Mobile Advertisers Are Successfully Targeting Tourists on Double-Decker Buses

Sprint sees big engagement

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If you hop on a double-decker tourist bus in New York, San Francisco, Los Angeles or Chicago, you'll likely see a targeted mobile ad thanks to Vector Media's geofencing and beacon-based ads platform. No situation is too small for marketing nowadays—indeed, a double-decker bus ad network actually exists. 

Exclusive data we've received from an effort by Sprint might explain why. The telecom, working with agency Mediavest and Vector Media, was the first brand in Chicago to run mobile ads in conjunction with large ads that appear on sightseeing buses, and on billboards along the routes driven.

During a winter holiday effort in the Windy City, per Vector Media, 48 percent of the tourists targeted saw a Sprint mobile ad. The campaign pushed the brand's data packages and beat the average industry engagement by 587 percent. 

"There is no stronger engagement than when a consumer walks into a custom-created geofenced area, receives a message or call-to-action on their phone and then runs right into a strategically placed [out-of-home] ad," contended Gary Greenstein, CRO, Vector Media. 

Also during the 2015 holidays, RetailMeNot used Vector Media's mobile ads with an integrated online/offline campaign called #SaveItForward in New York. The coupons marketer said it got 1.5 million impressions—via all channels—during Black Friday weekend.

More specifically, said Marissa Tarleton, RetailMeNot's CMO for North America, "by using on-board beacon technology, [we were] able to connect with more than 800,000 shoppers in the NYC area during the campaign."

An increasing number of companies are buying into bus-based advertising. Brands from Maybelline to Leinenkugel's beer have recently employed Vector Media, and Rovio Media is using the platform to push its hit Angry Birds movie

Meanwhile, Vector Media owns double-decker buses that can be adorned with a brand's message, and it has installed beacon technology in the vehicles. The 18-year-old company also works with vendors to place ads along the routes of its tours. 

It offers branded Wi-Fi and streaming media, too. TBS livestreamed Conan O'Brien on the buses during Comic-Con International in San Diego last year. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: June 1, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT