Boris Johnson declares 2014 to be the 'Year of the Bus'
More than 2.3 billion bus journeys a year are made in London. And what better use of these ten-foot-high mobile red beasts than advertising? A far cry from the digital innovations we’re usually writing about, but bus ads continue to have a reach and frequency that make them a compelling part of the mix.
Towering creative and the ability to target specific areas with tailored messages are inherent in your double-decker. Bus ads can deliver messages into the heart of the community and get people talking (just ask Garry Lace).
By way of a reality check, last year, buses carried around £100 million-worth of ads – more than double that spent on Twitter. Film and entertainment brands have long known about the power of bus advertising, spending more than £35 million last year. Similarly, high-street retailers are drawn to its proximity to point of sale in both time and space, and find buses a true leader for driving impulse purchases (think food, drinks, magazines and clothes).
Far from downmarket, TGI data shows 65 per cent of ABC1s in the UK have seen bus ads in the past week, and this rises to 74 per cent in London. As anyone at the new Exterion Media (that’s CBS Outdoor to you) will remind you, buses present the opportunity to reach the most connected urban audience in the country.
Via: MediaWeek