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Billboard Cpm
Posted By: escalada* on 3/8/2005 10:55 AM (CST) 250 Points
Dear Marketing Profs,

My team and I are researching the possibility of putting LCDs on subway cars, and in order to determine pricing we would like to know the Cost Per Thousand Eyeballs for Billboards. In order to approximate our own Pricing, it would also be helpfull to know what would be the percentage difference between static advertisement and digital signage.
Another comparable that would be extremely helpful are Static Slides shown in movie theaters given their locale sensitivity and similar per-slide exposure time slots.

Hoping you can help us with any of this information, Juan Escalada
International Executive MBA Program

Posted by: W.M.M.A. Accepted Answer
3/8/2005 2:21 PM (CST)
That information you get from the company that is selling the space. They should know ridership and bring it all the way down to day parts.

Slides in movies....stay away. If they were effective, you would never see the trailers. How many people do you know that go to the movies and take down information? - - EXACTLY!

If you are selling something other than Cokes at the concession stand, or cars and want front of mind awareness for 5 minutes, forget it.

After the film begins, it is..."what was the name of that....oh never mind."

Good Luck
Randall
WMMA
 
Posted by: ASVP/ChrisB Accepted Answer
3/8/2005 6:12 PM (CST)
Those LCD displays will look great on the wall in the subway gang's headquarters...

I would think cheap/disposable/easily replacable wuld be the key attributes you would need in subway advertising.

Even in Japan where graffiti and street crime is virtually nonexistent I have never seen such an expensive concept used in advertising.

Which city were you thinking of doing this?
 
Posted by: et3dotcom* Accepted Answer
3/22/2005 12:02 AM (CST)
I think it is a great idea, similar to proposals for ETT capsules. Consider a touch screen so you can get consumer feedback from those who view the ads – the CPM for survey data is much greater than for plain ads.
 
Posted by: billc24 Accepted Answer
5/10/2005 10:03 AM (CST)
escalada,
The cost data you are looking for varies greatly from market to market. I would contact an outdoor advertiser in the area you are planning or proposing your project. They have those numbers and are generally willing to share them. They may also be willing to give you similar numbers for transit advertising. I echo some of the concerns above about the durablity of the ad format you are considering. Obviously moving vs. static is going to make a greater impact and be "seen" more...you just have to balance that against higher cost, greater chance for vandalism of malfunction, etc.

Good luck!

Bill
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
5/13/2005 5:57 AM (CST)
Are there any means of advertising available in the subway cars presently?
If yes then that will give you a better comparison. If not then may be you can try to find out the rate of such advertising in some another city or country and convert it accordingly.
 
Posted by: NoStressXpress Accepted Answer
5/13/2005 8:08 AM (CST)
The idea of using LCD's is great but I believe you would be better off utilizing the present forms of "static" advertising presently available on subways. It will be more cost effective. Here are some tips:

1. Concentrate on the "readership" not "ridership."
2. Have a "message" that "validates" a "frustration or problem" that most people can instantly relate to (and also implies that there is a solution) and self-motivates them to get more information.

for example: "Money Problems? Need Help?"

3. Most importantly, have a very memorable way for prospective customers to respond to the ads. (In my experience telephone numbers don't work as well as the easy to remember catchy phrases one sees in URL domain names. An example would be something like:

heycheckthisout.xxx (xxx= com, net, biz, etc...)

I hope this helps!

Conrad
 
Posted by: carrie77 Moderator Response
5/15/2005 1:15 PM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!

Carrie, Production Editor
 


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