burlington - Lamar Advertising

Transcription

BURLINGTON, ON
TRANSIT MEDIA GUIDE
//////////////////////////////////
| BURLINGTON
WHY LAMAR TRANSIT ADVERTISING?
BURLINGTON IS CANADA’S #1
MID-SIZED CITY.
Transit advertising comes in a variety of formats and sizes, both
high impact and traditonal, ensuring the best representation of your
product or service. Given the vast population in Burlington, affluent
demographic, high household income and heavy assortment of
busy decision makers. You simply can’t argue the importance of
transit to your marketing mix.
Whether you are considering a short term or an annual campaign,
transit advertising is the most cost effective choice reaching more
customers at a lower CPM than any other out of home advertising
option.
GREAT FOR BRANDING
Transit advertising delivers a unique brand
experience to consumers, unparalled by any other
media buy.
Achieve high campaign awareness and ad recall by
bringing your message to the streets where a
captive audience lives, works, and plays.
Strategically running through city centers and
downtown areas, your advertisement has excellent
exposure to pedestrian and vehicular traffic.
//////////////////////////////////////////////////////////////////////////////////
ADVERTISERS SAY THAT WHEN THEY USE
TRANSIT IN THEIR MEDIA MIX, THE BUY FEELS
MUCH “BIGGER” THAN THE ACTUAL SPEND
| BURLINGTON | 3400 Ridgeway Drive, Unit #2 | Mississauga, ON L5L 0A2 | PH: 905.364.2200 | FX: 905.364.2201 | lamar.com /Ontario
BURLINGTON, ON | MARKET PROFILE
AVAILABLE TRANSIT PRODUCTS IN BURLINGTON:
BUS
POPULATION:
PRIVATE DWELLINGS: 69,813
175,779
48.1% MALE
15-24 y/o 12.0%
25-34 y/o 11.4%
35-44 y/o 14.4%
ACTIVE TIME SPENT OUT OF HOME
TIME SPENT OUT OF HOME
BY GENDER
MALES SPEND 56%
BY AGE GROUP
12-17 y/o 55%
18-34 y/o 56%
FEMALES SPEND 49%
35-54 y/o 52%
55-64 y/o 47%
CANADIANS SPEND ALMOST 40%
OF THEIR TIME OUT OF HOME
ON WEEKENDS
AVERAGE FAMILY SIZE: 2.9 People
51.9% FEMALE
AVERAGE RIDERSHIP (ANNUAL) = 2.2 Million
45-54 y/o 15.9%
55-64 y/o 12.4%
65 & older 16.9%
56%
AVERAGE HOUSEHOLD INCOME: $74,969
OF THE TORONTO CMA SPENT
30 MINUTES OR MORE
COMMUTING TO WORK EACH DAY
EVENTS & ATTRACTIONS
HIGHER EDUCATION
SOUND OF MUSIC
CANADA DAY
BURLINGTON FARMER’S MARKET
CHILDRENS FESTIVAL
CHRISTMAS PARADE
FESTIVAL OF LIGHTS
NEW YEARS CELEBRATIONS
Balnea Institute
Burlington Art Centre | Joseph Brant Museums |
Joseph Brant Memorial Hospital
Burlington Natural Health Centre
Halton Family Health Centre
Community Health Centres of Burlington
Ireland House | Royal Botanical Gardens | Rock
Garden | City View Park | Central Park | The Water
Front | Fansley Woods Community Centre | Brant
HBI College
Charles Stuart University
Trillium College
HOSPITALS
Hills Community Centre | Burlington Mall
Mapleview Shopping Centre | Burlington Performing
Arts Centre
SPORTS
Burlington Stampeders | Burlington Bulls |
Burlington Bandits | Burlington Amateaur
Sports League | Burlington Tennis Club |
Tuganda Golf Course | Burloak Sports
Centre
SOURCES: MISSISSAUGA.CA, CENSUS OF CANADA, A DAY IN THE LIFE I & II
ARBITRON 2013 OUT-OF-HOME ADVERTISING STUDY
Arbitron's Out-of-Home Advertising Study is a national survey of
residents to uncover the size and composition of the Out-of-Home
audience, the viewership of outdoor ads, and how Out-of-Home ads
affect purchasing decisions.
30%
34%
MEDIUM
TRAVELERS
HEAVY
TRAVELERS
HOW DO PEOPLE GET AROUND?
87%
87% DRIVE OR RIDE IN A
PERSONAL VEHICLE
17%
54%
17% RIDE AS A PASSENGER
IN A PUBLIC BUS OR TAXI
54% WALK IN A TOWN, CITY,
OR DOWNTOWN AREA
SOCIAL MEDIA USERS
TYPE OF USER
SEE TRANSIT ADS
TWITTER
61%
YOUTUBE
61%
GOOGLE+
56%
FACEBOOK
52%
PINTEREST
50%
AVERAGE TIME SPENT TRAVELING (WEEKLY)
MON - FRI: 3H & 16 MIN
SAT & SUN: 1H & 5 MIN
TOTAL WEEKLY AVERAGE
20H
16 MIN
% THAT CLAIM TO NOTICE TRANSIT ADS
TRANSIT WORKS
BRANDING & CALL-TO-ACTION CAMPAIGNS
BRANDING
A branding campaign consists of a long-term (at least one year) presence in the marketplace, made up of large, simple advertising displays. The benefit of this campaign is
that it generates awareness in the marketplace, so when consumers are making
purchasing decisions they think of you and only you. Also, this continuity will build
familiarity, and familiarity will build trust in your business, product and/or service.
Since long-term branding displays travel throughout the marketplace all day, every day,
for at least 365 days, your advertising display will be seen by a tremendous amount of
people at an extremely high rate of frequency. Transit branding campaigns cost less for
each 1,000 impressions than any other form of media.
Take advantage of Lamar’s
customized advertising
packages and....
TAKE IT OUTSIDE
CALL-TO-ACTION
A call-to-action campaign consists of a short-term (three to six months)
presence in the marketplace made up of a set quantity of smaller advertising
displays that are ideal for announcing new products or seasonal specials that
consumers should take advantage of within a set period of time. The benefit
of this campaign is that you are able to capture the consumers' attention and
have them act upon a particular promotion immediately.
HOW THEY WORK TOGETHER
ACHIEVE RESULTS
A branding campaign will effectively increase top of mind awareness for your
There are a variety of displays, showing levels and
business, product, or service; however, you still need to consistently ask
advertising strategies available from Lamar that will enable
consumers for their business by utilizing call-to-action campaigns.
you to achieve your advertising goals. From concept to
Remember, consumers are less likely to respond to a call-to-action campaign
completion, saving you time and money, Lamar account
if they are unfamiliar with who you are and what you offer. Together, the two
managers are ready to help you achieve results!
campaigns enable you to effectively penetrate the marketplace and stand out
from your competitors.
BUSES
Circulating in the busiest areas of major metropolitan cities, bus advertising offers exposure to local commuters,
drivers and pedestrians. Lamar’s “moving billboards” are typically displayed on the exterior of the bus and come
in a variety of traditional sizes and high-impact specialty formats. Interior advertising options are also available to
help you reach bus passengers as they ride. Buses go where people go.
BUS BENEFITS:
PRODUCT TYPES:
• Buses are moving throughout residential and core business areas,
on secondary arteries and busy streets, every day.
TRADITIONAL:
• Moving billboards are available in a variety of sizes and formats,
ranging from side panel displays to fully wrapped buses.
• Bus ads deliver quick bursts of essential information throughout the
marketplace and are seen by both pedestrians and vehicular traffic at
the same time.
• Wraps and embellishments make your ad stand out
Traditional transit products deliver high
reach and frequency, while providing
consistent repetition of your message.
SIGNATURE:
Signature transit products deliver high
impact and recall, while providing a clear
brand message in areas that no other
medium can reach efficiently.
| BURLINGTON
SIGNATURE BUS PRODUCTS
FULLSIDE | 40’
FULLWRAP | 40’
KING KONG
| BURLINGTON
SIGNATURE BUS PRODUCTS
KONG (with headliner)
SUPER TAIL
FULL BACK
| BURLINGTON
TRADITIONAL BUS PRODUCTS
KING | 30’’ x 139’’
70’s | 21’’ x 70‘’
70’s | 21’’ x 70‘’
INTERIOR | 11’’ x 35’’
| BURLINGTON, ON
MARKET COVERAGE
COVERAGE AREA
Burlington, Hamilton, Oakville
......................................................................................................................................
946
2.2 Million
59
15
Residents/sq. km.
Average Annual Ridership
Fleet Size
Routes
DISPLAY OPTIONS: Bus Transit Exterior,
Bus Transit Interior
| BURLINGTON
AND THAT’S
HOW WE
ROLL

burlington - Lamar Advertising

Transcription

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