Offices and airports key hubs for connectivity and brand engagement

By AdNews | 8 May 2024
Bel Harper.

Offices and airports have become key hubs for social connectivity and brand engagement among affluent business professionals, according to research from oOh!media.

Eight out of ten (83%) of business professionals say while hybrid work is the new normal, the office remains a nexus for community, productivity and connection in the post-pandemic era, the study by strategic consumer insights consultancy Nature revealed.

Two-thirds of professionals fly for business, with most expecting this to remain steady or increase. More than nine in ten (93%) of C-level executives are more likely to travel for work, dropping marginally to 84% for senior managers.

Although most have adapted to the new hybrid way of working, C-suite executives typically spend an average of 78% of their week in the office (or 3.9 days), 71% believe that businesses function better with everyone working in the office, compared to 34% of non-managerial roles.

However, three quarters said being in the workplace gives them a sense of community and connection and almost six in ten (58%) enjoy going into the office.

oOh!'s executive group director of product strategy, Bel Harper, said offices and airports are more than workplaces or places to catch a plane - they’re social and informational hubs that are proven to influence media consumption, shopping behaviours and brand perception.

“Half of business professionals get brand recommendations from colleagues in the office and a quarter shop for luxury brands each month in CBD locations," she said.

"This social connectivity extends to airports where business travel integrates with work and leisure time, with 70% enjoying the time they spend in airport lounges, using them to speak with their peers because of extended dwell times.”

oOh! recently created a team of specialists to maximise advertising engagement across airport and office environments to help connect brands with unique and targeted business audience.

The A Professional Perspective study surveyed 997 business professionals and business owners in key metropolitan areas across Sydney, Melbourne, and Brisbane who earn more than $100,000. The research is being presented to marketers and agencies at oOh! events in Sydney and Melbourne.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus