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You Can’t Stick an Ad Anywhere and Expect it to Work
It’s always interesting to see where publishers and advertisers stick advertisements in the hopes of gaining traction and engagement. Whether it’s a popup, popunder, interstitial, floating ad, the goal is always the same: get someone to interact with the ad the way you want.
The MTA (the division that runs the transit system in NYC) has always experimented with a variety of different types of advertising. One of my favorite campaigns was run by Delta airlines when they wanted to promote their European routes. They wrapped many of the structural elements near the Grand Central shuttle which made the walk a bit more enjoyable. Sometimes I’d close my eyes as I walked and imagine myself in that country (I know, lame).
Today I bring to you (via RailFanWindow) the complete opposite of the Delta campaign. This one is for Coke (see image below). Basically what Coke has done is wrap the windows on a subway train (type R-44 if you care) so you can’t see inside the train. Apparently there is some ability to see out from inside but the view is still obstructed. Popular railfan Brian Weinberg authored a letter to the MTA demanding the removal of the ads. I am sure you can imagine the horror of not being able to see inside the train. Not confirmed as of yet but some have said that the police have approved this ad!
I find it really interesting that the MTA and the train manufacturers didn’t consider new types of advertising when they designed the new technology trains that are now entering the NYC subway system. Imagine digital ads that change as the subway moves into different areas of the city for geo-located ads. Or what about ads that change with the time of the day. So many awesome possibilities were ignored so instead we get ads over windows.
I guess to some extent Web advertising already has reached the point where we can’t see inside without some work. Maybe it’s time for the MTA and all of us to finally rip the ads off the window and design better ads that drive interaction and engagement.
I love Railfanwindow. SO MUCH.
And yes, I agree that his rant is valid and the monetization approach of the MTA sucks.
this guy railfanwindow is the photo master of nyc - it’s like he has a special red phone from the mta
Your post is spot on Allen!
People don’t even have to think that hard for advertising opportunities on the MTA. The newer cars on the N/Q/R/W lines have electronic screens currently used for safety messages. Some of that time could be sold to advertisers. I know the Singapore subway system does this.
Another tip from Singapore (also seen on the Red Line T in Boston between Central Sq and Harvard Sq) is to put in individual frames that appear animated to the passengers when the train passes them at high speed.
But the cynical me just thinks that everyone is gonna shy away from advertising now because of the economy instead of thinking of creative ways to challenge the status quo.
–Vishy.
I agree with you wholeheartedly Allen, especially in regards to geo-contextual ads. In Winnipeg, Canada we have similar ads on buses made out of some kind of mesh. You can’t see in, OR OUT, of the bus at all. Especially in the winter when the windows frost over anyway.
But in response to Vishy, I think many Asian countries are way ahead when it comes to brands engaging users. North Americans see bottom line and nothing else. We’d have to experiment with a few ‘cutting-edge’ ads here and there, see what the ROI is and then spend at least at year deciding on whether to make any sort of capital investment.
Give it 5 years, maybe we’ll catch up.
He tries. Though he’d be out a lot more if I let him. I like to see the guy once in awhile though, so I really do restrict him. Am I a bad wife for doing that? :)