Neil Davidson recently wrote an interesting post on Interruption Marketing: Rumors of its Death have been Greatly Exaggerated:
“It’s hard to interrupt us, but it can be done. Not by being loud, but by being different. Be witty, tell a story, and tell it to us when we want to be interrupted, and you can leap out from the clutter.“
Google shows pinpoint-targeted ads that are relevant at the precise moment of search.
TV and radio ads interrupt what we’re watching and listening to.
But what about the While You’re Here adverts?
Neil mentioned an ad on a gas pump, but is that an interruption?
When I’m filling my car with fuel, I’m interested in anything to occupy my mind for a moment. After all, there’s only so much satisfaction I can gain from watching the cost on the pump-display spiral ever-higher.
While You’re Here advertising is a means of offering a welcome distraction from boredom. Ads on trains, subways, in the back of taxis, in elevators, urinals… anywhere where your customers may find themselves with little or no opportunities to pass the time.
A few years ago I was standing at a urinal in a motorway service station in the UK, and to my surprise there was an ad (inches from my face) for SEO services. I would have taken a photo with my phone, but misunderstandings can easily arise.
The only people seeing those ads would be men with about 30 seconds to spare. Is that really taking advantage of the medium?
While You’re Here advertising has great opportunities, but the rules need to change a little.
What if hotels allowed elevator advertising specifically during a conference that they were hosting?
What if there was a website with details of their scheduled events where anyone could purchase the advertising?
What if gas pump advertising offered a credit card that would save 5 pence off every litre of fuel?
What if hotel elevators advertised a local taxi firm with discounted rates for guests in the hotel?
While You’re Here advertising offers a welcome, targeted and useful diversion from boredom. If used correctly.
