Media companies want more bike stations in the ground

Pitching infrastructure usually means convincing a buyer. For Locky Dock, the conversation with its media partner has flipped.

The media company wants as many stations as Locky Dock can build.

Why is a bike station good street media?

A bike station puts a screen where people already stop. That gives it four strengths as an advertising format.

• Prime locations. Stations sit in town centers and near libraries, supermarkets and transport hubs, where foot traffic is high.
• Eye level. Screens sit where pedestrians and cyclists pass close by.
• A positive context. Brands appear on a free public amenity, not just a billboard.
• Scale. Each new station adds inventory to a network that advertisers can buy as one package.

What does the media partner do?

In Locky Dock's model, the media partner does two jobs. It helps choose sites, because every site must also work as a media location. And it sells the advertising.

Locky Dock builds and runs the stations on Bikeep smart stations with e-bike charging. Our article on whether to sell ads yourself or partner with a media company covers the split in detail.

What does it mean for the operator?

When the partner's only question is how fast you can build, demand for advertising stops being the limit. Growth depends on how fast you can find sites and install.

That is why Locky Dock focuses on council networks and head-office agreements that open many sites at once. The site list matters too. Our piece on where to install public bike parking covers the places that work for riders and advertisers alike.

How do you pitch a media company in your market?

Bring the same four things Locky Dock can show today.

1. The foot traffic and visibility of your proposed sites
2. A network plan, not just one station
3. A working example. Locky Dock's network is the proof point, and our story on Locky Dock and oOh!media in Whangārei shows it on the ground.
4. A clear agreement up front on who selects sites and who sells ads

The model behind it is explained in how advertising funds free bike parking.

Frequently asked questions

Why do media companies want bike stations?

Stations sit in busy places at eye level, on an amenity people like. Each new station adds inventory to a network advertisers can buy as one package.

Who sells the advertising on Locky Dock stations?

Locky Dock's media partner, oOh!media. It also helps choose the sites.

How many stations does Locky Dock's media partner want?

Kirsten Corson of Locky Dock says the partner hasn't set a limit. Its question is how fast more docks can go in the ground.