Ljubljana City Public Transport

As it takes into consideration reachability, average temporal exposure of an individual and tendency to follow contents, the price-attractive address of the public is calculated on the basis of realised contacts, thus the exact reach is related to the number of contacts realised during the lease period.  The provision of high-quality content for a prolonged period is used to establish elevated levels of attention, by way of which an advertisement receives a similarly high level of public attention.

Besides the regular display of multimedia advertisements, other so-called triggers are also available, thus enabling locational and temporal activation. Consequently, the requisite socio-demographic profile of an audience is reached more precisely. Content display triggered by the proximity of a location relates to the approach of a bus to the selected venue, such as a shop or other retail outlet. Temporal triggering facilitates the provision of content per particular time of day, or at a particular hour.

High-quality non-commercial content produced by GEM’s in-house editorial board is time and location adjusted; it also entertains and enlightens passengers, helping to lighten what may otherwise have been a tedious journey. Passengers are provided with interesting and engaging information via the displays, and are also offered the possibility of interactivity through the use of their mobile phones.

Demography

A considerably higher number of women (64 %) than men (36 %) use Ljubljana’s public transport system. The majority of the passengers are regular users (54 %) in employment, followed by pensioners and students*.

Source: The research on the use of public transportation and the importance of the European Week of Mobility, N=717 (Aragon, 2008)

More than one-third of passengers point out the difficulties of finding a parking place as being among the reasons why they use the city public transport system.

Prices and reach of a 30-second part-screen multimedia advertisement displayed on Ljubljana city buses*

Only approx. 186,000 passengers who regularly use Ljubljana’s public transport system have been taken into consideration in the price calculation.

* The following data was used: research on the use of public transportation and the importance of the European week of mobility (Aragon, 2008); survey carried out among the passengers and non-passengers on the Ljubljana City Public Transportation (Valicon, 2007); Data on Urbana Cards sold (LPP - Ljubljana City Public Transport); research on the satisfaction of the users travelling on Ljubljana City Public Transport with GEM Public Multimedia (ISIS Institute, January 2010); measuring of demographic dispersion of passengers as per hour (ISIS Institute, Nov – Dec 2009); number of residents of Ljubljana (http://www.ljubljana.si/si/ljubljana/); 3M Visual Attention Service; Out of Home Digital Media (SMARTreport July 2008 – January 2009); Moving Entertainment: Arbitron Evaluation of Transit TV Network, Los Angeles County MTA Buses Case Study, (Arbitron Inc., 2006)
** Due to a higher number of exposures in the monthly lease, we advise a change in the advertising message in the middle of the allocation period.

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