The average US citizen spends about an hour a day waiting.  What better time to gain someone’s attention than when they are begging to be entertained? Advertisers are no strangers to this and are continuing to develop new mediums to reach their target audience while they wait.

Doctor’s Office Advertising

Patients typically wait an average of 17 minutes in the physician’s reception area before moving to an exam room and 94% of patients go to the drugstore within a few hours of leaving the doctor’s. Knowing this, advertisers have jumped at the chance to reach consumers in doctor’s offices.

A few years ago, advertisers did not have many choices beyond posters and magazines found in waiting rooms.  Recently, however, many doctors’ offices, hospitals and nursing homes are moving towards digital advertising as a new way to communicate with their patients.  Both digital video ads and static digital ads allow advertisers to put their messages in thousands of doctor’s offices simultaneously.

Also becoming more popular is interactive touch screen advertising. These devices allow advertisers to reach a captive audience as well as provide patients with enjoyable entertainment and relevant information while they wait.

Grocery Store Advertising

Grocery stores were among the first retail establishments to recognize the benefits of digital signage. Digital advertising displays can now be found in grocery aisles, check out lines and various must-pass locations throughout the store. Advertisers also have the option to advertise using ad sticks, floor graphics, grocery carts, conveyor belts and a variety of additional options within grocery stores. These methods are great ways to turn an unpleasant task, such as waiting in line at a grocery store, into an entertaining and informative experience.

Rush Hour Advertising

Billboards have always been a great way to reach motorists. As advertisers are fighting to reach this captive audience, more creative ways to advertise during rush hour are gaining ground.  One of the early additions to travel media was aerial advertising, which was traditionally used to fly banners over beaches in the summertime and during high profile events (check out our previous blog: Tiger Drives Aerial Advertising Awareness At Masters). Aerial banners are now used to capture the attention of drivers and passengers during heavy traffic.

Another great way to gain the attention of motorists is through bus and transit advertising. Seeing as how this media is not overly new to the advertising world, advertisers are getting more and more creative with their messages and out-of-the-box production concepts.

Don’t forget about the passengers.  While waiting on the bus or transit between stops passengers are often bored and impatient, making them even more alert and receptive to messages that grab their attention. Advertisers attempt to spark this interest with unique messages on interior cards, interior posters, safety bar handles/grab handles.

Hopefully after reading this you decide waiting isn’t so bad after all.

–Dee Dee McGuire, Media Buying Assistant Intern, a local music lover with a strong appreciation for food.