It is no secret that financial institutions are low on Gallup’s feel-good ranking.
Banks are slowly shifting toward advertisements that focus on consumer needs. Unfortunately, a few feel-good messages cannot undo years of negative sentiments toward financial institutions. Successful banking ads must saturate the local market to slowly disentangle the brand from ideas that the institution does not care about the average joe.
Digital ads are easily swiped away, and other media is often ignored. Thankfully, the size and resolution of transit advertisements cannot be overlooked. Transit advertising gives banks the opportunity to change consumer perception over time with high-frequency and unique messaging. These moving billboards weave throughout the city changing perceptions one impression at a time.
How transit advertisements take bank advertisements further:
Brand Awareness | Reach & Frequency
Transit advertisements receive up to 350K impressions per week. When ad duration and design are strategic, local consumers begin to associate banking brands with critical messaging. Recognizing a bank’s name and logo are not enough. Over time, transit advertisements help banks push beyond name association to statements such as, “I am choosing this bank because they care about [blue collar workers, small business owners, parents, veterans].” Transit ads have the power to take your brand to the next level of awareness.
Value Messaging | Care More Than the Competition
Apathetic customers are the easiest to steal. Transit advertising allows banks to display huge, eye-catching messages that reflect the institution’s understanding of client needs. Consumers cannot ignore these consumer-focused messages, which are seen during daily commutes and throughout town. Slowly, consumers will begin to realize your bank [supports local business, understands new homeowner needs, and is available 24/7]. Transit advertisements ensure the local community begins to associate your bank with their specific and unique needs.
Competitive Advantage | What Makes You Different
Brand isn’t enough. Banks have the opportunity to leverage transit advertising’s 350K impressions per week by sharing what makes them different than the competition. Over time, transit advertisements evolve consumer perception to recognize immediately why your bank is different than the competition. When you choose the right design, consumers will begin to realize your bank is [local, mobile friendly, customer focused, trusted by small business owners].
Transit advertising is unlike any other medium. It is the most cost-effective out-of-home media, it is not affected by consumer apathy toward a platform, nor is it easily ignored. You have the power to change consumer perceptions, promote your brand and saturate the local market.
Isn’t time you chose transit advertising as your solution?