Transcript 10+ Reasons to use BUS advertising

10+ Reasons to
use BUS
advertising
Buses go where people go
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Buses are big, they move, and they
are read
Total of 5.2 billion passengers use
the bus in the UK every year
Buses reach people numerous
times throughout the day in city
centres and suburbs
Buses’ mobility makes them
effective for delivering maximum
coverage of your intended audience
Source: DfT
You can’t miss a bus
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Bus is the most seen medium in town. 86%
of consumers recall a bus ad they have
seen.
Bus messages are powerful, eye catching
and hard to ignore
They are ideal for retail advertisers as they
give consumers ideas and drive impulse
purchases
59% of all UK adults (30m people), have
seen advertising on a bus in the last week
Source: Exterion Media Road to Enlightenment, TGI Q2 2011
Huge coverage and frequency
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An average bus covers over
700 miles every week
65% of UK’s ABC1s have seen
bus advertising in the last week
74% of ABC1s in London have
seen bus advertisements in the
last week
Source: DfT, TGI Q2 2011
Seen and appreciated on high streets
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Buses are present on every single high street in
the UK
Bus advertisements deliver impact when
consumers are in ‘spending mode’ on the high
street
Everyone will see them regardless whether they
are pedestrians, motorists or cyclists.
91% of London commuters say that bus is an
iconic symbol of London
73% of London commuters prefer buses with
advertising
Source: The London Commuter, Exterion Media Road to Enlightenment
Proximity to shopping decisions
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Buses are close to point of sale both in
time and space
Great opportunity for brands and
retailers to drive footfall
Vital for driving impulse purchases
(confectionery, ice creams, food, drinks,
magazines, clothes, shoes…)
“I've seen the Gap ads on buses and then gone into a
store to have a look at the new range.”
Clare ; C1 female aged 34
Source: Exterion Media Road to Enlightenment
Great for brand building
“Bus advertising makes me more aware of the
product it's advertising. For instance Abercrombie
& Fitch has made an impact on me recently
because I see so much of its advertising on
buses. It's the same with H&M and Mango.”
Female, Social grade B, 25-34
Source: Exterion Media Road to Enlightenment
The objective of the ‘Get stuffed!’ campaign was to raise
awareness of Domino’s brand and the new stuffed crust pizza,
driving an increase in sales.
Urban T-Sides were the perfect fit to ensure that the campaign
covered all the franchisees.
‘Get Stuffed’ worked perfectly in this environment.
Research showed that those exposed to the bus ad were 92%
more likely to consider ordering a Domino’s pizza.
High above the traffic
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Views of buses are the least obstructed
Buses can be seen at eye level to
people walking or driving
Large formats allow the message to be
read at a distance
Visible to people stuck in traffic or in
buildings when the bus is stationary
The local medium
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Bus delivers messages into the heart of
the community and gets people talking
87% of the UK believe that buses play an
important part of the local community
An ad for a national brand indicates its
availability locally
Source: Exterion Media Study with Lightspeed
An influential audience
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Bus drives word of mouth - 45% of
people agree they have mentioned or
spoken about bus ads to somebody else
Buses generate the ‘talkability’ factor Increasing reach & impact of campaign
by expanding the message
The bus audience contains a high
proportion of ‘Mavens’ ‘Champions’ and
‘Salespeople’ – TGI code for influencing
other people
Source: Kinetic reach the moving world (all)
The most used medium for film and
entertainment
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£24m was spent on cinema film
releases in 2011
43% of bus advertising accounts from
film and entertainment
Bus delivers huge standout and
coverage in short space of time,
perfect for driving big numbers for the
opening weekends that are so vital for
film clients.
Source: NMR 2011
Proven contacts with the public (as
shown by video of eye tracking)
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Average view time (secs) for T side (3.8
secs), supersides (3.5 secs), mega rear
(10.4 secs)
Longer exposure results in higher levels
of noticeability – mega rears are the
most effective site type in this respect
Bus ads can capture up to 88% of
people’s attention
Movement adds to adverts being
noticed by respondents
Source: Exterion Media Verify
Proven effective: advertisers keep
coming back
“Bus advertising provides us with a speed of
coverage and frequency which is essential in
the days leading up to our opening weekends.
We find that we are able to create an
unmissable impact through the variety of site
types and the audiences that they reach. Bus
is fundamentally great at creating mass
exposure and awareness and this is why we
have continued to utilise bus advertising
across the full range of our releases”.
Stuart Williams - Deputy Managing Director & Marketing
Director, Sony Pictures UK
Source: Exterion Media
“We continue to use Bus advertising as it
gives us the unique ability to reach a
national audience very quickly. The
flexibility that Bus offers is hugely
appealing as it allows us to target specific
areas with messages reflecting offers at
local airports, ensuring our campaigns
are highly targeted and relevant”.
James Lee - Marketing Manager UK, easyJet
Great diversity of business base
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Bus is appreciated by
all advertisers
Entertainment & Leisure
Govt,social,political Organis
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Telecoms
Entertainment &
Leisure dominates the
medium, driven by
“mini launches” films
and shows
Retail
Finance
Travel & Transport
Clothing & Accessories
Drink
Food
Media
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Very good spread of
other categories
Games & Consoles
Pharmaceutical
Business & Industrial
Motors
Suitable for all
advertisers
Source: NMR 2011
Electronics & Household Appl
Cosmetics & Personal Care
Leading advertisers on bus
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Top 50 advertisers who invested in bus outdoor 2011:
(Average spend £1M)
Paramount Pictures, Universal Pictures, Entertainment Film, Warner Bros,
E1 Entertainment, LOCOG, Sony, Twentieth Century Fox Film, Lionsgate
Entertainment, O2, European Commission, Nestle, Buena Vista Intl,
Vitabiotics, Axa Sun Life, Electronic Arts, Kellogg’s, Pandora, easyJet, Sony
Computer, British Sky Broadcasting, Marks & Spencer, Optimum Releasing,
BT, Warner Home Video, Specsavers, Egyptian State Tourist Office, Lebara
Mobile, Tunisian Natl Tourist Office, Swiftcover, Momentum Pictures,
Confused.com, Channel 4 TV, Digital UK, Capital One, Hutchison 3g,
McCain Foods, Mercedes Benz, Barclaycard Services, Admiral, Sony
Pictures Home Entertainment, Giorgio Armani Fashions, Harrods, Dominos
Pizza, Antony Morato , Wonga.com, Subway, Capital Shopping Centre,
Reebok, Glaxosmithkline
Source: NMR 2011
Full range of creative options
“PHD has a long heritage of
media innovation and we’re
delighted to make Gap the first
brand to use the illuminated Tside format. It is the perfect
medium for Gap to communicate
its ‘Be Bright’ message to a
targeted shopping audience,
particularly with the dark evenings
throughout February.”
Dee Levison - Media Manager, PHD
Source: Exterion Media