Transport Advertising: A Complete Guide to Choosing the Right Media

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Transport advertising not only places ads on public transportation media but is also an integral part of a broader marketing strategy. Learn the guide here!

Transport advertising remains relevant in the digital era due to its ability to reach a wide audience, especially in urban environments. Public transportation is an inseparable part of many people's daily lives, making ads placed on this media highly visible and repeated.

Thousands to millions of people use public transportation every day. Frequent passengers are more likely to see ads repeatedly, which can enhance brand recall and awareness. Moreover, public transportation is used by a wide variety of people, from workers and students to tourists. This provides an opportunity to reach a diverse and extensive audience. Even though many people use smartphones during their commute, ads on public transport are often located in strategic spots that are hard to ignore, such as inside buses, stations, or on the vehicle body.

Engaging and creative ads on public transportation can also create a positive impression of the brand, especially when the design is unique or interactive.

Understanding the Audience and Advertising Goals in Transport Advertising

Source: City Vision

Transport advertising becomes more effective when the strategy used is based on a deep understanding of the audience and the campaign’s goals. Here are key steps to maximize the results:

1. Know Your Target Audience

Why is understanding your audience important? Transport advertising has a broad reach, but to achieve the best results, it’s crucial to know who your target audience is. Understanding their demographics, behavior, and interests helps you determine the most relevant transportation media and message. Key factors to understand include:

• Demographics: Age, gender, occupation, and income level of your audience. For example, city buses might be more relevant to office workers compared to intercity trains.
• Geographic Location: Where the audience lives and their daily routes. For instance, subway passengers in Jakarta tend to differ from angkot users in smaller cities.
• Behavior: Travel habits, journey duration, and activities during transit. For example, passengers who frequently use smartphones on their journey may respond better to digital ads.
• Interests and Needs: What does the audience seek or need in their daily life? For example, fast food ads near train stations are perfect for busy workers.

2. Set Advertising Objectives

Before choosing the media or ad design, first determine your campaign’s goals. Different objectives will influence the approach you take:

• Brand Awareness: Eye-catching media such as body wrap ads on buses or billboards at stations.
• Drive Direct Sales: Easily accessible ads, such as QR codes on train posters for discounts.
• Inspire Action: Creative ads with clear calls to action.
• Increase Customer Loyalty: Emotionally relevant messages, such as inspirational stories on posters or digital ads in vehicles.

3. Create an Audience Profile

An audience profile is a strategic tool to help decision-making in transport advertising. Here's how to create a detailed profile:

• Collect Audience Data: Use surveys, social media analytics, or data from previous campaigns. For example, KRL passengers may be younger and more active on digital platforms than angkot users.
• Identify Key Characteristics: Define the audience’s needs, problems, and preferences. For instance, office workers require quick and convenient lunch solutions.
• Create Audience Personas: Visualize your ideal audience in persona form. This includes their name, age, occupation, habits, and needs.
• Connect with the Right Media: Choose transportation types based on the persona. For example, health drink ads are suitable for MRT stations, as the audience tends to be active and health-conscious.

Choosing the Right Transportation Media

Here’s an overview of types of public transport that can be used for advertising:

1. Bus
    

   • Body Wrap Ads: The entire bus body as a striking advertising space.
   • Interior Ads: Posters or digital screens inside the bus to reach passengers.

2. Train and Subway
    

   • Carriage Ads: Placing posters or stickers on train walls and doors.
   • Train Stations: Billboards, LED screens, and stickers in platform or escalator areas.

3. Taxis and Ride-Hailing
    

   • Vehicle Exterior Ads: Stickers or digital panels on the vehicle body.
   • Vehicle Interior Ads: Small screens displaying video or audio ads.

4. Local Public Transport
    

   • Angkot or Bajaj: Simple media such as stickers or small banners, effective in certain environments.

5. Airplanes and Airports
    

   • In-Flight Ads: Brochures or video screens on seatbacks.
   • Airport Areas: Billboards or creative installations in waiting or check-in areas.

Tips for Creating Effective Transport Advertising

Source: City Vision

Effective transport advertising grabs attention, delivers the message clearly, and encourages the audience to take action. Here’s a complete guide to creating successful campaigns:

1. Attractive Design

Visual design is the first thing the audience notices. A strong design can grab attention even in busy environments like stations or buses. Here are some tips to make your design appealing:
 

• Use Contrasting Colors: Choose attention-grabbing colors that still harmonize with your brand.
• Keep it Simple and Focused: Rather than overloading with elements, focus on a single main image or illustration that supports your message.
• Use Easy-to-Read Fonts: Avoid decorative fonts that are hard to read from a distance. Ensure the font size is large enough to be easily read quickly.
• Optimize Space: Use a clean layout with visual elements that aren’t too crowded.
• Example: Ads with large product images, bold taglines, and solid background colors for maximum focus.
   

2. Short and Concise Message

Passengers often have little time to view ads. Therefore, a direct message is easier to remember. Tips for making an effective message:
 

• Use Short Sentences: Limit to 5-7 words for the main headline.
• Focus on One Main Message: Don’t overwhelm the audience with too much information.
• Use Simple Language: Avoid technical terms or confusing phrases.
• Example: Headline: "Start Your Day with Energy!" Subheadline: "Try our health drink at the nearest store."
   

3. Strong Call to Action (CTA)

A clear CTA helps the audience understand the next step, such as visiting a website, downloading an app, or purchasing a product. Tips for creating an effective CTA:
 

• Use Action Words: Phrases like "Visit Now," "Download Free," or "Order Today" make the call more engaging.
• Highlight Benefits: Include reasons why the audience should take action, like discounts or prizes.
• Strategic Positioning: Place the CTA where it's easily visible, such as at the bottom of the design in an attention-grabbing color.
• Include QR Codes or Short Links: Provide easy access for actions.
• Example: "Scan this QR for 20% off!" "Visit our website for the latest collection!"
   

4. Measuring Advertising Effectiveness

Measuring ad success will help evaluate if the goals are achieved and provide data to improve future campaigns. Metrics you can use include:
 

• Impressions: How many people saw your ad.
• Engagement Rate: How many people responded to the CTA, such as scanning the QR code or visiting the website.
• Sales Increase: Was there a sales spike during the campaign?
• Audience Surveys: Ask customers how they heard about your brand.
• Digital Analytics: Use UTM tracking on links to understand traffic from transport ads.
• Example Tools: Google Analytics to monitor website visits, CRM systems to track sales and new customers.
   

Transport advertising is not just about placing ads on public transportation; it’s an integral part of a broader marketing strategy. Choosing the right media helps you reach your target audience efficiently, strengthens your brand message, and supports your business goals.

So, are you ready to create a successful transport advertising campaign? Use the knowledge you’ve gained to select the right media, craft an effective message, and achieve maximum results.

If you need assistance in designing and running your campaign, City Vision is here to be your partner. Our team offers creative, effective transport advertising solutions tailored to your business needs. Contact us now and take your marketing strategy to the next level!