Tube carriage ads work to capture attention, prompting people to take action
Tube car panels are a high dwell time format which is actively read and seen as a welcome distraction from the Tube car environment.
Exterion Media wanted to prove the value that advertisers can get from tapping into this highly effective format.
In December 2015, Exterion Media ran an ad-effectiveness research study, looking at 3 brands running high impact campaigns inside London Underground (LU) tube carriages.
In order to capture the effectiveness of these campaigns, we measured key campaign metrics, in association with Dipsticks Research.
The sample consisted of 740 respondents aged 18-44, 50% male & 50% female, all ABC1. The test group was composed of people living & working in London at least 3 times a week.
The tube carriage ads proved effective in captivating the audience, driving people to take action towards the brands. In addition, tube carriage panels were seen as a good place to advertise, showing audience synergy.
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