Evaluating Digital Advertising Potential of Out-of-Home Indoor Spaces

Abstract

The project aims to find out suitable indoor spaces to advertise for clients of Times OOH, after advertising at airports. Airports are one of the most promising sites because of their vast space and high footfalls. During this project, spaces identified other than airports are, retail stores, corporate buildings, and malls. The visitors of the retail store are influenced by advertisements and the conversion is done in the store immediately. For corporate buildings, an innovative way of advertising was on vending machines where people can have a look at the advertisement while they purchase from vending machines. Malls have huge spaces, and theme-based advertising/campaigns can be done in these spaces, by utilizing kiosks, digital screens, and exhibitions all at once, creating an immense impact. On further analysis, malls were identified to be the most suitable space, in terms of space and footfall. Also, the visitor profile of airports and malls are comparable. Though it cannot be guaranteed that the target audience is at the mall while the campaign is in progress, the consistency of advertisements being noticed at the mall is better compared to retail stores and corporate buildings. It is recommended to advertise at malls and has major or high-end campaigns during summer vacations and winter vacations when the larger population seeks a gateway to have fun and unwind.