Train advertising in Australia is experiencing a significant boom, driven by a surge in commuter numbers and the ongoing digitization of public transport networks. Recent data shows that major outdoor media companies are securing lucrative contracts and expanding their digital footprint, particularly in key metropolitan areas like Sydney and Melbourne. This trend is creating powerful new opportunities for brands to connect with a highly engaged, on-the-move audience.
A key development is the expansion of fully digital advertising networks within train stations and on the trains themselves. For example, since the launch of the Sydney Metro City & Southwest line, over 100 brands have utilized the fully digital Out of Home network, with brands like Hermes and L’Oreal capitalizing on the premium environment. This move towards digital assets allows for more flexible and dynamic campaigns, providing advertisers with the ability to use high-impact formats and even tailor messages to specific locations and times of day.
This growth is also being fueled by the expansion of the rail network itself. Melbourne’s new Metro Tunnel, set to open later this year, will introduce five new underground stations, offering a fresh canvas for advertisers. This, combined with existing train station advertising and external train wraps, provides brands with a full-journey solution to reach commuters from the moment they arrive at the station until they exit. With passenger numbers soaring, train advertising is proving to be a highly effective way for brands to build awareness and influence consumers on their daily journeys.
In addition, companies are also using train advertising for community good. Metro Trains in Melbourne recently announced that it’s providing $100,000 worth of advertising space at its stations to four not-for-profit organizations to promote mental health awareness. This initiative highlights the potential for train advertising to not only serve commercial purposes but also contribute positively to the community.