Advertising in Indianapolis International Airport (IND)

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

Situated in the thriving core of Indianapolis, Indianapolis International Airport serves as a key gateway to the city and a valuable platform for advertisers. This bustling airport not only welcomes over 9 million passengers annually but also reflects the unique charm of Indianapolis itself. Here, advertising goes beyond conventional boundaries, engaging a diverse audience while showcasing local flair and creativity. At IND, each advertisement is more than a message; it's a vital component of an ongoing conversation among cultures, industries, and countless travelers.

Why advertise at IND?

Indianapolis International Airport (IND) is a key player in the aviation industry, offering unique advertising opportunities and a strong connection to the local community. Some of its notable features include:

• Passenger traffic: The airport serves over 9 million passengers annually, providing a diverse audience for advertisers.
• Local charm: IND reflects the unique charm of Indianapolis, showcasing local flair and creativity in its advertising opportunities.
• Cultural conversation: Advertisements at IND are part of an ongoing conversation among cultures, industries, and travelers, making them more engaging and impactful.
• Advertising variety: The airport offers a wide range of advertising options, from static billboards to hand-painted murals, catering to different advertiser needs and preferences.

Indianapolis Market

Indianapolis Market:

• Population: Indianapolis is the 17th largest city in the United States, with a population of over 2 million people in the metropolitan area, according to the U.S. Census Bureau.
• Economic growth: The city has a diverse economy, with major industries including advanced manufacturing, life sciences, logistics, and technology. Indianapolis is also home to the headquarters of several Fortune 500 companies, such as Eli Lilly and Company, Anthem Inc., and Simon Property Group.
• Cultural diversity: Indianapolis is known for its rich cultural heritage and diverse population, which includes a mix of ethnicities, races, and backgrounds. This diversity offers advertisers the opportunity to target a wide range of audiences and demographics.
• Entertainment and sports: The city is a hub for entertainment, hosting major events, concerts, and festivals throughout the year. Indianapolis is also home to several professional sports teams, including the Indianapolis Colts (NFL), Indiana Pacers (NBA), and Indianapolis Indians (MiLB), attracting millions of fans and providing additional advertising opportunities.
• Education and innovation: Indianapolis is a center for higher education, with prestigious institutions such as Indiana University-Purdue University Indianapolis (IUPUI), Butler University, and Marian 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.

Indianapolis Audience

Indianapolis Audience:

• Local residents: With a population of over 2 million people in the metropolitan area, Indianapolis is home to 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 in the city.
• Domestic and international tourists: Indianapolis attracts millions of visitors each year, thanks to its rich cultural heritage, sports events, and entertainment options. The city welcomed over 28 million visitors in 2018, providing advertisers with the opportunity to reach a wide range of domestic and international tourists.
• Language diversity: Indianapolis is home to a linguistically diverse population, with residents speaking various languages, including Spanish, Burmese, and Arabic. 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 Indianapolis audience has a wide range of interests and lifestyles, from sports enthusiasts to arts and culture aficionados. Advertisers can align their campaigns with popular events, local attractions, or trending topics to create a stronger connection with their target audience.
• Highly connected: Indianapolis residents are highly connected, with widespread smartphone usage and a strong presence on social media platforms. Advertisers 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 IND:

• Video walls: Strategically placed video walls throughout the airport can display eye-catching digital advertisements, capturing the attention of passengers as they navigate the terminal. For example, a large video wall near the baggage claim area can showcase a local hotel's promotional video.
• Airline lounges: Advertisers can target premium passengers by placing ads in airline lounges, where travelers often spend time relaxing and waiting for their flights. An example could be a luxury brand promoting its latest products through print ads or digital displays in the lounge.
• Security areas: Advertising in security areas, such as near the TSA checkpoints, can reach a captive audience as passengers wait in line. For instance, a travel insurance company might place a banner ad promoting its services near the security screening area.
• In-flight videos: Advertisers can engage passengers during their flights by placing ads in in-flight entertainment systems. A popular example is a short commercial for a car rental company shown before the start of a movie or TV show.
• Interactive kiosks: Interactive kiosks placed throughout the airport can provide passengers with useful information while also displaying targeted advertisements. For example, a local restaurant might advertise its menu and location on a touchscreen kiosk that also offers airport maps and flight information.

These examples represent just a few of the many advertising opportunities available at airports like IND, allowing advertisers to reach a diverse and captive audience in various ways.

Airport price breakdown

Billboard pricing in Indianapolis varies, with options available for different budgets:

• Average Price: The average price for a billboard in Indianapolis is approximately $41,428.57, catering to advertisers with a moderate budget.
• Lowest Price: For those looking for more affordable options, the lowest price for a billboard in Indianapolis is around $22,000, making it accessible to smaller businesses and advertisers with limited budgets.

Airport Impression and CPM Metrics

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

• Total Impressions: The total number of impressions for advertising campaigns in Indianapolis is approximately 13,580,000, showcasing the potential reach of ads in the city.
• Average Impressions: On average, advertising campaigns in Indianapolis generate around 219,000 impressions, indicating the typical exposure an ad can expect to receive.
• Average CPM: The average cost per thousand impressions (CPM) for advertising campaigns in Indianapolis is approximately $21.36, providing a benchmark for evaluating the cost-effectiveness of ad placements.
• Median CPM: The median CPM for advertising campaigns in Indianapolis is around $20.62, offering a more representative measure of the typical cost per thousand impressions in the city.

Some of the top airport ad providers for IND

Here is a list of top billboard providers for Indianapolis International Airport (IND):

• Lamar Airports offers a variety of airport advertising options, including digital displays, wall wraps, and banners, to help advertisers reach a captive audience at IND.

Other formats for advertising in Indianapolis

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

• Static Billboards: Static billboards generate approximately 325,000 impressions with an average CPM of $12.05. This traditional form of advertising continues to be a popular choice for advertisers seeking a cost-effective and highly visible medium.
• Billboards: Billboards receive around 28,000 impressions and have an average CPM of $11.42. This classic advertising medium offers high visibility and a wide reach, making it a staple in outdoor advertising strategies.
• Street Furniture: Street furniture advertising garners about 139,000 impressions with an average CPM of $15.90. This versatile medium allows advertisers to target pedestrians and commuters in high-traffic areas, such as bus stops and sidewalks.
• Wheat Pastings: Wheat pastings generate approximately 1,225,000 impressions and have an average CPM of $45.38. This creative and eye-catching form of advertising is perfect for brands looking to make a bold statement in urban environments.
• Wallscapes: Wallscapes receive around 259,000 impressions with an average CPM of $111.83. These large-scale advertisements create a lasting impression on viewers, making them ideal for high-impact campaigns.
• Retail Venues: Retail venue advertising generates about 21,000 impressions with an average CPM of $13.69. This medium allows advertisers to target consumers in shopping centers and other retail environments, where they are more likely to make purchasing decisions.
• Transit: Transit advertising receives approximately 2,306,000 impressions and has an average CPM of $42.72. This medium offers advertisers the opportunity to reach commuters and travelers using public transportation, such as buses and trains.
• Window Scapes: Window scapes have an average CPM of $40.55. Although there are no recorded impressions for this category, these visually appealing advertisements can effectively capture the attention of passersby in busy urban areas.
• Everything Else: Other advertising opportunities in Indianapolis generate around 441,000 impressions with an average CPM of $10.67. This category encompasses a wide range of advertising options, allowing advertisers to find the perfect fit for their unique campaign needs.

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