Advertising impact and audience measurement set for discussion at AAA Retail & Commercial Forum

Advertising – a key source of non-aeronautical revenue for airports – will feature as a key topic of discussion at the Australian Airports Association (AAA) Retail & Commercial Forum on 21-23 July.

May 7, 2025 - 09:07

Advertising impact and audience measurement set for discussion at AAA Retail & Commercial Forum

AUSTRALIA. Advertising – a key source of non-aeronautical revenue for airports – will feature as a key topic of discussion at the Australian Airports Association (AAA) Retail & Commercial Forum on 21-23 July at Sydney Sofitel Wentworth hotel.

The Forum, a collaboration between the AAA, The Mercurius Group and The Moodie Davitt Report, is in its fourth year and focuses on promoting the growth and development of retail and commercial revenues for airports and concessionaires across Australia, New Zealand and the Pacific region.

The switch from classic to digital forms of advertising has revitalised this critical source of non-aero revenue for airports, providing new and exciting opportunities for airports and advertising concessionaires alike.

**Advertising is one of a diverse range of airport commercial topics to be covered at the Ground Transport Forum and Retail & Commercial Forum**

As a result, the recent development of an enhanced audience measurement system that for the first time includes capital city and regional airports by the Outdoor Media Association (OMA), dubbed by the advertising industry as MOVE (Measurement of Outdoor Visibility and Exposure) is set to grow advertising revenue for all airports – both large and small.

Advertising concessionaires will have the audience metrics (including the number and visibility of eyeballs on each advertising sign) to better communicate the unique value of airport advertising to brands and advertisers – designed to expand the pool of airport advertisers and to enhance the value of airport advertising opportunities.

Speakers in this key panel on advertising include (top row, from left) Outdoor Media Association CEO Elizabeth McIntyre and JCDecaux Australia Chief Marketing Officer Essie Wake; (below, from left) Bishopp Commercial Director Nick McAlpine and oOh!media Chief Commercial Operating Officer Robbie Dery

The development of MOVE will be the focus of a dedicated advertising discussion panel at the Forum. The discussion panel will include some of the most senior executives in the airport advertising space:

Elizabeth McIntyre, Chief Executive Officer, Outdoor Media Association
Essie Wake, Chief Marketing Officer, JCDecaux Australia
Nick McAlpine, Commercial Director, Bishopp Outdoor Advertising
Robbie Dery, Chief Commercial Operating Officer, oOh!media and OMA and MOVE board member

OMA CEO Elizabeth McIntyre said: “With the full support of our members, we’ve invested millions of dollars in developing a world-leading audience measurement system to better capture the true value of outdoor advertising.

“While we’ve previously been able to measure audiences at capital city airports, this new iteration of MOVE will, for the first time, include regional airport audience measurement. The inclusion of Indoor measurement also unlocks more granular airport data, including lounges. This addition will enable advertising concessionaires to offer airport advertising to more advertisers with the confidence that they can provide accurate, data-driven insights into audience engagement and reach, enabling more targeted, effective campaigns and ultimately driving higher revenue for both advertisers and airports.”

JCDecaux Australia CMO Essie Wake said: “MOVE brings essential measurement rigour to airport advertising, quantifying what we have always known: airports create unique moments of heightened engagement between brands and travellers. This global-standard measurement will give advertisers the confidence to unlock environments where attention, emotion and intention powerfully converge.”

Bishopp Commercial Director Nick McAlpine said: “The inclusion of regional airports in MOVE is a game changer for our business and our airport partners. Putting capital city airports and regional airports in the same marketplace drives a stronger value proposition, boosts exposure and ultimately drives stronger revenue.”

Robbie Dery, Chief Commercial Operating Officer, oOh!media and OMA and MOVE board member said: “We recognise the exceptional ability of airports to connect advertisers with premium audiences in high-quality, high-dwell environments. We have a passionate belief that commercial value is driven through enhanced passenger experience that is integrated into the airport ecosystem and media plays an important role in customer engagement.”

AAA CEO Simon Westaway said: “Airport advertising concessions contribute to both capital city and regional airports and hence this topic is of great interest to the AAA membership. The AAA commends OMA on this initiative and we are delighted to have such important topics for all our members discussed at this Forum.”

Registration to attend the Forum is open via the AAA website at this link.