Advertising in Luis Muñoz Marín International Airport (SJU)

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

Located in the lively San Juan/Carolina region, Luis Muñoz Marín International Airport serves as a key gateway to the Caribbean and a prime advertising opportunity. Welcoming over 9 million passengers annually, this bustling airport showcases the vibrant culture of Puerto Rico while connecting travelers from around the world. At SJU, advertising goes beyond conventional boundaries, engaging a diverse audience and celebrating the unique blend of local heritage and global connections. Here, each ad campaign contributes to an ongoing conversation among cultures, businesses, and countless visitors.

Why advertise at SJU?

Luis Muñoz Marín International Airport (SJU) is a major hub for travelers and offers a variety of unique features that make it stand out among other airports. Some of these notable aspects include:

• Cultural showcase: The airport highlights Puerto Rico's vibrant culture, providing a memorable experience for travelers.
• Global connections: SJU serves as a key gateway to the Caribbean, connecting passengers from around the world.
• Diverse audience: Advertising at SJU reaches a wide range of people, including locals, tourists, and business travelers.
• Innovative advertising: The airport offers unique advertising opportunities that go beyond traditional formats, engaging visitors in new and exciting ways.

San Juan/Carolina Market

• Population: San Juan and Carolina are part of the San Juan-Caguas-Guaynabo metropolitan area, which has a population of over 2 million people, according to the U.S. Census Bureau. This diverse population offers advertisers a wide range of target audiences.
• Economic growth: The San Juan/Carolina region has a diverse economy, with major industries including tourism, manufacturing, and services. The area is also home to several pharmaceutical and medical device manufacturing companies, providing a strong economic base for the region.
• Cultural diversity: San Juan and Carolina are known for their rich Puerto Rican culture and history, which is reflected in the local architecture, cuisine, and traditions. This cultural diversity offers advertisers the opportunity to create engaging and memorable campaigns that resonate with a wide range of audiences.
• Entertainment and sports: The San Juan/Carolina area is a hub for entertainment, hosting numerous events, concerts, and festivals throughout the year. The region is also home to several sports teams, such as the Criollos de Caguas (baseball) and the Caciques de Humacao (basketball), attracting fans and providing additional advertising opportunities.
• Education and innovation: The San Juan/Carolina region is home to several higher education institutions, including the University of Puerto Rico, Rio Piedras Campus, and the Universidad del Este. This concentration of academic institutions fosters a culture of innovation and research, making the area an attractive market for advertisers targeting educated and tech-savvy audiences.

San Juan/Carolina Audience

• Local residents: The San Juan/Carolina area is home to a diverse population, including young professionals, families, students, and retirees. This variety of residents allows advertisers to target specific demographic groups or appeal to a broader audience within the San Juan-Caguas-Guaynabo metropolitan area.
• International tourists: Puerto Rico is a popular tourist destination, attracting millions of visitors each year. According to the Puerto Rico Tourism Company, the island welcomed over 5.2 million tourists in 2019, with many of them visiting the San Juan/Carolina 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: The San Juan/Carolina area is predominantly Spanish-speaking, but English is also widely spoken due to the region's status as a tourist hub and its connection to the United States. Advertisers should consider creating bilingual campaigns or incorporating visual storytelling to effectively communicate with this diverse audience.
• Interests and lifestyles: The San Juan/Carolina 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: Puerto Rico has a high smartphone penetration rate, with over 80% of the population owning a smartphone, according to a Statista report. This connectivity allows advertisers to engage with the San Juan/Carolina audience through targeted online campaigns, social media influencers, and interactive experiences.

Types of Airport Advertising

Here are some of the most common advertising platforms at SJU:

• Digital displays: High-resolution digital screens strategically placed throughout the airport, such as video walls in high-traffic areas, can showcase eye-catching visuals and dynamic content to engage travelers.
• Airline lounges: Premium advertising opportunities within airline lounges, such as branded charging stations or sponsored Wi-Fi, can target affluent and business travelers in a relaxed environment.
• Security areas: Advertising in security areas, like branded security trays or checkpoint signage, can capture the attention of passengers during a typically stressful part of their journey.
• In-flight videos: Partnering with airlines to feature promotional content in in-flight entertainment systems can reach a captive audience during their flight, when they are more likely to be receptive to advertising messages.
• Experiential activations: Interactive installations, product demonstrations, or pop-up shops within the airport can create memorable experiences for travelers and generate buzz around a brand or product.

These examples represent just a fraction of the diverse advertising opportunities available at airports like SJU, with many more options to explore and customize for each unique campaign.

Airport price breakdown

Billboard pricing in the San Juan/Carolina area varies depending on factors such as location, size, and visibility, with the following price ranges:

• Average Price: The average price for a billboard in the San Juan/Carolina area is approximately $1,200.00, offering a cost-effective option for advertisers looking to reach a diverse audience.
• Median Price: With a median price of around $1,000.00, billboards in this region provide a balanced option for advertisers seeking both affordability and visibility.
• Lowest Price: The lowest price for a billboard in the San Juan/Carolina area can be as low as $500.00, making it an attractive choice for advertisers on a tight budget or those looking to test the market.

Airport Impression and CPM Metrics

Impressions and CPM metrics provide valuable insights into the reach and cost-effectiveness of advertising campaigns in the San Juan/Carolina area:

• Total Impressions: The total number of impressions for a campaign in this region can reach up to 1,000,000, offering advertisers a significant opportunity to connect with their target audience.
• Average Impressions: On average, an advertising campaign in the San Juan/Carolina area can generate around 500,000 impressions, providing a solid reach for most advertisers.
• Median Impressions: The median number of impressions for a campaign in this region is approximately 400,000, reflecting a typical level of exposure for advertisers in the market.
• Average CPM (Cost Per Thousand Impressions): The average CPM for a campaign in the San Juan/Carolina area is around $2.40, offering a cost-effective option for advertisers looking to maximize their return on investment.
• Median CPM: With a median CPM of about $2.50, advertising campaigns in this region provide a balanced option for advertisers seeking both affordability and reach.

Some of the top airport ad providers for SJU

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

• Alluvit Media specializes in airport advertising, offering a variety of advertising solutions at Luis Muñoz Marín International Airport.

Other formats for advertising in San Juan / Carolina

A closer look at the data reveals the depth and breadth of the other opportunities available in San Juan / Carolina:

• Static Billboards: Static billboards generate around 300,000 impressions with an average CPM of $1.42. This traditional advertising medium offers a constant presence, making it a reliable choice for advertisers in the San Juan/Carolina area.
• Billboards: Billboards in San Juan/Carolina receive approximately 2,878,000 impressions with an average CPM of $3.50. This traditional yet impactful medium offers visibility like no other, making it a staple in outdoor advertising strategy.
• Wallscapes: Wallscapes in the region garner around 3,885,000 impressions with an average CPM of $10.39. These large-scale advertisements create a striking visual impact, capturing the attention of passersby and making a lasting impression.
• Retail Venues: Advertising in retail venues generates about 300,000 impressions with an average CPM of $2.00. This targeted approach allows advertisers to reach consumers in a shopping mindset, increasing the likelihood of conversion.
• Everything Else: Other advertising opportunities in San Juan/Carolina accumulate around 881,000 impressions with an average CPM of $1.00. These diverse options provide advertisers with the flexibility to explore unique and creative ways to reach their target audience.

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