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Transcript of Technology template dark_2
![Page 1: Technology template dark_2](https://reader033.fdocuments.us/reader033/viewer/2022060118/558b301dd8b42a773a8b45f4/html5/thumbnails/1.jpg)
Technology
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What’s driving the market?
• Fast moving market
• New product development• Marketing• Consumers
What Defi nes the technology market?
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Tech owners who are Early Adopters
73%63%55%53%
41%37%
17%16%11%4%
59%55%45%55%
32%32%
9%12%
6%2%
UK Av-erage
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Use technology at the airport
Laptop PDA / Smartphone Tablet0%
10%
20%
30%
40%
50%
60%
70%
80%
Device carried when tr...
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Affl uent Audience
Their average income is at least 30% above the average of the local population
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Power of Infl uence
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More knowledgeable and approachable
JCDA Engaged Britons are more knowledgeable and approachable than their friends, family and colleagues.
Mor
e kn
owle
dgea
ble
on E
lect
roni
c go
ods/te
chno
logy
Know
ledg
eabl
e on
mob
ile p
hone
s
Often
aske
d ad
vice
on
Elec
troni
c Goo
ds/ t
echn
olog
y
Often
aske
d fo
r adv
ice
on lo
bile
pho
nes
0%
10%
20%
30%
40%
50%
60%
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85%76%75%66%57%
37%22%43%30%
19%UK Av.
Three quarters cannot do without mobile communication
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Enjoyment, Impulse and Sampling
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
“For luxury brands, proximity between brand communication and shops is important: that’s what airports can offer”
-Jean-Marc Lacave, President LVMH Watch & Jewellery
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Opportunity to purchase at the airport
61% of all Electrical goods bought at UK airports are bought by JCDA passengers
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The Airport Environment drives purchases
“Since our decision to take the new Terminal 3 Impact site, sales in our Terminal 3 concession have achieved their highest revenue levels yet, which we believe can be strongly attributed to our advertising presence.”
Francesca Bernard, Marketing Manager at Mulberry
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Enhance international brand credentials
Airport advertising increases brands’…
92%International Status
83%Prestige
89%Cosmopolitan feel
84%Modernity
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IBM
• IBM needed cut-through in a competitive corporate environment
• They were looking for a medium that offered arresting visual impact and the ability to measure a campaign’s success
• IBM utilised JCDecaux Airport’s eye-tracking research• These results gave insight into what type of execution is
most eye-catching:– A moving image, – Bright, primary colours.
“We have always had more of a free rein to develop our own partnerships with outdoor advertisers….in the past few years there have been great opportunities to do advertising in ways that just haven’t been possible before”
Rosemary Brown, Brand Advertising Manager, IBM
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Synergy – The Airport Environment Embodies Retail
A modern and digital environment and portfolio