Lumen Research Finds; Trainline Advertising Delivers Double the Attention of Standard Mobile Display

Trainline partnered with Lumen Research to compare ad performance in the Trainline app against wider media benchmarks. Ads in the app generate twice as many attentive seconds per 1,000 impressions as the mobile display norm. Users view 88% of Trainline ads and are 1.5 times more likely to view them than standard mobile display ads. Attention remains strong beyond the optimal one-second threshold, supporting memorability. Journey Ads in the On Trip Travel Companion environment deliver nearly four times more attention than the mobile display norm and stronger brand outcomes, outperforming premium social and full-page press benchmarks on attention. Higher ad frequency did not create fatigue, with a full brand takeover delivering six times more attention and improving brand favourability and brand choice.

"Trainline has partnered with Lumen Research, the global attention technology company, to measure how advertising across the Trainline app performs against wider media benchmarks. The results show that Trainline offers brands a high-attention, high-impact environment that significantly outperforms standard mobile display. Lumen's analysis finds that ads on the Trainline app generate twice more attentive seconds per 1,000 impressions than the mobile display norm."

"This performance is driven by both strong visibility and engagement: users viewed 88% of Trainline ads and were 1.5 times more likely to view ads on the Trainline app compared with standard mobile display ads. The study also shows that Trainline advertising performs strongly at the moments that matter most for brand effectiveness. Compared with standard mobile display, Trainline holds attention well past the optimal one second threshold, increasing the likelihood of driving memorability."

"A standout result comes from Trainline's Journey Ads within the On Trip Travel Companion environment. These are larger, in-content Native Cards embedded naturally within the app experience customers use while they are travelling to follow their journey and access relevant trip information. Lumen finds that ads in this environment deliver nearly four times more attention than the mobile display norm, alongside stronger brand outcomes, making it the best performing environment in the study."

"The data also challenges the assumption that higher ad frequency necessarily creates fatigue. In a test using creative across multiple exposures, a full brand takeover delivered six times more attention than a single ad exposure, alongside a 10% uplift in brand favourability and a 19% uplift in brand choice. Audience responses remained positive across higher frequency levels, with no evidence that repeated exposure harmed how ads were received in the Trainline e"

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