Proximity Bus

Supersides reach a wide audience in the proximity of your brand on the high street to help drive spontaneous purchase, increase awareness in your brand’s sphere of influence and reach a massive pedestrian audience at the lowest pedestrian CPT on outdoor

Proximity Bus means Proximity Plus...

Movement
Stature
Personal
Pedestrian
Value

Proximity plus Movement:

Buses seek out an audience by driving up people’s streets, their local high streets, past the places they shop, eat, work, go to school and socialise.

This movement means Buses interact with people as they go about their lives. You don’t have to turn on, listen to or subscribe to anything to be exposed to Bus advertising and you don’t need to walk past one particular spot to see them like they would a static poster – buses cover off whole areas in a locality and they seek out pedestrians in the proximity of your brand.

We know that in London, on average, on any given Bus route, a bus runs every 6 minutes so on average a Bus will pass consumers on the high street once every 51 seconds.

Proximity plus Stature:

Enormous billboards, 20 ft long, held 10 ft high are not going to get lost amongst the clutter of the High Street.

Last year, we conducted a piece of research, The Road to Enlightenment, that looked at consumer perception of various outdoor formats and we found that Supersides were perceived as a better value format compared to actual ratecard values than other forms of Outdoor. And as buses are so interwoven with the community, this value positioning can give a big brand feel on a local level.

Proximity plus Personal:

77% of people say Buses are an important part of the local community, allowing you to reach a national audience with a local feel on their High Street. In fact research has shown that the medium gives the advertising an implicit approachability, and assumed local relevance. Even ads for big multinational brands such as Burger King are seen to indicate the presence of such an outlet nearby, in ‘our’ town, even when people were not familiar with its exact location (The Effectiveness of Bus Advertising, Robert Quayle).

Proximity plus Pedestrian:

Proximity Bus reaches more pedestrians than other Outdoor formats so you reach more mobile consumers who are able to spend spontaneously. Persuading a pedestrian to nip into a shop and make an impulse purchase is easier than persuading a motorist to stop, park and purchase. Supersides provide the highest pedestrian impacts of all Outdoor formats, double the next closest performing site type.

Proximity plus Value:

Proximity Bus delivers you a low pedestrian CPT which makes reaching spontaneous shoppers highly cost effective. On a national scale the pedestrian CPT for a Superside is about £2.17 compared to £3.41 for a proximity 6 sheet.

The huge numbers of buses in communities means consumers come into contact with bus advertising an average of 5 times everyday. So it comes as no surprise that 86% of people can spontaneously recall a bus ad they had seen recently. And 61% say they had followed it up in some way.

We know that people are spending more time out of home than ever before, in fact 51% more time than 10 years ago, making Supersides an effective choice in terms of cost and reaching the masses.