Text Messaging Ad Media Kit
TO REACH TRANSIT COMMUTERS
TRANSIT TEXT MESSAGING DIGITAL ADVERTISING AS LOW AS A PENNY*
A New Medium Worth Exploring Are you an advertiser or media buyer interested in reaching the transit commuter audience with your message? Consider running a campaign through the ETS Text Messaging Service. At the bottom of every text message is a 40 character allocation waiting just for you.
Text message advertising provides a direct way to reach thousands of commuters riding the transit system every day. The best part is that you can customize your campaign by location, time of day, bus route and even budget. *See How Much is the Investment? section for details.
WHY TARGET TRANSIT COMMUTERS? Commuters Are Diverse And High In Numbers Ridership ETS calculates that in 2010, over 76 million trips where made by commuters on Edmonton Transit.
Segments There is diversity among commuters riding Edmonton Transit every day.
Figure 1 – Commuter Segment Snapshot
Figure 2 – Commuter Household Income
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Figure 3 – Commuter Age Snapshot
Figure 4 – Commuter Gender Snapshot
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Figure 5 – Commuter Phone Access
Figure 6 – Commuter Text Messaging Use
Source: Source: 2008 ETS Communication Channel Research, Leger Marketing
Source: Source: 2008 ETS Communication Channel Research, Leger Marketing
WHY ADVERTISE THROUGH TEXT MESSAGING? A Truly Customized Experience As an advertiser, you can customize your text messaging campaign in a number of different ways. Location If you offer products or services at a specific location, your text messaging ad campaign can be targeted to specific bus stops within the area. This option will both help increase the relevancy of your ad and the ability to make a conversion into a sale
Message You can test different messages for effectiveness by running up to three ad variations at any given time. This option allows you to actively adjust messages to those that have the most impact in terms of location, time of day and even audience.
Route Consider customizing your campaign to a specific route. This option is advantageous when targeting niche markets, such as students, shoppers, or even areas of the city most important to you.
Provider If your focus is to reach commuters with a particular mobile phone provider, we can likely accommodate. Most of the well known telecoms support the ETS text messaging service, enabling us to offer this to you as an option.
Hour Are your products or services time-sensitive. If so, consider structuring your campaign by not only day of the week, but also time of day. Catch commuters when they are most receptive.
The Numbers Are Appealing Impressions This March (2011) the average number of impressions (messages sent to commuters) per day exceeded 7,500. The number of total impressions for the month (March, 2011) exceeded 230,000. These numbers far exceed expectation and continue to grow aggressively each month.
Figure 7 – Total Messages by Hour (Q1, 2011)
Figure 8 – Total Messages by Month (Q1)
User Frequency In March (2011), 81% of riders that used the text messaging service, did so as much as 24 times and 14% as much as 49 times. This suggests a healthy mix of both repeat and new users.
Figure 9 – Usage Frequency (March, 2011)
Reports The user-friendly campaign management portal not only allows you to manage your ad campaign with ease, but also offers detailed reporting on campaign performance. Some of the reports at your disposal include: l l l l
Ad Spend by Date Ad Spend by Campaign Stops Receiving Highest Bids Ads Deployed by Stop
HOW MUCH IS THE INVESTMENT? As Low as a Penny With ETS text messaging, the price you pay per ad is market-driven; making it flexible as well as sensitive to your business needs. Following a bid structure, you put forward the amount that you are comfortable investing per ad (impression). Having the price in your hands, allows you to control the frequency and duration of your campaign. For example, a higher bid will result in your ads running more
frequently, while a lower bid in less frequent deployments. However, bidding low can allow you to stretch your campaign over a longer period of time. As a blitz to introduce this new medium, ETS will be setting the minimum bid at a competitive rate of $0.01 per ad/impression (plus tax). Yes, that's a penny per ad, $10 per thousand (CPM).* *Not including applicable sales tax.
HOW DO I GET STARTED? Start Planning a Campaign in Minutes Getting started is as easy as 1, 2, 3. Step 1: Register Account Visit takeETS.com/text, follow the instructions to access the campaign management portal and register a new account. Once registered, complete your profile and agency information associated with your new account.
Additional Information Contact ETS today to learn more. Nathan Walters Strategic Marketing Supervisor Edmonton Transit System Tel: (780)496-2853 Email: [email protected]
Step 2: Buy Credits Buy credits from the City of Edmonton for your ad campaign by following the prompts within the campaign management portal. We accept both Visa and MasterCard as payment methods. Step 3: Plan Campaign & Place Bids Start planning your campaign using our customized options and place your bids.
TRANSIT TEXT MESSAGING DIGITAL ADVERTISING AS LOW AS A PENNY*
A New Medium Worth Exploring Are you an advertiser or media buyer interested in reaching the transit commuter audience with your message? Consider running a campaign through the ETS Text Messaging Service. At the bottom of every text message is a 40 character allocation waiting just for you.
Text message advertising provides a direct way to reach thousands of commuters riding the transit system every day. The best part is that you can customize your campaign by location, time of day, bus route and even budget. *See How Much is the Investment? section for details.
WHY TARGET TRANSIT COMMUTERS? Commuters Are Diverse And High In Numbers Ridership ETS calculates that in 2010, over 76 million trips where made by commuters on Edmonton Transit.
Segments There is diversity among commuters riding Edmonton Transit every day.
Figure 1 – Commuter Segment Snapshot
Figure 2 – Commuter Household Income
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Figure 3 – Commuter Age Snapshot
Figure 4 – Commuter Gender Snapshot
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Source: 2009 ETS Rider Retention, Acquisition & Frequency Survey, Banister Research
Figure 5 – Commuter Phone Access
Figure 6 – Commuter Text Messaging Use
Source: Source: 2008 ETS Communication Channel Research, Leger Marketing
Source: Source: 2008 ETS Communication Channel Research, Leger Marketing
WHY ADVERTISE THROUGH TEXT MESSAGING? A Truly Customized Experience As an advertiser, you can customize your text messaging campaign in a number of different ways. Location If you offer products or services at a specific location, your text messaging ad campaign can be targeted to specific bus stops within the area. This option will both help increase the relevancy of your ad and the ability to make a conversion into a sale
Message You can test different messages for effectiveness by running up to three ad variations at any given time. This option allows you to actively adjust messages to those that have the most impact in terms of location, time of day and even audience.
Route Consider customizing your campaign to a specific route. This option is advantageous when targeting niche markets, such as students, shoppers, or even areas of the city most important to you.
Provider If your focus is to reach commuters with a particular mobile phone provider, we can likely accommodate. Most of the well known telecoms support the ETS text messaging service, enabling us to offer this to you as an option.
Hour Are your products or services time-sensitive. If so, consider structuring your campaign by not only day of the week, but also time of day. Catch commuters when they are most receptive.
The Numbers Are Appealing Impressions This March (2011) the average number of impressions (messages sent to commuters) per day exceeded 7,500. The number of total impressions for the month (March, 2011) exceeded 230,000. These numbers far exceed expectation and continue to grow aggressively each month.
Figure 7 – Total Messages by Hour (Q1, 2011)
Figure 8 – Total Messages by Month (Q1)
User Frequency In March (2011), 81% of riders that used the text messaging service, did so as much as 24 times and 14% as much as 49 times. This suggests a healthy mix of both repeat and new users.
Figure 9 – Usage Frequency (March, 2011)
Reports The user-friendly campaign management portal not only allows you to manage your ad campaign with ease, but also offers detailed reporting on campaign performance. Some of the reports at your disposal include: l l l l
Ad Spend by Date Ad Spend by Campaign Stops Receiving Highest Bids Ads Deployed by Stop
HOW MUCH IS THE INVESTMENT? As Low as a Penny With ETS text messaging, the price you pay per ad is market-driven; making it flexible as well as sensitive to your business needs. Following a bid structure, you put forward the amount that you are comfortable investing per ad (impression). Having the price in your hands, allows you to control the frequency and duration of your campaign. For example, a higher bid will result in your ads running more
frequently, while a lower bid in less frequent deployments. However, bidding low can allow you to stretch your campaign over a longer period of time. As a blitz to introduce this new medium, ETS will be setting the minimum bid at a competitive rate of $0.01 per ad/impression (plus tax). Yes, that's a penny per ad, $10 per thousand (CPM).* *Not including applicable sales tax.
HOW DO I GET STARTED? Start Planning a Campaign in Minutes Getting started is as easy as 1, 2, 3. Step 1: Register Account Visit takeETS.com/text, follow the instructions to access the campaign management portal and register a new account. Once registered, complete your profile and agency information associated with your new account.
Additional Information Contact ETS today to learn more. Nathan Walters Strategic Marketing Supervisor Edmonton Transit System Tel: (780)496-2853 Email: [email protected]
Step 2: Buy Credits Buy credits from the City of Edmonton for your ad campaign by following the prompts within the campaign management portal. We accept both Visa and MasterCard as payment methods. Step 3: Plan Campaign & Place Bids Start planning your campaign using our customized options and place your bids.
