03 November 2008
The uptrend in commuter traffic is growing rapidly driven by the fuel price hike. A recent study by online research specialist Pulse Group cites 42% Malaysians have now changed their mode of transport to work. From this base, 25% have moved from using their cars to using public transport...

There’s more to TransNet than meets the eye!

Malaysia’s transit media specialist builds loyalty with commuters through innovative advertising packages and targeted content.

Media fragmentation is nothing new to the Malaysian media scene. In this competitive sea of choices the new mantra is ‘eyeballs’. Or better known as the Opportunity to See (OTS). Eyeballs are media impressions or number of exposures, eg. 1.24 million eyeballs is 1.24 million people.
The uptrend in commuter traffic is growing rapidly driven by the fuel price hike. A recent study by online research specialist Pulse Group cites 42% Malaysians have now changed their mode of transport to work. From this base, 25% have moved from using their cars to using public transport...

There’s more to TransNet than meets the eye!

Malaysia’s transit media specialist builds loyalty with commuters through innovative advertising packages and targeted content.

Media fragmentation is nothing new to the Malaysian media scene. In this competitive sea of choices the new mantra is ‘eyeballs’. Or better known as the Opportunity to See (OTS). Eyeballs are media impressions or number of exposures, eg. 1.24 million eyeballs is 1.24 million people.

 

In an age where mass media is rapidly diminishing, these LCD screens on board all RapidKL buses have been engaging over 1.24 million commuters* - reinventing the term mass media in a new dimension. RapidKL ticket sales data already record a daily ridership of 400,000 making TransNet a medium media planners find hard to ignore. It doesn’t get more mass media than this.

Seeking out a captive audience these days is like tracking a moving target. But Asia Media Sdn Bhd, the people behind TransNet, led by CEO Ricky Wong whose boyish looks belie his passion for the business seemed to have nailed it right in the bud. Since the beginning of this year. Transit TV media specialists TransNet channel has been growing its affinity and influence with millions of commuters daily across the Klang Valley. And their numbers and media costs add up to an impressive and competitive CPM or cost per thousand impressions.

The TransNet family consists of TransNet KL which has 1050 buses in the Klang Valley, TransNet JB with 250 city buses and TransNet EX which has 200 express inter-city buses plying the peninsular of Malaysia.

* TNS Malaysia Report

A FAST-GROWING MEDIUM

Last year Out-of-Home Adex which factors Billboards, Retail, Airport and Transit made up about RM175 million across the Klang Valley. Adex for Transit alone was about RM33 million, of which RapidKL commanded 38% or RM12.6 million per year.

MALAYSIA’S LARGEST transit TV NETWORK!

TransNet also provides total end-to-end solutions with an in-house creative and production team to help steers clients’ campaigns.

Many marketers ask who is the typical bus commuter in the Klang Valley these days? 70% of RapidKL’s commuters are aged between 16 and 34, young executives on the way up the corporate ladder with growing purchasing power, students, housewives, foreign workers… This demographic group is highly sought after for its purchasing power and propensity to spend. Unfortunately, due to media fragmentation, this audience is often difficult to reach through mainstream media. But with TransNet, this prized demographic group makes up 70% of the commuter traffic in a captive environment.

Captive Audience

An average bus ride is 30 minutes per journey. With the average commuter spending an hour travelling to and from their destinations, TransNet engages commuters for the duration of their travel with high quality programmes in an environment with little or no distraction. It delivers compelling high quality contents such as the latest news, entertainment, sports, technology, documentary, and community messages in high quality digital audio-visual format.

Ideal for Impulse Purchase Consumers

Being strategically positioned on all RapidKL buses which circumnavigate the city centre, its proximity to the market ensures greater “call to action” as commuters can immediately act on what they seen and heard. Regardless of the product and service, this proximity to the market will entice viewers into action. For example, commuters out seeking entertainment may decide on a movie after catching the trailer on TransNet.

CEO Ricky Wong adds, “TransNet brings the brand to the target audience. It can be used in so many ways to engage the commuters – contests, promotions, dealer’s activities, on-ground events, brand building. It complements the other mainstream media effectively and a plan is simply not complete without it.

GREAT CPM DELIVERABLES

With only 5% of the normal budget for a mainstream media campaign, TransNet is able to reach 12 million eyeballs or 1.24 million people in the most ‘important’ demographic group. Which translates to great Cost Per Thousand (CPM): the industry standard for selling banner adverts. TransNet has an exposure rate of 10 times per rider. Every month, 12 million journeys are made by RapidKL’s 1.24 million unique riders. On average, each person will be exposed to a message 10 times. In other words, approximately 18% of Klang Valley’s population will see and hear a message on 10 separate occasions!
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