Transit advertising (inside and outside vehicles) has been actively developing over the past few years. Initially, it was compared with the outdoor, 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 in the layout position. In the first case, the advertising medium 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 vehicles do not always allow you to understand the essence of the message.
Features of transit advertising in the following:
- brightness and visibility;
- affordability;
- short-term but repeated exposure;
- efficiency with a long placement period;
- brevity of the message;
- creates a street visual "noise" with a large amount;
- limited time of the carrier of the message on the route (scheduled maintenance, breakdowns, breaks, etc.).
Large-scale distribution of outdoor advertising has led to the signing of local laws banning street billboards in some areas. First of all, it concerns the historical centers of large cities, which contain the most desired target audience for advertisers. Urban beautification programs create problems for businesses with customer acquisition. The current situation gave an impetus to the development of alternative promotion channels, primarily advertising on transport.
When starting advertising on vehicles, experts advise taking into account such a feature that at the initial stage the advertiser incurs expenses not only for renting the surface of the vehicle, but also for applying the advertising material. For this reason, the standard term for placement in transport is 6 months. You can arrange a shorter period with a transit advertising agency, but the cost of attracting a client in this case increases significantly, reducing the effectiveness of promotion.
Seasonality of transport
The next difference between advertising on transport, primarily external placement, in 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 the transport, to produce regular cleaning from pollution. Most agencies faithfully fulfill their promises, 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 location of the placement:
- inside vehicles;
- outside of vehicles;
- sound;
- light screens;
- printing products in transport;
- at transport facilities (stops, stations, stations).
It is customary to place stickers of various formats inside the vehicle interiors in the passenger entry / exit areas, opposite the seats, on specially designated stands.
Outdoor transport advertising has the format of a painting or a special film that is applied to the surface of the transport. Pasting is applied on the entire surface of the vehicle (vehicle), on the middle part or selected fragments. The layout depends on the features of the vehicle model.
Airplane Advertising
A relatively new form of transit advertising is the placement of advertising messages on airplanes and airports. This view is the most specific, allowing you to choose the impact audience. An unconditional advantage in the duration of the impact, since the flight lasts for hours, and objects for attention are very limited. The carriers of the advertising message are headrests, stickers, envelopes for tickets, boarding passes, printing products.
Passengers of aircraft are offered printed products for study during the flight, placed in the pockets of seats. Passengers study these materials during the flight and take with them because of the beauty of the gloss, thereby increasing the effectiveness of advertising.
The uniqueness of the target audience attracts the attention of many advertisers, since the majority of aircraft passengers are included in the group of active financially secure population. This segment has a high purchasing power and is of most interest to advertisers.
Airport Advertising
Accommodation at airports is also characterized by prolonged contact with an advertising message. Travelers spend a lot of time waiting for a flight and pay much more attention to the surrounding background due to the confined space. A distinctive feature of advertising of this type is its continuity.
Aircraft flights 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 platforms for placement: plasma panels, light boxes, booklets and magazines, teletraps. 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 destinations that are interesting to travelers and businessmen. Such areas include travel services, hotels and excursions, banking, business support and conferences. In addition, the promotion of premium-class consumer goods is quite effective. Examples of this segment are advertising of pharmaceuticals, food, cosmetics, automobiles, etc.
Cost of services
The cost of accommodation is formed by such factors as the layout area, its location, number of vehicles, design, placement period.
In addition, the cost depends on the region and local features. In Moscow, in-room accommodation can be ordered at a cost of about 350 rubles. for A3 format, external branding of 10 m 2 will cost 12,000 rubles, and renting an area 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 m 2 starts at 1200 rubles, and monthly rental - 2100 rubles. Accommodation inside A4 vehicles can be found for 450 rubles. in 150 motor vehicles for a period of 2 weeks.
The cost of accommodation in airplanes and airports is quite high, but the uniqueness of the impact audience pays for the costs of the advertiser.
Impact effectiveness
Based on the advantages, disadvantages and features of transit advertising, a list of recommended areas for promotion using this channel is distinguished:
- Large manufacturers and brands.
- Repair and construction organizations.
- Automotive and building materials stores.
- Tourism and real estate agencies.
- Fitness clubs.
- Institutions for recreation and entertainment.
With caution, they recommend using transit advertising to promote elite and premium products, jewelry.
Formation of 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 for interacting with customers, and the market is responding with an increasing supply of services.
Attracting customers is a direct announcement of the possibility of placement, sending commercial offers to key advertisers of the region, cold calls to the database of existing companies. The last promotion channel is much more complicated than the rest.
The cold-call script for transit advertising should be short, but be sure to include the key advantages of the promotion channel. Advertisers are interested in attracting customers, and a new proposal, if properly served, will be interesting to them. The final result of such engagement will largely depend on the competence and motivational base of the telemarketing specialist, therefore, using such a promotion channel, saving at these points is unacceptable.