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A Captive Audience: Advertising Ventures Back Indoors Post-Pandemic

Executive Summary

Here’s what to expect inside this post:

  • Consumers are returning to the places where digital place-based advertising can reach them.
  • Digital place-based advertising is a great way to connect with the coveted 21 to 35-year-old affluent shopper group.
  • Consumers are returning to real-world experiences because they’re frustrated with online shopping and are longing for an emotional experience.

First, why Indoor Advertising?

Indoor digital out-of-home advertising (“digital place-based advertising”) is a form of out-of-home (OOH) advertising that delivers rich creative to consumers inside of extended dwell time venues (like bars, medical offices, and restaurants). (Here’s a better breakdown of the difference between Indoor and Outdoor DOOH.) With digital place-based advertising, marketers can target consumers by geography, gender, and even social setting, creating more intimate and effective touchpoints for their campaign that go beyond the digital world.

Specifically, this advertising channel is a great way to connect with the coveted 21 to 35-year-old affluent shopper group. Why? Because they’re out and about and placing themselves inside of the high-engagement areas where there are indoor digital out-of-home resources (screens) that can reach them. This was true before the pandemic and is slated to continue as many restrictions begin to ease throughout the world.

What’s more, throughout the pandemic, many OOH venues that would be attractive to marketers made the switch from traditional “simple signage” (i.e. printed signs or non-smart screens) to “connected digital signage” (i.e. smart screens). In choosing to digitize their signage, many of these venues chose to partner with programmatic-based technology firms (like Adstash) to offer their inventory for sale. What this means is that marketers can enjoy many of the same targeting and optimization benefits through indoor advertising as they would inside their online ad campaigns—achieving a scale, level of engagement, and ROI not otherwise possible with out-of-home marketing.

Now, in addition to all that, here is some data to back up why digital place-based advertising is a good marketing investment, even during the pandemic:

Why Advertise Indoor Right Now?

Things got weird the last little while. Shoppers were not able to set foot outside their home (in some cases) let alone venture into a restaurant or bar. Now, that is shifting. We are seeing a return to normalcy in most areas and, at the very least, we are seeing the return to normal activities (albeit with some compromises like masks and social distancing).

This means shoppers are returning to the areas where digital place-based advertising can reach them. They’re going back to the dentist, where they’ll be seated captively and with their smartphone in a waiting room. Or they’ll be meeting friends at a sports bar to watch the game. They will, even, venture into a shopping centre with some money in their jeans. All-told, we will see many consumers looking to return to the in-person experiences they enjoyed pre-pandemic, and digital place-based advertising will be well-positioned to re-engage them and shape their purchase decisions.

Here are three good reasons why consumers will change their buying habits and return to in-person experiences as the pandemic resolves:

  1. Frustration with online shopping for certain items
  2. A desire for community
  3. A longing for an emotional experience

Why Choose Adstash?

Not only can we help you get inside the very places consumers are returning to, but we can help you do so programmatically. The four tiers of our network (Point of Sale, Scale, Premium, and High Dwell Time) can be mixed to suit your campaign needs, helping you reach your consumers at specific points along their buying journey.

Specifically, we offer advertisers:

  • North America’s largest indoor DOOH network (over 60,000 screens coast-to-coast)
  • Diverse audience segments, from everyday shoppers to the ultra-high-HHI crowd
  • High dwell times measured in minutes, not seconds; inside of contextually relevant environments.

If you’re looking for creative, yet effective ways to re-engage consumers in the physical world, we can help. Book a chat with us and we can help you make a more informed media buying decision.


References

This post contains data from the following sources:

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