The Pros And Cons Of Press Advertising: A Comprehensive Guide By PromoMedia
01 Nov 2024 15:11
Underground Advertising in Bottoms
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Are you curious about the effectiveness of underground advertising and how it can benefit your business? We explore the concept of underground advertising, its key advantages, and how PromoMedia can help you make the most of this unique advertising opportunity.
Advertising on the London Underground is hugely popular with many advertisers. It is used by companies from all over the country, not just London-based ones, to promote a wide range of products, brands and services.
London Underground advertising offers the potential to reach out to London's diverse potential of over 8 million people, as well as visitors from all corners of the UK and indeed the whole world. With the tube network covering over 402km and serving 270 busy stations - carrying a total of 4.8 million passengers a day - there is a multitude of advertising options.
With such mass reach, it's easy to see why underground advertising is so popular with businesses, ranging from small local start-ups to UK-wide and established international companies.
From high visibility to creative opportunities, we delve into how underground advertising can boost your brand's visibility. Discover how PromoMedia's expertise and customised solutions can take your underground advertising campaign to the next level.
We look forward to hearing from you.
What is Underground Advertising?
Underground Advertising refers to the strategic placement of promotional materials within the London Underground network to capture the attention of commuters and travellers.
This form of marketing is highly effective as it allows companies to reach a vast audience of individuals who use the underground transport system on a daily basis. By strategically placing posters and signage in high-traffic areas of the stations and trains, brands can generate significant visibility and engagement among the diverse range of commuters passing through. Leveraging the unique environment of the London Underground, advertisers can convey their messages in a context that ensures prolonged exposure and repeated viewing, thereby enhancing the overall impact of their marketing campaigns.
As the capital of the United Kingdom, London not only has lots of residents but many business people visiting, as well as those on holidays from overseas, all making frequent passenger journeys across the city. This potential exposure to lots of different people makes London Underground advertising a profitable and popular investment for many businesses, targetting potential customers on platforms and escalators who have dwell time and time to take in marketing messages.
London Underground advertising options are varied and proven, and there are lots to consider for any advertiser and company when creating a marketing campaign. It has certainly stood the test of time and has been around for over a hundred years, but as with the London Underground network itself, there are constantly both new stations and, therefore, new options to consider; London Underground advertising is like the capital itself, ever-evolving and exciting!
Tube Advertising Options - A Full Range of Options
They are a variety of options to consider when advertising on the London underground.
The main options to consider are listed below:
Escalator Panels (these are also known as London Escalator Panels or LEPS) – they are the posters that you see at the side of the escalator as you travel to and from the train stations and tube platforms. They are the most popular form of advertising on the tube. Traditionally, they are printed on paper, but there are also digital panels available in the bigger stations, which are impactful and effective. London Escalator Panels are an exceptionally popular form of advert as they are seen by people standing on the escalators – they, therefore, have a high impact on the majority of passengers. With lots of escalator panel ads on every line, it is important to think about your artwork – strong and clear messages work best especially as dwell time is short. With this type of London underground advertising, you can also select key stations to target, which can make the return on investment even better.
Tube Tunnels Ads – these are much larger than LEPs and, therefore, have a greater impact. They are the large posters (large format) on the tube walls and are seen by people who are stood on platforms waiting for the trains to arrive. They are a favoured form of advertising with large brands and international advertisers. They are fantastic at building brand awareness and as passengers are often a few minutes on platforms, it means messages are properly absorbed and taken on board as dwell time can be considerable. Check out this video of tunnel advertising in action:
Large format posters on the station platforms - these are typically 4 sheets or 6 sheets in size and they hold the similar benefits of Tube Tunnel Ads (in that they target waiting passengers) but as they are smaller, they are cheaper. Advertisers and businesses tend to buy these in packages and have more than one poster. The benefit of this is that this form of advertising can be spread over different platforms, and also different stations, increasing your reach and impact with potential London underground users. For more information get in touch today.
Walk-way branding – this form of advertising is rare with smaller business as it is expensive - but it’s popular for those with big budgets. Basically, there are options to brand whole walkways or take over all the posters sites in one section of the station. The benefit of this is your potential customers and tube users can’t escape it - both large format posters and good potential dwell time! You literally have to walk through the ad to get to your destination. They are often good for product launches or niche type events and become talking points with potential customers. A few years there was a famous “cat” take-over in Clapham North. It got everyone talking!
Adgate advertising in Bottoms – this is basically the gates that tube users have to put their ticket through, or where you present your bankcard or Oyster card as you enter the London Underground network. Again as every customer has to go through the barriers to travel, this type of ad gets a lot of attention and exposure. This form of advertising is a popular form of London underground advertising, it is also commonly teamed with advertising at other train stations, where commuters may be travelling into London from outer areas.
Concourses/ticket area/entrances – as well as options in the walkways and on the escalators, simple poster sites in the concourses, are often popular, targeting people who are buying tickets, waiting for friends etc. There are various sizes of posters to choose from in these areas, for more info drop us a message.
Inside the tube trains/tube coves (sometimes known as tube seat advertising or tube car panels) – these are the small poster sites you see above the seats. They are often eye-catching and are seen by London underground users as they are travelling. As you can't use mobile phones (or usage is restricted) these are a popular and more affordable form of advertising than other options. Passengers often have little to do, or look at, when travelling so this is very effective and reaches every stop along each tube line!
Digital escalator panels in Bottoms - a form of LEP there are lots of new digital escalator panel options popping up, these are bright, colourful, animated and updated with new messaging.
How Much Does it Cost to Advertise on London Underground?
Costs of advertising on the London tube vary depending on several factors, these are briefly outlined below:
The time of year - as with any form of outdoor advertising we always recommend that you book as far in advance as possible, especially if you are targetting key dates such as Christmas, Easter, Valentines, Mothers Day etc. This will allow you to get the best rates and more importantly top underground sites.
The type or format of the advert - in general, the larger format posters are more costly than smaller posters.
Which stations do you want to advertise in - the more central and with greater daily footfall, e.g. Oxford Circus and Waterloo, are more expensive than those on the outskirts. Again it's worth thinking about your target market and if you specifically want to target certain parts or demographics of the capital.
Length of the advertising campaign - the longer you want posters up, the more expensive. However, it is proven that longer campaigns have a better return on investment. Most tube advertising is a minimum of 2 weeks, whilst the majority of advertisers tend to do a month or more.
To find out more info and for specific costs on London underground advertising (Transport for London Advertising) give us a bit of info about what you are looking to promote, budgets, timings and also any stations you are particularly interested in. We will work up a bespoke campaign for you to consider based on these factors. It is worth pointing out that Tube advertising, although expensive is very cost-effective as it achieves amazing results.
What are the Benefits of London Underground Advertising?
There are many benefits to tube advertising as outlined above but at PromoMedia, we would say the main ones are;
Massive exposure and a receptive advertising environment
Ability to target stations with key messaging
Potential to seen by people from all over the UK (and indeed the world) - not just people in London
Options to suit various budgets
Great at establishing and maintaining positive brand perceptions
If you have any more questions, simply get in touch with us today.
Why is Underground Advertising Effective?
Underground Advertising is highly effective due to its unrivalled reach, exceptional visibility, and precise targeting of the desired audience, maximising the effectiveness of marketing campaigns.
Unlike traditional advertising methods, underground advertising has the unique ability to tap into unconventional spaces and unconventional audiences, making it a powerful tool for reaching segments that mainstream approaches may miss. By blending seamlessly with the environment, it catches the attention of passers-by in a way that is not intrusive but rather engaging.
The visibility offered by unconventional locations like street art, guerrilla marketing, or viral campaigns contributes significantly to brand recognition. Companies can embed their messages in everyday settings, sparking curiosity and generating buzz organically.
This form of advertising allows businesses to pinpoint their target audience with precision. By strategically placing messages in areas frequented by specific demographics or interest groups, brands can create a more personal connection with consumers, resulting in higher engagement and conversion rates.
High Visibility
One key aspect of Underground Advertising is its high visibility within the London Underground network, capturing the attention of commuters in high-traffic areas and strategic locations.
Through the clever placement of ads in key locations such as platform walls, escalators, and ticket barriers, advertisers can ensure maximum exposure to the constant stream of footfall passing through these areas. The London Underground's vast reach allows brands to connect with a diverse audience, from daily commuters to tourists, increasing brand awareness and engagement. By strategically targeting high-traffic areas with eye-catching ads, companies can impact consumers' minds, influencing purchasing decisions and driving brand recognition.
Targeted Audience
Underground Advertising excels in reaching a precisely targeted audience through diverse advertising options that cater to specific demographics and align with the needs of the target audience.
By understanding the demographics of the audience, advertisers can select the most effective channels such as guerrilla marketing, product placement, or experiential events to ensure their message resonates with the target group. Tailoring content to match the preferences and interests of the audience enhances engagement and boosts the chances of a successful campaign. This approach not only increases brand visibility but also fosters a deeper connection with the consumers, leading to higher conversion rates and brand loyalty.
Cost-Effective
An essential advantage of Underground Advertising is its cost-effectiveness, offering a high return on investment (ROI) whilst enabling brands to implement effective marketing strategies that outperform traditional advertising methods.
Underground advertising gives businesses a competitive edge by allowing them to reach their target audience unexpectedly and innovatively. By utilising unconventional spaces like underground stations, graffiti walls, or staircases, brands can create a lasting impression on their customers.
The cost-effectiveness of this approach means that companies can generate a higher ROI compared to traditional advertising channels such as TV commercials or print adverts. This cost-efficiency further enhances the effectiveness of marketing strategies, allowing for more budget allocation towards creative campaigns.
Creative Opportunities
Underground Advertising provides abundant creative opportunities for brands to craft engaging ad campaigns, boost brand awareness, and leverage innovative digital screens for maximum impact.
With the flexibility to reach niche audiences in unconventional spaces, underground advertising offers a unique platform for brands to connect with consumers in unexpected ways.
By incorporating interactive elements and captivating visuals, brands can leave a lasting impression on viewers and spark curiosity about their products or services.
The strategic placement of ads in high-traffic areas ensures maximum visibility and engagement, making it an effective tool for boosting brand recognition.
How Does Underground Advertising Work?
Underground Advertising operates through various methods such as tube car panels, station domination, tunnel wraps, and digital screens, strategically placed to maximise brand exposure and audience engagement.
Tube car panels typically feature eye-catching designs that captivate commuters during their journeys, effectively embedding brand images in their minds.
Station domination involves transforming an entire station into a brand hub, immersing travellers in a branded environment from platforms to escalators.
Tunnel wraps create a seamless brand experience as passengers travel through tunnels, ensuring continuous exposure to the advertisement.
Digital screens enhance dynamic content delivery, allowing for real-time updates and interactive engagement with the target audience.
Tube Car Panels
Tube Car Panels are an effective underground advertising medium to capture commuters' attention during their dwell time, increasing brand exposure and engagement within the tube environment.
Being strategically placed inside tube cars, these panels serve as powerful visual cues that draw the gaze of passengers, making excellent use of the dwell time individuals spend during their commute. This form of advertising puts brands directly in front of a captive audience, allowing them to convey their message effectively in a high-traffic environment where the potential for exposure is immense. By leveraging tube car panels, companies can enhance their brand visibility, create lasting impressions, and foster meaningful connections with their target audience.
Station Domination
Station Domination involves branding various elements within station platforms to captivate tube users and maximise audience exposure, creating a powerful impression for brands.
By strategically placing advertisements on walls, floors, barriers, escalators, and even on ticket gates, companies can immerse commuters in their brand messaging throughout their entire journey. This approach ensures that the brand remains at the top of the audience's mind as they move through the station. The repetition of brand visuals at multiple touchpoints helps in solidifying brand recognition among the busy crowd of commuters.
Tunnel Wraps
Tunnel Wraps utilise the advertising estate within tunnels to engage commuters across various media channels, enhancing brand visibility and ensuring broad audience reach within the underground network.
The strategic placement of tunnel wraps allows brands to captivate the attention of commuters during their daily travels, creating a unique opportunity for impactful advertising. By leveraging the advertising space within tunnels, these wraps transform mundane commutes into engaging experiences, where brands can connect with their target audience in a highly immersive manner.
This form of advertising not only benefits brands by increasing their exposure but also adds value to the commuter experience by providing visually stimulating content in an otherwise utilitarian environment.
Tunnel wraps offer a versatile advertising solution that can be integrated seamlessly across various media channels, including digital displays, static images, and interactive elements, ensuring a cohesive brand message that resonates with commuters.
Digital Screens
Digital Screens offer a dynamic platform for showcasing creative content, surpassing traditional ads and providing diverse advertising options that captivate viewers and drive audience engagement.
In the world of underground advertising, the use of digital screens has revolutionised the way businesses interact with their target audience. Dynamic screens allow for real-time updates and interactive elements that traditional ads simply cannot match. With digital screens, advertisers have a plethora of options to choose from, including video content, animations, interactive games, and social media integrations.
This versatility in advertising options not only helps in grabbing viewers' attention but also in keeping them engaged for longer periods, increasing the likelihood of conversions and brand recall.
How Can PromoMedia Help with Underground Advertising?
PromoMedia provides comprehensive assistance in underground advertising through strategic planning, innovative design solutions, precise audience targeting, and robust metrics to measure the success of campaigns.
This specialised advertising agency employs a team of experts skilled in crafting strategic planning strategies that align with each client's unique objectives. By offering tailor-made creative design services, PromoMedia ensures that every campaign stands out in the crowded underground advertising space. Through precise audience segmentation, the agency can pinpoint the most receptive demographics, enhancing the effectiveness of the messaging. The implementation of metrics allows PromoMedia to track and analyse the performance of campaigns, providing valuable insights for continuous improvement and optimisation.
Strategic Planning
Strategic Planning by PromoMedia involves collaboration with advertising agencies for efficient media buying and planning, ensuring the optimal placement of underground advertising campaigns.
PromoMedia's strategic planning services are known for their seamless partnerships with advertising agencies, which are crucial in the streamlined execution of media buying and planning processes. Through these collaborations, PromoMedia can tap into the expertise of advertising agencies to identify the most effective channels and platforms for reaching target audiences.
The focus on optimal campaign placement is a key differentiator for PromoMedia. By leveraging data-driven insights and market trends, PromoMedia ensures that each campaign is strategically placed to maximise its impact and reach. This precision in placement not only enhances campaign performance but also helps clients achieve their desired outcomes efficiently.
Design and Production
The Design and Production services at PromoMedia encompass creative marketing strategies tailored to enhance brand awareness and resonate with the specific audience climate within the underground advertising landscape.
With an innovative approach to design and production, PromoMedia goes beyond conventional methods to deliver cutting-edge solutions that captivate audiences and drive brand recognition. Leveraging their expertise in understanding consumer behaviour and market trends, they craft campaigns that not only stand out but also build lasting connections with the target demographic. Through a blend of visual storytelling and strategic messaging, PromoMedia ensures that each project reflects a deep understanding of the audience climate and effectively communicates the brand's unique value proposition.
Targeting the Right Audience
PromoMedia excels in targeting the right audience through demographic analysis, strategic station takeovers, and location-based advertising approaches that ensure message relevance and impact within specific consumer segments.
By leveraging their expertise in demographics, PromoMedia can pinpoint exactly who the target audience is for a campaign. This allows them to create tailored advertising strategies that resonate with the demographics most likely to engage with the product or service being promoted.
Their innovative station takeovers capture consumers' attention by dominating key advertising spaces in high-traffic locations, ensuring continuous exposure to the target audience.
Using location-based advertising, PromoMedia can deliver personalised messages to consumers based on their geographic location, maximising relevance and effectiveness.
Measuring Success
PromoMedia implements robust metrics to measure the success of underground advertising campaigns, focusing on ROI analysis, ad campaign performance evaluation, and benchmarking against traditional advertising benchmarks.
By utilising advanced analytics tools, PromoMedia can track how effectively these underground campaigns drive conversions and engagements. They closely monitor the returns generated from each campaign, allowing them to make informed decisions on where to allocate resources for optimal results. This approach not only ensures the success of current ad campaigns but also provides valuable insights for future strategies, enabling PromoMedia to stay ahead of the competition in the dynamic advertising landscape.
Why Choose PromoMedia for Your Underground Advertising Needs?
Choosing PromoMedia for your underground advertising needs ensures access to their extensive experience, strong relationships with transport authorities, customised advertising solutions, and a proven track record of successful campaigns.
With years of industry expertise that spans various sectors, PromoMedia has cultivated valuable connections with key transport authorities, ensuring prime advertising locations for your brand. Their tailored advertising solutions are designed to effectively engage with your target audience, maximising brand awareness and impact. Thanks to their proven track record of successful campaigns, businesses trust PromoMedia to deliver results that exceed expectations. So if you're looking to make a lasting impression with your underground advertising, PromoMedia is the perfect partner to bring your vision to life.
Experience and Expertise
PromoMedia boasts extensive experience and exceptional expertise in navigating the nuances of the London Underground environment, understanding commuter behaviours, and leveraging market insights for impactful advertising strategies.
They have honed their skills in identifying the prime locations within the London Underground network to maximise visibility and reach among commuters. Engaging with the daily flow of passengers, they comprehend the pulse of the underground scene, allowing them to craft tailored campaigns that resonate with the target audience seamlessly.
By delving deep into market data and trends, they decipher the ever-evolving consumer preferences, ensuring that each advertising initiative is strategically aligned with the prevailing dynamics. Their adept analysis of commuter patterns and habits enables them to create campaigns that not only capture attention but also drive impactful results.
Strong Relationships with Transport Authorities
PromoMedia's strong relationships with London's transport authorities facilitate seamless access to prime advertising spaces, enabling targeted reach to Londoners through diverse media channels including billboards and digital screens.
In collaboration with transport authorities, PromoMedia's strategic partnerships offer unparalleled access to high-traffic locations across London, ensuring maximum visibility for advertisers looking to engage with the city's residents.
By tapping into a network of billboards and digital screens strategically placed at key transit points, PromoMedia provides brands with a unique opportunity to capture the attention of Londoners on their daily commutes.
With an extensive presence in the urban landscape, PromoMedia's advertising solutions extend beyond traditional methods, leveraging the capabilities of various media channels to create impactful campaigns that resonate with diverse audiences.
Customised Advertising Solutions
PromoMedia specialises in crafting customised advertising solutions that cater to specific needs, engaging viewers and maximising brand exposure within the underground advertising landscape.
This unique approach allows PromoMedia to offer a range of advertising options that truly resonate with the target audience, ensuring maximum impact. By understanding each client's unique requirements, PromoMedia can tailor their strategies to engage viewers effectively, creating memorable experiences that leave a lasting impression. Their focus on brand exposure ensures that businesses receive the visibility they need in the underground advertising context, reaching the right audience in the right way.
Proven Track Record of Success
PromoMedia's proven track record of successful campaigns showcases their proficiency in delivering high ROI, resonating with diverse consumer demographics, and achieving significant advertising impact within the underground advertising domain.
With an impressive history dating back several decades, PromoMedia has consistently demonstrated a keen understanding of market trends and consumer behaviour. By utilising innovative strategies and cutting-edge technologies, they have been able to tailor their campaigns to various target audiences, ensuring maximum engagement and brand visibility. Their ability to adapt to evolving consumer preferences and cultural nuances has set them apart as a leader in the industry, driving unparalleled results for their clients.
Frequently Asked Questions about Underground Advertising
What is Underground Advertising?
Underground Advertising refers to marketing or promotional materials that are placed in unconventional or unexpected locations within the subterranean transport system, such as train stations, subway platforms, and escalators. It is a unique form of out-of-home advertising that reaches commuters and travellers in a captive environment.
How effective is Underground Advertising?
Underground Advertising is an incredibly effective form of marketing, as it targets a captive audience and delivers high exposure to potential customers. Studies have shown that it can significantly increase brand awareness, drive sales, and create a lasting impression on commuters who encounter it daily.
What are the benefits of using Underground Advertising for my business?
Underground Advertising offers several benefits for businesses, including low cost, high reach, and the ability to target a specific audience. It also allows for creative and eye-catching campaigns that stand out in cluttered advertising.
How does PromoMedia help with booking Underground Advertising?
At PromoMedia, we have a team of experts who specialise in booking Underground Advertising for our clients. We have established relationships with transport authorities and media owners, ensuring that our clients get the best deals and locations for their campaigns.
Can my business target a specific audience with Underground Advertising?
Yes, one of the significant advantages of Underground Advertising is the ability to target a specific audience. We can help you select the right stations and routes that align with your target demographic, ensuring that your message reaches the right people.
Is Underground Advertising suitable for all types of businesses?
Yes, Underground Advertising can be utilised by a variety of businesses, from small local businesses to large national brands. It is a versatile form of advertising that can be customised to fit the needs and budget of any business.
Which Companies Advertise on The Underground?
Lots of major national and international companies advertise on the tube network every day as it is an effective way to reach a great audience; including car companies, supermarkets, clothes, fashion and luxury brands, whilst small local companies also choose stations to target people in their neighbourhood (such as local hairdressers, independent bars, cafes, gyms, restaurants etc.).
London underground advertising (TFL rail included) is, therefore, a popular choice with a wide range of companies and is more affordable than many imagine. If tube advertising is something you are interested in for your company we can provide you with costs and lots of suitable options to consider (including 4 sheets, 6 sheets, 48 sheets, tunnel advertising and LEPs.
If adverts on the London Underground are of interest to you and your company contact us today for more specific information and find out about how tube advertising can work for your business on either a local London, national or even international level. Alternatively, if other forms of advertising are of interest, we can also advise and book TV advertising, outdoor advertising, radio and more, simply contact our media buyers today.
Advertising on the London Underground Summary
Underground advertising can initially seem an expensive form of outdoor advertising, however, when weighing up the positives and proven results it is clear why it is so popular with a whole range of businesses. It is a common misconception that tube advertising is only used by London based companies targeting tube users and a London audience but this is not the case, it's effective for international brands as well as local businesses in the locale of the stations.
As the London Underground network is ever-growing, it means that tube advertising is also often new and exciting too. London Underground gives value for money and great exposure to customers in London and the rest of the UK (with visitors travelling home), with new digital options, tunnel take-overs and more traditional poster advertising options.
Contact Us
If underground advertising is something that interests you, get in touch today. We will then create
a bespoke campaign based on your aims, ambitions and budgets. You too can join the successful businesses that advertise on the London tube network every day. We look forward to hearing from you.
We cover Bottoms (Greater Manchester)