KBH Digital transport Wi-Fi solutions provide access to international traveller and rail commuter audiences
London, March 16 2017
KBH Digital has partnered with c2c to deliver advertising solutions across the train operating company’s free on-board Wi-Fi and entertainment platform.
KBH Digital will enable brands to connect with c2c passengers from March 2017 via advertising solutions and sponsorship deals delivered across free Wi-Fi services. Launch advertisers include travel specialist Villa Plus.
The on-board entertainment (OBE) system, provided by GoMedia, will be available to all c2c rail users on all routes. KBH Digital will handle all advertising for the service, which includes a range of TV content and regularly updated news and sport bulletins from media partners including Sky, NOW TV and Bloomberg. Once logged on via the Wi-Fi connection, the user selects the content they want to view, which is then streamed direct to their device.
The advertising will be tailored to the passengers to enhance further their positive experience of the OBE. KBH Digital’s advertising platform, Union Street, enables advertisers to target specific audiences while they are on the move, taking information including location, behaviour, demographics, lifestyle and context to build a detailed picture of audiences for brands. Advertising, which includes display, video and sponsorship, is directly relevant to the audience, as it is served according to who people are, where they’ve been, and where they’re going.
Harjit Badesha, Co-Founder and Managing Director of KBH Digital, said: “To date we have enjoyed a successful partnership with c2c, providing advertising solutions for on-platform Wi-Fi services since 2015. We are looking forward to developing the relationship further to offer brands and advertisers new ways to reach c2c’s rapidly growing audience through advertising and sponsorship across the newly-launched free on-board Wi-Fi and entertainment platforms.”
c2c Commercial Director Clare McCaffrey said: “The free c2c Wi-Fi and on-board entertainment platform offers excellent premium content that we know will prove very popular with the tens of thousands of passengers who use c2c every day. This is a unique opportunity for brands to advertise to commuters in general, and City workers in particular.”
Simon Lifford, Head of Sales & Marketing, Villa Plus commented: "We like to get consumers excited about a Villa Plus holiday by showing them exactly what they get. Wi-Fi advertising is a great way to do this. We can run video footage of our holidays, on consumers' own smart devices to make a personal connection, which then means they can act on temptation and click through immediately to our website to find out more. The audience using the c2c Wi-Fi is a great fit with our target consumers, and we are very pleased to be able to take advantage of this new channel to reach them."
KBH Digital already provides advertising solutions for c2c’s on-platform Wi-Fi and also works with train and coach operating companies including Eurostar, National Express, South West Trains and Stansted Express. Brands taking advantage of the innovative advertising solutions include Microsoft, Sky and Villa Plus. c2c offers high levels of brand exposure to its customers, with 43 million passenger journeys taken on the network 2015-16 (source: ORR).