Bathroom+adAvertising

=__Bathroom Advertising__=

What IS bathroom advertising?
Known by various names; indoor advertising, restroom advertising. Bathroom Advertising has become a popular ad medium. In it's simplest form, it is signage that is placed in the restrooms of popular business locations that generate high traffic, such as restaurants, bars, schools, malls, and health clubs. With various companies developing their own models, the signage can vary greatly from one company to the next. Some place one giant ad, some have mutiple ads in one frame, still others are experimenting with video displays and LCD signage

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Why the bathroom?= = = //“Restroom advertising is naturally an efficient medium for targeting strictly male or female audiences.”// = = = = //- **Adweek**// = =

= = //“The ads reach the audience most coveted by advertisers: 21-35 year olds who like to go out and spend money. Restroom ads also allow companies to target a gender with 100% accuracy.”// = = = = //“If you went to the restroom three times, you'd read it again and again. Not only can indoor billboards reach a very discerning customer, but they've got that customer's undivided attention.”// = = = = //“Now Madison Avenue had invaded the restroom. It's surprising nobody has thought of this before.”// = = = = //“Talk about a captive audience!”// = = //**- The Jacksonville Business Journal**// = = //“Rest assured people have to read your ad...market studies have proven it to be effective.”// = = //**- The Business Journal**// = = //“What a perfect place for an ad.”// = = //**- The Houston Chronicle**//
 * //- Fortune//**
 * //- Inc.//**
 * //- Newsweek//**

//“This was the only place in the world people would stand in line to read the advertising.”// = =
 * //- The Boston Globe//**

Are there other advantages to bathroom advertising? The research into this area seems to generate three distinct advantages: //**Retention**, **Pre-Qualified Audience** and **Cost**// = =

**Retention:**
Retention is how long a particular advertising message stays in the mind of the consumer, either activily or passively. Known in the advertising industry as 'stickiness'. We have all had an ad jingle running around our mind and of course, we have all become familiar with the Nike 'swoosh', the epitome of a branded logo. Yet these are only a few out of literally MILLIONS of ads placed every year. How many do you remember? That's right, darn few. Evidence seems to indicate one of the premiere advantages of Bathroom Advertising is retention of the ad content. Having read your ad for several minutes, which is significantly longer than the average ad is viewed along with re-reading the same ad in several locations over time tends to lead much greater retention of the ad. • 84% recalled seeing specific advertisements in the washrooms. • 92% were able to name specific advertisers without prompting. • 88% recalled at least FOUR selling points in the ads surveyed. • 98% reacted positively or neutral to seeing ads in restroom facilities.

Who are "pre-qualifed"?
In sales, a 'pre-qualified' customer is one that has been determined to be either (a) serious about purchasing and/or (b) proven to be able to make purchase. So for advertising, a 'pre-qualified' audience is one who is capable and interested in using their discretionary income. The people who view your ad are 'out-on-the-town' in high-traffic locations, so therefore they are capable of making a purchase and have discretionary income to spend. This is a definite advantage for the advertiser, since you aren't paying to have many people view your ad who have no interest nor money to make such a purchase. Yet that is the case with most advertising media. • 64% classify their occupations as Professional, Managerial, or Sales. • 83% are between the ages of 25 and 54. • The average respondent dines out 12.6 times per month.

How is the cost better?
Advertising is generally compared by a metric known as CPM (Cost per thousand) which is a cost of a thousand "impressions." An Impression is basically a viewing of the ad, whether it means passing a billboard on the freeway or listening to a commercial on the radio. Based on the traffic of people experiencing the ad (in thousands) against the cost of the placement yields the CPM. Here is a short comparison of CPM of various media. You will see the cost-effectiveness of bathroom advertising



sources: [|http://www.bathroomadvertising.com/]

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