What do our clients hope to achieve in their advertising campaigns?
The answer is often to capture the attention
of large, and sometimes niche groups of audiences, at the most optimal time when they are in the mindset to
process the advertising message. With this consideration, we have designed an inventory management system
to deliver these objectives.
Knowledge of the area and environment around each bus shelter is obviously very critical. Our first stage was
to develop a Site Mapping Software which details the surroundings of each and every one of our 5,000 sites.
These details include highlighting any mall, grocery store, cinema, petrol kiosk, school, and food & beverage
outlet within the immediate vicinity of each bus shelter. All these data is captured in the highly sophisticated
software that gives precise distance measurements of a bus shelter to each landmark. This data continues to
be updated regularly with information we receive from our “ears on the ground” - the operations staff who maintain
and upkeep the shelters.
Clear Channel invests extensively into understanding various aspects of our audience: geo-demographics, media
consumption trends, purchase behaviour, lifestyle and travel patterns and much more. We gain this through external
data sources such as national census and media indices, as well as internal research and softwares.
Combining the information we gained about the profile of the audience with the local characteristics around each
bus shelter, we crafted thematic networks out of all 5,000 sites. Sites along each road are distributed to relevant
networks with specific patterns in mind to maximise the opportunity of grabbing the audiences’ eyeballs on their
route of travel. For instance, the same advertisement can be placed along two consecutive traffic-facing sites
along the same road, creating a “double impact”. Alternatively, an advertisement can be placed at a regular
interval to create a “staggered impact”, for continual message reinforcement. These patterns also ensure that the
selected audience sees the message as many times as possible.
The result of this process is a series of thematic people&places networks that capture a large base of your target
audience while they are in the most receptive mindset to process an advertising message that is relevant to them.