Indoor advertising: what it is and what it is eaten with. Indoor advertising: what it is and what it is eaten with Places for placing indoor advertising

stands;
banners;
promo stands;
signboards;
posters, posters, stickers;
shields and pillars;
lightboxes;
digital screens, etc.

Indoor advertising types

For example, in crowded buildings you can find:

neon advertising;
light panels and boxes;
volumetric letters above the entrances to individual boutiques;
signs and signs to help direct the flow of visitors to the right place;
multimedia, audio and video advertising in sales areas and places of large gatherings of people.

Many beginner entrepreneurs underestimate the possibilities of indoor advertising and do not pay enough attention to its development. Meanwhile, for a full-fledged advertising campaign, it is necessary to use all types and directions of advertising:

outdoor advertising (see advertising on billboards);
advertising on transport (see advertising on transport);
indoor advertising;
use of printed products;
advertising on TV or radio;
conducting promotions, presentations, exhibitions;
participation in city events, etc.

Indoor advertising spaces

For this, a variety of sites are suitable:

a very small office selling tours, recreation, distributing finished products;
large shopping, entertainment, business centers;
banks, educational institutions, cultural institutions;
night clubs, sports facilities;
advertising in business centers;
pharmacies, workshops, beauty salons, where you can distribute targeted advertising;
hypermarkets, grocery stores;
hairdressing salons, hotels, medical institutions;
airports, railway and bus stations, etc .;
advertising in universities;
advertising in elevators, residential buildings, stairwells.

Distribution of internal advertising as a percentage

The table shows which institutions are most popular for indoor advertising:

Benefits of internal advertising

One of the main advantages of indoor advertising is the ability to place it directly at the point of sale. To do this, you do not need to rent special areas, it is enough to attach advertising messages to the glass or doors of your store, office, install attractive stands with additional information, hang a poster or banner in the foyer or on the stair railings.

Many large cities with large shopping or entertainment centers attract a huge number of visitors to their walls. This is especially noticeable in cities with a cold climate. People who cannot be on the street for a long time prefer to spend time in hypermarkets, where there is everything for a good rest and a walk.

it is protected from atmospheric precipitation, which means that the service life of each billboard or poster is increased many times in comparison with the same outdoor advertising objects;
indoor advertising is always placed in places where a large number of people are initially ready to shop;
indoor advertising can be installed close to retail outlets, where every passer-by can immediately see the product with their own eyes, make sure of its quality, check its functionality;
advertising information can be studied for a long time and viewed at close range;
indoor digital screens allow broadcasting video clips with audio sound that cannot be achieved on the street;
indoor advertising objects installed in crowded places guarantee a large coverage of potential customers;
the ability to accurately target advertising messages, because each type of internal advertising is presented in the place where the target audience is located. For example, medicines can be advertised in pharmacies, in entertainment centers - to offer products for recreation and entertainment, etc.

Features of indoor advertising

Many owners of their boutiques, shops, offices or offices who rent premises in large shopping, entertainment and business centers benefit from installing advertising in their places of work.

This gives the following possibilities:

pay the attention of passers-by who have come for other purchases;
hold presentations, events aimed at developing their activities and attracting new partners, customers, clients;
not to be distracted from work, carrying out daily activities and at the same time, answering questions from visitors;
organize various actions, entertainment events, planning the time of their holding in advance, for example, during the period of the greatest gathering of people (at lunchtime, if we are talking about restaurants, cafes or in the evenings, after people return from work and come to shop);
notify visitors of the center about price reductions, the arrival of new products, collections, discounts, promotions, etc.;
create entertaining video clips, sound messages in order to cheer up and win over potential buyers.

Indoor sound advertising

A very important and effective type of indoor advertising is the use of audio media.

These can be short audio clips that will be broadcast at regular intervals. Note that:

the main thing is to create a truly necessary and informative video that will inform visitors about something important to them;
sound ads shouldn't be annoying. Short messages with musical accompaniment should not be repeated too often to avoid irritation. But at the same time, you need to repeat it several times to make the advertisement memorable;
it is considered optimal to repeat the video two or three times during the average stay of each customer in the shopping area. It is best if a 30-second audio clip is played 2-3 times in half an hour - this is how much the average buyer spends on choosing purchases and paying for them.

Sound clip options

Sound clips can be presented in several forms:

Game videos, which are a small performance, a scene that contains comic, everyday questions between two or more people who are discussing a purchase or the possibility of obtaining a service. Such videos are remembered for their closeness to life situations, at the same time telling about the features of the product.
Informational videos usually read by the announcer. They contain a maximum of useful and necessary information, often accompanied by music.
A branded or image video is presented as a short story about the company, its areas of activity, and the formation of positive impressions about the organization.
Logos or trademarks that are performed with musical accompaniment. Titles, mottos or slogans can be sung to music or recited as poems.
Small songs composed to advertise a product.

Such musical sound clips are easy to remember, they begin to repeat, hum, thereby spreading the information the advertiser needs.

Pros of sound indoor advertising

the impact is at the right time when buyers are thinking about the need for this purchase;
it is heard throughout the hall, regardless of which department the buyer is in, which means that he can make a decision to buy the advertised product, even if initially he was not going to do it;
sound information is firmly imprinted in the subconscious, it is remembered involuntarily, therefore, when after a while this product catches the eye, people perceive it as something familiar and necessary.

Audiovisual indoor advertising media

For example, many restaurants and cafes attach such screens to the walls. Most of the time, programs that are interesting for visitors are broadcast, for example:

football matches;
fashion shows;
tV series;
news;
children's cartoons, etc.

At some point, the display is interrupted and an ad unit is turned on, telling about new products, dishes, products, etc.

Indoor TV allows you to combine entertainment and advertising functions, notify you about various events, tell about discounts and promotions.

Digital displays are also very popular, which are often used to create an electronic queue in different institutions. From time to time, an advertising image appears on them, videos are broadcast, a creeping line starts.

Digital screens are often used at airports, railway stations, bus stations, shopping centers, where, in addition to the necessary information about flights, departures, current time and weather forecasts, commercials appear.

Organization of advertising space within institutions

installations, sculptures, entertainment objects;
application of brands, inscriptions, trade marks and logos on internal surfaces, walls, windows, curtains, furniture, stair steps, railings;
advertising design of premises, decor, use of corporate colors, corporate style;
placement of printed materials, stickers, posters, posters, posters, stands, racks;
branding of auxiliary materials, for example, stands for money, cash registers, payment terminals, shelves in sales areas, etc.;
exhibition of goods in the most visible places, in shop windows, in front of boutique entrances, in corridors.

The most modern types of advertising structures are also used to decorate the adjacent space, for example:

Installation of special mirrors, into which an electronic audio and video system, LCD monitors, creeping lines are built. Having stopped to admire their new clothes, a person at the same time notices advertising offers.
The use of floor graphics that not only embellish but also convey information, guide and entertain visitors.

For reference: statistical studies conducted by the Association of Communication Agencies of the Russian Federation showed that:

the number of indoor advertising objects increases every year by 30%;
due to a steady increase, it is predicted that by 2018 the volume of indoor advertising will prevail over outdoor;
investments in indoor advertising pay off very quickly and contribute to business development much more efficiently than investments in outdoor and printed advertising.

Promotions inside commercial properties

Another very beneficial type of indoor advertising is the organization of events that are held at points of direct sales.

Such events can be:

product presentations;
fashion shows and new collections;
tasting new products, as well as those types of goods that are stale on the shelves, they have stopped buying or they do not pay attention to them;
master classes on the use of some devices, equipment, materials, new gadgets, etc.;
product exhibitions and fairs;
concerts, fashion shows, product demonstrations, dedicated to holidays, city events and national holidays;
sponsorship events, participation in the affairs of the district or city;
distribution of gifts, souvenirs to each customer.

Different types of internal advertising installed in the venues of such promotions will help visitors to better remember your company, brand, and make their own idea of \u200b\u200bit.

sell or donate samples of their products;
distribute business cards, booklets, brochures, posters, product catalogs;
show demo videos;
invite experts who will be able to tell in the most accessible and complete way about your products or the activities of your company.

Stands, promo stands, static advertising images

The installation of thematic stands, promotional stands, tables on which advertising materials are laid out is also a very popular and effective method of product advertising.

stands attract the attention of those waiting in line, they can take printed products with them in order to study and remember the information presented;
with the help of small leaflets, flyers, cards, you can notify a fairly large part of visitors about new goods, products, services;
it is advantageous to install stands and racks in banks, as visitors who come will not distract employees with questions, they will be able to refer them to printed materials. They will tell in detail about the methods of opening an account, about the loans provided, loans, credits, etc .;
advertising leaflets can be distributed in pharmacies, where you can tell about new medicines, in travel agencies, with detailed descriptions of tours, routes, accommodation options.

Indoor advertising

During the ride in the elevator, most passengers look at the advertising messages. This way the travel time passes faster, besides, each person has an instinctive desire to look around in a new place. Bright and colorful posters with inscriptions and contacts are easy to study because they are at eye level.

The same can be said about rooms in which a person has to sit in line or wait for a reception from a company representative. It will be advisable to place stands, tables, information boards with the necessary information and advertising materials here. Some advertisers place advertising posters and billboards even in the washrooms, because these premises are often visited, and you should not forget about their decoration.

Correct distribution of advertising materials, competent creation of a full-fledged advertising campaign always gives a tangible effect. If advertising messages of one company are found in different places, you can read about them in periodicals, see them on the street, in transport, in a building, then the companies begin to trust, and the products are looked for on the shelves.

A short video clip demonstrates the features of the rotating ad stand:

Indore (indoor) - the inner space of something. Indore,applied to marketing- the internal space of the store, point of sale, point of presence of goods, trade marks, place visited by customers.

Indoor advertising (indoor advertising) - advertising inside sales areas, at points of sale visited by potential buyers. Indoor advertising uses a variety of media:

color monitors;
light panels (light boxes);
mobiles;
inflatable figures;
items of use: towels and napkins, waste bins, door handles, escalator steps and handrails, shopping carts

Indoor advertising (in-house advertising) is an effective advertising tool, a tool for advertisers who want to influence consumer decisions directly at the point of sale, before making a purchase. Indoor advertising is an area of \u200b\u200bcooperation between marketing specialists and retailers.

Indoor advertising space... Indoor announcements can be posted on specially designed and highly visible message boards in restrooms, smoking rooms, and other high-traffic retailers and organizations, including restaurants, bars, cafes, nightclubs, fitness centers, casinos, exhibition centers, internet cafes etc. It is considered especially good if internal ads are shown in unexpected places, attract and entertain viewers, and provide them with useful information. It uses humor, incl. differentiated by gender of consumers. Advertisers are willing to pay restaurants, cafes and bistros to allow potential consumers to enter their advertising toilets.

Indoor promotion (indoor promotion, in-store promotion) - promotions of purchases held at points of sale, inside sales areas, in close proximity to sales shelves. The purpose of instor promotion is personal, addressed to the consumer, to stimulate the desire of a potential buyer to choose a specific product or brand.

Indoor promotion (instor promotion) events include direct marketing promotions:

testing shares;
sampling shares;
a gift for a purchase;
story about the product;
exchange of goods for the promoted one.

Indoor promotion space... It is most justified to conduct advertising campaigns in large supermarkets or small stores in places of congestion or passage of a larger number of visitors, in the immediate vicinity of the display of the promoted product (brand). However, smaller provincial stores are less spoiled by indoor promotion and customers are more receptive to product promotion. The area for indoor promotion is called

Indoor advertising is broadcast or placed indoors. And these are not necessarily retail outlets: entertainment centers and shops. As a rule, places with a large crowd of people are chosen as an advertising platform: train stations, banks, sports and business centers. At the same time, metro stations are considered a separate type of site and are not included in the concept of "indoor".

Although the term "indoor advertising" has taken root in Russia and other CIS countries, it is not entirely accurate, and in most countries other formulations are used instead, for example, "venue-based advertising". What is the difference? Literally "indoor" can be translated as "indoor" or "indoor" advertising, and Western experts contrast the terms "indoor" and "in-store". That is, advertising in non-commercial and retail premises. While in our area all types of indoor advertising have been combined into one large class - indoor.

Indoor is the opposite of outdoor advertising. This segment of the advertising market is developing rapidly, and the trend is such that the turnover of indoor advertising may exceed the turnover of outdoor. Experts from AKAR, the Association of Communication Agencies of Russia, claim that the average growth of the indoor advertising market is 30% per year, so by 2018 it will overtake outdoor advertising.

Where are the internal ads placed?

In shopping centers.
In business centers.
In beauty salons.
In fitness clubs.
At universities and other educational institutions.
In car dealerships and service stations.
In cafes and restaurants.
In night and bowling clubs.
At airports and railway stations.
In cinemas.
In hospitals, clinics and pharmacies.
In residential buildings.

World practice has developed general recommendations regarding the choice of location. It is believed that in residential buildings it is worth placing advertisements for providers, nearby shops, salons and other services located within walking distance. It is logical to promote stores and brands of sportswear, footwear and other sports accessories in fitness centers and gyms. In business centers advertising of branded clothing and accessories, business lunches, travel and IT services "works". But in educational institutions it is recommended to place advertisements for bookstores and mobile operators.

Despite the general recommendations, it is important to understand that these are not laws, but recommendations. The task of a specialist is to accurately determine the target audience and choose a place where an advertising message can “hit the target”. Also, you don't have to limit your campaign to one placement type. Travel agency services can be promoted in business centers, fitness clubs and cafes. And taxi services can even be advertised at train stations, cafes, restaurants, bars, nightclubs, hotels and business centers.

How does it look in practice?

The marketers of the Playtex Sport brand, which produces hygiene products, decided to appeal directly to their target audience - women leading an active lifestyle. In the locker rooms of fitness clubs, posters with discount coupons were installed. Two-thirds of the visitors to fitness clubs reacted to advertising: they visited a company store, bought products, inquired about the site and the like. What is the advantage of this approach? The advertisement was aimed strictly at the target audience, and places were chosen for its placement where women could not fail to notice it.

Indoor advertising benefits

Accuracy of hitting the target audience.
Long duration of contact.
The quality of contact with the target audience.
Possibility of personalized appeal.
An opportunity to reach out to a hard-to-reach audience.
Possibility of feedback.
Possibility of tasting, direct sales.

One of the key advantages of this type of advertising is segmentation. The advertising message will be received by one hundred, one thousand or several thousand people of the target audience, and not a random thousand viewers, of which ten people are interested in the product. This improves efficiency and cuts budget. Plus, you can “reach out” to potential buyers or clients who are difficult to “reach” through outdoor advertising or the media. For example, you can place ads in the elevators of business centers to reach entrepreneurs in the age category 25 and older, and it is profitable to promote VIP products in elite nightclubs.

Another point in favor of internal advertising is that there is no direct clash of competitors. In a newspaper or on TV, two nightclubs, two supermarket chains, and several clothing brands can be advertised simultaneously. In case of internal placement, simultaneous advertising of similar products is excluded.

Disadvantages of internal advertising

High cost of contacts.
The complexity of the analysis of effectiveness.
Lack of a single database of advertising space.
The conditions and price of placement are not regulated by anything except the wishes of the owner of the area.

If a brand, service, or product is something that the owners of a fitness club, office or residential building do not like, you will be denied ad placement, and there is nothing you can do about it. However, there is a plus: the legislation practically does not regulate the issues of internal advertising, considering it a personal matter of the owners of premises. If the owner of a store, salon or house signs an agreement with you on the placement of advertising, no one will be able to prevent him from doing this or demand that the advertisement be removed. The exception is alcoholic beverages stronger than 5%: they can only be advertised at points of sale.

In addition, indoor advertising uses a large number of tools and media, and it is not easy to understand them, which is why it can be difficult for marketers to convince a client that this advertising strategy deserves attention. And although the campaign will have to spend a substantial amount, the effectiveness of indoor advertising justifies the investment.

Advertising media

Media that can be used in almost all environments is considered versatile. This category includes:

Stickers (stickers).
Posters and posters.
Light boxes.
Racks and stands.
Table awnings (table signs).
Banners.
Radio.

Distribution of leaflets and tastings are also considered universal means - they cannot be called "carriers" of advertising, but such techniques work in most premises. Moreover, each type of media has both advantages and disadvantages. For example, stickers are inexpensive to make and can be easily attached to any surface. But at the same time, the advertising text should be laconic, and the sticker should only be viewed closely. They are not suitable as the only tool for an advertising campaign.

Since there are universal carriers, there must be specific ones, right? The set of specific tools depends on the target audience and the chosen location. In shopping malls, advertisements are placed on benches and escalators, installations are performed and pillars are installed - backlit pedestals. In fitness clubs, inventory is branded. In cafes and bars, you can agree on a special service: leaflets will be put into the account folder. In residential buildings, you can use coupons by scattering them in the mailboxes.

Market features

The average resident of a large city spends twice as much time in the zones of exposure to indoor advertising than where he may encounter outdoor advertising. At the same time, indoor messages are more flexible, they are easier to adapt to the characteristics of the audience and place, therefore, the contact is of a higher quality. Research shows that non-standard approaches to advertising work more efficiently than classical approaches - placing ads in unexpected places is more likely to interest the consumer than information in the media. And indoor flexibility allows you to find more and more non-standard solutions. Innovative technological forms appear every year.

Despite all the advantages, there are factors in Russia that hinder the development of the indoor segment. First of all, this is the disproportionate development of public spaces - potential advertising places. If in large cities there are enough shopping and entertainment centers, hotels and restaurants, in small towns they remain a rarity. Accordingly, there is no free space for indoor advertising.