Airplane Advertising – The Most Memorable Means of Mass Advertising

The importance of advertising is plainly understood by most businesses. A significant part of their budget is devoted to it. If finances are tight, many try to build business through word-of-mouth from satisfied customers but that can take a while.

This is the reason why many target their local community with high cost radio and television ads. The price of the ad is determined through the use of polls which estimate the number of people watching. However, these numbers can often be inflated due to channel surfing during breaks in a program. If it’s actually read, printed advertisements put a coupon or offer right in the prospect’s hand. Also, internet advertising is growing in popularity but some find it difficult to target the audience they are aiming for.

One novel plan to quickly and effectively inform a local population of a product or service is airplane advertising. A firm is hired to make a large banner with a concise message and then to trail this message behind an airplane flown over a beach, sporting event, concert, parade or any open sky gathering.  The people hear the drone of the plane, look up, read the ad, and the message is delivered. Does this sound expensive? It is actually more cost effective than most of the methods of advertising mentioned above.

Aerial advertisers claim that their method reaches more people in a more effective way for much less cost than other traditional advertising methods. For example, a few years ago a particular Miami beach was targeted for an aerial banner and then 2000 of the people were surveyed thirty minutes later. The result was that 88% of the people were aware an ad flew by, 79% could recall the product or service, and 67% could recall at least half of the exact message. Could the printed media or radio and TV ads match this effectiveness at a reasonable five dollars per thousand people targeted? While some spend as much as 20% of their budget on advertising, aerial advertising can reach as many people for only a comparable 8% of the same budget.

It works like this. The drone of the plane in the sky causes people to look up. There, behind the plane, is a banner flapping in the wind and displaying a large, readable message, product, logo, or website. Curiosity sets in. “Who hired this plane to tote their message?” “Who is going to pay so much to get their message to the public?” or some wonder simply, “What does it say?” For up to seventeen seconds the people watching can repeatedly read the ad. The message has been delivered.

Concerns of air pollution caused by the plane can be put aside as this is much less than the amount of waste produced by discarded print advertisements reaching the same number of people. Comparatively, aerial advertising is much less invasive.

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