Presentation on theme: "Bus Advertising Be big, be bold, be seen This CBS Outdoor presentation is exclusively for Mansfield BID members only."— Presentation transcript:
Bus Advertising Be big, be bold, be seen This CBS Outdoor presentation is exclusively for Mansfield BID members only.
Benefits of Outdoor 70:30 split between time spent out-of-home and in-home Widely distributed, reaching a large audience The only significant advertising options on the high street – Buses cross the city centre 15 times a day, covering over 1,100 km per week Cost-effectively build coverage and frequency You don't have to "turn it on", "tune in", "dial it up" or "turn over the page" to see it…..ITS ALWAYS ON Growing audience Always On You cant miss it
Buses are valued and part of the community They bring people into the community. Theres always a bus, isnt there, everywhere you go. Whether youre on it or behind it, or see it alongside you, or have to cross the road in front of it, it is interacting in your life. If the bus is travelling around, it gets you wider publicity, getting more people to notice. The bus is public transport, so an advert on a bus is like a public advert for everybody. Sources: Robert Quayle Qualitative Study, Road to Enlightenment Study 74% of people in the regions agree that buses are an important part of the community, giving businesses who advertise on buses a positive relationship with the local population Buses are valued and part of the community
More movement, more interaction Your product Your consumers Your ads A Bus is a moving advertising board, it travels across town, so loads of people will see it. Why wait for the customers to come to your advert when your advert can come to them? Mobile media will reach more people than static forms. Source: RQQR, Road to Enlightenment (Q Media)
Town centre socialisers Shoppers School run Lunch Impulse shoppers School run Commuters 6am9am12pm3pm6pm9pm …throughout the day Buses reach people…
Advertising revenue This helps make the service more profitable CBSO give back part of all campaign revenue to local bus operator Supporting your transport network Sustainable Public Transport - good for your environment We are supporting Public Transport by providing 6% - 10% of bus company profits
7 These are the towns/villages that the bus fleet covers. The fleet size is 66 buses in total. Alfreton, Bilsthorpe, Blidworth, Bolsover, Boughton, Chesterfield, Clipstone, Clowne, Eakring, Eckington, Edingley, Edwinstowe, Farnsfield, Forest Town, Glapwell, Halam, Heath, Huthwaite, Kelham, Langwith, Manor Top, Mansfield, Meden Vale, Mosborough, Newark, New Houghton, Newton Green, Nottingham, Ollerton, Pleasley, Rainworth, Ravenshead, Renishaw, Rolleston, Scarcliffe, Sheffield, Shirebrook, Shuttlewood, Southwell, Stanfree, Sutton in Ashfield, Temple Normanton, Walesby, Warsop, Wellow, Woodhouse,
Bus fleet – Stagecoach Lincoln Bus fleet size – 91 (Single Deckers – 51, Double Deckers – 40) Your campaigns will go through the following areas; Aubourn, Barkston, Bassingham, Belton, Birchwood, Blankney, Boothby Graffoe, Bracebridge Heath, Branston, Branston Booths, Cabourne, Caistor, Carlton le Moorland, Caythorpe, Cherry Willingham, Cleethorpes, Coleby, Cranwell, Digby, Dorrington, Dunholme, Dunston, East Barwith, Faldingworth, Fillingham, Fiskerton, Glentham, Grantham, Grimblethorpe, Grimsby, Hagworthingham, Hartsholme, Heighington, Hemswell, Honington, Horncastle, Ingham, Kirton, Laceby, Leadenham, Lincoln, Louth, Market Rasen, Metheringham, Middle Rasen, Naveby, Nettleham, Nocton, Normanton, North Hykeham, Potterhamworth, Reepham, Ruskington, Scampton, Scotter, Scotthern, Scunthorpe, Skegness, Skellingthorpe, Sleaford, South Willingham, Sudbrooke, Swinderby, Syston, Waddington, Washingborough, Welbourn, Wellingore, Welton, Wragby.
Rears Audience – target and have a conversation with motorists and passengers in their personal space Dwell time – average 48 seconds exposure to the message giving consumers longer to absorb the ad Call to action – extended exposure encourages direct response and time to remember details Coverage – presence in every town, covering urban and suburban areas Value – lower cost per site providing great value for money Flexible – buy where you want a presence, whether thats a TV region, city, conurbation or bus depot area Type4 week campaignTotal Cost inc Production Cost Bus Rears x13 (20% of fleet)£132 per panel (RRP £193)£2,098 (saving £793)
Streetliners Seen - 74% of consumers regularly see Streetliners (COTM) Audience – target and grab the attention of shoppers, commuters, students and leisure-seekers as they walk or drive past Proximity - prompt impulse purchases on the high street Coverage – presence in every town, covering both urban and suburban areas Value – lower cost per site providing great value for money Flexible – buy where you want a presence, whether thats a TV region, city, conurbation or bus depot area Type4 week campaignTotal Cost inc Production Cost Streetliner x13 (20% of fleet)£139 per panel (RRP £204)£2,424 (saving £845)
Supersides Positioning – placed on double decks, Supersides reach above the clutter of the high street and demand attention from pedestrians and motorists Audience – target and catch the attention of pedestrians Frequency – high proposition of sites in condensed city centres, making sure ads are seen more often by consumers Proximity – high street presence to prompt impulse purchases on the high street Effective – 4 times more effective than a point of sale 6 Sheet Flexible – buy where you want a presence, whether thats a TV region or conurbation Type4 week campaignTotal Cost inc Production Cost Supersides x 9 (100% of fleet)£421 per panel (RRP £618)£4,521 (saving £1,773)
Passenger Panels Seen – 11.7m people see interior bus advertising each week (TGI) Audience – target and communicate with shoppers, young people, older demographics and commuters as they travel around UK cities Dwell time – average bus journey lasts around 30 minutes, giving captive consumers longer to absorb the ad Call to action – extended exposure encourages direct response and time to jot down details of the advert Value – lower cost per site providing great value for money Flexible – buy where you want a presence, whether thats a TV region, city, conurbation or bus depot area Type4 week campaignTotal Cost inc Production Cost PP basic x76 (50% of fleet)£17.45 per panel (RRP £22)£1,722 (saving £345.80) PP XL x76 (50% of fleet)£30.72 per panel (RRP £55)£2,779 (saving £1,845.28)
Mega Rears Size – big, bold format making your brand unmissable and memorable Audience – target and grab the attention of motorists and pedestrians Brand Building – perfect for impact adverts on the high street Dwell time – average 48 seconds exposure to the message giving consumers longer to absorb the ad Call to action – extended exposure encourages direct response and time to embed the advert details in the consumers memory Type4 week campaignTotal Cost inc Production Cost Mega Rear Single Decker x1£1,180 per bus (RRP £2,360)£2,480 (saving £1,180) Mega Rear Double Decker x1£1,623 per bus (RRP £3,246)£3,423 (saving £1,623)
Streetliners No. of sites103081530 Duration26 weeks 52 weeks Media Rate Card£13,260£39,780£21,216£39,780£79,560 CBSO Local Deal£3,120£7,995£4,680£7,995£15,210 Price per site per 4 weeks £48£41£45£41£39 Copy Changes Every 3 months Production£973£2,076£1,542£2,468£4,152 Total Cost£4,093£10,071£6,222£10,463£19,362 Cost per week inc Production £157.42£387.35£119.65£201.21£372.35 Cost per week per Bus inc Production £15.74£12.91£14.96£13.41£12.41 Streetliners from only £12(ish) per week Bus Local Business Builder Long Term Campaign