ASX-listed outdoor media business XTD says it will have its Cross Track Digital advertising system installed in four of Brisbane’s busiest train stations by June this year.
XTD in January signed a seven-year contract with Queensland Rail to have its LED billboards installed across four stations on the metro network, and this week announced a partnership with advertising company APN Outdoor to take on the advertising rights for the new systems.
Sydney-based XTD says its Cross Track Digital video boards offer “world-first cross-track digital media,” which “bring new revenue streams to major rail operators and outdoor media companies”.
The boards provide for video images supported by high-definition sound installations in the immediate proximity. They shut off shortly before a train arrives at the station, and turn back on when it departs.
“XTD installations have been designed as a stand-alone digital media channel that does not use or interfere with any of the existing station controls or monitoring equipment,” the company says. “This enables our system to be easily installed into almost any metro train network in the world, both underground and above ground.”
Over 60 of XTD’s boards are already installed on the Sydney Trains and Melbourne Metro networks.
Research indicates the average train commuter spends 12 minutes each day on a platform, with 67% of commuters saying they notice advertisements on train platforms more than anywhere else.
XTD estimates its existing network currently delivers 8.4 million gross contacts per week. The company thinks Brisbane’s metro network, which has more than 55 million customers annually, is a natural growth location for its business.
“With digital out-of-home messaging and public transport becoming increasingly relevant to the commuting public worldwide, we have a unique platform in the marketing communications industry to connect with people in their daily work routines,” chief executive Steve Wildisen said.
XTD plans to expand next into North America.