Introduction
Manila’s Metro Rail Transit (MRT) system continues to serve hundreds of thousands of passengers daily, connecting key business districts, commercial hubs, and residential areas. Projections set total ridership this year at 149 million, which is good news for advertisers like you planning to tap into the station’s high traffic potential.
That said, how can your brand leverage MRT station advertising opportunities in the Philippines? Specifically, how can you ensure your ad reaches the right audience, speaks to them, and delivers positive campaign results? Outcomm provides practical tips and examples to guide you through this article.
Tips To Tailor Your MRT Station Advertising Campaign to Your Target Audience
Not all MRT passengers behave the same way. Some are daily commuters moving with urgency, while others are occasional travelers observing their surroundings. Creating effective MRT station advertising assets in the Philippines requires considering these behaviours and adapting a format that best communicates your brand messages.
To give you an idea of how to adapt your MRT ads based on the audience type, here are some strategies to consider:
For Daily Commuters: High-Impact Billboards
Daily commuters often board the train at the same stations at the same time each day, whether to travel to work or school. For this type of audience, repetition of core visual identity and core messages will work best to imprint your brand in their minds.
And how else can you easily show these repetitive assets? Use billboards. Specifically, you should place bulletin boards along walkways or concourse areas so your target audience receives repeated exposure.
However, while these ads take up plenty of ad space relative to the walkways and concourse sizes, you should not take that space for granted. As is often the case with train stations, you’re dealing with a busy crowd, so you need to put up an ad with bold visuals and a clear message to attract attention. Considerations for a catchy billboard include large, readable typography, high-contrast colors, and a single dominant headline.
Depending on how you want to present your brand, you can either go with the straightforward route (e.g., “Get Instant Loan Approval in Minutes”) or the more creatively indirect approach (e.g., “Need Money Now?”). The key is to always consider that passengers are usually waiting when they see your MRT ad — so ensure it’s worth their time to check your message.
For Travelers: Captivating Train Wraps
For travelers boarding the MRT, such as occasional passengers, provincial visitors, and leisure passengers, one sure way to catch their attention right away is to wrap your ad around the train itself. These types of passengers, after all, are more vigilant about their surroundings, and they will not pass up the chance to look at a train wrap for any additional information that might be useful as they navigate places.
Additionally, unsuspecting footbridge users or pedestrians who occasionally look up or glance at passing trains will also see the train wrap ads. That’s additional impressions that will further help boost your MRT station advertising campaign!
One example of creating ads for travelers is a travel agency creating train wraps to promote tourist destinations in the Philippines. This type of advertising naturally integrates striking visuals with emotionally appealing copy. Add brilliant storytelling, and your ad is likely to inspire travelers to stay longer in the Philippines and book flights to multiple regions through your service!
For Curious Passengers: Engaging Digital Signage
You should also consider MRT passengers who are not in a rush. These people might be waiting for their companions or checking how to reach their destinations, resulting in longer dwell time near ticketing stations or concourse areas.
To attract passenger attention, take advantage of their current preoccupations and offer an interactive solution. For instance, if you’re promoting a mobile app that lets users search for and book top destinations in an area, you can set up a mini digital signage display and let your target audience simulate the app by tapping the screen.
Other engaging and interactive MRT advertising assets include mini-games, QR codes, and animated graphics. The key is to deliver the ad to the audience in a way that encourages them to engage with the messaging. It’s a fun way to let train riders pass the time and your brand to make an impact on them.
For the General Public: High-Recall Station Domination Ads
Similar to repetition, domination ads on MRT platforms are effective at raising awareness of your brand among the general public. Once awareness settles in, it can make it easier to nudge people to care about your messaging and to check your offer!
When executed correctly, this approach creates a sense of ubiquity. It may even lead people to think that your brand is everywhere and trust you a little more. When you’re putting up station domination ads, all possible, strategic surfaces across the station will carry your message, from risers to overhead banners. As such, consistent visuals are paramount to the success of this strategy.
The combination of consistency and ubiquity fosters familiarity and curiosity, making domination ads particularly effective for product launches or nationwide campaigns. It’s also a common strategy used by music labels to promote an artist or album release, or by networks to promote a new TV show.
Identify the Best Placements for Your MRT Ad With Outcomm
Selecting the right format is only half the equation when advertising on MRT stations. More importantly, you should know optimal ad placements to ensure that your message reaches the right audiences. When crafting your message, note that high-traffic interchange stations accommodate a demographic slightly different from those alighting at end-of-line stops. In the same vein, MRT riders from commercial districts would have different interests from those from residential areas. Tailor your ad according to passenger profiles to make the most of your campaigns.
For MRT and LRT ad placements, get help from seasoned advertising agencies like Outcomm. Our inventory is designed to maximize your brand’s exposure to the right audience, whether that be a diorama or a train wrap. Let’s discuss your needs today!
Conclusion
An MRT Station advertising campaign in the Philippines is a promising option, given that the train line caters to thousands of passengers daily. However, to get their attention, you need to create ads that will speak to this busy, preoccupied crowd. That’s why it’s essential to understand your audience first, and then tailor a format and message that matches their profile.
Once you’re done with your planning, hire an advertising agency like Outcomm to put up your MRT ads. Contact our team to explore our MRT and LRT advertising solutions!
