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The Right Track

Why the rail environment presents unique rich spaces for reaching premium audiences with advertising messages 


Exterion Media Ireland and Kinetic Ireland have launched new research on the effectiveness of advertising in the Rail environment.  The report, “The Right Track”, measures and illustrates the rail passenger journey and will give greater accountability and further insights to Advertisers and their agencies who target the lucrative commuter audience.

The study was undertaken by Millward Brown on behalf of the two leading Out-of-Home companies and provides unique insights into the behaviours of rail and DART passengers in Dublin on the Iarnród Éireann network.


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Millward Brown interviewed 500 passengers on the Dublin rail network as part of this study to include their journey time, their online behaviours and their response to advertising they encountered in the rail environment

Some of the key findings of the report include:
  • Average journey time at station and on board train is 35.5 minutes
  • 50% of passengers are travelling five days per week
  • 69% of 16-24 year olds are using on-train free Wi-Fi  

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Commenting on the launch of the Right Track Antoinette O’Callaghan Marketing Manager, Exterion Media said

“We are delighted with the results from this unique joint research initiative which demonstrates the premium quality of the audiences in the rail environment.  The report delivers valuable insights for our Advertising clients and demonstrates effective audience engagement.  “The Right Track” delivers on our continued commitment to invest in research and insights ensuring that our clients can be confident in their choice of Out of Home format”.

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To find out how to extend audience engagement contact Antoinette O’Callaghan 01-669 4500


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