Seattle Media Kit 2017

Transcription

1 Seattle Media Kit

2 Seattle Media Kit About Intersection 02 Products Street Bus Rail Air 03 Additional Offerings 04 Insights 05 Contact Us 2

3 01 About Intersection

4 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.

5 Intersection is a pioneer in municipal media in the U.S., with assets including transit, street furniture, airports, and airline media.

6 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.

7 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

8 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

9 Kitsap Transit Kitsap Transit serves Bainbridge Island, Poulsbo, Port Orchard, and neighboring communities. Connects commuters to ferry terminals Approximately 4 million annual riders

10 02 Products

11 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.

12 Bus Commuter Profile Gender Bus Commuter Age Female 45.6% % Male 54.4% % % Employment Status % Full-Time White Collar 48.1% 00.0% Residence Status Own 44.5% % 10.2% Management, Business Financial Professional 12.2% 22.2% Rent Neither 50.0% 5.4% Service 12.2% Bus Commuter HHI Sales, Office 10.5% Race/Ethnicity <$25k 17.4% Education Level Attained High School Some College (1-3 years) College Graduate or more 29.0% 71.0% 38.0% White African American Hispanic Asian Other 74.7% 6.0% 11.6% 11.8% 7.5% $25-$34 $35-$49 $50-$74 >$75k 10.8% 16.1% 15.2% 40.6%

13 Local Bus Coverage Legend King County Metro Kitsap Transit

14 Commuter Bus Coverage Legend Sound Transit

15 Bus Wraps Bus 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. Specs Full Wrap Custom Install

16 Articulated Bus Wraps Articulated 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. Specs ArticulatedBus Wrap Custom Install

17 Bus Ultra Super Kings Bus Ultra Kings create a show-stopping moment for your brand by combining the sweep of a roadside billboard with eye-level impact. Specs Ultra Super King Custom Install

18 Bus Kings From window to wheel, Bus Kings successfully reach pedestrians and commuters alike and are impossible to miss. Specs King 30 H x 144 W

19 Bus Kings with Vertical Panel A vertical panel adds impact to a Bus King campaign by towering over traffic, boosting visibility, and increasing creative options. Specs Vertical Panel Custom Install

20 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. Specs Tail 21 H x 72 W 18 H x 60 W

21 Bus Queens Targeting both pedestrians and commuters, Bus Queen Displays deliver for advertisers that want extensive market penetration and recognition. Specs Queen 30 H x 88 W 24 H x 88 W 24 H x 65 W

22 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. Specs Super Tail Custom Install

23 Fullback Buses Fullbacks provide dominant messaging as buses weave their way through Seattle streets and suburbs. Specs Fullback Custom Install

24 Double Decker Buses Double 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. Specs Foam Wrap (Half Side) Modified Kong Full Wrap Super Tail Custom Install Custom Install Custom Install Custom Install

25 Bus Interiors Interior 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. Specs Interiors 11 H x 17 W and 11 H x 34 W Bulkhead 33 H x 21 W and 22 H x 21 W Targeted Bulkhead 17 H x 16 W

26 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.

27 Rail Commuter Profile Gender Rail Commuter Age Female 42.9% % Male 57.1% % % Employment Status % Full-Time White Collar 55.2% 00.0% Residence Status Own 51.5% % 10.3% Management, Business Financial Professional Service 13.7% 28.7% 8.6% Rent Neither 44.6% 3.9% Rail Commuter HHI Sales, Office 13.6% Race/Ethnicity <$25k 8.0% Education Level Attained High School Some College (1-3 years) College Graduate or more 51.5% 75.7% 44.6% White African American Hispanic Asian Other 73.0% 3.8% 13.3% 13.4% 9.8% $25-$34 $35-$49 $50-$74 >$75k 8.4% 8.9% 23.6% 51.1%

28 Rail Coverage Legend Light Rail

29 Rail Coverage Legend Commuter Rail

30 Station Dominations Station 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. Specs Station Domination Sizes Vary

31 Station Saturations Station 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. Specs Station Saturation Sizes Vary

32 University Tunnel Wrap Located 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. Specs Tunnel Wrap Custom Install

33 Train Wraps Sound 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. Specs Full Wrap Custom Install

34 Wild Wraps A 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. Specs Wild Wraps Custom Install

35 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. Specs Interior Car Cards Bulkheads Michelangelo 11 H x 17 W 20 H x 30 W 48 H X 24 W

36 Interior Cards Rail Interiors place your ad directly in front of riders, providing the perfect way to communicate with this captive audience. Specs Interior Card 11 H x 17 W Michelangelo 48 H x 24 W Bulkhead 20 H x 30 W Commuter Rail Car Card 26 H x 30 W

37 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. Specs Bus / Tacoma Link Light Rail 48 H x 24 W Link Light Rail 42 H x 28 W Sounder Train 29 H x 63 W

38 2-Sheets 2-Sheets in Sound Transit stations provide advertising visibility in high-traffic and long dwell-time areas of each station. Specs 2-Sheet 46 H X 60 W 38

39 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.

40 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. Available Media Premium Club Displays Premium Club Digital

41 03 Additional Offerings

42 Experiential Intersection can craft custom brand activations and experiences in Seattle that take consumer engagement beyond advertising alone.

43 Print 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.

44 04 Why Out-of-Home?

45 Why Out-of-Home Advertising? OOH viewers take action: 91% of the U.S. commuters age 16+ notice out-of-home advertising. 7of 10 adults recall seeing out-of-home advertising, giving OOH the highest ad effectiveness over TV, radio, mobile, desktop and print. Visited an advertiser s website Downloaded a mobile coupon/discount code Downloaded the advertiser s app Interacted with an OOH ad via NFC or QR code Tuned in via tv or radio Talked about the ad/product with others 22% 22% 15% 23% 30% 26% Source: Nielsen Out-of-Home Study; Peter J. Solomon Study and Wall Street Research

46 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

47 05 Contact Us Intersection 719 2nd Ave Suite 425 Seattle, WA intersection.com

48 Design and Production

49 Effective Outdoor Design Guidelines 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 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. Things to Remember 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.

50 Creative Services 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 Production 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. 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 dpi). Current ads or promotional materials for reference. 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.

51 Production and Timelines 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 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.

52 Production and Timelines 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 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.