OOH ads increase consideration to buy train tickets from the online train ticket service in the next month
The online train ticket service hoped to change the habit of a lifetime and persuade consumers to buy train tickets via the company’s mobile app or website instead of directly at train stations.
In November 2015, the online train ticket service ran an Out of Home advertising campaign which consisted of London Underground, Bus, and National Rail formats.
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 750 respondents:
50% Young People – 18-29 years old – never married or in full time education
50% Midlife Families – 30-54 years old – must have at least one child
Test Sample: London
Control Sample: Rest of the UK
Perceptions of the online train ticket service brand improved significantly when London respondents recalled seeing any ad, and there was an increase in those who recalled the ads purchasing tickets online.
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