Sydney Trains advertising revenue is set to double to $100m with its network now sliced up between Adshel, APN Outdoor, S&J Media and TorchMedia.
The new contracts will unlock the potential which has “long been undervalued”, according to the New South Wales government, with 150 new digital ad screens to be added at stations.
There will also be a rise in on train advertising.
Gladys Berejiklian, minister for transport, said: “Around the world advertising on public transport is done very well, using innovative technologies and new ideas.”
“It is time Sydney came in line with other global cities, and from now on customers will see many more new digital advertising screens, and more advertising on trains.
“Most importantly, the money raised from these new advertising contracts will be spent on improvements to services for customers.”
The digital screens will be rolled out at Sydney’s busiest stations including Martin Place, Circular Quay, Wynyard, Parramatta, Chatswood and North Sydney.
On-train advertising will run on 80 Tangara trains with 40 to carry in-carriage ads and the other half exterior advertising. Liz Ward, Sydney Trains’ director of customer service, said the changes will be a win for travellers.
“This new look will also make it easier for customers to find their way around our stations as by using more scrolling and digital advertising we’re able to reduce the amount of other advertising around the station, making directional signs easier to spot.”
Adshel and APN have secured five year contracts with S&J Media and TorchMedia appointed smaller three-year deals.
Adshel, which has worked with Sydney Trains for 15 years, will now sell ad space across the new Sydney CBD digital-screen network. Adshel now also looks after 51 suburban stations and key terminals such as Bondi Junction, Parramatta, Strathfield, North Sydney, Chatswood, Burwood and Kings Cross.
The out-of-home company said mobile engagement will be on offer for advertisers across all premium sites, allowing testing of messages and content variation.
Rob Atkinson, Adshel’s chief executive, said: “There will be opportunities for clients to completely dominate an area in a captive environment with digital integration, which has never been possible before.”
APN Outdoor has retained its Sydney Trains media portfolio, with the company to look after the Rail Cross-Track, which is a collection of roadside billboards, and the sampling and experiential zones within concourse areas.
A number of the static roadside billboards within the Rail Cross-Track will be updated to high-definition, LED digital billboards.
APN Outdoor’s chief executive Richard Herring said: “The new era of assets on offer in the Rail environment will provide our clients with some of the best opportunities to interact with Rail audiences and give first-hand experience of goods and services relevant to this active Outdoor commuter audience.”
The interior and exterior train advertising has been shared between S&J Media and TorchMedia, with S&J to take the interior and Torch the exterior.
The win takes S&J’s interior train coverage to more than 50 million monthly commuter journeys with the company already handling the interior of Melbourne’s Metro Trains, Queensland Rail and Sydney Ferries.
S&J said interior train advertisers will have the opportunity to interact further with commuters via their connected devices.
Deane Goodwill, general manager of S&J Media Group, said: “Winning the Sydney Trains interior precinct continues our focus on targeting the captive, connected commuter in an environment where they are actively looking for stimulus.”
“S&J Media Group will continue to embrace new formats and new technologies to increase the interactivity of campaigns.”