Wait marketing is to take advantage of the consumers waiting time to submit advertisement and marketing messages. This term was popularized by the Diana Cherval’s eponymous book.
It has two advantages. On the one hand, spaces are still often underutilized and therefore affordable. On the other hand, and this is the main advantage, the waiting position maximizes the perception and memorization of the message.
Supports of wait marketing are essentially posters and screens placed in various waiting areas (medical cabinets, airports, post offices, etc.) or above the hypermarket cash desks to target queues.
An example of an in-store digital screen network using the capabilities of wait marketing: