Analysis of the advantages of car body advertising!

China's large population determines the absolute importance of public transportation and its future level of development. It also provides a unique and huge space for the development of bus body advertising . As media forms become more and more diversified, smart advertisers frequently choose car bodies as the media for advertising, precisely because of the following 17 advantages of this media:

Advantage 1: The only mobile outdoor media format

In major Chinese cities, at least 75% of citizens said they have seen bus body advertisements. Compared with other forms of outdoor media, the way car body advertising is disseminated is to actively appear in the audience's field of vision, which is the most "active and proactive" in terms of dissemination method. From the perspective of human attention, moving objects are always more noticeable. Therefore, the only movable body media can stand out among many outdoor media, get more attention and achieve a high reach.

Advantage 2: Spread advertising information in a multi-faceted and three-dimensional way

The effective visual range of car body advertising that is in close contact with consumers is greater than 270 degrees, fundamentally eliminating visual blind spots. Normally, audiences can be exposed to two ad spots at the same time, effectively increasing exposure opportunities and ensuring the actual reach of the ad. The display areas on both sides of the car body are huge, and the picture is fully displayed, especially when passing through intersections. The display area at the rear of the vehicle, together with the display surfaces on both sides, constitutes the overall display and greatly extends the effective viewing distance and angle of the advertisement. At the same time, the advertisements are particularly eye-catching for drivers.

In addition, the height of the car body advertisement is just at the same level as the pedestrians’ line of sight, so the advertising information can be transmitted to the audience at a close distance, achieving the maximum visibility opportunity.

Advantage 3: Huge advertising area, clear images, and long effective communication distance

Large-scale screen display is a prerequisite for the effective dissemination of advertising information. Large advertising screens can bring powerful visual impact. The painting area on a single-decker is more than 30 square meters, and on a double-decker it is more than 70 square meters, making it a giant mobile billboard. During the field measurement, a precise laser rangefinder was used and the maximum effective viewing distance of vehicle body advertisements reached 70-75 meters, and even 100 meters for double-decker vehicles, forming a wide effective viewing area. Because the advertising screen is so huge, it can still be clearly seen from a small angle even when viewed from 30 meters away in bad weather. Even if it is more than 60 meters away, the larger advertising screen can still ensure that the information is clearly visible.

Advantage 4: Suitable for all kinds of product releases

Car body advertising is suitable for publishing advertising information in almost all industries. Our past clients include food, beverages, alcohol, health products, cosmetics, daily necessities, home appliances, pharmaceuticals, post and telecommunications, retail department stores, real estate, finance and securities, banking and insurance, home furnishing and building materials, clothing and accessories, office supplies, catering and entertainment, life services, catering, media, education and training, public service advertisements, etc. As vehicle body advertising becomes more and more mature, many clients who rarely used outdoor advertising in the past have also fully realized the advantages of vehicle body advertising.

At the same time, companies that previously positioned themselves as high-end brands have also quickly changed their views on car body advertising to seize market opportunities. It can be said that car body advertising has penetrated into various industries and has naturally integrated into all aspects of people's daily lives.

Advantage 5: High contact probability and stable contact frequency

According to a survey by ZenithOptimedia, the reach of outdoor media currently ranks second only to television media.

Car body advertising is the outdoor advertising media with the greatest visibility opportunities. The average operating distance of a bus is about 13 km. Calculated based on the actual visible range of the body advertisement, a single bus can cover an average area of ​​0.3 square kilometers. The average number of operations per day is 10, and the average daily contact number of people is more than 87,000. If calculated based on a three-month release time, the effective OTS can reach 7.8 million people (taking Shanghai as an example). The number of advertisements released, as well as differences in geographical environment, urban area, etc., will result in differences in the frequency of contact in different cities. Based on a monthly release scale of 15 vehicles, it can basically guarantee a contact frequency of more than twice a week in the target area. Based on this, over a three-month release period, the total contact frequency in the target area can reach more than 24 times, which is sufficient to ensure their impression of the advertisement. Through strategic media arrangement and distribution, outdoor advertising can create an ideal reach.

Advantage 6: Strong geographical targeting

The mobility of vehicle body media enables it to disseminate advertising information in a targeted manner close to specific locations, thus achieving advertising goals. At the same time, bus media lines intersect to form a network, covering all areas of the city, bringing a wide advertising coverage range and reaching the target population completely and effectively. For example, high-end products and luxury goods can be targeted through business districts and high-end residential areas; mobile phones and IT computer products can be sold through computer and mobile phone hypermarkets; medicines can be sold through pharmacies and hospitals; fast-moving consumer goods can be sold through hypermarkets, supermarkets, and convenience stores; clothing can be sold through department stores and clothing stores; home furnishing and building materials products can be sold through home furnishing stores, building materials specialty streets, chain sales outlets, and so on. When selecting routes, according to the client's products, you can appropriately choose routes that pass through commercial areas, business districts, main roads, characteristic streets, residential areas, high-end residential areas, university areas, etc., so as to maximize the delivery of advertising information to target consumers.

Advantage 7: Lower cost per thousand (CPM)

According to statistics from Quark Market Research, among the mainstream media in the country, magazines have the highest average cost per thousand at 20.8 yuan, followed by TV ads at 20.64 yuan, newspaper ads at 10.28 yuan, radio ads at 4.43 yuan, and car body ads at 1.19 yuan. Therefore, among all media, car body advertising has the lowest average cost per thousand and is the most competitive.

Advantage 8: Perfect coordination of advertising strategies

1. Coordination with advertising purposes

The purpose of car body advertising is generally very clear, which can be summarized into the following four points:

1. Take brand image as the main purpose.

2. The main purpose is to promote the product.

3. The main purpose is to cooperate with TV commercials.

4. The main purpose is to cooperate with product promotion.

2. Coordination of advertising strategies

Effectively cooperate with radio media in advertising implementation (high-altitude + ground advertising delivery model). For products that advertise in national media, car body advertising can help them implement advertising information in various regions. The advertising effect of combined media is far greater than that of single media. There is radio media coverage (TV) in the sky and car body advertising on the ground. At the same time, it can be connected to terminal sales points (stores, supermarkets, restaurants, hotels, etc.) to prompt consumers to buy in order to cooperate with local sales.

When the main image of the car body advertisement is the same as the main appeal point in the TV advertisement, the target audience can receive the TV advertisement in a strong interference environment, and then identify the brand through the car body advertisement, which can greatly enhance the effect of the TV advertisement.

3. Coordination of advertising schedule

1. Long-term vehicle body advertising is combined with intermittent TV advertising to achieve the goal of maintaining brand awareness in the long term.

2. In the absence of television advertising, intermittent vehicle body advertising is used to maintain product awareness.

3. Car body advertising is a continuation of TV advertising, extending product awareness for the longest time at the lowest cost.

4. Long-term television advertising and vehicle body advertising are superimposed and launched simultaneously in order to achieve the maximum advertising effect within a certain period of time.

Advantage 9: Consumers have a close relationship with car body advertising

According to CMMS2003 (Autumn) statistics, among the media exposure habits of ordinary residents in 30 cities across the country, 93% watched TV yesterday, 66% saw car body advertisements in the past week, 57% read newspapers yesterday, and 24% listened to the radio yesterday. In other words, car body advertisements are the advertising media that ordinary consumers are most exposed to besides TV.

Among all forms of outdoor advertising that consumers have come into contact with in the past week, car body advertising was the most common, accounting for 66%, followed by bus shelters at 50% and rooftop billboards at 44%. In addition to walking, 74% of consumers used buses as their main means of transportation in the past month, followed by bicycles at 47%. At the same time, consumers take the bus very frequently, an average of 20 times and 16 hours per month.

In terms of life attitude, 65% of consumers like to use products containing natural ingredients, 52% believe that advertising is indispensable in life, and 53% of consumers like the pursuit of personalization. At the same time, when encountering commercials while watching TV, 46% of consumers will change channels, thus wasting a lot of advertising fees for advertisers (half of your advertising fees are actually wasted here – on the TV channel changing rate).

In addition, 42% of consumers pay close attention to outdoor advertising. Changes in modern lifestyles and increased time spent outdoors have fundamentally altered consumers' media exposure habits and methods. The main time period for consumers to watch TV is from 18:00 to 23:00 in the evening, among which 19:00 to 22:00 is the prime time. A total of 3-4 hours. At the same time, during the 12 hours from 06:00 to 18:00, the proportion of consumers watching TV does not exceed 13%.

Consumers’ main outdoor time periods are usually between 7:00-9:00 in the morning and 16:00-19:00 in the afternoon, which are the peak hours for commuting, totaling 4-5 hours, which can perfectly complement television media. During the 13-hour period from 06:00 to 19:00, the proportion of consumers outdoors is at least 14%, which is in sharp contrast to the idle time when people are watching TV. At this time, outdoor car body advertising can reach target consumers more than twice a day around the clock.

In addition, consumers usually read newspapers in three time periods: before and after work, during lunch break, and before and after dinner, and the highest proportion does not exceed 7%, which is relatively low.

Advantage 10: The latest survey results are encouraging

According to the latest research results of Zenith Media, the recognition rate of outdoor advertising after being prompted is the highest for car body advertising at 38%, followed by bus shelter advertising at 23%, big billboard advertising at 14%, and subway advertising at 9%. At the same time, 81% of people have fixed walking routes every week, and they walk along the fixed routes an average of 9.4 times a week, and the main means of transportation they use is still buses.

MPI (Media Pioneer) recently conducted digital camera measurements on all bus routes in some major cities. Through post-image processing and data statistics, it obtained the total number of people that the body advertisements can reach during the operation of each bus route (OTS/Reach). At the same time, through further research on the diary retention method of the fixed sample group, it obtained the average contact frequency (Frequency) of the body advertisements, and finally obtained the total gross rating point (GRP) of the body advertisements. This innovative research in the history of China's outdoor advertising has greatly promoted the standardization and scientificization of outdoor advertising research.

Advantage 11: High recognition rate and acceptance frequency

In cities with a large population where bus body advertisements are placed, 89% of the population are exposed to the advertisement within 30 days, with an average reception frequency of 31 times, based on 100 display points.

Advantage 12: It has a prompting (reminder) function

Bus advertising is often used to transmit advertising information to people when they are out and about to make a purchase. There are more and more office workers and the pace of life is accelerating. However, it is impossible to make a satisfactory choice among the dazzling array of goods in a short period of time. Bus body advertisements, which are rumbling on the street on the way to buy, can be very effective in prompting and reminding customers of upcoming purchases, either by directly guiding purchases or by serving as brand reminders.

Advantage 13: Low investment, good results

For advertisers, the average daily cost of bus body advertising is very cheap. The money spent on a whole bus advertisement can buy less than 1 second of advertising on TV, and can only buy more than ten words in the newspaper. It has great flexibility and advantages in release time and price.

Advantage 14: Advertising lasts a long time

Bus advertisements are placed in relatively fixed public spaces. This advantage is exclusive to bus media and does not take into account the release of other information. Bus body advertisements are not like television, newspapers, etc., which must devote most of their time or space to non-essential content. Therefore, bus advertisements can have a considerable amount of time to exclusively release a certain message. Due to the need to travel, people constantly go back and forth in front of the same advertisement and frequently receive information from the advertisements. Over the years, this will leave a very deep impression.

Advantage 15: Strong flexibility

Bus advertisements are selectively released in corresponding bus environments according to the functionality of the content they promote. This flexibility helps advertisers to carry out targeted promotions and achieve greater practical effects with the same or even less advertising costs. Other mass media are limited by time periods, layouts, or space, etc., making it difficult for them to make such highly targeted market choices.

Advantage 16: Popular publicity media

Bus advertising is a popular propaganda medium. Its information is directed to the entire market, and the audience is not restricted by conditions such as social class and economic status. Other media can only be seen by people who have television and leisure time, while only those who are educated and subscribe to newspapers can read newspaper advertisements. Bus body advertising However, almost everyone, no matter who he is, whether he does it intentionally or not, will inevitably be exposed to the messages sent by bus advertising to a greater or lesser extent as long as he goes outdoors. This is a major feature that makes bus advertising superior to other media advertising.

Advantage 17: Certain environmental beautification effect

A bus advertisement is actually a large picture, which is designed by designers and carefully crafted by production staff. It has beauty in composition, shape and color, which is incomparable to newspapers and other media. Moreover, in order to be eye-catching, most advertisements are brightly colored and have a strong sense of form. Unlike ordinary paintings, in order to arouse people's desire to buy, bus body advertisements pay special attention to giving people a sense of intimacy when considering the color of the picture, making people feel pleasing to the eye and willing to take a few more glances.

These colorful advertising images make the city streets full of vibrant life and play a certain role in beautifying the city's environment. This decorative effect on the environment enables people to naturally accept the messages conveyed by the advertisements in a relaxed and happy mood of appreciating art.