As well as the traditional ads everyone has come to know and love, the rise of ad creep means we might also see ads on receipts, on jerseys, on foreheads, on the upper thigh region and pretty much anywhere else humans may look. But is it going too far when advertisers follows us into the bathroom? Captive Media doesn’t think so.
Ads in toilets certainly aren’t new, but digital screens have added a new dimension and they have so far been installed in Dux Central and the Speights Ale House in Christchurch and Little Easy in Auckland to entertain and advertise to male consumers enjoying a night out (it claims it has a captive audience for 60 seconds, although most mammals take 21 seconds to empty their bladders, no matter their size).
The screens allow standard display ads, but movement on screen can also be controlled with the aim of the user’s stream, which means sponsored games can be played, as well as promotional quizzes and polls (as far as the hygiene factor goes, thankfully they’re not touch screens, although you do have to wonder about the mess from errant urinators).
The seven screens between the venues add up to 7,000 views per week, according to Crowd Shot Promotions, which is responsible for bringing the screens to New Zealand (it is advertising on LinkedIn with the phrase ‘engage men while they pee’).
While they have yet to have any clients use the platform here, the screens have already been used in nightclubs across the UK to promote Guinness, Jagermeister, Corona, as well as responsible drinking and the Anthony Nolan register (a donor service for blood disorders).
This isn’t the first time the urinal has become a target for interactive advertising. In 2012, Billboard magazine installed an amp and some strings into a urinal so users could make music with their pee. The peeing performer could then download their toilet tune.
And here are a few other examples of toilet-related advertising.