Indoor Advertising and the Future of Marketing
Indoor advertising is exactly what it sounds like – advertisements shown to people who are indoors. Traditionally, that means ads in shopping centers, restaurant bathrooms, event centers, subway stations, etc. But regardless of the specifics, what are the benefits of indoor advertising? Does it really work? And how does it fit into the future of marketing?
The purpose of advertising is to create brand recognition and to implant a lasting image or message in the minds of consumers. Indoor advertising excels at this; according to Rocket Dog Media, an astonishing 88.5% of people can recall at least 4 selling points after seeing an indoor ad, and 84.4% of people could recall seeing a specific ad when asked. That kind of retention is rare in marketing; TV ad memorability is around 65% at best, according to a 2014 report from Neilsen.
A second benefit of indoor advertising is its potential for targeting particular audiences. Depending on the placement of the ads, you can target for men, women, urban or suburban audiences, or a number of other demographic groups. The simplest example of this is the placement of restroom advertisements; ads can be easily tailored for placement in either a men’s or women’s restroom.
Indoor advertising is generally cheaper than other forms of media advertising (such as radio, television, or outdoor billboards). So, these three benefits – high recall, pinpoint targeting, and low cost – make indoor advertising a great option for businesses of all types and sizes. But with the ever-increasing popularity of digital marketing, you may wonder how indoor advertising will fit in to the future of marketing.
Smartphones, as well as an ever-increasing number of public wifi hotspots, have provided a great opportunity to expand indoor advertising. Combining technology with principles of traditional indoor advertising allows for new and even more effective ways of targeting consumers.
Location-based advertising uses the GPS of a person’s smartphone to send them targeted ads, offers, or information based on their location.
Including QR codes on indoor signage allows smartphone users to engage more quickly with the advertising company.
Indoor mapping can guide smartphone users to stores or products within a large shopping complex.
There are so many exciting possibilities when you combine mobile technology and tracking capabilities with indoor advertising! Worldwide, the indoor location-based advertising market is expected to grow to $4,424.1 million by 2019. Is your business ready to be a part of it?