Indoor Advertising Research

Indoor advertising is one of the best possible media for reaching the affluent 18-34 year old demographic in the Tampa Bay, Clearwater, St Petersburg, Sarasota, Orlando and all major Markets throughout the US and Canada. This affluent 18 -34 year old group is hard to reach through most advertising media. Most of this young adult 18 to 34 year old group is single without children and they are socially active . They have high discretionary income, spending their money on dining out and retail purchases. They also tend to be more educated on average.

Indoor advertising using indoor billboards targets the affluent 18 to 34 year old demographic. Seventy percent of affluent 18 to 34 year olds are single. This affluent group of young adults has a higher educational level than the 35 to 50 year old group. Of the affluent young adults have 46 percent have university degrees.

The 18-34 year old affluent young adults spend 20.6 hours a week engaged in activities out of home. This active out of home life style makes the 18-34 year old very difficult to reach with traditional advertising media. The indoor advertising reaches the 18-34 year old in the places they are most likely to be when out of home. This group also spends 9.5 hours per week on the internet. Their cell phone is also becoming a means for them to access the internet.

Indoor Billboards in Indoor Advertising

The use of indoor billboards in indoor advertising in the Tampa Bay, Clearwater, Sarasota,
St Petersburg Orlando and most major Markets throughout the US and Canada, is perhaps the most powerful way to reach the affluent 18-34 year old adults with annual incomes of Forty five thousand dollars and up (ref: TSN). More than 80% of 18 to 34 year old affluent adults say that indoor billboards catch their attention. 62% of this active lifestyle says that indoor billboards are a great way to learn about new products and places. Research indicates indoor advertising through indoor billboards is the best for capturing the audience attention. Indoor billboard captures its audience 79% of the time. The capture rate for other media was: TV 46%, Magazines 25%, Outdoor 24%, Radio 24%, and Newsprint 21%.

For this outgoing, socially active, and affluent young group, indoor advertising also provides a powerful call to action. After see an indoor ad 37% took action and visited a website connected to the indoor ad viewed. Of the surveyed group 29% visited a store featured in the indoor ad . Of the affluent young adults 21% purchased a product after seeing an indoor ad (ref: OMAC).

Indoor advertising rated much better that other advertising media with consumer acceptance. Less than 14% of young adults objected to indoor billboards. On the other hand other media did not rate nearly as well. 77% of young adults thought there were too many ads on TV. 49% of young adults felt print advertising such as newspapers and magazines were too cluttered (ref: Target H&F). The 86% approval rating is impressive in light of the face that the consumer could not avoid the indoor ad by changing the channel or turning the page. It seems the encounter with the indoor ad was welcome because it was offered at a time when the viewer wants something to look at and read.

When using indoor advertising in the Tampa Bay, Clearwater, St Petersburg, Sarasota, Orlando and most major Markets throughout the US and Canada. The opportunity to utilize sampling exists, where the potential consumer can experience and try the product. This should be combined with the indoor ad whenever possible. Of young affluent adults 18 to 34, 80% said they were more likely to purchase a product or service if given the opportunity to try it before purchasing. Of the same young adult group 46% said that sampling a product or service improved their image of the Company product or service. This creates an opportunity for positive branding through experiential marketing and advertising.