the kbh compendium · internet past week read 3+ magazines per month read newspaper daily listen to...

The KBH CompendiumCompendium: a collection of concise but detailed information about a particular subject, especially in a book or other publication

Index

About KBH On-Train Media 3

On-Train Media In Summary 23

On-Train Purchase Patterns 21

What Traincards Deliver 18

KBH Product Portfolio 13

KBH Audience 6

Adding Audience 9

3

About KBH On-Train MediaOn-train media is a unique channel enabling advertisers to communicate directly with affluent, timepoor, hyper-connected, highly influential in-touch train travellers.

With the highest dwell time in out-of-home advertising, Traincards reach commuters during key periods of ‘smart boredom’, when they’re motivated to tick items off their personal and professional ‘to-do’ lists. As a result, Traincards are able to influence these activities.

All the reasons ‘why Traincards’ are brought together in one place in this KBHCompendium. It’s a one-stop-shop for anyone in the business of planning andbuying advertising campaigns to understand how Traincards make things happen and what they add to other media opportunities.

4

KBH Traincardnetwork coverage

4

5

65,000Traincard spaces

Average frequency over two weeks = 7source ORR/TGI

Average journey time 40 minutes; 39% have a journey longer than thatsource Dipsticks

Average frequency over four weeks = 12source ORR/TGI

4.8 millionKBH ‘Commuters’

source TGI 2019 Q2

6 millionindividual passengers every two weeks

source TGI 2019 Q2

7 millionindividual passengers every four weeks

source TGI 2019 Q2

42 millionpassenger journeys every two weeks

source ORR Yearbook 2018/19

1.3 billionannual passenger journeys

source ORR Yearbook 2018/19

15 train lines11 train operatingcompanies

8,000carriages

KBH On-Train Media by numbers

6

KBH audience(TGI Q3 2019)

Demographic Percentage of audience Index vs KBH region average Number of individuals

Male 51% 104 5.5 million

Female 49% 96 5.2 million

18-34 29% 103 3.1 million

Working full time 43% 115 4.6 million

ABC1 68% 117 7.2 million

AB 36% 126 3.8 million

Demographic Percentage of audience Index vs KBH region average Number of individuals

Male 56% 114 2.6 million

Female 44% 87 2.1 million

18-34 36% 126 1.7 million

Working full time 49% 131 2.3 million

ABC1 67% 116 3.2 million

AB 38% 133 1.8 million

Rail users:

Frequent rail users:

Audience demographic make-up

7Source: TGI

% of each media channel’saudience aged 18-34

45%40%35%30%25%20%15%10%

5%0%

40.3%37.7%

18.0%21.5%

10.8%

19.9%

36.0%

Inside trains - seen in

last week

20+ hrs internet

past week

Read 3+ magazines per month

Read newspaper

daily

Listen toradio 1+

times per week

Watch20+ hrs TV per week

Cinema 1+ times per

month

% of each media channel’s audienceworking full time (30+ hours per week)

45%40%35%30%25%20%15%10%

5%0%

45.1%

52.1%

31.2%

40.8%

27.3%30.2%

42.1%


last week

20+ hrs internet

past week


Read newspaper

daily

Listen toradio 1+

times per week


Cinema 1+ times per

month


last week

20+ hrs internet

past week


Read newspaper

daily

Listen toradio 1+

times per week


Cinema 1+ times per

month

% of each media channel’saudience who are AB

45%40%35%30%25%20%15%10%

5%0%

35.1%38.7%

23.9%

32.5% 33.9% 34.5%32.0%

% of each media channel’saudience who are ABC1

80%

70%

60%

50%

40%

30%

20%

10%

0%

64.7% 69.3%

54.0%61.9% 61.8% 62.4%

59.7%


last week

20+ hrs internet

past week


Read newspaper

daily

Listen toradio 1+

times per week


Cinema 1+ times per

month

All media audiences: demographic comparisonMedia audiences are comprised of different demographic groups in varying quantities.This is a handy reference guide to some of the most sought-after.

8

OOH media audiences: demographic comparison

45%

% of each OOH format’saudience aged 18-34

40.3%

34.1%

31.7%

31.5%

35.8%

38.7%

30.3%

29.4%

36.2%

28.3%

0% 20%10% 30%5% 25%15% 35% 40%

Inside trains

Inside Tubes

Digital 6s

Billboards

Street furniture

Buses (exterior)

Taxis (exterior)

Airport ads

Ads on stations / platforms

Shopping centre /supermarket ads

45%

% of each OOH format’s audienceworking full time (30+ hours per week)

45.1%

45.1%

41.6%

37.7%

44.0%

46.3%

40.6%

39.8%

45.4%

44.9%

0% 20%10% 30%5% 25%15% 35% 40%

Inside trains

Inside Tubes

Digital 6s

Billboards

Street furniture

Buses (exterior)

Taxis (exterior)

Airport ads



45%

% of each OOH format’saudience who are AB

35.1%

29.2%

28.7%

31.7%

34.5%

35.8%

30.4%

28.8%

34.9%

29.2%

0% 20%10% 30%5% 25%15% 35% 40%

Inside trains

Inside Tubes

Digital 6s

Billboards

Street furniture

Buses (exterior)

Taxis (exterior)

Airport ads



% of each OOH format’saudience who are ABC1

64.7%

66.1%

58.2%

59.4%

58.4%

57.7%

59.8%

63.6%

63.7%

58.3%

0% 40% 50% 60% 70%20%10% 30%

Inside trains

Inside Tubes

Digital 6s

Billboards

Street furniture

Buses (exterior)

Taxis (exterior)

Airport ads



Source: TGI, seen advertising on particular format in past week

9

The audience Traincards add to other mediaAdding audience

Been tocinema:

1,920,000

+ Traincards:5,080,000

Added audience

+165%

Read 3+ magazinesa month:

3,930,000


Added audience

+75%

Watch 20+hoursof TV:

12,322,000


Added audience

+19%

Spend 20+ hourson the internet:

11,951,000


Added audience

+14%

Read 3+newspapers:10,700,000


Added audience

+17%

Listen to radio once a day:14,095,000


Added audience

+12%Source: KBH region; weekly unless otherwise stated; TGI

10

The audience Traincards add to other OOH media

Source: Route November 2019; London and South East and Anglia regions; digital share of time set to default

Network % increase cover % increase impacts

200 LSE rail D6s 33% 59%200 Underground D6s 153% 116%20 LSE Transvisions 206% 201%4,400 Tube Car Panels 35% 70%6,600 Tube Car Panels 29% 47%9,900 Tube Car Panels 25% 31%

Network % increase cover % increase impacts

200 LSE rail D6s 28% 39%200 Underground D6s 136% 76%20 LSE Transvisions 179% 132%4,400 Tube Car Panels 31% 46%6,600 Tube Car Panels 26% 31%9,900 Tube Car Panels 23% 20%

9,000 Traincards:All adults

6,000 Traincards:

11

200 LSE Rail D6s


MaleFemale ABC118-34


31%36%29%33%

26%30%25%28%

57%61%58%53%

37%41%38%35%

% increase cover

% increase cover

% increaseimpressions


9,000 Traincards:

6,000 Traincards:

20 LSE Transvisions



188%229%182%203%

164%198%159%180%

192%213%196%186%

125%141%128%123%

% increase cover

% increase cover



9,000 Traincards:

6,000 Traincards:

200 Underground D6s



152%154%158%128%

135%136%141%116%

119%112%129%93%

77%75%85%61%

% increase cover

% increase cover



9,000 Traincards:

6,000 Traincards:

The audience Traincards add to other OOH mediaBy demographic

12

4,400 Tube Car Panels




36%33%37%30%

32%30%32%27%

74%65%79%58%

48%43%52%39%

% increase cover

% increase cover



9,000 Traincards:

6,000 Traincards:




26%24%27%22%

23%22%24%20%

33%29%35%26%

21%19%23%17%

% increase cover

% increase cover



9,000 Traincards:

6,000 Traincards:




30%28%31%25%

27%25%27%23%

50%43%53%39%

32%29%35%26%

% increase cover

% increase cover



9,000 Traincards:

6,000 Traincards:

The audience Traincards add to other OOH mediaBy demographic

13

Traincard network packKBH’s full Traincard network reaches six million in-touch train travellers every two weeks. It covers aroundseven in ten UK passenger journeys and over nine in ten London termini-bound passenger journeys. It provides cost-effective broadcast coverage and access to an audience who are open to distraction, seeking inspiration, and during their journey have the time and the connectivity to act immediately on ad prompts.

KBH product portfolio

Passenger numbers correct as of October 2019

14

Line by line networksLine-by-line networks deliver coverage and frequency of a region-specific brand, product or service. They concentrate a message in the right geographical location for effective targeting and activation, at scale andwithout wastage.

15

AirportExpress networksKBH Traincards cover Gatwick Express and Stansted Express rail services, providing a route to reach business and leisure travellers with specific messages at either end of their trip away.

Overall, rail is the second most popular method of travel to the airport for people living in the KBH region. 48% of people say they have travelled to the airport by rail vs 49% who have travelled there by car.

56% of those travelling to Gatwick and 41% of those travelling to Stansted use the train. Rail is the most popular wayto access Gatwick airport.

Source: Dipsticks

16

KBH Creative SolutionsKBH Creative Solutions can transform a train into a vehicle for imaginative advertising. With both bespoke and off-the-shelf advertising opportunities available, advertiserscan disrupt the expectations of affluent, ad-receptive rail commuters, immersing themin brand messaging.

Getting on board’s no longer a big commitment. Shorter-term campaign durations are available, and all costs are production inclusive unless otherwise stated.

17

KBH Metro packThe Metro pack concentrates on the heart of London,and the most commonly-commuted routes.

It reaches a spend-ready, tech-savvy London commuter audience at the start and end of their working day, providing brands inall advertiser categories with an out-of-home opportunity togain cut-through amongst target audiences in CentralLondon, when they’re open to act on ad messagesand have the time and the connectivity to do so.

17

18

What Traincards deliverTraincard network reach, frequency and impacts (per two weeks)

Panel nos Audience reached (000s) Frequency Impacts (000s) CPT

2,000 2,192 6.3 13,810 £1.88

6,000 6,446 6.3 40,610 £1.63

9,000 6,446 9.5 61,237 £1.47

12,000 6,446 12.6 81,220 £1.33

19

Traincards and branding94% notice Traincard advertising… 34% frequently

Those that recalled Traincards are 92% more likely to agree that they would consider the product, compared to those that did not recall Traincards

39% have talked to someone (either in person or via connected channel) about something seen advertised on board a train - +17%

56% have researched something seen advertised on board a train - +18%(Source: Dipsticks)

Traincards and activation62% have followed up on a Traincard ad in some way

Those who frequently notice on-train advertising are 59% more likely to make a purchase on the train than those who do not

33% have bought something seen advertised onboard a train - +38%(Source: Dipsticks)

Commuters contribute at least £2.6 billion a yearto the retail economy – that’s £1 in every £25 spent online; £28.19 per transaction average; £4.87 every day they commute

Smart boredom‘Smart boredom’ is using smart devices to transformpreviously-unoccupied time into points of productivity.

The on-train environment is perfect for advertisers to benefitfrom the smart boredom phenomenon. Traincards drive brand awareness and activation by providing inspiration for ways tofill those smart boredom moments.

enjoy browsing forproducts on the train

don’t feel time pressuredboredom

convenience

free time

Source: Retail Economics

Motivations to shop online on the train

20

Commuters’ on-traincategory purchasing behaviour“What types of products are you most likely to shop for while commuting on the train?”

36%

33%

27%

23%

19%16%14%

14%

12%

10%6%

clothing / footwear

books / music

electricals

food and grocery

other non-food

health and beauty

DIY / garden

homewares

furniture and flooring

none of these

toys


42% of 18-34s are likely to shop for clothing and footwear while travelling by train, making it significantly the most popular on-train shopping category for this age group.

21

Purchase frequencyOn-train purchase patterns

51% of those who commute by train are classified as ‘active online commuting consumers’ – they shop online at least once a year while travelling by train.

Of these:

Shop online, on the train, at least once a month 51%

Shop online, on the train, at least once a fortnight 35%

Shop online, on the train, at least once a week 25%

Shop online, on the train, more than once a week 15%


22

Activation examples - immediate• 76% have made an impulse fashion purchase by connected device as a result of advertising• 27% of those did this on the train / straight away• 47% of rail passengers watch TV or films while on the train• Of these, 12% do this daily, 42% a couple of times a week and 26% once a week (80% do so once a week or more)• 78% of these have pre-downloaded content before the journey to watch on the train• 55% of these have streamed content throughout their journey

Activation examples - longer-term1 in 10 of those who had seen Traincard advertising and agreed they were likely to consider the product / service as a result had used / bought it, when recontacted two weeks later.

Source: Dipsticks

23

On-train media in summary

On-train mediaOn-train mediaTraincards

Smart boredom solutionsResearch

Purchase

TalkabilityAwareness

Activation

BrandingEffective

Proven

Connectivity

Recall

SalesAffluence Coverage

Scale

Line-by-line

CreativityTargeting

Broadcast

Network

Addition

Audience

25

www.kbhontrainmedia.co.uk

[email protected]

@kbhontrainmedia

020 7207 5333

kbhontrainmedia

the kbh compendium · internet past week read 3+ magazines per month read newspaper daily listen to...

Documents