Place Advertising

Place advertising also called out-of-home advertising, is a broadly defined category that captures many different alternative advertising forms. Marketers are using creative and unexpected ad placements to grab consumers’ attention. The rationale often given is that marketers are better off reaching people in other environments, such as where they work, play, and of course, shop. Some of the options available include billboards, public spaces, product placement and point-of-purchase.

Billboards have been transformed over the years and now use colorful, digitally produced graphics, backlighting, sounds, movement, and unusual even three dimensional images. Some ads are even human.

Adidas hoisted human billboards in Tokyo and Osaka, Japan. Two soccer players competed for shots during 15-minute matches scheduled 5 times a day while they and a ball dangled from ropes 12 stories above ground. Billboards do not even necessarily have to stay in one place. Marketers can buy ad space on billboard laden trucks that are driven continuously all day in selected areas. Oscar Mayer sends six “Wienermobiles” traveling across the United States each year to increase brand exposure and goodwill. Software Company Oracle used a boat to tow a floating banner bearing the company’s logo across San Francisco.

Public Spaces: Advertisers are placing traditional TV and print ads in unconventional places such as movies, airlines, and lounges, as well as classrooms, sports arenas, office and hotel elevators, and other public places. Billboard type poster ads are showing up everywhere. Transmit ads on buses, subways, and commuter trains – around for years – has become a valuable way to reach working women. “Street furniture” bus shelters, kiosks, and public areas is another fast growing option. Coca-Cola, for example, mounted illuminated rectangular displays called “light boxes” on New York subway tunnel walls to advertiser its Dasani brand water.

Advertisers can buy space in stadiums and arenas and on garbage cans, bicycle racks, parking meters, airport luggage carousels, elevators, gasoline pumps, the bottom of golf cups, airline snack packages and supermarket produce in the form of tiny labels on apples and bananas. Advertisers can even buy specie in toilet stalls and above urinals which, according to research studies office workers visit an average of three to four times a day for roughly four minutes per visit.