Advertising in Los Angeles International Airport (LAX)

Los Angeles International Airport (LAX) is a global gateway and a premier advertising destination, situated in the heart of the entertainment capital of the world. As the third busiest airport globally, LAX serves over 88 million passengers annually, offering advertisers unparalleled exposure to a diverse and affluent audience. At LAX, advertising opportunities are as limitless as the city itself, blending local culture with international appeal, and providing a powerful platform for brands to engage with millions of travelers.

Why advertise at LAX?

LAX is a major hub for both domestic and international travel, offering a wide range of advertising opportunities. Notable features of LAX include:

• Passenger volume: Serving over 88 million passengers annually, LAX provides advertisers with a large and diverse audience.
• Global gateway: As a major international airport, LAX connects travelers to destinations all around the world.
• Entertainment capital: Located in Los Angeles, LAX is at the heart of the entertainment industry, attracting a high-profile and affluent demographic.
• Cultural blend: Advertising at LAX allows brands to engage with a unique mix of local culture and international appeal, reaching a wide variety of travelers.

Los Angeles Market

• Population: Los Angeles is the second-largest metropolitan area in the United States, with a population of over 13 million people, according to the U.S. Census Bureau. This large population offers advertisers a vast audience to target with their campaigns.
• Economic growth: Los Angeles boasts a diverse economy, with major industries such as entertainment, technology, aerospace, and fashion. The city is home to numerous Fortune 500 companies, including Walt Disney, Amgen, and AECOM, providing advertisers with a thriving business environment.
• Cultural diversity: Known for its multicultural population, Los Angeles is a melting pot of ethnicities, races, and backgrounds. This diversity allows advertisers to target a wide range of audiences and demographics, making it an attractive market for various campaigns.
• Entertainment and sports: As the entertainment capital of the world, Los Angeles hosts numerous events, concerts, and film premieres throughout the year. The city is also home to several professional sports teams, such as the Los Angeles Lakers (NBA), Los Angeles Dodgers (MLB), and Los Angeles Rams (NFL), offering additional advertising opportunities to reach millions of fans.
• Education and innovation: Los Angeles is a hub for higher education, with prestigious institutions like the University of California, Los Angeles (UCLA), the University of Southern California (USC), and the California Institute of Technology (Caltech). 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.

Los Angeles Audience

• Local residents: Los Angeles is home to over 13 million people, encompassing a diverse range of residents such as young professionals, families, students, and retirees. This diverse population allows advertisers to target specific demographic groups or appeal to a broader audience in the city.
• International tourists: Los Angeles is a popular tourist destination, attracting millions of visitors each year. According to the Los Angeles Tourism & Convention Board, the city welcomed over 50 million tourists in 2019, with a significant portion coming from international destinations. This presents a unique opportunity for advertisers to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: Los Angeles is known for its linguistic diversity, with over 200 languages spoken throughout the city. This 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 Los Angeles audience is characterized by a wide range of interests and lifestyles, from entertainment 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 connected: Angelenos are known for their fast-paced, always-on-the-go lifestyle, and this extends to their digital habits as well. With high smartphone penetration and a strong presence on social media platforms, the Los Angeles audience is highly connected and receptive to digital advertising. Brands 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 LAX:

• Video walls: Strategically placed throughout the airport, video walls display eye-catching digital advertisements that capture the attention of passengers as they navigate the terminals. For example, a luxury brand might showcase their latest collection on a high-definition video wall near the duty-free shopping area.
• Airline lounges: Exclusive spaces for premium passengers, airline lounges offer a captive audience for targeted advertising. Brands can place print ads in lounge magazines, sponsor branded charging stations, or even offer product samples to lounge guests.
• Security areas: As passengers wait in line for security checks, they are a captive audience for advertising messages. Brands can place ads on security trays, bins, or even the dividers used to separate passengers in line, ensuring their message is seen by millions of travelers.
• In-flight videos: Many airlines offer in-flight entertainment systems, providing an opportunity for brands to advertise through pre-roll video ads or sponsored content. For example, a travel company might advertise their vacation packages through a short video played before the in-flight movie.
• Baggage claim: As passengers wait for their luggage, they are exposed to advertising opportunities such as digital screens, banners, or even branded luggage carousels. A car rental company, for instance, might advertise their services on a digital screen near the baggage claim area.

These examples represent just a fraction of the numerous advertising opportunities available at LAX, with many more options for brands to explore and leverage in their campaigns.

Airport price breakdown

In Los Angeles, billboard pricing varies greatly, with the following key data points:

• Average Price: The average price for a billboard in Los Angeles is approximately $45,846.07.
• Median Price: The median price for a billboard in the city stands at $2,687,613.00.
• Lowest Price: The lowest price for a billboard in Los Angeles can be as low as $1,000.00.

Airport Impression and CPM Metrics

In Los Angeles, the impressions and CPM metrics for billboards showcase a wide range of values, offering advertisers various opportunities to reach their target audience:

• Total Impressions: The total number of impressions for billboards in Los Angeles is approximately 831,436,000.
• Average Impressions: On average, a billboard in the city generates around 6,204,700 impressions.
• Median Impressions: The median number of impressions for a billboard in Los Angeles is about 2,687,600.
• Average CPM: The average cost per thousand impressions (CPM) for a billboard in the city is $162.77.
• Median CPM: The median CPM for a billboard in Los Angeles stands at $15.45.

Some of the top airport ad providers for LAX

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

• JCDecaux Airports is a leading provider of airport advertising solutions, offering a wide range of innovative and impactful advertising opportunities at LAX.
• Intersection (United Club) specializes in air advertising, providing brands with unique opportunities to reach premium passengers in United Club lounges at LAX.

Other formats for advertising in Los Angeles

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

• Static Billboards: Static billboards generate approximately 392,000 impressions with an average CPM of $139.77. This classic advertising medium remains a popular choice for brands seeking a strong presence in the city.
• Digital Billboards: Digital billboards receive around 36,000 impressions and have an average CPM of $5,737.75. This modern and dynamic medium allows for greater flexibility and targeting in advertising campaigns.
• Street Furniture: Street furniture advertising garners about 344,000 impressions with an average CPM of $12.32. This type of advertising integrates seamlessly into the urban landscape, reaching pedestrians and commuters alike.
• Wheat Pastings: Wheat pastings achieve approximately 1,000,000 impressions and have an average CPM of $716.07. This creative and eye-catching medium is perfect for brands looking to make a bold statement in the city.
• Wallscapes: Wallscapes generate around 738,000 impressions with an average CPM of $1,431.59. These large-scale advertisements create a lasting impression on viewers, making them an ideal choice for high-impact campaigns.
• Retail Venues: Retail venue advertising garners approximately 40,000 impressions with an average CPM of $37.31. This type of advertising allows brands to reach consumers in a shopping mindset, increasing the likelihood of purchase.
• Transit Advertising: Transit advertising generates around 6,000,000 impressions and has an average CPM of $2,229.72. This medium effectively reaches commuters and tourists, making it a valuable addition to any advertising campaign.
• Bus Advertising: Bus advertising achieves about 1,014,000 impressions with an average CPM of $14.56. This mobile advertising platform allows brands to reach a wide audience as buses travel throughout the city.
• Taxi Advertising: Taxi advertising generates approximately 1,220,000 impressions and has an average CPM of $14.50. This on-the-go advertising medium is perfect for targeting busy urbanites and tourists alike.
• Everything Else: Other advertising opportunities in Los Angeles receive around 43,000 impressions with an average CPM of $1,899.39. These diverse options allow brands to explore unique and innovative ways to reach their target audience.

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