How to create an effective bus advertisement
If you want to reach millions of customers through out-of-home advertising, consider implementing a transit advertising campaign. This form allows for significant reach due to its mobility compared to other forms of out-of-home advertising. Additionally, you can enhance its success by leveraging passenger data. But how can you do that?
Where are your customers? In public transportation!
Public transportation, commonly referred to as “the bus” in colloquial language, can gather all target groups for any industry. So there is a high chance that you will reach people who are actually interested in the products or services presented in the advertisement. But you can do even better. How? Through precise analysis of public transportation passengers.
To do this, first, consider who your target group is. Are they students commuting to the university campus every day? Or perhaps they are parents of young children dropping their little ones off at daycare centers and schools? Once you have identified your target group, you can proceed to the next step, which is determining the route on which buses or trams operate, where the advertisement will be implemented.
Good morning, I want an advertisement on a bus;-)!
Let’s discuss this with an example.
You are planning an advertising campaign for a travel agency. Your main goal is to build brand awareness and remind customers of the existence of your travel agency. You know that your target group consists of tourists and travel enthusiasts. Where should you look for them then? Near airports and train stations, as that’s where most travelers are. So now you need to commission an agency to find a bus route that will transport passengers directly to the train station and airport. In the capital city, this is line 175, which directly connects Central Station and Chopin Airport. This way, you directly reach your target group, and additionally, because this bus travels halfway across the city, your advertisement is also visible in other places. However, matching the line increases interest in the advertisement. This is a phenomenon known in psychology, that we pay attention to things that interest us.
In June 2023, the Office of Competition and Consumer Protection (UOKiK) aired an educational campaign on buses going to the airport and train station regarding passenger rights. As a result, they recorded significantly more visits to the website, and thus were able to help more passengers.
If you don’t know how to specify passenger data, you can commission the agency responsible for the advertising campaign to do so.
Benefits of knowing about passengers
You already know how to select a target group and how to determine how they move. But do you know what benefits this brings?
- direct access to the target group,
- well-utilized advertising budget,
- higher conversion rates from ads (website visits, social media platforms, increased sales),
- better brand image (advertising is locationally targeted, making it less intrusive),
- less stress associated with the campaign.
Where to order transit advertising?
It’s time for the final step, which is implementing the campaign. If you’re unsure how to do it, you can contact our agency. Be Media has been successfully implementing transit advertisements in many Polish cities for many years. Our experience allows us to perfectly tailor advertising to public transportation.
We offer the implementation of City Transport advertising on the exterior of buses and trams, on LCD screens located inside them, as well as in subways and PKP trains. A dedicated supervisor will help you determine measurable advertising effects and ensure smooth implementation. For more details, please contact us at office@be-media.com.pl.