Out-of-Home Advertising
Place Based Advertising
Placed Based Advertising and Marketing
Highly Targeted Out-of-Home Promotions With Place-Based Advertising
Place-based advertising allows brands to access billboards, digital screens and other out-of-home marketing formats that maximise interactions with viewers in specific destinations.
Meeting your ideal consumer groups in the places they actively visit or in natural locations such as retail parks ensures they are receptive to the marketing shown, matching the venue, the audience and the branding to optimise outcomes.
Research shows that as many as 64% of consumers engage or respond following an interaction with a place-based digital advertisement, whether that means making a purchase, visiting an event, searching for a brand, or following social media pages.
Benefits of Place Based Advertising
Place based advertising has numerous advantages:
Engage with captive audiences open to consuming marketing content: For example, cinema ads often benefit from the shared, communal nature of the movie-going experience, where word-of-mouth and social influence can further enhance brand recognition.
Run highly targeted campaigns: Sticking with cinema advertising as our example, brands can select specific film genres or audiences, delivering relevant, engaging content that drives awareness, consideration, and action.
Achieve maximum impressions and engagements: Campaigns in high-visitor locations are likely to be seen by traceable audience numbers, often combined with events or seasons when visitors will be at a peak.
Destinations such as cinemas, bars, business venues, retail parks, supermarkets, and other spaces are well-suited to place-based advertising, chosen for the nature and theme of the location and its primary audiences.
Arena & Stadiums Advertising
Arena and stadium advertising takes advantage of the opportunity to have a large number of people in one place who can be exposed to your ad. Whilst mainly associated with sporting events, arenas can also include music and event venues.
There are numerous formats of stadium ads including digital. This means you can schedule your ads to show alongside certain events that will contain the most relevant audience to your business. With many events being broadcast, you can also get your ads seen on TV and reach in-home audiences too. And, finally, sports sponsorships also offer incredible exposure to brands.
Cinema Advertising
Cinema advertising is a captivating form of place-based advertising that engages audiences in a focused and immersive environment. This method involves displaying ads on the big screen before movie screenings, as well as in the lobby or concession areas through posters, digital screens, and branded experiences. By reaching moviegoers when they are relaxed, attentive, and free from distractions, cinema advertising provides brands with a unique opportunity to deliver powerful, memorable messages that resonate long after the credits roll.
The audience for cinema advertising typically includes a broad demographic, from families and teens to young adults and seniors, who visit cinemas for entertainment. This advertising format is particularly effective for brands seeking to create a strong emotional connection with consumers, as the high-quality visual and audio experience amplifies the impact of their messaging. Cinema ads often benefit from the shared, communal nature of the movie-going experience, where word-of-mouth and social influence can further enhance brand recognition. With the ability to target specific film genres or audiences, cinema advertising allows brands to deliver relevant and engaging content that drives awareness, consideration, and action.
Retail Advertising
Retail advertising is a powerful form of place-based advertising that targets consumers directly at the point of purchase. This method involves strategically placing ads within retail environments—such as malls, grocery stores, or shopping centres—where consumers are already in a buying mindset. By engaging shoppers in these high-traffic areas, retail advertising effectively influences purchasing decisions, making it an essential tool for brands looking to increase sales and enhance brand visibility.
The primary audience for retail advertising includes a diverse range of consumers who are actively browsing and making purchase decisions. This advertising format allows brands to reach consumers at a critical moment in the buying journey, offering immediate value and driving impulse purchases. Retail advertising is highly adaptable, offering opportunities for both static displays and dynamic digital content. This flexibility enables brands to deliver targeted messaging that resonates with specific demographics, ultimately increasing the effectiveness of their campaigns and maximising return on investment.
Supermarket Advertising
Supermarket advertising is a specialized form of place-based advertising that targets consumers within grocery stores and supermarkets, directly influencing their purchasing decisions as they shop. This method involves placing advertisements on in-store displays, shopping carts, shelf talkers, and digital screens, strategically positioned in high-traffic areas such as aisles, check-out lanes, and product sections. By capturing the attention of shoppers at the moment they are selecting products, supermarket advertising provides brands with a unique opportunity to drive sales, enhance brand recall, and promote new or seasonal items.
The audience for supermarket advertising is broad and diverse, comprising everyday consumers who are actively engaged in the process of purchasing food and household items. This advertising format is particularly effective because it reaches consumers in a setting where they are most receptive to product suggestions and offers. Supermarket advertising allows brands to deliver targeted, contextually relevant messages that encourage impulse buys and reinforce brand loyalty. Its proximity to the point of sale makes it an efficient way to boost visibility and directly impact purchasing behaviour, ultimately leading to increased sales and a higher return on investment for advertisers.
Shopping Mall Advertising
Shopping mall advertising is a dynamic form of place-based advertising that targets consumers in a retail-rich environment, where they are often in a leisure and spending mindset. This method encompasses a variety of ad placements, including digital screens, banners, floor decals, and interactive kiosks strategically located throughout malls. By reaching consumers as they browse, socialize, and shop, mall advertising allows brands to engage with their audience in a highly impactful way, promoting products, services, or events at a time when shoppers are primed to explore and make purchases.
The audience for shopping mall advertising is diverse, ranging from families and teens to young professionals and tourists, all of whom visit malls for different reasons. This advertising format is particularly effective for brands looking to increase awareness, drive foot traffic to specific stores, or highlight special promotions. The immersive environment of a shopping mall offers multiple touchpoints where brands can create memorable experiences, encouraging impulse buys and enhancing brand loyalty. The versatility of mall advertising, with its mix of static and digital options, allows for tailored messaging that resonates with different demographics, ultimately maximizing engagement and return on investment.
Why One Day for Custom Place-Based Advertising?
One Day is an all-senior specialist marketing team providing clients of all sizes with expertise, from creative campaign design and audience and market analyses to bespoke campaign and strategy configuration to deliver optimal returns.
Brands that are keen to use the unparalleled opportunity of place-based advertising access locations such as shopping centres, gyms, or retail parks, where they can directly showcase their propositions and promotions to core demographics that present an interested and engaged audience.
While place-based advertising is often part of out-of-home marketing campaigns, it provides additional ways to target content, messaging, and billboard formats to consumer audiences, narrowing down your ideal customer base to improve brand familiarity with the viewers most relevant to your business.
Media Planning and Buying
All Nationwide Regions & Locations
South West, Southern, South East, Midlands, Eastern, North West, North East, Wales, Scotland & Northern Ireland.
All Media Formats
Digital OOH, Billboard Advertising, Bus Advertising, Taxi Advertising, Tube Advertising, Airport Advertising, Transport Advertising, Rail Advertising & More.
Frequently Asked Questions.
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Retail advertising allows brands to reach consumers at a critical moment in the buying journey, offering immediate value and driving impulse purchases. Retail advertising is highly adaptable, offering static displays and dynamic digital content opportunities.
This flexibility enables brands to deliver targeted messaging that resonates with specific demographics, ultimately increasing the effectiveness of their campaigns and maximising return on investment.
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Supermarket advertising allows brands to deliver targeted, contextually relevant messages that encourage impulse buys and reinforce brand loyalty. Its proximity to the point of sale makes it an efficient way to boost visibility and directly impact purchasing behaviour, leading to increased sales and a higher return on investment for advertisers.
Therefore, we might recommend supermarkets, shopping centres or retail advertising for brands keen to inspire impulse buys and brand conversions. In contrast, marketing in a stadium, conference centre, nightlife venue or other location may be better suited to different requirements.
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The immersive environment of a shopping mall offers multiple touchpoints where brands can create memorable experiences, encouraging impulse buys and enhancing brand loyalty.
Mall advertising's versatility, with its mix of static and digital options, allows for tailored messaging that resonates with different demographics, maximising engagement and return on investment.
