Transit media is one of the oldest forms of out of home advertising, originating in the 1850s. Businesses have relied on these eye-catching moving billboards for over 150 years to grab the attention of their target audience. Now, it’s at risk. Transit authorities across the nation are moving away from allowing advertising on their assets, in favor of blank buses.
But at what cost?
From spreading important public messages to what are typically hard-to-reach communities, to providing a cost-effective advertising source for nonprofit organizations – the benefits of transit advertising are more than simply the revenue these ads bring in.
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Transit Advertising is a Platform for Public Messaging
Transit advertising is a vital platform for spreading important public messages. From sharing about the risks of lead in the water supply to vaccination campaigns, transit is a cost-effective way to raise awareness and reach the people who need to see these messages.
There are individuals in communities that do not have access to the internet or may not watch television or listen to the radio – and transit advertising brings these vital messages to their doorsteps. Additionally, media fragmentation means that unless the public message is shared on every single streaming service, music provider, and niche website – it is likely not seen by a large portion of the target audience.
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However, bus ads are on the streets of the community you’re delivering messaging to. These ads cannot be skipped or played on a different streaming service – they are right where you want your message to be, in front of your community.
A Cost-Effective Solution for Nonprofits and Small Businesses
For nonprofits or businesses with smaller budgets, transit offers a cost-effective medium to reach their target audience and gather thousands of impressions each day. Bus, shelter, and bench ads provide visibility for these brands in high-traffic areas, at a lower CPM than other competing advertising mediums.
Transit authorities can continue to support the missions of these businesses and organizations through allowing advertising on their assets. Organizations that otherwise would struggle to reach such a large population are able to spread their message daily across the community.
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It is important to keep in mind that many nonprofit advertisers serve an underrepresented community, and transit media can be the best way to reach some of their populations. Without transit advertising, these nonprofits may be unable to reach people in need of their services.
Economic Impact Beyond Advertising Dollars
While the direct revenue from having a transit advertising program provides unrestricted funds for the transit authority, the broader economic benefits are often overlooked. By providing affordable advertising options, transit systems support small businesses and local economies, which is why the removal of advertising on transit creates a ripple effect in the community. The visibility offered by transit ads, and low CPM, can help small businesses grow, creating jobs and contributing to the local economy.
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Additionally, some transit authorities use this revenue from advertising to subsidize operational costs and keep fares affordable for the community. If a financial shortfall occurs, and the only revenue the transit authority can rely on is farebox or government funds, they may be focused to either cut service or increase fares. However, with a developed advertising program, the transit authority can utilize these funds to help make up these deficits without impacting the public.
Another economic benefit of having an advertising program for the transit authority is that these funds are typically unallocated. Unlike dollars from grants or other special programming, advertising revenue does not have to be directed to one specific part of the business. This allows the transit authority to utilize these funds strategically, on initiatives or items that may otherwise not have funding.
Let Adsposure Be Your Partner in Transit Advertising
We know that many transit authorities are moving away from advertising because they don’t see the benefits outweighing the hassle. That’s where Adsposure steps in. Because transit advertising is all we do.
At Adsposure, we make having an advertising program on your assets work for you. We focus on advertising – so you can focus on what you do best, getting people where they need to go. We have custom technology built just for transit authorities and their assets, a committed transit only sales team, dedicated designers and project managers that only work on public transit, and an installation team with decades of experience with buses, benches, and shelters. Additionally, we are a true partner to transit authorities. We will target your ideal advertisers and ensure that the ads on your buses look fantastic. Unlike other advertising partners who may view your assets as an add on to a larger marketing campaign – we see your assets as the centerpiece and sell them as such.
Hear from our partners at Trinity Metro what it’s like working with Adsposure in the video below:
If you’d like a demo of our Media Care Center technology or want to learn more about partnering with Adsposure – reach out to us! Let Adsposure be your partner in transit advertising.