What is indoor advertising? We explain its types, installation regulations, and effective promotional methods.

Indoor advertising refers to advertising media installed inside buildings such as shopping malls, transportation facilities, and office buildings. Specifically, this includes digital signage in train stations and office buildings, as well as panels and tapestries in shopping malls.

Indoor advertising is seen in enclosed or semi-enclosed spaces such as shopping malls and train stations, making it easy to target specific audiences based on their attributes and purpose. On the other hand, advertisements placed outdoors, such as in city streets or around shopping malls, are called "outdoor advertising" and are characterized by their ability to reach a wide, unspecified audience.

Both indoor and outdoor advertising are referred to as "OOH (Out Of Home) advertising" because they are advertisements encountered outside the home. In recent years, with the spread of digital signage, the digital OOH market has been expanding, and efforts are underway to "visualize effectiveness" by utilizing people flow data and location information.

people flow data refers to data that allows us to understand when and how people move, as well as attribute information such as the number of people staying in a specific area, the length of stay, and age and gender.

For example, GeoTechnologies, Inc.' "OOH Advertising Effectiveness Measurement Service," which utilizes people flow data, can visualize how many people who were estimated to have been exposed to OOH advertisements actually visited a store or venue. This makes it possible to develop highly accurate, data-driven advertising strategies, even for offline advertising, which has previously been difficult to measure effectively.

This enables the measurement of the effectiveness of outdoor advertising (OOH), which is otherwise difficult to measure.

Indoor advertising has the following characteristics compared to outdoor advertising:

• Less affected by weather or time of day, and highly visible.
• Because the stay is relatively long, it is easier to convey detailed information.
• Indoor advertising within stores is more likely to lead to purchasing behavior.

Indoor advertising has the advantage of being less affected by weather and time of day because it is installed inside buildings. A major benefit is that the advertisements are highly visible because they are installed in areas with generally stable lighting conditions.

Furthermore, advertisements are often placed in locations where people tend to linger, such as train stations and shopping malls, where they may be waiting or taking a break. This makes it easier for people to see the advertisement for a relatively long time. Therefore, it is possible to convey more detailed information, such as the features of the product or service, or the details of the campaign.

Furthermore, indoor advertisements placed within stores have the advantage of being more likely to be seen by customers who are highly interested in the products or services, and are therefore more likely to directly lead to purchasing behavior.

For example, matching the content of advertisements to those appearing in other media can easily lead to recognition such as "I've seen this product on TV or online." Furthermore, highlighting new information through point-of-sale displays can create discoveries like "I didn't know it could be used like this," which can boost purchases.

There are several types of indoor advertising, each with different characteristics and applications. Let's look at some representative types of indoor advertising so you can choose the most effective one.

<Examples of indoor advertising types>

• Digital signage
• Poster and banner advertisements
• Transportation advertising
• Brochures and leaflets
• Floor media and spatial jacking

Digital signage

Digital signage is a digital advertising medium that can display videos and still images on electronic devices such as displays and tablet terminals. Its key feature is its strong visual impact due to the use of video and audio. It is widely installed in places where people gather, such as train stations, shopping malls, food courts, and office building elevators.

In recent years, "retail media," which utilizes digital signage within retail stores, has also been attracting attention. Retail media refers to advertising media owned by retail companies, and includes digital signage and audio advertisements broadcast within retail stores, as well as official apps and advertising space on e-commerce sites.

The strength of retail media lies in its ability to utilize a company's own purchasing data. This enables highly accurate targeting and effectiveness measurement. In particular, digital signage within retail stores can directly appeal to highly motivated customers through video, making it an advertising medium that can be expected to have a significant sales promotion effect.

Poster and banner advertisements

Among indoor advertisements, posters and banner ads can be displayed in the same location for a certain period of time, so they can be expected to increase brand awareness by being seen repeatedly by visitors.

By installing them in places that people frequently visit, such as train stations, shopping malls, food courts, and office buildings, visitors will have multiple opportunities to see them, leading to increased brand and product awareness.

Transportation advertising

Transit advertising refers to indoor advertisements placed inside trains, buses, taxis, and train stations. Its key feature is that it can be seen naturally during spare moments while people are on the go.

Typical forms of advertising include hanging advertisements inside trains and sticker advertisements on doors and windows. In particular, in environments where the travel time is relatively long, such as commuting to work or school, these are advertising media that can easily ensure visibility and convey detailed information.

Brochures and leaflets

Brochures and leaflets are advertising media that interested individuals can freely take home. Because they remain in their possession, they have high retention potential and can be read carefully later, making them effective for prospective customers who are in the comparison and consideration stage of products and services.

Primarily placed in shopping malls, event spaces, and facility reception areas, this advertising medium effectively reaches audiences seeking more in-depth information about products and services.

Floor media and spatial jacking

Floor media and space takeovers are large-scale indoor advertising methods that utilize the entire space, including floors, walls, and ceilings. Because they can appeal to the entire field of vision, they allow for an immersive experience of the brand or product's world.

Often deployed in shopping malls and event spaces, this type of advertising is characterized by its ability to create a strong visual impact compared to conventional advertising. Furthermore, because it allows for visually appealing presentations, it can also generate significant virality through social media posts by visitors, making it a highly attention-grabbing advertising method.

There are regulations that must be followed when running indoor advertisements. Particular attention should be paid to advertisements displayed from inside a building, such as through windows, facing outwards.

<Examples of regulations you should be aware of when running indoor advertising campaigns>

• Regulations regarding specific indoor advertisements vary by municipality.
• Safety management obligations

Regulations regarding specific indoor advertisements vary by municipality.

Specific indoor advertisements are advertisements displayed from the inside of a building, such as through a window, facing outwards. To ensure the urban landscape and safety, they may be subject to the same regulations as outdoor advertisements.

It is important to note that these specific indoor advertisements are subject to restrictions on display area, colors, flashing, and brightness depending on the local government, and prior notification may be required.

For example, the "Chiyoda Ward Outdoor Advertising Landscape and Urban Development Guidelines" for Chiyoda Ward, Tokyo, states that specific indoor advertisements are subject to the same guidelines as outdoor advertisements and require notification. Furthermore, it requires that the advertisements not detract from the appearance of outdoor buildings, such as by utilizing the texture of glass surfaces.

Similarly, local governments such as Kanazawa City, Kyoto City, and Osaka City have established their own standards and notification requirements from the perspective of landscape protection. Just because it is indoor advertising does not mean that you can freely place advertisements. When installing indoor advertisements, it is important to always check the regulations of the local government where the advertisement will be installed in advance and complete the necessary procedures.

Safety management obligations

As mentioned above, when the guidelines for outdoor advertising apply to specific indoor advertisements, safety management obligations may arise even for indoor advertisements. To prevent accidents caused by advertising signs falling or tipping over, it is necessary to ensure sufficient installation strength, conduct regular inspections, and maintain them in good condition.

How can we improve the effectiveness of indoor advertising? Here are some key points to consider for increasing the effectiveness of indoor advertising.

<Key points to enhance the effectiveness of indoor advertising>

• Clearly define your target audience and choose the most suitable media and location.
• Design a strategic scenario
• Conduct an effectiveness evaluation.
• Utilizing AI technology

Clearly define your target audience and choose the most suitable media and location.

To maximize the effectiveness of indoor advertising, it's crucial to first clearly define your target audience and then select placement locations that are suitable for them.

When selecting locations for indoor advertising, it is effective to utilize not only "people flow data," which provides attribute information such as the time and location of movement, age, gender, and behavioral patterns of people, but also user information such as purchase data. By using this data, it becomes easier to narrow down potential locations and advertising media where the target audience is likely to gather, leading to a higher return on investment (ROI).

Design a strategic scenario

Indoor advertising isn't just about installation; it's effective to design a seamless scenario that integrates offline and online elements, from physical touchpoints to social media sharing and purchases on e-commerce sites.

For example, in the case of transit advertising, if the design, message, and concept are appealing, it has the potential to become a photo spot and be shared on social media. By considering both offline contact and social media sharing in this way, you can expect to expand awareness to a wider audience.

Furthermore, by considering the movement patterns and eye levels of passersby and adopting designs and copy that convey the message in an instant, it becomes easier to effectively appeal to them even within a limited contact time. However, it is necessary to comply with advertising regulations of local governments and other relevant authorities.

Conduct an effectiveness evaluation.

To continuously improve the effectiveness of indoor advertising, it is important to measure the number of viewers of digital signage, track the number of customers visiting stores or making purchases as a result of advertising exposure, and then evaluate the effectiveness of the advertising.

By analyzing advertising data, reviewing content, changing placement locations, and updating digital signage advertising content, and continuously implementing the PDCA cycle, you can achieve results.

However, measuring data can be difficult with offline advertising, but by utilizing people flow data, it becomes possible to obtain data on advertising effectiveness. For example, GeoTechnologies, Inc.' "OOH Advertising Effectiveness Measurement Service" uses people flow data to visualize "how many people who were estimated to have been exposed to an offline advertisement actually visited a store or venue."

Collecting and analyzing data can lead to early improvements in advertising and provide insights into the true nature of the target audience, which can then be used to improve future advertising.

Related articles

How to measure the effectiveness of digital signage? Explanation of implementation procedures and use cases.

Utilizing AI technology

By utilizing AI technology, it becomes possible to collect user information through integration with AI cameras, automate advertisement creation, and provide information in real time.

For example, a solution that uses AI to quickly create and operate highly accurate indoor 3D maps from handwritten drawings could be linked with the web to provide real-time information. Indoor advertising also plays a role in building navigation, and by using it effectively, it can promote customer movement within a facility.

Currently, even offline advertising, such as transit advertising and large-screen displays, which were previously considered difficult to measure in terms of effectiveness, can now be measured in the same way as digital advertising by utilizing people flow data. This allows for improved return on investment (ROI) and enables the use of this data to inform future strategies.

If you want to develop compelling advertisements that leverage the latest technologies and trends, we recommend GeoTechnologies, Inc.' "managed OOH advertising" that utilizes people flow data (Geo-People). GeoTechnologies, Inc.' managed OOH advertising has three particular features:

<Three key features of GeoTechnologies, Inc.' managed OOH advertising>

• Behavioral analysis allows you to select media and placement locations that align with the target audience's pathways.
• Effectiveness can be measured during the advertising period, and optimization can be achieved even in a short period of time.
• It is possible to track the subsequent actions and attitudes of people who have been exposed to the advertisement, such as visiting the store or making a purchase.

Furthermore, with performance-based OOH advertising, it is possible to place ads on the following media:

<Examples of media outlets where you can place your ad>

• Large screens, street screens
• Various types of transportation advertising
• Office advertising
• In-store POP

For advertising media not listed above, please feel free to contact us.

Indoor advertising is a more effective way to reach specific target audiences than outdoor advertising, but it's crucial to comply with local regulations, utilize the latest technologies, and optimize based on people flow data.

By leveraging GeoTechnologies, Inc. 'people flow data, you can optimize advertising placement and measure advertising effectiveness. A data-driven strategic approach enables high-return-on-indoor advertising operations.

If you are considering indoor advertising that utilizes people flow data, please contact GeoTechnologies, Inc. first.

See the effectiveness of your indoor advertising in numbers! Click here for details on GeoTechnologies, Inc.' OOH advertising effectiveness measurement service.

What is indoor advertising?

Indoor advertising refers to advertising media installed inside buildings such as shopping malls, transportation facilities, and office buildings. Specifically, it includes digital signage and panels located inside buildings such as train stations, offices, and shopping malls.

What are designated indoor advertisements?

Specific indoor advertisements are advertisements displayed from inside a building, such as through a window, facing outwards. In order to ensure the urban landscape and safety, even advertisements inside buildings may be subject to the same regulations as outdoor advertisements, depending on the local government.

What is OOH advertising?

OOH advertising is an abbreviation for Out Of Home advertising, and refers to advertisements that are encountered outside the home. OOH advertising includes outdoor advertisements in the city and indoor advertisements in places such as train stations and shopping malls.