Airports Advertising

Why advertise in Malaysia airports?

• 24/7 passenger traffic
• Access to affluent, frequent travellers. Strong reach among higher-income travellers
• Fewer advertisers, higher share-of-voice
• Longer dwell time, especially during delays
• Close viewing distance for stronger impact

 

Gender	KLIA Terminal 1 – MTB	KLIA Terminal 2
Gender	64% Male	54% Male
Age	37 Years	35 Years
Income	High	Mid
Reason to trip	28% Business	14% Business
Trip Frequency	High	Mid
Dwell Time	98 Minutes	104 Minutes
Residency	36% Local	45% Local

KLIA AIRPORTS PASSENGERS SUMMARY

KLIA 1 & 2 TOTAL:

3,762,853 Monthly Passengers

121,382 Daily Passengers

KLIA/Terminal 1 AIRPORT

1. 1. MALAYSIA’S NUMBER 1 Airport Delivering 60% of all flyers in Malaysia.
   2. SOUTH EAST ASIA’S Fastest Growing Airport :  11%
   3. The World’s Busiest International Route KLIA to Changi
   4. POTENTIAL HIGH CAPACITY – 140 million Passengers
   5. BUSIEST DESTINATION For Chinese Travelers

2025 – Terminal 1

International	Jan	Feb	Mar	Apr	May	Jun
Arrival	1152324	1068892	905100	1089222	1028605	1123637
Departure	1158961	1089150	985863	1114075	1140302	1052031
Transit	16664	10990	10044	13308	10081	12492
Total	2327949	2169032	1901007	2216605	2178988	2188160
Domestic	Jan	Feb	Mar	Apr	May	Jun
Arrival	277162	309874	233360	314374	313446	308314
Departure	280133	303861	265341	283822	304186	319891
Transit	0	0	0	0	0	0
Total	557295	613735	498701	598196	617632	628205
Total Terminal 1	2885244	2782767	2399708	2814801	2796620	2816365

International	Jul	Aug	Sep	Oct	Total_2025
Arrival	1202680	1151399	1160018	1188153	11070030
Departure	1173673	1269882	1172095	1238465	11394497
Transit	17793	16814	16447	15135	139768
Total	2394146	2438095	2348560	2441753	22604295
Domestic	Jul	Aug	Sep	Oct
Arrival	283879	319881	352299	351435	3064024
Departure	291732	313061	344876	343205	3050108
Transit	0	0	0	0	0
Total	575611	632942	697175	694640	6114132
Total Terminal 1	2969757	3071037	3045735	3136393	28718427

KLIA2/Terminal 2 AIRPORT

1. 1. KLIA 2(Terminal 2) – The World’s Largest Terminal Built for LCCs
   2. KLIA 2(Terminal 2) – The World’s Third Best Low Cost Terminal (Skytrax World Airport Awards)

2025 – Terminal 2

International	Jan	Feb	Mar	Apr	May	Jun
Arrival	807510	712526	619358	721884	657879	702590
Departure	846759	742099	685507	694597	701343	679947
Transit	167	0	223	0	0	0
Total	1654436	1454625	1305088	1416481	1359222	1382537
Domestic	453694	396379	298369	452509	452400	443781
Arrival	435179	384616	333662	405928	445131	437009
Departure	0	0	0	0	0	0
Transit	888873	780995	632031	858437	897531	880790
Total	2543309	2235620	1937119	2274918	2256753	2263327
GRAND TOTAL	5428553	5018387	4336827	5089719	5053373	5079692

 

International	Jul	Aug	Sep	Oct	Total_2025
Arrival	766040	726992	709502	693108	7117389
Departure	777786	794313	704911	746218	7373480
Transit	0	0	0	0	390
Total	1543826	1521305	1414413	1439326	14491259
Domestic	457691	466543	444860	423565	4289791
Arrival	458524	452457	426513	410975	4189994
Departure	0	0	0	0	0
Transit	916215	919000	871373	834540	8479785
Total	2460041	2440305	2285786	2273866	22971044
GRAND TOTAL	5429798	5511342	5331521	5410259	51689471

KLIA 1 & 2 (Terminal 1 & 2) TRAFFIC OVERVIEW

KLIA 2 : 53%

KLIA : 47%

TOP AIRLINES

TOP AIRLINE	MARKET SHARE
AirAsia	37.9%
Malaysia Airlines	22.3%
AirAsia X	9.4%
Malindo Air	7.4%
Indonesia AirAsia	2.1%

TOP INT’L DESTINATIONS

DESTINATION	#PAX	GROWTH
Singapore	4,097,000	1.0%
Jakarta	2,716,808	8.0%
Bangkok	2,554,263	2.0%
Bali	1,587,021	9.0%
Hong Kong	1,580,320	-0.3%

SOURCE:
Source: MAHB Passenger Statistics

TRAVELLER PROFILES

CHINESE

Responsible for 40% Travel Retail Purchases

Nearly 4.2m Chinese arrivals per year

+31% Chinese tourist growth YoY

Malaysia – 6th  preferred Chinese holiday destinations

Malaysia is the 8th market for international Chinese spend

PREMIUM BUSINESS TRAVELLERS

25.2m Business Passengers movement annually

Business Travellers take an average of 7.7 trips annually

KLIA-Singapore is the busiest business route globally

61% make purchases while waiting for their flight

67% notice airport ads

MILLENNIALS

Largest demographic at the airport: 25.8m

75% notice airport ads

80% combine business and leisure trips

High spenders and very active online shoppers

97% smart phone penetration among travellers

PREMIUM LEISURE  TRAVELLERS

Leisure Travellers spend an average of 2.5 hours at the airport

Air Asia is the largest LCC at the airport: 25% share

82% notice airport advertising

86% make purchases while waiting for their flight

Understanding Passenger Dwell Time at KLIA: K1 and K2 Sections

Passenger dwell time refers to the amount of time travelers spend in an airport before boarding, after arrival, or while transferring between flights. At Kuala Lumpur International Airport, dwell time differs between K1, or KLIA Terminal 1, and K2, or KLIA Terminal 2, because both terminals serve different passenger profiles, airline models, and terminal layouts.

KLIA Terminal 1 is the airport’s original full-service terminal. It mainly supports international and premium carrier operations, including airlines such as Malaysia Airlines. The terminal includes the Main Terminal Building, contact piers, and a satellite terminal. Because of its larger international passenger mix, dwell time in K1 is often shaped by check-in, immigration, security clearance, lounge usage, duty-free shopping, and gate waiting.

In K1, passengers usually spend the longest time in the departure hall, immigration area, retail zone, lounges, and gate areas. For international departures, dwell time may range from 90 to 180 minutes, especially for passengers who arrive early for long-haul flights. Business and premium passengers may spend more time in lounges, while leisure travelers often spend time in duty-free outlets and food areas. Domestic passengers generally have shorter dwell times, often around 60 to 90 minutes, depending on airline check-in requirements and security flow.

K2, formerly known as klia2, is designed mainly for low-cost carrier operations and is strongly associated with AirAsia. Its layout is more retail-oriented, with Gateway@klia2 connected to the terminal. This makes dwell time in K2 more commercially distributed, as passengers often spend time in shopping, dining, convenience stores, and self-service check-in zones before entering the restricted area.

In K2, dwell time is often concentrated in the Gateway@klia2 mall, check-in rows, baggage drop counters, security screening, immigration, and long walking routes to piers. For international passengers, dwell time may range from 120 to 180 minutes, partly because low-cost carrier passengers are more likely to queue for document checks, baggage drop, and boarding procedures. For domestic flights, dwell time may be around 75 to 120 minutes, especially during peak periods.

A key difference between K1 and K2 is the passenger journey. K1 has a more traditional airport flow, where passengers move from check-in to immigration, then into airside retail or lounges before heading to the gate. K2 has a more extended commercial journey, with passengers often spending meaningful time landside at Gateway@klia2 before proceeding deeper into the terminal. K2 also has longer walking distances to some gates, especially for passengers using piers P and Q.

Estimated Dwell Time by Section

Overall, K1 dwell time is more influenced by international processing, lounges, and full-service airline behavior, while K2 dwell time is more affected by retail exposure, low-cost carrier queues, self-service processes, and walking distance. From a commercial and operational perspective, K2 may offer stronger retail dwell opportunities because passengers interact with Gateway@klia2 and terminal shops before reaching the gate. K1, however, may generate higher-value dwell time through duty-free shopping, premium lounges, and international passenger spending.

In conclusion, both KLIA terminals have distinct dwell-time patterns. K1 supports a more premium and international airport experience, while K2 supports a high-volume, low-cost carrier environment with strong landside and airside retail activity. Understanding dwell time by section helps airport operators improve queue management, retail planning, passenger comfort, and overall terminal efficiency.

Airports are the best place to target inbound and outbound tourists

At the airport, your ads will be extremely effective if you are targeting a large group of both business and leisure travellers as well as their friends and families. This is because they spend an average of 1 to 1.5 hours at the airports either waiting to depart or for the arrival of passengers. As such, your ads will garner high impressions at the media spots here with long ad-view durations.

With Advertising.my, you get the best Klia and Klia2 Airport Advertising rates!

Airports represent an important location for the country as it is the main entry point for visitors into the country and those who are leaving. In Malaysia, there are many airports which are operating around the country that service both international and domestic routes. The most prominent airport would be the Klia International Airport and Klia2. In the airport, billboard advertising is adopted in several scales ranging from digital poster boards to smaller boards used in trolleys and along the conveyor belts for luggage. Apart from that, billboards in airports are seen across the transit rooms, boarding rooms and along the duty-free shopping locations as well.

LightBox Advertising Panel

Lightboxes are commonly seen at airports where they are very usually placed at prominent locations like the conveyor belt to collect baggage, at arrival and departure halls and other locations. These lightboxes allow you to place your ad in various sizes and illuminated from behind.

Wall Mural

If you have a loud and captivating ad that you want to spread across the wall, you can use murals at the airport. This is where passengers can see your ad when they arrive or when they are about to depart because the murals are usually located at high traffic and viewable areas. The size of the mural can be up to 42ft x 6ft in size.

Wallscapes

Basically, this is a media which is very impactful because your ad basically wrap around a large area of the wall within the airport terminal. This media is available in various shapes and sizes and can be highly effective.

Pillar Wraps

You will notice that there are many pillars located around all the terminals of the airport. You can sponsor any of the pillars by placing your ad as a wraparound. The more pillars you wrap, the more effective it is as your ad enjoys constant reminders.

Ambient Media

There are several ambient media available Klia1 and Klia2 terminals which you can choose from to suit your campaign. Among them:

Arrival and Departure Walk Way Panels

– This refers to the long walk ways in the terminal and something which passengers are sure to look.

Pillars @ Halls or Eraman Shopping Centre

– You can place your ads on the pillars around the terminal for more effective and higher impressions.

Glass Display at prominent areas

– This media can be very attractive if used well since glass panels are scattered all around the terminal.

Wall Spectacular Lightboxes

These are spectaculars which can raise the profile of your ad as they are specifically designed. The lightboxes are mounted on the walls of the terminal and very effective for repeated reminders of promotions and events.

Lightbox at Entrance

The lightboxes at the entrance of of Klia and Klia2 are highly impactful spots if you want to create awareness with visitors to the airport. Basically, your ad can be seen when the visitors arrive as well as when they depart, leaving a lasting impression with them.

Wall Spectacular

This media helps your brand to stand out among others since there are so many different types of media available at the Concourse. If your brand wants something different to make an impact, this media is the perfect option.

Baggage Claim Ambient

Passengers who are waiting for their baggage upon arrival spend an average of 15 to 20 minutes at these locations. Your ad will be extremely effective since they have a long duration of exposure here. Digital and static formats are available here.

Corridors

This refers to the spectaculars that can be placed around the corridors of the terminal. Capitalizing on the fact that most people spend an average of 1 to 1.5 hours in the airports, your spectaculars can easily reach your target audience especially if they are placed at high traffic spots.

Huge Hanging Lightboxes

This is a unique media which can be seen by almost every passer-by at the terminal. This lightbox is double-sided which means that your ad will be exposed to the ongoing and incoming traffic of viewers at the concourse and travelators.

Wall and Miscellaneous Panel Stickers

You can practically place your sticker ads anywhere in the terminal as long as they are not obstructive and aesthetically pleasing. This media is very effective if used at entrances, boarding halls and other high traffic locations.

Airlines In-Flight Advertising

The line is clear between advertising for airlines and advertising in airlines. The former works on brand promotion and marketing for airline services and operators. The latter meanwhile offers a larger scale of opportunities where related brand owners and marketers place their ads in paces around the aviation industry. Moving transportations offer very good platforms for advertising and when it they are on the outside body of these machines, they can be highly effective.

• Plane liveries: Advertisers enjoy a very cost-effective platform to channel their brand messages across regions.
  The planes will travel to some of the most high-profile airports across the world, delivering the brand messages to some of the top destinations globally.

In-flight advertising opportunities

Within any flight, opportunities for advertising include:

• Ambient – advertisers can make use of the in-flight ambient as part of their integrated campaign, pushing to create the environment and scenario to align with their brand identity
• Entertainment– This is provided through the available services in every flight of the airline whether it is through their proprietary channels or internet services.

Above and Beyond: Why Airport Advertising Delivers Unrivalled Brand Prestige and Impact

Premium Audiences, Prime Environments and Unmatched Advertising Visibility

Airport advertising stands in a league of its own when it comes to reaching high-value, globally minded consumers. With millions of domestic and international passengers moving through airport terminals every day, airports offer an extraordinary concentration of engaged, receptive audiences that no other out-of-home media environment can replicate. From check-in to boarding gate, every step of the passenger journey presents a powerful brand touchpoint.

Nowhere to Go, Nowhere to Hide: Airport passengers are grounded for an average of 1–3 hours with nowhere to rush and nothing to escape to. Unlike any other advertising environment, airports deliver genuinely captive audiences who are relaxed, attentive, and far more receptive to brand messaging than consumers encountered in busy urban or digital spaces.

The World Walks Through Here: International terminals bring together an extraordinary mix of nationalities, cultures, and consumer profiles under one roof. For brands with global ambitions, a single airport advertising placement delivers multinational reach that would otherwise require complex, multi-market campaigns to achieve — making airports one of the most efficient global media channels available.

They’re Already in Spending Mode: Airport travellers are among the most commercially active consumers on the planet. Whether purchasing travel accessories, booking experiences, or discovering new brands in duty-free, passengers arrive at airports primed to spend. Your brand message reaches them at the precise moment their purchasing intent is at its absolute peak.

Prestige, Recall and Innovation — The Airport Advertising Advantage

Where Prestige Meets Placement: Advertising in a major international airport sends an immediate and powerful signal — your brand belongs among the world’s most recognised and respected names. The premium nature of the airport environment elevates brand perception instantly, building trust, credibility, and aspiration in the minds of high-value consumers who frequent these spaces.

Seen Once, Remembered Long: Unlike fleeting digital impressions or a glanced-at billboard, airport advertising enjoys extended, repeated exposure throughout the passenger journey. From terminal entry to departure gate, passengers encounter brand messages multiple times across a single visit — a powerful repetition effect that dramatically deepens brand recall and drives long-term recognition.

Lounge Access, Elite Audiences: Airport lounge advertising places brands in the most exclusive and commercially valuable spaces in the entire airport ecosystem. Business class passengers, corporate decision-makers, and high-net-worth frequent flyers occupy these environments for extended periods in a calm, distraction-free setting — making lounge placements the most targeted and prestigious advertising opportunity the airport has to offer.

Technology That Commands Attention: Modern airports are at the forefront of advertising innovation, featuring floor-to-ceiling digital displays, programmatic DOOH targeting, augmented reality activations, and AI-powered audience analytics. These cutting-edge formats allow brands to deliver dynamic, contextually relevant, and visually spectacular campaigns that stop passengers in their tracks and leave lasting impressions.

Smart Spend, Proven Returns: Airport advertising is underpinned by verified passenger data, footfall analytics, and advanced impression measurement tools. Every campaign is supported by transparent, quantifiable metrics that give brands full confidence their investment is performing. With a high-value audience and exceptional dwell time, the return on investment airport advertising delivers is difficult to match across any other out-of-home media format.

Every Format, Every Touchpoint: From WiFi sponsorship splash pages and digital aerobridge wraps to experiential brand activations and integrated retail placements, airport advertising offers an unmatched diversity of creative formats. Brands can build a seamless, end-to-end presence across the entire passenger journey — ensuring consistent, impactful messaging from the moment travellers arrive to the moment they board.

Minds Open, Hearts Ready: Travellers are in a uniquely receptive emotional state — excited, curious, and open to new experiences. Whether embarking on a holiday or heading into an important business meeting, passengers bring an elevated mindset to the airport environment that makes them significantly more responsive to brand messaging, product discovery, and purchase consideration than consumers encountered in everyday settings.

M Network bring the campaign to the skies and tracks

Advertising in airlines provides different opportunities for marketers as there are many highly visible spaces available which are impactful and captivating. In and around the airports and the surrounding spaces, advertising opportunities are commonly taken up by the likes of airlines, airports, venues, transportation organisations, brand owners and other firms. The following are some of the possible areas for advertising in airlines. These types of media offer advertisers a whole new range of marketing tools that can stretch their marketing dollars to better reach their intended audience.

Partnerships and Retail

Every airline that operates in the skies will have its customer reward points systems (often called miles points). Most of them have a shopping catalogue on their flights, offering duty-free shopping for the passengers. Partnerships are very effective campaigns as brand owners will want to have their products sold on the flights as there can be a limited quantity of each product. Hence, retail opportunities, stocking and inventory and rewards programmes for the passengers would go a long way for brand owners on these platforms.

A subsidiary of Airports Group

Advertising.My is a subsidiary of the Airports Group, with offices across Malaysia Airports, Singapore, and Australia Airports. The company specialises in airport advertising across multiple markets, including Malaysia, Australia, Singapore, Indonesia, and the Philippines, among others.

Advertising.My’s media inventory span a wide range of formats — from digital screens and static boards in arrival and departure areas, to baggage reclaim displays, car park barriers, in-flight advertising with select airlines, and various custom media options.

Appointed Media Agency for KLIA1 & KLIA2

Advertising.My is officially the appointed company to sell and market all advertising formats at KLIA Terminal 1 and Terminal 2 Airports, KKIA(Kota Kinabalu International Airport), Penang Airport, Kuching Airport, covering digital screens, static boards, lightboxes, baggage reclaim screens, and overhead displays.