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New York City mulls in-tunnel advertising Looks like New York will soon be treated to—if that’s the right way describe it—those ads that flash by, like digital short films, in subway tunnels. The New York Daily News reports this morning that a test of the ad medium could start on the MTA as soon as this summer. No word on who will provide the technology, though a company called Submedia has already done so for the PATH, the subway system that connects New Jersey with New York. Advertisers who have tried it out include American Express and Snapple. I’ve only seen this advertising in use, once, on Boston’s “T” about six months ago. The ad was for Honda (brand recall alert!), and it seemed really cool. Whether it would seem cool after the 50th showing is anybody’s guess. —Posted by Catharine P. Taylor

May 15, 2006 | Permalink

Comments

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I saw it too, but I can't remember if I saw it on the T when I was there in January or if I saw it on the Washington Metro when I was there in March. I actually think it was Washington, which would make at least two cities with that type of advertising. I thought it was cool...

Posted by: Chris | May 15, 2006 3:33:44 PM

Saw it last Sun (5/7/06) on the Blue line in Chicago, between the Clark/Lake and Washington stations (the only location on the CTA with these ads, I believe). The train was packed with folks on their way to the Sox game (vs commuters who've seen it all before). Comments ranged from "way cool" to "how'd they do that" to "they'll put ads anywhere". I think it was for Crest toothpaste/Target. Two aspiring engineers (age 11-ish) vowed they'd ride the train "like, a million times" until they figure out how it is done. Cost for the ad is $100K, also done by Submedia. Today's Job of The Day - hanging the hundreds of posters in the nice, dark, aromatic tunnel (what was that thing that just ran over my feet?).

Posted by: robin | May 15, 2006 4:36:04 PM

mass transit keeps finding new media vehicles while also increasing fare rates. something doesn't add up for commuters.

maybe the pretty ads will take your mind off the trains' filthy conditions and the smell of urine.

Posted by: HighJive | May 15, 2006 4:44:20 PM

So it's like a giant flip-book in a tunnel? That's genious.

Posted by: Kate | May 15, 2006 7:05:17 PM

There was one in Hong Kong back in January advertising the Discovery channel.

I thought it was possibly the best disruptive location ive ever seen. But after the 100th viewing...not so sure.

Posted by: Rob Mortimer | May 15, 2006 8:15:17 PM

That kind of Ad is not rare in Japan.

Posted by: neko | May 16, 2006 9:14:24 AM

You should read Adweek more. There was a very interesting column last Spring (2005) about the inventor of Sub-media and the investors, John Bernbach and Martin Puris among others.
Think maybe Tom Messner wrote the piece that also included some riffs on poker.

Posted by: Tom Messner | May 16, 2006 9:16:30 PM

I wonder (have not yet found on the web) how it exactly works. Do the pictures strobe flash on and off at a certain rate?- I think it would be too blurred otherwise. Also I have noticed that the train sometimes pauses before approaching the ad section and then cranks up to speed. Is there a requirement to the engineer to drive this stretch at a certain speed? Frankly, I think it would outrageous if the driving (and thus possibly the safety and timeliness) of the train is being dictated by some advertising. I fear the corporate world continues to encroach on what it is to be human!

Posted by: Alan | Feb 3, 2008 12:04:02 PM

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