Parking Advertisements in Saudi Arabia: Do They Really Succeed?
Has it ever caught your attention while walking through one of the major malls in the Kingdom of Saudi Arabia—a luxury car standing in the middle of the parking area, surrounded by lighting, soft music playing, and people taking pictures next to it as if it were a movie star? At that moment, you probably weren’t intending to buy a car, but the scene grabs your attention. This is what is called parking advertisements.
This type of advertising has become an essential part of any smart marketing campaign, especially in Saudi Arabia. It exploits moments of congestion, people’s attention, and their mental downtime to deliver the message without them even realizing it. And speaking of this type of advertising, executed with professionalism and high quality, we must mention specialized companies like Al-Omari Advertising, which offer distinguished and innovative solutions for parking lot and mall advertisements, helping brands appear in a way that attracts attention.
In this article, we will cover everything related to parking advertisements in Saudi Arabia: their types, impact, cost, and whether they have a future. So, keep reading.
What Are Parking Advertisements? And How Did They Become a Smart Marketing Game?
When you go to any large mall or a garage attached to a mall or hotel, you will always find a car standing in the middle of the parking area, surrounded by strong lighting and a sign displaying the company name, model, and price. This is known as parking advertisements. This type of advertising differs from traditional advertisements we see on the streets or watch on television.
Here, the advertisement doesn’t come to you; you encounter it on your way out of the parking garage. You see the ad in front of you without planning to see it. Your mind starts registering it in your memory subconsciously. This type of advertising relies on the principle of the right moment and the right place. The ad reaches people while they are in a relaxed mood—strolling through the mall or waiting for someone in the garage. They have time to watch and notice the details.
One of the advantages of parking advertisements is that they combine the element of surprise and visual appeal. This makes them stick in people’s minds more than an ad on a street where people are walking quickly. Therefore, companies see this type of advertising not just as an attractive display, but one that achieves real results. It makes people ask, search, think, and make a purchase decision, making parking advertisements a very smart and effective marketing tool in this era.
Why Do Companies Prefer Displaying Car Advertisements Inside Malls or in Parking Areas?
Companies don’t spend millions without purpose. So, if you see a luxury car inside a mall or in a garage belonging to a company, know that they did it based on well-studied calculations. This is because places like malls and parking areas attract a huge number of people daily. This means the advertisement will be seen by a large audience without the company having to search for them—they come to it. This is known in marketing as direct access to a diverse audience.
Companies also prefer this type of advertising because it creates a sense of luxury and awe around the product. The car isn’t just an ad; it becomes an integral part of the location’s decor and the experience people are having inside the mall. This enhances the brand’s image in their minds. Competition has also become extremely fierce, and every company is striving hard to stand out and leave a mark. Therefore, parking advertisements are considered a smart and effective way to grab attention amidst the congestion.
Types of Parking Advertisements
When we mention parking advertisements, the first thing that comes to mind is a huge, shiny car standing in the middle of the mall. But in reality, this type of advertising has multiple forms, and each type has its own goal and way of influencing people. These types are as follows:
Displaying the Cars Themselves: This is the most common type. It’s displayed in a prominent location like the mall entrance or garage, surrounded by attention-grabbing lighting and a sign listing specifications and available offers. This gives people the chance to see the car in person, touch it, take pictures next to it, and feel it’s within their reach.
Signs and Banners Around Parking Areas: In some garages, large signs are placed on walls or pillars, featuring pictures of cars or financing offers. They are located along traffic paths, meaning you’ll see them whether you’re driving or parked, automatically catching your attention unintentionally.
Advertisements Printed on the Ground: Some companies have started using floors as advertising space. When you enter or leave the parking area, you might find a large drawing of a car on the ground, or an arrow pointing towards the display.
LED Screens Inside the Parking Area: Some modern places use LED screens to display car advertisements, promotional videos, or even augmented reality (AR), making you imagine the car moving. This grabs attention and fixes it in your mind.
Advertisements Placed on the Cars Themselves: Some companies place stickers or ads on employees’ cars or dealership cars, turning every car in the parking area into a mobile advertising medium. The car parked in front of you could be an advertising tool without you realizing it.
Audio Advertisements (Rare but Present): Sometimes, you might hear an audio advertisement playing in the background, informing people about car offers or inviting them to visit the showroom set up inside the mall.
All these types are used intelligently to deliver information to people while they are in a place where they don’t expect to see an ad. This is what makes them stick in the mind more than any other advertisement.
The Difference Between Roadside Ads and Parking Advertisements
Is an ad just an ad? Of course not. The ad you see on the road is different from the one you encounter when entering or leaving a mall or garage. The difference isn’t just in location, but in the way the ad reaches your brain and emotions. Here are the key differences between roadside ads and parking advertisements:
Roadside Advertisement (Out-of-Home – OOH): These are called “out-of-home” ads, like giant billboards on bridges and highways. They aim to deliver a quick message. Why? Because people on roads are walking or driving, so there’s no time for details. The ad must be simple, consisting of a strong image and a word or two that sticks in the mind. However, the problem arises because people on the road are busy; their focus is entirely on driving or traffic congestion, so they might not notice the ad.
Parking Lot or Mall Advertisement: The situation is completely different in parking lot or mall advertisements. This is because people aren’t in a hurry; they are going to the mall for leisure, shopping, or to enjoy their time. This allows them to look around, notice details, see the displayed car, or read the text on the sign. Lighting and music also play an important role in making them receive the ad while in a calm and cheerful mood. The impact is much stronger.
How Do Parking Advertisements Influence Purchase Decisions?
Has it ever happened to you that you passed by a car displayed in a mall and later found yourself searching for it on Google hours later? This is exactly what happens to thousands of people. This ad isn’t a coincidence; it’s a smart method companies use to influence your thinking and make you consider buying, even if you didn’t intend to. Through the following points, we’ll understand the reasons that make this type of advertising have such an impact and create a purchase decision that didn’t exist before:
- Memorability: These ads stick in your mind due to the frequency of seeing them inside the mall.
- Experience Visualization: The ad doesn’t just introduce the product; it makes you imagine living the complete experience. It makes you feel like you’re driving the car, creating a psychological connection.
- Perceived Value: The location gives the product value. When the car is in a luxurious place like a large mall, you automatically associate the product with luxury, even if its price is high.
- Creating Desire: These ads sometimes create a desire to buy. When some people see the offer in front of them, the idea is automatically planted in their minds.
- Psychological Impact: The ad makes you feel the need for the product, even if you weren’t thinking about it before.
Are Parking Advertisements Expensive?
Yes, parking advertisements are not cheap at all. However, companies spend huge amounts on them, fully aware of what’s required. This is because this type of advertising has a strong and direct impact on people’s decisions and achieves higher results than traditional advertisements.
Will Parking Advertisements Continue in the Future or Will They Disappear?
Many people wonder: “Will parking advertisements disappear? Or do they have a real future in marketing cars and other products?” The answer is simple: Parking advertisements won’t disappear because they are a smart marketing method that evolves day by day.
We’ll explain more why this type of advertising has a future. Here are the most important reasons:
- Shift Towards Interactive Ads: The market itself is shifting towards advertisements that people interact with, not just an ad that ends there. This is exactly what parking advertisements do.
- Multi-Sensory Engagement: This type of advertising makes people watch, touch, ask questions, and interact. This creates a stronger connection to the product compared to traditional ads.
- Technological Integration: Companies have started adding QR codes next to cars, or interactive screens to display specifications or book a test drive.
- Proven Effectiveness: Studies have proven that interactive content influences people more and makes them actually engage.
- Advanced Technology Adoption: The entry of powerful technologies like Augmented Reality (AR) and Virtual Reality (VR), which allow the buyer to experience the product while standing in front of it in the mall.
Conclusion
In conclusion, we can say that parking advertisements are not just a car next to the mall entrance. They are a smart advertising method characterized by calmness, focus, and impression. They address the customer in a moment of relaxation and mental readiness. Companies that can place their product in the right place and in the right way, like Al-Omari Advertising, are the ones that win people’s trust. Whether you are a business owner or intend to advertise your product, don’t forget that parking advertisements have become one of the strongest marketing tools in the Kingdom of Saudi Arabia. If you can execute them properly, they will make a significant difference in your results.
