By Jonathan Baker, with Insights from Angela Mertz, VP of Integrated Media at EGC If you ever travel by way of public transportation—train, bus, subway, taxi, among other types—you’ve seen out of home (OOH) advertising ‘on the go.’ Specifically, this is known as ‘transit advertising.’ There are so many transit ads on display on as many vehicles, it’s easy to get used to them. (Seen one, you’ve seen them all.) The impact of transit advertising, however, is nothing to overlook. Transit Advertising: Hiding in Plain Sight Social media, video, and other forms of digital advertising are top-of-mind among marketers. This is understandable, considering the high-tech times of today. These marketers should pay attention, however, to the impact of OOH advertising; specifically, transit advertising. Interestingly, maybe the very visibility of these ads on buses, subways, and other types of mass transit makes their impact almost invisible. How much impact do these ads have on commuting consumers? More than one may think. Examples of the Obvious—and Subtle—Impact of Transit Ads The impact behind this segment of OOH advertising is the collective result of: A Far Reach: A transit ad posted as an interior card in a subway car, for example, appears before thousands of commuters of all ages and walks of life. In short, many people will see a single ad during their travels. (On a side note, this is also a very cost-effective means of advertising for marketers.) Going in the opposite direction, transit ads may also have… Specific Targeting: In a place like New York City, which encompasses the many walks of life mentioned above, transit ads may also be targeted to specific sections based on demographics. The Repetition Factor: When commuters see the same ad several times a day (and more than once a week) they become more aware of the brand being promoted—consciously or unconsciously. Viewing the ad becomes repetitive. Should they need a particular product or service, they will remember the ad they saw, which will then trigger brand recognition. When it comes down to facts and figures that resulted from the points listed above… Out of Home Advertising Hits It Out of the Park As reported in Reuters, the Out of Home Advertising Association of America (OAAA) tallied $1.98 billion in revenue among OOH ads in the first quarter of 2025. This is a record-setting figure in upward OOH growth for the last 16 consecutive quarters. Transit collateral accounted for 3.4 percent of total ad spend in this increase—behind street furniture at 5.5 percent. (And street furniture, which includes benches and bus shelters, is to some degree an extension of transit advertising.) The EGC Group can vouch for this success. Transit Advertising Made Web Traffic Travel—Far! EGC recently created a transit campaign for a regional homecare provider. Strategically placed collateral appeared along high-traffic commuter routes to connect the brand with caregivers and decision-makers. Commuters who saw this campaign turned to their mobile devices or computers. Eventually, this campaign led to a 2,000 percent increase in traffic to this homecare provider’s website! If you are a brand or marketer who has thought about pursuing OOH advertising, consider beginning with transit. Take this advice from Angela Mertz, EGC’s VP of Integrated Media: “Don’t sleep on transit. This medium helped us deliver sustained visibility and meaningful results—at a cost per action under $20.” (Ah, there’s that cost-effective factor again!) Contact EGC to learn more about transit advertising. We’ll plan a route that will lead your brand to success!
