Indoor advertising (interior advertising, Indoor Advertising) –
a type of advertising, placed on a stationary basis inside the premises of public destination (as opposed to outdoor advertising).
Usually it is advertising in sales points (outlets), airports and railway stations, cinemas, business centers, entrances, elevators,
entertainment venues, universities, hospitals, etc.
Indoor and outdoor advertising are combined into Out Of Home (OOH) advertising, which in turn is included in ATL advertising.
There is no fully universally accepted classification of locations specifically for in-house advertising. So, in the U.S.
you can often find the terms venue-based advertising, in-store marketing communications and point-of-purchase advertising,
Digital Signage, Captive Media. Subway premises more often refer to outdoor advertising,
some sources consider separately advertising in the points of sale.
The structure of the indoor advertising industry includes the following main forms of organization:
* Agency-operators – enterprises that own advertising media and their networks or enterprises owning contracts for the placement of indoor advertising.
* Advertising producers – companies that specialize in the design and production of indoor advertising.
Marketing agencies – businesses that provide marketing activity in this segment.One classification by location of internal advertising includes
* In-house advertising proper (in places not related to purchase and consumption);
* advertising at the point of sale (in-store – stores, HoReCa);
The main advantage of indoor advertising compared to outdoor advertising is the ability to more accurately reach a relatively narrow target audience.
For example, advertising in a fitness club provides coverage of the audience “women 25-45 years”,
while the billboard on the street can not provide such segmentation.
Outdoor advertising – graphic, text, or other advertising information,
which is placed on special temporary or stationary structures located in the open,
as well as on the outside surfaces of buildings, structures, on the elements of street furniture,
above the pavement of streets and roads or on them, as well as at gas stations (filling stations).