More clients are embracing multi-modal Transit media to improve the coverage and utility of their campaigns. TorchMedia’s extensive transit media portfolio gives advertisers the ability to reach more customers using External and Internal mediums. Over 55% of Sydney commuters swap modes during their journey, so multi-modal transit advertising is perfect for capturing audiences at multiple touch-points throughout their day.
TRANSIT GRABBING ATTENTION
The benefits of transit external advertising are well known. Studies have found that movement captures attention, making advertising on public transport vehicles an attention grabbing choice! Research also shows that people are 2x more alert and likely to act when out of home, making transit advertising the perfect combination of environment and medium.
Macquarie University is an avid supporter of Transit media, regularly using multi-modal campaigns across Sydney public transport. Using Sydney Trains and Sydney Metro, Macquarie University achieves broad coverage within their target geographic locations. The combination of formats means that Macquarie University receives the attention grabbing benefits of moving media, while capitalising on impact and dwell time with large scale Platform and Concourse executions.
Where external formats are ideal for eye-catching, high impact brand campaigns, Transit Interiors speak to a captive audience within the vehicle. With long dwell times (the average commute in Sydney is 46 minutes), transit interior formats are an opportunity for brands to inform and entertain audiences while they are idle. The habitual nature of the commute provides transit media campaigns with frequency to stay top of mind.
DIRECT RESPONSE
Further benefit of Transit Interiors has been the resurgence of QR codes. 51% of Australians say they have used/scanned a QR code in the past month, compared to a global average of 28%.
Shopify’s 2021 campaign showed the flexibility of multi-modal transit. The campaign included a Triple Carriage Wrap on the Sydney Light Rail and Tabletop media on My Fast Ferries. The Light Rail wrap created impact within Sydney’s CBD while the Ferry Tabletops featured QR codes for direct response.
MULTI-MODAL SUCCESS
Lebara’s recent Double Data campaign covered multiple formats and modes. A Sydney Light Rail Megaside, and Portraits at key Sydney Metro stations were complemented by Interior panels across Sydney Trains and Light Rail. Adding Internals to the campaign increased Lebara’s unique reach by 81% and delivered an additional 3,231,522 impressions (Source: MOVE, P18+, 12 weeks). Meanwhile total investment only increased by 40%. The use of multi-modal Transit media provided unbeatable value for Lebara as their ads reached more of Sydney to own the commute.
To unlock the full potential of Transit media, a multi-modal advertising campaign can deliver impact, attention and drive response. For more coverage and added value, speak to your TorchMedia Account Manager to plan your next multi-modal Transit Media campaign today!
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