Transit advertising (inside and outside of vehicles) has grown rapidly over the past few years. Initially, it was compared with outdoor advertising, but in the process of launching advertising projects, it became clear that this is a separate type of advertising with its own characteristics.
The concept and features of advertising on transport
The fundamental difference between transit and outdoor advertising is in the position of the layout. In the first case, the carrier of the advertising message is in motion, in the second case it is static.
This difference greatly affects the perception of advertising information, creating problems in cases where the consumer needs to read small text on the layout. Moving transport does not always allow you to understand the essence of the message.
Features of transit advertising are as follows:
- brightness and visibility;
- price affordability;
- short but repetitive exposure;
- efficiency with a long placement period;
- message brevity;
- creates street visual "noise" at highquantity;
- limited time of the message carrier on the route (scheduled maintenance, breakdowns, breaks, etc.).
The large-scale distribution of outdoor advertising has led to the signing of local laws to ban outdoor billboards in some areas. First of all, it concerns the historical centers of large cities, which contain the most desirable target audience for advertisers. Urban beautification programs create problems for businesses to attract customers. The current situation gave impetus to the development of alternative promotion channels, primarily advertising on transport.
When launching advertising on transport, experts advise taking into account such a feature that at the initial stage the advertiser bears the cost not only for renting the surface of the vehicle, but also for applying advertising material. For this reason, the standard period of placement on transport is considered to be 6 months. You can negotiate a shorter period with the transit advertising agency, but the cost of attracting a client in this case increases greatly, reducing the effectiveness of promotion.
Seasonality of transport
The next difference between advertising on transport, primarily external placement, is the seasonality of use. When launching transit advertising, it is necessary to take into account the nuances of weather conditions in the region so that the vehicle is not covered with a layer of dirt. Advertising sellers promise to constantly monitor the appearance of transport, to regularly clean it from pollution. Most agencies faithfully carry out theirpromises, but in the season of constant rains and prolonged snowfall, all efforts do not give the desired result.
Types of advertising on transport
The types of transit advertising are distinguished depending on the placement location:
- inside vehicles;
- outside vehicles;
- sonic;
- light screens;
- printing products in transport;
- at transport facilities (stops, stations, train stations).
It is customary to place stickers of different formats inside the passenger compartments in the passenger entry/exit areas, opposite the seats, on specially designated stands.
Outdoor transport advertising has the format of painting or a special film that is applied to the surface of the transport. Pasting is applied to the entire surface of the vehicle (vehicle), to the middle part or selected fragments. The location of the layout depends on the features of the vehicle model.
Airplane advertising
A relatively new type of transit advertising is the placement of an advertising message on airplanes and airports. This view is the most precise, allowing you to select the impact audience. The absolute advantage in the duration of exposure, because the flight lasts for hours, and the objects for attention are very limited. Advertising message carriers are seat headrests, stickers, envelopes for tickets, boarding passes, printing products.
Passengers of aircraft are offeredprinted products for study during the flight, place them in the pockets of the seats. Passengers study these materials during the flight and take them with them because of the beauty of the gloss, thereby increasing the effectiveness of advertising promotion.
The uniqueness of the target audience attracts the attention of many advertisers, since the majority of aircraft passengers are included in the group of the active financially secure population. It is this segment that has a high purchasing power and is of the greatest interest to advertisers.
Airport advertising
Airport placement is also characterized by prolonged contact with the advertising message. Travelers spend a lot of time waiting for a flight and pay much more attention to the surroundings due to the enclosed space. A distinctive feature of this type of advertising is its continuity.
Flights of aircraft are distributed evenly over the time of day, which ensures constant updating of the target audience 365 days a year around the clock. The main areas for placement: plasma panels, light boxes, booklets and magazines, TV ladders. Sometimes more creative projects are launched using the architecture of the airport itself. An example is the decoration of columns with light batteries.
The most effective areas for promotion in airplanes and airports are recognized as destinations that are interesting for travelers and businessmen. Such areas include tourism services, hotels and excursions,banking services, business support and conferences. In addition, the promotion of premium consumer goods is quite effective. Examples of this segment are advertising for pharmaceuticals, food, cosmetics, cars, etc.
Cost of services
The cost of placement is determined by factors such as the size of the layout, its location, the number of vehicles, design, placement period.
In addition, the cost depends on the region and local features. In Moscow, interior accommodation can be ordered at a cost of about 350 rubles. for A3 format, external branding of 10 m2will cost 12,000 rubles, and renting space for this message will cost 27,000 rubles. per month.
Transit advertising in Minsk will cost a completely different cost. Average prices: external branding of 3 m2starts from 1200 rubles, and a monthly rental is 2100 rubles. Accommodation inside an A4 transport can be found for 450 rubles. in 150 vehicles for a period of 2 weeks.
The cost of placing on planes and airports is quite high, but the uniqueness of the audience of impact pays the advertiser's expenses.
Impact effectiveness
Based on the advantages, disadvantages and features of transit advertising, a list of recommended areas for promotion using this channel is distinguished:
- Major manufacturers and brands.
- Repair and construction organizations.
- Automotive and building materials stores.
- Agencies in the fields of tourism andreal estate.
- Fitness clubs.
- Establishments for recreation and entertainment.
Caution is advised to use transit advertising to promote luxury and premium goods, jewelry.
Building demand for accommodation
Demand for the use of advertising on transport has been growing rapidly in recent years. Advertisers are trying to find new channels of interaction with customers, and the market is responding with an increasing offer of services.
Attracting customers is carried out by direct announcement of the possibility of placement, sending commercial offers to key advertisers in the region, cold calls to the base of existing companies. The last promotion channel is much more difficult than the others.
The transit advertising cold call script should be brief, but must include the key benefits of the promotion channel. Advertisers are interested in attracting customers, and a new offer, if presented correctly, will be interesting to them. The end result of such an attraction will largely depend on the competence and motivational base of a telemarketer, therefore, when using such a promotion channel, saving on these points is unacceptable.
