Location-Based Advertising Campaigns
For Maximum Brand Impact
You may not always be conscious of it, but marketing messages are delivered to us much more than we think. Many are quite obvious – billboards by the side of the road, for instance – but others are far more subtle, carefully and artfully enhancing a brand: location-based adverts. Let’s delve a little further into this clever form of advertising...
Introduction to Location-Based Advertising
Location-based advertising works by a brand strategically placing its products in places its target audience is visiting. Whether they’re kicking back at a bar, catching a movie, doing the food shop, hitting the campus, or even taking a toilet break, there’s an ad there somewhere waiting to entice them.
The Advantages of Location-Based Advertising
There are many advantages to choosing location-based advertising for your brand, including:
Wide Reach: When you choose high-footfall advertising areas such as shopping centres, bars and washrooms, your brand will be seen by a far wider audience as well as a more diverse one. You can reach those who may have never stumbled across your product before and those who wouldn’t have considered it previously, bringing you a good return on your investment.
Right People, Right Time: The joy of choosing location-based advertising is that you can get your brand in front of the right people at the right time. For example, if your product is targeted at a child you could well benefit from choosing cinema-based ads. By selecting when there is a release of a newly popular kid’s film you could pay for advertising slots in the foyer during prime times and get your brand in front of thousands of pairs of eyes per day. Direct, fun and very rewarding.
Localised Market : Location-based advertising is a fantastic branding tool if you want to reach a local market. By carefully selecting your locations, you will be able to reach your desired customers in particular towns or cities, allowing your message to get in front of those who will most likely connect with your brand locally.
Physical Presence : Location-based advertising allows you to showcase your products or services tangibly. Your brand can be set up to be seen on eye-catching displays, large screens, on physical materials and bold posters, allowing customers to experience what you have to offer firsthand. This physical interaction fosters a sense of trust and authenticity that online advertising can sometimes struggle to achieve.
Enhanced Awareness: When an advert is placed in front of an audience time and time again, it aids in enhancing the overall awareness of that company. Some customers may only have to see that advert once to be inspired to purchase, but others may require a few reminders, and your ongoing message may be the prompt they need. This is why location-based advertising can be so successful. You can reach your target audience effortlessly and repeatedly.
Bar & Venue Advertising
Advertising in bars, pubs, and entertainment venues presents a valuable opportunity to engage with a broad and diverse audience in a relaxed and receptive setting. These environments attract a wide range of consumers, including sports fans watching live matches, professionals enjoying after-work drinks, students attending themed club nights, and families dining out on weekends. The informal and social nature of these spaces means that individuals are more likely to notice and respond to advertising messages, particularly when they are well-integrated into the venue’s atmosphere. From branded posters and digital screens to table-top displays and sponsored events, advertising in these locations allows businesses to build brand awareness, promote products or services, and connect with consumers in a meaningful and memorable way.
Cinema Advertising
Cinema advertising is a powerful way to engage audiences in a focused, distraction-free environment. With high-quality visuals and sound, adverts shown before films are memorable and impactful. Cinemas attract a wide range of viewers, offering access to a diverse and attentive audience. This format allows for creative storytelling and emotional connection, making it ideal for brand awareness and promotional campaigns. Whether targeting national or local audiences, cinema advertising provides a premium platform for lasting engagement.
Forecourt Advertising
Forecourt advertising, also known as petrol pump advertising, is a highly effective way to reach a broad audience in a captive setting. With high dwell times and consistent footfall from commuters, families, and long-distance travellers, it offers excellent visibility and message retention. Whether using pump-top panels, posters, or digital screens, this format provides a cost-effective and targeted solution for reinforcing brand awareness and engaging consumers in a distraction-free environment.
Shopping Centre Advertising
Shopping centre advertising is a highly effective way to engage with a large and diverse audience in a retail-focused environment. These venues attract a wide demographic, including families, professionals, students, and tourists, all of whom are typically in a receptive mindset—whether shopping, dining, or socialising. Advertising formats within shopping centres are varied and strategically placed, including digital screens, lift panels, static boards, posters, toilet ads, car park flags, and banners. These placements provide regular reminders throughout the shopper journey, helping to influence purchasing decisions and encourage last-minute buys. With extended dwell times and multiple touchpoints, shopping centre advertising offers strong visibility, message retention, and the ability to target specific zones, making it an ideal platform for both local and national campaigns.
Supermarket Advertising
Supermarket advertising is a highly effective way to reach a wide and varied audience at a key moment in their purchasing journey. With high footfall and frequent repeat visits, supermarkets offer consistent exposure and strong message retention. Advertising formats are diverse and strategically placed throughout the store, including digital screens, aisle banners, trolley panels, shelf-edge displays, posters, and branded floor graphics. These touchpoints allow brands to influence consumer behaviour and encourage last-minute purchases, making supermarket advertising an ideal platform for promoting products, raising brand awareness, and driving sales.
University Advertising
University advertising provides a valuable opportunity to engage with a highly active and diverse audience in a dynamic campus environment. With high footfall across lecture halls, libraries, student unions, cafés, and accommodation areas, it offers repeated exposure and strong message retention. A wide range of formats—such as digital screens, posters, branded merchandise, and event sponsorships—allows brands to integrate into students’ daily routines, encouraging interaction and building familiarity. This makes university advertising an effective and cost-efficient way to promote products, services, and events while fostering long-term engagement and brand loyalty.
Washroom Advertising
Washroom advertising is a highly targeted and effective way to reach individuals in a private, distraction-free setting. Found in locations such as shopping centres, cinemas, universities, and hospitality venues, these adverts benefit from high dwell times and guaranteed visibility. Positioned on mirrors, cubicle doors, hand dryers, and other surfaces, they ensure messages are seen and absorbed. This format is particularly useful for lifestyle, health, and local service campaigns, and allows for gender-specific targeting. Cost-effective and memorable, washroom advertising offers a subtle yet impactful way to reinforce brand awareness and influence consumer behaviour.
Getting Started: How to Launch a Location-Based Advertising Campaign
Launching your Location-Based Advertising campaign is as simple as taking these steps:
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Begin by setting your goals. For example, what do you want to achieve? Who do you want to reach?
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Choose where you would like your ads to be placed by considering geographic location and advertising venue.
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Check out our Location-Based Advertising options here at Ark Design.
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Calculate your budget – What’s in your budget? What’s the cost of not doing this?
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Consider the start date and desired campaign duration.
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Contact our experts, who can guide you through the process and help you decide which Location-Based Advertising will most effectively reach your target audience within your given budget.
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