Now boarding; the train with data-driven advertising

Eurostar mockupThe days when a train journey was a little sanctuary from the outside world came to an end years ago with the advent of portable devices but it seems there will be no escaping ads now either, with the launch of a new Wi-Fi ad platform which boasts a data-driven approach to targeting travellers.
KBH On-Train Media is launching KBH Digital, which enables the company to track key information about passengers, including demographics, travel patterns, behaviour and lifestyle to build an accurate picture of how the audience consumes media while travelling, helping brands to better target consumers.
The company’s co-founder and managing director Harjit Badesha said: “This first party data will build a clear understanding of how commuters and leisure travellers behave online while travelling, and before and after the journey too.” Microsoft, Sky and Co-Operative Food have already used the service in its trial phase.
Now it has signed a major deal with Eurostar, which offers brands advertising, sponsorship and content opportunities on the Eurostar onboard entertainment portal; on-train screens; and off-train pre- and post-travel email communication and boarding passes. In 2015, Eurostar carried 10.3 million passengers.
Eurostar head of marketing Lionel Benbassat commented: “Staying connected for work and leisure is very important to Eurostar customers. Our Wi-Fi service and media entertainment portal are designed to enhance the overall travel experience. Working with KBH Digital enables us to monetise this service and also to provide our customers with relevant, useful advertising messages.”

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