Your client's ad
on hand sanitizers
Here's a smart way to reach shoppers and travelers
By Diego Vasquez
Oct 31, 2011
It's cold and flu season, which means it's hand sanitizer season as well.
Ever since the swine flu scare two years ago, kiosks dispensing hand sanitizer have popped up in a range of public places, from malls to gas stations to health clubs and supermarkets, and they get heavy traffic this time of year.
Those hand sanitizer kiosks have also become an out-of-home advertising medium.
Advertisers are attracted to hand sanitizer kiosk because of their ubiquity. They're available practically everywhere, and this makes it easy for advertisers to target large audiences or groups in specific venues.
They're even starting to offer some digital options.
To find out how to get your client on hand sanitizer kiosks, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising on hand sanitizer kiosks.
Who
There are about a half dozen companies that offer ads on hand sanitizer kiosks in public places. Promotional products companies can also produce branded bottles of hand sanitizer for distribution at an event.
How it works
Most hand-sanitizing kiosks automatically dispense sanitizer when hands are placed underneath the machine. On top of the machine is the space for the ads.
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They are typically 11-by-17 inch static signs placed at eye level. Like billboards, their inventory is sold on a monthly or four-week basis, and creative can be swapped out each month.
A very small number of vendors allow advertisers to swap copy more often, such as weekly.
Nineteen-inch digital screens are also available on hand sanitizer kiosks, but because of their higher cost they are far less common than static kiosks. Digital versions allow for static, animated or full video ads.
One new digital option just rolling out has a 22-inch LCD touch screen that allows users to select a 15-second spot from one of 10 different advertisers. After the spot is played the kiosk prints out a coupon that can be used in the store.
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Vendors typically set up deals with the venues and provide the kiosks, along with regular maintenance, for free. Deals with larger venues, such as a department store chain, may include ad revenue sharing. The venue always has the final say on ad copy.
Kiosks aren't the only way for advertisers to get their name on hand sanitizer, though.
Another way to hand out small branded bottles of hand sanitizer at events. For example, a health insurance company might produce and hand out bottles of hand sanitizer at a pro sporting event.
Markets
Hand sanitizer kiosk campaigns can be executed in any market.
Numbers
Vendors say hand sanitizer kiosks are used 3,500 times per month on average.
There are roughly 60,000 hand sanitizing kiosks with ad options in the United States, according to vendor estimates.
How it is measured
Traffic counts from the venue where the kiosks are placed are used to estimate impressions.
What product categories work well
Recent or current hand sanitizer kiosk advertisers include insurance, healthcare, entertainment, telecommunications and auto.
Demographics
Advertisers can target specific demographics based on location. For example, advertisers interested in reaching high-income executives might advertise at airports.
Making the buy
Typical lead time is two to three weeks, although campaigns can be executed in as little as five to seven days if a quick turnaround is necessary.
Pricing varies based on location but ranges from $125 to $250 per kiosk per month.
Who’s already been on hand sanitizers
Recent brands that have advertised on hand sanitizers include TNT, Fox, MetroPCS, Catholic Healthcare West, Sutter Health, Tropicana, Hershey, 5 Hour Energy, Walgreen's, EmblemHealth and Geico
What they’re saying
"Advertisers who want to target audiences in a particular DMA, we can work that route. Or if it's a company that just might want to reach moms, we would direct them to the mom network, which includes women's fitness centers, grocery stores, etc. These can get anywhere people are." –
Dan Cooper, regional sales director at Terraboost Media
Web site info
Terraboost Media
www.terraboost.com
Sterilyfe
http://www.sterilyfe.com
Clean Media
http://www.cleanmedia.com
American Exhibition Services
http://www.aesonlineservices.com/Hand-Sanitizing-Stations.html
Vitale Media
http://www.vitalemedia.com
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