EVERY STREET IS PAVED WITH ADS: WHEN THE GROUND BECOMES THE BILLBOARD

When we think of advertising, we usually think of big billboards, neon signs, and digital LED screens. But in 2025, brands want us to look down.

The Growth of Floor Advertising

From being a guerrilla tactic to a standard marketing tool, floor advertising has evolved. In Jakarta, you might spot arrows painted on sidewalks guiding you to the nearest coffee shop. In London, you might come across QR codes embedded in sidewalks, leading to exclusive sneaker drops. These are not just signs, but a new way for brands to connect with their audience. Big companies are trying new things as well:

• McDonald's once turned crosswalks into French fries that pointed directly at their stores.

• Nike made running paths on the streets of Manila with motivational slogans for joggers.

• In Germany, the guerrilla agency Jung von Matt made interactive floor ads that used augmented reality when people looked at them through their phones.

Why It Works

The only reason floor advertising works is that it gets people to walk on it. People can't help but notice where they step. Also, the fact that they are new makes people more likely to take a picture and post it online. This idea is also connected to David Schwartz's book Every Street is Paved with Gold, which reminds us that there are opportunities all around us. For marketers, the real street is now gold, a place where they can tell stories.

Smart Pavements in the Future

By 2025, digital floor ads will be the norm. Imagine LED sidewalks that change based on the weather, like advertising umbrellas when it rains. Or AI-powered sidewalks that turn shopping into a game, leading people step by step to a brand's main store. The future of floor advertising is not just bright, but full of exciting possibilities. Our Fashion Marketing program at Raffles Jakarta teaches students to think outside the box and turn sidewalks, social media, and even virtual spaces into places to tell stories about brands.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References Schwartz, K. D. (1996). Every street is paved with gold: The road to real success. Open Court.Business Insider. (2024, April 16). The rise of unconventional advertising in urban spaces. https://www.businessinsider.com/Statista. (2024). Global outdoor advertising revenue 2019–2025. https://www.statista.com/