What Is It?
Bus and Bench advertising, also known as Transit Media includes interior and
exterior visuals displayed on mass transit vehicles like buses and Street/Cable
Cars, and surrounding furniture such as bus shelters, and benches. There are
also sub-categories within the above such as; bus posters, head and tail light
displays, interior bus cards, full wraps, fullback, ultra super kings, bus tops,
telephone kiosks, city panels, beach panels, and street and cable car that the
outdoor industry has created to meet the growing needs of advertisers.
Availability, Cost, & Reach
Transit Media is available in almost all major markets nation wide. It is an
inexpensive medium, providing the lowest cost-per-thousand impressions of all
major media and provides extreme targetability. It also allows for maximum
exposure due to its high visibility to vehicle and pedestrian traffic.
Audience & Exposure
This medium has continued to grow in great numbers since 1970. Sales rose 9%
from $4,047 billion in 1997 to $4,413 billion in 1998. In 2001, advertisers spent
$5.2 billion dollars on outdoor media. Theses increasing sales may be attributed
to a growing audience. The following facts were found in an NPT survey
conducted in 1995 by the U.S. Department of Transportation:

Drivers expanded three times greater than the U.S. population grew.

Household vehicles increased at six times the population growth rate.

Daily vehicle trips and miles quadrupled population growth.

Traveling vehicles rose six times higher than population expansion.

Commuting miles increased 37% since 1983 due to suburb expansion.

Travel time to work increased 14% since 1983, due to congestion.

Drivers drive an average of 1 hour 13 minutes daily.

Single occupant travel accounts for 75% of trips and 76% of miles.
If numbers were increasing to that extent in 1995, one can only imagine how the
numbers have increased in current years; in fact, in a study done by “Media
Targeting 2000” more people were exposed to outdoor on a weekly basis than
any other media (excluding Television):

Television – 94%

Outdoor – 93%

Radio – 89%

Cable TV – 75%

Daily Newspapers – 74%

Sunday Newspapers – 72%

Weekly Newspapers – 39%

Shopper Papers – 38%
According to the Outdoor Association of America, Street Furniture and Transit
accounted for 34% of total advertising expenditures in 2001.
Transit Media
Transit media or, more commonly known as buses essentially act as moving
billboards. Transit media has the ability to penetrate busy neighborhoods and
reach into large urban audiences. This type of advertising offers supreme
targeting opportunities, and come in a variety of media forms suitable for different
marketing strategies. Advertising is displayed either on the outside surface of the
bus, or above the seating inside.
Transit Media Options
Kings:
Kings are large, full-color advertising panels, which are attached to the sides of
city bus exteriors. They are one of the most popular ad configurations. Kings size
bus ads are at eye level, they are full of color thus, leading to high impact.
• 12 feet in size
• Reaches 90%+ of market
• Targeted showings
• National, regional and local coverage
• Production size is standard in all U.S. markets
• Some units are affixed directly to bus sides; others are in frames
• Available with extensions in some markets, allowing for additional artistic
flexibility
• Available with special “Headliners” in some markets
Super Kings:
Super kings are available in select markets; these ads are oversized, full-color
advertising panels which are attached to the exterior sides of city buses.
• 20 feet of full-color, eye-level impact
• “Mingles with the market”, moving ad messages through areas of densest
population
• Reaches 90%+ of market
• Targeted showings
• Month-long presence generates high frequency
• Available in New York, Atlanta, Chicago and other major market
Queen Size Bus Posters
This type of ad is only available in select markets; they are full-color advertising
panels, which are attached to the exterior sides of city buses.
• “Mingles with the market”, moving ad messages through areas of densest
population
• Reaches 90%+ of market
• Targeted showings
• Month-long presence generates high frequency
Headlight Displays:
This type of ad sold in two types of packages either is domination
packages or smaller showings in several major markets, are an effective
means to showcase your product or service on busy city streets.
• Headlight domination packages are available in New York, Atlanta,
Chicago and San Francisco allowing a single advertiser to dominate the
fronts of city buses.
• “Mingles with the market”, moving ad messages through areas of
densest population.
• Reaches 90%+ of market.
• Month-long presence generates high frequency
• Impacts motorists, passengers, taxi riders and pedestrians - head on!
Available in different configurations in markets across the United States,
Taillight Displays:
Tailight displays are affixed to bus rears. They are an ideal way to reach
a “captive audience” of motorists and passengers, as well as passing
pedestrian traffic.
• Impacts traffic head-on, with extended exposure periods
• “Mingles with the market”, moving ad messages through areas of
densest population
• Reaches 90%+ of market
• Targeted showings
• Month-long presence generates high frequency
• National, regional and local coverage
Interior Bus Displays:
Interior bus display ads are ads, which appear above the seats inside
city buses. They offer extended viewing periods suitable for
informational copy.
• Impacts suburban commuters and city dwellers
• Provides a “captive audience” with ample time to read and internalize
copy
• Maximum point-of-purchase opportunity
• Targeted showings • Superior coverage for working women, an
audience which is increasingly hard to reach via traditional media
• Multiple impressions reinforce your message
• Available in several sizes: 11" x 28", 11" x 46", 11" x 70" and 21" x 22"
• Same size as some subway interiors, making cross-media advertising
programs easy.
Full Wrap Bus:

Produced on transparent vinyl and applied to the entire surface of the bus
including windows in most markets.

It provides the scale and visibility of a billboard, but offering 2.5x more
facings.

Produced on vinyl for high-quality reproduction and durability.
Fullback:

Above-the-traffic-line exposure.

72 square feet of ad space.

High-impact displays which cover the entire rear surface of city buses.

Produced on vinyl for high-quality reproduction and durability.
Ultra Super King:

Sizes vary by market, however many have a130 square-foot display area.

Covers bus side from wheel well to wheel well and top to bottom.

Produced on vinyl for high-quality reproduction and durability.
Bus Top:

Available in select markets.

A great way to increase coverage to those who work/live in high-rise
buildings.

Covers top of entire bus.

Produced on vinyl for high-quality reproduction and durability.
Streetcar & Cable Car:

Available in select markets: San Francisco, Seattle, Virginia Beach, and
Daytona Beach.

Available on sides and rears. Sizes vary by market.

Both interior and exterior signage available.

In San Francisco area, cable cars are the only national historical landmark
to display advertising. According to a study by Kodak, they are the most
photographed attraction in the United States.
Bus Shelters:

Traditionally 47.5” x 68.5”, however sizes may vary by market.

Illuminated from dawn to dusk.

Weather proof.

Visible to vehicle and pedestrian traffic, as well as bus riders.
Bus Benches:

Located at bus stops.

Offers low cost exposure.

Sizes vary by market.
Appendix
Websites utilized:
www.oaaa.com
www.outdoorservices.com
www.viacomoutdoor.com
www.obie.com