As winter approaches, it’s safe to assume that more people will be flocking 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.
Benefits of Indoor 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!
Audiences are become 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. You Have a Captive Audience With Indoor Advertisements
Advertising in restaurants, bars, and digital indoor ads catch 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. You Can Be Precise With Your Indoor Advertisements
Although consumers view as many as 5,000+ ads a day—approaching 2 million annually—they usually remember only 1-3 percent of them 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.
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 target demographic extends beyond what is mentioned here. The endless location potential can be precisely targeted by gender, lifestyle, age, zip code, DMA, state, or even nationally.
3. 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.
4. 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).
5. 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.
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!