In an era where consumers are constantly bombarded with digital and traditional ads, placed-based advertisement must go beyond visuals to make a lasting impact. Sensory marketing—integrating sight, sound, touch, taste, and smell—adds a multi-sensory dimension to advertising, creating more engaging and memorable brand experiences.
For marketing professionals looking to optimize placed-based advertisement, leveraging sensory marketing can lead to higher engagement, stronger brand recall, and deeper emotional connections with the target audience. This article explores how each sensory element plays a role in enhancing placed-based advertisement and offers best practices for implementation.
The Power of Sensory Marketing in Placed-Based Advertisement
Sensory marketing is the strategic use of human senses to create a stronger connection between the audience and the brand. While digital advertising largely relies on sight and sound, placed-based advertisement allows brands to tap into a full range of sensory stimuli, creating immersive brand experiences.
Here’s how each sense can be leveraged: 
1. Sight: Visual Impact in Placed-Based Advertisement
Visuals remain a primary driver of advertising success, but placed-based advertisement has unique opportunities to go beyond traditional print and digital formats.
High-Impact Digital Displays: Interactive LED screens, augmented reality (AR) billboards, and projection mapping captivate consumers in real-world environments.
Vibrant Color Psychology: Warm tones encourage excitement (ideal for food brands), while cool tones evoke trust (great for financial or healthcare advertising).
Dynamic Content Rotation: Using AI-driven placed-based advertisement solutions, brands can serve relevant visual content based on time, location, and audience demographics.
Example: A cosmetics brand uses AR mirrors in shopping malls to allow customers to see how different makeup products look on their faces before purchasing.
2. Sound: Enhancing Engagement with Audio Branding
Sound influences mood and perception, making it a powerful tool in placed-based advertisement.
Localized Audio Ads: In-store soundscapes and background music influence purchasing decisions. Studies show that upbeat music increases impulse buys, while slower tempos encourage longer browsing times.
Directional Audio Technology: Allows brands to project targeted sound in specific zones (e.g., a whispering campaign in subway stations where only people within a certain range hear the ad).
Branded Sonic Identities: Short audio signatures associated with brands (like the Netflix “ta-dum” sound) help reinforce brand recall.
Example: A coffee brand places interactive posters at bus stops that play the sound of coffee brewing when someone approaches, reinforcing a sensory craving.
3. Touch: Creating a Tactile Connection in Placed-Based Advertisement
Physical interaction increases emotional connection and brand recall, making tactile elements an essential part of effective placed-based advertisement.
Textured Print Ads: Raised textures or embossed designs make printed materials more engaging.
Smart Packaging: QR codes and NFC-enabled labels allow consumers to scan products for more information or interactive content.
Experiential Activations: Brands use touch-based installations, such as interactive vending machines that react to hand gestures, to create engagement.
Example: A skincare brand installs moisture-sensitive billboards where people can touch a surface to feel the texture of the advertised product.
4. Smell: Using Scent to Trigger Emotional Connections
Smell is the most powerful sense for memory recall, making it an underutilized but highly effective tool in placed-based advertisement.
Scented Billboards & Ads: Some brands infuse print ads or billboards with relevant scents (e.g., fresh leather for luxury car brands, coffee aroma for cafes).
Ambient Scent Marketing: Stores and transit hubs diffuse signature scents to evoke positive emotional responses.
Scent-Triggered Digital Ads: New technologies allow digital displays to emit smells when consumers interact with them.
Example: A bakery chain places scent-diffusing bus shelter ads that release the smell of fresh pastries at peak morning hours, enticing commuters.
5. Taste: A Limited but Powerful Advertising Tool
Taste is the most difficult sense to incorporate in placed-based advertisement, but when executed well, it creates unmatched engagement.
Sampling Campaigns: Pop-up tasting booths in high-traffic areas provide direct sensory interaction with the product.
Edible Advertising: QR codes printed on edible packaging that leads to digital coupons or special promotions.
Flavor-Integrated Packaging: Some brands use lickable or dissolvable film-based advertising for sampling new flavors.
Example: A beverage company installs interactive kiosks in shopping malls where customers can sample a new drink flavor by scanning a QR code and getting a free tasting cup.
Best Practices for Integrating Sensory Marketing into Placed-Based Advertisement
To maximize the impact of sensory marketing in placed-based advertisement, marketers should follow these best practices:
1. Align Sensory Elements with Brand Identity 
Luxury brands should use sophisticated scents and premium textures.
Tech brands benefit from clean, modern visuals and crisp audio branding.
Food and beverage brands should integrate taste and scent marketing.
2. Ensure Subtlety & Relevance
Overpowering scents or loud sounds can overwhelm consumers.
Keep the experience natural and seamlessly integrated into the environment.
3. Use Technology for Enhanced Engagement
AI-powered dynamic ads adjust sensory elements based on real-time data.
Augmented reality (AR) activations enhance visual and tactile interactions.
QR codes and NFC tags link sensory experiences to digital content.
4. Measure Impact and Optimize Campaigns
Use consumer surveys and real-time tracking tools to assess engagement levels.
Analyze foot traffic, interaction rates, and brand recall metrics.
Refine sensory elements based on data-driven insights.
