Pros and cons of transit advertising

Category: Transit Advertising

Estimated time: 30 minutes

OVERVIEW & PURPOSE

In this day and age, businesses have to come up with new and unique ways of marketing their products and services in order to stay competitive.  Transit advertising is one of the most cost effective medium that a brand can utilize. 

Many people do not know that there are a wide variety of transit ad types. From vehicles that have stickers around them such as stickers on the rear windshield of a taxi, to top ads the on roof of a van or tricycle circling the city, this mode of advertising can be widely seen in the streets and has the potential to reach places like schools, office, parks, marketplaces, and transport terminals or even hospitals.

RATIONALE

Transit advertising can reach more consumers, more locations and more foot traffic compared to static signage or billboards. The advantage of transit advertising is that it can lead to high customer brand recall. Planning an effective transit advertisement can pay off because transit is only medium in which consumers will come in contact with your product on the go.

By the end of this module, you will be able to:

  • Understand the advantages of transit advertising
  • Analyze and overcome the disadvantages of transit advertising

TOPICS/IDEAS COVERED

  • Types of of transit advertising
  • Advantages and disadvantages of transit advertising

LEARNING OBJECTIVE 1

Understand the advantages of transit advertising

KEY TEACHING POINTS:

Advantages of Transit Advertising

Frequency

People the public transportation or to the public transportation areas on a daily basis. If people travel the same route to work and back every day, then in one month you would have the opportunity to show them the ad 20 to 40 times. The location of stations and shelter sides can also afford high frequency of exposure. The more your advertisement is seen, the more consumers will remember your message, simple as that!

Cost

New technology has allowed advertisers to explore with different channels within transit

advertising. These channels include digital advertising on plasma or LCD screens,

interactive advertisements. Transit advertising is considered to be one of the less expensive

media in terms of absolute and relative cost. For example, an ad on the sides of bus or taxis can be purchased for a reasonable CPM.

Long Length Exposure

Transit advertisements are eye catching and designed in a unique way that captures audience

attention. The average ride on mass transit is 45 minutes, allowing for plenty of exposure time. Advertising expenditure in the outdoor media market, such as billboards and transit advertising, is set witness 15 percent growth year on year. That is because it has a long length exposure and maximum reach.

Geographic Selectivity

Transit advertising allows you to geographically target the audience. Especially for the local advertiser, transit advertising provides an opportunity to reach maximum people in precisely selected segment of population. Purchase of a location in the nearer train, bus, in certain neighborhood or any other public transportation platforms will lead to exposure to people of specific backgrounds and characteristics.

Timeliness

Unlike radio stations, the transit advertisements requires no specific slot of time to grab the audience’s attention. As the advertisements are 24/7 displayed there which can be easily seen by the public at any time. An advertisement that promotes a product or service at particular shopping area could be a very timely example.

ACTIVITY

Would transit advertising work for advertising a property insurance product? Where would you place it?

LEARNING OBJECTIVE 2

Analyze and overcome the disadvantages of transit advertising

KEY TEACHING POINTS

Disadvantages

Copy & Creative Limitations

It is very difficult to craft a creative copy for transit advertising. As the ads are huge and has to be displayed on a wider scale. The copy you want to provide for buses and taxis has to be attractive, short, colorful yet simple and eye catching. But here advertisers miss the perk of long messages and detailing as the message has to be conveyed in crisp and clear way.

Wasted Coverage

It is not necessary that the exposure of the transit advertisements to every person would lead to be useful, because not all the people who can see your ad is a potential customer.

The products that do not possess specific geographic segments suffers good deal of waste coverage. Another issue to consider is that not all the public transportation like buses and taxis run on the same route every day.

Oversaturation & Distraction

Often advertisers make this mistake of displaying the same ad to the same public for a long period of time especially with moving transit ads. This may cause the audience to ignore your advertisement. 

Mood of the Audience

The huge ads displayed at the places can directly affect the mood of audience. If the ad message is controversial then it may contribute towards creating a negative perception in their minds. Sometimes when people are rushing late to catch public transportation, your ads may be simply ignored as stressed out commuters rush on by.

ACTIVITY

What other factors can you think of that can impact your transit ads in a negative way?  List down as many factors as you can think of. 

EVALUATION

For all the factors you listed as well as those stated above in this module, come up with three strategies each to overcome these transit advertising challenges. Explain why you think these strategies will work. 

FURTHER READING

8 Pros and Cons of Outdoor Advertising

https://adlabnow.wordpress.com/2015/12/16/transit-advertising- the-pros- and-cons-kidapawan-city/amp/