New Audio Ads Generate New Revenue For KCATA

As most customers know, in 2009 KCATA reduced service in Kansas City, Mo., due to declining transit sales tax revenue. KCATA continues to look for new sources of revenue to help offset declining sales tax revenue.

One of these new strategies is the sale of audio ads on Metro buses. We have been testing the audio ads for a couple of months and are now airing the first paid advertisement. The ads are linked to the GPS system, and are broadcast inside buses based on the location of the bus and/or the time of day. In addition to broadcasting paid advertisements, The Metro will also use audio ads to publicize route announcements, programs and other Metro news. 

So far, the ads have received mixed reviews from customers. Some people have expressed their appreciation for the effort to increase revenue, while others have found the ads intrusive to their ride time. It is our goal to generate revenue with the audio ads, but to do it in a balanced manner. Below are a few guidelines for the audio ads:

• Stop announcements will ALWAYS take priority over paid ads
• Ad frequency will be limited to approximately 10% of bus stops
• Ad volume will be calibrated so that it is consistent with the stop announcements
• Audio ads will be professionally recorded.

Since these messages can be customized based on the location and time of day, we hope that they will be relevant to customers. For example, advertisers can create special offers for bus riders who show their transfer or pass. Additionally, the audio ads are affordable for small businesses that could not otherwise advertise in more traditional media. 

If you have any questions about the new audio advertising program, please contact us at .(JavaScript must be enabled to view this email address).