Contents
- What is transit advertising?
- Types of transit advertising
- Advantages and disadvantages of transit advertising
- Rules for placing transit advertising
What is transit advertising?
Transit advertising involves the use of external and internal surfaces of vehicles, as well as transportation infrastructure objects, to display advertising messages. This term, borrowed from the English "transit advertising," encompasses a broader range than just advertising on vehicles, including locations such as bus stops, train stations, escalators, and metro crossings. Thus, the target audience includes not only passengers but also pedestrians, drivers, and other road users.
Advertising messages can be placed on various vehicles, ranging from taxis to space rockets. For example, in 1992, "Roscosmos" launched a rocket with the logo of the tobacco company West, costing the advertiser 70 thousand dollars. This is a striking example of how transit advertising can be utilized on the most unexpected platforms.
Types of transit advertising
Transit advertising can be classified based on its placement into three main categories: outdoor, indoor, and advertising on infrastructure objects.
Outdoor transit advertising
Outdoor advertising is placed on the external surface of vehicles, which implies a limited time of contact with the audience. Pedestrians and drivers may see the advertising message for just a few seconds, so it must be bright and memorable, with a unique selling proposition at eye level. The main media include:
- Public transport (buses, trolleybuses, trams)
- Freight trucks
- Passenger cars
- Airplanes
- Trains
- Ships
Indoor transit advertising
Indoor advertising is placed in the cabins of vehicles, allowing passengers more time to familiarize themselves with the advertising offer. The main formats of indoor advertising include:
- Static advertising (posters, flyers)
- Audio advertising
- Video advertising
- Promotions (tastings, sampling)
Advertising on transportation infrastructure objects
Advertising on objects such as stops, stations, and crossings can also be both outdoor and indoor. This creates additional opportunities for advertisers.
Advantages and disadvantages of transit advertising
Transit advertising has numerous advantages.
- Wide reach: tens of thousands of people see advertising messages daily.
- Repeat exposure: people often use the same routes, increasing the likelihood of repeated contact.
- Mobility: moving objects attract more attention.
- Geographic targeting: advertising reaches those who live or work in a specific area.
However, there are also disadvantages:
- Large non-target audience: difficulty in segmentation.
- Challenges in measuring conversion: effectiveness can only be assessed through indirect indicators.
- Short contact time with moving objects.
- High production costs for advertising, especially for non-standard media.
Rules for placing transit advertising
The placement of transit advertising is regulated by the "Advertising Law" and traffic rules. Although advertising approval is not required, there are certain restrictions that must be followed:
- Branding of emergency service vehicles is prohibited.
- Identification marks of special transport cannot be used.
- The advertising message must not occupy more than 50% of the surface area of a passenger car's body.
- Stickers must not obstruct the view of the driver and other road users.
- Use of sound and light signals is prohibited.
Adhering to these rules will help avoid fines and negative consequences for advertisers.