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A new Australian promotional channel is being launched on China’s answer to youtube

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turnbull-in-china

Malcolm Turnbull and Jack Ma. Image: Supplied

A promotional channel for Australian companies is being setup on youku.com, China’s youtube-like service.

A deal between Austrade and e-commerce giant Alibaba will create a dedicated promotional channel for Australian companies on youku.com, a video sharing website with 500 million active users.

Prime Minister Malcolm Turnbull today joined Alibaba executive chairman Jack Ma to witness signing the agreement.

Michael Clifton, Austrade’s Senior Trade Commissioner in China, says the deal will help introduce new brands to Alibaba’s 434 million online shoppers.

“It will allow more Chinese consumers to enjoy easy access to a wider variety of Australia’s premium products and fresh produce,” says Clifton.

“Online delivery of imported fresh food in China is becoming increasingly viable as a result of improvements in last-mile cold chain logistics.”

Australia ranks fourth in sales volume on Tmall Global, Alibaba’s international online platform that allows direct sales to Chinese consumers, behind the US, Japan and Korea.

The majority of Australian products sold online in China are vitamins and supplements, dairy items, breakfast cereals and beauty products.

Maggie Zhou, the managing director of the Alibaba Group in Australia and New Zealand, says the agreement will help more businesses access new markets through Alibaba’s platforms.

Here’s an example of an Australian promotion on youku.com:
澳大利亚葡萄酒(三):红葡萄酒

Two thirds of people take in train ads

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Almost two thirds of people notice adverts on the inside of trains, according to an AdNews poll.

Off the back of yesterday’s news that the contract for interior advertising had been picked up by S&J Media Group, we asked whether ads on the inside of trains were getting people’s attention.

The question was prompted by the number of people that seem to have their noses glued to their mobile phones when travelling, especially commuters.

The results of the poll suggests that most people take a screen break. As of Thursday morning, 64% had stated that they notice in-carriage ads.

According to a ‘Neuroscience Commuter Study’ by research firm Hoop Group, 69% of commuters claim that they pay more attention to advertising in the rail environment than anywhere else.

Research from the same firm suggests that four out of five drivers notice billboards on main roads and motorways.

Sydney train ad revenue swells to $100m

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Publication: B&T

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.”

Advertising expanded on NSW trains, but is anyone still looking?

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Trains will now carry advertising in the interior of its carriages under the plan announced by NSW Minister for Transport Gladys Berekijlian. NSW trains have previously featured interior advertising for other government transport services. A small trial was carried out last year.

The contract for interior advertising has been won by Melbourne-based outfit S&J Media Group which also handles the same for Metro Trains Melbourne, Queensland Rail and Sydney Ferries.

In-station advertising will also be expanded with the addition of up to 150 new digital screens at high-traffic stations including Martin Place, Circular Quay, Town Hall, Central, Bondi Junction and North Sydney.

Advertising on the outside of trains will also be rolled out, initially across 40 Tangara trains.

APN Outdoor, Adshel and Torchmedia also picked up contracts.

Berejiklian said revenues from advertising on and around NSW trains will double over the next five years as a result of the expansion. She added the increased revenues will be spent on improvements to services.

“Around the world advertising on public transport is done very well, using innovative technologies and new ideas,” she said. “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.”

Interior advertising already runs on government buses and ferries in Sydney. However, with widespread 3G mobile coverage in Sydney (and most of the train network is above ground in contrast to other major cities such as London and New York), there is a question of how often people will look up from their phones to gaze at the ads.