In this article, we will discuss another advertising medium which is catching up very fast and has a variety of inventories. With cities being developed, infrastructure being built, transit advertising is here to stay. We will discuss the following:
- Why we think transit advertising is a good option during the festive season.
- What are the various advertising options under transit advertising?
- Which transit advertising options are best suited to your business needs?
State of Transit during The Indian Festive Season
Indian festive season that starts in October with Durga Puja/Dussehra and ends with Christmas and New Year is the best time for shopping, travel, meeting friends and family and celebrating.
This period not only drives sales for most of the Indian companies but also marks a significant jump in physical and digital traffic.
While digital traffic can be captured through digital advertising, there are many ways to capture the attention of physical traffic like radio advertising, outdoor advertising, airport advertising, and transit advertising.
The following figure shows that there is a significant jump in intra-city and inter-city movements through flights, trains, public and private vehicles:
- DGCA data shows that every year, the highest traffic is recorded during quarter 4 (Oct-Nov-Dec). This happens due to two reasons:
- Movement of the migrant population to their hometown to celebrate Durga Puja, Dussehra, Diwali, Chhath, Christmas, New Year, etc.
- Families traveling to other cities for vacation during holidays.
- Every year during the festive season, Indian Railways face the challenge of high demand and overbooking. Rail travel, being the choice of masses, is the preferred transport mode for the migrant population. Hence, new coaches and trains are added during the season.
- There is a significant surge in local travel during the festive season as families reunite and celebrate together by visiting restaurants, malls, cinema halls, etc. All the important high ticket purchases are pushed to this period owing to the auspicious occasion and discounts offered by retailers. Google Trends shows a very high increase in the number of “Near Me” searches during this period.
Transit Advertising Media Examples
Transit advertising media helps brands to get massive audience exposure, and this is primarily the best thing about transit media. On an average, a person spends around 45 minutes on public transport. Which basically means, that your audience is more likely to come across your brand in a bus, can or auto advertising.
Transit advertising media works even better for local brands because they can conveniently target local customers through cab branding or bus ads, etc. They can select the market segment they want to target and place their ads on buses or trains in that specific area. Here are a few transit advertising media examples which might help you place your ads.
1.
- Advertising Options: Inflight Magazine Advertising; Advertising on the boarding pass, meal tray, seatback, etc.
- Reasons to Advertise:
- Caters to the premium audience like HNIs, business professionals
- Pan India presence
- Captive audience
- Best For Brands Who are looking for brand awareness campaigns, have a pan-India customer base or have high ticket items like real estate, hospitality, education, luxury products, etc.
- Starting Budget: INR 1 Lakh Onwards
2.
- Advertising Options: Train Branding- Train Wrap, Train Station Advertising- Display Boards, LCD Screens
- Reasons to Advertise
- Mass Reach
- The long waiting period that translates into repeated exposure
- Best For Brands Who are mass brands like FMCG, banking, etc.
- Starting Budget: INR 1 lakh onwards
3.
- Advertising Options: Metro Train Interior Branding- Display Panel, Grab Handles, Interior Wrap; Metro Train Exterior Branding- Train Wrap; Metro Train Station Advertising- LCD Panels, Display Boards, Kiosks
- Reasons to Advertise
- Premium Audience
- Hyperlocal Targeting Possible
- Best For Brands Who want to target premium audience like luxury products, high ticket items, apps etc because metro tickets are priced higher and mostly cover commercial and corporate hubs
- Starting Budget: INR 1 Lakh onwards
4.
- Advertising Options:Bus Branding- Interior; Bus Branding- Exterior
- Reasons to Advertise
- Mass Reach
- Hyperlocal Targeting
- Best For Brands Who want to target audience in a particular city/route/area
- Starting Budget: INR 50,000 onwards
5.
- Advertising Options: Cab Branding- Seat Back; Cab Branding- Exterior
- Reasons to Advertise
- Premium Placement
- Mass Reach
- Captive audience (interior branding)
- Best For Brands Who want to do brand awareness campaign, create a buzz in a particular city
- Starting Budget INR 2 lakh onwards
6.
- Advertising Options: Auto Branding- Back Panel; Auto Branding- Hood
- Reasons to Advertise
- Mass Reach
- Low Cost and easily scalable
- Best For Brands Whowant a mass reach in a short duration like events & exhibition, offers, new launches
- Starting Budget: INR 10,000 onwards
7. No Parking Board
Advertising Options: Metal or Tin Sheet No Parking Board, SunPack No Parking Board Advertising, Reflective sheets, Prismatic sheets
Reasons to Advertise:
- Promotes visibility and awareness
- Targeted local advertising
- Cost-effective outdoor advertising
Best For Brands Who are looking for hyperlocal targeting and increased brand awareness in a cost-effective way.
Starting Budget: On request
8.
Advertising Options: Kiosk
Reasons to Advertise:
- Allows you to reach a highly focused and tech-savvy audience of professionals, employees, and entrepreneurs in the technology sector.
- High footfall and engagement
- An environment conducive to promoting technology-related products
Best for brands who are looking to target business individuals, tech-savvy people, and decision-makers.
Starting Budget– On Request
9. Mall
Advertising Options: Facade, Lift branding, signage, Standee, Atrium Branding, Arch Branding
Reasons to Advertise:
- High foot traffic
- Enhanced brand experience
- Malls cater to diverse demographics
Best for brands who are looking for to showcase their latest collections, promotions, and discounts to a large audience of shoppers who are already in a buying mindset.
Starting Budget– On Request
10. Railway Station
Advertising Options: Backlit Panel, Pillar Panel, Pillar
Reasons to advertise:
- Targeted regional and local advertising
- Prolonged exposure
- Cost-effective advertising
Best for brands who want to promote travel-related services and destinations, consumer goods, transportation services, and educational institutions.
Starting Budget– On Request
11. Newspaper Inserts
Advertising Options: pamphlet
Reasons to advertise:
- Wide audience reach
- Flexibility in design and format
- Cost-effective advertising
Best for brands who want to promote their local business, product launches, e-commerce and service-based business.
Starting Budget– On Request
Transit Advertising Rates
The transit advertising rates may vary depending on the type of media option you opt for.
The pricing model for transit advertising media depend upon the media option, size and placement of the ads.
The ‘Top Choice’ section in the page of Non-traditional media option has detailed transit media advertisement costs for all media options available on The Media Ant portal.
You can also select various targeting parameters while using transit media advertising. This can be done by saving the media option to the bag and accessing it there.
You will find headings like ‘Auto’ and ‘Cab branding’ from where you can pick the most suitable one.
You can also check the best-discounted rate for your selected volume. However, transit media ad costs are very effective and are ideal for big brands as well as small ones.
This is because you can run nationwide or local campaigns, the campaigns can target a large group of customers as well as specific audiences.
