Mind the Ad: Do audio ads work on Metro rails?

Posted on 26th Jul 2024

<p>Representative image</p>

After Mumbai local and metro, Hyderabad, and Bangalore, Delhi Metro was next in line to get audio ads. The announcement about the pilot program led to severe backlash from the passengers as they took to social media to voice their concerns about the ads hindering their comfort during travel. In this story, we dive into the nuances of how audio ads work and what the advertisers have to say.

Next station is Rajiv Chowk. Doors will open on the left. Please mind the gap If you have ever traveled in the Delhi metro, chances are you just read it in the original voice

Delhi Metro has long been the choice of transport for millions of commuters across Delhi. Amidst the hum of trains and the shuffle of passengers, with an odd reel playing out loud, a unique opportunity for advertisers is quietly gaining traction audio advertising within the confines of the Metro

In the ever-evolving landscape of audio advertising, traditional platforms like terrestrial radio have encountered formidable challenges in recent years. The seismic shift in consumer behavior, driven by the proliferation of high-speed data, and the emergence of digital radio stations and music streaming apps, has reshaped the dynamics of the industry. With services like Apple Music, YouTube Music, Spotify, and JioSaavn offering high-quality, ad-free content at prices as low as INR 49 per month, consumers are increasingly avoiding ad interruptions, leaving advertisers to struggle to capture and retain audience attention Recognising the opportunity for innovation, Dishant Narang, managing partner, Pindrop-Metro-Tech sought to leverage India’s largest metro network to offer advertisers unparalleled access to captive audiences during their daily commutes. As a unit of the Pindrop Media Group, a multi-disciplinary creative and marketing solutions firm, the agency has a longstanding relationship with DRMC, going back almost 24 years

Pindrop Metro Tech serves as the exclusive provider of in-train and in-station audio content and ad solutions in Delhi Metro. Currently in its pilot phase, Line Six of Delhi Metro, the violet line is the first one to experience audio-ads Across the country, Mumbai’s Western Railway trains were among the first to get audio advertising. While in conversation with an OOH industry expert, they shared that before COVID-19, the project saw significant success with high advertiser interest. Despite facing some technical and logistical challenges in implementing the audio advertising solutions in a crowded Mumbai local, they are optimistic about the future of audio advertising, as Mumbai Central Railway and Metros have also started offering these audio solutions. After Mumbai local and metro, Hyderabad, and Bangalore, Delhi Metro are next in line to get audio ads.

JSW-MG-Motor-India was the first automotive brand to leverage Delhi Metro’s audio ads. To enhance the awareness of its new car- Astor 2024, and the ongoing offers, the brand wanted to capitalise on the huge number of commuters to convey their message.

The ad emphasised how customers could enhance their festive season with a 100-year WOW offering for the MG Astor. This line-up introduced new trims which catered to various preferences and needs. This initiative aimed to tap into the holiday spirit, encouraging potential customers to explore the MG Astor,” said Udit Malhotra, head - marketing, JSW MG Motor India.

Unlike all other audio platforms, the Metro provides a unique opportunity to engage with a 100 per cent captive audience with no distractions and no escape. “No one will explicitly say that they like to watch or hear ads, it is up to the advertisers and the creative think tanks to make content attractive and entertaining, that draws the consumer's attention,” said Narang.

However, the news of the pilot program had led to severe backlash from the passengers as they took to social media to voice their concerns about the ads hindering their comfort during travel. Addressing these concerns, Narang commented “To ensure passenger experience and avoid advertising clutter, we follow the rule of 123. If we have 30 seconds of silent time, we will only use 10 seconds of it on advertisements. And we have a cap at 30 seconds, where even with 150 seconds of silence, we will not go above 30 seconds.

Moreover, to ensure a seamless passenger experience, Pindrop Media meticulously planned ad placements, considering factors like commercial viability and silence duration between stations. For instance, out of 30 stations on the Violet Line, only 11 were selected based on these criteria. This strategic selection ensured that ads were spaced out to avoid clutter and maintain passenger comfort.

But is the audience actually paying attention? Due to the ubiquity of mobile devices, access to affordable mobile data has made it easy for users to access online video content at any place. Many of the commuters can be seen using their travel time to catch up on content. Narang stated that as per data, not more than 10 per cent of the overall ridership is plugged into their devices.

Since its launch in 2023, the initiative has seen a positive response from both advertisers and commuters. Brands across various sectors, including automotive, apparel, education, and healthcare, have come on board, attracted by the unique value proposition of captive audience engagement.

Advertisers are provided with detailed ridership data from DMRC, ensuring transparency and credibility. Narang remarked that along with the quantity, the focus is on the quality of engagement, where the captive nature of the metro environment ensures high ad consumption rates.

“We believe that this advertising initiative will have a significant long-term impact on our brand's presence and customer base. Entertainment options for commuters are limited, so strategic ad placement and clear communication are crucial,” mentioned Malhotra. He further shared that the campaign ran for 28 days, with the ad playing in nearly 700 metro trains between Central Secretariat and Khan Market stations. “With this campaign, we were able to achieve an increase in showroom walk-ins by at least 7 per cent.”