Delta Air Lines confirms efficacy of place-based digital screens

Delta Air Lines and digital agency Digitas have shared results of their place-based digital advertising campaign aimed at raising awareness among business travellers in the New York area for Delta as a preferred international carrier.

Delta Air Lines and Digitas, which planned and ran the campaign between late February and mid June 2009, chose place-based digital media as a component of their advertising strategy.

Edison Research, an independent research firm, conducted market research to gauge the effectiveness of the campaign, which also included traditional media. 

Using SeeSaw Networks’ national network of place-based digital advertising screens, the campaign ran in locations that Delta’s target audience of business travelers visits throughout a busy week, such as ferry terminals, health clubs, gas stations and cafes. 

The results indicate that the campaign increased awareness and drove stronger consideration for Delta’s international travel routes among the target audience.

Edison Research surveyed consumers prior to the launch of the place-based advertising campaign and again during the campaign to measure how effectively the messages reached Delta’s target audience and whether awareness was increased. 

Results: 

• Awareness of Delta as an international carrier increased by more than 28 percent.
• Among business travellers, the perception that Delta “flies to the international destinations you want to go to” increased 26 percent.
• The percentage of people “very likely” to recommend Delta to friends, family or colleagues increased by 61 percent.
• 32 percent of those who noticed the screens (index of 695 against US national average) fit Delta’s income demo.
• Those who noticed the screens were frequent travelers who had an average of 5.2 business trips a year.
• Overall awareness of Delta increased by 15 percent