Numerous studies have revealed that the brand preferences of train commuters are influenced in meaningful ways by platform advertising. To study the dynamics of train commuting and its affect on rail advertising, Global Advertisers launched a long-term insight program, Mumbai on the Move, which aims to uncover the mind and mood of Mumbai commuters that pass through stations on the Central, Western and Harbor lines.
A combination of an online survey, eye-tracking and new-age technology is used to arrive at actionable insights that contribute towards Global’s media planning efforts, and also helps Global gauge the effect of different kinds of platform advertising on commuters.
The study showed that on an average 11.9 minutes is spent on rail platforms by the average commuter daily, with 21 per cent of that time spent on looking at platform ads. Brand preference grows 9 per cent after just three minutes of ad exposure on the railway platforms.