Digital advertising in train stations- study

Advertising in train stationsStudy shows commuters love it

Digital Signage in Train Stations

Location: France, Parisian train stations

Time scale: 2011- 2012

Methodology: 1,000 regular commuters surveyed or interviewed

Aim of the study- to reveal the commuters’ perception on advertising and digital signage in this environment

Organisers: MediaTransports Pôles Gares, Iligo and CSA. www.digitalsignage.net

Digital Signage in Train Stations

What do people really think about it?

•Digital posters are ‘something high tech’ (86%)

•Screens animate train stations (77%);

•They make stations more entertaining (73%)

•Digital signage brightens stations up (62%)

www.digitalsignage.net

Digital Signage in Train Stations

Advertising in train stations- does it really work?

The respondents said…

The video ads on the screens are entertaining (83%)

lively and dynamic (79%)

eye-catching (91%)

www.digitalsignage.net

Photo source: emarketing.fr

Digital Signage in Train Stations

Brand sentiment

Brands featured on digital signage displays are well- regarded (83%)

www.digitalsignage.net

Photo source: emarketing.fr

Digital Signage in Train Stations

Viewership- Do commuters see the ads?

Advertising displayed on digital screens attracts:

-4.5 times as many views than the surrounding environment;-2.5 as many views than static posters.

www.digitalsignage.netPhoto source: emarketing.fr

Digital Signage in Train Stations

The ROI

The consequences of seeing adverts on digital displays in train stations:

-enhanced levels of recall (30%);

-desire to find out more about the advertised offer (50%);

-willingness to purchase/ subscribe (38%).

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