Powerpoint presentation I created regarding public transportation and underground advertising

1. T he B rave N ew W orld of
Subway Advertising
Dana Evans
Katerina Farah
Kristen Fritz
April 7, 2009
MK 315

2. T raditional Subway
Advertisem ents
 Print ads within the stations
 Banner posters inside trains
 Covering the outside of the
trains
 Green Line

3. 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

4. C om panies
 American Express
 Target
 Coca-Cola
 Discovery Channel
 Cadillac
 Minute Maid
 Cartoon Network
 Calvin Klein
 Royal Caribbean
Arethereanymemorableads
youhaveseenthroughthe
subwaywindows?

5. 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
 TiVo
 Surprising and practically irresistible to ignore
 Does not hinder from the beauty of outdoor landscapes
 Billboards

6. W hat D o You L ike or D islike
About T hese Ads?
Civic
Tropicana
Chevy Malibu

7. 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

8. ? 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?

9. T H AN K YO U
:-)

10. T H AN K YO U
:-)