In the battle for eyeball, no front is left unmanned, no stone unturned, no washroom ignored…
Studies show that around three-quarters of diners in a restaurant will go to the toilets at some point during their meal. Clubbers go around 2.9 times during an average evening at a nightclub. Statistics from the UK suggest that the number of motorway service visits result in almost 100 million impacts for washroom ads each month.
Metrics rule:
The long dwell times—an average of 105 seconds for women and 55 seconds for men—give people plenty of time to take the information in. We have found that because of the one-to-one nature of the communication, there is high recall: up to 100% recall, and 78% prompted awareness.
The long dwell times?! Oh well, you know what they say, pecunia non olet.
I rest my case.
via Marketing blog
Andrew Temple
on Oct 25th, 2006
@ 15:30 pm:
Long dwell-time and unavoidable positioning aren’t the only advantages of washroom advertising.
Washroom ads are an ideal medium for gender targeted advertising, allowing to convey a more intimate message.
The advertising takes place in an uncluttered environment, and many advertisers (e.g. Sky) have used the multiple panels in the washroom to provide different creatives that function as a story board.
Furthermore, washroom advertising is a lifestyle targeted medium, meaning that it targets consumers whilst in a proven receptive frame of mind, when working, socialising, travelling, shopping or working out.
Many of the washroom posters have tear off slips attached to the poster, little business card-sized creatives, that can be easily retained in the consumers wallet. Quite often they promise a promotional discount, making it worthwhile for its collector to keep hold of. These slips have proven to generate calls to action, website visits, phone enquiries and sales.
Make no mistake, washroom advertising is very much a broadcast medium: it represents a powerful national branding opportunity.
Some brands have successfully used washroom advertising in conjunction with brand domination of the respective venue. To see this in action, check out these videos: http://www.admedia.co.uk/tmobile.wmv & http://www.admedia.co.uk/lynx.wmv .
And that concludes my two cents.