Millions of customers for the first time now have access to free Wi-Fi services in the London underground thanks to Virgin media starting this summer. With a plethora of devices including smartphones, tablets etc. accompanying the masses travelling the tube everyday, this service provides an excellent opportunity for digital marketers. For advertisers, the tube is already a very effective medium to target a somewhat captive audience. They can use different Wi-Fi hotspots underground to place targeted, geo-location customized adverts that can engage the commuters an average three minutes time they spend on the tube platform. With an estimated 62% of the working population of London in possession of a smartphone, the affiliation between outdoor and mobile has been forecasted to be one of the fastest growing sectors in digital marketing. With this in mind, Wi-Fi availability in the London underground will provide various opportunities for brands to enjoy greater interaction with their consumers.
‘We welcome the technology – it allows deeper engagement and enables consumers to act to on ads - log onto social media, go online to browse or actually make a purchase’ summarizes Simon Harrington, Marketing & Business Development Director at CBS Outdoor UK.
While the Brits update their tube travel to the 21st century, it is time digital marketers work on reconnecting with their potential consumers on the subways and to end the communication gap even hundreds of feet underground.
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