Bus AdvertisingBe big, be bold, be seen

This CBS Outdoor presentation is exclusively for Mansfield BID members only.

Benefits of Outdoor• 70:30 split between time spent out-of-home and in-home• Widely distributed, reaching a large audience• The only significant advertising options on the high street

– Buses cross the city centre 15 times a day, covering over 1,100 km per week

• Cost-effectively build coverage and frequency

You don't have to "turn it on", "tune in", "dial it up" or "turn over the page" to see it…..IT’S ALWAYS ON

Growing audience Always On You can’t miss it

Buses are valued and part of the community

“They bring people into

the community.”

“There’s always a bus, isn’t there, everywhere you

go.”

“Whether you’re on it or behind it, or see it alongside

you, or have to cross the road in

front of it, it is interacting in your

life.”

“If the bus is travelling around, it gets you

wider publicity, getting more people to

notice.”

“The bus is public transport, so an

advert on a bus is like a public advert

for everybody.”

Sources: Robert Quayle Qualitative Study, Road to Enlightenment Study

74% of people in the regions agree that buses are an important part of the community, giving businesses who

advertise on buses a positive relationship with the local population

Buses are valued and part of the community

More movement, more interaction

Your product

Your consumersYour ads

“A Bus is a moving advertising board, it travels across town, so loads of

people will see it.”

“Why wait for the customers to come to your advert when your

advert can come to them? Mobile media

will reach more people than static forms.”

Source: RQQR, Road to Enlightenment (Q Media)

Town centresocialisers

Shoppers

School run

Lunch

Impulseshoppers

School run

Commuters Commuters

6am 9am 12pm 3pm 6pm 9pm

…throughout the day

Buses reach people…

Advertising revenue

This helps make theservice more profitable

CBSO give back part of allcampaign revenue to local

bus operator

Supporting your transport network

Sustainable Public Transport - good for your environment

We are supporting Public Transport by providing 6% - 10% of bus company profits

7

These are the towns/villages that the bus fleet covers. The fleet size is 66 buses in total.

Alfreton, Bilsthorpe, Blidworth, Bolsover, Boughton, Chesterfield, Clipstone, Clowne, Eakring, Eckington, Edingley, Edwinstowe, Farnsfield, Forest Town, Glapwell, Halam, Heath, Huthwaite, Kelham, Langwith, Manor Top, Mansfield, Meden Vale, Mosborough, Newark, New Houghton, Newton Green, Nottingham, Ollerton, Pleasley, Rainworth, Ravenshead, Renishaw, Rolleston, Scarcliffe, Sheffield, Shirebrook, Shuttlewood, Southwell, Stanfree, Sutton in Ashfield, Temple Normanton, Walesby, Warsop, Wellow, Woodhouse,

Bus fleet – Stagecoach LincolnBus fleet size – 91 (Single Deckers – 51, Double Deckers – 40)

Your campaigns will go through the following area’s;

Aubourn, Barkston, Bassingham, Belton, Birchwood, Blankney, Boothby Graffoe, Bracebridge Heath, Branston, Branston Booths, Cabourne, Caistor, Carlton le Moorland, Caythorpe, Cherry Willingham, Cleethorpes, Coleby, Cranwell, Digby, Dorrington, Dunholme, Dunston, East Barwith, Faldingworth, Fillingham, Fiskerton, Glentham, Grantham, Grimblethorpe, Grimsby, Hagworthingham, Hartsholme, Heighington, Hemswell, Honington, Horncastle, Ingham, Kirton, Laceby, Leadenham, Lincoln, Louth, Market Rasen, Metheringham, Middle Rasen, Naveby, Nettleham, Nocton, Normanton, North Hykeham, Potterhamworth, Reepham, Ruskington, Scampton, Scotter, Scotthern, Scunthorpe, Skegness, Skellingthorpe, Sleaford, South Willingham, Sudbrooke, Swinderby, Syston, Waddington, Washingborough, Welbourn, Wellingore, Welton, Wragby.

Gravitational Pull Map - Mansfield

Rears

Audience – target and have a conversation with motorists and passengers in their personal spaceDwell time – average 48 seconds exposure to the message giving consumers longer to absorb the adCall to action – extended exposure encourages direct response and time to remember detailsCoverage – presence in every town, covering urban and suburban areasValue – lower cost per site providing great value for moneyFlexible – buy where you want a presence, whether that’s a TV region, city, conurbation or bus depot area

Type 4 week campaign Total Cost inc Production Cost

Bus Rears x13 (20% of fleet)

£132 per panel (RRP £193)

£2,098 (saving £793)

Streetliners

Seen - 74% of consumers regularly see Streetliners (COTM)

Audience – target and grab the attention of shoppers, commuters, students and leisure-seekers as they walk or drive pastProximity - prompt impulse purchases on the high streetCoverage – presence in every town, covering both urban and suburban areasValue – lower cost per site providing great value for moneyFlexible – buy where you want a presence, whether that’s a TV region, city, conurbation or bus depot area

Type 4 week campaign Total Cost inc Production Cost

Streetliner x13 (20% of fleet)

£139 per panel (RRP £204)

£2,424 (saving £845)

Supersides

Positioning – placed on double decks, Supersides reach above the clutter of the high street and demand attention from pedestrians and motoristsAudience – target and catch the attention of pedestriansFrequency – high proposition of sites in condensed city centres, making sure ads are seen more often by consumersProximity – high street presence to prompt impulse purchases on the high streetEffective – 4 times more effective than a point of sale 6 SheetFlexible – buy where you want a presence, whether that’s a TV region or conurbation

Type 4 week campaign Total Cost inc Production Cost

Supersides x 9 (100% of fleet)

£421 per panel (RRP £618)

£4,521 (saving £1,773)

Passenger

PanelsSeen – 11.7m people see interior bus advertising each week (TGI)

Audience – target and communicate with shoppers, young people, older demographics and commuters as they travel around UK citiesDwell time – average bus journey lasts around 30 minutes, giving captive consumers longer to absorb the adCall to action – extended exposure encourages direct response and time to jot down details of the advertValue – lower cost per site providing great value for moneyFlexible – buy where you want a presence, whether that’s a TV region, city, conurbation or bus depot area

Type 4 week campaign Total Cost inc Production Cost

PP basic x76 (50% of fleet)

£17.45 per panel (RRP £22)

£1,722 (saving £345.80)

PP XL x76 (50% of fleet) £30.72 per panel (RRP £55)

£2,779 (saving £1,845.28)

Mega Rears

Size – big, bold format making your brand unmissable and memorableAudience – target and grab the attention of motorists and pedestriansBrand Building – perfect for impact adverts on the high streetDwell time – average 48 seconds exposure to the message giving consumers longer to absorb the adCall to action – extended exposure encourages direct response and time to embed the advert details in the consumers memory

Type 4 week campaign Total Cost inc Production Cost

Mega Rear Single Decker x1

£1,180 per bus (RRP £2,360)

£2,480 (saving £1,180)

Mega Rear Double Decker x1

£1,623 per bus (RRP £3,246)

£3,423 (saving £1,623)

Streetliners

No. of sites 10 30 8 15 30

Duration 26 weeks 26 weeks 52 weeks 52 weeks 52 weeks

Media Rate Card

£13,260 £39,780 £21,216 £39,780 £79,560

CBSO Local Deal

£3,120 £7,995 £4,680 £7,995 £15,210

Price per site per 4 weeks

£48 £41 £45 £41 £39

Copy ChangesEvery 3 months

Every 3 months

Every 3 months

Every 3 months

Every 3 months

Production £973 £2,076 £1,542 £2,468 £4,152

Total Cost £4,093 £10,071 £6,222 £10,463 £19,362

Cost per week inc

Production £157.42 £387.35 £119.65 £201.21 £372.35

Cost per week per Bus inc Production

£15.74 £12.91 £14.96 £13.41 £12.41

Streetliners from only £12(ish) per week

Bus Local Business Builder

Long Term

Campaign

Thank you for taking time to read my presentation. I hope it’s painted a picture for your advertising campaign.

Scott Marsh(07703) 716850Scott.marsh@cbsoutdoor.co.uk