Everyone knows the posters displayed on the walls on the train and up high. The stations themselves are covered in ads Green line puts ads on outside too (Nestle drink, iPod, etc.)
These companies have used the flip book ad method
Out-of-home advertising It’s underground so you don’t have to worry about looking at ugly billboard while you drive
T he B rave N ew W orld of
April 7, 2009
T raditional Subway
Print ads within the stations
Banner posters inside trains
Covering the outside of the
N ew Ads
Innovative technology that uses images in lit panels
Use 500 to 1,000 feet of grimy underground subway tunnels
to create advertising space
Riders are caught off-guard and end up seeing a full-motion
ad for 15 to 30 seconds
Used in North America, South America, Asia, Europe
Locally used on the Red Line of the T
C om panies
W hy D oes it W ork?
Cuts through the clutter
New form of out-of-home
Today so many people are ignoring traditional ads
Surprising and practically irresistible to ignore
Does not hinder from the beauty of outdoor landscapes
W hat D o You L ike or D islike
About T hese Ads?
R iders’ R esponses
Riders asked questions and complimented the MBTA for the
cool new ads. They wanted to see more.
Very positive = big ad revenues
More than 80% of consumers remember the advertised product
Only 20% can recall tv ads
? Q uestions ?
Based on the principles of attention presented, explain why
riders receive these new ads so positively.
Using the same principles what should the ads’ creators
consider to avoid the potential burnout of this medium?