According to the latest statistics from the UK Department for Transport, there were approximately 3.6 billion local bus passenger journeys in England. This equates to an average of about 9.9 million bus journeys per day.1
With impressive figures like this, bus shelter advertising is a powerful medium that helps businesses significantly increase brand awareness. Falling under the out-of-home (OOH) advertising umbrella, bus shelters provide a great opportunity to reach a broad spectrum of potential customers, especially in urban environments.
However, the real question is: Is bus shelter advertising the right choice for your small business? Let’s explore how this dynamic medium can work for you.
What is bus shelter advertising
Rather straightforward, bus shelter advertising involves placing ads on the sides of bus shelters, typically located in areas where pedestrians and commuters frequently pass. They form part of the street furniture category within out-of-home, which includes advertising on bus shelters, kiosks, and benches.
Generally, there are two types of bus shelter ads, static and digital:
Static: These are normally printed on 6-sheet posters, the standard size for bus shelters. This smaller size makes it easy to convey a clear and simple message.
Digital: Digital screens are used to display dynamic content, allowing businesses to adjust their ads at specific times of day or in particular weather conditions. The flexibility of digital screens allows ad space to be purchased on them in more flexible ways.
Whether you opt for static posters to deliver a bold, straightforward message or digital screens to tailor your campaign in real time, this advertising medium can adapt to the needs of your business.
Why use bus shelter advertising?
Bus shelter ads can be effective for small businesses aiming to boost foot traffic to their physical locations. They help drive actionable results by engaging a highly targeted local audience.
Besides this significant pull factor, here are a few more benefits small businesses can expect when opting for bus shelter advertising:
Proximity to the audience: One of the biggest benefits of bus shelter ads is that they are up close and personal. While some passersby traffic will walk or cycle past, for the most part, commuters will stand or sit right next to an ad.
Long dwell times for waiting commuters: Commuters, on average, spend between 5 and 15 minutes at bus shelters during peak commuting hours. 2 This long dwell time means that bus shelter ads often have a higher rate of exposure and impact when compared to other mediums.
24/7 exposure: Static bus shelter ads that are backlit make your ads visible at all hours of the day and night, maximising the overall impressions.
Affordable and accessible for small businesses: When looking at other traditional methods of advertising, bus shelter ads are an accessible and affordable option for small businesses looking to increase brand exposure and reach a wide audience.
Enhances brand recall: The repeated exposure that bus ads offer during commutes strengthens brand recognition and recall. According to 2022 stats, approximately 86% of bus passengers in the UK can recall ads they’ve seen on buses or at bus shelters. 3
It’s also important to note that, when paired with messages that resonate locally, like highlighting services tailored to nearby residents. Over time, this localised approach can reinforce your small business as a reliable, approachable resource within the community.
How to implement an effective bus shelter advertising campaign
When planning your bus shelter advertising campaign, there are several important factors to consider in order to create the most impactful campaign possible. Below, we share 5 strategies to keep top of mind when crafting your bus adverts:
Think about design: Your bus shelter ad needs to be visually striking and eye-catching which works to attract the attention of passersby.
Drive action: It’s crucial to include a strong call-to-action that encourages your audience to take action - like visiting your location or website.
Choose the right location: You need to select the right locations for your bus shelter ads based on areas your target market is likely to be.
Pair with digital: For greater reach and more impact, it’s important to use digital and social media channels to enhance your out-of-home advertising efforts.
Measure success: To measure the success of your bus shelter campaign, it’s vital to track certain metrics such as foot traffic, brand exposure, and direct engagement.
Creating an impactful bus shelter campaign means ensuring every detail aligns with your objectives. By leveraging these strategies—thoughtful design, actionable messaging, strategic placement, digital integration, and performance tracking—you can maximise your campaign's impact.
So, is bus shelter advertising right for your business?
Bus shelter advertising can be a powerful tool, but determining if it’s the right fit requires a thoughtful approach. Start by asking yourself:
Am I targeting a specific local audience?
Is my primary goal to build brand awareness or drive foot traffic?
Does my advertising budget align with the cost of bus shelter placements?
If you answered yes to these questions, bus shelter advertising might be the ideal solution to amplify your business’s visibility and drive in-store foot traffic.
At Alight, our team is here to guide you through every step of the process. From evaluating whether this medium aligns with your goals to designing and executing an effective campaign, we ensure your message resonates and delivers results. Let us help bring your vision to life and position your business as a community go-to.
Ready to grow your brand? Contact us today and together let’s create an effective and impactful campaign in your local community.
Sources:
1 Annual bus statistics: year ending March 2024 (revised)
2 Travel in London 2023 Trends in public transport demand and operational performance
3 The Ultimate List of Transit Advertising Stats & Facts 2022