Contents
- What is indoor advertising?
- Who and where places indoor advertising
- Advantages and disadvantages of indoor advertising
- Types of indoor advertising
- How to properly use indoor advertising
What is indoor advertising?
Indoor advertising, or internal advertising, refers to advertisements placed in enclosed spaces, such as shopping malls, elevators, cinemas, and restaurants. This is in contrast to outdoor advertising, which is placed in open-air locations. The Spectrium agency implemented a successful indoor advertising campaign for the "Tinkoff Investments" service, placing digital media in business centers, which allowed them to reach an audience of 2.5 million people, of which 75,000 became potential clients.
Indoor advertising can use the same media as outdoor advertising, but their placement indoors defines their type. For example, if a digital screen is located on the facade of a building, it is outdoor advertising, while if it is in the lobby, it is indoor.
Who and where places indoor advertising
Indoor advertising is ideal for companies targeting a broad audience, as well as for local businesses. The main locations for placing indoor advertising include:
- Shops, supermarkets, and shopping centers
- Offices and business centers
- Hotels, cafes, bars, and restaurants
- Fitness clubs and sports complexes
- Cinemas
- Educational institutions
- Medical organizations and pharmacies
- Administrative buildings
- Residential buildings, including entrances and elevators
Exceptions include advertising inside vehicles and at transportation infrastructure facilities, which are classified as transit advertising. The placement of indoor advertising depends on the specifics of the business and its location.
Advantages and disadvantages of indoor advertising
Indoor advertising has many pros and cons:
Advantages:
- Targeting the audience — advertising is placed in locations with high foot traffic of the target audience.
- The ability to place advertisements in own points of sale, reducing costs.
- Subtlety and entertainment value — indoor advertising does not irritate but entertains and informs.
- Durability — advertising is not subject to weather conditions.
- Multi-format options — a variety of formats and media allows for selecting the optimal options for the business.
Disadvantages:
- Difficulty in analytics — it is hard to assess the effectiveness of non-digital media.
- The necessity of obtaining approval for placement in third-party locations.
- Risk of vandalism, especially in public places.
Types of indoor advertising
There are several main types of indoor advertising:
POS materials:
These include:
- Price tags
- Banners and signs
- Posters and light boxes
- Promotional materials
- Interactive screens
Audio advertising:
This may include:
- Playful and informational clips
- Brand announcements and musical advertising
Multimedia advertising:
This includes videos and animations on digital screens and interactive panels.
Advertising events:
This includes presentations, tastings, and workshops at retail points.
How to properly use indoor advertising
When using indoor advertising, it is important to consider the following recommendations:
- Test different formats and media, including both digital and traditional.
- Select locations with high foot traffic of the target audience.
- Use quality materials to create appealing advertisements.
- Carefully plan the content and design to ensure they match the interior and attract attention.