What Tube users think of the different advertising mediums
Hall & Partners was commissioned by London Underground to look at how commuters interact with different site types, and what innovations they would like to see in the future
Connecting with the commuter
Cross-Track
Involvement with commuter is automatic, because of the nature of the site type. This can be enhanced further with escapism or humour. Same site advertising by one brand (esp. Jack Daniels) is engaging: consumers are keen to see the next ‘instalment’.
Escalators
LEPs are top of mind for commuters when thinking of Tube advertising. Commuters welcome advertising on escalator arches and on sequential LEPs. Also good for ads that relate to a specific Tube station, linking the Tube to that part of town.
Achieving stand out
Cross-Track
Big size, plus long dwell time (commuters spend an average of 3 minutes on a platform). Good for raising the profile of a brand, and bringing it front of mind.
Shifting the product
Tube Car Panels
A call for action, it is good for persuading commuters. Also good for brand awareness and allowing detailed messages to be communicated.
Corridor posters
Act as a prompt to consumers, reminding them of something they already knew. It is also seen as brightening up the Underground’s environment, especially as the key categories here are book, film and drinks. The simpler the posters the better they work, as time for engagement is limited. It is great for both brand awareness, as well as prompting consumption.
Download the one-page version of the How Tube Site Types Work presentation in PowerPoint format. This is a brief overview of the research complete with important stats.
Download the full version of the How Tube Site Types Work presentation in PowerPoint format. This includes all important stats, images and charts
Study conducted by Hall & Partners Europe Ltd, for London Underground Ltd, August 2003
8 x 2 hour focus groups and 6 x 1.5 hour accompanied “walkabouts”