Since cities began to use subway systems to promote transportation and mobility for their inhabitants, these spaces have become a prominent place for advertising. They were areas full of travelers, which had a lot of traffic and through which many citizens of many groups circulated. In addition, they were a captive audience, who had to be waiting for the arrival of the next train and who had to see the content that the brands were positioning in their environment.Thus, the subway stations and especially their platforms were filled with advertising messages. The first advertisements were tile mosaics (which today are seen as museum jewels), which eventually became the advertising formats we know today. The advertisements are gigantic paper posters, well visible on the platform, to which are added the televisions inside and outside the wagons that serve content and advertisements or the advertisements that appear pasted on the trains themselves. It is what you see while traveling from one station to another.
But are there more spaces to conquer in the subway? Some metro networks have tried Cyprus WhatsApp Number List sponsorship systems that allow changing the names of stations or lines during a season, payment by (see the case of Vodafone Sol, the name that the Sol station in Madrid had for a time) , but also with other new advertising formats. This is what happens with tunnels. Instead of being dark spaces irrelevant to travelers, they are being used as advertising spaces.In addition, the fact that the trains run in front of the advertisements makes the format different and converts, optical illusion through, to dynamic advertising.Dynamic advertising in tunnelsThe format is not exactly new. Back in the year 2000 I already knew was being tested on New York commuter trains. In recent years, however, the format has been implemented in more metro systems around the world and in a more stable way.
In China, Japan or South Korea they are already used in tunnels, being an extension of the already very present audiovisual advertising inside trains.As explained a few years ago in an analysis in Wired , this advertising format could suppose companies responsible for public transport in cities to include an injection of added capital. This makes a dead space profitable and also takes advantage of a moment in which consumers, beyond looking at their mobile or reading something, do not have much else to do. The format is also surprising enough to capture your attention.The Madrid metro also offers them to advertisers. First, they were only available on a section of line 8, the one that connects the city center with the airport, where they arrived in October 2016.
Now, the transport company wants to expand the format to lines 7 and 10 and ends to put out to public tender the management of dynamic advertising in these spaces.The estimate in 2016 was that this advertising format could bring an average advertising revenue of more than 200,000 euros per year. With more spaces it is to be expected that the income will be higher. The ads do not include sound and are seen through the subway windows, but they still manage to capture the attention of consumers.Transports Metropolitan de Barcelona (TMB), the company responsible for the Barcelona metro, also took a summer competition in this advertising format.