Indoor advertising.
We’ve all seen it. Indoor advertising hits you in the bathroom. It finds you in the restaurant waiting area. See it over there by the beer line at the stadium? Indoor advertising really is everywhere you go. Some people question its appropriateness for their brand, business or product, but no one questions the effectiveness.
According to research statistics published on the Indoor Billboard Advertising Association (IBAA) web site:
- 98% of people don’t have a negative reaction to the placement or content of the ads
- 84% recalled seeing a specific ad
- 93% could name specific advertisers tested without prompting
- 89% of those who recalled a specific ad could remember at least 4 benefits mentioned
Studies have found that indoor ads are viewed for 1.5 – 2 minutes, on average. Compare this to the 3-5 seconds that traditional print ads are viewed and the reason for the higher recognition and benefit recall is obvious.
This is not to say that this should be the only tool in your toolbox, but it is an awful nice hammer even if it is from Harbor Freight instead of Stanley…
More than just “branding”
Most people associate indoor advertising with simple branding. Ads typically scream, “HERE’S MY BUSINESS.” Through the many campaigns we’ve done for our clients, we’ve found that this tool is effective on two additional fronts – PR and activation.
Consider this… you have an individual’s attention for 1.5 – 2 minutes. You have a chance to both educate and entertain them. You have a chance to convince them of a benefit associated with doing something, NOW (or at least after they finish and wash their hands)… This ability to motivate immediate action and/or educate a target audience makes indoor advertising an interesting tool.
Imagine a PR campaign to soften the image of a organization. Considering that people are less than 2 feet away from the 8.5″ x 11″ boards from EverywhereUGo or the 11″ x 17″ boards from All Over Media, an ad has a great opportunity to deliver a story. The ad has a great opportunity to change the target’s opinion.
In a different situation, imagine an ad containing a call out to call a number or to send a text message to get something free, register for a contest or to find out more information. The person has ample opportunity to take advantage of the offer while they stare at the ad.
So, as mentioned above, indoor advertising can be a great addition to a larger marketing plan to promote a brand, communicate a message or drive a target to activate. Combining this with the ability to target your audience by gender, and venue makes this a rather powerful tool.
To see some examples of indoor campaigns done with IMPACT, see our print portfolio. If you have any questions about the effectiveness about indoor advertising or interest in setting up a campaign, don’t hesitate to contact us.
