Introduction

Wondering where else you can advertise your brand? We recommend taking advantage of bus shed advertising in the Philippines. Now is the perfect time to seize the opportunity to reach more potential customers in this high-traffic location, especially since Manila commuters are using them more frequently than ever, thanks to the dedicated bus lanes.  

But then, like any responsible advertising strategist, you would want to learn how much this type of out-of-home (OOH) advertising will cost you. We’ve got your back here at Outcomm, Inc. In this article, we explore cost factors for bus shed advertising and the ways you can maximize your ROI from your campaigns.

How Much Does It Cost To Advertise on a Bus Shed in the Philippines?

The cost of a bus shelter advertising campaign in the Philippines is not fixed, as this type of OOH ad comes in various formats, sizes, and durations. The price will also depend on how the advertising agency of your choice approaches its rates — most will charge per the number of bus shelters covered, or for the duration of the campaign. 

To learn more, here are the factors that influence the total cost of placing your ads in bus stops around the metro:

Bus Shed Location

The location of your bus stop advertising is a significant cost factor. Typically, the more foot traffic there is, the pricier the ad spots will be. Think of the pricing as the way traditional TV ads go, where the most expensive spots are placed during a station’s most popular shows. With bus stop advertising, and all OOH advertising formats, for that matter, the main point is to reach as many people as possible to maximize brand awareness and retention. 

However, it’s not enough that the bus stop has high foot traffic. Demographics also play a significant role in the leads generated by your campaign. For instance, a bus shed in the Bonifacio Global City, where employed commuters with ample purchasing power gather, is likely to attract the right people who will be interested in your advertisement. This particular location will more likely accommodate people who will remember your brand and file it for later reference as they consider which products to buy. 

A bus shed in front of a school, meanwhile, signals that your target should be parents (who have the purchasing power) and schoolchildren (who will likely nudge their parents to buy the item).

Number of Bus Sheds

The number of bus stops your campaign will cover affects the total cost of your advertising efforts — generally, the more bus sheds, the higher the price. However, you can actually save on advertising costs when you go for bulk campaigns, as agencies tend to offer discounts for them. 

Note, though, that quantity should not supersede the quality of your advertising materials. It will help to study each location first and see if your brand’s messaging and design will look good and attractive once it’s installed. You would want to get the most results out of each location, after all, so that the payment for it will be worthwhile. Don’t forget that when you choose an area, you actually consider the demographic of the people using that bus shed, helping you to craft a message that resonates with a wide range of audiences. 

Campaign Duration

Campaign durations significantly impact the cost, especially since many advertising agencies charge based on the time allocated for your ad spot. Shorter campaigns may appear more affordable at first, but check first whether a short duration actually yields results; otherwise, you are just wasting your resources. For long-term campaigns, expect the advertising agency you contact to offer discounts. Campaigns may last as quickly as two weeks to as long as six months — conduct your research with past advertising campaigns to identify the ideal campaign length.

Choice of Format

Bus stop ads can be either printed or digital. The classic print ads can feature traditional shed designs or ad boxes, and some may even incorporate 3D elements to enhance their visual appeal. For digital formats, touchscreen LED boards and interactive lightboxes are common, such as Outcomm’s bus shed placements in BGC.

Typically, digital bus shed ads require more resources, such as electricity and WiFi, to work, so they’re pricier than print ads. At least, initially. The advantage of digital ads is that you can update the content of your brand’s messaging or change your approach without taking down the ad (which you would do with a print ad). 

For instance, you may have a seasonal message for a product and advertise it digitally. After the event is over, you can revert to the usual messaging for the same product by updating only the digital materials. You will eliminate the need for new printed materials and the labor costs associated with setting up the display, saving you money in the long run. This preference for digital displays, hence, can be super effective for long campaigns.

Size of Ad Space

The cost of bus shelter ads also depends on the size of the placement. Naturally, the bigger your ad space, the more expensive your ad fees will be. This factor should be considered in conjunction with the location, number of ads, and the duration of your campaign. For location, you may need to adjust the sizes, as not all bus sheds have the exact measurements. Prior ocular research is essential, allowing you to determine the ideal size for your bus shelter ad.

How To Make Your Bus Shed Advertising Effective

If you want to make your bus shed advertising in the Philippines yield the desired results, you must not skip the following steps:

Conduct Market Research

Market research on the locations of your bus shed ads is essential in crafting a message that resonates with as many people as possible. No one, or only a few, will notice an ad that targets middle-class buyers if you place it in a student area. Market research will involve gathering physical and contextual data based on your location.

Create Relevant Messaging

After you’ve completed your market research, you can develop a more effective message that resonates with your target audience. Use your knowledge of demographics, location, and typical scenarios in that location to create your content. Also, incorporating current events or pop culture references in your ads, depending on your audience, tends to resonate better.

Respect Bus Shed Users

At the core of your ad creation process should be the bus shed users whom you are targeting. You cannot convince people if you talk down to them or if you take too long to get to the point. Understand that bus commuters are busy, often tired, have a lot on their minds, and appreciate human decency — consider all these when crafting your message and convey to them that you can see and hear them. Appealing to their emotions in a positive way will raise the chances of your brand resonating with them.

Keep It Interactive

If you are using a digital bus shed ad, it’s better to maximize all its features, especially the interactive elements. Let bus commuters interact with or view part of your ads, control what they see, or adjust your placement. Quick games, quizzes, and other tactile elements can better attract and engage your audience, and as a result, will make a lasting impact on them for your brand.

Conclusion

Starting a bus shed advertising campaign in the Philippines requires careful planning and consideration of a wide range of factors, not least of which is the cost of your campaign. By listing the factors of your ad costs and conducting thorough research, you can ensure that every peso is worth the results for your brand. While you plan and crystallize your message, Outcomm will be here, waiting for you to review our inventories. Contact us today for your bus shelter advertisement needs!