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January 19, 2018 | Author: Anonymous | Category: Arts & Humanities, Writing, Journalism
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10+ reasons to use… TUBE advertising

Access to huge audience numbers •

1.1 billion passengers used the London Underground last year



3.5 million passenger journeys a day



On average, 180,000 people enter the Underground per hour



2 million people travel into Zone 1 every day

Source: Exterion MEdia,, TfL

Affluent audience, more disposable income •

74% of all tube users are ABC1 - busy people with high disposable income



A young, 18-24 audience



Higher salaries than non-Tube users (£35k vs £21k national average)



79% of London’s working population use the Tube to commute to and from work

Source: Exterion Media, TfL

People like seeing adverts on the Underground •

87% of commuters welcome advertising on the London Underground – the audience has the desire to engage with it, as it fills their ‘dead’

time •

It gives passengers something to read and engages them



It’s a form of escapism – “I saw a beach and just imagined being there”

Source: Exterion Media

London workers are low consumers of other media London workers are hard to reach and costly using other media, because: •

They spend more time out of home



49% are light TV viewers (under 20 hours a week)



Only 45% have listened to commercial radio in the last week



Only 39% read a national daily newspaper



72%* of regular Tube users do not read free papers found on the tube, such as The Metro



But 90% have seen outdoor advertising in the last week

*Source: Exterion Media, London Worker Planning Tool & TGI 2012

Commuters are connected •

Commuters are more likely than non-commuters to have smart phones



WiFi on the Tube now means there is never a missed opportunity to share and connect



69% of CBS’ work.shop.play panel said they have used WiFi on the Underground or probably will



15% have gone straight to the website of a company they have seen an advert for on the Underground

Source: Exterion Media, Virgin Media

High Dwell Time means more time to read and engage with adverts •

79% of commuters have responded to an advert they have seen on the Underground



Central London workers spend an average of two hours a day on the Tube



Consumers spend around 3 minutes on the platform engaging with cross track ads



Passengers have an average of 13 minutes to take in detailed information displayed on Tube Car Panels Source: Exterion Media

Digital Underground offers unique opportunities for advertisers •

1,619 digital screens in London



3 types of digital screens: DEP, LCD and XTP, all with different selling points



Transforms what advertisers can do with the Underground



Time specific advertising and advertising with up to minute information means ads are

always relevant •

LU Digital formats can be bought by the day and daypart

Source: Exterion Media

Tube users index highly on travel and leisure • 75% took a holiday in 2012 – 10.9m individuals • More likely to fly for leisure

• Spend more time away • Spend more money on travel • Early consideration and booking of holidays

Source: Exterion Media

Tube users: more likely to fly for leisure 140

More likely to fly for leisure

120

100

80

60

40

20

0

Tube Source: TGI, Exterion Media

Evening Standard

Metro

TV

Tube users: more likely to have had multiple holidays in last 12 months More likely to have taken a holiday in the last 12 months

120

115

110

105

100

95

90

Tube Source: TGI, Exterion Media

Evening Standard

Metro

TV

Commuters agree: the Tube is the right environment for drinks advertisers “When I’m in the pub, I wouldn’t consider buying a different type of bourbon other than Jack Daniels as the image and history of the brand have stuck with me and it is always the first brand I think of when someone asks what I would like to drink” (male, 25-34)

Source: Kantar Media – Interactive Europe 2012, Exterion Media

Commuters agree: The Tube is the right environment for drinks advertisers “Obviously placing an alcoholic drink advertisement on the Tube is perfect placement. I've finished work, standing on the platform reflecting on all of the various issues that have come up and what is the best way to relax…” (25-34, male, UK)

Source: Kantar Media – Interactive Europe 2012, Exterion Media

Tube users regularly drink out of home •

43% of young London Underground users say they drink 2 to 3 times a week out of home, twice that of all adults nationally



Young London Underground users are much more spontaneous. 73% will choose to go for a drink depending on how they feel that day



84% of young London Underground users say they regularly go for a drink after work

Source: Work, Shop, Play May 2012, Exterion Media

The right environment for financial advertising •

77% of Tube users own three or more credit cards



58% of tube users are interested in financial advertising



50% of tube users describe themselves as influencers when discussing finance



79% of tube users have a good knowledge about financial services

Source: TGI 2012

A brilliant medium for publishers •

Tube users are heavy book users – they are significantly more likely than nonTube users to read 6+ books a year



Tube users agree that the Underground is

a great environment to advertise books •

Over half of Tube users state that they keep an eye on new releases whilst

travelling on the Tube

Source: Exterion Media

A spot-on medium for pharmaceuticals •

Boots ran a DEP campaign with the aim of increasing frequency in store and online



The Underground campaign was used to

target 25-55 year old women •

Exposure to the DEPs had a positive effect on respondent visits



Over half of women (53%) who use the Underground recall seeing the Boots DEP adverts that featured Source: Exterion Media

The Underground reflects what can be found above ground •

Specific stations offer different brand associations



The Underground is a gateway to what’s above ground



The Underground is as diverse as London itself - Camden for music, Knightsbridge for fashion



Advertisers can pick just the right station ambience and proximity to stores which stock their products

Source: Exterion Media

View more...

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