T-side
"The T-Side has become the most recognisable bus format and is used by thousands of clients to take their brands to the streets of the UK. Their ability to feature a strong visual as well as a tactical headline provides an eye-catching platform that delivers high cover and frequency within our towns and cities." As this has quite a large space for text and this seems to be the primary area for communication it may not be the best layout for my promotional campaign as my image of toast will be most effective I think something with more area, no so thin and long, would be more appropriate.
Effective - Recent research proves consumers connection with the media with 80% of people acting on a bus ad and over 30 million people coming into contact with the format each week.
Audience - The T-Side has the unique benefit of targeting both pedestrians and motorists in urban areas. Targeting highly populated locations, the T-Side quickly builds brand recognition to support and drive a media plan.
Proximity - Frequently travelling the UK high streets, a T-Side campaign will ensure you capture consumers when they are in the right place and mindset to act on your ad.
Creative - This format is a huge creative canvas that gives flexibility in design to incorporate brand building visuals with tactical messaging.
"These pavement facing ads take a clients' core message directly to consumers as buses travel frequently up and down Britain’s streets. Demanding attention with their stature and talking directly to pedestrians, supersides can’t fail to get your message across and increase awareness in your brand’s sphere of influence." Again with this design I think there is not enough depth to this layout. I think something less rectangular would suit my message. I could try and use a method show here on the Aero advert, using the chocolate (or toast in my case) as the background on the message.
Proximity - Supersides reach a wide audience in the proximity of your brand on the high street to help drive spontaneous purchase and increase awareness in your brand’s sphere of influence.
Positioning - placed ten feet in the air on double decker buses, Supersides reach above the clutter of the high street and demand attention from pedestrians.
Frequency - A high proportion of sites in condensed city centres, making sure ads are seen more often by consumers.
Effective - 75% of consumers can spontaneously recall a Superside as see them live on the street, every day.
Streetliners
"Communicating to local consumers on a format that is perceived as the community format by the UK population is the unique benefit of Streetliners. Positioned close to eye-level, Streetlines are a cost-effective site that cover the town and demand the attention of both pedestrians and motorists." Even though this is still really thin, I think the positioning is the best as it is at prime position for both pedestrians and motorists. As with all the above outer bus advertising, the people using the bus would not neccessarliy see this advertising and it is not targeted at them specifically.
Audience - the perfect format for clients that want to have a community presence and speak on a local level.
Value - Streetliners give brands the opportunity to feature on a medium that is trusted by consumers on a site that enjoys a lower entry level.
Effective - a two-week national Streetliner campaign reaches 79% of all adults with an average of nine opportunities to see.
Environmentally Friendly - All framed Streetliner ads are now printed on 100% fully recyclable material reducing the use of vinyl and the lead time from creative to a live campaign.
Audience - the perfect format for clients that want to have a community presence and speak on a local level.
Value - Streetliners give brands the opportunity to feature on a medium that is trusted by consumers on a site that enjoys a lower entry level.
Effective - a two-week national Streetliner campaign reaches 79% of all adults with an average of nine opportunities to see.
Environmentally Friendly - All framed Streetliner ads are now printed on 100% fully recyclable material reducing the use of vinyl and the lead time from creative to a live campaign.
Rear
"Talking directly to motorists, the rear format ensures that clients reach a vehicular audience when they have the time to read and absorb the ad content. Located on all buses, this high dwell time site attracts attention from consumers as they follow it down the road and around our cities and towns. Rears allow clients to have a one-to-one communication with their target audience and are the ideal medium to interact with consumers in their personal space." I think that the streetliner would be a more as it targets pedestrians as well as motorists.
Audience – target and have a one-to-one conversation with motorists and passengers in their personal space
Dwell time – average 48 seconds exposure, motorists have longer to absorb the ad and build brand memory
Mindset – reach motorists when they are in the mood to absorb your message and have the time to read the ad
Coverage – presence in every town; city and suburban areas, Rear campaigns are hard to miss at any journey your target audience may take
Value – with a lower cost entry than other bus sites, this format is great value for money with a high ROI.
Interior
"With 5 billion bus journeys made in the UK last year and the average journey taking 30 minutes, our interior panels offer clients a large and receptive audience to communicate with. However, it's not just the number of passengers moving toward public transport but the demographic of that audience. As city centre congestion increases day by day and businesses reduce the number of parking available, more and more commuters are turning to local buses for their weekday travel. In fact 64% of the bus audience in London is ABC1. Our passenger panels are the ideal platform to entertain travellers and spark a one-to-one dialogue with UK consumers with the opportunity for direct response." I think interior panels are a great place to put my adverts. The size may be a little restrictive but if I have a 'Butter me up"stand near where a large amount of commuters exit the bus this could be a perfect location to wet their appetites.Dwell time - The average bus journey is 30 minutes, giving you time to engage with consumers.
Frequency - Many bus journeys are of a habitual nature, meaning you will have multiple chances for consumers to see your message.
Mindset - Travel is often the only down time people have and they actively look for ways to fill it.
Special
"Special Displays allow clients to use every side of the bus to make an impact on the high street. With a lower entry cost than the fully-wrapped bus, a brand's message can be placed on the entire rear of the medium (Mega Rear) or on the side of the bus to face the high street (Mega Side). Special Displays also apply to the materials that can be used in the traditional bus sites. Whether clients need LED lights embedded into a T-Side or pearlised or lenticular vinyl used on Superside, modern technology enables us to take your campaign to the next level." I really like this high impact approach and by using multiple sides of the bus I can target pedestrians, motorists and people using the bus in one massive display.
"Pedestrians and motorists will notice it as something new ensuring your ad will stand out and catch the eye of potential customers as they work, shop or play in the city. The large landscape format provides a canvas for creativity and can be produced cost effectively which means you can have a large scale, high impact campaign on a short-term basis, allowing the potential for multiple messages throughout the year."
Effective - Recent research proves consumers connection with the media with 80% of people acting on a bus ad and over 30 million people coming into contact with the format each week.
Audience - A Super 12 campaign has the unique benefit of targeting both pedestrians and motorists in urban areas. This will ensure you capture consumers when they are in the right place and mindset to act on your ad and motorists when they are have the time to absorb your message to quickly build brand recognition to support and drive a media plan.
Creative - This format is a creative canvas that gives flexibility in design to incorporate brand building visuals with tactical messaging. In direct ratio with a 48 sheet, your campaign will benefit from the combination of large scale, high impact creative campaigns with mobility.
Coverage – located in city centres in North West, Scotland, Yorkshire, Tyne Tees and the Midlands, Super 12 campaigns are hard to miss at any journey your target audience may take.
Effective - Recent research proves consumers connection with the media with 80% of people acting on a bus ad and over 30 million people coming into contact with the format each week.
Audience - A Super 12 campaign has the unique benefit of targeting both pedestrians and motorists in urban areas. This will ensure you capture consumers when they are in the right place and mindset to act on your ad and motorists when they are have the time to absorb your message to quickly build brand recognition to support and drive a media plan.
Creative - This format is a creative canvas that gives flexibility in design to incorporate brand building visuals with tactical messaging. In direct ratio with a 48 sheet, your campaign will benefit from the combination of large scale, high impact creative campaigns with mobility.
Coverage – located in city centres in North West, Scotland, Yorkshire, Tyne Tees and the Midlands, Super 12 campaigns are hard to miss at any journey your target audience may take.
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