How does truck advertising compare to advertising on the tube?
Tube advertising, advertising on the London underground. A stable of any brand looking to reach commuters but how does truck advertising from DrivenMedia compare?
This quick guide will help answer your questions.
In this guide, we compare truck advertising to advertising on the tube.
We’ll look at;
- Cost Efficiencies
- Advertising Area Size
- Target Coverage Area
- Key stats (Reach and Dwell Time)
As you might know, truck advertising is incredibly cost-efficient, having an average CPM of less than £0.75p. If you need a recap on CPM this previous blog post covers this.
Tube advertising, on the other hand, has a CPM of £1.5-3.
This means per pound spent you getting 2-4 times the reach with truck advertising. Your advertising budget goes further with DrivenMedia.
Advertising Area Comparison
Truck advertising is more cost efficient but do you get more space for your money?
With outdoor advertising, you want a big space to maximise the impact your brand has on your audience.
This is something we’ve touched on before in our blog and for an in-depth overview of how we calculated the advertising area for a truck, look at this post.
DrivenMedia’s Trucks have an average advertising area of over 86m.
The London Underground has numerous advertising options, from elevator posters to 12 and 48 sheet equivalents on the platform wall.
For this example and for above we’ve used tube elevator posters as this are the most widely available and popular.
An elevator poster varies between A4 and A1. We’ve assumed it will be a roughly 4 sheet size. Giving a total advertising area of 1.5m.
Which means for every truck in your campaign you’d need 56.39 tube elevator posters. Try and get your head around how much extra space you get.
If your interested in seeing how truck advertising compares to other formats, click here.
These are two different transport advertising mediums. They reach different areas and tube advertising has limited reach.
Trucks can reach a wide geographic area on a daily basis across either a national or regional basis. National campaigns are delivered by HGV trailers and regional by lorries.
Campaigns on trailers travel further, and lorries have more urban reach. Want to find out more Does truck advertising reach urban areas?
The tube is a vital part of the London infrastructure which is great if you’re looking to target customers in the South/Home Counties area. Not so great if you’re looking for a universal, national and cost-effective broadcast advertising medium.
Now in order to work out which would be best for your campaign, you need to know who your ideal audience is. Handy that demographics is up next…
As we’ve established tube advertising has a limited geographic reach whereas truck is UK wide.
In general, DrivenMedia can get your brand in front of a young, mobile, mostly male audience from all backgrounds. ABC1 is the demographic category as the Natina,l Travel Survey published by the Department for Transport found that those with higher disposable incomes are more reliant on their cars.
Bus advertising reaches an older, less mobile and often poorer demographic Tube no doubt reaches affluent people commuting to and from work but they tend to be head down focused on finishing that report and sending that email (while the free wifi lasts!)
Key Statistics - Reach and Dwell Time
DrivenMedia put’s your brand in front of a highly receptive audience on their commute. The best way for you to understand the potential of truck advertising is to watch this video.
Truck advertising’s opportunity to see varies based on location, London, M25 is going to be far higher than for example the Hebrides in Scotland. In this case M25/London our campaign delivered over 100,000 impressions and had a dwell time of 111 seconds (just under 2 minutes).
On average we expect your campaign to be seen by 55,000 people on a daily basis with the rear panel having a dwell time on average of 48 seconds.
Bus Advertising again depends on location but on average should deliver 30,000 impressions and have an average dwell time of 35 seconds to traffic.
In the battle of tube vs truck advertising, truck advertising goes the distance.
- Truck advertising has a higher cost efficiency, costing on average £0.75 per thousand people reached.
- You get far more space.
- DrivenMedia reaches one of the most densely populated road networks in Europe and yet still deliver urban coverage.
- Truck advertising reaches a more mobile affluent audience, arguably tube advertising reaches more affluent people but they are not receptive to advertising at that stage, unlike truck advertising. Plus those with higher disposable incomes live all over the UK not just close to London.
- The reach and dwell time of truck advertising is far superior to tube advertising.