Practical Measures to Increase Transit Advertising Revenues (2009) / Chapter Skim
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Pages 9-21
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From page 9... ...
The rest was kept by the advertising sales contractors that actually generated the sales, in the majority of cases. Transit media sales have been fairly stagnant since they dropped over 30% from their height in 2003 (see Figure 1)
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From page 10... ...
The intent was to develop strategy recommendations for each of the three parties in position to influence how transit advertising is offered to the marketplace. These three parties are the advertising sales contractors, the public transit industry association and, of course, the transit agencies, themselves.
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During and after the media planner quantitative study, the research team interviewed a random sample of advertisers for their experiences with and opinions of transit advertising. The research team also conducted telephone interviews with 15 advertising sales contractors.
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From page 12... ...
In Chapter Three, "Market for Transit Advertising," the study notes the following: Of potentially great future significance is improved audience measurement and validation, because the value of outdoor advertising has been held back by the absence of detailed data on audience demographics." (1, p.15) TCRP Synthesis 51 found that the most common transit advertising occurs on buses, both interior and exterior; trains, both interior and exterior; and train stations and platforms.
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From page 13... ...
Though audited by a third party, the TAB, most media planners and advertisers still found the data too flimsy for planning and evaluation purposes. This study marked the beginning of the multi-year collaboration among Arbitron, the TAB and the Outdoor Advertising Association of America (OAAA)
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From page 14... ...
The research team located one report on the effectiveness of transit TV advertising. Carroll Media Services, Inc, a company providing auditing services on behalf of out-of-home advertisers, conducted this study in early 2007 to assess the effectiveness of TV advertising on Metropolitan Atlanta Rapid Transit Authority (MARTA)
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From page 15... ...
Within the advertising agency were creative services, the art directors and copy writers who created advertising; media planners, who developed media plans; media buyers, who specialized in getting the best media placement and prices for clients; production specialists, like directors of television commercials; and account people, who managed all of the efforts and served as the primary contact with the advertiser. Since that time, advertising has taken on many more forms than television commercials and print ads.
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From page 16... ...
Thus, media planning and buying has now become a standalone specialty, as well. In attempts to retain their business, the traditional advertising agencies have turned themselves into global advertising agency holding companies that comprise the full spectrum of communications services.
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From page 17... ...
Note that OAAA's transit category includes airport advertising, truck sides and taxi displays, making this definition broader than the concerns of this study: the transit media owned by public transit authorities. Alternative out-of-home advertising is the fastest growing segment within out-of-home.
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From page 18... ...
Transit advertising revenue's significant setback, since the high point on 2003, is due to the advertising bust, triggered by the Internet bust of the late 1990s. Advertising sales contractors locked into generous guaranteed minimum contracts in the late 1990s and proceeded to lose millions of dollars on those contracts through the early 2000s, while transit agencies collected their high guaranteed payments.
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From page 19... ...
As a result, media planners are more likely to recommend the media to advertisers (27)
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From page 20... ...
Under the heading "Transit" on its membership pages, OAAA lists only names of advertising sales contractors for public transit agencies. Cabletelevision Advertising Bureau The Cabletelevision Advertising Bureau (CAB)
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From page 21... ...
21 target audience with the brand's motivating message. When television ruled the media kingdom, the media decisions were straight forward.
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