CBS Outdoor Finds Buses Key To Outdoor’s Future
CBS Outdoor has conducted a survey, which suggests that buses could be the key to successful outdoor advertising in the future.
The survey, of 1,162 consumers, shows that over three-quarters of those saw buses as part of local life, both in urban and more residential communities. Of those surveyed, 63% agree that buses are a less intrusive media and make their town and city more interesting.
In an era where advert avoidance is prevalent, and audiences are declining, the research shows that the medium is actively welcomed. Commuters welcome advertising on buses with 79% preferring them with messaging on.
CBS Outdoor says that buses provide a call to action, with 80% of those surveyed saying that they had acted upon a bus ad they’d seen. Bus advertising creates ‘talkability’, with 40% saying they have spoken about the advert to someone else.
Buses are an effective medium for advert recall, with 86% of people being able to spontaneously recall an advert, with two out of three taking action as a result.
“The survey has revealed that bus advertising is an extremely effective tool for advertisers to expose their key messages,” said Maria Clarke, from CBS Outdoor.
“Buses are able to mix into the heart of the community which reflects why everyday established brands are effective and successful in getting their brand messages across.”
In October last year, CBS Outdoor won the five-year £100 million contract to manage advertising for Arriva buses in the UK until 2012 (see CBS Outdoor Wins £100 Million Arriva Bus Contract).
In the same month, the company also retained the £40 million contract to manage the advertising on National Express buses in the UK for a further five years (see CBS Outdoor Retains Multi-Million Pound National Express Contract).
CBS Outdoor: www.cbsoutdoor.co.uk