Transforming Out-of-Home Ads: Electric Bus Success

How to maximize the efficiency of LED screens (DOOH)

Discover how Electric Bus Transit Media in California is revolutionizing out-of-home advertising with sustainable, high-impact solutions.

Capitalizing on California's Progressive Stance

In the landscape of sustainability and profit-making, California often leads the charge. With impending legislation requiring companies to disclose emissions, the state sets a precedent for environmentally conscious practices. But how does this translate into profitability, especially in the realm of out-of-home (OOH) advertising?

Leveraging the Shift to Electric

Enter Electric Bus Transit Media, spearheaded by Ely Sorkin, the Founder and CEO. This small yet innovative media company has found a niche in the commuter buses of Los Angeles, particularly through an exclusive contract with the Antelope Valley Transit Authority (AVTA), which transitioned its entire fleet from diesel to electric two years ago.

Meeting Consumer Demand for Sustainability

Sorkin's strategy revolves around leveraging the shift to electric as a selling point. He notes a changing conversation among consumers, who increasingly demand sustainability from both products and the brands behind them. However, he acknowledges the disparity between this demand and the priorities of buyers and planners, who often prioritize sales figures over environmental concerns.

High-Impact Advertising with Zero Emissions

Yet, Electric Bus Transit Media has found a way to bridge this gap, offering advertisers a win-win scenario. By providing high-impact full bus wraps, which offer 45 feet of moving exposure to affluent demographics across Los Angeles, the company appeals to luxury brands while boasting zero emissions—a key selling point in an era of heightened environmental awareness.

Enhancing Brand Visibility and Perception

The benefits of zero emissions extend beyond environmental appeal; they also ensure cleaner advertisements. Unlike traditional diesel ads, which can be obscured by exhaust and dirtied by emissions, electric bus wraps offer pristine visibility, enhancing brand perception.

Maximizing Exposure on Commuter Routes

Operating on three main commuter routes in Los Angeles—Premium, Downtown LA, and San Fernando Valley—Electric Bus Transit Media buses provide substantial exposure, generating over 7.5 million impressions per four-week campaign, as certified by Geopath. Despite facing stiff competition from larger players in the OOH market, Sorkin attributes the sustainability aspect of his business as a key differentiator, helping Electric Bus Transit Media carve out its niche.

Promoting Sustainability Across the OOH Industry

While sustainability initiatives within the OOH industry are still evolving, Sorkin remains optimistic about the role of electric advertising in reducing carbon footprints. Drawing parallels to the digital realm, where sustainability efforts are more pronounced, he emphasizes the tangible impact of electric media in curbing emissions and pollution.

Responsible Vinyl Usage and Recycling

Addressing concerns about the environmental impact of vinyl wraps, Sorkin highlights the use of non-PVC vinyl with 3M's Greenguard Gold certification, the most sustainable option available. Furthermore, the company is committed to responsible recycling practices, ensuring minimal environmental impact.

Quantifying the Impact and Looking Ahead

Looking ahead, Sorkin is poised to present a comprehensive case study at the upcoming OAAA convention, quantifying the carbon savings achieved through electric advertising compared to traditional diesel methods. As electric buses increasingly become the norm, Sorkin sees a promising future for sustainable advertising that aligns profitability with environmental responsibility.

Conclusion

In a world where sustainability and profitability often seem at odds, Electric Bus Transit Media exemplifies a pioneering approach that proves they can indeed go hand in hand. With California leading the way, the journey towards a greener, more sustainable future in OOH advertising has begun.

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