Two all beef patties, special sauce, lettuce…

Can you finish this copywriting masterpiece?  Do you know the campaign ran over 30 years ago for the Big Mac?

Click here to watch the commercial which first ran in 1975.

The commercial aired for about 18 months. During that time period, the commercial ran a very heavy frequency schedule.


The commercial is Hall of Fame worthy.  The words to the jingle are brilliant. But the secret ingredient to the success of this marketing campaign came from the deep.  Deep frequency.


Let’s agree that many business owners have a certain reaction when the word “frequency” is uttered by people in marketing.


“This is just your way of trying to get more money from me.”


It’s sad that marketing devolves into a money discussion.  Certainly, McDonald’s has buckets of money for marketing but with today’s media choices, small budgets can still generate effective frequency.


Many clients believe in the “one and done” school of advertising.


They order a big spend one time and expect immediate results to follow.  I wish ads worked that quickly.


For a new advertiser–with any target market–the primary objective is to build awareness for the product and the benefits it offers.  Awareness is necessary but not sufficient.  


After awareness is built, the copy strategy must shift to build “intent to buy.”  We must help the potential customer build a list of reasons they must purchase the product or service.  I spend most of my time in marketing consultations teaching others how to create intent to buy in consumer behavior.


Intent to buy occurs when a problem and solution are linked.


For Big Mac lovers (intent), only a simple reminder is needed.


Most of us are a canyon-jump away from the luxury of reminder advertising.  We must build awareness, demand and a strong desire to satisfy a felt need.


Most of you are probably asking the question, “How much is enough?  This is what I believe:  (and I believe it can be done with a reasonable budget)

* Your small target audience

* With a felt need for your offer

* Must hear the right words

* 3 times per week

* 52 weeks/year


Right target. Right words. Right frequency.


…cheese, pickles, onions, on a sesame seed bun.



Why Successful Brands Use Out of Home Media

Why Successful Brands Use Out of Home Media

According to WARC, successful brands allocate 13% of their media budgets to out of home advertising.

The Outdoor Advertising Association of America’s (OAAA) 2018 report shared that big brands are increasing their OOH budgets. The study also found that OOH increases the success of digital search by over 40% and print by over 14%!

That’s right, out of home media makes your other marketing campaigns more successful!


WARC’s Data Editor, James McDonald said, “Out of home is an industry staple, attracting a consistent share of successful brands’ budgets over the long-term. The channel delivers affordable reach with CPM routinely below the all media average.”


Smirnoff Vodka | Bus Shelter Advertisement

Smirnoff Vodka | Bus Shelter Advertisement


OAAA also shared that while brands are increasing their OOH media allocation, they can receive an even greater return on investment by allocating more! Below is a chart OAAA shared with current spending versus optimum spending for OOH.

Why Successful Brands Use Out of Home Media

Even completely online businesses are going offline to promote their products and services.

Why Successful Brands Use Out of Home Media

You might think that an increase in out of home media is only possible for large brands. Think again! Transit Advertising, Inc. offers a variety of campaign mixes that help small businesses saturate their local market and dominate the competition.

Transit advertising provides brands of all sizes with the opportunity to take over a platform without competing for space with competitors. Complete domination of a platform without competitive pressure is essentially unheard of with any other platform.

Why Successful Brands Use Out of Home Media

In 2018, the experience is everything. Out of home media, ensures your audience doesn’t swipe past your ad. Instead, creative transit advertising encourages pedestrians to share photos on social media and engage with your brand on a personal level!

Take your brand where no other advertising platform can reach. Transit advertising carries your brand message throughout the city influencing digital activity, supporting other marketing efforts and increasing brand recognition.

Next, to digital, OOH is the only medium that is expected to grow its market share in 2018. Isn’t it time you utilize transit advertising to grow your own marketing share?



Transit Advertising for Financial Institutions

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

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

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

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?



Do Attack Ads Work?

Burger King is finding creative ways to showcase their competitive advantage against competitors.

Burger King uses flame grilling to cook their burgers, unlike other burger chains which use a flat grill. The fast-food chain is highlighting their flame grilled patties by using attack ads that show a grill in the backyard of former McDonald’s executives. In other words, not even their competitor’s top management can resist Burger King style patties.

Burger King is part of a saturated industry, meaning they have many competitors and price competition is intense. Rather than competing on price, where the lowest cost always wins, Burger King is finding a way to illustrate why they are better for consumers.

Have you wondered if attack ads were the right choice for your business? There are significant factors to consider before promoting an ad that goes after the competition.

Essential questions to ask before running attack ads:


Does the message align with your brand voice?

You may have never considered the voice of your brand. A brand voice is a guide when writing advertising copy. It conveys the feeling that you want connected with your brand. For example, The Honest Company’s brand voice is Mom’s.

If you are creating an attack ad, it is essential that the message still align closely with the feeling you want consumers to have about your brand.

Are you in a highly competitive market?

Attack ads are typically useful when you are in a competitive market. One way to evaluate if you are in a competitive market is to evaluate your competitors. If you have many competitors, it is likely price competition is strong. Attack ads might be a creative way to break through the clutter and display your competitive advantage.

Are they smart or derogatory?

Derogatory messages are typically not received well by consumers. It is important that attack ads are clever or funny without a derogatory or bullying type message. There are degrees of attack ads. For example, Burger King’s ads are direct and state their competitive advantage. Wendy’s digs a little deeper with their attack ads. Wendy’s instigates interactions between themselves and competitors online. You’ll see in the example below that they call out their competitor and show images of McDonald’s soggy burger for National Frozen Food Day! This is more intense than Burger King’s ad.

If you throw the first punch, it’s likely your competitor will fight back. When you choose attack ads, remember the message you are trying to convey and stick to it. We do not recommend going down a road that ever compromises the integrity of your brand. Remain clever and use messages that ingeniously show your competitive advantage.

Smart and Relevant Advertising

Smart and Relevant Advertising

Transit ads encapsulate the original intent behind advertising, to deliver useful information to the public through creative design.

City buses travel through significant areas of town and are seen by drivers, pedestrians, and riders. Advertisements that stretch across these rolling billboards provide local, targeted messaging for brands. Transit ads offer timely messages to consumers in a way that mobile and desktop advertising cannot.

Hard Rock Hotel & Casino transit advertisement in Tulsa, Oklahoma.

The impact of transit advertisements can be measured by the number of times the public comes into contact with the ad. Large format transit ads receive up to 350K impression per week!

“According to PQ Media, digital out-of-home exposure is forecast to increase to 20 minutes on average per week….”

Building brand awareness is a slow process. However, transit advertising’s high impact, “more bang for your buck” exposure can saturate local markets with your brand message. Brands have the opportunity to take eye-catching designs with relevant messages to their audience on a large scale.

The mobility of transit ads allows brands to achieve more significant reach and impressions than other forms of out-of-home media. Transit ads help brands take over their local market with unique and opportune messages that propel consumers to act.

Pinot’s Palette transit advertisement in Tulsa, Oklahoma.

Smart messaging is key to influencing engagement with transit advertisements. Clever, short messages can inspire consumers to search for a brand online, post images of the ad to social media or stop by a brick-and-mortar location.

“People who see an OOH [out-of-home media] campaign are 17% more likely to engage with the brand on their mobile.” Marketing Week

Outsmart, OOH industry educator found that 57% of people that engage with a campaign on their mobile device after seeing an out-of-home advertisement are either new or lapsed customers of the brand. This data shows that out-of-home media such as transit advertisements have the power to bring in new customers as well as those that have lost touch with the brand.

Brands that take advantage of transit advertising’s high impact formatting with smart and relevant messaging can increase brand awareness, market share, and consumer engagement.


Transit Advertising in 2018

Transit Advertising in 2018

Transit advertising leads the pack in out-of-home media in 2018.

Transit advertisements receive up to 350K impressions per week. Unlike other forms of out-of-home media, transit ads are not constrained to a single location. Transit advertisements take ads to major areas of town at no additional cost. They also allow advertisers to capitalize on location-based marketing strategies. Location-based strategies mean bus ads can reach consumers at relevant times and places around town.

According to Google, 76% of people who search for something nearby on their smartphone visit a related business within a day.

Transit advertising helps to drive this behavior as consumers see these large moving billboards during their commute. Drivers intersect with transit ads every day. This level of high interaction builds interest and helps drive digital or brick-and-mortar engagement.

Nielsen’s Ads Driving Online Activity 2017 report shared, “While OOH media accounts for 26 percent of gross search activations generated by television, radio, print, OOH combined, but it only accounts for 7 percent of the total combined advertising spend.”

Combine the location-based strategy with personalized messages and transit advertisements have the power to influence response. Personalized brand messages allow your brand to connect with the needs of potential customers. Transit ads take personalized ads on the road to reach potential customers during their commute and influence purchasing behavior.

The large visual presence of transit advertisements aligns with today’s phone-focused consumers. Major brands seek creative ways to reach consumers in order to break through the clutter. Transit advertising offers a large canvas for brands to design. Imaginative bus designs cannot be missed and trigger consumers to search for more information, seek out a brick-and-mortar location or share on social media.

Transit advertisements allow today’s digital consumers to feel connected in a physical way. Consumers often take photos with creative bus ads and share this content to social media, providing brands with spikes in online traffic.

Get up close and personal with today’s digital consumers with transit advertising.

Don’t Stress Over Algorithm Changes, Choose Transit Advertising

Changes to Facebook’s algorithm have created new challenges for both advertisers and small businesses in 2018.

Social media is a necessary evil for any marketing and advertising strategy. However, business owners need advertising mediums that do not fluctuate like the tide. Transit advertising offers brands consistent brand awareness by saturating their market with high impact, moving advertisements.

While other advertising mediums undergo significant changes that limit reach or connection with your audience, transit advertising remains consistent. Unlike other advertising platforms, transit advertising does not up-charge businesses to gain more reach or impact high traffic areas of town.

What is your advertising mix? If your business is heavily reliant on digital media, it needs to be highly responsive to change to be successful. Digital media changes often and brands must adapt to win new customers. A brand’s digital footprint is fundamental, but transit advertising can be a consistent driver in gaining market share. While your team scrambles to adapt to changes in algorithms and other factors that shift digital media, your transit ad can hit the streets with your brand message.

Transit advertising is a no-nonsense medium that offers brands increases in conversions, brand awareness, and market share. Imagine your ad at eye-level with the size and color resolution of a billboard. Transit ads are used to encourage viewers to visit your website, connect on social media, or call your business through highly visible brand messages and imagery. The creative options for transit advertising are limitless.

This eye-catching medium can even support other advertising objectives. Transit advertisements can carry brand messages used on social media, print, radio, television, and billboards to reinforce key messages you want your local market to remember. Advertising on transit buses has a more significant reach for vehicular, pedestrian, and transit ridership than any other form of outdoor advertising.

If you are still evaluating advertising options for 2018, consider transit advertising. Receive more “bang for your buck” promotion that ensures consumers within your local market know and recognize your brand name.

Make advertising simple in 2018, go big at a low cost with transit advertising.

Do Your Ads Bring in New Customers?

For many small business owners, advertising feels like flushing dollars down the drain.

The key to strong advertising results isn’t a good plumber. It is giving buyers the information they need to make a decision. Advertising messages that convert highlight a problem and show how your product or service is the solution.

Advertising does not have to be an elusive process. While creativity plays a role, common sense messages go a long way when bringing in new customers. When prospects understand how your product or service meets their need, they will seek you out to discover more.

Source: AdSoft Direct

Advertising messages that address a problem can be creative and catchy.

Do you remember Wendy’s ad, “Where’s the beef?”. This ad targeted competitors and addressed a common issue faced by consumers. The ad featured tiny burgers and large buns. Wendy’s creatively pointed out that they offer better burgers with more meat than the competition. For businesses that are in a competitive industry, pointing to value allows you to compete on issues other than price. Wendy’s targeted what mattered to customers with creative messaging that worked.

Exterior of a Suburban House — Image by © Royalty-Free/Corbis

Words aren’t the only thing that matters when it comes to problem/solution advertising.

Febreze’s “Get your home back” campaign featured a large dog in a home. The strong imagery immediately makes the problem clear to pet owners… Febreze keeps your home from smelling like a dog house! The advertisers didn’t use the words “pet owner,” “dog house,” “smell” or any other obvious language. The creative imagery captures the viewer and the slogan, “Get your home back” showcases Febreze as the solution.

Febreze’s “Get your home back” campaign targeted a specific consumer group, pet owners. Similarly, Delta and Tinder partnered to create an ad that targeted a particular consumer group within their shared target audience…singles.


Source: Ad Week

Delta and Tinder, created an ad that addresses a problem for singles, being “swiped right.” For anyone not familiar with the dating app, Tinder, “swiping right” means you are interested in someone. This creative problem/solution ad used the message “World travelers are more likely to be swiped right” along with images of unique destinations around the globe. The advertisement shows that when singles travel with Delta, they are more likely to find a partner.

Not every small business has a marketing genius at their fingertips. However, common sense tips can help you create adverting messages that convert. Identify a specific problem that your product or service can solve for your target audience, then get creative.

Transit advertising allows businesses to take their creative brand messages to the streets. These rolling billboards help unique ads make a significant impact. Whether you provide an advertisement or need one created, our team will optimize your ad for this large format medium. Transit ads are more cost-effective than other large format ads. Businesses can receive multiple transit ads for the cost of one billboard along with no premium for targeting key areas of town.

Holiday Ads

Personalized Holiday Cheer

As holiday ads begin to flood advertising channels, brand messages that target customers with personal messages will succeed.

Steep discounts are a tempting strategy for holiday promotions. However, when price competition is heavy, the lowest price wins. Instead of competing on price, consider personalized messages that show how your product or service aligns with your customer’s lifestyle.

Utilize Data:

To better understand your customer, you must leverage data. Holiday shopping elicits both stress and excitement. Epsilon found that 72% of the individuals surveyed said that online shopping for gifts has made life easier. Leveraging data can help you better understand customers to determine the right advertising channels and messaging. Data can help you win holidays shoppers.

If you are an online retailer utilizing out-of-home advertisements to cut through advertising clutter, your ad should state where potential customers can find you online. Your ad could even use messages such as “skip the line” and direct shoppers to your online platforms.

Learn from Testimonials:

Testimonials tell you how consumers use your products and why. This information can be used to craft personal advertising messages that speak to the needs of your potential customers.

Understanding how your product is used allows you to pick advertising images that show consumers how your product solves a particular problem. When your product is seen as a solution, you don’t have to compete on price.

Maximize Omni-channel Effectiveness:

Holiday shoppers are likely to make brick and mortar as well as online purchases. Advertisers can utilize online and out-of-home media to increase omnichannel shopping habits. When multiple advertising channels promote personalized messages, businesses increase their chances of influencing both in-person and online sales.

By utilizing multiple advertising channels such as PPC, social media, print and out-of-home media advertisers saturate the market with ad messages. This massive brand awareness allows consumers to choose the shopping channel that is most convenient.

Personalized messages are formed by understanding your customers’ demographic information along with how they use your product and where they prefer to make purchases. When businesses leverage this knowledge in their advertising messaging, they are more likely to win holiday shoppers. Out-of-home media continues to be a cost-effective advertising channel that has the power to influence both brick and mortar as well as online sales. When the right advertising channel is paired with personal messages, advertisers are likely to see better conversions over the holiday season.

Does Your Offer Move People?

What matters most in creating consumer response to a marketing offer?

An argument can be made that the medium, timing, and message frequency are driving forces behind any marketing campaign. I have long argued that “words matter most.”

Not just any words will do. Copywriters must strive to find the correct combination of words that compel consumers to act.

It’s all about the offer.

“Buy one, get one free.”

“Buy a new lawn mower– get a weed-eater for half-price”

“Visit our store today and get a free Major League World Series Baseball”

The best offer is one that creates movement in a potential customer. Here’s a check-list for offer power:

  • Call me out—be as specific as possible about WHO will receive the offer. The more limited the audience the more likely a customer will move quickly. Make the customer feel special with a personal offer.
  • What’s-in-it-for-me?—Spell out the benefit of the offer in simple terms. If the offer requires an asterisk and fine print—please try again.
  • Remove all risk—Offer the best, no-questions-asked guarantee in the business and scream the guarantee in the message
    Keep it short and simple—If you can’t Tweet the offer, it’s probably too long.
  • Quick deadlines—The best offers don’t last long. (Keep new offers coming.) A business owner should continue to honor an offer after a deadline—but communicate deadlines to create urgency.

Don’t be afraid to make specific offers in transit advertising. In fact, expect your offers to perform better in transit due to the seemingly more urgent “moving message.”

Test your offers in social media, then let Transit Advertising move your message to create powerful reach with frequency.