With the increasing sophistication and interactivity of digital advertising, many people are questioning the relevance of public transportation advertising in the digital age. Public transportation advertising is a type of out-of-home advertising placed on various modes of transportation such as buses, trains, or other public vehicles. With its strong visual impact, this advertising has been a proven way to build brand awareness.
However, in the digital age filled with online ads, social media, and digital signage, is public transportation advertising still relevant? Let's explore further.
One of the primary advantages of public transportation advertising is its ability to reach a wide audience, especially in densely populated urban areas. Every day, thousands of people use public transportation, ensuring that these ads are constantly seen and exposed. Amidst the hustle and bustle of the city, advertisements on public vehicles become unavoidable sights that often capture the audience's attention.
Public transportation like buses or trains typically has fixed routes, meaning that the same people will see the advertisements every day. This high frequency of exposure is effective in building consumer memory of the advertised brand or product. In the long run, repeated exposure greatly helps increase brand awareness and can even influence purchasing decisions.
Unlike digital ads that can be skipped or closed with a simple click, public transportation ads are unavoidable. Commuters traveling by bus or train are automatically exposed to the ads placed around them. This factor gives public transportation advertising a significant advantage over digital ads that are more easily ignored.
Public transportation advertising helps brands maintain top-of-mind awareness among consumers. With visually appealing and creative displays, these ads can build a strong brand image. Especially for new businesses looking to introduce themselves to a wider market, public transportation advertising can be an effective tool to highlight the brand and create positive associations.
Source: City Vision
Digital technology is also making its way into public transportation advertising. With the use of LED screens and even Augmented Reality (AR) technology, public transport ads can now offer a more interactive experience for viewers. For example, LED screen ads on buses allow for dynamic content that can change based on time or location, providing a more modern appeal.
To enhance effectiveness, public transportation ads are now often combined with digital campaigns. For instance, a bus ad might include a QR code that allows the audience to scan and access additional information on a website or social media. This collaboration enables public transportation ads to serve as an entry point for more interactive digital campaigns.
Data technology now enables personalized advertising in public transportation. For instance, some countries have implemented the use of demographic data to determine the types of ads displayed in specific areas. In this way, ads can be more relevant and tailored to the profile of the audience viewing them.
Source: City Vision
In this digital age, digital advertising such as social media, video ads, and digital signage offers a high level of appeal. Consumers now tend to prefer content that they can click, share, or respond to directly. With the emergence of more accessible digital media, public transportation advertising must compete fiercely to remain relevant and attractive.
In recent years, consumers have been spending increasingly more time on their digital devices. While waiting at bus stops or on public transportation, many people are busy with their phones. This presents a challenge for public transportation advertising to remain engaging. To remain effective, public transportation ads must be creative in order to compete with the presence of gadgets that capture the audience's focus.
One major drawback of public transportation advertising compared to digital advertising is the difficulty in accurately measuring its effectiveness. With digital ads, we can directly track metrics such as click-through rates, view duration, and conversions. In contrast, measuring the impact of public transportation ads is more complex and often limited to assessing increases in brand awareness or long-term sales.
Also read: 5 Reasons Why Your Business Needs to Use Digital OOH
So, is public transportation advertising still relevant in the digital age? The answer is yes. Despite facing stiff competition from digital media, public transportation advertising still has its advantages in terms of reach, frequency of exposure, and its ability to build brand awareness. In fact, innovations such as digitalization and collaboration with digital media are predicted to further enhance the effectiveness of this advertising in the future.
If you or Visioners are looking for ways to increase brand awareness through public transportation advertising, now is the time to try City Vision. As a leading Out-of-Home Media Provider in Indonesia, City Vision offers various advantages, especially in advertising on public transportation in major cities such as TransJakarta buses.
With extensive reach, rich experience, and a strong media network, City Vision is ready to assist you in designing creative and effective public transportation advertising campaigns that meet your business needs. Contact City Vision to help maximize your brand advertising!
