Poster sites in your local pub loo are set to offer advertisers yet another option for their wares. Indoor Media Solutions is a new company which has created sites in public-house "washrooms" in Dublin and Wicklow, so far advertising the Examiner newspaper.

The idea is that IMS leases some space from a publican, goes in search of advertisers, and manages the space - ensuring posters are always there, and in good condition. According to their promotional literature, such advertising is already well established in Britain, where the Labour Party used it in more than 3,000 pubs and clubs during last year's general election campaign, with a poster reading:

"Now wash your hands of the Tories."

Again, this can work nicely with the direct-marketing approach. Certain types of people drink in certain pubs - which narrows down your consumer base nicely - and men and women go about their business in separate facilities, giving the advertiser the opportunity to make the whole campaign sex-specific.

On top of that, you're not likely to be swivelling the head around in too many directions while you're busy. Apparently, an ad above a urinal will be about two feet from the customer's nose and receive approximately 20 seconds of exposure. According to a London based agency which uses this medium, 79 per cent of pub customers visit the toilet once, and 17 per cent four times or more. They also surmise that, if an average 800 customers visit a pub in a week, it creates 1,500 opportunities to see - but you'd probably want those customers getting in reasonably early in the evening, or no matter how brilliant the poster, messages might have to be located down the bottom of the loo, and average exposure is more likely to be a very disorientated two seconds, prior to impact.