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Out Of Home advertising: Ready, Aim, Fire!

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Kylie is the editor of Marketing magazine. To contact her, call +61 3 9948 4900

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David Lister of Ultimate Media agrees, “The fitness channel is self-improvement ‘my time’. When the consumer has stopped moving they have the dwell time to consume external messages with full attention.”

The office: seducing the suit

“Elevators are known for awkward interactions and uncomfortable silences,” says Inlink’s Oliver Roydhouse. “This environment is unique because distractions are often welcome with passengers rarely describing elevator rides as ‘my time’. For advertisers, elevators are the perfect place to reach their audience from 7am to 7pm, a time when traditional or mass media consumption levels drop.”

There is no debating the high value of the corporate demographic – these people are brand-conscious, cashed-up and in roles that make significant business purchases on behalf of their company. “As these people are time-poor, viewing ads and news in elevators can be a welcome source of information, resulting in high recall rates of 43 percent [average over four Roy Morgan elevator effectiveness studies from 2001 to 2006],” says Roydhouse.

Inlink works with airline clients such as Qantas, Virgin Atlantic and Scandinavian Airlines, appealing to the 33 percent of the audience who intend to travel internationally for business in next six months; auto clients like BMW, Alfa Romeo, Mitsubishi Pajero and VW, appealing to the 37 percent of the audience who intend to spend over $40,000 when they purchase a new car within the next six months; and personal finance clients like NAB, ANZ and CBA, appealing to the 61 percent of the audience who own or are paying off their own home or the 22 percent who own an investment property.

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