the average monthly cost of $3,500 and average impressions of 500,000.
• Median CPM: The median CPM for billboard advertising in Baltimore is around $7.50, based on the median monthly cost of $3,000 and median impressions of 400,000.

Some of the top airport ad providers for BWI

Here is a list of top providers for advertising at BWI:

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

Other formats for advertising in Baltimore

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

• Static Billboards: In Baltimore, static billboards get over 343,000 impressions with an average CPM of $20.41. This traditional form of advertising offers a constant presence and high visibility, making it a popular choice for outdoor campaigns.
• Billboards: Billboards in Baltimore receive over 40,000 impressions with an average CPM of $86,784.37. This versatile medium can be tailored to suit various campaign objectives, from raising brand awareness to promoting special offers.
• Street Furniture: Street furniture advertising in Baltimore garners around 28,000 impressions with an average CPM of $78.09. This type of advertising targets pedestrians and commuters, making it ideal for local businesses and events.
• Wheat Pastings: Wheat pastings in Baltimore generate approximately 11,627,000 impressions with an average CPM of $9.58. This creative and eye-catching medium is perfect for brands looking to make a bold statement in urban environments.
• Wallscapes: Wallscapes in Baltimore receive around 721,000 impressions with an average CPM of $124.69. These large-scale advertisements create a lasting impression on viewers, making them an excellent choice for high-impact campaigns.
• Retail Venues: Advertising in retail venues in Baltimore gets about 45,000 impressions with an average CPM of $12.14. This targeted approach allows brands to reach consumers in a shopping mindset, increasing the likelihood of conversions.
• Transit: Transit advertising in Baltimore generates approximately 9,138,000 impressions with an average CPM of $6.85. This medium offers extensive reach and frequency, making it an effective way to target commuters and travelers.
• Everything Else: Other advertising opportunities in Baltimore receive around 875,000 impressions with an average CPM of $14.21. This category encompasses a variety of unique and innovative advertising formats, allowing brands to explore new ways to connect with their audience.

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