Rail Commuter

Objective

To understand the impact of rail advertising on commuter engagement.

Methodology

Defining the commuter

  • Consumer Survey
  • Rail Users 16–55 years
  • 15 minute questionnaire
  • Respondents had to use rail
  • Sydney n = 400
  • Melbourne n = 200

Their platform behaviour

  • Eye Tracking
  • Martin Place Station (live)
  • Sydney n = 40 journeys
  • Each creative was coded and analysed by Repucom

The effect of time spent

  • Neuroscience
  • n = 129
  • Each participant watched 5 min video
  • Brand logos were shown pre/post to benchmark shift in brand saliency
  • Benefit in Neuro is that it measures subconscious (i.e. not claimed behaviour)

Key results

  • Rail commuters spend 11.9 mins on platform each day
  • 21% of station time is spent actively viewing Crosstrack ads
  • Crosstrack ads are actively viewed 8 x longer than average
  • Engagement on platform grows with time
  • Dwell time positively impacts brand preference.

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