People around the world are in a perpetual state of motion. That’s why transit advertising—the practice of reaching consumers on the move and stationary — has “been around as long as public transportation itself,” according to the New York Times. Over the years, this practice has risen and fallen in popularity with patterns in ridership. In 2020 and beyond; however, the practice has the potential to become a strategic competitive advantage for reaching people. There are a few reasons why:
- Gen Z and millennial cohorts have shown tendencies against purchasing cars. In cities such as San Francisco and New York, young adults rely on buses, trains, and ride-sharing to get from points A to B. Transit ads make it possible to reach younger people in an unconventional way.
- Transit advertising revenue goes directly into improving the quality of transportation in a region. It’s common for cities, train lines, and bus systems to offer formal programs to help brands reach consumers. These municipal agencies also have insight into ridership and demographic variables that may influence your campaign.
- Ads reaching consumers-in-transit are functional. Transit media branding in Kolkata has proven that if these ads are repeated, are attention-grabbing, have constant exposure, are effective, and are timely, you can reach people in an organic, impactful, and meaningful way.
The capabilities of transit advertising are evolving. For instance, you can create multimedia experiences, integrate your digital and non-digital campaigns, and even buy media online, But is it the right strategy for you, and how do you make the most out of your budget? The following tips will help you navigate these two essential questions.
Understand how transit ads fit into your overall growth program
Transit ads make logical sense. Consider Google’s timeless research around the concept of micro-moments—the idea that consumers expect an immediate, relevant, and frictionless experience when it comes to finding, doing, or buying something. Marketers need to be there to meet them in these moments.
With transit ads, you’re meeting consumers where they are, in a physical space. But how should your program tie into your other marketing initiatives?
Research from Nielson has also found that as a category, out-of-home is the most effective offline medium for driving online activity. As per the various OOH online activation Surveys, online activations including search, Facebook, Twitter, and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend Nielsen’s research.
Plan the experience from the audience’s perspective
At a minimum, your transit ad needs to be memorable—that means telling a clear and compelling story that connects with your audience. Your marketing message needs to reach the right audience at the right time in their buying journeys. This marketing mantra is timeless—and has been one of the most important principles of marketing since the beginning of marketing as a discipline.
Who says that transit ads as a means of outdoor promotion in Kolkata are tough to measure? All marketing is tough to measure, given the sheer number of interconnected touch points that it takes for a customer to get from A to B.
- Measure the lift in your website traffic by geography
- Integrate your analytics with Google Ad Words, to track how keyword costs-per-click are trending in your geography
- Run a social media brand lift study
- Use short codes or coupon codes to give your campaign a call-to-action
- Use geo-fenced mobile ads to measure engagement rates by area
- Run geo-targeted surveys to measure brand awareness
- Track movements to quantify and measure foot traffic near your ad
The more you measure, the more you can learn, optimize, and improve. You can bring the capabilities of a digital advertising experience to a physical space. Using data, you can build an integrated customer picture, to truly reach audiences on a human level.