Trainline, the FTSE250-listed rail ticket retailer and operator, has taken its first step into retail media.
The new strategy will enable brands to connect with consumers at key moments during their rail journeys, leveraging its extensive first-party data.
It enters a booming market, with global spend on retail media is poised to grow 10% this year, after reaching $128.2bn in 2023, according to WARC. Retail media’s value (excluding Amazon) totalled £283m in 2023, growing 12% from the year before, according to IAB UK/PwC.
Trainline dominates the rail travel market, handling over 90% of UK rail transactions and two-thirds of European transactions via its platform. For the first time, Trainline is opening its proprietary data trove to enable advertisers to deliver highly contextualised messages in a brand-safe environment.
Native advertising in a trusted space
The new offering includes native advertising inventory across the Trainline app and website.
“Our platform attracts regular, repeated usage from a predominantly young customer base in the UK and across large European markets,” said Sonal Kalra, Trainline’s Revenue Director. “With over 12 million monthly app users in the UK alone, we offer advertisers the opportunity to engage consumers when they are attentive and in the moment. Our goal is to deliver high-quality, data-driven advertising that benefits both customers and advertisers.”
Building its adtech stack
To support its new strategy, Trainline has significantly upgraded its adtech stack It has partnered with companies including Pubmatic, Teads, DoubleVerify, and Brand Metrics. T
To spearhead this initiative, Trainline has made several strategic hires, all reporting to Sonal Kalra:
- Sam Eads, who brings over a decade of advertising experience, will lead UK relationships. Eads previously worked with Sojern, a travel marketing platform, and is tasked with leveraging Trainline’s status as a household name in the UK.
- Lindsay Wiles joins as Consultant and Head of UK Sales, drawing on extensive experience in agency, publisher, and AdTech roles.
- Elena Siracusa, formerly of Spotify, serves as Head of Ad Sales and Account Management for Europe. Her focus is on key markets like Italy, France, and Spain, where Trainline leads as an independent ticket retailer.
The value of its audience
Trainline’s app, rated 4.9 stars, consistently outranks major players like Netflix and Spotify on app stores. The company said its predominantly young audience provides advertisers with access to a unique and highly-engaged customer base. Regular app usage creates repeated opportunities for brands to connect with travellers at critical moments, whether planning a journey, waiting at the station, or onboard.
With Trainline’s first-party data, advertisers can deliver campaigns tailored to precise moments of consumer intent, ensuring relevance and resonance.
