The development of digital technologies significantly affects the outdoor advertising industry, and is especially visible in the transit advertising segment. Traditional, static posters and billboards are a thing of the past. They are inferior to modern digital OOH media, such as LCD screens, in virtually every field. This transformation opens up completely new opportunities for advertisers to reach their audiences.
The reaching power of digital advertising in public transport
Thanks to an extensive network of digital media placed on public transport, advertisers can reach a very diverse and wide group of recipients. The LCD screens available from us can be found not only in buses and trams in the largest agglomerations, but also in:
- long-distance and regional trains,
- at airports,
- in parcel lockers,
- in selected chains of newsagents,
- with leading companies providing transport services,
- at universities,
- at bus stations,
- in playrooms,
- in medical facilities.
You can see our entire advertising offer on screens here: https://mediamiejskie.pl/#oferta.
This means that a single digital OOH campaign, carried out using many different media, is able to generate over a billion advertising contacts per month. Activities carried out only on our screens operating in the public transport network will allow you to reach up to 3.5 million recipients every day!
Importantly, people traveling by public transport represent a cross-section of almost all key demographic groups. According to research by Kantar[1], the rotation of rolling stock on various lines ensures that the advertising message reaches evenly throughout the city.
Advantage of digital media over traditional OOH formats
Digital OOH advertising displayed on high-quality LCD screens is the future of this market segment. Moving images and dynamic animation are able to effectively highlight an advertising message in urban space.
Research shows that as many as 67.4% of people notice advertisements displayed inside buses and trams[2]. This value is similar to the perception of advertisements on entire public transport vehicles declared by respondents (70.6%). In practice, this means that the effectiveness of our DOOH media is as good as large outdoor formats in terms of generating eye contact.
Flexibility and effectiveness of digital OOH campaigns
The digitization of transit advertising media brings huge benefits to advertisers in the form of better campaign management and cost optimization. The ability to broadcast various spots within one campaign and the ease of remote content updating allow you to quickly respond to changes in the message and adapt it to the current context.
Moreover, digital systems enable great flexibility in media purchasing. The duration of a campaign can be determined extremely precisely, and the effect of scale and precise adjustment of parameters to advertisers' expectations and budget translate into lower reaching costs.
The enormous potential of a network of LCD screens
The scale of the digital revolution in transit advertising is demonstrated by the number of screens and vehicles that are or will be incorporated into DOOH systems in the near future.
Only in Krakow, on Mobilis buses, we will ultimately be able to offer our customers as many as 450 screens in 140 buses. In MPK Kraków, the entire LCD screen system has 400 screens in 250 buses. What distinguishes our offer is the higher frequency of the spot broadcast. We will offer our business partners as many as 6 broadcasts per hour, compared to five broadcasts per hour offered by competing companies.
Can the public transport market in the capital of Małopolska be attractive to advertisers? Definitely! The local public transport transports over 370 million passengers annually[3].
alt: advertising LCD screen installed in a Mobilis bus in Krakow
Let's add hundreds of screens at other points, and we get the picture of a powerful digital medium that cannot be ignored today in the mix of paid marketing communication channels. Thanks to solutions such as motion sensors and payment systems, DOOH media also become a platform for integrated campaigns combining advertising with real-time impact.
The future of transit advertising is digital. Modern LCD screens placed in public transport are already a key element of modern marketing communication, which no major company on the market will be able to underestimate.
Is it worth including DOOH media - including LCD screens in public transport - in your media plans today? Definitely! This is a great medium around which you can certainly build both a small promotional campaign and a large media plan that will also be coordinated with other forms of advertising.
It is also worth adding that in our system you can influence the actual length of the advertisement that will be broadcast. This can last 10, 15, 20 or 30 seconds. You can plan a campaign, for example, for:
- one day,
- week,
- two weeks,
- three weeks,
- month.
If you want more information about advertising in Krakow, please contact us!
[1] Source: TGI KANTAR 2020 (Q1-Q4): frequency of paying attention to forms of advertising (answers: always, often and rarely)
[2] Source: TGI KANTAR 2020 (Q1-Q4): frequency of paying attention to forms of advertising (answers: always, often and rarely)
[3] https://www.krakow.pl/dzielnice_krakowa/279980,2312,komunikat,krakowska_komunikacja___nowe_linie__nowe_inwestycje.html
