PORTLAND, ORAIRPORT MEDIA GUIDE

AIRPORTMEDIA GUIDE

| PORTLAND | lamar.com

OUR HISTORY

AIRPORT ADVERTISING

AIRPORT PROFILE

TRAVELER PROFILE

MARKET PROFILE

COMPETITIVE MEDIA ANALYSIS

ADVERTISING COMPANY

PORTLAND, OR

A simple flip of the coin in Pensacola, Florida, landed Charles W. Lamar Sr. the opportunity of a lifetime. In 1908, when Mr. Lamar and J.M. Coe decided to dissolve their three-year partnership, a coin toss was used to divide their assets: the Pensacola Opera House and the Pensacola Advertising Company, the small poster company created to promote the Opera House. Mr. Lamar lost the toss, and was left with the less-lucrative poster company, which he renamed Lamar Outdoor Advertising Company. Over the course of the next century, Mr. Lamar and his descendants built Lamar Advertising from a small sign company on the Gulf Coast into one of the largest providers of Out-of-Home advertising in the nation.

Through generations of commitment, integrity, and innovation, Lamar has changed the nation’s landscape while still maintaining the character of a family business.

OUR HISTORY| PORTLAND

| PORTLAND | lamar.com

Whether you are trying to raise awareness about your brand, product, or service, or you’d like to encourage point-of-sale, airport advertising meets your needs.

Airport advertising stands out from other media options because of its high visibility. Advertisers have the opportunity to target an engaged audience as they journey through the airport, from security lines to baggage claim.

Airport ads work exceptionally well for branding campaigns. Use airport advertising to paint a vivid, captivating picture of your brand. Achieve high campaign awareness and ad recall by bringing your message to the airport where the engaged audience awaits.

Branding campaigns give consumers top of mind awareness of your brand. Invest in airport advertising to spread the word about your product or service.

Advertisers say that when they use airport in their media mix, the buy feels much “bigger” than the actual spend.

AIRPORT ADVERTISING

Airport advertising delivers your message to a saturated audience of affluent, educated, tech-savvy business and leisure travelers in a “high dwell environment.”

| PORTLAND

| PORTLAND | lamar.com

AIRPORT PROFILEPORTLAND INTERNATIONAL AIRPORT

| PORTLAND

| PORTLAND | lamar.com

Ranked “Best U.S. Airport” 2006, 2007, 2008 & 2010 by Conde Nast in its Business Traveler Poll, Portland International has a loyal passenger mix that truly enjoys the ambiance of this airport. Portland International offers up the perfect blend of business and leisure travelers. More than 15 million passengers a year use PDX as their gateway to and from Portland and the Pacific Northwest. The airport provides nonstop flights to nearly 60 domestic and international cities in the US, Europe, Canada and Asia, and has an average of 500 departures daily.

AVERAGE ANNUAL PASSENGERS:

15 MILLION

TRAFFIC AND IMPRESSIONS500+ Scheduled Daily Flights56 Cities Served with Non-Stop Flights

RANKED IN THE U.S. TOP 30

PDX PASSENGER PROFILE

DEMOGRAPHICSMale: 45% Female: 55%Age 35-54: 35% Age 55-64: 32%

CHILDREN UNDER 18 IN HOUSEHOLDNone: 58% One or Two: 34%

EMPLOYMENTEmployed Full- or Part-Time: 74%Management / Business/ Financial: 15%Professional: 19%White Collar: 47%Retired: 13%

EDUCATIONCollege Educated: 69%College Graduate or More: 34%Some College: 35%

RESIDENCE78% live in the Portland Metro DMA

AIRLINESAir Canada | Continental | Hawaiian | Seaport

United | Alaska | Delta | Horizon | Southwest

US Air | American | Frontier | JetBlue | Spirit

INT’L NON-STOP DESTINATIONSAmsterdam | Calgary | Tokyo/Narita | Vancouver

KEY DOMESTIC NON-STOPSAtlanta | Boston | Chicago | Dallas | Denver

Las Vegas | New York City | Phoenix | Seattle

San Francisco

TRAVELER PROFILEPORTLAND INTERNATIONAL AIRPORT

75% of frequent flyerssay they both notice airport advertising and take the time to read the message.

Frequent flyers are 56% more likely than all Americans to be first to try or buy new products or services.

73% of business frequent flyers spend up to 2 hours in connecting airports during layovers.

Portland International travelers are affluent, educated and savvy. Over ninety-five thousand will buy a new car this year, 54% work full-time, 18% earn over $100K per year and 76% own their home. PDX is their air travel gateway and they are loyal PDX travelers!

SOURCE: SCARBOROUGH USA+ 2015 (Release 1)

| PORTLAND

| PORTLAND | lamar.com

FREQUENT FLYER

FAST FACTS:HHI $100,000+Frequent Fliers: 126% more likely

Air Travelers: 60% more likely, overall

College DegreeFrequent Fliers: 62% more likely

Air Travelers: 39% more likely, overall

Post Graduate DegreeFrequent Fliers: 142% more likely

Air Travelers: 68% more likely, overall

Spend Less Time Watching TVFrequent Fliers: 35% less likely to be a heavy TV viewer

Air Travelers: 21% less likely, overall

Spend More Time on the InternetFrequent Fliers: 54% more likely to be a heavy internet user

Air Travelers: 23% more likely, overall

MARKET PROFILEPORTLAND, OR

SOURCES: SCARBOROUGH USA+ 2015 (Release 1), US Census

| PORTLAND | lamar.com

49.4% MALE 50.6% FEMALE

18-24 y/o 8.75% 45-54 y/o 13.5% 25-34 y/o 14.3% 55-64 y/o 12.8%35-44 y/o 14.5% 65 & older 13.8%

3% ARE AFRICAN AMERICAN. 11% ARE HISPANIC

38% OF HOUSEHOLDS EARN > $75,000/YEAR

59% OWN THEIR RESIDENCE WHILE 38% RENT

2,231,181P O P U L A T I O N : 40% OF RESIDENTS ARE COLLEGE GRADUATES

AREA EVENTS & ATTRACTIONS:Rose Festival | Intel Oregon Int’l Air Show | Grand Floral Parade | Starlight Parade | Moda Center

Oregon Zoo | Washington Park | OMSI | Portland Children's Museum | Oaks Park | City Fair

Portland Art Museum | North Clackamas Aquatic | Evergreen Aviation & Space Museum

Arlene Schnitzer Concert Hall | Willamette River | Pearl District | Alberta Arts District | Providence Park

Portland International Beer Festival | Keller Fountain Park | Portland Japanese Garden

Portland Trail Blazers | Portland Timbers | Portland Winterhawks | Portland Thorns

Portland Thunder | Hillsboro Hops

SPORTS:

52% of area homes subscribe to cable. 47% of these households use a DVR.42% of residents are heavy radio listeners. 34% use an online music service.58% haven’t read a newspaper in the past week.

COMPETITIVE MEDIA:

Portland State University | University of Portland | Lewis and Clark Univesity | Reed College

Concordia University | Pacific University | Multnomah University | Warner Pacific College

Art Institute of Portland | Oregon Health & Science University | Portland Community College

Mt. Hood Community College | Clackamas Community College | Pacific Northwest College of Art

Linfield College | Marylhurst University | LeCordon Bleu College of Culinary Arts

HIGHER EDUCATION

AIRPORT ADVERTISINGIS A CONSTANT MEDIA

COMPANION. Airport ads deliver consistent

impressions as trends shift in other forms of advertising.

Airport advertising can compliment, reinforce, and

extend the reach of other ad types in your campaign as

part of a media mix strategy.

COMPETITIVE MEDIA PRESENCEIN THE PORTLAND MARKET

RADIO

70+LOCAL RADIO STATIONS ARE AVAILABLE TO PORTLAND AREA LISTENERS.

34% of Portland residents use an online music service.

Your target listener must tune in to the exact station your commercial is on and be actively listening at the time your ad plays. Your transit ad is in the sight line of all drivers in your target area.

NEWSPAPER

58%OF PORTLAND AREA RESIDENTS SAY THEY DID NOT READ A NEWSPAPER THIS WEEK.

Among area newspaper readers, 27% are retired, 68% did not graduate from college, and 72% do not have children in their home.

Newspaper readership is steadily declining in favor of up-to-the-minute news sources. Many papers have reduced publishing to a couple times per week. Transit ads reach your target as long as people are moving around the city.

TELEVISION

48%OF PORTLAND HOMES DO NOT SUBSCRIBE TO CABLE TELEVISION.

Of the remaining 52% of households that do get cable, 47% have a DVR, enabling them to skip commercials.

Like radio, your target must be tuned in at the right time, on the right channel, be paying attention, and not choose to fast-forward through your message. Transit cannot be turned off. Effective designs are hard to ignore.

| PORTLAND

| PORTLAND | lamar.com

SOURCE: SCARBOROUGH USA+ 2015 (Release 1)