Event-Based Street Furniture Ads: Marathons, Festivals, and More
Event-based street furniture advertising has transformed how brands connect with large crowds at public gatherings. Whether it's during a marathon, a music festival, or a community celebration, the benches, bus shelters, and other urban fixtures offer unique opportunities for advertisers to reach people in real time. In this blog, we'll explore how these ads work, why they matter, and the great impact they have during events like marathons and festivals.
What Are Street Furniture Ads?
Street furniture ads are advertisements placed on public structures like benches, bus shelters, kiosks, and even trash bins. These structures are used every day by people in busy urban areas. When a big event happens, such as a marathon or festival, these ads become even more powerful because they are in the heart of the action, where thousands or even millions of people pass by.
Why Are Events Perfect for Street Furniture Ads?
Events bring together large groups of people with similar interests in one place. For advertisers, this means:
- Maximum audience exposure: Events like the Chicago Marathon gather millions of spectators and participants, all moving along a set route. Advertisers can reach huge crowds in a short amount of time.
- Long dwell times: People at events often wait at bus stops, stand by kiosks, or rest on benches, making them more likely to notice and remember the ads.
- Targeted engagement: Ads can be tailored to the theme of the event, whether it’s fitness, music, culture, or a local celebration.
Data and Examples: Marathons & Festivals
Marathons
- In 2024, the Chicago Marathon drew over a million spectators along its 26.2-mile route. Companies like Bank of America used digital out-of-home (DOOH) ads on street furniture weeks before and during the race to support their brand and showcase the causes their runners supported.
- Sponsors such as Maurten, Michelob Ultra, and Therabody used prominent street furniture placements not just to gain visibility, but also to become part of the marathon experience.
- In New York City’s Marathon, Citizen’s Bank activated digital ads on bus shelters along the course to highlight their partnership and inform people about their services.
Festivals
- Music and cultural festivals are usually spread across parks and city centers.
- Street furniture here can carry festival branding, messages from sponsors, and information like maps or schedules.
- Special themed decorations can turn even a regular bus stop into a part of the festival mood, strengthening the event’s personality and helping guests find their way.
Key Benefits for Brands
- Instant reach: Street furniture ads work 24/7, catching eyes before, during, and even after an event.
- Builds local connection: Brands show they are part of the community by being present at important occasions.
- Memorable impressions: Creative, event-themed designs can make a lasting impact on people, especially when paired with strong visuals or interactive features.
- Flexibility: Ads can be updated quickly to match seasons, event themes, or time-of-day changes.
Creative Strategies to Stand Out
Here’s how brands make their street furniture ads pop at events:
- Event theming: Integrate event colors, mascots, or catchphrases into the design for added relevance and fun.
- Interactive elements: Some bus shelter ads have touch screens, charging stations, or QR codes linking to event guides or contests.
- Live updates: Many digital screens can display real-time event information, winners, and social media posts.
Accessibility and Inclusivity
Great event-based ads don’t just sell; they also serve. By using street furniture to share maps, accessibility tips, or festival updates, organizers help guests feel invited and informed. This is especially important for guests with disabilities, who rely on clear signage and accessible routes to navigate busy events easily.
Facts and Insights
- High visibility: Street furniture ads at major marathons generate impressions from crowds that can exceed a million in a single day.
- Recall rates: Studies show out-of-home (OOH) ads, like those on bus shelters and benches, are remembered better than most digital ads because people physically interact with their surroundings.
- Multi-sponsor visibility: During events, multiple sponsors may share ad space, making it affordable for smaller sponsors while boosting the event’s funding.
Challenges and Tips
- Permission required: Advertisers must plan ahead and work with city officials to secure prime spots.
- Weather resistance: Ads need to be durable and visible, no matter the weather.
- Clear messaging: Short, simple messages work best since event crowds are on the move.
Conclusion
Event-based street furniture advertising is a smart, creative way for brands to reach large and targeted audiences at marathons, festivals, and other public gatherings. By choosing the right time, place, and message, advertisers can make a real impact, turning everyday street fixtures into powerful brand ambassadors. We, at Vigyapan Mart, always look for methods to make your street furniture advertising more interesting, unique, and attractive. Especially when it is for an event, we ensure that street furniture in the city becomes your best-partnered allies. Want to explore more about street furniture advertising strategies promoting your events? Connect with our expert team and get along for a creative, attractive, and modern-day OOH Ad campaign.
