CMDC Media Digest, 2015-2016

OUT OF HOME TRANSIT Transit advertising encompasses all advertising found in and on transit vehicles in Canada The category includes everything from taxi headrests and interior cards in buses to subway stations and wrapped commuter trains Unlike traditional out of home there is no industry body that audits circulations and develops reach frequency models for transit although there are circulation and reach frequency models available Transit advertising is divided into two groups interior and exterior Interior refers to advertising that is inside a transit location bus subway car subway platform commuter train while exterior advertising is anything on the outside of vehicles Exposure models for the two types are very different Interior transit circulations are generally determined by passenger counts provided by the transit authority These counts tend to be system wide rather than specific to a particular route line or station Using these counts and a factor of likelihood of exposure a model has been developed to determine GRPs Space is generally sold on a GRP basis or by showing percentage of transit vehicles in which the advertising unit appears However specific locations sites stations and cars can also be purchased Exterior transit is also sold on a GRP basis using estimated impressions These are calculated using a model that incorporates traffic counts and distance travelled by the vehicle Transit has a number of different formats available that have for the most part been standardized across the country Digital advertising has not made huge in roads in the transit environment however it is beginning to see some new additions in some metro markets such as station platform units in Toronto and Vancouver These markets have digital units on platforms that are used to disseminate information to commuters as well as carry advertising and news content Also some station posters have been modified to accommodate digital display advertising for multiple executions using the same unit face In addition Montreal has added a network on digital boards in several main stations EXTERIOR Seventy Posters are 21 x 70 posters in aluminum frames attached to the sides and rears of buses These are the most widely available units King Posters are 30 x 139 posters in aluminum frames attached to the sides of buses There are some variations of this format available in select markets Full Wraps Bus Murals Bus Backs are vinyl coverings of all or part of transit buses The vinyl covering can be applied to all sides of the vehicle with the exception of the front The minimum campaign length varies by market with smaller markets requiring a larger commitment Full wraps as the name suggests cover both sides and the back of the vehicle bus backs cover only the back of the vehicle and bus murals cover only the drivers side In some cases interior cards are included in this purchase INTERIOR Transit Posters are a horizontal format found inside 150 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL