Indoor-реклама: общие сведения

Существует множество видов рекламных каналов, уже давно «обжитых» коммерческими организациями: газеты, радио, телевидение и даже интернет. В то же время одним из обширнейших рынков рекламы является реклама наружная - баннеры, плакаты, наклейки, билборды и набирающие популярность в российских регионах светодиодные экраны.

Однако рекламные сообщения, поступающие по этим каналам, пытаются воздействовать на всех потенциальных покупателей без выделения целевой аудитории, что, разумеется, предполагает большие затраты рекламодателей на оплату единичного контакта сообщения с целевым потребителем. Существенно снизить вложения в рекламную кампанию позволяет смещение акцентов в сторону способов воздействия исключительно на конкретную аудиторию. Обеспечить такого рода взаимодействия с возможными покупателями призвана indoor-реклама (внутренняя реклама), размещаемая внутри помещений общественного пользования: в торговых комплексах, бизнес-центрах, спортивных клубах, учебных заведениях, залах ожидания и т.д.

Ассоциация коммуникационных агентств России (АКАР), регулярно оценивающая рынок российской indoor-рекламы, докладывает о его ежегодном 30%-ном росте, что выводит indoor в группу лидеров среди всех используемых в нашей стране рекламных каналов. По мнению экспертов, оборот денежных средств в сегменте внутренней рекламы к 2018 году превысит таковой в «наружном» сегменте.

Виды и форматы indoor-рекламы

По месту размещения рекламы можно выделить следующие её виды:

  • реклама, связанная с транспортом (в аэропортах и на вокзалах);
  • реклама в местах продажи товаров и услуг (торговые центры, отели, рестораны и пр.);
  • внутренняя реклама в местах, не связанных с потреблением товаров.

В сегменте indoor-рекламы используются следующие форматы:

  • статические (базовые) - постеры-рамки, баннеры, лайтбоксы;
  • динамические (digital) - LED-экраны, светодиодные панели, видеозеркала, видеостены;
  • аудиореклама.

Главные достоинства indoor-рекламы

1. Низкая цена.

Стоимость одного контакта с потенциальным потребителем продукта значительно ниже, чем в других сегментах рынка рекламы.

2. Высокие качество и частота контакта.

Реклама демонстрируется в местах, где потребитель сможет её увидеть несколько раз за день, причём в комфортных условиях.

3. Таргетирование.

Indoor-реклама предоставляет уникальные возможности воздействия на целевую аудиторию, поскольку размещается в местах скопления труднодостижимых групп потребителей - учащихся, спортсменов, бизнес-работников и пр. Кроме того, с помощью indoor'а рекламодатели могут доносить нужную информацию до людей, проживающих в определённых районах города или около определённых объектов.

Наиболее перспективные и развивающиеся сейчас направления в indoor-рекламе - это реклама в вузах и бизнес-центрах.

Indoor-реклама в бизнес-центрах

Размещая рекламу в БЦ, коммерческие организации ставят своей целью воздействие на узкую бизнес-аудиторию, к которой трудно подступиться в иных местах. С другой стороны, эта аудитория - самая требовательная: нельзя ей предлагать информацию крупными блоками и навязчиво призывать к каким-либо действиям. Очень важен здесь уровень клаттера - рекламного шума, создаваемого множественными, практически неразделёнными рекламными сообщениями, которые в сознании потребителя сливаются в единую массу без возможности вычленить из неё что-то определённое и запомнить. Высокий уровень клаттера в большинстве случаев вызовет отторжение рекламного блока и негативно повлияет на имидж бизнес-центра.

Зоны бизнес-центров, наиболее подходящие для размещения indoor-рекламы:

  • при входе в бизнес-центр;
  • в холле;
  • в прилифтовой зоне;
  • в местах принятия пищи.

Чаще всего для успешного достижения целей в бизнес-центрах используют следующие форматы indoor-рекламы: лайтбоксы (рекламные рамки со светодиодной подсветкой) и мультимедийные модули, оснащённые LED-экранами для показа видеороликов и устанавливаемые в прилифтовой зоне для обеспечения наиболее длительного контакта с потребителями во время ожидания ими лифта.

Indoor-реклама в вузах

Молодёжь обычно более активна, чем люди среднего возраста, целыми днями трудящиеся в различных организациях или имеющие свой бизнес. Студенты интересуются новинками в области высоких технологий, регулярно посещают концерты, спортивные состязания и иные мероприятия. Потому indoor-реклама в учебных заведениях наиболее эффективна при проведении кампаний по повышению доверия к бренду, ребрендингу или выводу на рынок нового продукта, а также по информированию о различных событиях и развлекательных мероприятиях.

Зоны вузов, где следует размещать indoor-рекламу для достижения наибольшего эффекта:

  • у входа в учебный корпус;
  • холлы;
  • лестницы;
  • территории возле кафедр;
  • туденческие столовые.

Наиболее популярные форматы indoor-рекламы в вузах - это лайтбоксы и INFOboard'ы (комплексы рекламных сообщений и внутривузовской информации).

Подробный анализ рынков indoor-рекламы России, Северной Америки и Западной Европы можно найти в этой статье.

Indoor-реклама: общие сведения
Ассоциация коммуникационных...
Световая indoor-реклама и её истоки
Яркая неоновая реклама неуместна в...
Indoor-реклама в России и за рубежом
Реклама в помещениях впервые...
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