Sky’s the Limit: How Airport Advertising Elevates Brand Visibility and Engagement

As we step into 2023, the traffic within ASEAN airports continues to surge, affirming their status as pivotal hubs connecting the world with some airports even forecasted to surpass their past performance with the 2024 forecasted numbers. It is with excitement that Singapore is already planning the fifth terminal at the Changi Airport which is slated to service 50 million passengers a year – that is more than Terminal 1 and Terminal 3 combined. Mega plans are found in this ST interactive here.

With international travel rebounding and regional hubs thriving, the skies seem poised for even more traffic in the year ahead. The significance of airports as bustling commercial spaces cannot be overstated. The skies above Southeast Asia witnessed the most bustling air traffic in 2023, with the Kuala Lumpur-Singapore route soaring to the top of the world’s busiest international flight paths, according to data from travel intelligence firm OAG in this Yahoo news article here.

According to recent tourism statistics, Malaysia experienced a significant increase in tourist arrivals, with Kuala Lumpur International Airport (KLIA) serving as a gateway for millions of visitors. The number of passengers traveling through KLIA reached about 25 million in 2022, representing more than 70 percent of the 35 million travelers who used the airport in 2019. There is a series of upgrades that are happening right now at the KLIA including the aerotrain upgrades – here. There are 2 terminals at the KLIA with major airlines such as Singapore Airlines, and Malaysian Airlines (MAS) dominating K1 and low-cost airlines such as Air Asia being the largest airline based in K2.

ASEAN comprises of 10 member countries including Brunei, Cambodia, Indonesia, Laos PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. Vietnam is also experiencing a significant increase in tourism, with airports such as Tan Son Nhat International Airport in Ho Chi Minh City and Noi Bai International Airport in Hanoi playing critical roles in facilitating the influx of visitors. In terms of Vietnam’s business travelers, this is also set to increase as Vietnam has outperformed the average growth rate of the Asia region with an economic growth rate of 8.02 percent in 2022. With its strong connections with Europe, the USA, and China, many FDI respondents are positive regarding Vietnamese economic growth towards 2024, which is consistent with their reported interest in further investing in the country.

Facts / Statistic:
Discover the busiest airports, airlines, and flight routes in Southeast Asia this month | December 2023

From the latest OAG Dec 2023 report and key points – 

  • Indonesia remains the largest country by seat capacity in the region, with 11.4m seats which accounts for 30% of the region’s air capacity. Without a doubt, Indonesian’s sheer size and the fact that it is an archipelago – there are 683 airports as of Dec 2023, and 34 of them are commercial airports, which are managed by state-run airport operators: PT Angkasa Pura I (AP I) and PT Angkasa Pura II (AP II). For advertising purposes – we suggest to focus only on the top 12 airports in Indonesia. For a quick summary – the top 4 airports that are most important are Jakarta – Soekarno Hatta International Airport, as one of the most airport in Indonesia, Surabaya – Juanda International Airport – One of the Busiest Airports in Indonesia, Bali’s – Gusti Ngurah Rai International Airport and Medan’s  Kualanamu International Airport. 
  • Thailand is second largest with 7.1m seats in December 2023 and accounts for 18% of the region’s capacity.
  • The fourth largest country in SE Asia in capacity terms, Malaysia, has increased seat capacity most this month, increasing by 16% compared to last month.

From the latest OAG Dec 2023 report and key points – 

  • The top domestic route in SE Asia remains HAN-SGN – Hanoi (HAN) to Ho Chi Minh City (SGN) with 882k seats, a capacity increase of 7% compared to last month. 
  • Six of the Top 10 domestic routes are internal Indonesian flights from Jakarta to Makasssar, Bali, Medan, Surabaya. CGK-UPG – Jakarta (CGK) to Makassar (UPG) is the largest of these with 598k seats and is the second biggest domestic route in SE Asia.
  • The top 4 international routes remain between Singapore and other major regional hub airports – Kuala Lumpur (KUL), Jakarta (CGK), Bangkok (BKK) and Denpasar-Bali (DPS)
  • Kuala Lumpur (KUL) to Singapore (SIN) remains the busiest route with 419k seats this month, an increase of 5% more seats per day vs last month.


Why many top brands choose to advertise in Southeast Asia airports:

In the competitive landscape of modern marketing, businesses are continually seeking innovative and impactful ways to connect with their target audiences. Southeast Asia airports, serving as bustling transit points for millions of travelers, present an unparalleled opportunity for brands to amplify their visibility and engagement. Integrating airport advertising into your marketing strategy offers multifaceted benefits that extend far beyond conventional advertising channels. Airports are also a strategic advertising space that provide brands with a one-of-a-kind opportunity to connect with a diverse and captive audience. The advantages of airport advertising are numerous, and whether to target arrivals or departures depends on the campaign objectives.

Massive Reach and Diverse Audience: Southeast Asia airports witness a significant influx of travelers from various countries and backgrounds. Advertising in these hubs provides an unparalleled opportunity to reach a broad spectrum of demographics, including business professionals, tourists, and locals. By targeting the international arrivals and departures, advertisers can reach the mass affluent of ASEAN which is growing in numbers and economic potential. In addition, according to the ASEAN agreement, citizens of the member countries,can enter another country without a visa and stay there for 14 days for only tourist purposes. Hence it is easy for many tourists activities to take place between all the beautiful beaches of Bora to Phuc Quoc, Langkawi and shopping in Singapore, Bangkok etc The diverse audience allows for targeted advertising campaigns, ensuring messages resonate with specific groups while still reaching a wide range of potential consumers.

High Engagement and Extended Dwell Time: Travelers often spend considerable time in airports due to check-ins, security procedures, layovers, and flight delays. This extended dwell time offers advertisers an ideal window to capture the attention of a captive audience. Strategically placed ads, including digital displays, interactive kiosks, or engaging visuals, can effectively engage travelers during their wait, increasing the likelihood of message retention and brand recall.

Enhanced Brand Visibility and Global Exposure: Southeast Asia airports serve as international gateways, attracting passengers from around the world. Advertising in these prime locations not only increases brand visibility among travelers but also extends the reach beyond airport boundaries. As travelers depart and arrive at different destinations, the impact of the advertising exposure extends across various regions, amplifying brand recognition on a global scale and potentially leading to increased market penetration and consumer engagement worldwide.

Airport advertising has the power and potential to create memorable, engaging campaigns that connect with passengers on a deeper level. By taking advantage of the unique opportunities presented by airport environments, brands can create campaigns that generate positive word of mouth, increase engagement, and ultimately, drive sales. As the global travel industry continues to grow, the importance of airport advertising will only continue to increase, making it an essential tool for advertisers looking to connect with a diverse, international audience.

Read more about Airport advertising in Vietnam – Here

UOB bank had successfully created a multi airport and multi year brand awareness at the top ASEAN airports including in Vietnam’s Tan Son Nhat International Airport and Noi Bai International Airport by selecting 100% SOV static lightboxes and wall decal Out of Home, the advertisement has 24/7 exposure to international tourists and business travelers.

With Vietnam’s economy growing, its importance as an up-and-coming ASEAN country is unmistakable. This advertisement location is after the immigration and before the baggage reclaim are dominating the arrival hall, which is an unmissable location. Other than Vietnam airport, UOB also dominated the digital arrivals network in the Malaysia airport – KLIA 1 baggage reclaim area. This is one of the most perfect and efficient formats for tactical campaigns targeting arriving passengers in KLIA. Based on a network of bulkheads at the escalators and static pillar wraps that are strategically positioned on baggage carousels, it targets 100% arriving passengers.

Advertising in Southeast Asia airports stands as a dynamic and strategic avenue for businesses seeking to elevate their brand visibility, engage with a diverse audience, and leave a lasting impact on travelers. The unique confluence of extensive reach, prolonged dwell times, and a globally diverse audience presents an unparalleled opportunity for advertisers to craft compelling campaigns that resonate across borders.


As brands continue to recognize the significance of these bustling airport environments, the role of advertising within ASEAN airports transcends mere visibility—it becomes a gateway to forging enduring connections with consumers worldwide. Leveraging this platform not only ensures immediate exposure but also cultivates a path towards sustained brand recognition and influence in an ever-evolving global marketplace.


Ultimately, advertising in ASEAN airports doesn’t just signify a momentary encounter with travelers—it signifies a strategic investment in creating enduring impressions, fostering brand loyalty, and establishing a presence that transcends geographical boundaries. Embracing the dynamic landscape of airport advertising in ASEAN countries unveils an exciting trajectory for businesses to etch their mark in the hearts and minds of travelers worldwide.


Are you ready to make a lasting impact through a remarkable advertising campaign? 


The Perfect Media is your trusted partner in crafting visually stunning and engaging campaigns that captivate audiences. With more than 30 unique Out of Home media locations and outdoor advertising in Singapore and 300 in the rest of Asia – Contact us here today and start on a creative journey to create an advertising campaign that will leave a lasting impression on your target audience.



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