Practical Measures to Increase Transit Advertising Revenues (2009) / Chapter Skim
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develop strategies for improving these perceptions and increasing transit advertising revenues. To this end, the research team conducted a quantitative study of media planners as well as interviews with advertisers, sales contractors, and marketing representatives of transit agencies.
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The primary research conducted for this study included interviews with advertising sales contractors, interviews with advertisers, and a survey of transit agency marketing representatives. The core piece of research was a 153-respondent quantitative study among both generalist media planners and media planners that specialize in out-of-home media.
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Conclusion 1: Transit Advertising's Positioning Is Neither Highly Motivating nor Differentiated from Billboards The media planner study showed that what is perceived to be unique about transit media is its ability to reach a captive audience. This second tier positioning was echoed by the finding that transit was viewed by the majority of media planners as a supplemental medium.
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. Conclusion 6: Transit Advertising Sales Materials Are Not as Effective as They Could Be at "Making the Case" An important finding regarding the sales process is that media planners' needs for demographic data on target audiences and other selling materials are not being met.
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Establishing an entity focused on promoting transit advertising gives transit the attention it needs and puts it on an even playing field with its many media competitors. The media trade organization also might conduct outreach to transit general managers, board members and other transit decision makers to help emphasize and explain the changes that are required to drive growth in advertising sales.
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In the absence of an audience measurement system, transit could conduct a multi-site effectiveness study quantifying the impact of transit advertising campaigns. The results of this study could be developed into a brochure articulating the new positioning of transit advertising and using the creative approach developed for the national (or top city)
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8. Develop the transit advertising website, populated with resources for media planners as well as for transit agencies and sales contractors.
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• Advertising Sales Contractors – Advertising sales contractors need to reenergize their selling efforts with improved sales tools and materials that better meet the needs of media planners: A brochure with an updated message about the benefits of transit advertising Studies proving the effectiveness of transit advertising Better, more detailed demographic information on transit advertising audiences Examples of particularly effective transit advertising campaigns. – Advertising sales contractors must also now take advantage of the data in this study that profile types of media planners to tailor their sales pitches by type of media planner.
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