Subways and rapid transit systems offer a variety of advertising opportunities. They include printed and backlit posters on platforms and walkways, entrance displays, station clocks, and special in-car signage.
Primary Uses
Used to reach commuters in major markets. High frequency due to daily passenger use. Some displays, such as urban panels, have exposure to street traffic as well. Subways and rapid transit rail displays can be employed for their targetability and used in conjunction with other OOH formats.
Availability
Available in major markets.
Research/Market Information
Circulation estimates are determined by monthly passenger counts provided by transit authorities. Audience profiles and other marketing information made available from sellers.
Method of Purchase
Offered in a variety of program sizes reflecting levels and periods of exposure.
In-Station Media
The basic one sheet, two sheet, and three sheet are located on subway and train platforms as well as in the track areas of rail terminals. Urban panels are posters located at subway entrances. All are printed and dry-mounted in frames. Dioramas and mini-spectaculars are giant transparencies, backlit to enhance visibility.
Clock displays are backlit and located above platforms or in corridors of terminals.
All locations offer high-traffic exposure to transit passengers.
Selected Formats
Directional and Commuter Clocks
Station Posters
Backlit Super Squares
King Size Posters
Backlit Posters
King Size Dioramas
Standard Dioramas
Turnstile Ads
Primary Uses
Used to reach commuter audiences. Potentially longer viewing time allows for more copy than on standard outdoor posters. High frequency is due to daily commuting patterns.
Availability
Most major markets with rapid transit, subway, or commuter rail systems.
Research/Market Information
Monthly passenger counts supplied by transit authorities are used to estimate circulation. Demographic information available from sellers of the media.
Method of Purchase
Purchased in GRP programs reflecting percent of exposure to total ridership in four week units.
Station Domination
Advertisers can often buy all or a combination of the locations in a station often referred to as a ‘station domination’. Created specifically for each advertiser, these programs combine such traditional out of home media as posters, junior posters, dioramas, and clock displays with specially designed, often larger-scale items such as banners, wall murals, floor graphics, and actual product displays, which can be interactive.
Interior Car Cards
Interior subway car cards are positioned in frames above passenger seats. Some markets offer backlit panels. Rail cards are on bulkhead walls of most commuter coaches, and near doors.
Published: September 12, 2022