How Effective Are Bus Stop Advertising Campaigns with OOH Audiences?

Bus stop advertising is a type of OOH campaign that can be highly effective and connect with an audience. In addition, audience reach for bus stop advertising campaigns is typically high. According to the UK Government Department of Transport, the number of local bus passenger journeys made in England in the year ending March 2023 was 3.4 billion.  

At Drovo Media, we are a transit media business providing advertising in the form of our taxi wraps and on-vehicle digital advertising screens. Our team have a profound understanding of the transit media space and different types of transit media. 

So, let’s go ahead with our insights and thoughts on how effective bus stop advertising campaigns are with OOH audiences.

The History of Bus Stop Advertising

Bus stop advertising is a pretty cool idea, but who saw the gap in the market for it and where did it all start? The answer lies with Jean Claude Decaux – founder of the world famous JCDeceaux firm and an OOH advertising pioneer. 

Bus stop advertising was invented by Jean Claude Decaux when he spotted its potential. Prior to JCDecaux, there weren’t any bus shelters in France, and he set about offering to build and maintain and clean bus stops and shelters in return for being allowed to use them for free advertising space. Lyon received the first JCDeceaux bus shelter back in 1964.

The Digital Revolution has its early roots in the 1980s. The digital age is here to stay and digital displays are part and parcel of today’s advertising industry.  However, digital bus stop displays did not come on the scene until the 2000s. 

Digital bus stop displays often show interesting images in high resolution and rotate, hence you can see multiple different ads in the space of a few minutes. But bus stop advertisements aren’t mobile and don’t move with your audience like transit ads.

An advantage of the car top digital advertising screens that we offer alongside taxi campaigns at Drovo is not only that they move with audiences, but also that they are able to hyper target defined target audiences more effectively in specific local areas thanks to the tracking capabilities we have for drivers in our campaigns.

At Drovo, the shadowfencing technology for our campaign vehicles means that ads will simultaneously appear on the mobile or apps of people in close proximity to the taxi or vehicle bearing the advertisement. 

Does the way that Drovo provides a bridge between Out-of-Home and digital advertising interest you? Get in touch to add the shadowfencing feature to your taxi advertising campaigns.

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Striving to make a genuine impact on OOH audiences? Taxi advertising campaigns with Drovo are the solution.

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Bus Stop Advertising Costs 

How much does bus stop advertising cost? Well, that depends on several factors… 

Duration

Firstly, the duration. How many weeks or months do you want to run a bus stop advertising campaign? The duration of a bus stop campaign will have a significant impact on the overall cost, with longer campaigns costing you more. There may be valid reasons behind why you want to run a shorter or longer campaign. 

Location

The location of a bus stop will also contribute to the pricing of bus stop advertising. More expensive bus stop advertisements will be at locations with high footfalls that are able to generate higher on-street impressions. 

Running ads at bus stops in central London for example will be considerably more pricey compared to elsewhere. Taxi campaigns on custom-made routes in central London with Drovo however maximise your exposure to inner London audiences at a fraction of the cost. 

The benefit of running on-vehicle campaigns with Drovo is that it means you can have Out-of-Home ads in a variety of different locations using geotargeting, even if they are a great distance apart, as opposed to just one or a handful of bus stop advertisements. 

Moving with your audience with Drovo’s network of carbon-neutral transit media is an ideal option for your OOH taxi campaigns.

The Pros of Bus Stop Advertising 

What are the upsides and benefits of bus stop advertising? Here we take a closer look.

The Potential Impact of Bus Stop Ads on Audiences

Get it right and come up with creative bus stop advertising campaigns, and you stand a chance of having a real impact on your audience. Creative ideas go a long way in sprucing up bus shelters and making campaigns both interesting and memorable for consumers. All the sophisticated digital screens around today make bus stop advertisements all the more compelling and eyecatching.

A good example of an OOH bus stop advertising campaign that had a high impact was the Ikea 2018 campaign where the brand transformed bus shelters into comfy living rooms. This was done by changing bus shelter benches into plush outdoor sofas to ‘make commuters feel at home’, and promote Ikea by further raising brand awareness. 

At Drovo, we run Out-of-Home campaign events that have a real impact on audiences. Want to get an audience more excited and hyped about your brand at a specific location? Perhaps you are opening a new store or launching a new product soon? At Drovo, we run targeted taxi swarm domination events from 2-8 hours + in duration concentrated in local areas where you want your brand to stand out.

Check out how a taxi swarm we ran in Manchester in the video below. 

Run Several Ads At a Time

Digital bus stop screens are conveniently able to rotate between ads. The benefit of this is that it allows you to run several different bus stop advertisements at a time for your brand at the same bus stop. Is the bus stop at a particular prime location? If so, running several ads there at a time could be a good idea. 

Connect With People From All Walks of Life

All members of the public from all backgrounds will pass by bus stop advertisements at some point, including motorists, shoppers, commuters, kids on their way to school, parents, the elderly, that’s right, everyone and anyone! 

Therefore, another perk of bus stop advertisements is your ability to use them to connect with consumers from all walks of life. Bus Stop advertising can be useful if you intend to raise brand awareness by running above the line advertising campaigns aimed at a mass audience.

The Cons of Bus Stop Advertising 

Now we have weighed up the advantages of OOH bus stop advertising campaigns, let’s consider its drawbacks. 

Bus Stop Advertising Isn’t Mobile Like On-vehicle Advertising

Bus stop advertisements are fixed to one bus stop location-wise, whereas on-vehicle advertisements like the taxi campaigns we offer at Drovo are mobile. This lack of mobility and dynamism is a drawback of bus stop advertising. 

The benefits of transit media are higher impressions and being able to generate brand awareness in all the nooks and crannies of residential areas. After all, not every street is on a bus root in urban areas! With Drovo’s tailor-made tracked taxi campaigns, our drivers go anywhere and everywhere with your audience, without such limitations. 
At Drovo, we firmly believe in sustainable advertising, hence we carbon offset all campaign emissions with our partner Furthr and using our proprietary vehicle tracking dashboard. Not only this, but we also encourage the adoption of electric vehicles by paying electric vehicle drivers more! 

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We offer taxi advertising campaigns in UK cities.

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Overly Generic Audience Targeting  

Another potential shortcoming of bus stop advertising is its limitations when it comes to highly targeted campaigns hoping to connect with a small group in a specific location. Bus stop ads can be an overly generic approach which leads to a lack of focus in campaigns. 

Want to put better targeted taxi campaigns on the streets of UK cities? We are here to help you at Drovo. We run sustainable taxi campaigns in 14 UK cities, and we are able to leverage the pioneering proprietary vehicle tracking dashboard we have to enhance the targeting capabilities of your taxi campaigns.

The Price of Bus Stop Ads

Another con is that bus stop advertising is not necessarily cheap, especially if you are hoping to run a longer duration campaign that lasts a few months. How you view the cost-effectiveness of bus stop advertising will depend on your overall budget.  

How Can You Measure Bus Stop Advertising Campaigns? 

Measuring the performance of Out-of-Home bus stop advertising campaigns is vital, you want to be able to assess how effective they are and the impact they are having. In reality, measuring the impact of bus stop advertising OOG campaigns is pretty difficult.

However, the innovative live dashboard feature we have created at Drovo means you are able to see real time data and stats daily relating to the performance of your taxi campaigns, such as impressions and distance covered by each vehicle. Want to reap the benefits of having more transparency over your Out-of-Home ads? Go with Drovo.

What Is Street Furniture Advertising? 

Bus stops and shelters are a type of ‘street furniture’ media. But what is street furniture advertising? Street furniture is when urban objects are used for advertisement campaigns. 

One of the advantages of street furniture campaigns for brand awareness and impact is not only that they integrate advertising into everyday objects for city residents, but also that street furniture is usually conveniently positioned at eye level. This means that the public shouldn’t miss your advertisements. 

Examples of street furniture  

Examples of street furniture used for street furniture advertising campaigns (aside from bus stops and shelters) include

  • Benches 
  • Telephone boxes 
  • Street bollards 
  • Information boards
  • Shopfronts and shop shutters
  • Public toilet advertisements 

You should now know a bit more about the effectiveness of bus stop advertisements and how they can impact OOH audiences. Are you attracted by the idea of using Drovo’s measurable transit media on-vehicle advertising service to rocket launch your OOH campaigns? Get in touch.

Interested in taxi advertising campaigns with Drovo?

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