Advertising in Raleigh–Durham International Airport (RDU)

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

Located in the thriving Research Triangle region, Raleigh-Durham International Airport (RDU) serves as a gateway to innovation and opportunity for advertisers. This bustling airport connects over 14 million passengers annually, showcasing the vibrant spirit of Raleigh and Durham. At RDU, advertising goes beyond conventional boundaries, engaging a diverse audience while celebrating local culture and technological advancements. Here, each advertisement contributes to an ongoing conversation among various industries, communities, and millions of travelers.

Why advertise at RDU?

Raleigh-Durham International Airport (RDU) offers a unique advertising experience with its innovative approach and diverse audience. Some notable aspects of RDU include:

• Passenger traffic: RDU serves over 14 million passengers annually, connecting them to various destinations across the globe.
• Research Triangle region: The airport is located in the thriving Research Triangle region, which is home to numerous technology companies and research institutions.
• Local culture: Advertising at RDU celebrates the vibrant spirit of Raleigh and Durham, showcasing the region's rich history and cultural diversity.
• Technological advancements: RDU embraces innovation, providing advertisers with cutting-edge advertising solutions that engage and captivate audiences.

Raleigh Market

• Population: Raleigh is part of the larger Raleigh-Durham metropolitan area, which has a population of over 2 million people, according to the U.S. Census Bureau. This growing population offers a diverse audience for advertisers to target.
• Economic growth: Raleigh's economy is driven by industries such as technology, healthcare, education, and research. The city is part of the Research Triangle region, which is home to numerous tech companies and research institutions, providing ample advertising opportunities for businesses in these sectors.
• Cultural diversity: Raleigh boasts a rich cultural heritage and a diverse population, with a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to reach a wide range of audiences and demographics in the Raleigh market.
• Entertainment and sports: Raleigh offers a vibrant entertainment scene, hosting various events, concerts, and festivals throughout the year. The city is also home to professional sports teams like the Carolina Hurricanes (NHL), providing additional advertising opportunities for businesses targeting sports fans.
• Education and innovation: Raleigh is a hub for higher education, with renowned institutions such as North Carolina State University and nearby Duke University and the University of North Carolina at Chapel Hill. This concentration of academic institutions fosters a culture of innovation and research, making Raleigh an attractive market for advertisers targeting educated and tech-savvy audiences.

Raleigh Audience

• Local residents: Raleigh's population of over 2 million people, as part of the Raleigh-Durham metropolitan area, includes a mix of young professionals, families, students, and retirees. This diverse population allows advertisers to target specific demographic groups or appeal to a broader audience in the Raleigh market.
• International tourists: Raleigh attracts a significant number of tourists each year, thanks to its rich cultural heritage, vibrant entertainment scene, and proximity to the Research Triangle region. 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: Raleigh's diverse population speaks a variety of languages, reflecting the city's cultural richness. 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 Raleigh audience is characterized by a wide range of interests and lifestyles, from arts and culture 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: Raleigh's residents are known for their tech-savvy nature, thanks to the city's strong focus on innovation and education. With high smartphone penetration and a strong presence on social media platforms, the Raleigh 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 RDU:

• 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 terminal. For example, a tech company could showcase its latest product with a dynamic video presentation.
• Airline lounges: Advertisers can target affluent and business travelers by placing ads in airline lounges, where passengers relax and enjoy premium amenities. A luxury car brand might display a sleek print ad or offer a branded charging station for electronic devices.
• Security areas: Advertising in security areas, such as near the TSA checkpoints, can reach a captive audience as passengers wait in line. A travel insurance company could place informative posters or digital screens promoting their coverage options.
• In-flight videos: In-flight entertainment systems offer a unique opportunity to engage passengers during their flight. A hotel chain could create a short video showcasing their properties and amenities, which would play before the main entertainment content.
• Baggage claim: Advertisements in the baggage claim area can target arriving passengers as they wait for their luggage. A local restaurant might place a large banner promoting their menu and location, enticing hungry travelers to visit.

These examples represent just a fraction of the numerous advertising opportunities available at airports like RDU, allowing brands to create tailored campaigns that effectively reach their target audience.

Airport price breakdown

Billboard pricing in Raleigh varies depending on factors such as location, size, and visibility, with the following price data points:

• Average Price: The average price for a billboard in Raleigh is approximately $3,967.80, reflecting a range of options for advertisers with different budgets and campaign goals.
• Median Price: With a median price of $2,549.50, advertisers can find billboards that offer a balance between cost and visibility, catering to a variety of advertising needs.
• Lowest Price: For those seeking the most cost-effective option, the lowest price for a billboard in Raleigh is around $1,200, providing an affordable entry point for smaller businesses or limited campaigns.

Airport Impression and CPM Metrics

In Raleigh, the impressions and CPM metrics for billboards showcase a range of advertising opportunities with varying reach and cost:

• Total Impressions: The total number of impressions for billboards in Raleigh is approximately 51,130,000, reflecting the potential reach of outdoor advertising in the area.
• Average Impressions: With an average of 532,000 impressions per billboard, advertisers can expect a significant level of exposure for their campaigns.
• Median Impressions: The median number of impressions for billboards in Raleigh is 2,550, offering a balanced option for advertisers seeking a middle ground between reach and cost.
• Average CPM: The average cost per thousand impressions (CPM) for billboards in Raleigh is $2.27, providing a cost-effective way to reach a large audience.
• Median CPM: With a median CPM of $2.11, advertisers can find billboards that offer a balance between cost and reach, catering to a variety of advertising needs.

Some of the top airport ad providers for RDU

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

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of innovative and engaging advertising formats to reach travelers at RDU.

Other formats for advertising in Raleigh

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

• Static Billboards: In Raleigh, static billboards get over 324,000 impressions with an average CPM of $9.50. This classic advertising medium offers a consistent presence and high visibility, making it a popular choice for outdoor campaigns.
• Digital Billboards: Digital billboards in Raleigh receive approximately 10,000 impressions and have an average CPM of $20.70. With their dynamic content and eye-catching visuals, digital billboards offer a modern and engaging alternative to traditional billboards.
• Street Furniture: Street furniture advertising in Raleigh generates around 58,000 impressions and has an average CPM of $12.91. This versatile format allows advertisers to reach pedestrians and commuters in high-traffic areas, such as bus stops and sidewalks.
• Wheat Pastings: Wheat pastings in Raleigh garner over 13,955,000 impressions with an average CPM of $4.92. This creative and cost-effective medium allows advertisers to make a bold statement in urban environments, targeting a diverse audience.
• Wallscapes: Wallscapes in Raleigh receive approximately 144,000 impressions and have an average CPM of $14.79. These large-scale advertisements make a lasting impression on viewers, providing a unique and memorable advertising experience.
• Retail Venues: Retail venue advertising in Raleigh receives about 17,000 impressions and has an average CPM of $21.07. This targeted approach allows advertisers to reach consumers in shopping centers and other retail environments, where they are more likely to make purchasing decisions.
• Transit Advertising: Transit advertising in Raleigh garners over 5,600,000 impressions with an average CPM of $9.25. By targeting commuters on buses, trains, and other public transportation, advertisers can effectively reach a wide range of demographics and lifestyles.
• Everything Else: Other advertising opportunities in Raleigh generate approximately 333,000 impressions and have an average CPM of $6.31. This category encompasses a variety of unique and innovative advertising formats, allowing brands to explore new ways to connect with their target audience.

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