Seoul Bus Exterior Advertising maximizes marketing efficiency through Data Analysis

Seoul bus exterior advertising is maximizing advertising efficiency through big data-based precision targeting. According to the "Seoul Bus Exterior Advertising Effect Analysis Data" obtained by the Korea Economic Daily, Seoul Bus is providing optimized marketing solutions to advertisers by meticulously analyzing floating population by gender and age using data from approximately 2,000 taxis.

Particularly noteworthy is that Seoul Bus exterior advertising's CPM (Cost Per Mille, cost per 1,000 impressions) is measured at approximately 3,900 won, the lowest in the industry, boasting the highest efficiency among outdoor advertising media. Seoul buses operate an average of 18 hours per day and have the advantage of being exposed to 130 million users annually.

"The 7,384 buses on 452 routes throughout Seoul create contact points with consumers across the city. Through this network, we can effectively deliver messages to specific targets desired by advertisers," explained a representative from Seoul Bus's advertising department.

The data analysis using Korea Economic Daily's Motove advertising solution service measures floating population in real-time within a radius of about 50m through sensors attached to taxis. This technology can accurately identify floating population by gender, age, and time period by verifying the unique MAC addresses of communication devices.

Based on this data, Seoul Bus suggests customized routes for targeting. For example, they select routes in areas with high concentrations of women in their 20s and 30s for advertisers targeting this demographic, and create optimal packages considering changes in floating population between weekdays and weekends. They also provide segmented solutions such as office worker MZ packages for beauty and fashion brands or university-centered routes.

According to a recent analysis case, an advertising campaign using 150 buses (99 routes) throughout Seoul was exposed to more than 1.2 billion floating population, creating over 56 million advertising impressions, with an average CPM of just 3,699 won.

"The data-driven approach allows advertisers to measure specific performance and maximize return on investment. Route packages targeting office-dense areas like Yeouido and Euljiro, or high-purchasing-power areas like Gangnam, are receiving high interest," an industry insider added.

Seoul Bus exterior advertising plans to continue supporting more sophisticated targeting and efficient advertising execution through big data analysis."