Posts

KBH Media study shows on-train ads trigger immediate purchase

From cars and holidays to sports equipment and luxury goods, new research released today has unveiled the growing appetite among today’s rail commuters to make on-train purchases from their mobiles during their commute.
The study, commissioned by KBH On-Train Media, found that a quarter (26%) of commuters now use their train time to make purchases via connected devices, with holidays (15%), and even cars and car-related goods (9%), among the most unusual and expensive investments made during an average day’s travel.
Overall, the most popular retail categories for ‘commuter commerce’ are clothing/footwear, bought by 39% of those rail travellers who made a purchase, followed by groceries (33%), and tickets for leisure events (26%).
The research also highlighted the important role that on-train advertising plays as a trigger for driving immediate consideration and purchase among affluent, connected commuters. Of the 94% of respondents who noticed the advertising on-train, 39% said they subsequently talked to someone about products or services they saw advertised, 56% went on to do further research, and 33% made a purchase as a direct result of the advertising they had seen.
Of those who said they had ever made a purchase, 21% said they had done so immediately on board the train and 31% said they had done so on the way to work after leaving the train. 26% said they had done so at home later the same day while 31% said they had made purchases within a few days.
Ian Reynolds, Managing Director, KBH On-Train Media: “This research paints an illuminating picture of the millions of commuters going about their daily lives on trains across the UK. Smartphones are now clearly embedded as an integral part of the journey, and having the High Street in the palm of our hands means we are increasingly comfortable seeing our daily commute as a time to shop.
“The continued growth of commuter commerce, when combined with the branding strengths and contextual prompts provided by on-train advertising, mean the train journey is becoming an increasingly valuable space – not just for increasingly time-poor consumers but for brands and advertisers too.”
Via: Outsmart

KBH Digital expands on-board advertising network

KBH Digital, the specialist digital division of KBH On-Train Media, has secured the contract to provide advertising and sponsorship opportunities across Greater Anglia’s newly-launched Wi-Fi network and on-board entertainment service.
The win paves the way for KBH Digital to connect brands with the Greater Anglia audience, which comprises 82 million passenger journeys each year. It marks an expansion of the company’s portfolio of on-train and transport digital advertising partners, which already includes South West Trains, Stansted Express and c2c, plus National Express Coaches.
The Greater Anglia media portal is provided by on-board infotainment systems developer GoMedia and will feature TV boxsets from hayu and NOW TV, as well as digital magazines and movie trailers, and the latest news and sport from Reuters. Passengers will be able to stream the content to their smart devices through an app, available on the App Store and Google Play, or via a web browser.
KBH Digital founder and Managing Director Harjit Badesha said: “We are delighted to extend our digital advertising offering to the Greater Anglia network. This is a fantastic way for brands to engage with the highly-desirable commuting audience before, during and after their journeys via our digital solutions.”
Andy Camp, Commercial Director at Greater Anglia, says: “We recognise that connectivity plays a key role in modern-day rail travel and we are delighted to have worked with KBH Digital and GoMedia to bring our passengers an on-board infotainment system with up-to-the-minute news, entertainment and travel information. This is one of the ways we’re hoping to improve customers’ journeys.”
Via: OutSmart

JC Decaux's "Take a View" Returns

Those travelling via London Waterloo are being treated to a stunning visual display of 150 photographs from this year’s Landscape Photographer of the Year competition.
For the second year running, the mezzanine level has had its very own ‘Take a View’ gallery installed so that commuters visiting the UK’s busiest rail station will have the chance to view the winning entries via display stands and digital screens, including JCDecaux’s digital 6-sheets and Motion@Waterloo.
Renowned landscape photographer, Charlie Waite, who founded the Landscape Photographer of the Year competition back in 2006 said: “The support and professionalism of JCDecaux’s design and production teams has been outstanding. The time schedule for our exhibition this year was unavoidably tight but we never doubted that it would be met.
“We totally rely on their expertise, which is invaluable when installing displays within such crowded public areas as London Waterloo – the busiest station in the country”.
The exhibition, in association with VisitBritain and the ‘Countryside is GREAT’ campaign, will run until 7th February 2016.
 
 

Lenovo Launches Interactive Screen at Waterloo

More than 123,000 people interacted with Lenovo’s digital takeover of Waterloo station in London last Thursday (30 October), which was designed to promote the computer technology brand’s new Yoga range.

The marketing event’s main feature was the Motion @ Waterloo digital screen, which let the public add their faces to a series of bodies performing Yoga moves using a dedicated mini-site. Ambassadors from the brand were positioned in the central concourse of the station to demonstrate the company’s new laptop and tablet offerings, while the screen was complemented with static posters on both the Underground and in the main station.
The campaign was further augmented with a morning appearance from Made in Chelsea star Alexandra ‘Binky’ Felstead, who uploaded her selfie to the screen.
Lenovo created the campaign in partnership with Total Media, Media 5, The House Worldwide, Posterscope, Liveposter, JC Decaux and Exterion. Total Media estimated that overall, 34 million people were reached by the campaign.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo, told Event: “We like doing clever things at Lenovo. For instance, if you’re in the vicinity of the area today, you’ll get advertising saying ‘come up to Waterloo and check this out’. That’s something you couldn’t do five years ago. People are amazed that they can be in a real-life advert in less that two minutes.”
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “We’ve seen that more 50% of targeted Zone 1 commuters have seen the message and have been converted. We’re being as targeted as possible to amplify the campaign.
“The guys at Lenovo really want to position themselves as a much more different tech brand. They’re moving towards more unique advertising, doing as much as they can in a more innovative way.”
Etherington added that the stunt forms part of a wider campaign, which the UK team were able to adapt creatively. “Our global team put together this campaign, which is a play on the silhouette using the product in an unusual way,” Etherington added. “We’ve taken that concept and extended it by letting people add their face.
“The global execs love it because we’ve taken what they’ve created and made it bigger and better.”
Via: Event Magazine

Giant Body Parts Give Travel Billboards Some Life

Travel agency, Voyages-SNCF, created a series of bizarre billboards throughout Paris that were 3D, interactive body parts – inviting Parisians to flex their curiosity and engage with the advertisements.
These interactive billboards included a giant mouth, a hairy chest and Marilyn Monroe’s leg. The mouth sings the opera, with its large tongue undulating as an opera singer’s would, Monroe’s famous white dress flutters, with her legs underneath, and the hairy chest, placed at a bus top would launch a disco ball and music when pressed. Then there is the muscly bare back of a French rugby player, washing his back with actually soapy water running down the advert.
Voyages launched the billboard campaign to promote their new offer – a train and show tickets combination pack, which brings people “closer to their passions”. The dual ticket initiative is about bringing travelers closer to cultural events like the opera, sports, movies and music.
[youtube width=”300px” height=”200px”]CD_qeQY2AW8[/youtube]
Via: psfk