Advertising in William P Hobby Airport (HOU)

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

Situated in the thriving city of Houston, William P Hobby Airport serves as a key gateway for both domestic and international travelers, making it an exceptional platform for advertisers. This bustling airport connects over 14 million passengers annually, reflecting Houston's diverse and growing population. At HOU, advertising goes beyond conventional boundaries, engaging a wide audience while showcasing local culture and innovation. Here, each advertisement becomes an essential component of an ongoing conversation among various cultures, industries, and countless travelers.

Why advertise at HOU?

William P Hobby Airport (HOU) is a significant hub for travelers, offering a unique advertising platform with a diverse audience. Some notable aspects of HOU include:

• Passenger volume: Over 14 million passengers travel through HOU annually, reflecting Houston's diverse and growing population.
• Advertising opportunities: HOU offers a variety of advertising options, from static billboards to hand-painted murals, engaging a wide audience.
• Local culture: Advertisements at HOU showcase the local culture and innovation, making them an essential part of an ongoing conversation among various cultures and industries.
• International gateway: HOU serves as a key gateway for both domestic and international travelers, making it an exceptional platform for advertisers to reach a global audience.

Houston Market

• Population: Houston is the fourth-largest city in the United States, with a population of over 7 million people in the metropolitan area, according to the U.S. Census Bureau. This diverse population offers advertisers a broad audience to target.
• Economic growth: Houston's economy is driven by various industries, including energy, healthcare, aerospace, and manufacturing. The city is home to numerous Fortune 500 companies, such as ExxonMobil, Phillips 66, and Sysco, providing a strong economic foundation for advertisers.
• Cultural diversity: Houston 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 it an attractive market.
• Entertainment and sports: Houston is a hub for entertainment, hosting major events, concerts, and festivals throughout the year. The city is also home to several professional sports teams, including the Houston Texans (NFL), Houston Rockets (NBA), and Houston Astros (MLB), attracting millions of fans and offering additional advertising opportunities.
• Education and innovation: Houston is a center for higher education, with prestigious institutions such as Rice University, the University of Houston, and Texas Southern University. 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.

Houston Audience

• Local residents: Houston's population of over 7 million people in the metropolitan area comprises a diverse mix of young professionals, families, students, and retirees. This diversity offers advertisers the opportunity to target specific demographic groups or appeal to a broader audience.
• International tourists: Houston attracts millions of visitors each year, with its world-class museums, vibrant arts scene, and renowned culinary offerings. 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: Houston is a multicultural city with a variety of languages spoken by its residents. 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 Houston audience is characterized by a wide range of interests and lifestyles, from sports fans to arts and culture enthusiasts, 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: Houstonians are known for their tech-savvy and connected lifestyles, with high smartphone penetration and a strong presence on social media platforms. The Houston audience is highly receptive to digital advertising, allowing brands 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 HOU:

• Video walls: Strategically placed video walls throughout the airport can display eye-catching visuals and animations, capturing the attention of passengers as they navigate the terminals. For example, a brand could showcase a dynamic product demonstration or a captivating promotional video.
• Airline lounges: Advertising in airline lounges targets a captive audience of premium travelers, offering an opportunity for brands to create a more immersive and personalized experience. An example could be a luxury brand sponsoring a lounge area, providing branded amenities and exclusive offers to lounge guests.
• Security areas: Advertising in security areas can reach passengers during a crucial part of their journey, when they are focused and attentive. A brand could sponsor security trays or bins, displaying their logo and messaging to create a memorable impression.
• In-flight videos: In-flight video advertising allows brands to engage with passengers during their flight, when they are more likely to be relaxed and receptive to messaging. An example could be a short promotional video or a sponsored segment within the in-flight entertainment system.
• Baggage claim: Advertising in baggage claim areas can target passengers as they wait for their luggage, providing an opportunity for brands to create a lasting impression. For instance, a brand could wrap the baggage carousel with their messaging or display a large-format banner nearby.

These examples represent just a few of the many advertising opportunities available at airports like HOU, with countless other platforms and formats to explore.

Airport price breakdown

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

• Average Price: The average price for a billboard in Houston is approximately $36,063.66, offering a competitive option for advertisers seeking to maximize their reach within a specific budget.
• Median Price: With a median price of $1,120,678, Houston's billboard market caters to advertisers looking for premium placements and high-impact visibility.
• Lowest Price: The lowest price for a billboard in Houston is $0, providing an opportunity for advertisers to explore cost-effective options and potentially negotiate favorable deals.

Airport Impression and CPM Metrics

In summary, the impressions and CPM metrics for Houston's billboard advertising market are as follows:

• Total Impressions: The total number of impressions for Houston's billboard market is approximately 159,314,000, showcasing the vast reach of this advertising platform.
• Average Impressions: On average, a billboard in Houston generates around 2,451,000 impressions, offering advertisers a substantial audience for their campaigns.
• Median Impressions: The median number of impressions for a billboard in Houston is about 1,120,000, indicating a wide range of visibility across different billboard placements.
• Average CPM: The average cost per thousand impressions (CPM) for a billboard in Houston is approximately $137,219.30, reflecting the competitive pricing in this market.
• Median CPM: With a median CPM of $27.67, Houston's billboard market caters to advertisers with varying budgets and campaign objectives.

Some of the top airport ad providers for HOU

Here are some of the top providers for advertising at HOU:

• JCDecaux Airports is a leading provider of airport advertising solutions, offering a wide range of innovative and impactful formats to engage passengers at HOU.
• Intersection (United Club) specializes in advertising within airline lounges, providing brands with a unique opportunity to connect with premium travelers at HOU.

Other formats for advertising in Houston

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

• Static Billboards: Static billboards generate approximately 917,000 impressions with an average CPM of $30.02. This classic advertising medium remains a popular choice for brands seeking consistent visibility and a wide reach.
• Billboards: Billboards receive around 28,000 impressions and have an average CPM of $3,038.19. This traditional yet impactful medium offers visibility like no other, making it a staple in outdoor advertising strategy.
• Street Furniture: Street furniture advertising garners about 18,808 impressions with an average CPM of $216.97. This versatile format allows brands to engage with consumers in high-traffic areas, such as bus stops and shopping districts.
• Wheat Pastings: Wheat pastings accumulate approximately 1,565,000 impressions and have an average CPM of $24.84. This creative and eye-catching medium enables advertisers to make a bold statement in urban environments.
• Wallscapes: Wallscapes generate around 220,433 impressions with an average CPM of $95.33. These large-scale advertisements create a powerful visual impact, capturing the attention of passersby and motorists alike.
• Retail Venues: Retail venue advertising garners approximately 28,162 impressions with an average CPM of $15.29. This format allows brands to target consumers in shopping centers and other retail environments, capitalizing on their purchasing mindset.
• Transit: Transit advertising generates around 5,250,000 impressions and has an average CPM of $8.37. This medium enables advertisers to reach commuters and travelers on buses, trains, and other public transportation systems.
• Bus: Bus advertising accumulates about 5,400,000 impressions with an average CPM of $5.00. This mobile advertising format offers brands the opportunity to reach a wide audience as buses travel throughout the city.
• Window Scapes: Window scapes have an average CPM of $60.33. This visually appealing format allows brands to create eye-catching displays in storefront windows, attracting the attention of pedestrians and shoppers.
• Everything Else: Other advertising formats in Houston generate approximately 181,250 impressions with an average CPM of $770.21. This category encompasses a variety of unique and innovative advertising opportunities for brands to explore.

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