In the previous article under our Advertising during the Indian festive season series, we discussed some apps that are very popular among masses and are used daily but yet to be popular in terms of advertising. You can read all the articles in the series here:

• Advertising during Indian Festive Season: Introduction (Part 1)
• Radio Advertising during Indian Festive Season: Few strategies to rise above the ad clutter (Part 2)
• In-App Advertising during Indian Festive Season: Popular daily use apps that are less popular than the stalwarts like Hotstar, Tik Tok, Inshorts etc, yet are powerful advertising platforms (Part 3)
• Best Ad Platforms for On-Demand Home Improvement Services: Demand for home improvement services grows significantly during the festive season. This article explores the best advertising platforms for these services. (Part 5)
• Marketing ideas to promote events (Part 6)

In this article, we will discuss another advertising medium which is catching up very fast and has a variety of inventories. With cities being developed, infrastructure being built, transit advertising is here to stay. We will discuss the following:

• Why we think transit advertising is a good option during the festive season.
• What are the various advertising options under transit advertising?
• Which transit advertising options are best suited to your business needs?

State of Transit during The Indian Festive Season

Indian festive season that starts in October with Durga Puja/Dussehra and ends with Christmas and New Year is the best time for shopping, travel, meeting friends and family and celebrating. This period not only drives sales for most of the Indian companies but also marks a significant jump in physical and digital traffic. While digital traffic can be captured through digital advertising, there are many ways to capture the attention of physical traffic like radio advertising, outdoor advertising, airport advertising, and transit advertising.

The following figure shows that there is a significant jump in intra-city and inter-city movements through flights, trains, public and private vehicles:

1. DGCA data shows that every year, the highest traffic is recorded during quarter 4 (Oct-Nov-Dec). This happens due to two reasons:
   1. Movement of the migrant population to their hometown to celebrate Durga Puja, Dussehra, Diwali, Chhath, Christmas, New Year, etc.
   2. Families traveling to other cities for vacation during holidays.
2. Every year during the festive season, Indian Railways face the challenge of high demand and overbooking. Rail travel, being the choice of masses, is the preferred transport mode for the migrant population. Hence, new coaches and trains are added during the season.
3. There is a significant surge in local travel during the festive season as families reunite and celebrate together by visiting restaurants, malls, cinema halls, etc. All the important high ticket purchases are pushed to this period owing to the auspicious occasion and discounts offered by retailers. Google Trends shows a very high increase in the number of “Near Me” searches during this period.

Transit Advertising Media Examples

1. In-Flight Advertising

• Advertising Options: Inflight Magazine Advertising; Advertising on the boarding pass, meal tray, seatback, etc.
• Reasons to Advertise:
  • Caters to the premium audience like HNIs, business professionals
  • Pan India presence
  • Captive audience
• Best For Brands Who are looking for brand awareness campaigns, have a pan-India customer base or have high ticket items like real estate, hospitality, education, luxury products, etc.
• Starting Budget: INR 1 Lakh Onwards

2. Train Advertising

• Advertising Options: Train Branding- Train Wrap, Train Station Advertising- Display Boards, LCD Screens
• Reasons to Advertise
  • Mass Reach
  • The long waiting period that translates into repeated exposure
• Best For Brands Who are mass brands like FMCG, banking, etc.
• Starting Budget: INR 1 lakh onwards

3. Metro Advertising

• Advertising Options: Metro Train Interior Branding- Display Panel, Grab Handles, Interior Wrap; Metro Train Exterior Branding- Train Wrap; Metro Train Station Advertising- LCD Panels, Display Boards, Kiosks
• Reasons to Advertise
  • Premium Audience
  • Hyperlocal Targeting Possible
• Best For Brands Who want to target premium audience like luxury products, high ticket items, apps etc because metro tickets are priced higher and mostly cover commercial and corporate hubs
• Starting Budget: INR 1 Lakh onwards

4. Bus Advertising

• Advertising Options:Bus Branding- Interior; Bus Branding- Exterior
• Reasons to Advertise
  • Mass Reach
  • Hyperlocal Targeting
• Best For Brands Who want to target audience in a particular city/route/area
• Starting Budget: INR 50,000 onwards

5. Cab Advertising

• Advertising Options: Cab Branding- Seat Back; Cab Branding- Exterior
• Reasons to Advertise
  • Premium Placement
  • Mass Reach
  • Captive audience (interior branding)
• Best For Brands Who want to do brand awareness campaign, create a buzz in a particular city
• Starting Budget INR 2 lakh onwards

6. Auto Advertising

• Advertising Options: Auto Branding- Back Panel; Auto Branding- Hood
• Reasons to Advertise
  • Mass Reach
  • Low Cost and easily scalable
• Best For Brands Whowant a mass reach in a short duration like events & exhibition, offers, new launches
• Starting Budget: INR 10,000 onwards

How to decide which Transit Advertising Media is best for advertising your brand?

Based on the discussions in this article, the following is a summary of all the transit advertising options:

Based on the summary above and past campaign executions, the following is a list of the most popular categories and the best advertising media for them.

Let us know if you liked the article by rating it. In case you have feedback or would like to know, write to us at [email protected].

With more than 450 million smartphone users in India which is slated to double by 2022, app downloads are on the rise.

The first quarter of 2019 witnessed 4.5 billion app install in India, the highest in the world. An average Indian spends close to 3 hours on their smartphone and has about 78 apps on their phone (source).

In a recently concluded survey by InMobi about Indian Festive Shoppers, 1/3 Indians are going to use their smartphones throughout their shopping journey this festive season.

It means its imperative for brands to stay connected with the audience and keep them engaged. And there is no better way than in-app advertising.

We all know about the advertising prowess that popular apps like Hotstar, Inshorts, Daily Hunt, Tinder offer. In this article, we would like to discuss our not-so-popular yet powerful apps for advertising. (Source: TMA Internal Data)

7 popular daily apps that are not so popular for advertising

Did you find any similarity between the above mentioned apps? Yes, you got it right. All of the above apps are used on a daily basis. This describes the very high level of reach, engagement, and clicks that advertisers achieve using these apps for advertising.

Here are 7 other daily apps that are very popular in terms of usage but not in terms of advertising. We have tried to do a comparison between the platforms and the following are the results:

(Disclaimer: Following are our suggestions based on audience preference and internal data. To know if the following media are good for your brand, write to us for a detailed plan)

Source: Similarweb

In-App Advertising: Comparison on the basis of demographics

In-App Advertising: Comparison on the basis of targeting options

In-App Advertising: Comparison on the basis of ad types supported

Insights

• Snapchat is very popular among youngsters in metro cities. It is mostly known for its photo filters and vibrant images. Hence, it can be a very good option for advertising for brands targeting young audience and having aesthetically rich creatives like fashion, travel, education, and gaming.
• Jio Apps are very popular across cities and across age groups, making it a very popular choice for mass targeting. The ability of appographic targeting makes Jio Apps suitable for advertising to particular interest groups.
• Truecaller is another popular app among the young audience that’s being used in the metro cities. Truecaller has some highly accurate cohorts that can be used to do interest-based targeting.
• Ola is used by premium audience in metro cities. It offers predefined cohorts like airport and apartment targeting which makes it apt for advertising of high-ticket items like financial investments, luxury brands, real estate, etc.
• Swiggy is mostly used by young and premium audience in metro and tier 1 cities. Though there are not a lot of targeting options, the ad placement is an attractive one and can be used for brand awareness campaigns for youth-centric products like apps, travel, fashion, etc.
• App Locker is another app popular among the youth and has a high level of engagement.
• The popularity of Quora is on the rise in India. It’s one of the few platforms that offer text ads based on keywords/context. People visit Quora for knowledge sharing making it apt for brands into finance, education, tech products, etc.

Based on the insights above, below is a summary table of categories and apps best suited for advertising

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