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IntroductionBus is a multi-format media capable of delivering all types of marketing communication. It comes in a number of different shapes and sizes, so to help you understand how best to use each of the formats, we have dissected the Bus into its component parts.
Whether you’re driving brand awareness, promoting an offer, launching a new product or looking for a direct response, or indeed all of these things, Bus advertising can communicate your message to a large and valuable audience, quickly and affordably.
Bus advertising talks to two discrete audiences, those that travel on buses and those that see the ads from the outside - both of which are huge. The Anatomy of a Bus explains the differences between the two groups and the best way to target them.
So, if you want to be big, be bold, and be seen, then Bus is right up your street!
AudienceBuses go where people go, which makes the advertising unmissable.
In fact, 585,000 people have seen advertising on the outside of a Bus in the last week. More importantly, they are a valuable bunch, 48% are ABC1.
But it’s not just those people on the outside being exposed to Bus advertising -there are a staggering 66.9 million passenger journeys in Northern Ireland every year on Metro and Ulsterbus services.
No matter how this audience sees the advertising - either on the inside or the outside of a Bus, as a pedestrian, as a passenger, or as a motorist, if reaching a huge and valuable audience is important to you, Bus can take you there.
Sources: Translink, NI TGI 2013
Audience ProfilesWe’ve already touched on the fact that Bus advertising talks to two discreet audiences; those that travel on buses and those that see the ads from the outside.
However, bus has the ability to deliver your message to a whole host of demographics. The following pages brings to life just some of those audiences.
Material Boys and GirlsMedia savvy, high-spending and low responsibility adults. They are young professionals who commute daily. A well educated group and likely to be a junior in their first full time job who spend as much as they can on going out and shopping.
Everyday FamiliesMiddle and lower income families with children who live in city suburbs where they have a more affordable and cost effective place to raise a family. Both husband and wife work in local areas with positions that fit around their children.
Audience Profiles ContinuedCareer in the CityGroup of young professionals, aged between 18 and 34 who want to reach the top of their careers. They are typically professionals or office workers who are financially independent and secure.
Quality SeekersThis group is at the higher end of the income spectrum. Their spending habits reflect their status – they like nice things and are prepared to pay for them, whilst still getting value for money.
Regular GuysThe regular guy has a good work/life balance. They have a vocational qualification and work as skilled manual workers or office workers. They are more local bar than high end wine bar.
Audience Profiles ContinuedEclectic LiberalsThis group generally lives and works in urban areas. They are the most urban out of all our segments, regularly taking in events around the city. Their individual style and the brands that they relate to are very important to them.
Coffee and CrayonsA group of women that have pre-school children. Before having children they worked full time & plan to return when their children start school. Working around their children’s pre-school and activities, they shop and have coffee with friends in their free time.
Modern ManA high-flyer who wants to get to the top of his career. He has an active social life and his appearance is important to him. He will spend more for convenience and is more likely to go shopping on his lunch break or at the weekend.
t-sides
T-Sides are the most distinctive format on Bus and play host to powerful visuals as well as eye-grabbing headlines: a strong combination when mixed with the high coverage that Bus delivers.
So if you’re looking to raise brand awareness, launch a product, or run a sales promotion, this is a great way to get your message out to the people who matter.
why t-sides?1. T-Sides are the most distinctive format on Bus and play
host to powerful visuals as well as eye-grabbing headlines.
2. Positioned on the driver’s side of double deck buses, makes T-Sides ideal for reaching both pedestrians and motorists as they travel through our cities, towns and high streets.
3. The drop section on a T-Side is the same size as a 6 sheet poster, with the overall T-Side being 3 times larger than a 6 sheet, offering a huge level of creative flexibility.
4. A 2 week T-Side campaign in Gtr. Belfast reaches 84% of Adults 15+ with an OTS of 3.6 (Source: JNOR, June, 30 panels)
5. T-Sides reach a mass audience whilst also allowing that extra bit of room to be imaginative and make an impact.
For even greater impact, Backlit T-Sides are available seasonally, providing unmissable stand out during Autumn & Winter – speak to us for more information.
supersides
Supersides act as a giant megaphone, projecting your core messages to the thousands of shoppers who walk up and down our high streets every day.
The Superside demands attention, as it rises above this sea of people and can be seen from up close and from a distance. An invaluable tool for raising brand awareness and launching products. Riding high, commanding attention? Sounds super.
why supersides?
1. Supersides are available on double deck buses and are pavement-facing which makes them perfect for targeting shoppers, pedestrians and high street footfall.
2. Supersides reach shoppers in the right place and at a time when they can take action -they give shoppers that all important nudge to purchase.
3. Placed 10 feet in the air on double deck buses, Supersides reach above the clutter of the high street and demand attention from pedestrians.
4. A 2 week Superside campaign in Gtr. Belfast reaches 85% of Adults 15-34 with an OTS of 6.8 (Source: JNOR, June, 90 panels)
5. The shape of the Superside is ideal for delivering eye-catching headlines or promoting call to action prompts such as a website address.
streetliners
Streetliners are regarded as Bus’ answer to a local notice board on wheels. They are perfect for brands who want to engage consumers in the heart of their communities and get them talking.
Positioned at eye level, Streetliners remind pedestrians and motorists of what brands are closely available to them.
why streetliners?
1. Streetliners are carried on single deck buses and are great for communicating to consumers on a more relevant, local level
2. Streetliners are carried on both sides of the bus at eye level, making them ideal for targeting both pedestrians and motorists.
3. Their shape and location make short messages, slogans, and website addresses the perfect fit
4. Streetliners give brands the opportunity to feature on a medium that is trusted by consumers on a site that enjoys a lower entry level.
5. A 2 week Streetliner campaign in Gtr. Belfast reaches 84% of Mainshoppers with an OTS of 2.4 (Source: JNOR, June, 105 panels)
solus rears
When you’re behind one, you can’t see a lot else! Which makes the back of the Bus the perfect place to fully engage a captive audience of motorists and cyclists.
Solus Rears offer the chance to have a one-to-one conversation with your target audience: the ideal medium for interacting with consumers in their personal space and at a time when they have time to absorb your message.
why solus rears?1. Solus stand out. As their name suggests, Solus Rears
ensure only one advertiser is visible on that bus for those travelling in the vehicle behind.
2. With an average of 48 seconds exposure, motorists and cyclists have longer to absorb your ad and message, perfect for direct response advertisers.
3. Solus Rears deliver a presence in every town, city and suburban area. Rear campaigns are hard to miss on any journey your target audience may take.
4. During a normal week 453,000 Adults in Northern Ireland Spend 5 Hours or More a week travelling in a Car.
5. In Belfast, drivers spend an average of 62 hours per yearin traffic, meaning there is a greater likelihood that motorists will be exposed to your Solus Rear campaign.
6. A 2 week Solus Rear campaign in Gtr. Belfast reaches 91% ABC1 Adults with an OTS of 3.8 (Source: JNOR, June, 105 panels)
Sources: INRIX UK Traffic Scorecard 2010 Research, NI TGI 2013
passenger panels
With 66.9 million passenger journeys made across Metro and Ulsterbus each year (Source: Translink), Passenger Panels offer advertisers the chance to communicate with a growing and valuable audience.
Based on the 2012 midyear population estimate (1,823,634), this equates to approximately 14 Metro journeys per person per year and 22 Ulsterbus journeys per person per year.
why passenger
panels?1. The dwell time (the average bus journey lasts 34 minutes)
delivered by Passenger Panels make them perfect for communicating detailed messages to local communities.
2. Engagement and Response - Talk to people when they have time to use their mobile phones to text or go online, or to make a note of vital call to action details.
3. Passenger Panel formats include Commuter Cards, Back of Driver and Domination.
Metro Passenger Profile:
– More likely to be female– Over half are aged 34 or under– 45% are ABC1– 56% are employed with students
accounting for a further 15%– The most common purpose of
travel on Metro is to commute to work (40%) with a further 11% using Metro to travel to school / college
Ulsterbus Passenger Profile:
– More even gender split– Over half are aged 34 or under– 40% are ABC1– 45% are employed with students
accounting for a further 21%– The most common purpose of
travel is to commute to work (32%) with a further 22% using Ulsterbus to travel to school / college
Sources: Translink
mega / super rears
Mega and Super Rears allow you to showcase your brand on the whole back of a single or double deck bus. While the 4 metre high Mega Rear acts as a canvass for stunning visuals in main cities and towns, Super Rears are perfect for making a bold statement in towns right across Northern Ireland.
These formats are ideal when building and maintaining brand awareness over a longer period of time, gaining maximum value from bus advertising.
why mega / super
rears?1. Mega and Super Rears deliver all the benefits of a Solus
Rear but with that extra impact and stand out.
2. Target and grab the attention of motorists and pedestrians alike.
3. Extended dwell time and one to one communication with drivers and their passengers, allowing for the inclusion of those all important call to action details.
4. The 4 metre high impact delivered by Mega Rears will make sure your message is unmissable.
5. Long life vinyl means that campaigns can be run for longer durations and deliver and continual presence, driving and maintaining brand awareness.
metro mega squares
Metro Mega Squares are a UK media first format and are available on the Metro bus fleet serving the Greater Belfast urban area.
The format is unique in that it combines the coverage delivered by Bus Supersides along with the 4 metre high impact of a Mega Rear.
why metro mega
squares?1. Metro Mega Squares combine the coverage of Supersides
along with the 4 metre high impact of a Mega Rear.
2. Ideal for targeting Northern Ireland’s urban hub –Greater Belfast.
3. Use on their own to maintain a brand presence or along with Bus T-Sides or Supersides to add unmissable impact to your bus campaign.
4. The sheer size of a Metro Mega Square offers a huge level of creative flexibility.
5. With only 10 x Metro Mega Squares available at any given time, you’re sure to be the talk of the town!
wrapped bus
The mobile nature Bus advertising already dominates high streets across Northern Ireland. A Wrapped Bus, either double deck or single deck, amplifies your message even further by providing maximum and unmissable impact.
This format virtually provides ownership of the bus allowing you to really let the creative juices flow and make a real statement on the street.
why wrapped bus?1. Fully Wrapped Buses offer one of the largest advertising
canvases with a double deck bus longer than a 48 sheet poster and with a larger area than a 96 sheet.
2. Own the bus! Use the whole area of the bus to really make a statement by advertising on a large scale.
3. Their mobile nature means that a Wrapped Bus can take your message to areas where other large format Out-of-Home formats cannot reach.
4. Target and grab the attention of motorists and pedestrians alike.
5. Long life vinyl means that campaigns can be run for longer durations and deliver and continual presence, driving and maintaining brand awareness.
Why not consider leaving the windows unwrapped as a creative alternative?
Natasha DowneySpecialist Sales [email protected]
Nuala MeenehanAgency Sales Account [email protected]
Michael CunninghamAgency Sales Account [email protected]
Jayne HunterDirect Sales [email protected]
Lee McFaulDirect Sales [email protected]
We’d love to hear from you.Get in touch…
Exterion MediaNo.1 Lanyon QuayBelfastBT1 3GL
+44 28 9032 2333www.exterionmedia-ni.co.uk
