Wikipedia reports over 1.5 million people ride Boston’s MBTA transit system each weekday. Boston is one of the five largest transit systems in the country. The other cities being Philadelphia, Chicago, New York and Washington, DC. Copley Advertising has announced a new mobile marketing program that allows clients to geofence any one, or part, of the top five transit systems in the country.
“The transit marketing has always been one of our targets. The same advertising model has been in use for 100 years. We thought it was time for a major shift and a better way to serve the users of the systems.” Stated John Flynn, CEO of Copley Advertising.
Copley Advertising begins geofencing the platforms at 7 a.m. and ends at 10 a.m. Then, for the afternoon rush, we geofence the platforms from 4 p.m. to 7 p.m. We tag smartphones at their location and place ads on tagged smartphones. Once the tagged user sees the video ad, their ID is placed in an impression folder. If they engage with the ad, their ID will be placed in a retargeting folder.
When there is a critical mass of retargeting IDs, Copley Advertising will begin a retargeting program. The click rate for our retargeting program is 2X to 16X.
The IDs from the impressions can be loaded week to week as the new IDs come in. Past tracking has shown a 20% increase in click rate compared to regular campaigns.
The client can buy multiple cities, one market, or chose locations in one of the systems. This gives the client the freedom to drill down to the geo-target. The client can select an area during the a.m. rush where the demo lives, as well as the platform where they work in the afternoon.
While waiting for the train everyone is on their phone. The posters at each station are old, outdated and dirty. Out-of-home sellers are resorting to selling “geofencing” with their products because they are out of touch with the demo.
Beware! There is a big difference between buying a diamond from a jewelry store and getting a deal at a supermarket.
The Copley Advertising Mobile Transit Domination program is ground breaking as it brings together all our capabilities, giving clients the ability to reach the top five transit systems at a fraction of the cost of OOH. Or you can just by a billboard. When someone gets off their phone, they might look up.
