Reaching commuters through public transit apps: Monalisha Thakur

Authored by Monalisha Thakur, CMO & Co-founder at Tummoc, a patented public transit app.

In an era dominated by smartphones and digital connectivity, mobile advertising has emerged as a formidable tool for businesses to connect with their target audience. One of the most innovative and effective avenues for mobile advertising is through public transit apps. These applications have become an integral part of commuters' daily routines, offering a unique opportunity for advertisers to reach a captive audience during their daily travels.

The Ubiquity of Public Transit Apps

Public transit apps have become an essential part of modern urban life. They provide commuters with real-time information about bus and train schedules, route planning, and even ticket purchases with first mile and last mile connectivity. In major cities around the world, millions of people depend on mobility apps to navigate their daily journeys efficiently. This dependence has made public transit apps a prime space for mobile advertising.

Targeting the Right Audience

One of the most significant advantages of advertising through public transit apps is the ability to target a highly relevant audience. Commuters using these apps are typically residents or frequent visitors of a specific city and places. This localised demographic data allows businesses to tailor their advertisements to suit the preferences and needs of their potential customers.

For instance, an entertainment app listing comedy shows, music shows or local events. They can strategically promote upcoming shows or events to commuters using public transit apps. Let’s say there’s a popular theater group performing a play in the city center. By leveraging the location data of transit app users passing through key transport hubs, the theater can ensure that its event promotions are displayed to potential attendees in real-time. This means commuters waiting at a metro station or bus stop near the city center might receive notifications about the play's schedule, ticket availability, and even exclusive discounts.

Contextual Advertising

Context is key in advertising, and public transit apps provide an ideal context for many businesses. When commuters open these apps, they are actively seeking information about their daily commute. This presents an opportunity for advertisers to deliver contextually relevant content.

Imagine a scenario where a commuter is checking the bus schedule for their route to work. A local gym can seize this moment by displaying an ad for a limited-time morning workout class or a special membership discount. The ad aligns with the user’s current activity and needs, making it more likely to capture their attention and lead to action.

Dynamic and Real-Time Advertising

The dynamic nature of public transit apps enables advertisers to adjust their campaigns in real time. For instance, during adverse weather conditions, a car rental service can promote its “weatherproof” vehicles to users planning to switch from public transit to private transportation. This ability to adapt to changing circumstances ensures that advertisements remain relevant and effective.

Furthermore, public transit apps can use geolocation data to deliver location-based ads. If a commuter is nearing a popular shopping district, they may receive notifications about ongoing sales and promotions in nearby stores. Such dynamic, real-time advertising increases the likelihood of spontaneous purchases and encourages consumers to explore new businesses in their vicinity.

Measurable Results

Unlike traditional advertising methods, mobile advertising through public transit apps offers robust analytics and tracking capabilities. Advertisers can measure the performance of their campaigns in real time, allowing them to make data-driven decisions and optimise their strategies accordingly. Metrics such as click-through rates, conversion rates, and user engagement provide valuable insights into the effectiveness of mobile ads.

By analysing these metrics, businesses can refine their advertising campaigns to maximise their return on investment. This data-driven approach ensures that resources are allocated to strategies that yield the best results, ultimately driving business growth.

Challenges and Ethical Considerations

While the power of mobile advertising through public transit apps is evident, it is not without challenges and ethical considerations. Users’ privacy must be respected, and advertisers should be cautious not to inundate commuters with excessive ads, which can lead to ad fatigue and a negative user experience.

Moreover, the quality of advertisements matters. Intrusive, irrelevant, or misleading ads can harm a brand's reputation and deter potential customers. Therefore, businesses must prioritise creating high-quality, engaging content that adds value to the commuter’s experience.