As one of the earliest advertising scenarios, the development of bus media advertising is also the most stable. On the one hand, because of the functionality of transportation in the city, the construction and passenger flow of the places where the public transport media are located have stable planning and control, and the commercial penetration rate of the transportation places is also relatively saturated, so there will be no major changes in the future from the supply and demand, and the main growth opportunities still come from the expansion and construction of the transportation network to bring new resource growth;
On the other hand, due to the public safety nature of transportation places, the form of advertising space that can be developed is relatively perfect, so it is difficult to achieve new growth by increasing the type or quantity of advertising inventory in the unit premises.
In recent years, the improvement of the market system and the large-scale integration of media resources have enabled the industrialization of freely growing bus media advertising. The continuous integration and empowerment of new technologies at all stages has further brought more and more creative forms of public transport media advertising, highlighting the value of offline traffic.
With the rise of VR, 5G and other technology applications, outdoor advertising has also entered the ranks of precision delivery with the pace of Internet advertising, and has gradually been favored by more and more brands. Media and brands have also adjusted accordingly according to the market.
For advertisers, it is necessary to provide scenarios and marketing interactions that meet consumer needs, greatly expand the highlights of brand products, deeply reach user behavior habits and lifestyles, and ultimately realize the co-creation ecology of brands and users.
With the maturity of big data technology and market, it has become possible to establish a scientific and reliable outdoor media evaluation system.
Using big data technology, by analyzing the flow of public transport media and the interests and consumption preferences of the audience, clustering and analyzing the prime time period of various groups of people passing through public transport media, guiding brand owners to effectively choose the delivery time, improve the arrival rate, and then convert it into a higher investment-to-return ratio.
For brand owners, before advertising, they can use data to present the audience from multiple dimensions such as time, geography, consumption power and preference, and recent attention to products, so as to solve a series of problems such as not knowing when and where to place advertising, low conversion rate, and untargeted advertising planning.
However, with the continuous diversification and fragmentation of television, radio, print and online media, public transport media will usher in value reconstruction and create new media value by virtue of relatively stable audience contact time, in-depth combination of technology and scenes, and high cost performance.
You can use the data ability to select the point that covers the widest range of potential customers before investment, and constantly brush the "presence" on their action characteristics, so as to capture the minds of potential customers and achieve good results.
With the advent of the 5G commercial era, the digital wave has made the exposure and interaction of advertising quantifiable, and the development of mobile big data in China is also very advanced, which will provide technical and data support for the value reconstruction of bus media, and make it possible to accurately deliver bus media advertising.
Despite the rapid development of the virtual world on the Internet, as an individual living in the real world, offline is the core of the activity. As long as the activity is offline, it will frequently come into contact with various information, so the offline scene is an irreplaceable advertising and marketing power scenario.
Rather than focusing all information on a small mobile phone screen, brands are also willing to land advertising channels in offline scenarios to seize consumers' time and vision when they are in a relaxed state.
Bus media can naturally appear in various outdoor scenes throughout the day without time restrictions, realize the natural combination of scenes and advertisements, and cover more people. Compared with online advertisements that are interspersed with various information and are easily ignored by users, public transport media with mandatory features has more advantages in terms of influence and recall to consumers.
Scenario-based and mandatory are the values that can be realized by all outdoor advertising, but digitalization is only a part of the values that can be realized by public transport media that rely on Internet technology to take the road of transformation.
Only public transport media that meets the requirements of scenario-based, mandatory and digital at the same time can achieve accurate advertising results.
The digital era has given more creative possibilities to bus media, and has also shaped its own core media value. It is believed that through in-depth cooperation with telecom operators and large Internet companies, in-depth use of emerging technologies such as big data, and continuous exploration, optimization and enhancement of its own value, it will shine.
1
Advertising is not a panacea
But it's impossible to leave the ad
——Teacher Peng 彭小东导师
In today's era when traffic is king, do brands still need to advertise?
The bigger the brand, the more advertising is necessary, although advertising is not a panacea, but if you want to increase sales, improve performance, increase corporate awareness and brand trust and loyalty, you can't leave advertising.
When it comes to hot pot, people will think of Haidilao! When it comes to air conditioning, they will think of Gree, and when it comes to domestic mobile phones, in addition to Huawei is Xiaomi, why so many brands will receive the attention of the public, in addition to the product itself, it is more the result of brand effect, and these brands have been advertising as the main force of their propaganda during the period of their own popularity, which has been widely rolled out and attracted the attention of more consumers.
Advertising for big brands is a must
Why do companies keep advertising, and what is the purpose of spending money on advertising?
Imagine if you went to the supermarket to buy milk, and you were in front of you with two milk brands with similar prices, one that you often see in advertisements, and the other that you have never heard of, which one would you buy?
The reason why companies advertise is to maintain the continuous exposure of the brand, and to inform, persuade, remind and reinforce consumers.
Advertising has very different meanings for different groups of people:
1. For passers-by, advertising is "to inform and remind" and cultivate brand awareness through advertising;
2. For light consumers, advertising lies in "persuasion" and cultivates brand reputation through advertising;
3. For heavy consumers, advertising is about "strengthening". Get them to make a purchase and build brand loyalty through advertising.
From a corporate perspective, advertising is more of an investment than a consuming act. Every advertisement of a company is the most effective means of long-term investment in brand image and brand equity.
As a cost-effective form of outdoor advertising, bus body advertising can effectively enhance brand exposure through reasonable advertising strategies and creative design. Enterprises should formulate appropriate bus advertising plans according to their own needs, combined with the above-mentioned advantages and strategies, so as to maximize the advertising benefits.
2
Outdoor advertising with its unique advantages
Become the most important position of brand communication
——Teacher Peng 彭小东导师
With its unique advantages, outdoor advertising has become the most important position for brand communication.
1. Dynamic visual images inject vitality into the brand and become a highlight of outdoor advertising. Compared to static ads, dynamic images are more engaging and can quickly capture the audience's attention. LED digital outdoor large screen is particularly outstanding in this regard, and its high-definition, high-quality picture presentation makes brand advertising more vivid and vivid.
2. The concept of "location is king" is vividly reflected in the brand's outdoor large screen placement. The outdoor large screen in the prime location of the city and the moving scenery of the bus body advertising run through the audience's life, study and work scenes, and become a bridge between the brand and consumers. These advertisements not only cover a fixed scene traffic, but also allow consumers to have an immersive interactive experience and improve the advertising effect through diversified display forms.
3. Programmatic buying is a new trend in outdoor advertising. Relying on the digital trading platform, programmatic buying has realized the automation and precision of the advertising process, and improved the efficiency and quality of advertising. This new model not only reduces the cost of advertising, but also gives brands an advantageous position in the fierce market competition.
4. Online and offline integrated communication is an effective way to enhance brand tonality. The diversity of online media in the form of communication, combined with the coverage and scene value of offline outdoor advertising, jointly shapes the three-dimensional image of the brand. The two complement each other, not only focusing on detonating the brand, but also shaping the brand mentality and enhancing the brand tonality.
5. Creativity is the soul of brand outdoor advertising. Some brands have made public transport outdoor advertising a beautiful landscape in the city through unique creativity and expression. These advertisements not only attract a lot of attention, but also leave a deep impression on the minds of consumers.
More and more beautiful and generous bus advertisements appear in the eyes of consumers, which not only meets the marketing needs of advertisers, but also brings a "beautiful" visual experience to the audience. In November 2020, "Animals Flying on the Ground and Their Parade" brought by Shengbai Theater was staged on a double-decker bus in Shenzhen, opening a wonderful "adventure journey" for consumers.
A stallion orchestrates a new escape plan and embarks on his own escape path to Shenzhen with the bear. Double-decker buses weave through the city's skyscrapers, sometimes stopping to rest, sometimes speeding and partying. Animals and people in the bus jump up and down, and as the bus moves, various characters come on the stage, and the storyline changes accordingly. Unbridled laughter and sad whispers hovered around the bus, an absurd and ridiculous parade that brought unprecedented sensory experiences to the bus spectators and the crowd on the side of the road.
6. The principle of fragmentation and fame of small brands: Many small brands often fall into one trap: efficient and instant growth. They tend to rely too heavily on digital performance channels and only focus on immediate ROI.
Mentor Peng Xiaodong: Small brands have been freed from this trap and have begun to enthusiastically devote themselves to brand building, for a small brand, chasing elusive mass fame sounds increasingly hopeless, and mainstream fame is out of reach. However, continuing to maintain a small brand will never achieve economies of scale.
In order to break through the ceiling of "small", small brands need to consider how to achieve fragmentation and fame.
1) Emotional resonance
2) A clear, unique factual truth
3) Break the category norm
4) Creative consistency
5) Create assets that stand out from the crowd
6) Aim for shareable reach
7) Landing and expansion
7. Traditional bus advertising is more stable
From the perspective of traffic stability, although the bus is a means of mobile transportation, its route is fixed, and each bus route in urban life basically except for some large-scale activities and festivals, its daily traffic will be stable in an interval, and the error before and after is not more than 5%.
Therefore, based on this, it can be seen that the advertising of public transport may not be able to cause a detonation effect similar to that of some online media in the short term, but it is better to be stable.
8. Bus advertisements are more likely to be noticed by users
In the past 20 years or so since the development and rise of the Internet, I believe many people have felt this way:
When we browse the web, more and more advertisements appear, and when we watch TV movies, the longer and longer title sponsor advertisements that appear like the name of the dish, and the various advertisements that are forcibly inserted during the viewing process, even if they are well-made, are gradually making people lose patience to watch the ads.
In contrast, the advantage of bus advertising is that it is also part of the cityscape.
On the one hand, the direct display of advertising images on a large area helps to enhance the brand influence, and on the other hand, it also penetrates the advertising into people's lives, making it easier for people to pay attention to it, and it will not appear too abrupt and make people resist.
Bus media advertising is a regional advertising media with strong mobility and great appeal and influence, which has a vivid and perfect visual image, profound and lasting communication effect, a strong sense of modernity and irresistible visual impact.
3
Bus advertising strategy
——Teacher Peng 彭小东导师
So what are the strategies for bus advertising?
01. Bus advertising form
1. Bus body advertising: bus body, both sides of the bus, and the rear of the public bus
Among them, when people talk about bus advertising, the most thought of is the bus body advertising, bus body advertising is undoubtedly the most popular advertising form, because the bus body advertising covers both sides of the bus body, and the advertising area is large, there is a strong mobility, advertising benefits spread fast and far, in various forms of creative "fame", all are favored by advertisers.
The role of public transport advertising in informing, establishing an image, and making the audience feel good also needs the cooperation of physical channels, such as listing time, price, terminal display, promotion, activities, etc. It is undeniable that high-quality and accurate image perception will be transformed into word-of-mouth diffusion, which in turn will affect terminal sales.
2. Bus on-board TV commercials
Bus TV media advertising is also a relatively strong advertising communication channel, can be transmitted through audio and video on the bus route like passengers, because in the process of riding, the advertising information is large, the advertising form is rich, and the public welfare and profit-making advertising are played alternately, which can achieve the communication effect of advertising.
3. Bus voice newspaper station advertisement
The advertisement of the bus voice newspaper station is almost no passenger will receive the advertising information, which can be said to be the advertising form with the highest conversion rate of bus advertising, and its high public welfare and arrival rate can quickly establish or maintain brand awareness, and this advertising form is mostly a well-known brand.
As a means of transportation in daily life, the bus not only provides convenience in terms of travel, but also can be a large-scale advertising form, because of its large mobility, convenient advertising, superior advertising price and other forms are respected by people, and favored by advertisers.
02. Advantages of bus advertising:
1. The crowd positioning is more accurate, and it can be placed according to the driving route for the regional crowd;
2. Forced dissemination and active push;
3. Strong exposure, impressive, good publicity effect;
4. It is suitable for a wide range of industries, such as catering, decoration, clothing, travel tools, leisure and play, medical beauty, etc., manufacturing, electronics and electrical engineering and other industries.
5. It is very suitable for brand and activity drainage.
03. Disadvantages of bus advertising:
1. The advertising crowd cannot be accurately divided, and it cannot be placed according to people's age and social attributes. The only way to solve this problem is to carefully make a "crowd-specific plan" according to the places where the bus route passes before it is put into use. Because some lines pass through more schools, some lines pass through more residential areas, and some lines pass through more commercial circles, etc., the attributes of the crowd are different.
2. The style is fixed, and there are only two forms: poster and video (signal instability), and the update cost is large.
Suggestion:
Bus advertising is suitable for activity promotion, whether it is a poster in the car, or a body advertisement, it is suitable for guiding others to scan the code to pay attention to drainage through activities, grasp users, and facilitate secondary marketing. This drainage method is the best way to solve the problem of unmonitored advertising performance and increase ROI.
1. The advantages of bus body advertising
Mobility: Buses shuttle through the streets and alleys of the city, and advertisements are disseminated, expanding the coverage of advertising;
High exposure: The bus body advertisement is eye-catching and eye-catching, which can effectively attract the attention of passengers and pedestrians;
Low cost: Compared with other advertising forms, the production and delivery cost of bus body advertising is low;
Targeting: Advertising can be carried out for specific groups of people according to the area covered by the bus route.
2. Bus advertising strategy
Selected delivery routes: select bus routes with large traffic and coverage of target customer groups for delivery;
Creative design: the advertising screen should be concise, clear, and creative at the same time to attract the attention of the audience;
Delivery time: According to the operation time of the bus, choose to put it during peak hours to improve the exposure rate;
Brand positioning: Clarify the brand positioning, make the advertisement consistent with the brand image, and enhance brand recognition.
@所有人:
I am Mr. Peng Xiaodong, and I would like to thank all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite me to be true love!
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3. Evaluation of the effect of bus advertising
Impressions: Measured by measuring the total number of impressions during the duration of your ad;
Click-through rate: The ratio of the number of times an ad is clicked to the number of impressions;
Conversion rate: the ratio of the number of customers who actually purchased or consulted the ad to the number of impressions;
Brand awareness: Through surveys and other methods, understand the changes in brand perception after advertising.
4. Analysis of public transport advertising cases
Case 1: A well-known beverage brand increased its brand exposure and sales performance by placing creative advertisements on popular bus routes.
Case 2: A newly opened large shopping mall was advertised through bus body advertisements, attracting a large number of citizens to consume;
Case 3: An Internet company targeted young people and placed advertisements on bus routes around the campus, which effectively increased user growth.