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November 23, 2008

As I made my way out to the Quincy Adams T stop on the Red Line this weekend, I found myself reading every advertisement on the train at least twice. I had never considered in-train advertising as a particularly effective form of advertising, but I am beginning to revise that thought after noticing how I wanted a new iPod after staring at ads for them on the train for thirty minutes.


Movie theater advertising has always been regarded as a very effective form of advertising because of one main reason: there is nothing else to look at besides the huge screen in front of you. While a train may not have a giant screen in front of you, it has the other half of the equation, large numbers of people sitting still with nothing to do for extended periods of time. The two ads I saw the most of were for Bud Light (All for the “Drinkability” campaign) and the new iPod Nano. Both covered trains with their ads, all over the inside and outside. This creates a very high number of impressions, especially for people who ride the same train everday to and from school or work. Another way iPod utilized the train for advertising that I loved was the flipbook style pictures that are put on the wall of the tunnel that show a basic iPod Nano tv ad.

Not only is trainvertising effective because of the long periods of exposure, but it is also provides a reliable way of targeting certain audiences. It would take very little research to find out what trains are most commonly ridden by certain types of people by looking at what part of cities each train caters to.

Overall I think trainvertising is a very underrated type of advertising that can be very effective. Not only does it have a high exposure and possibility of recall rate, but it is also quite cheap, and can be utilized by small local businesses as well.


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