I’m not huge fan of taking the subway. It’s an incubator for germs, there’s a lack of personal space, and it always seems to be breaking down when I’m running late.
Being a lifelong marketing geek, I really enjoy checking out the interior card ads and judging which ones nail it…and which ones miss the mark. It helps pass the time and makes for excellent blog fodder.
I judge the effectiveness of an ad on a few simple criteria. Did it capture my attention? Is the messaging clear and simple? Is the design bold and compelling? Do I know where to focus my eyes? And is the copy readable?
I like to think of a transit car ad as a walking billboard. Prospects are breezing by, or thinking about their 10 o’clock meeting with their boss, what to make for dinner, or how to get away from the guy sitting next to them with the unusual body odor. So simplicity rules here.
A good transit ad should include the following three elements:
- A compelling image / photo
- A unique, benefit laden, emotionally charged headline
- Your name / logo / contact info
I was taking the train the other day and found some perfect examples of ads that work as well as ads that need to be improved. Forgive my photography, I was taking these on a moving train with bad lighting.
I love this ad. The photo and font immediately grab my attention. Both communicate the energy and enthusiasm of the event. And without ever having attended Honk, I want to go. The dates and URL are clearly listed and easy to find.
Boston Book Festival
The first thing I noticed about this ad is that I don’t know where to focus my attention. Too many competing messages. And some of the copy is just too small to read.
This ad is at the head of the class. The copy summons my attention. It’s bold, daring, and speaks directly to commuters. The call to action is clear and concise. The colors and font compliment each other nicely.
Horizons for Homeless Children
The photo certainly captures my attention, but there’s way too much copy. Most people won’t take the time to read the fine print. It’s way too much work.
The Freedom Trail
I love everything about this ad. Bright colors and contemporary design make this Boston staple seem new and exciting. The photo tells the story. I’m intrigued to learn more.
What say you? What are your favorite transit ads? I’d love to hear your thoughts and ideas.
Peace, love and powerful press!