San Francisco Media Kit

Transcription

1 San Francisco Media Kit

2 San Francisco Media Kit About Intersection Products Bus Rail Street Air Additional Offerings Why Out-of-Home? Design and Production 2

3 01 About Intersection

4 Reach people on their daily journeys We are part of the fabric of the urban experience, offering media products that natively weave into people s lives as they journey through public spaces. We ve strategically placed our media where people spend the most time in airports, transit hubs, and on city streets. Across the country, our products are centered in well-traveled locations to provide 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 San Francisco? The San Francisco Bay Area is a unique landscape, from highpowered tech hubs to the rolling hills of the East Bay. Its diverse population is among the nation s most affluent and educated, creating a highly desirable market. Intersection s outstanding media in San Francisco can maximize advertising dollars and activate campaigns unlike any others.

7 SFMTA San Francisco is a transit-first city. SFMTA transports nearly 700,000 passengers daily with a fleet that is among the nation s most diverse, including buses, light rail vehicles, cable cars, and historic trolleys.

8 02 Products

9 Bus Media With the largest network in the U.S., Intersection delivers unbeatable eye-level coverage of the country s largest cities and DMAs. San Francisco bus media allows advertisers to saturate busy city streets with high visibility to transit riders, pedestrians, and motorists.

10 SFMTA Bus Commuter Profile Gender Age Female Male 48.7% 51.3% % 28.4% 15.5% Employment Status Full-Time White Collar 41.5% 31.8% Residence Status Own 36.2% % 14.1% 16.3% Management, Business Financial Professional Service 13.5% 21.0% 13.0% Rent Neither 60.3% 3.5% Household Income Sales, Office 18.5% Race/Ethnicity <$25k 16.3% Education Level Attained High School Some College (1-3 years) College Graduate or more 32.8% 67.2% 41.6% White African American Hispanic Asian Other 63.4% 8.8% 18.4% 15.7% 12.1% $25-$34 $35-$49 $50-$74 >$75k 9.4% 15.9% 16.6% 41.8%

11 SFMTA Bus Coverage Legend SFMTA Bus Route

12 Articulated Bus Fullwrap Articulated Bus Fullwraps provide a massive, mobile canvas moving through San Francisco to create traffic-stopping moments and deep market penetration. Specs Articulated Bus Fullwrap Custom Install

13 Bus Fullwrap Bus Fullwraps create a can t-miss moment, covering the perimeter of the bus and capturing all of the consumer s attention on dense San Francisco streets. Specs Bus Fullwrap Custom Install

14 Extended Bus Ultra Super King Specs Extended Bus Ultra Super King 110 H x 315 W These high-impact displays span the entire street side of the bus, capturing consumers attention as they make their way around San Francisco s congested city streets. Note: Featured photo is spec art.

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

16 Bus Kong Bus Kongs are impossible to miss, with an extra-large format that accommodates robust creative treatments, stands out on San Francisco streets, and provides greater brand impact. Specs Bus Kong Varies

17 Bus King Bus Kings successfully reach pedestrians and commuters on the busy streets of San Francisco. Specs Bus King 30 H x 144 W

18 Bus King 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 110 H x 70 W Note: Featured photo is spec art.

19 Bus Headliner Typically paired with Bus Kings or Bus Kongs, Headliners create top-of-mind awareness and amplify advertising impact on San Francisco streets. Specs Headliner Varies

20 Bus Queen Targeting both pedestrians and commuters, Bus Queens are perfect for advertisers looking for maximum market penetration and recognition. Specs Bus Queen 30 H x 88 W

21 Extended Bus Fullback Extended Bus Fullbacks allow advertisers the invaluable opportunity to reach commuters both on foot and in their vehicles by sharing their message across the entire back half of an articulated bus. Specs Extended Bus Fullback Varies Note: Featured photo is spec art.

22 Bus Fullback Bus Fullbacks will project your brand in a way no one can miss. These bold displays leave a lasting impression as they make their way through San Francisco streets and suburbs. Specs Bus Fullback Custom Install

23 Bus Super Tail Bus Super Tails incorporate large images and text that capture the attention of drivers, passengers, and pedestrians as buses move through busy San Francisco traffic. Specs Bus Super Tail 48 H x 110 W Note: Featured photo is spec art.

24 Bus Tail Bus Tail displays command the attention of drivers as they sit behind buses in dense traffic throughout the city. Specs Bus Tail 21 H x 72 W

25 Brand Bus Brand Buses allow one advertiser to dominate the interior space with the ability to communicate multiple messages, run a variety of creative executions, or create an indelible impression through repetition. Michelangelos can be customized into any shape to add originality and impact to any bus campaign. Specs Bus Interior Card Bus Michelangelo 11 H x 28 W Custom Install

26 Bus Interior Card Bus Interior Cards allow you to reach a captive audience of commuters throughout their multi-block rides each day. Specs Bus Interior Card 11 H x 28 W

27 Rail Media Rail media allows brands to target on-the-go customers with vibrant displays strategically placed on the interior and exterior of rail cars. From wrapped trains to interior car cards, rail media is a prevalent form of advertising across San Francisco.

28 SFMTA Light Rail Commuter Profile Gender Age Female Male 40.3% 59.7% % 32.7% 15.8% Employment Status Full-Time White Collar 54.7% 65.7% Residence Status Own 46.6% % 13.2% 14.1% Management, Business Financial Professional Service 22.3% 24.0% 7.1% Rent Neither 51.1% 2.3% Household Income Sales, Office 19.4% Race/Ethnicity <$25k 9.3% Education Level Attained High School Some College (1-3 years) College Graduate or more 19.9% 80.1% 62.2% White African American Hispanic Asian Other 71.8% 6.1% 9.3% 14.0% 8.1% $25-$34 $35-$49 $50-$74 >$75k 4.3% 16.7% 10.0% 59.6%

29 SFMTA Light Rail Coverage Legend SFMTA Light Rail Route & Station

30 Light Rail Fullwrap Fullwrap train advertising on SFMTA Light Rail Vehicles (LRVs) cover the entire exterior of two train cars, providing plenty of space to create a WOW! factor. Specs Light Rail Fullwrap Custom Install

31 Extended Light Rail Ultra Super King Specs Extended Light Rail Ultra Super King TBD Extended Ultra Super Kings capture the attention of light rail passengers as they run through congested downtown stations and above ground in San Francisco s highly-desirable residential areas. Note: Featured photo is spec art.

32 Light Rail Ultra Super King As the train rolls in, Ultra Super Kings capture the undivided attention of light rail passengers waiting for the doors to open. Specs Light Rail Ultra Super King Custom Install

33 Light Rail Queen Light Rail Queens can be the first message commuters see as they begin their rail journey. Specs Light Rail Queen 30 H x 88 W

34 Light Rail Interior Brand Train Capture San Francisco passengers with Light Rail Interior Brand Trains. Own all of the interior media and share your brand message without interruption. Michelangelos can be customized into any shape to add originality and impact to any LRV campaign. Specs Light Rail Interior Car Card Light Rail Michelangelo 22 H x 21 W Custom Install

35 Light Rail Interior Car Card Interior Car Cards place your ad directly in front of light rail passengers, providing the perfect way to communicate with this captive audience. Specs Light Rail Interior Car Card 22 H x 21 W

36 SFMTA Cable Car Rider Profile Gender Age Female Male 48% 52% % 42% Employment Status % 13% Full-Time Part-Time Management, Business & Financial Operations White Collar Blue Collar 58% 7% 8% 44% 21% Residence Status Own Rent 64% 37% Household Income % Unemployed 35% Race/Ethnicity <$50k 31% Education Level Attained High School Graduate Associate s Degree College Graduate or more 3% 38% 60% White African American Hispanic Asian Other 81% 1% 20% 12% 6% $50-$74 $75-$99 $100-$249 >$250k 10% 8% 38% 14%

37 SFMTA Cable Car Coverage Legend SFMTA Cable Car Route

38 Cable Car Queen San Francisco s cable cars are global icons, with two historic lines running through the San Francisco Financial District, the heart of Union Square s retail center, and distinguished San Francisco neighborhoods. Cable Car Queens provide unique brand visibility with business executives, shoppers, and tourists alike. Specs Cable Car Queen 21 H x 88 W

39 Cable Car Headlight Available on the Powell Line, Cable Car Headlights grab the attention of shoppers and tourists in Union Square. Specs Cable Car Headlight (Powell Line Only) 21 H x 19 W

40 Branded Cable Car Branded Cable Cars allow one brand to own a San Francisco icon as it rides through some of the city s most populated areas. The mix of exterior and interior media creates an indelible impression with a highly desirable audience of locals year-round, as well as with millions of annual tourists from around the world. Specs Cable Car Headlight (Powell Line Only) Cable Car Interior Card Cable Car Queen 21 H x 19 W Size varies by line 21 H x 88 W

41 Cable Car Interior Card Reach a captive audience of cable car riders with Cable Car Interior Cards. Available in two sizes, this media gives brands the opportunity to get in front of the highly-desirable shopper, tourist and business executive audiences. Specs Cable Car Interior Card (Size B) Cable Car Interior Card (Size C) 11 H x 28 W 11 H x 56 W

42 SFMTA Historic Trolley Car Coverage Legend SFMTA Historic Trolley Car Route

43 Historic Trolley Interiors Travelling up and down Market Street and The Embarcadero, these historic trolleys service many of San Francisco s most popular business and leisure destinations. Trolley Interiors carry your message to both locals traveling from the Castro to Union Square, and tourists heading from Union Square to Fisherman s Wharf. Specs Trolley Car Interior (PPC) Trolley Car Interior (Milan) 11 H x 28 W 9.5 H x 27.5 W

44 Station Media A variety of high-impact static media is available at Forest Hill station. Located in the wealthy suburban community of Forest Hill, this station is ideal for reaching locals as they commute to and from their destinations each day. Monthly circulation: 297,412

45 Station Domination Station Dominations allow brands to own Forest Hill station with a combination of media assets. Dominations generate tremendous recall with messaging that stops people in their tracks. Specs Station Domination Sizes Vary Note: Featured photo is spec art.

46 Wallscape Wallscapes are an impossible -to-miss way to reach commuters as they make their way around Forest Hill station. Specs Platform Level (Track) Platform Level (Elevators) Stairwell 71 H x 240 W 81 H x 290 W; 81 H x W 59.5 H x 88 W; 59.5 H x 112 W Note: Featured photo is spec art.

47 Floor Graphic Floor Graphics put advertisers messages directly in the path of commuters in high-traffic areas of Forest Hill station. Specs Platform Level (Elevators) Lobby Level 192 H x 288 W 120 H x 144 W Note: Featured photo is spec art.

48 Station King Station Kings are the largest standard rail poster media. They allow brands to present a strong, uniformed media campaign at Forest Hill station. Specs Station King 30 H X 144 W Note: Featured photo is spec art.

49 2 Sheet 2 Sheets provide brand visibility on the high-traffic, long dwell-time platform level of Forest Hill station. Specs 2 Sheet 46 H X 60 W

50 2-Sheet Effects Make your message pop by adding 3D effects to static 2-sheet media. This production capability is designed to enhance the impact of one of our most popular media formats. Specs 2 Sheet 46 H X 60 W

51 Street Media Create a memorable presence in some of downtown San Francisco s busiest areas with static parking garage media.

52 Parking Garage Media Presence in SFMTA Parking Garages offers a unique opportunity for advertisers to reach a mix of consumers, from the thousands of people parking in the garage to the hundreds of thousands who pass by each day. Available Parking Garages Sutter & Stockton Fifth & Mission/Yerba Buena Ellis & O Farrell Moscone Center

53 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. In the Bay Area, Intersection is the exclusive advertising partner of United Airlines media at San Francisco International Airport (SFO).

54 San Francisco (SFO) International Airport San Francisco is a major U.S. hub for United Airlines, the world s third-largest carrier in terms of passenger-miles flown. United serves approximately 11 million customers throughout the Bay Area its fifth-largest domestic hub and a primary gateway to its destinations in the Far East. It s an affluent, attentive market that only Intersection can deliver. SFO Available Media United Premium Club Displays United Club Digital Display Jet Bridge Wraps Jet Bridge Overhead Sign 3 H x 10 W 42 HD LCD Screens 48 H x W 15.5 H x 47 W

55 03 Additional Offerings

56 Partnership Opportunities Custom programs and partnerships are available in all Intersection markets.

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

58 Print In addition to offering the space, Intersection can print your standard or large format ads for any of your out-of-home campaigns. Our tremendous buying power allows us to offer the best materials, processes, and costs.

59 04 Why Out-of-Home?

60 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

61 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

62 05 Design and Production

63 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. Never use color combinations that vibrate (ex: red type on a blue background). 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. An outdoor ad is not a print ad. 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.

64 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 column). Artists provide solutions with a variety of concept layouts. 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). Signed photo waiver will be required for all client supplied imagery. Current ads or promotional materials for reference. NOTE: Project will not begin until all necessary elements are provided. Once the design(s) meets your approval please provide confirmation with your AE. You will be provided with a proof which requires your final approval. Intersection will handle your printing, delivery and installation.

65 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 info on art specifications, templates and uploading art. Submit art 4 weeks prior to start date for proofing. 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. Coverage All contracts require coverage. Additional print amounts can and will vary by media form. Your AE will advise quantities necessary.

66 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 SFMTA will need to approve all copy. Sensitive copy that may be rejected includes (but not limited to): weapons, violence, alcohol, tobacco, nudity, profanity, graffiti, inappropriate graphics, poor representation of the public transit authority, etc. Please allow up to 4-5 business days for transit authority review. SFMTA allows alcoholic beverage brands with a Drink Responsibly message. More information and guidelines may be provided by specific public transit authority.

67 Contact Us Intersection 233 Post St., 3rd Floor San Francisco, CA