Indoor advertising is one sure way to capture your audience on-the-go. It is a form of outdoor advertising that offers marketers the opportunity to engage consumers when they make shopping decisions. It targets a specific audience when there is little competing for their attention and is a sure way to guarantee high retention rate and greater brand recall.
This is due to the face that indoor advertising engages members of the audience when they are most receptive to an ad i.e when they are idle and would welcome a healthy distraction in form of an interesting advert.
Indoor advertising can be found in restaurants, bars and nightclubs, health clubs, college and university campuses, malls and other retail spaces, office parking and elevators, airports and medical waiting rooms and are often displayed via installed digital screens or signages in the aforementioned locations.
According to a study conducted by researchers at Arizona State University, Rice University, Barbour & Monroe Marketing, and Market Intelligence Media Research on indoor advertising:
• 98% of those surveyed had a positive or neutral reaction to the ads
• 84.4% recalled seeing a specific ad
• 92.5% could name specific advertisers without prompting
• 88.5% of those who recalled seeing a specific ad remembered at least four selling points in the ad
• Indoor ads are viewed for an average of 1.5 to 2 minutes compared to 3-5 seconds for traditional print advertisements
The ability to reach a highly targeted audience defined by a particular lifestyle or set of behaviour is one of the unique features of indoor advertising. With indoor, you get to streamline your ad to reach your target audience and increase your ROI; you get more value for your ad spend.
The demographic reach is highly valued to businesses both large and small. Depending on the location of your ads, which to a large extent depends on your availability, you can make demographic selections based on income, age, gender, lifestyle and geography and reach your target audience strategically.
Indoor advertising is very cost effective and has been proven to increase brand recall while spending less than the normal rate for a TV ad per recall. Studies have shown that viewing an indoor ad spurs consumers to take action and make a purchase. According to Zoom Research, Playtext Sport conducted an indoor ad campaign by placing static and digital posters with coupons and sampling in a female health club locker room. Results of the campaign are as follows:
• 250,000 samples were distributed
• 110% increase in product recommendation
• 67% made a purchase after trying the sample
• Exposure to DOOH increased purchase among sample recipients by 43%
A report from TNS Canadian Facts reveals that almost 63% of consumers took some kind of action after seeing indoor advertising. Some of the most common actions include:
• 44% visited a website
• 40% sought further information
• 32% watched a TV program about the product
• 26% wrote down phone number
• 22% purchased a product or service
• 20% went to a retailer
These studies are proof of the efficacy of indoor advertising in garnering reach, exposure and recall for your products or services. Mobile and social media integration in indoor advertising also increases consumer interactivity and engagement which is key in remaining top of mind among consumers.
According to Tourism Association of Canada, Posters in resto-bar networks included a QR code that encouraged consumers to visit the website and Facebook page to enter a contest. The result? A 400% jump in web traffic over the year, 7,350+ contest entries and a 76% increase in Facebook likes (4,300+). Indoor advertising has become an integral part of any marketing mix and delivers high returns.
Due to the immense benefits of indoor advertising to consumers, our platform has a myriad of indoor advertising options to choose from. Click here to check them out.
Image: Digital Signage at Ikeja Shopping Mall