Tuesday 21 January 2020

AdLib:Tracking the power of commuter advertising

Media & Marketing with Michael Cullen

Exterion Media executives Sandra Doyle, Emma Brennan and Antoinette O’Callaghan pictured with Kinetic’s Caroline DeCourcy and Grainne Dilleen
Exterion Media executives Sandra Doyle, Emma Brennan and Antoinette O’Callaghan pictured with Kinetic’s Caroline DeCourcy and Grainne Dilleen
Cian O’Connor in action
Edel O’Leary joins the Acuvest team

Ever wonder how long a commuter has to notice ads when on a Dart or intercity train? A new study by Millward Brown for Exterion Media, which handles CIE advertising, and out of home (OOH) specialist Kinetic shows that most train users are exposed to ads for just over half an hour - less than eight minutes while waiting on the platform and another 27 minutes onboard a train.

The Right Track report measures Irish Rail passengers and provides insights to advertisers and agencies targeting regular commuters.

The study's findings were based on interviews with 500 passengers on Dublin's rail network to find out about their journey time, online behaviour and responses to ads they encountered on their commutes. Half of all train passengers travel five days a week.

When it comes to on-train wifi, 69pc of 16 to 24-year-olds use the free service, while 35pc of rail travellers share information about the ads they see on social media sites like Twitter and Facebook. The survey shows that 46pc of 16 to 24-year-olds say that OOH ads they see on rail commutes motivate them to go online. Three-quarters of respondents consider the ads to be "a welcome distraction".

Antoinette O'Callaghan, marketing manager, Exterion Media, says The Right Track findings were the first of their kind in Ireland. "They sort out the instinct and rubber stamp OOH's efficacy, showing that the medium is not all about numbers," O'Callaghan said. The use of mobile by commuters drives action and search. Exterion has DPods in 21 stations in Dublin, Cork and Waterford. The rotating prismatic poster has given way to HD sites.

CommuterSquares rolling screens have replaced the old wet postering on the DART line in Dublin. The new sites reduce littering problems and the rate of repair required arising from graffiti and acts of vandalism.

Q As the RDS looks to developing its main arena in Ballsbridge, results for last year shows income from events and property lets was just over €18m. After operating costs, outlays in staging events and pro bono work, the RDS had an operating surplus of almost €1.8m.

Hosting the Discover Ireland Dublin Horse Show came to €4.5m, while €2m went on 14 arts, agriculture, science and industry projects through the society's foundation programme.

The not-for-profit organisation saw income from exhibitions, conferences and consumer and trade shows rise by 4pc to €13.5m. Shows included the BT Young Scientist & Technology Exhibition, Web Summit, Metropolis, Meitheal (the Irish Trade Travel Fair) and The Ideal Homes Show. The society's foundation programme included the Leadership Forum on Climate Smart Agriculture and the Economic Vision 2020 Lecture Series. RDS chief executive Michael Duffy says the planning process for the redevelopment of the main arena starts soon, with construction work expected to get underway right after next year's Horse Show. Showjumper Cian O'Connor is pictured competing at last year's Discover Ireland Dublin Horse Show.

Q Edel O'Leary has joined pensions and investment advisors Acuvest as head of communications and marketing. Previously Ulster Bank's marketing boss, O'Leary will be responsible for the Acuvest brand and developing communications to its clients.

During her 11 years with Ulster Bank from 2004, O'Leary held various senior marketing, communications and branding positions. Her earlier career saw her head up marketing and communications at Denis O'Brien's Esat Digifone from 1997 to 2002, during which time she created the much loved TV ad best remembered for its chat up line: "Hi, it's me, the guy in the bar."

O'Leary helped with Esat's rebrand to O2, became its communications director and served on the executive management team. She has an MA in communications and marketing from Ulster University and an MA in Spanish and German from TCD.

Q PR agency business worldwide is set to grow from $14bn to $19.3bn over the next five years, a new global report shows. Jobs-wise, the industry will grow by 26pc. Feeding the expansion will be content creation, social media, brand reputation, measurement and evaluation.

Written communications is still the most important PR skill, followed by teamwork, curiosity, critical thinking and good old-fashioned hard work.

Q As Leicester City look set to win the Barclays Premier League title, the city's Walkers Crisps brand has come up with a clever digital stunt on Sky Sports HD. Too busy to chat to admirers as he 'goes for a P', former Leicester striker Gary Lineker then urges viewers to rewind the ad and find a hidden clue for its latest promotion.

Q Most everyone in marketing and media has an awards show these days, so why shouldn't event organisers get in on the act? 5pm tomorrow is the deadline for this year's Event Industry Awards, with the Irish Independent as sponsor. Awards night is in the DoubleTree by Hilton Hotel on Friday, July 15.

Michael Cullen is editor of Marketing.ie: cullen@marketing.ie

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