Our agency's secret weapon

There's a media we've used to successfully brand and grow businesses for years, and most people don't even think of it when they think of advertising. Bus exteriors are an extremely visible ad for the money, reaching thousands of people every day and acting as a "traveling billboard" with a huge and vibrant message that's nearly impossible to miss. You can even "target" your audience somewhat, by selecting a specific route—it can run near a college campus or military base, or through a business district, or between shopping malls. Best of all, the cost of advertising on a bus exterior is substantially less than the cost of an outdoor billboard.

Keep in mind that, while they can be a great mass medium, one of the drawbacks of transportation-based advertising is that it is hard to target a very narrow group (women-only or a specific age group, for example). As a result, your ad may end up reaching a large number of people who are not prospects for the advertised product or service.

Here are 3 tips to remember if you're considering bus exterior advertising:
1. You can purchase a fully wrapped bus, or just one side.
2. You'll have to pay for the initial production, which is sometimes airbrushed by an artist and sometimes digitally created as a wrap. The artwork is generally good for 1-2 years but can actually last longer.
3. If you purchase one side, you should specify either door side or outside, and remember that they reach entirely different audiences.