Torchmedia Lands Adelaide’s Light Rail Digital Portfolio

TorchMedia, a Transit media specialist, has announced a sales partnership with their sister company Claude Outdoor. The partnership sees TorchMedia taking on the Eastern Seaboard sales rights for deployed digital assets across the Adelaide Light Rail network.

The network is composed of purpose-built digital portraits situated in prime locations across the Adelaide CBD. The new portfolio allows advertisers to target vehicular, pedestrian and public transport users at crucial destinations. It includes the Entertainment Centre, Adelaide Railway Station, Rundle Mall and the Botanic Gardens.

 Managing Director of TorchMedia, Kirsty Dollisson, said, “We are excited to be expanding into a new market and to be adding a state-of-the-art digital asset to our existing Transit portfolio. The displays are 85” LEDs, delivering high-impact exposure. Positioned in the university, entertainment and cultural heartland of Adelaide, this an excellent opportunity for national brands to influence Adelaideans on their commute.”

Apple and Roy Morgan (from mobility data) confirmed that following the lifting of COVID restrictions, there was a surge in people getting out and about around Adelaide. Apple’s anonymised data of users searching for transport routes in capital cities globally has shown an increase of about  60% compared to pre-pandemic levels recorded in January 2020.

Dollison continued by saying, “This data suggests that people are ready and waiting to participate in their communities again as soon as they’re able to do so safely. The increase in people searching for Transit demonstrates the desire that people have to rediscover their cities after re-emerging from lockdown.”