Macau International Airport
Advertising
MEDIAADVERTISING | AGENDA
Macau, the capital of entertainment inAsia
Audience and traffic
Enhancing Macau transportation network
JCDecaux data solutions
Advertising media offer
MACAU, THE CAPITAL OF ENTERTAINMENT IN ASIA
AMONG THE WEALTHIEST PLATFORM IN THE WORLD
(2024)
MACAU, THE VEGAS OF THE EAST
LICENSES & CASINOS
6 gaming licenses
50+ casinos
GGR
REVENUES
A FLORISHING TOURISM INDUSTRY
28 MILLION TOURISTS IN 2023
+395% vs 2022
78% of 2018’s figure
68% of tourists come from Mainland China
#1 favorite destination for Mainland Chinese
33 MILLION TOURISTS IN 2024
Projected figure by the government
92% of 2018’s figure
TRAVELERS PROFILES & HABITS
AUDIENCE & TRAFFIC MACAU INTERNATIONAL AIRPORT
MIA’S PASSENGERS TRAFFIC RECOVERS FAST
Passengers’ growth accelerated in 2023 and is well on track to reach pre-pandemic levels
749k
Passengers in Aug 2024
**Source: CAM, data as of 27 Aug 2024
7.2M to 7.8M
Total expected passengers in 2024
46%
Passengers come from China
FLIGHTS
DESTINATIONS & ORIGINS
Macau rises as the capital of leisure and entertainment attracting even more wealthy Chinese travelers nowadays
2019
CHINA (42.10%)
TAIWAN (17.75%)
THAILAND (8.78%)
SOUTH KOREA (7.98%)
PHILIPPINES (6.39%)
VIETNAM (3.74%)
CAMBODIA (3.61%)
MALAYSIA (3.43%)
JAPAN (3.24%)
SINGAPORE (1.54%)
OTHERS (1.42%)
H1 2024
CHINA (46.1%)
TAIWAN (16.6%)
THAILAND (9.9%)
VIETNAM (9.2%)
S.KOREA (4.9%)
PHILIPPINES (3.3%)
MALAYSIA (3.2%)
JAPAN (2.4%)
SINGAPORE (2.3%)
CAMBODIA (0.3%)
OTHERS (1.7%)
ENHANCING MACAU’S TRANSPORTATION NETWORKS
AIRPORT’S EXPANSION TO WELCOME 15
M PAX/ YR
MIA is undertaking major improvements in its facilities to meet the tourism demand driven by environmental, social, and economic changes
Macau Fourth Bridge to link Airport to the HKMZ Bridge and facilitate cross-border traffic flow (to open in 2024)
Airport Expansion
Passengers
Terminal Extension (completion by 2030)
107,000 Aircraft movements annually upon completion
47
JCDECAUX DATA SOLUTIONS
AIRPORT PROGRAMMATIC (prDOOH), REAL TIME BIDDING
SUPPLY SIDE
The largest Airport inventory in the world
7,300+ screens in 153 airports
Majority stake in the largest SSP fully dedicated to OOH
Live in 19 countries and connected to 30+ DSPs
Omni-Channel Buy through Programmatic
Majority stake in major DSP fully dedicated to OOH
Trading 700,000+ screens in 53+ countries
FROM OOH TO DOOH & prDOOH: A CASE STUDY WITH HSBC
Airbridge Sponsorship
Reinforce its status as a leading commercial bank in Hong Kong through brand domination inside and outside of all the airbridges of T1, offering visibility to 100% of the passengers.
Tactical Product Campaign
Campaign promoting the HSBC app to engage further with existing customers. The campaign was displayed at the departures area, on the digital gate totems and reached 100% of departing passengers
prDOOH Campaign
Display ads at the airport before and during the HSBC Global Summit, accompanying European attendees traveling in town along the way to the taxi stands
FLIGHT ACTIVATED AD CAMPAIGNS (FAAC)
OPTIX: THE CREATIVE OPTIMIZATION AI TOOL
JCDecaux’s creative attention tracking & machine learning [AI] tool Optix, helps advertisers understand OOH attention performance
Case study: UBER
CREATIVE HEATMAP
The Optix’ Heat Map aims at ensuring that the elements of creatives drawing attention (saliency or memorability) serve their campaigns objectives
Case study: SHEIN
New York Newsstands FIRST CREATIVE ITERATION FINAL CREATIVE ITERATION
SHEIN BLACK FRIDAY 2021 CAMPAIGN - KV FEEDBACK
Campaign's objectives:
Grow awareness of their new service, Uber Moto with a promotional code on their creative
1. Promotion: Shadowed by the brand
2. Model: Attracted the most attention
3. Brand Name: Received some attention
OPTIX, AN AI-SUPPORTED ANALYTICS TOOL IN ACTION
AUTOMATED POST CAMPAIGN SURVEY
JCDecaux Data Solutions enabled brands to evaluate the effectiveness of their creative advertising campaign in airports.
Example of qualitative and quantitative data a post-campaign survey enables brands to gather
POST-CAMPAIGN
SURVEY
A solutions for brands to access feedback through quantitative data from passengers exposed to their ads
Total Reach
Brand Visibility
Brand Awareness
Brand Perception
Brand Preferences
Brand Recall
Intent of Purchase
2.6M passengers saw the campaign*
Hong Kong #3
Chinese city with the highest purchase intent
81% of respondents who really like the surveyed brand are millennials
72% of respondents would go to the brand’s shop or on its website to buy a product after seeing the campaign
71% of respondents would recommend the brand after seeing the campaign
43% of respondents saw and recalled this campaign at HKIA when answering the survey**
DYNAMIC CREATIVE OPTIMISATION (DCO)
A powerful solution that can help marketers create more relevant and effective ads
Flight Data
Social Media Feed Live Indices
Creating dynamic content for brands has proven to be beneficial in engaging deeper with audiences, through increased awareness, memorability & perception
Description: Ads’ creative or language change depending on the destinations or origin of the flights
Objective: reach a specific audience traveling to/from a targeted destination
Description: Ads’ creative incorporate messages, pictures or other elements published on a brand social media by travelers
Objective: Emphasis the link between online and offline brand initiative and reinforce community building
Description: Ad display only when specific criteria are met (weather data, UV index, Olympic Games results, traffic…)
Objective: optimise, display, surprise passengers in real time and get message associated to specific factors
ADVERTISING MEDIA OFFER
IMPACT EXTERIOR BILLBOARDS
EXTERIOR BILLBOARDS
DEPARTURES
MAIN ROAD
IMPACT DIGITAL DEPARTURES PREMIUM DIGITAL
DEPARTURES DUTY-FREE AIRSIDE INTERNATIONAL
DEPARTURES PREMIUM DIGITAL
IMPACT ARRIVALS IMMIGRATION LIGHTBOX ON WALL
ARRIVALS AFTER IMMIGRATION
INTERNATIONAL AIRSIDE
ARRIVALS IMMIGRATION LIGHTBOX ON
ARRIVALS AFTER IMMIGRATION INTERNATIONAL AIRSIDE
ARRIVALS
BAGGAGE
RECLAIM AREA
SPECTACULAR LIGHTBOX
PASSENGERS FLOW
WALL
IMPACT ARRIVALS IMMIGRATION COLUMN LIGHTBOXES
ARRIVALS IMMIGRATION COLUMN LIGHTBOXES
ARRIVALS
IMMIGRATION HALL
ARRIVALS IMMIGRATION INTERNATIONAL AIRSIDE COLUMN LIGHTBOX PASSENGERS FLOW
IMPACT BAGGAGE RECLAIM COLUMN LIGHTBOXES
BAGGAGE RECLAIM COLUMN LIGHTBOXES
ARRIVALS
PASSENGERS FLOW
IMPACT BAGGAGE RECLAIM LIGHTBOXES ON WALL
BAGGAGE RECLAIM LIGHTBOXES ON WALL
ARRIVALS BAGGAGE RECLAIM INTERNATIONAL AIRSIDE
BAGGAGE RECLAIM AREA
SPECTACULAR LIGHTBOX
PASSENGERS FLOW
IMPACT BAGGAGE RECLAIM LIGHTBOXES ON WALL
BAGGAGE RECLAIM LIGHTBOXES ON WALL
ARRIVALS BAGGAGE RECLAIM INTERNATIONAL AIRSIDE
BAGGAGE RECLAIM AREA
SPECTACULAR LIGHTBOX
PASSENGERS FLOW
IMPACT BAGGAGE RECLAIM SPECTACULAR LIGHTBOXES
BAGGAGE RECLAIM SPECTACULAR LIGHTBOXES
ARRIVALS BAGGAGE RECLAIM INTERNATIONAL AIRSIDE
ARRIVALS
BAGGAGE
RECLAIM AREA
SPECTACULAR LIGHTBOX
PASSENGERS FLOW
ENTERTAIN BAGGAGE RECLAIM 3D DISPLAY
BAGGAGE RECLAIM 3D DISPLAY
ARRIVALS BAGGAGE RECLAIM INTERNATIONAL AIRSIDE
ARRIVALS
RECLAIM AREA PASSENGERS FLOW 3D DISPLAY
BAGGAGE
IMPACT ARRIVALS GREETING LIGHTBOXES
ARRIVALS GREETING LIGHTBOXES
ARRIVALS
ARRIVALS
GREETING HALL
LANDSIDE GREETING HALL
GREETING LIGHTBOX
PASSENGERS FLOW
ARRIVALS DIGITAL WELCOME NETWORK
IMPACT ARRIVALS GREETING SPECTACULAR LIGHTBOX
ARRIVALS GREETING SPECTACULAR LIGHTBOX
ARRIVALS
ARRIVALS
GREETING HALL
LANDSIDE GREETING HALL
DIGITAL PANELS
PASSENGERS FLOW
BROADCAST TAXI STAND COLUMN LIGHTBOXES
TAXI STAND COLUMN LIGHTBOXES
ARRIVALS INTERNATIONAL LANDSIDE TAXI STAND
ARRIVALS
EXTERIOR, TAXI STAND
COLUMN LIGHTBOX PASSENGERS FLOW
