How to create advertisements that will not be irritating to passengers?
Almost a billion passengers use public transport in Warsaw in one year! This huge number of people means that advertisers can reach a wide audience. Advertisements in public transport (buses, trams) can make the time more pleasant for passengers traveling to or from work – especially if conditions do not allow reading books or using the telephone. However, for advertising to translate into sales, it must be pleasant to read. In this article, we will tell you what, according to our advertising agency dealing with DOOH advertising in public transport, you should do to ensure that the advertising is not irritating to passengers.
What irritates passengers in advertisements?
Advertising effectiveness is determined by conversions. The greater the sales after an advertising campaign, the greater its success. However, there are fundamental errors that make advertising ineffective and even irritating for passengers.
To make it easier for you to prepare an advertising campaign in public transport vehicles, we have prepared a list of mistakes that will help you avoid creating annoying advertising.
Poor readability
Even though a bus or tram journey lasts at least a few minutes, the time to read the advertisement is not unlimited. Therefore, advertising must be clearly visible. Using too small a font or strong, contrasting colors makes it difficult to read the content of the advertisement, which ultimately has no effect. The passenger will sooner give up reading its content than try to force himself to read what is written.
Unsightly design
Advertising on buses should be well-designed graphically. If it consists of unsightly elements, it will become repulsive. So instead of encouraging people to take advantage of your offer, it will negatively affect the image of your company. Passengers will associate advertising with the quality of your services. Poor advertising = poor services. And although this is probably not the case, advertising a company in public transport is like a book from the saying – judge it by its cover.
OUR PROJECTS
As an agency, we are fully aware of the importance of creating an aesthetically pleasing and attention-grabbing design, especially when it comes to advertising on buses and trams. Therefore, we work closely with our clients to create not only visually attractive but also effective advertising campaigns that are tailored to the specifics of the media used. We place great emphasis on refining every detail so that our clients’ advertisements are perceived positively by the audience and contribute to building a positive image of our clients. Together, we create projects that not only attract attention but are also coherent with the values and marketing goals of our clients, which in turn translates into the success of their campaigns.
Display time too long/short
Even though the passenger has time to read the advertisement during the trip, the display time is not without significance. An advertisement that is too long may be boring, while an advertisement that is too short will make it difficult to read the full content.
It should also be mentioned here that it is very important to adjust the amount of content (contained in the ad) to the display time. If the ad is displayed for a few seconds, that should be enough time to read everything. Otherwise, the passenger will be irritated that he has to wait for the ad to be displayed again to read to the end.
Too frequent views
As a customer, you can influence how often your ad is displayed. Remember that too much of anything is unhealthy. If you don’t want your passengers to treat you like you’re jumping out of their fridge, let them breathe before you reappear on the screen.
Advertisement about nothing
Advertising must be well thought out. Not only visually, but also conceptually. Bad jokes, too much controversy or lack of ideas damage the image of advertising. Remember – to advertise, you need to know what your goal is. Advertising just because others are doing it won’t make your campaign successful. It must have a goal: sales or brand recognition. Without it, it will be a meaningless moving picture.
How to order advertising on buses?
If you want to start broadcasting your advertisement in public transport vehicles, please contact our agency. We have many years of experience in implementing advertising on displays in buses and trams. We will help you create a campaign from A to Z. We will adapt your project or create it from scratch. By working with us, you can be sure that your advertisement will stand out from others and will be eagerly viewed by passengers.
