Transit and Airport Screens for Industrial Buyers

Plan transit and airport screens against timetables, not against a rate card. A metro platform on Linha 4 in Sao Paulo turns its audience over every 90 to 120 seconds at peak, so an execution that needs six seconds to make its point has already lost the viewer. Airside at Guarulhos the same person is in the environment for the better part of an hour and fifteen seconds is legitimate. Two different pieces of work, sold to you as one line item on almost every plan I am asked to review. Where this channel is worth the money: The people I plan against for industrial clients are plant directors, procurement leads, maintenance managers and logistics heads, and in Brazil they move through a short list of physical corridors: Congonhas and the shuttle banks to Belo Horizonte and Porto Alegre, Viracopos for the Campinas belt, Confins for the Minas metalworking cluster, Manaus for the Zona Franca, Joinville and Navegantes for the Santa Catarina manufacturing base. That list is the plan. Screens outside it are being sold to you as reach. Buying the concession, not the airport: Media rights are held per terminal and per concession, with different operators and different contract end dates inside the same airport. Rates soften in the sixty to ninety days before a renewal, and the arrival corridor is a separate negotiation from the departure gate lounge. I plan around those dates and hold the buy when the calendar says waiting is worth more than the flight. Dayparting from published data: ANAC publishes aircraft movement data and the airlines publish their schedules; between them the daypart is a fact rather than an assumption. A 06:00 to 08:30 domestic bank at Congonhas is executives on day trips. A 23:00 international arrival at Galeao is not your audience at any price, and it is frequently the cheapest inventory in the deck for that reason. On rail, station-level ridership is published monthly by Metro Sao Paulo and CPTM, so the buy is planned by station and line, not by network. Measuring a B2B flight: No brand lift study. You give me the named-account list by CNPJ, and the read is inbound activity and RFP invitations from those accounts against the same accounts in the prior period, plus an intercept survey run at the trade shows those buyers already attend, such as Feimec, Fenatran or Intermodal. Three hundred to four hundred responses is enough to tell whether recall moved among people who matter. It is a coarser instrument than digital measurement and I would rather hand you a coarse honest number than a precise invented one. Not included: No consumer or DTC campaigns in transit; the environment works differently for impulse categories and I am not the right planner for that. No static out-of-home, no sponsorship or naming rights negotiation, no event or booth work at the trade shows we survey at. No creative production, though I write the constraint sheet the agency has to build against. Who should not book this: Companies that cannot name their target accounts. A media budget under roughly one hundred thousand dollars for the flight, where a single terminal absorbs everything and there is no corridor left. Anyone who wants an airport because the audience is affluent, which is a description of an environment, not a reason to buy it. Markets: Brazil primarily, with the same method applied at Mexico City, Bogota, Santiago and Lima when the account list is regional.