| Aerial advertising works because it works. That is, | | | | While lying on a beach, or enjoying a sporting |
| it works because the allure of the banner ad plays | | | | event, the spectator suddenly hears the |
| on our psyche and it stays there. We remember | | | | distinctive sound of the plane on its way. |
| aerial advertising and, better yet, can recall what | | | | Everyone looks skyward to see why the plane is |
| we saw on banner ads long after they have left | | | | flying low. They will continue watching the sky as |
| our sight. Many aerial advertising company | | | | the aerial banner is pulled across the sky and for |
| executives will ask people to think about banner | | | | the few minutes that the plane stays overhead, |
| ads they have seen. They ask people to think | | | | the spectators will continue to look at the banner. |
| about questions like this: | | | | Already these spectators have viewed the |
| Do you remember the ad you saw? | | | | banner ad longer than they might look at another |
| What do you remember about the ad? | | | | form of advertising. |
| Do you remember aerial ads you saw as a child? | | | | Banner advertising is also effective because it |
| Do you still remember the product or service | | | | plays into our desire to be part of a group |
| being advertised? | | | | experience. When thousands of people are looking |
| What other ads do you remember seeing | | | | toward the sky, they are sharing that experience. |
| recently? Do you remember more or less of the | | | | It’s a little like going to see 4th of July |
| banner ad than other forms of advertising? | | | | fireworks in a group setting rather than in your |
| Those asking the questions often find that people | | | | front yard. Part of the enjoyment comes from |
| remember flying banners with more detail and for | | | | sharing the experience with other people. |
| a longer period of time than they remember | | | | Finally, aerial advertising is effective with |
| other forms of advertising. | | | | consumers because it’s often used in |
| This begs the discussion of what about aerial | | | | conjunction with other forms of advertising. In |
| advertising is memorable to people. Of course, | | | | fact, when combined with other forms of |
| nobody can answer this question with absolute | | | | advertising, it’s much more effective than |
| certainty, but some studies have been done | | | | when it stands on its own. When the consumer |
| about the issue of aerial advertising effectiveness. | | | | sees a newspaper ad or hears a radio ad that |
| First, in 2004, a study was conducted on Miami | | | | advertises the same product or service that they |
| Beach about 30 minutes after a plane banner had | | | | saw on an airplane sign, they are more likely to |
| passed. The study made several interesting | | | | have a positive impression of it and might be |
| conclusions, including the fact that a full 88 | | | | more likely to act on the advertising. |
| percent of the people who were questioned | | | | It’s not smoke and mirrors, this aerial |
| remembered that a banner had passed over. | | | | advertising thing. But it works because it’s |
| Seventy nine percent reported remembering | | | | unique and interesting to people. It works with the |
| what was advertised on the plane banner. | | | | psychology of how we remember and respond to |
| Some have theorized that banner advertising has | | | | things. |
| a lasting impact because its delivery is unique. | | | | |