Out of Home advertising (OOH) is part of the UK’s urban landscape. Located where audiences are they provide a cost effective way of reaching potential customers as they go about their day-to-day routines with real impact. Much of the time spent OOH is on public transport. This is particularly the case in urban areas where transport media can capitalise on captive audiences with long dwell times.
Transport advertising is not only viewed by transport users. Bus advertising, bus-stop advertising and taxi advertising are all forms of OOH seen by large numbers of people as they go about their daily business.
Transport media has also embraced digital out of home (DOOH) with some of the largest and highest impact DOOH screens available at rail stations, underground stations and airports. In these environments, you can engage with captive audiences who often have more time to interact with the DOOH sites.
London Underground advertising and Glasgow Underground advertising offer opportunities to target captive audiences with long dwell times. Tube advertising can make the most of having a busy and affluent audience in an enclosed space with time to engage as they travel or wait for their trains. Tube adverts can be more text heavy, particularly on cross track or train cards and typically drive high levels of response.
London Underground advertising is some of the most effective in the UK. More than 3.5million people use the underground every day and while the majority are from London many commuters come from further afield. The diversity of formats offered on London Underground advertising makes it a viable option for clients with most budget levels. Many clients use this as an alternative or complement to London TV, as the London Underground audience are light TV viewers and London TV campaigns can be prohibitively expensive. London Underground Advertising includes some of the most ambitious digital out of home (DOOH), which allows clients to access the audience on a granular basis.
Glasgow Underground advertising is a great way of reaching the young affluent audience in Scotland’s biggest city. Like London, there are lots of formats to choose from including DOOH, which all help make Glasgow tube advertising a popular choice.
Very few environments deliver a more affluent or captive audience that has so much time on its hands. Coupled with the fact that airports are very successful retail locations, this makes airport advertising key for many clients.
Well-placed airport advertising can give campaigns a global or region-wide reach for a relatively low budget. It also allows clients to target very high-end decision makers at large blue-chip companies.
Digital out of home (DOOH) is prevalent at airports. High dwell times allow the audience to interact with the DOOH screens and with the right application of our market leading software, we can make airport adverts relevant to flight times, destinations or the environment in real time.
Over 250 million passengers use UK airports (Heathrow is the 2nd busiest international airport in the world!) and airport audiences tend to be more upmarket and more affluent. There a 17 International airports in the UK with multiple opportunities to advertise to this lucrative audience.
The rail audience is growing rapidly, offering and slightly older and more upmarket audience than the more urban tube networks. Train advertising is growing in line with its audience and millions of pounds have been invested in improving the environment, including the OOH advertising.
More than 3.5 million people use the UK rail network each week and there are lots of choices you can use to reach them on OOH. All the classic outdoor advertising formats are available, from the 48-sheet to the 6-sheet, but also formats specific to this environment, such as ticket gates and rail cards. Digital out of Home (DOOH) is well established in train advertising and most of the main termini around the country have full motion ‘transvision’ screens showing content and adverts. Digital advertising screens are now ubiquitous across train stations while bespoke screens have been designed for specific stations. The screen at Waterloo, for example, is the largest indoor DOOH advertising screen in Europe. Train advertising is particularly effective in large urban areas where it can be difficult and time consuming to travel by car. Train advertising is also a relatively low cost way of giving your campaign national coverage.
There were over 1.66billion passenger journeys last year. London and the South-East account for nearly 70% of all journeys
Buses go where people go, making bus advertising some of the most effective in the UK. As well as taking messages into the heart of urban areas, bus advertising also works in more rural places that can be difficult to reach with other OOH formats.
Advertising on buses takes various forms. Here are the main formats:
Tsides: As the names suggests, this bus advertising is in the shape of a ‘T’ and is on the road-side of the bus. Tsides deliver very high cover and frequency among motorists and pedestrians alike.
Supersides: These bus advertising sites are long sites along the pavement-side of the bus. Supersides are particularly effective at reaching people while out shopping on the high street. They also offer clients more scope creatively to get their message across.
Rears: A small panel at the rear of the bus allows for an intimate message to be delivered to motorists that is literally in their face. This format also delivers coverage and frequency to a wider audience.
Streetliners: These sites are smaller than supersides and are found on the side of single-deck business, often servicing smaller towns and rural areas.
There were 5.2 billion passenger journeys last year. 30 million people have seen bus advertising in the last week alone
Shopping Centres and Retail
Shopping centres provide numerous opportunities right at the point of sale for advertisers to communicate with potential customers. There are over 300 shopping centre locations in the UK
OOH in shopping malls is very diverse and much of it is being converted from classic poster advertising to full-motion digital out of home (DOOH) which allows an even more relevant and immediate message. Lots of malls still contain 6-sheets but many larger ones are now almost fully digital. Messages can be placed in close proximity to retail outlets and mall audiences often have enough time to interact with the posters. Around £100 million pounds is spent in UK malls each week, making this environment one of the most valuable.
Point of Sale (POS) advertising at supermarkets is a well-established part of the OOH mix and almost exclusively used to promote products stocked in store. It is great for driving sales growth and maintaining good relationships between the supermarkets and the brands being advertised. DOOH is available at Tesco, which uses Clubcard data to make sure your DOOH advertising is showing on the screen directly outside the store at the times and days when most of your product is sold at these locations. POS 6-sheets are also available outside independent newsagents across the country.
Taxi advertising offers high levels of cover and frequency in many cities and is particularly effective in large cities. For example, taxi advertising is one of the most visible forms of OOH in the City of London and the West End. Both are very sought after areas and difficult to reach with other forms of advertising.
The main formats of taxi advertising are Fully Liveried Taxis, Taxi supersides and the inside Tip seats. Taxi advertising is going through rapid change as it embraces the opportunities afforded by digital out of home (DOOH). Some of the DOOH formats available on and in taxis include digital taxi tops and TV screens within taxis. Both these formats can be geo-targeted, showing adverts that are relevant to location of the taxi at a given time.
We are long experts in Transport advertising. In addition to these classic advertising billboards, the development of new OOH opportunities, different sized billboards, outdoor banners and impressive digital screens is changing the landscape in many UK cities. Clients can now use OOH to engage with audiences with a quality of impact that just wasn’t available a few years ago.
Contact us today to discuss your project.
Call us 0845 225 5555