TorchMedia are Transit Out-of-Home specialists with a unique focus on Light and Heavy Rail and Ferries, starting conversations with over two million people on their daily commute. We are committed to positioning Transit Out-of-Home advertising as a key component of all Australian marketing campaigns and driving revenue growth in this sector.
TorchMedia provides a range of solutions for brands looking to raise their profile and increase audience engagement. With over 1.3 million people in Sydney catching the train on a typical weekday, 1.1 million in Melbourne and 400,00 in Brisbane, it’s one of the most popular modes of transport for commuters in major cities.
TorchMedia has conducted research to determine if Train Advertising is effective and what benefits brands can gain from Out Of Home campaigns.
The overall average daily commute time is 69 minutes, where 67% of people agree that they see advertising on their travel and 57% of respondents said that train advertising is a good place to grab their attention. Advertising on trains does not only catch the eye of passengers in carriages or at stations but also surrounding motorists on the road.
Research showed that just over half (52%) of respondents took action after seeing the advertisement, 22% talked about what they had seen in an ad with someone and 9% of respondents purchased the product or service.
TorchMedia’s Train and Light Rail formats are measured by the Outdoor Media Association’s audience measurement platform Measurement of Outdoor Visibility and Exposure (MOVE). MOVE is the industry standard for audience measurement and goes beyond measuring the ‘opportunity to see’ – using visibility indexes to provide brands with the ‘likelihood to see’ for their campaigns.
TorchMedia also uses the Nielsen Consumer & Media View (CMV) syndicated database to track media consumption, attitudes, lifestyle choices and shopping habits. Using Nielsen enables TorchMedia to provide in-depth insights of target audiences and determine the best solutions for OOH campaigns to brands.
Beyond this TorchMedia is continually investing in customised research to investigate and prove the effectiveness of its formats and campaigns. Combined with up to date transport patronage data available through our asset partners, TorchMedia is able to provide dynamic and up to date audience insights to clients.
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