The Scramble for Advertising Space

There’s a mad rush for eye balls. Marketers are coming up with some very creative and at times absurd ways to reach customers. They don’t have a choice. Traditional media is out of the reach of most businesses. While the Internet offers cheaper options with greater reach, it’s getting more and more difficult to execute effective campaigns in a crowded space. So the search is on for new advertising avenues. It’s already reached planes, trains and automobiles. It’s reached offices, hospitals and malls. It’s even taken over walls and walkways.

So is there any space left after this? The answer is a resounding yes. And if you guessed the restroom, then you were bang on target. Yes, that’s right. Advertising has also reached the one place which was considered sacrosanct. But I have to admit it’s a great place for promotions. I mean, think about it. Once users are engaged, they remain captive until their business is done. So they have no choice but to stare at the only thing they can. And that’s the advertisement. Now, don’t deny it. If given a choice, all of us would take a beautiful poster over a blank wall any day. So there you go.

Here’s another example of how desperate advertisers have become. They’re getting groups of people to wear signboards and walk through places. The shock value draws attention. The message is also difficult to miss given that people are wearing it on their bodies. It is undoubtedly another great way to promote products at a local level. These walking boards offer a few distinct advantages over billboards. For one, they are not as expensive. They are also not stationery which means they can reach audiences better. And they can change messages within minutes.

These are only two examples, but there are plenty of others. The only thing needed is a good imagination. And a little bit of space.

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