Bus advertising remains a highly effective medium for reaching diverse urban audiences, with significant potential for engaging potential customers who are constantly on the move. Unlike digital ads, which can be easily ignored or blocked, bus advertisements are visible to everyone, from commuters to passers-by, making them an invaluable tool for businesses seeking to enhance their marketing strategies.
A recent study by offline marketing experts at Oppizi highlights the best areas in the UK to maximise the impact of bus advertising. By analysing Department of Transport statistics, Oppizi determined the bus miles driven in each local authority per 100,000 residents, identifying the top ten locations where bus adverts are most likely to be seen. These insights are crucial for businesses looking to tap into the vast potential of out-of-home advertising.
Top Ten Areas for Bus Advertising
- North West Leicestershire
North West Leicestershire stands out as the prime location for bus advertising in the UK. With an impressive 125 million bus miles driven per 100,000 residents, it offers unparalleled visibility for advertisers. The high volume of bus traffic ensures that adverts reach a broad audience, making it an ideal area for businesses to invest in. - Lancashire
Following North West Leicestershire, Lancashire ranks second with 15.37 million bus miles per 100,000 residents. Urban centres like Blackpool, Blackburn, Preston, and Burnley contribute significantly to this figure, providing ample opportunities for businesses to target bus riders effectively. - Norfolk
Norfolk, with 5.44 million bus miles per 100,000 residents, is the third-best area for bus advertising. Key cities such as Norwich, Great Yarmouth, and Kings Lynn are major contributors, offering a substantial reach for adverts placed on buses. - Tyne and Wear
In fourth place is Tyne and Wear, where buses travel 3.48 million miles per 100,000 residents. The metropolitan areas of Sunderland, Newcastle, and Gateshead play a crucial role in generating this high level of bus traffic, providing businesses with significant advertising potential. - West Midlands
The West Midlands, with 3.26 million bus miles per 100,000 residents, is another top location for bus advertising. Birmingham, Coventry, and Solihull are key areas where businesses can effectively target commuters and other bus users. - London
London, despite its massive population and extensive public transport network, ranks sixth with 3.25 million bus miles per 100,000 residents. This lower ranking compared to other regions is due to the higher population density, but the sheer number of bus journeys—2.2 billion annually—still makes it a prime location for bus adverts. - Brighton and Hove
Brighton and Hove, with 2.88 million bus miles per 100,000 residents, offers substantial opportunities for businesses to reach a varied audience, including both locals and tourists. - Darlington
Darlington, where buses travel 2.8 million miles per 100,000 residents, is another excellent location for bus advertising. The town’s well-used bus network provides ample opportunities for visibility. - Nottingham
Nottingham sees 2.71 million bus miles per 100,000 residents, making it a favourable location for businesses to advertise. The city’s robust public transport system ensures that adverts are seen by a wide audience. - Northeast
The Northeast region rounds out the top ten, with 2.69 million bus miles per 100,000 residents. This includes areas such as Middlesbrough and Stockton-on-Tees, offering extensive reach for bus adverts.
The Benefits of Bus Advertising
A spokesperson from Oppizi emphasised the effectiveness of bus advertising: “Buses provide a highly effective means of conveying messages as they are always on the move and often bright and eye-catching. They follow consistent routes, catching the eye of daily commuters and passers-by. Unlike digital ads, bus adverts reach a broad and diverse audience, including those who are less tech-savvy.”
Bus advertising can be placed on the interior, sides, rear, or as full wraps, offering various options for businesses to showcase their messages. The high recall rate of bus adverts—86% of passengers can recall seeing them—underscores their impact.
Areas to Avoid for Bus Advertising
The study also identified the least effective areas for bus advertising. Rutland, West Berkshire, and the Royal Borough of Windsor and Maidenhead are among the regions with the fewest bus miles driven per 100,000 residents, making them less attractive for bus advertising campaigns.
In conclusion, businesses looking to expand their out-of-home advertising strategies should consider the high-impact potential of bus adverts in the top-ranked areas. By targeting locations with the highest bus mileage, companies can maximise their visibility and reach a diverse audience, ultimately driving more customer engagement and business growth.
For more information, visit https://www.oppizi.com/.