Best Railway Media Advertisers

Numerous studies have revealed that the brand preferences of train commuters are  influenced in meaningful ways by platform advertising. To study the dynamics of train commuting and its affect on rail advertising, Global Advertisers launched a long-term insight program, Mumbai on the Move, which aims to uncover the mind and mood of Mumbai commuters that pass through stations on the Central, Western and Harbor lines.

A combination of an online survey, eye-tracking and new-age technology is used to arrive at actionable insights that contribute towards Global’s media planning efforts, and also helps Global gauge the effect of different kinds of platform advertising on commuters.

The study showed that on an average 11.9 minutes is spent on rail platforms by the average commuter daily, with 21 per cent of that time spent on looking at platform ads. Brand  preference grows 9 per cent after just three minutes of ad exposure on the railway platforms.

Benefits

• Reaches a captive, upscale suburban commuter in addition to lunch-time patrons, shoppers and business professionals
• Offers face-to-face impact in trains, on platforms, in waiting areas, and high-traffic corridors
  
• Delivers messages in an uncluttered, visually stimulating environment
• Provides impressions in upscale areas often unreached by traditional out-of-home displays.
  
  

Sanjeev Gupta, MD Global Advertisers, said, “One exposure to a platform ad positively shifts brand preference in the time it takes to boil an egg. We wanted to explore how the captive nature of the rail platform environment increases commuter’s connection to platform advertising. Over time, rail commuters engage more deeply with ads and begin to absorb more detail which makes it the perfect environment for long-copy executions. The positive shifts in brand preference were higher with increased dwell time, which further reinforces the key strength of platform advertising.”
Global has so far successfully increased brand awareness and strengthened the corporate image of several reputed companies including Reliance, Titan and Pepsi.