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Transit Advertising

Across Mastercard’s local markets, the capita public transit spend is significantly higher than the national average. By ridership, the commuter and rapid systems in these markets are in the top 15 nationally. 1 Commuter rail systems are being frequented more and more by millennials who have just purchased their first house in the suburbs, but also remain employed in cities. Commuter rail OOH allows Mastercard to reach them at the beginning and end of their day, and perhaps let them know that the daily Starbucks run in Grand Central Station could be a little less stressful. Additionally, more transit authorities are doing away with disposable metro cards and digitizing their ticket services. Mastercard has an opportunity to reach consumers with transit-centric messaging that prompts them to default to Mastercard when renewing their metro cards.

Airport Advertising

Across Mastercard’s local markets, the average airport passenger traffic each month exceeds 20 million. 1 Among that 20 million are Millennials obsessed with business travel. In fact, many of them consider frequent business travel a job perk (Mintel.com). The control-centered message will reach regular business travelers who want the opportunity to travel lighter and faster through use of contactless payment methods. Additionally, business travelers rarely cook, and instead seek out local restaurants upon arrival in a new city. They will be prompted to utilize contactless pay after exposure to Mastercard’s message. Younger consumers are also starting to travel on their own for both business and leisure. But for many of them, financial vulnerability while on the road is a genuine concern. 2 Mastercard’s messaging aims to quell these fears by highlighting the security of digital payments, and the convenience of having them on hand during travel.

1.https://www.apta.com/Pages/default.aspx 2. https://www.transtats.bts.gov 3. https://travel.state.gov