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Travelers arrive an hour or more before there scheduled flight. Military travelers arrive  2 hours or more before scheduled flights. Studies show these travelers spend a large percentage of this time looking at advertising.
Arriving passengers waiting for baggage and visitors delivering and picking up travelers spend large blocks of time viewing advertising in the airport.  

Studies show that more attention is given to airport advertising than to ANY OTHER MEDIA. Air travelers are generally consumers open to trying new products or services. Consumers are more apt to act on advertising messages due to the higher "recall" rate for products and services advertised in an airport.