Having specialised in premium Transit Media solutions for over a decade, we know that Transit Media can deliver real results for brands. The majority of Australians leave home every day for work or leisure, and Transit Media is perfectly placed to reach all audiences including vehicular, pedestrian and commuter traffic.
Out-of-Home Media’s effectiveness is well established. Audiences outside the home are proven to be more alert and likely to act, and when paired with other media channels, Out-of-Home Media is proven to improve campaign ROI¹.
Why Transit Media?
Why Transit Media? Because it works! TorchMedia and GfK’s Transit Media Effectiveness Study, En Route to Engage², highlighted the strengths of Transit Media – including its crucial role in the consumer journey for commuter audiences.
The study found that 71% of commuters take action within the first 7 days of seeing an ad on public transport – with 1 in 6 going on to purchase the goods or services advertised. In addition, 32% researched the product or service advertised and 22% considered purchasing the product or service.
At TorchMedia, we want to help our clients understand how their Transit campaigns can achieve a range of core marketing objectives. In addition to commissioned research, TorchMedia has also worked with research partners to produce bespoke Brand Lift Studies for advertisers. These quantitative studies analysed responses from a specific target audience, surveyed both pre and post campaign, against key metrics including brand awareness, consideration, ad recall and brand sentiment.
Case Study 1: Education
Client Overview:
A Global Education technology provider was looking to increase awareness, market share, and usage of its platform in Australia.
Target audience:
High School Students (Years 11 & 12), University and Higher-education students, parents of students in Sydney.
Transit modes:
High impact placements (Megasides and Showcases) on Trains and Light Rail in Sydney
Results:
High impact, broadcast Transit media yielded strong results across all key metrics for this brand launch³.
Case Study 2: Property
Client Overview:
A Property listing company sought to connect with audiences in high-growth areas of Sydney using contextually relevant executions.
Target audience:
Prospective home buyers and renters living in Sydney’s north-western suburbs catching the Sydney Metro.
Transit modes:
Sydney Metro Internal Domination, Sydney Metro Northwest Digital Network (full motion animation Portrait and Landscape displays).
Results:
Targeted Transit Media dramatically improved consideration and sentiment for this established brand⁴.
We continue to see that TorchMedia’s Premium Transit media solutions deliver results for advertisers, with both targeted and broadcast campaigns achieving significant uplift in awareness, consideration and other key metrics. Want to find out for yourself? Speak to your Account Manager about securing a Brand Uplift Study for your next campaign.
Sources:
- Outdoor Media Association, 2019
- TorchMedia and GfK: En Route to Engage, November 2022 (n=527)
- TorchMedia Brand Lift Study, Client Case Study #1 (Education – Technology), October-December 2023 (n=322)
- TorchMedia Brand Lift Study, Client Case Study #2 (Property – Technology), April-July 2024 (n=305)
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