It is not difficult to imagine how complicated it is to be heard or noticed amidst a large circulation of people. The competition to grab people’s attention is increasingly higher, and because of that, we need to innovate our strategies so that our audience receives our message.
To solve this problem, companies are betting on indoor media, which reaches a third more consumers than traditional media, being more effective and less invasive.
Want to know more about the subject? Follow along!
What is indoor media?
Indoor media is a market trend that consists of digital signage carried out in places with a high flow of people or locations with forced waiting, such as shopping malls, airports, hotel lobbies, elevators, bank lines, receptions, among others.
This type of advertising is naturally sold to the public, since there is a certain receptivity from the audience in waiting situations, being considered more effective when compared to external media, due to people’s dispersed attention.
Bonus: Learn how to improve your company’s results with internal communication
Why invest in indoor media?
Besides being more effective than traditional media, indoor media presents a series of advantages when compared to traditional methods, such as:
Audience segmentation
Before applying internal advertisements, it is necessary to map the consumer profile, searching for information that will direct the choice of location and the most assertive form of communication. Indoor media must be able to reach a demographically segmented audience in specific areas and times. Thus, there is no waste of budget reaching a consumer who is not of interest.
Varied technological resources
The most used medium for advertising is digital, such as displays, big screens, panels, electronic totems, or televisions. To enhance the reach of the message, it is necessary to understand the needs and objective of the target audience, in order to choose the right resource. In any case, the visual impact on consumers will be spot on.
Generation of alternatives
With the growth of the advertising sector, there was a need to find new solutions to regulate and standardize the area, especially when it comes to media. An example is the city of São Paulo, which banned the use of billboards and the like. Thus, to avoid stopping communication with their audience, many companies migrated to indoor media.
Interactivity and dynamism
In addition to reducing costs with updating and maintenance of ads, indoor media is much more interactive than traditional means, allowing the creation of audiovisual advertisements with plenty of movement. It is possible to advertise more than one product at the same time and offer flash sales in real time. Also, campaigns can be easily managed and updated instantly via the internet.
Commercial strategies
Investing in indoor media is an excellent opportunity to create partnerships, as you can sell or rent your space to suppliers or third parties, creating a relationship of mutual interest. For example, a gym can adopt indoor media on its premises, promoting its own services and, on top of that, those of its partners.
Ideal exposure time
The ad display time is between one and four minutes, which is enough not to saturate the public and make the propaganda massive.
Low competition
Unlike printed media, in indoor media, the amount of advertisers in the same space is very low, and none of these advertisers, at any time, will be your competitor.
