Public transport offers a unique and effective opportunity for businesses to reach a wide and varied audience. By advertising on public transport, businesses can capture the attention of both locals and visitors who use buses, trains and trams on a daily basis. It is a strategy that not only increases visibility, but also allows for close and regular contact with potential customers on their way through the city. But how does this form of advertising actually work? What are the benefits, and what does it cost to be visible on public transport?

How does advertising in public transport work?

Public transport advertising can be in the form of advertisements on buses, trains, subways, commuter trains, trams, central stations and bus stops. These ads can be in different formats such as digital screens, known as Digital Out of Home Advertising (DOOH), or posters known as Out of Home Advertising (OOH). 

There are usually two main types of advertising in public transport:

• Stationary advertising: This type of advertising is most often found at bus stops and stations. It can be posters or digital screens and this type of advertising is visible to anyone passing through the stop or station.
• Mobile advertising: Mobile advertising campaigns mean that the advertisement is placed on the means of transport itself, such as buses, trains and subways. These ads can be either on the outside of the vehicles or inside them, thus reaching those who are at the location of the vehicle.

You may want to know that there are special rules for specific industries such as gambling companies, companies selling alcohol or products containing nicotine. 

To buy an advertising campaign on public transport, you can contact the retailer directly, but many advertisers work with media agencies who are used to and experienced buyers of media space. A media agency can help with media strategy, negotiating prices, booking and monitoring the campaign. 

By buying public transport outdoor campaigns programmatically, you as an advertiser can get hand-picked digital screens from multiple publishers, which is unique to the programmatic buying approach. The advantage of this is that you can "own" a space with your message. 

How much does advertising on public transport cost?

The price of public transport advertising varies depending on several factors: where the ad is to be placed, whether specific targeting is desired, and the length of the campaign. Appearing in high-traffic locations, such as in big cities or at hubs, often comes with a higher price than appearing in smaller locations. In addition, format and frequency affect the cost.

Are you curious about what suits your business, or do you have questions about how to reach out through public transport? Please contact us for more information!