Advertising in Philadelphia International Airport (PHL)

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

Located in the historic city of Philadelphia, Philadelphia International Airport serves as a key gateway to the United States and a prime advertising opportunity. Welcoming over 33 million passengers annually, this bustling airport showcases the rich culture and innovation of the City of Brotherly Love. Advertising at PHL reaches a diverse, global audience while celebrating the unique spirit of Philadelphia. Here, each advertisement becomes an essential part of the conversation between cultures, industries, and millions of travelers.

Why advertise at PHL?

Philadelphia International Airport (PHL) is a major transportation hub with several notable features that make it stand out. Some of these features include:

• Connectivity: PHL offers non-stop flights to over 130 domestic and international destinations, making it a convenient choice for travelers.
• Facilities: The airport features seven terminals with modern amenities, including shopping, dining, and entertainment options for passengers.
• Economic impact: PHL contributes significantly to the local economy, supporting thousands of jobs and generating billions of dollars in economic activity.
• Environmental initiatives: The airport is committed to sustainability, with various programs in place to reduce its environmental footprint and promote eco-friendly practices.

Philadelphia Market

• Population: Philadelphia is the sixth-largest metropolitan area in the United States, with a population of over 6 million people, according to the U.S. Census Bureau. This large population offers advertisers a vast audience to target with their campaigns.
• Economic growth: The city boasts a diverse economy, with major industries such as healthcare, education, financial services, and tourism. Philadelphia is also home to several Fortune 500 companies, including Comcast, Aramark, and AmerisourceBergen, providing ample advertising opportunities for businesses.
• Cultural diversity: Philadelphia is known for its rich history 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 for out-of-home advertising.
• Entertainment and sports: The city is a hub for entertainment, hosting major events, concerts, and festivals throughout the year. Philadelphia is also home to several professional sports teams, including the Philadelphia Eagles (NFL), Philadelphia 76ers (NBA), and Philadelphia Phillies (MLB), attracting millions of fans and offering additional advertising opportunities.
• Education and innovation: Philadelphia is a center for higher education, with prestigious institutions such as the University of Pennsylvania, Drexel University, and Temple 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.

Philadelphia Audience

• Local residents: Philadelphia's population of over 6 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 within the city.
• International tourists: As a historic city with numerous attractions, Philadelphia draws millions of tourists each year. According to Visit Philadelphia, the city welcomed over 45 million visitors in 2019, providing advertisers with the opportunity to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: Philadelphia is home to a linguistically diverse population, with numerous 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 Philadelphia audience is characterized by a wide range of interests and lifestyles, from history buffs and art enthusiasts to sports fans and food lovers. 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: Philadelphians are known for their active digital habits, with high smartphone penetration and a strong presence on social media platforms. The Philadelphia audience is highly connected and 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 PHL:

• 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 brand could showcase a dynamic product launch video on a large video wall near a high-traffic area.
• Airline lounges: Premium airline lounges offer a captive audience of affluent travelers, making them an ideal location for targeted advertising. A luxury car brand, for instance, could place a sleek print ad or digital display within a lounge to reach potential buyers.
• Security areas: As passengers wait in line for security checks, they are exposed to various advertising opportunities. A travel insurance company could place a series of informative posters along the queue, highlighting the benefits of their coverage plans.
• In-flight videos: Many airlines offer in-flight entertainment, providing an opportunity for brands to advertise through pre-roll video ads or sponsored content. A streaming service could promote its latest original series with a captivating trailer shown before a popular movie or TV show.
• Baggage claim: As passengers wait for their luggage, they are a captive audience for advertising in the baggage claim area. A local hotel could place a large banner ad near the carousel, promoting its convenient location and special offers for weary travelers.

These examples represent just a fraction of the numerous advertising opportunities available at Philadelphia International Airport, with countless other platforms and formats to explore.

Airport price breakdown

Billboard advertising prices in Philadelphia vary, with options to suit different budgets:

• Average Price: The average price for a billboard in Philadelphia is approximately $10,722.17, offering a range of options for advertisers with varying budgets.
• Lowest Price: The lowest price for a billboard in Philadelphia is around $1,925, providing an accessible entry point for smaller businesses or those looking to test the effectiveness of outdoor advertising.

Airport Impression and CPM Metrics

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

• Total Impressions: The total number of impressions for all advertising campaigns in Philadelphia is approximately 25,640,000, showcasing the vast audience that can be reached through outdoor advertising.
• Average Impressions: On average, each advertising campaign in the city generates around 154,000 impressions, indicating a strong potential for brand exposure and engagement.
• Average CPM: The average cost per thousand impressions (CPM) for advertising campaigns in Philadelphia is approximately $10.98, offering a competitive rate for businesses looking to maximize their return on investment.
• Median CPM: The median CPM for advertising campaigns in the city is $4.10, highlighting the affordability of outdoor advertising in Philadelphia and its potential for cost-effective brand promotion.

Some of the top airport ad providers for PHL

Here are some of the top providers for advertising at Philadelphia International Airport:

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of innovative platforms and formats to help brands reach their target audience.

Other formats for advertising in Philadelphia

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

• Static Billboards: Static billboards generate approximately 267,000 impressions with an average CPM of $17.12. This classic advertising medium offers a consistent presence and high visibility, making it a popular choice for outdoor campaigns.
• Digital Billboards: Digital billboards receive around 40,000 impressions and have an average CPM of $173.64. These dynamic displays allow for flexible messaging and creative updates, making them an attractive option for advertisers seeking versatility.
• Street Furniture: Street furniture advertising garners about 200,000 impressions with an average CPM of $10.99. This format integrates seamlessly into the urban landscape, providing targeted exposure to pedestrians and commuters.
• Wheat Pastings: Wheat pastings achieve approximately 1,305,000 impressions and an average CPM of $21.91. This unconventional medium allows for artistic expression and unique placements, capturing the attention of passersby.
• Wallscapes: Wallscapes generate around 196,000 impressions with an average CPM of $117.31. These large-scale murals create a memorable visual impact, making them an ideal choice for brands looking to make a statement.
• Retail Venues: Retail venue advertising receives about 47,000 impressions and has an average CPM of $12.24. This targeted approach allows advertisers to reach consumers in a shopping mindset, increasing the likelihood of purchase.
• Transit: Transit advertising generates approximately 6,500,000 impressions with an average CPM of $2,155.46. This high-impact format reaches a captive audience of commuters, providing extended exposure and increased brand recall.
• Window Scapes: Window scapes achieve an average CPM of $53.99. These eye-catching displays transform storefronts into engaging advertisements, attracting the attention of pedestrians and shoppers alike.
• Everything Else: Other advertising opportunities in Philadelphia generate around 83,000 impressions with an average CPM of $16.80, showcasing the diverse range of options available for advertisers to explore.

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