Digital signage is enhancing many industry sectors and business but now it seems it is being used to benefit editorial advertising…in bathrooms.

Ads in toilets are nothing new; most advertising appears above the toilet or on the back of the door when you walk into the cubicle.

However, a fresh new marketing tool is being developed which features the promotion in the bathroom mirrors using digital signage.

The company Mirrus, in Huntersville, North Carolina, America are finalising the analysis of its’ mirror-based digital advertising platform in restrooms.

They will feature in Chicago’s O’Hare International Airport, following successful installs in sporting venues around the country.

In the Mirrus Digital Advertising Mirror and the Mirror Image Digital Network, toilet mirrors display digital advertising until the system’s sensors detect someone approaching the mirror, which causes the ad to shrink into the corner of the mirror.

Consumers are then free to look the mirror without obstruction while washing their hands or if they want to, continue viewing the ad in the corner of the mirror.

Mirrus is testing the effectiveness of the advertising proposal, using consumer questionnaires and surveys to measure its efficiency and rates of performance alongside global media research agency Millward Brown.

Big-name brands like Microsoft, Geico, Zappos.com, Unilever, SC Johnson and Coca-Cola are participating in the final round of study.

The digital ad mirrors are currently installed in college football stadiums in North Carolina, Virginia and Georgia, as well as in Dallas’ American Airlines Center.

The company hopes to install the kiosks

in dressing rooms and at the point-of-purchase in the near future.

John Moyer, Executive Vice President of Airport Development and Relations for Clear Channel Airports, said: “It is something that is attractive, is kind of fun and interactive to a degree, and just makes the experience of moving through one of these facilities ever so slightly more entertaining and cutting edge, elevating airports as a media to be a bit cooler, for lack of a better word.”

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