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

National Media Kit Confidential. Do not share2017

2

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.

Presentation Template Confidential. Do not shareJune 2017

DOWN X 7

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.


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


DOWN X 7

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


DOWN X 7

Kitsap Transit

Kitsap Transit serves Bainbridge Island, Poulsbo, Port Orchard, and neighboring communities.

● Connects commuters to ferry terminals

● Approximately 4 million annual riders


DOWN X 7

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.


DOWN X 7

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


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.


18”H x 60”W

Queen


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


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.


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.


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.


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


MichelangeloBulkheads

Interior Card


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


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.


Premium Club Display 3’H x 10’W


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


Experiential

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

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.

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


• 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

seattle media kit · locations where people spend the most time—on city ... management, business...

Documents