“Use cases in the railway”
■ Background & Challenges
In-train digital signage offers high forced visibility and is effective for rapid awareness campaigns. However, the transportation advertising industry faces several challenges, including:
- Inability to identify who saw the advertisement
- Difficulty tracking user interest or intent after viewing
- Lack of measurable data to assess campaign effectiveness
To address these issues, a new solution was implemented using a POI (Point of Interest) location platform, in-train/beacon-triggered mobile push notifications, and railway-owned digital signage.
■ Initiative Overview
- Bluetooth beacons were installed inside train cars and at stations of a major railway company
- In coordination with in-train digital signage, push notifications with coupons from a major retail company were delivered to users’ smartphones
- When a user entered a beacon-enabled area (train or station), they received a contextual, time-sensitive push notification
- The dual exposure—signage + smartphone alert—created a stronger impression and guided users to physical stores for conversion
■ Key Features
- High-impact visual appeal through in-train signage
- Simultaneous smartphone notification via beacon detection, creating a personalized digital touchpoint
- Users received mobile coupons directly after viewing signage, boosting motivation to visit the store
- All interactions were logged, enabling precise effectiveness measurement
■ Results
| Metric | Performance Outcome |
|---|---|
| Coupon Open Rate | 2.4× higher than standard push campaigns |
| Coupon Redemption Rate | Over 35% of recipients visited and redeemed |
| Ad Recall (based on survey) | 1.7× higher recall than signage alone |
| Measurement Capability | Enabled real-time tracking via beacon and POI data |
■ Summary
This initiative successfully combined transport infrastructure, digital advertising, and beacon-based mobile engagement, enabling both effective customer conversion and measurable results. It provided a new advertising model that enhances the value of transit ads and facilitates deeper collaboration with retailers.