by. Autumn Addley

Summer is not just a season of vacations and relaxations, it’s also a prime time for advertisers to reach a large audience. With US consumers planning trips, exploring new destinations, and participating in a variety of outdoor activities, summer travel creates a myriad of opportunities for advertisers to connect with potential customers.

Three ways advertisers can leverage peak summer travel for their brand

Streaming audio platforms like Spotify, Pandora, and Apple Music can be powerful tools for advertisers looking to reach consumers during the summer travel season. Advertisers can align their ads with specific genres or interests that are popular during the summer months. By targeting users based on their preferred genre or interest, advertisers can create more relevant and engaging experiences. The on-the-go accessibility of streaming audio can have an impact during high travel months. Travelers often listen to streaming services while driving, hanging at the beach, or having a summer cookout, ensuring continuous engagement with ads. Advertisers can also target based on the listener’s location, for example, by promoting local attractions, restaurants, or services to travelers. Taking advantage of these benefits, advertisers can reach and engage summer travelers and drive awareness during the summer months.

Advertising in airports also offers unique benefits for advertisers during the busy summer travel season. Airports are hubs for activity with travelers passing through daily, providing a large and diverse audience. Based on travel forecasts, airline carriers are expecting to transport 271 million passengers (June 1 to August 31), which is up 6.3% from 2023. Passengers often have long wait times, allowing them to engage more with advertisements. While walking through the airport, you’ll notice that ads are typically displayed in areas with heavy foot traffic, such as check-in counters, baggage claim areas, and boarding gates. Digital screens allow advertisers to update content in real time, keeping ads relevant and timely. By leveraging the unique environment and audience of airports, advertisers can achieve high visibility, targeted reach, and significant engagement, making airport advertising a powerful tactic during the peak travel season.

Last but not least are billboards. Utilizing billboards in an upcoming summer campaign can increase visibility. Summer travel often involves road trips and according to Deloitte’s 2024 Summer Travel Survey, 7 in 10 US travelers plan to road trip this summer. This increased traffic leads to more visibility for billboard advertising. Similarly, billboards can increase brand awareness. Large eye-catching billboards can build brand awareness, especially for local businesses aiming to attract tourists. Billboards allow for creative and stand-out designs that can grab and engage travelers’ attention, leaving a lasting impression. Lastly, advertisers can tailor their billboard messages to align with seasonal trends and events. This can help brands stay relevant and appealing to summer travelers.

Summer travel offers advertisers a unique opportunity to connect with consumers in meaningful ways. By utilizing streaming audio, airport advertising, and billboards advertisers can maximize their impact and drive results during the summer season.