The media inventory in rapid transit systems is growing at a rate of 15%-20% per year due to infrastructure development in India. In Mumbai specifically, the inventory has increased by 25%-30% in buses, 35% in autos, 20% in taxis, and 15% in local trains.
The research found that frequent flyers are highly responsive to airport advertisements, with 80% noticing the media and 42% taking action, such as visiting a website or learning more about a product. 19% of frequent flyers even purchased a product they saw advertised at the airport. The study also shows that airport campaigns drive foot traffic, with 84% of frequent flyers likely to visit a restaurant and 50% likely to visit a clothing store. The research confirms that the longer a traveller spends at the airport, the greater the exposure to advertising, with 74% of frequent flyers arriving more than an hour before their flight.
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