
There’s no question that people respond to advertisements in different ways. Oftentimes, a person’s initial reaction to an ad will instill them with some sort of bias toward the product being advertised. For example, commuters might come to associate a billboard ad with the mind-numbing traffic jam’s they are forced to negotiate on the way to work. But then, later that night, they might head to a nightclub and see a subtle, tasteful indoor ad in the men’s room. It’s obvious which ad is likely to elicit a positive response.
Indoor advertising has another crucial edge over its outdoor counterpart: there’s no sense that the ad is obstructing a view or “littering” the landscape. It’s to the point now that billboards are practically ignored as motorists learn to filter out their imagery and message. Indoors, consumers are less likely to expect a barrage of advertising and hence more likely to pay attention to what’s in front of them.

