We have all set foot on a bus, train and possibly voyaged on watercraft if you work near the river Thames. But how engaged are these commuters to advertising? There’s no metric on Google Analytics, for example, knowing someone is on a form of public transport and currently appearing as a visitor on a website or advert.
It is likely that the answers commuters have given is not always definite but at least we can get a general picture of the journey and history behind why each individual was shown the advert in the first place. Besides, personal data is worth a lot of money these days and if marketing agencies did not use this data to their advantage then there simply wouldn’t be as much of a buzzing industry as there currently is.
Every day we see these promotional outreach attempts, it might on the break of watching Loose Women, or passing a billboard advertising a much better (or identical) monthly contract smartphone offer (the list goes on and really we are surrounded by advertising.
Branding is an important function of daily life, especially when we consider that literally, noone with a full-time job has the time to scroll through every page of amazon or its competitors. Not unless you work for Amazon anyway.
The reality in London painted an interesting perspective on this subject. Whilst on a busy bustling Monday morning on a crowded train was surely nobody’s desire to be packed in like a chicken in a battery shed. However, the general distraction that all of these passengers commit is to literally roll their head forward and sink deep into the digital portrait that is their smartphone. When they are traveling towards this digital vortex, it becomes very difficult for them to disengage. This is where millions of £’s and many hours of research from some of the best minds in the marketing industry.
Research found that 80% of Millennials surveyed and 67% of Londoners fantasised about a short break whilst travelling to and from work. 60% of the audience noticed that a new ad appeared along their usual commute route. This shows that the audience is aware of what is being shown to them, the majority anyway. In reflection, you would think that a place where most people doze off, chatter and maybe read a book, the larger majority are surfing away on the interweb and finding opportunities through adverts to aspire to be or obtain something they wouldn’t have otherwise have taken the time to read about and purchase.
It’s very easy to pick up your smart device and start surfing the world of opportunity. There’s something out there for every single one of us and the advertiser is actually using user behaviour to determine, not only who to advertise to but also who not to advertise to. This is a refined process for professional agencies.
We’ve probably all seen the result of targeted advertising whilst on a train, the kind of advert that pops up suggesting places to eat/visit along your route, we’ve also probably seen the train fare adverts that come up suggesting you should obtain a railcard or book your tickets through a particular company in order to make a ‘great saving!!!!’.
Whilst this advertising idea is effective to the 90% of passengers who use their smartphones on their journey, there is always a fallout from advertising, it may be a situation of timing. It’s hard to cater for everyone but we realise how important it is to get the audience targeted as best as possible. Whilst, nearly a third (30%) browsed shopping websites on their journey, and a fifth (20%) purchased from those sites. Out of the 20% who purchased online, 28% of them did this immediately. That’s almost a third of successful purchases were made on delivery of a user to the website via an advert. Effective advertising in play.
On the subject of conversions, its always good to understand the ideas and feelings the non-immediate-converters have when being presented a form of advertising designed to create buzz and purchases. 79% of commuters who saw these adverts, commented to say that in the future, they will purchase or rekindle engagement to brands/businesses who have reached out to them. This provides a certainty around this kind of demographic.
Data is a marketer’s best friend and without it we would still be serving adverts to irrelevant and disinterested parties.
We believe very strongly about Digital marketing and we like to make sure our adverts are current, effective and efficient at reaching the right target audience, however, this does not come without the hard work involved in making that target audience the right one. If you are in need of some extra visibility or looking to experiment with advertising to find whats right for you. We are here to help. Brave is not just in our name, it’s in our blood.