Seattle Media Kit · locations where people spend the most time—on city ... Management, Business...
Transcript of Seattle Media Kit · locations where people spend the most time—on city ... Management, Business...
Seattle Media Kit
Seattle Media Kit2017
01 About Intersection02 Products
● Street● Bus● Rail● Air
03 Additional Offerings04 Insights05 Contact Us
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01 About Intersection
Reach people on their daily journeys
We know people are always on the go and that their origins and destinations are strong indicators of who they are. We’ve strategically placed our media in well-traveled locations where people spend the most time—on city streets, at transit hubs, in rail cars and buses, and at airports. With exclusive advertising partnerships with some of the country’s largest and busiest transit systems—including Chicago's CTA, BART in San Francisco, and SEPTA in Philadelphia, plus many more—Intersection provides scale among valuable audiences that other media can’t offer.
Intersection is a pioneer in municipal media in the U.S., with assets including transit, street furniture, airports, and airline media.
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Why Seattle?
Seattle is a booming economic powerhouse with some of advertising’s most prized demographics. Home to Microsoft, Amazon, Starbucks, and more, Seattleites have enormous purchasing power and rely extensively on the city’s transit systems.
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King County Metro
Metro operates a fleet of approximately 1,400 vehicles on 243 routes.
● Serves more than 1.7 million residents
● 120 million rides annually● Can be targeted to
Downtown Seattle, Eastside/Bellevue, North Seattle, and South Seattle
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Sound Transit
Sound Transit provides express bus, light rail, and commuter train services in the urban areas of King, Pierce, and Snohomish counties.
● Commuter- and highway-focused
● Light rail connects Sea-Tac Airport, Downtown Seattle, and the University of Washington
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Kitsap Transit
Kitsap Transit serves Bainbridge Island, Poulsbo, Port Orchard, and neighboring communities.
● Connects commuters to ferry terminals
● Approximately 4 million annual riders
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02 Products
Bus Media
With the largest network in the U.S., Intersection delivers unbeatable eye-level coverage in the heart of the country’s largest cities and DMAs. The Seattle bus network provides extensive coverage throughout the downtown business district, the Eastside, and communities to the North and South.
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Bus Commuter Profile
<$25k
$25-$34
$35-$49
17.4%
10.8%
16.1%
$50-$74
>$75k
15.2%
40.6%
Bus Commuter HHI
18-24
25-34
35-44
45-54
22.0%
24.9%
14.8%
13.8%
0 10 20 30
55-64
65+
14.3%
10.2%
Bus Commuter Age
Full-Time
Employment Status
White Collar
Management, Business Financial
Professional
Service
Sales, Office
High School
Some College (1-3 years)
College Graduate or more
OwnRent
Neither
White
African American
Hispanic
AsianOther
48.1%
00.0%
12.2%
22.2%
12.2%
10.5%
Education Level Attained
29.0%
71.0%
38.0%
Residence Status
44.5%50.0%
5.4%
Race/Ethnicity
74.7%6.0%
11.6%
11.8%7.5%
Female
Gender
Male
45.6%
54.4%
0 10 20 30 40
King County Metro
Legend
Kitsap Transit
Local Bus Coverage
Legend
Sound Transit
Commuter Bus Coverage
Full Wrap
SpecsCustom Install
Bus WrapsBus Wraps create a can’t miss moment, covering the perimeter of the bus and capturing all of the consumer’s attention on Seattle’s roadways.
ArticulatedBus Wrap
SpecsCustom Install
Articulated Bus WrapsArticulated Bus Wraps provide a massive canvas to create traffic-stopping moments. They combine the benefits of a standard bulletin with mobility, creating high impact and market penetration.
Ultra Super King
SpecsCustom Install
Bus Ultra Super KingsBus Ultra Kings create a show-stopping moment for your brand by combining the sweep of a roadside billboard with eye-level impact.
King
Specs30”H x 144”W
Bus KingsFrom window to wheel, Bus Kings successfully reach pedestrians and commuters alike and are impossible to miss.
Vertical Panel
SpecsCustom Install
Bus Kings with Vertical PanelA vertical panel adds impact to a Bus King campaign by towering over traffic, boosting visibility, and increasing creative options.
Tail
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Bus Tails
Tail displays are available in two sizes and command the attention of drivers as they sit behind the bus in dense Seattle traffic.
Specs21”H x 72”W
18”H x 60”W
Queen
Specs30”H x 88”W
Bus QueensTargeting both pedestrians and commuters, Bus Queen Displays deliver for advertisers that want extensive market penetration and recognition.
24”H x 88”W24”H x 65”W
Super Tail
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Bus Super Tails
Super Tail displays incorporate large images and text that capture the attention of drivers, passengers, and pedestrians as buses move through busy Seattle traffic.
SpecsCustom Install
Fullback
SpecsCustom Install
Fullback BusesFullbacks provide dominant messaging as buses weave their way through Seattle streets and suburbs.
Foam Wrap (Half Side)
SpecsCustom Install
Double Decker BusesDouble Tall Buses run on high-traffic commuter routes throughout Snohomish County and Downtown Seattle. The oversized buses provide high visibility in areas where billboards are restricted.
Modified Kong Custom Install
Full Wrap Custom Install
Super Tail Custom Install
Interiors
Specs11”H x 17”W and 11”H x 34”W
Bus InteriorsInterior Bus Cards allow you to reach a captive audience of Seattle commuters, shoppers, tourists, and students through their multi-block rides. A single, eye-level bulkhead display on each bus provides exclusivity and impact.
Bulkhead 33”H x 21”W and 22”H x 21”W
Targeted Bulkhead 17”H x 16”W
Rail Media
Rail media allow brands to target on-the-go customers and business commuters across the Metropolitan Seattle area with vibrant displays placed strategically throughout rail cars, major transit hubs, and on station platforms.
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Rail Commuter Profile
<$25k
$25-$34
$35-$49
8.0%
8.4%
8.9%
$50-$74
>$75k
23.6%
51.1%
18-24
25-34
35-44
45-54
17.1%
22.4%
21.8%
12.2%
0 10 20 30
55-64
65+
16.2%
10.3%Full-Time
Employment Status
White Collar
Management, Business Financial
Professional
Service
Sales, Office
High School
Some College (1-3 years)
College Graduate or more
OwnRent
Neither
White
African American
Hispanic
AsianOther
55.2%
00.0%
13.7%
28.7%
8.6%
13.6%
Education Level Attained
51.5%
75.7%
44.6%
Residence Status
51.5%44.6%
3.9%
Race/Ethnicity
73.0%3.8%
13.3%
13.4%9.8%
Female
Gender
Male
42.9%
57.1%
0
6.5%
Rail Commuter HHI
Rail Commuter Age
10 20 30 40 50
Legend
Light Rail
Rail Coverage
Legend
Commuter Rail
Rail Coverage
Station DominationsStation Dominations allow advertisers to dominate the landscape with both traditional and direct-application media at key high-traffic stations and commuter parking garages. Dominations create buzz and generate tremendous recall with out-of-the-box messaging that stops people in their tracks.
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Station Domination
SpecsSizes Vary
Station SaturationsStation Saturations allow advertisers to own all media in a particular section of the station—usually the mezzanine—to engage Seattle consumers creatively with an uninterrupted brand presence.
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Station Saturation
SpecsSizes Vary
University Tunnel WrapLocated in the heart of Downtown Seattle, the 70-foot-long University Tunnel Wrap uses the walls, floor, and ceiling to immerse consumers in a memorable brand message.
Custom Install
SpecsTunnel Wrap
Full Wrap
SpecsCustom Install
Train WrapsSound Transit’s Full Train Wraps cover the entire exterior and up to one-third of any single window to create a “WOW!” factor as trains traverse at-grade streets, over interstate overpasses, and through Seattle’s downtown rail stations.
Wild Wraps
SpecsCustom Install
Wild WrapsA Sound Transit Link Light Rail Wild Wrap allows you to post ads in succession across both sides of the train and can be enhanced with window extensions for even greater impact.
Interior Car Cards
Interior Brand Trains
Capture passengers where there are no distractions and share a brand message without interruption. Own all of the interior media and own the riding experience.
48” H X 24”W20”H x 30”W
Specs11”H x 17”W
MichelangeloBulkheads
Interior Card
Specs11”H x 17”W
Interior CardsRail Interiors place your ad directly in front of riders, providing the perfect way to communicate with this captive audience.
Michelangelo 48”H x 24”W Bulkhead 20”H x 30”W
Commuter Rail Car Card 26”H x 30”W
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Michelangelos
Eye-catching Michelangelo’s draw passenger attention upward, making your brand stand out above the crowd. Michelangelo’s can be die cut into any shape to add originality and impact to Seattle bus, light rail, and rail campaigns.
42”H x 28”W
Specs
Link Light Rail
Sounder Train 29”H x 63”W
48”H x 24”WBus / Tacoma Link Light Rail
2-Sheets
2-Sheets in Sound Transit stations provide advertising visibility in high-traffic and long dwell-time areas of each station.
46”H X 60”W
38
Specs2-Sheet
Air Media
From the moment consumers enter the airport through the duration of their flights, Intersection can deliver messages through traditional and digital media, as well as onboard and online media placements. Intersection has exclusive media rights in 4 major U.S. airports and a national partnership with United Airlines.
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Premium Club Display 3’H x 10’W
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Seattle-Tacoma International Airport (SEA)SeaTac Airport serves 45.7 million passengers annually and is the nation’s 9th busiest airport. Intersection offers Premium Club displays in the United Airlines Club Lounge as part of its exclusive advertising partnership with the airline.
Premium Club Displays
Available Media
Premium Club Digital
03 Additional Offerings
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Experiential
Intersection can craft custom brand activations and experiences in Seattle that take consumer engagement beyond advertising alone.
Beyond media space, Intersection can print standard or large-format ads for any out-of-home campaigns, including all transit and billboard markets. With tremendous buying power, Intersection can offer advertisers the best materials, processes, and costs.
04 Why Out-of-Home?
91%of the U.S. commuters age 16+ notice out-of-home advertising.
7of 10adults recall seeing out-of-home advertising, giving OOH the highest ad effectiveness over TV, radio, mobile, desktop and print.
Source: Nielsen Out-of-Home Study; Peter J. Solomon Study and Wall Street Research
Visited an advertiser’s website
Downloaded a mobile coupon/discount code
Downloaded the advertiser’s app
22%
22%
15%
23%
30%
26%
OOH viewers take action:
10
20
30
0
2014 2015 2016 2017 2018 2019 2020
Interacted with an OOH ad via NFC or QR code
Tuned in via tv or radio
Talked about the ad/product with others
0 10 20 30
Why Out-of-Home Advertising?
Out-of-Home Advertising
OOH Advertising — Right Place Right Time
OOH Advertising = ROI OOH Advertising = Online Engagement
• OOH reaches consumers in the same half-hour as 96% of in-store shopping activity.
• OOH reaches consumers in the same half-hour as 68% of purchase activity.
• OOH spend has a proven effect in driving brand metrics.
• OOH delivers the second best sales ROI of all traditional media.
• Including OOH in the mix increases sales revenue ROIs for search +40% and print +14%.
• OOH is the most efficient ad medium at driving online activity.
• After seeing an OOH ad, nearly 5 of 10 U.S. adults used an online search engine to get more information.
Source: USA TouchPoints, RealityMine; Benchmarketing, Out of Home ROI and Optimization in the Media Mix; Nielsen, OOH Online Activation Survey
05 Contact UsIntersection719 2nd Ave Suite 425Seattle, WA 98104intersection.com
Design and Production
• Outdoor ads are typically viewed from a distance. ○ Motion must also be taken into consideration. ○ 7 seconds is the average viewing time if the
viewer is driving or walking.○ Approx. 30 minutes for the average
bus/train rider.○ 8 minutes is the average dwell time if the rider is
on a platform.
• Always use large, legible typefaces. ○ At a distance, thin lines optically fade or break
up; and very heavy fonts blur together. • Use no more than 10 words total.
○ Keep it short for faster comprehension. • Don’t be subtle, the bolder the better.
○ High contrast, bright colors stand out best.• We recommend 3 elements or less.
○ 1 image, 1 logo, and 1 headline.• Keep any important copy or imagery within the
safety area.○ Templates are available upon request.
Designing an out-of-home advertisement is different than designing a print ad. Here is a list of Intersection’s recommended guidelines for designing a transit/outdoor ad.
Creative Suggestions Things to Remember
Effective Outdoor Design Guidelines LinkNYC
LinkNYC will be the largest digital advertising network in the world. Link brings gigabit Wi-Fi and a host of other public utilities to the citizens of New York for free.
• Two-sided units, each with a 55" digital HTML5-enabled display
○ location aware ○ dynamic feeds○ live countdowns ○ event-triggered
• Free 24/7 gigabit Wi-Fi• A touchscreen tablet interface for
accessing apps, wayfinding, city services
• Free domestic phone calls• Easy access to 911 and 311• Free fast-charging USB stations
• Logo in vector format (.ai or .eps). • Specify any Pantones numbers to
be used in creative.• Photos to be used (all images need
to be a minimum of 4”x6” @ 300 dpi).
• Current ads or promotional materials for reference.
• Provide your AE with the necessary materials (see You’ll Need to Provide colum).
• Artists provide recommended artwork.
• Please ask your AE for creative costs.
Intersection offers creative teams dedicated to one medium: transit outdoor advertising. Our customers provide details, desires and goals; we supply concepts, experience and creativity. Let the design experts at Intersection create your next award-worthy campaign!
The Process You’ll Need to Provide
Creative Services LinkNYC
LinkNYC will be the largest digital advertising network in the world. Link brings gigabit Wi-Fi and a host of other public utilities to the citizens of New York for free.
• Two-sided units, each with a 55" digital HTML5-enabled display
○ location aware ○ dynamic feeds○ live countdowns ○ event-triggered
• Free 24/7 gigabit Wi-Fi• A touchscreen tablet interface for
accessing apps, wayfinding, city services
• Free domestic phone calls• Easy access to 911 and 311• Free fast-charging USB stations
• Once the design(s) meets your approval, we will proceed with proofing the artwork for final output.
• Intersection will handle your printing, delivery and installation.
Production
• Your AE will supply you with art specifications, templates and uploading art. • Submit art 4 weeks prior to start date for proofing (6-8 weeks for station dominations or large wrapped media orders).• Electronic proofs will be sent for your approval. • If necessary hard proofs are available for an additional cost.• Once the proofs are approved, the files will be produced.• Rush Orders
○ Expediting a job is possible for an extra fee.○ Additional cost will be on a per job basis.
• Overage○ All contracts require overage (in the event of damage to the signs).○ Additional print amounts can and will vary by media form.○ Your AE will advise quantities necessary.
You’ve just bought the best media in the business-now make sure your message goes up the way you envisioned. Intersection print can provide you with the world-class printing solutions to ensure the quality you desire at competitive prices.
Supplying Art
Production and Timelines
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• Our Seattle Transit partners must approve all copy.• Please review the Transit Advertising Policies from each Transit Authority. Sensitive copy that would be rejected includes:
Alcohol, weapons, nudity, blood, religion, foul language, poor representation of the public transit authority, etc.• If the advertiser is not clearly identifiable, KC Metro requires an attribution that says “Paid for by _.” (the advertiser’s name
on the contract).○ Exterior Ads 72pt font at full size○ Interior Ads 24pt font at full size○ Additional information and guidelines are available in the KCM advertising policy.
• Please allow up to 5-7 business days or more for transit authority review.• Alcohol advertising is allowed on Kitsap Transit, request the alcohol guidelines for Kitsap from your AE.
You’ve just bought the best media in the business-now make sure your message goes up the way you envisioned. Intersection print can provide you with the world-class printing solutions to ensure the quality you desire at competitive prices.
Copy Approval
Production and Timelines