Are you hoping to bypass overcrowded channels and engage your audience at the perfect moment? If your answer is yes, you may want to learn about Point-of-Need paid advertising opportunities.<\/p>\n\n
<\/a><\/p>\n Too many advertisers stick to the basics \u2014 they pour money into Google keywords, Facebook ads, maybe even a few billboards or podcast spots.<\/p>\n But here\u2019s the problem: these channels are overcrowded, and the competition is fierce. Ultimately, you end up paying top dollar for less impact, and the returns are dwindling.<\/p>\n If you\u2019re ready to set yourself further away from the competition and tap into advertising channels where your audience is actually engaged, it\u2019s time to rethink your approach. As Kieran and I discuss in a recent episode of Marketing Against the Grain<\/a>, one high-impact way to do that is Point-of-Need advertising.<\/p>\n In this post, we dig into exactly what Point-of-Need advertising is and how you can use it to cut through the advertising noise and capture your audience\u2019s attention when it matters most.<\/p>\n I\u2019ll be honest: Point-of-Need (PoN) advertising is a term I made up. But it\u2019s a potent, actionable strategy that Kieran and I frequently use to maximize our ad spend.<\/p>\n Point-of-Need (PoN) advertising is a tactic that targets your audience at the exact<\/em> moment they\u2019re most engaged and in need of something \u2014 like getting online during a flight, waiting for a taxi ride, or while watching their favorite show.<\/p>\n Especially when traditional ads are becoming increasingly ignored or skipped over, PoN advertising hits when your audience is already laser-focused. So instead of fighting for attention in crowded channels, you\u2019re placing your brand in front of people when they\u2019re most receptive and primed to pay close attention.<\/p>\n This boosts engagement and increases the chances that your message will stick and drive real results.<\/p>\n Not sure how to get started with PoN advertising? Kieran and I have you covered.<\/p>\n Learn how to reshape your marketing plans with these three, high-impact approaches, along with resources from HubSpot\u2019s Free Advertising Plan Kit<\/a>.<\/p>\n Let\u2019s dive in!<\/p>\n One of the most effective PoN advertising opportunities is WiFi sponsorships in transportation<\/strong>, like in airports or on trains. In fact, one of HubSpot\u2019s most successful ad campaigns for both brand awareness<\/a> and conversion came from testing WiFi ads on airplanes.<\/p>\n We hypothesized that this type of advertising would hit people when and where they\u2019re more attentive \u2014 and we were right.<\/p>\n Think about it: when people are on a plane, train, or subway, they\u2019re stuck. They can\u2019t leave, they\u2019re looking for something to do, and most importantly, they want to get online.<\/p>\n If the \u2018price\u2019 of WiFi is watching a short ad, they\u2019re going to watch it until they get access to what they wanted in the first place \u2014 and that\u2019s what makes this such a powerful PoN moment.<\/p>\n Another untapped PoN opportunity is in-app ads on gig marketplace platforms <\/strong>like Lyft or DoorDash. These are moments when users are waiting for a time-dependent service \u2014 a ride, a delivery \u2014 and they\u2019re again actively engaged with the app, waiting for a status update.<\/p>\n Take a look at the customer experience<\/a> when using Uber, for example. When you open the app to call a ride, you\u2019re immediately locked into the experience \u2014 checking the driver\u2019s location, ETA, car description, and other details.<\/p>\n Suddenly, an app that was built for transportation transforms into a robust advertising platform. Yet again, this is because users are completely glued to their screens, willingly giving you their undivided attention, until they get the service they originally ordered.<\/p>\nWhat is Point-of-Need advertising and why does it matter?<\/h2>\n
3 Ways to Incorporate Point-of-Need Advertising Opportunities<\/h2>\n
1. WiFi Sponsorships<\/h3>\n
2. Gig Marketplaces<\/h3>\n
3. Free or Low-Cost Streaming Services<\/h3>\n