Bathroom Advertising Displays

Public bathrooms have become a major target of mainstream marketers and their advertising media buyers. 75% of restaurant patrons utilize the restroom, and the average bar patron visits the restroom three times, and this is most certainly a “captive audience” (cue rimshot).

Reading is quite commonplace within the confines of a bathroom, and those polled even appreciate something to view. Adding to bathroom advertising’s effectiveness is that the audience is “pre-qualified” by the activities in which they participate. For example, travelers, bar and restaurant patrons, sports fans, etc. have discretionary income that the advertisers are looking for.

“If you went to the restroom three times, you’d read it again and again. Not only can indoor billboards reach a very discerning customer, but they’ve got that customer’s undivided attention.”

- Inc.

Bathroom Advertising Methods

The traditional forms of bathroom advertising included placing billboards and posters in toilet stalls, above urinals, and sinks. The advertising then moved to urinal mats and condom wrappers. Now, outdoor advertising companies are moving to multimedia presentations of sound and video, and are utilizing new techniques to break through the competition for our attention and the inevitable ad-blindedness that occurs as markets mature. There are even marketing companies which specialize in prowling the men’s and ladies rooms of America looking for prime advertising real estate for their clients. While the advertising spend in the United States is still relatively small in comparison with other marketing mediums substantial growth is projected.

“The ads reach the audience most coveted by advertisers: 21-35 year olds who like to go out and spend money. Restroom ads also allow companies to target a gender with 100% accuracy.”

- Fortune

Clever Bathroom Advertising Examples

• Saatchi & Saatchi (Sao Paulo) for Natan Jewelry Shop produced an unusual ambient campaign by placing a clear decal with the picture of an exquisite women’s necklace rougly neck-high on a women’s bathroom mirror. This enabled the woman to stand at the sink and “try it on.”
• The “pee on Playstation” game
• A new ABC-TV campaign speaks to men through the urinal, telling jokes like: “Oh my God, look at the size of that thing!’’ and “Hey, watch your shoes!”
• A recent men’s room campaign for Kozmo advises, “That Girl’s a bitch. Why don’t you go home and rent a movie?”

“Now Madison Avenue had invaded the restroom. It’s surprising nobody has thought of this before.”

- Newsweek

Cost of Bathroom Advertising

Averages around $1.13 CPM (USD)
Print avg. $2-7 CPM
Radio avg. $8-13 CPM
Television avg. $10-44 CPM
CPM = cost per 1000 impressions, or viewings

“Restroom advertising is naturally an efficient medium for targeting strictly male or female audiences.”

- Adweek

Negative Opinions regarding Bathroom Advertising

• Vandalism - may be more prevalent in public restrooms, and there may be hidden costs of replacing damaged campaigns or of distractions from the intended message due to grafitti.
• Negative opinions - of course some see the marketing as intrusive. There is no shortage of “rant” blog postings against bathroom advertising.