Discover why bus advertising offers unmatched value, combining exceptional reach and frequency at an affordable price. Learn why it’s the go-to choice for brands, from luxury fashion to FMCGs.
When it comes to advertising, finding a format that offers both strong performance and a reasonable price can be a challenge. But few formats outside of broadcast media can match the cost-effectiveness and power of bus advertising. From its wide reach to its ability to reinforce messages with high frequency, bus advertising provides a unique opportunity for brands to make an impact. Here’s why it’s such an unbeatable option.
The Basics: Mastering Reach and Frequency
Reach and frequency are the two core metrics that drive any advertising campaign.
- Reach refers to the number of people who see your message, ensuring it’s visible to a wide audience.
- Frequency, on the other hand, measures how often those individuals see your message. A higher frequency increases the chances that your brand stays top of mind.
Research suggests that for advertising to have real impact, a frequency of at least five is necessary – that’s five chances for your brand to make an impression. Bus advertising excels at achieving both reach and frequency, making it a solid choice for any campaign.
Reach: Your Brand on the Move
Think of buses not just as public transport, but as mobile billboards. In London, bus advertisements reach over 30 million people every week, making it one of the most effective and visible advertising platforms. With 6.5 million daily bus journeys across key commercial and shopping areas, bus advertising offers advertisers a chance to reach a broad spectrum of people – from commuters to tourists.
In addition to the numbers, certain formats such as the T-Side, Mega Rear, or Full Wrap offer creative flexibility and incredible visibility. These high-impact formats are often used by luxury brands and are great for PR activations. They also have the added benefit of generating social media buzz – for instance, the recent Barbie campaign which saw full-wrap buses go viral.
Frequency: The Wheels on the Bus Go Around and Around
A single bus can circle a city up to 16 times a day, ensuring that your ad gets repeated exposure throughout the day. Whether passengers, pedestrians, or drivers, people will see your brand multiple times, which is crucial for creating recognition and trust.
This frequent exposure helps establish familiarity with your brand, which is why 74% of people view buses as an integral part of the community. This connection to local values can help foster positive associations with your brand, leading to stronger brand loyalty.
Value That’s Hard to Beat
For marketers on a budget, bus advertising offers exceptional value. Unlike the high costs associated with digital and TV advertising, bus campaigns can be scaled to fit nearly any budget, making it a more accessible option for businesses of all sizes.
In particular, formats like interior panels provide a highly targeted, cost-effective way to reach diverse audiences. Plus, bus rear advertising in the UK offers a cost-per-thousand (CPM) of just £3 – one of the lowest prices in outdoor advertising, especially for national campaigns.
Conclusion: Unbeatable Reach, Frequency, and Value
Bus advertising offers a compelling combination of high reach, frequent exposure, and cost-effectiveness, making it a powerful tool for brands looking to make an impact. Whether you're promoting a new product or strengthening your brand’s presence, bus advertising provides an accessible, impactful solution.
With formats like bus wraps, bus sides, and bus interiors, your brand can enjoy maximum visibility while staying within budget.
Ready to harness the power of bus advertising for your brand? Contact us today and let us help you plan your next successful campaign!
