KBH On-Train Media, a leading UK agency for connecting advertisers with on-train commuter audiences, has won the contract to provide on-train media services for Chiltern Railways.
The win further extends the KBH On-Train Media network, which covers London and the South-East of England and provides advertisers with targeted opportunities to reach and engage affluent commuting audiences.
Providing 26.4 million passenger journeys every year, Chiltern Railways serves popular commuter locations including Aylesbury, High Wycombe, Oxford, Stratford-upon-Avon and Birmingham with services into London Marylebone.
The initial five-year contract with KBH On-Train Media comprises an additional 2,200 Traincard spaces on 207 carriages across the 96 trains operated by Chiltern Railways. Among the advertising partners scheduled to run campaigns on the new KBH On-Train Media network is Bicester Village shopping destination.
Ian Reynolds, Managing Director of KBH On-Train Media, says: “We are delighted to be working with Chiltern Railways. This contract win represents a significant expansion of our media network, strengthening our ability to connect advertisers with commuting audiences and underlining the unique qualities this medium has to offer.”
Eleni Jordan, Commercial Director of Chiltern Railways, says: “As a specialist in this area, KBH has a real understanding of on-train advertising. Our aim is to deliver a consistently great experience for our passengers and KBH will support us in this.”
Trains are an ideal place to advertise. According to research in 2015 by KBH-On-Train Media, 92% of travellers own a smartphone and 90% use the device while on a train. Regular travellers are increasingly using the carriage as an office, living room or shopping mall with half of the journey time spent on a connected device.
Travellers spend an average of 20 minutes per journey on a mobile, tablet or laptop with 58% listening to music, 43% emailing or working and 26% browsing retailers online.
While shopping on a train online, rail travellers are most likely to buy clothes with a quarter of respondents browsing fashion retail sites and almost a fifth (18%) purchasing from fashion retailers whilst on the train. While travelling by train, Paypal is the preferred form of payment on a mobile phone with 52% of travellers most likely to use the service compared to 45% opting for a debit or credit card. According to the research, mobile wallet and payment apps are yet to penetrate with only 2% saying they would use these for an on-train online purchase.
