Anyone who lives in Washington, D.C. can tell you the traffic here is awful! According to a 2010 Forbes report, it has the 4th worst traffic in the United States. That presents a lot of opportunities for advertisers who want to hit consumers on their daily commutes: there are endless amounts of cars during rush hour and all the HOV lanes mean more than one person to a car.
However, because of zoning laws, D.C. has very limited outdoor advertising. With the exception of a few zones, the only outdoor advertising is wallscapes in a few areas in the city. This leaves a huge gap in media planning and buying for clients who have a very visual message for commuters.
But there’s an alternative for commuters—and advertisers.
For those who don’t want to drive, they take the Metro system. Sure, it doesn’t always run on time and the escalators are out of service a lot, but you can live in this city without a car and still get to many places. Over 800,000 people do it on a daily basis.
The Metro is also an efficient way for advertisers to reach travelers commuting to all areas of the city, including the Pentagon, Capitol Hill, Gallery Place, and Union Station, to name a few.
For one of Smart Media Group’s clients, Public Notice, we purchased a station domination in Union Station for the month of March. Public Notice’s focus is to provide Americans with clear, unbiased, and useful information about key economic and fiscal issues. The purpose of the campaign was to remind returning Members of Congress to remember the reason voters sent them to the nation’s capital, which is to cut Government spending.
CBS owns the advertising inventory in all Metro stations. The space selections include dioramas (backlit posters), platform runners, two sheet posters, pillar warp, banners, and floor graphics.
A station domination is an opportunity to occupy all of the advertising space in a metro station, and it’s a great way to have your message reach people a few times in a short period of time. Basically, no one can miss it.
You are covering all entrances to the Metro and hitting travelers commuting both ways on that specific line. You can be very creative with your messaging, as well. For example, Public Notice had a series of messages next to each other that all linked together.
Obviously, the media placement is very important, but you also want to make sure your message is strong and to the point in this type of setting. People are moving fast and if you have too much content on there, then you can lose the consumer.
So avoid all that traffic and get down into the Metro.
Two Sheet Posters