Approaches

BT_Insight

Did I just see a video on that bus??

November 19, 2008

Posted by: Kelly Kilpatrick in Non-Traditional

Yes – you did!! Over the next couple of the years, Titan Outdoor will be spending about $90 million to change the way we look at bus advertising. In the past, your options have been limited to wrapping the bus itself or purchasing a variety of signs on or inside of the bus. With this new technology, advertisers will be able to run a video on the side of the bus showcasing their brand.

Since this is a new medium in many ways, it raises a lot of questions with us…

- What type of proof of performance will be provided?
- Will the videos be playing when the bus is moving?
- Are you rotating in the position along with other advertisers?
- Is audio available?
- How are they addressing the concerns of those who may think this could be distracting to motorists?

While it’s only a matter of time before the wow factor of video in unexpected places fades, it does offer new and unique opportunities in transit advertising. Messages can be dayparted or even rotated in accordance with the bus’s location (as tracked by GPS). This technology also provides new creative challenges like determining the right balance of message complexity and attention grabbing visuals.