3 Railway Media for Branding - Global Advertisers

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RAILWAY MEDIA
Numerous studies have revealed that the brand
preferences of train commuters are  influenced in
meaningful ways by platform advertising. To study
the dynamics of train commuting and its affect on
rail advertising, Global Advertisers launched a
long-term insight program, Mumbai on the Move,
which aims to uncover the mind and mood of Mumbai
commuters that pass through stations on the
Central, Western and Harbor lines. A combination
of an online survey, eye-tracking and new-age
technology is used to arrive at actionable
insights that contribute towards Globals media
planning efforts, and also helps Global gauge the
effect of different kinds of platform advertising
on commuters.The study showed that on an
average 11.9 minutes is spent on rail platforms
by the average commuter daily, with 21 per cent
of that time spent on looking at platform ads.
Brand  preference grows 9 per cent after just
three minutes of ad exposure on the railway
platforms.
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• Benefits
• Reaches a captive, upscale suburban commuter in
  addition to lunch-time patrons, shoppers and
  business professionals
• Offers face-to-face impact in trains, on
  platforms, in waiting areas, and high-traffic
  corridors
• Delivers messages in an uncluttered, visually
  stimulating environment.

Provides impressions in upscale areas oten
unreached by traditional out-of-home displays.
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Sanjeev Gupta, MD Global Advertisers, said, One
exposure to a platform ad positively shifts brand
preference in the time it takes to boil an egg.
We wanted to explore how the captive nature of
the rail platform environment increases
commuters connection to platform advertising.
Over time, rail commuters engage more deeply with
ads and begin to absorb more detail which makes
it the perfect environment for long-copy
executions. The positive shifts in brand
preference were higher with increased dwell time,
which further reinforces the key strength of
platform advertising.Global has so far
successfully increased brand awareness and
strengthened the corporate image of several
reputed companies





For attractive package deals contact us now

Mr. Amit Gupta - 9820797773

amit_at_globaladvertisers.in www.globaladvertisers.in

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