Practical Measures to Increase Transit Advertising Revenues (2009) / Chapter Skim
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Pages 62-70
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• The media planners with the most opportunity to recommend non–top 20 market transit advertising have the least favorable view of transit media overall. • Overall satisfaction with sales representatives is low.
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Conclusion 2: Transit Advertising Has Serious Image and Product Deficiencies The majority of media planners in the study said they are very familiar with transit advertising and have had good experiences with transit advertising. However, transit advertising has a credibility problem.
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Conclusion 7: The Overall Level of Satisfaction with Transit Media Sales Representatives Is Low Media planners find transit sales representatives, on the whole, to be knowledgeable, responsive and reliable. Media planners give transit sales representatives credit for taking time to understand the business issues that the media planners are trying to address, rather than going straight to space availability and pricing.
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Recommendation 2: Promote Transit Media Among Both Media Planners and Advertisers Transit media would benefit significantly from an advertising campaign communicating the new positioning of transit to media planners and advertisers. With both groups, the goal would be to convince them of the benefit of using transit advertising and to overcome some of the negative beliefs and imagery they hold about transit media.
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for the development of sales tools and materials to help sales representatives be more responsive to media planners and advertisers (Recommendation 8)
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Because roughly half of media planners have a multi-media sales representative, this compensation structure poses a significant obstacle to transit media sales growth. A sub-recommendation, therefore, is to call on sales contractors to remove any financial disincentives to selling transit media that exist.
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. • Organize conferences that showcase transit media to media planners and advertisers and include a competition showcasing best-in-class transit advertising (Recommendation 2)
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they would find most useful • Explore dissatisfaction with sales representatives • Explore perceptions of high production costs • Explore media planners' perceptions of negative advertiser perceptions of transit media 2. Establish the transit advertising trade association.
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From page 70... ...
The research team also recommends exploring the significant minority perception that production costs are not reasonable. • Drivers of greater ease in working with transit media -- It would be useful to determine what kind of information and resources media planners would find helpful and in what type of format they would like to receive it.
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