In transit? Can't miss these ads

Following a three-month trial of ads for superannuation fund VicSuper, at least one advertiser has signed up for a contract to begin next month.

The advertising company that will be selling the space, TorchMedia, would not reveal the name of the first advertiser but said it had had strong interest from advertisers since the trial began, including several government departments.

TorchMedia's marketing director, Kirsty Dollisson, said the train advertising had huge appeal for advertisers and was successful in many other countries. "It's such a visual medium. The trains will be virtually moving billboards, moving around from station to station and seen by not just commuters, but also cars and pedestrians.

A Metro spokesman last night confirmed that the money from the ads went to Metro but could not provide further details.

The trial, which involved VicSuper ads on three trains, was approved by Transport Minister Terry Mulder.

Ms Dollisson said ads would typically appear on six carriages of one train and advertisers would buy space on up to four trains.

Under its contract, Metro can sell advertising space on any state-owned asset it manages, as long as advertisements comply with all laws and are not offensive.