One key to out-of-home advertising is to go where the people are, and there's one place people will always have to go: the restroom.
Restrooms at public venues such as stadiums, bars and restaurants offer advertisers a captive audience and the ability to narrowly target men or women.
It's also a relatively inexpensive form of out-of-home marketing, and one that is, like many other venues, offering an increasing number of digital opportunities.
Agencies can also be creative and have fun with restroom advertising, using everything from talking urinal cakes that are triggered when someone begins to use the facilities to ads on toilet paper.
To find out how to get your client in restrooms, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising in restrooms in venues ranging from bars and restaurants to sports stadiums.
Who
Most markets have out-of-home companies that handle restroom ads in their city; there are also some regional and national vendors. More offbeat campaigns such as toilet paper ads or floor vinyls can be handled by any guerrilla out-of-home agency.
How it works
There are two main types of restroom advertising, the most straightforward being signage.
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Signage can be traditional static posters or digital signs that rotate a series of static, animated or video ads over a 90-second loop. Digital restroom ads tend to be in more upscale locations, such as fancy nightclubs or restaurants.
The digital screens, which are usually 15 inches or smaller, may be over the urinals in the men's room or installed inside individual stalls in men's and women's washrooms.
The other form of restroom advertising is the nontraditional variety. This includes clings on the restroom mirrors, floor vinyls below the hand dryer, talking urinal cakes and even ads on toilet paper.
Advertisers and their agencies must get approval from venues to use these elements, but they allow advertisers to get creative.
For example, female-focused we TV targeted women for "we Awards Night" with toilet paper ads that read "Live from the ladies room."
And a few years ago the transportation department in New Mexico ran a public service campaign targeting men with talking urinal cakes.
When a man approached the urinal it would trigger a voice to say, "Hey there, big guy. Having a few drinks? It’s time to call a cab or ask a sober friend for a ride home."
Markets
Restroom campaigns can be launched in any market.
Numbers
Agencies estimate that the average public restroom attracts between 12,000 and 30,000 visitors each month, depending on the venue and the market.
How it is measured
There is no one standard measurement method, but advertisers can estimate impressions based on the venue. For a sports venue it might be attendance at a game. For a bar it might be based on patron traffic over a month.
What product categories work well
Typical categories that advertise in restrooms include auto dealers, recreation/vacations, fast food, restaurants, entertainment and non-profit organizations.
Demographics
Advertisers can target specific demographics based on the venue. For example, a marketer looking to reach college students can advertise in bars near campus; those looking for sports fans can place ads in stadium restrooms.
Making the buy
With creative ready to go, lead time is typically 15 days.
The average cost of signage campaigns, both traditional and digital, is between $50 and $100 per month, per venue. That does not include production of the signs or digital ads.
Campaigns that include items such as mirror clings start around $8,000 for at least 20 venues and go up from there depending on the medium. That includes production of the clings, toilet paper, etc.
Who's already been in restrooms
Recent brands targeting public restrooms include Oxygen, Lee jeans, we TV, Buffalo Wild Wings, Applebee's, Snap Fitness, TGI Friday's and Dairy Queen.
What they're saying
"Branding yourself is more challenging for local advertisers. If you're an auto shop place and my car's not dented, I'm not calling you. But if I keep seeing your [restroom] ad and something happens, you'll be the first one I call
." -- Tony Jacobson, president and chief executive officer at AllOver Media.
Web site info
AllOver Media
http://www.allovermedia.com
Zoom Media
http://www.zoommedia.com
GoGorilla Media
http://www.gogorillamedia.com
Brand Marketers
http://www.brandmarketers.com
His and Hers Ads
http://www.hisandhersads.com
Stall Mall
http://stallmall.com
Captivating Indoor Advertising
http://www.ciaads.com
Creative Space Advertising
http://creativespaceadvertising.com
Johnny Advertising
http://www.johnnyadvertising.com
Whizz Advertising
http://www.whizzads.com
