5 Reasons To Consider Transit Advertising

With the world returning to a state of normalcy following the COVID-19 pandemic, people are back on the move. Whether for work, school, or tourism, transit advertising offers marketers the perfect opportunity to reach an audience of all ages, backgrounds, and incomes. Transit advertising, a form of out-of-home (OOH) advertising, is the placement of ads within transportation systems such as buses, trains, airports, subways, and cabs and their respective precincts (bus stops, subway entries, fuel stations, and more).  

These unskippable ads successfully drive sales and increase brand awareness because they move with your consumers. They accompany commuters to and from work, follow students on and off-campus, and guide tourists visiting the city. It's no wonder marketers are jumping on the transit advertising wave, as these ads capture people at a frequency, cost, and location unparalleled by any other medium.

We have compiled 5 reasons why you should consider incorporating transit advertising into your marketing strategy. If you have questions about whether this medium is right for your brand, contact the media specialists at Alpha Tango Media today.

Photo by Elena Saharova, courtesy of Pexels: https://www.pexels.com/photo/metro-station-with-passengers-on-platform-5098043/

Influence 

Many shoppers get to malls and stores via mass transit. These passengers have already decided that they are going to be making a few purchases – so convincing them to buy your product has just been made easier. Essentially, instead of convincing an audience that a need must be filled through making a purchase, you will only need to convince them that your product is better than the competition and should be the option they choose. This cuts the sales process in half. 

On top of reaching people in the correct mindset, placing your ad in front of these passengers can influence or remind them to pursue your product at their destination. If your ad made a positive impression and is fresh in consumers' minds, they will likely choose your product over others when buying. 

Additionally, ads can be strategically placed along specific routes to target shoppers. This is not only getting (and keeping) your ad in front of purchase-driven passengers, but it makes your message timely and appropriate to draw consumer attention. 

Cost 

Transit advertising is one of the least expensive approaches compared to other methods. Additionally, transit ads offer a higher ROI than television, radio, and newspapers. This is largely due to the method's ability to reach a broad audience, lowering advertising cost per consumer greatly. On top of this, advertisers can enjoy a lower CPM (cost per thousand) with transit ads. In fact, many researchers find that advertising on buses is one of the least costly of all researched media formats. 

Of course, prices will vary depending on which city you are advertising within, and the method you ultimately choose. 

Photo by Rishiraj Parmar, courtesy of Pexels: https://www.pexels.com/photo/people-in-train-2706436/

Exposure Time 

One of the most significant benefits of transit advertising is the long exposure time. According to a study done by Governing, the average ride on public transportation lasts about 45 minutes. Travelers are subject to your ad for the entirety of their journey, often reading and re-reading the cards multiple times until they reach their destination. As with airline passengers, the audience is essentially a captive one for the entire duration of the flight. Wi-Fi is limited, meaning that riders literally have nowhere else to go and nothing much to do.  

A captive audience mixed with a long exposure time is the perfect recipe for raised brand awareness and increased recall.  

Creative Expression 

Because each transportation system is unique, great flexibility in terms of size, location, and expression is offered to advertisers. Not only can the vehicles be artistically adorned, but their respective precincts (gates, bus stops, metro stations, etc.) can also be creatively transformed. For example, wrapping an entire bus or metro stop with your messaging can be an eye-catching, innovative way to engage and communicate with your audience.  

Advertisers are no longer limited to posters or magazine ads; new technology has allowed advertisers to explore different channels within OOH advertising to make immersive, digital design possible. The opportunities to advertise within are endless and ever changing. 

Frequency 

Image by Rudy and Peter Skitterians, courtesy of Pixbay: https://pixabay.com/photos/airport-business-gate-people-3154737/

Because our daily routines and commutes have become so standardized, those who use public transit to get around see your ad repeatedly, and at fixed times. If someone rides the same transit line to and from work every day, there is potential for them to see your ad up to 40 times a month. This number does not consider the times they may use a line outside of work, meaning it is likely even higher. Not to mention, even if commuters are not taking the same route, precinct or shelter signs can catch the eye of anyone entering the station, regardless of which line they get on. The more times someone is exposed to an ad, the more likely they become to act or make a purchase. 

How To Get Started with Transit Advertising  

Transit advertising is an excellent means to reach a wide audience in a cost-effective way. Offering a higher ROI than most traditional media outlets with a lower CPM, advertisers on a budget can still reap the benefits of this highly effective medium. Because travelers are essentially a captive audience for the duration of their ride, your ads are offered uninterrupted exposure time for extended periods. Not to mention, those who use transportation lines daily may be subject to your ad hundreds of times throughout the course of a campaign. Transit ads catch consumers when they are in the right mindset to make a purchase, which cuts the sales process in half. Because of advancements in technology, the opportunities to get creative with transit advertising are endless. 

If you have questions about transit advertising or are interested in creating and launching a targeted campaign, reach out to our media specialists at Alpha Tango Media today to get started.