Advertising opportunities on London Underground Tube Car Panels
Provided by Exterion Media
Tube Car Panels offer advertisers the benefit of long dwell time & one of the most up close & personal advertising experiences.
Tell us about the Opportunity / What is it?
There are over 1 billion journeys made on the Tube each year with 150,000 people entering the system every hour. With an average journey time of 21 minutes, Tube Car Panels offer advertisers the benefit of long dwell time and one of the most up close and personal advertising experiences in London. The captive audience enables brands to communicate their stories and draw in the consumers with engaging longer copy. Few other sites in the outdoor sector tell a story to an audience; this makes it a unique proposition. A media channel which can truly 'talk' to a willing audience
What is the Marketing Objective?
A consequence of the high dwell time, the audience are quite happy to read the poster and have the time to do it, so they don't mind reading lots of copy. Long-copy allows for greater engagement with the audience. This is an excellent opportunity to not only raise awareness of your brand but to also educate the consumer. The exposure time also lends itself to direct response adverts.
How does it work?
Tube Car Panels are available to buy in a number of packs which ensures a spread of sites across Tube carriages throughout the network, allowing advertisers to communicate with the whole of this valuable audience during their journey. For advertisers wanting to specifically target business commuters, it is possible to purchase tube car panels on the Waterloo & City line which shuttles commuters between London Waterloo and Bank station, in the heart of the city.
Who's used it in the past?
In June 2005 PriceRunner.co.uk, the price comparison website, ran a Tube Car Panel campaign. Research was carried on 18-64 year old internet users living or working in London. The research found that following the ad, spontaneous awareness increased from 7% to 16% for any mention, whereas promoted awareness increased from 7% to 24%. Respondents also wanted the advertising to give more detailed information regarding PriceRunners; an important insight for Tube Car Panel ads. To read the full PriceRunner case study please view all CBS opportunities.
Features / Benefits
150,000 people enter the Underground every hour, 74% of whom are ABC1s. A key strength of this format is the high dwell time; a rare commodity for most Outdoor sites. What's more they are actively welcomed by the passengers who are looking for a distraction to pass the journey time. This format is therefore ideal for longer copy ads, which engage and connect with the target audience, which in turn is known to result in higher ad recall, higher brand recall, strengthened brand-consumer relationships and greater positivity about a brand.