Indoor Advertising Advantages for Your Brand
As winter approaches, it’s safe to assume that more people will flock inside for entertainment, dining, and essential errands. According to the British Journal of Dermatology, indoor activity increases up to 100% in the winter.
During such drastic seasonal changes, it’s important to consider how you can alter your advertising strategy to accommodate new customer behaviors and needs. Understanding the benefits of digital indoor advertising and creating an indoor advertising branding strategy can lead you to success, even during the drearier months.
Benefits of Indoor Advertising
Why consider indoor media advertising?
Indoor advertisements are an effective way to capitalize on this steady increase in traffic during the colder months of the year. And because individuals are more likely to linger inside these spaces for longer periods of time—after all, who wants to rush back out into that cold?!—you have more time to grab their attention! No matter what type of indoor advertising you want to showcase, you’ll likely have more eyes on your collateral during those cold months.
Audiences are becoming more splintered—not to mention more wary— of ads filling up their inboxes or online search queries. Indoor advertising helps engage consumers from an uncluttered, eye-level vantage point. This makes it a knockout when it comes to winter advertising tactics.
Consider these major advantages of indoor advertising as you plan your next campaign.
1. Your Audience is Already There
Advertising in restaurants, bars, and digital indoor ads catches customers in locations that are naturally appealing. Advertisers do not need to ask for consumers to listen to or watch an ad with indoor advertising. Instead, they are able to bring their advertisement to locations where individuals already gather.
Bathroom advertising, for example, attempts to engage an audience that has nothing else to look at. Placing an ad in a restroom can capitalize on the lack of conversation or personal interaction that customers experience in these spaces. This not only ensures you grab their attention, but it also ensures your message is received.
According to the Indoor Billboard Advertising Association, 75% of restaurant visitors use the restroom during their stay. In a bar or a nightclub, the average customer uses the restroom almost three times per stay. That translates into multiple impressions per consumer.
2. Practice Precision with an Indoor Marketing Strategy
Although consumers view as many as 5,000+ ads a day—approaching 2 million annually—they usually remember only 1-3 percent of those digital marketing advertisements without prompting.
Restroom advertising is so appealing because it doesn’t get mixed in with all the other messages they experience. In fact, a remarkable 64% of restroom visitors recall seeing one or more indoor ads.
3. Get To Know Your Clientele Even Better
With indoor advertising, you also have the luxury of knowing more about your clients. Precision in advertising helps increase impact; if an individual connects with the material, they are more likely to remember it.
For example, if you advertise in a music venue, you can tailor your ad to the type of music lovers that would attend the venue’s concerts. If you know the club hosts mostly jazz ensembles, for instance, you can work jazz content into your advertising. This can create a connection on the basis of music interest, and it helps the individual recall the ad much later.
Here are a few examples of how consumer targeting can be achieved by:
- Gender — In men’s and women’s restrooms, with separate messaging for each.
- Lifestyle — Like sports fans in sports bars or arenas. Or moms with young kids at baby changing stations or other family-friendly venues such as fast-food restaurants, bowling alleys, day care, or play centers.
- Other demographics such as ethnicity — For example, a Hispanic demographic can be targeted within neighborhoods that have Spanish grocery stores, laundromats, or check-cashing locations.
The possibility of the target demographic extends beyond what is mentioned here. The endless location potential can be precisely targeted by gender, lifestyle, age, zip code, DMA, or state.
4. Indoor Advertising Is A Good Branding Strategy
Indoor advertising gives brands the unique experience of having 1-3 minutes to spend with each individual consumer.
In a study, it was reported that 3 out of 4 people considered a change in habit or behavior right after seeing an indoor advertisement. In addition, 98% of individuals interviewed in this same study said that they reacted positively or neutrally to indoor advertisements.
This seems to apply across the gender binary, as well. Men and women seemed to respond the same way in their polling research.
Indoor advertising takes branding to a new level. When creating a campaign, the best plan of action is not focusing on where the ads are placed, but rather on the target audience.
Indoor advertising can provide you with a more precise target and positive result, as demonstrated above.
5. Your Indoor Advertisements Get Repeat Exposure
Advertising in bars and restaurants gives you the opportunity to attract the same customers multiple times. Most people have a favorite bar or restaurant they frequent a few times a month (or more). Your indoor ads will create repeat impressions on these individuals, making them more likely to remember and act on your ad (Brand ME Advertising).
6. You Can Be Creative With Indoor Advertising
Indoor advertising is not limited to restrooms. There are many creative options for style and placement of your indoor advertisements. Unlike billboards or gas pump ads, you can vary the style, shape, and placement of your indoor campaigns. This is the place to get creative and stand out—and capitalize on the benefits of indoor advertising.
Other creative solutions can be found in items such as bar media, which are great enhancements to any indoor advertising campaign.
Additional conversations at the bar, or around the table, can be had with ads on coasters, table tents, and check presenters. Bar media items can also include posters with audio and motion sensors that react whenever patrons walk by.
When it comes to bar media, AllOver Media has endless options for you.
7. Indoor Advertising Media Can Go All Over Town
Indoor advertising can bring success to businesses regardless of the industry, and it’s a great way to spread the word about your brand across town. This form of advertising is a great way to meet current customers in the middle and get your name around to potential customers, too. If you’re interested in digital indoor advertising, consider the following:
- Grocery store advertising
- Pharmacy advertising
- Bar advertising
- Restaurant advertising
Is Your Brand Ready for Indoor Advertising?
Looking to maximize your business’s exposure this winter? We’re ready to help and now is the time to get started.
These campaigns can take time to create and execute. The sooner you begin the discovery process, the sooner your ads can appear in indoor spaces.
Explore our resources and contact our team to get started!
Key Benefits of Digital Indoor Advertising
Out-of-Home advertising targets audiences where they are most captive. Thanks to advances in technology, OOH Advertising is stepping up to the next level, getting even more specific with demographics, of not only where, but when. Here are some of the key benefits to digital indoor advertising.
Multiple Ads
Digital indoor advertising allows you to advertise throughout the day at different times and with different pictures of what you offer.
Time Slots / Day Parting
Ads can differ in length lasting 7, 15, or even 30 seconds becoming a mini commercial. You can also have targeted time slots and days for marketing to a specific group. Show family-friendly advertisements during lunch and dinner hours when children are present and then shift to adult-appropriate content like liquor ads or other grown up content during late or happy hours.
Full Motion Video Capabilities
Do you have a service or product for which a single picture doesn’t do it justice? With our HD digital panels, we can display full motion videos, yes even the YouTube content you already have created. Easily show event or concert coverage or a video showcasing a customer service experience from your business.
Promotion of Special Events
Special events or concerts can be promoted like selling airlines seats. The ad can run for one day, five days, ten days, whatever is appropriate for the event.
On-Demand Delivery of Content
Our HD Digital Network allows for advertising on the fly. Update your advertisement at the click of a button while your media content is broadcast to a remote network of LCD Panels targeting your customer demographic. For example: If you own a car dealership and want to advertise specific cars needing to move or changing lease rates, update your pricing and features instantly with HD Digital Network Advertising. Digital Indoor Advertising keeps your budget in check and is a great way to broadcast your message.
Examples of Effective Digital Indoor Advertising Campaigns
Technology is changing everything — including indoor advertising. Originally known as restroom advertising, digital indoor ads are the ultimate in captive audience marketing because consumers can’t flip through, change channels, or turn them off. Here are some examples of effective digital indoor advertising to inspire your next campaign.
Multiple Touchpoints
Indoor advertising is often grouped in “Bar Media” because it includes so many touchpoints at a bar or restaurant, from the table all the way to the restroom. Examples such as table tents and glassware can be spread within the bar or restaurant. Digital media options could include posters with audio or motion sensors that react whenever patrons walk by. Because 75% of those patrons use the restrooms, and the average restroom visit is almost three times per stay, that translates into multiple impressions per patron. Restroom advertising is so appealing because it doesn’t get mixed in with all the other messages. Consumers are in a relaxed setting, where they aren’t accustomed to advertising and are more open to receiving the information. In fact, a remarkable 64% of restroom visitors recall seeing one or more indoor ads.
Target Audience by Age, Gender
Since you can segment by site or by male/female restrooms, few advertising options reach their gender or age target audiences like digital indoor ads. Feld Entertainment, which caters to demographics age 24-54, has had great success with this. Indoor digital advertising helps create the buzz ahead of Feld Entertainment’s upcoming shows. When creating a campaign, the best plan of action is not focusing on where the ads are placed, but rather on the audience targeted. This can mean different ads depending on whether they appear in men’s or women’s restrooms.
The Speed of Digital
Digital indoor advertising is an affordable way to reach consumers on-the-go. AllOver Media’s HD Digital Network even allows for ad changeups on the fly. With the click of a button, your media content is broadcast to a remote network of LCD panels targeting your specific customer demographic. Here are three great examples:
- A car dealership can advertise specific cars that need to move off the sales floor, or change their leasing rates. HD Digital Network Advertising allows the dealership to update pricing and features instantly.
- Sports franchises, such as the NHL, enjoy the flexibility of digital indoor advertising. The Minnesota Wild loves the versatility to promote their season schedule, ticket packages, and merchandise via digital indoor advertising.
- Total Transportation, a leader in the limousine service industry, reaches their target audience as the seasons change — from proms, weddings, sporting events and concerts, to wine and dine events or holiday lights tours. They quickly take advantage of technology by switching their creative messaging based on the time of year.
As consumers spend more and more time outside of their homes shopping and traveling, the opportunity to advertise to them also expands. So target your ideal audience where they are spending their time with digital indoor advertising and ensure your message is heard.
Consider These 5 Indoor Advertising Concepts for Your Next Campaign
Digital in-hand advertising is all the range. But with costly pay-per-click (PPC) structures and greedy digital companies, they’re not always worth their set-up time.
There is simply something to be said for good old-fashioned indoor advertisements. These advertising strategies have been around for a long time, and with good reason. They are cost-effective, immediately editable, and can drive high engagement.
If you have a product or service that deserves attention, indoor advertising is a great way of attracting it. According to the Indoor Billboard Advertising Bureau, indoor advertising is 22 times more likely to drive audience captivation. According to the study, this is when compared with other print ads.
But not all indoor advertisement concepts are created equal. Simply featuring your product or service in a ho-hum way is sure to bore prospective customers.
Instead, put your effort into designing creative indoor advertising that is sure to be memorable. Here are just five indoor advertising ideas for your brand.
1. The Blanket Approach
Sure, a single, well-designed indoor advertisement is likely to attract some attention. But the best ads are the ones that are the most memorable.
Sometimes it’s because an ad has an indelible tagline. Sometimes it’s because the product or company is just so hot that it attracts attention on its own. But sometimes, the ad placement itself can attract customer attention.
In confined spaces, your ad placement can maximize impressions through the process of repetition. Place your ads every few feet, or dominate a single venue with multiple ad placements. The key to this concept is more: more placements, more ads, and more impressions.
With a single ad, your customers may forget they even saw it. But with intentionally repetitious ad placements, each new ad will serve as a reminder of your offering.
This concept, when executed well, is perfect for high foot traffic areas, such as:
- Bars & Restaurants
- Laundromats
- Salons
- Grocery Stores
- And more
2. Ads that Echo Each Other
Repetition, as discussed in our last bullet, has its place. However, if done poorly ads such as these tend to irritate rather than activate. To capitalize on this approach without risking over-saturation, consider an approach that adds subtle variation to your placements.
You can let your design team truly shine with concepts that bleed looks from one ad to the next. Or, let your copywriting team develop some playful copy that offers up a call and response between your spots.
The key to this concept is that your ads should, whether aesthetically or syntactically, almost have a conversation amongst themselves.
3. Digital Installations
Creative indoor advertising doesn’t simply refer to static posters or billboards. These days, ad placements can take all sorts of forms, including digital displays.
Indoor digital advertising is great for companies that have a lot of information to share in a short amount of time. It’s also perfect for companies who want to showcase multiple products or services in the context of a single ad.
Much like banner or popup advertising, this form of advertising is best served by attention-grabbing animations. A well-designed indoor advertisement campaign is key with this one.
However, one benefit of that more popular ad vehicle is customers can’t simply scroll past your ad with their finger. While indoor digital advertising isn’t exactly a captive audience style, it’s about as close as indoor digital advertising gets.
4. Interactive Elements
Give your customers something to do with your ad by layering in interactive elements. These touchable moments could allow customers to see your product in 3D. Or they could offer a simple quiz to determine which of your service offerings is best for them.
By putting your customers in your ad’s driver’s seat, you allow them to form a relationship with your brand. And all on their terms.
5. Layer in Online Experiences
Your customer journey doesn’t need to stop at the indoor advertisement’s borders. Unique web experiences are a great way of continuing your customer’s discovery period after they’ve walked away.
However, don’t confuse this suggestion with a simple URL to your homepage. Instead, create a unique online experience or microsite that is intended to offer a dynamic means of interacting with your brand. By placing a QR code to that experience within your ad, the handoff can happen instantly. Plus, you can be more assured of customer engagement.
Utilize an Indoor Advertising Leader
When launching your indoor advertising campaign, it is important to partner with an expert in indoor advertising media. At AllOver Media, we work with brands of all sizes to create winning ad placements that convert. If you are ready to launch your creative indoor advertising campaign, see how AllOver Media can help!
Advertising Solutions: Indoor Ads vs. Radio Ads
Remember when radio drive time was an ideal way to reach your target audience? That was before drivers turned to streaming sites for music and podcasts to listen to their favorite personalities. So what’s an advertiser to do with radio audiences falling and costs rising? Capture a captive audience with indoor advertising.
Changing Channels
With the surge of new listening options such as Pandora and Spotify, radio advertising has become more difficult to track, recall rates are on the decline, and often times the investment exceeds the return.
Target Audiences
With indoor advertising, you can target very specific demographics and geographics. Plus, in that setting, you’re advertising to a captivated audience allowing you to achieve much higher recall rates for a fraction of the cost of what you’d have to pay for radio. Whatever your indoor needs, contact AllOver Media today to begin planning your strategy and capturing an audience.
