Bus bench advertising offers a range of benefits for small business owners.
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But at the same time, it has significant limitations – some of which can make it an inappropriate advertising medium for certain products or marketing strategies.
The time to understand the benefits and drawbacks of bus bench advertising is before you've spent a bunch of cash on an ineffective campaign. But don't worry, we've got your back with our list of the pros and cons of bus bench advertising.
The PROs of Bus Bench Advertising
- Affordability. The cost effectiveness of bus bench advertising is at the top of the pro column. Compared to other forms of advertising, cost per ad is pennies on the dollar. Just make sure to buy enough locations and ad time to make a difference.
- Street-level placement. Bench ads are located at street level, making them ideal advertising mediums for both pedestrians and drivers in urban centers.
- Geographic targeting. Unlike print or broadcast advertising, bench advertising can be targeted to specific geographic areas. Subsequently, geographic targeting can be used as the basis for targeting B2B or consumer demographics based on the bus ridership and foot traffic.
- Route-based repetition. Ads that are located on a stationary bench leverage the power of repetition for people who pass by them one or more times in their daily routines.
- 24/7 coverage. Like billboards, bench ads work for your business around the clock. Combined with multiple ad placements, they significantly improve your 24/7 marketing potential.
The CONs of Bus Bench Advertising
- Space limitations. Bus bench advertising drastically reduces the amount of space you have to communicate your message. If it's not short, sweet and appealing it won't be effective.
- Quick viewing. Drivers (and even pedestrians) may only see your ad for a few seconds. Designing ads that can make an impact in a heartbeat can be a challenge.
- Zero differentiation. The space limitations of bench ads make it extremely difficult to differentiate your products unless they are coordinated with a larger marketing campaign.