Advertising in the metro and at stops seems like an obvious solution for business, but how does it work in terms of effectiveness, is it just part of the urban info noise?

In this article, we will figure out who really benefits from such advertising, what mistakes can cost you money, and how to make people not just look at your advertising message, but act based on your message.

More about advertising at stops and in the metro

Outdoor advertising surrounds us every day. We pass by it without even thinking, but brands continue to invest millions in these formats. Why? Let’s figure out what are the advantages of transit advertising in the metro and at stops, and how these advertising formats differ from each other.

How metro advertising works

Metro advertising is a powerful DOOH (Digital Out-of-Home) tool that acts on the subconscious of passengers unobtrusively, but extremely effectively. Every day, millions of people pass by digital signs and posters, not even realizing how this information is imprinted in their memory.

The key to the success of metro advertising lies in its consistency and ubiquity. Passengers who regularly use the metro inevitably encounter the same advertising messages day after day. This repetition creates a strong connection between the brand and the consumer, even if the latter does not pay conscious attention to the advertisement.

Video wall software allows advertisers to create dynamic content that attracts attention even in a crowd. Bright colors, moving images, and creative messages remain in the memory of passengers, forming positive associations with the brand.

Moreover, modern digital signage players make it possible to quickly change content depending on the time of day, day of the week, or even weather conditions. This allows making advertising more relevant and personalized.

The effectiveness of metro advertising is supported by long contact time. Passengers, waiting on the platform or riding in the car, have enough time to pay attention to advertising messages. This “forced” contact with advertising significantly increases the chances that the information will be absorbed.

Thus, when a consumer needs to make a choice – for example, choose a bank to open an account – he is more likely to remember and choose the brand that he regularly saw in the metro. This happens not through direct persuasion, but thanks to the subconscious formation of trust and recognition.

The use of pDOOH (Programmatic Digital Out-of-Home) technologies allows to further increase the effectiveness of metro advertising, providing accurate targeting and optimization of ad impressions in real-time

How advertising at stops works

Advertising at stops consists of posters or digital signs placed on public transport pavilions. Video wall software is often used to manage content on multiple screens simultaneously.

It often happens that business owners face such a problem: they placed advertising at the stop, a month passed, but the effect is unclear. Sales seem to have grown a bit, but why – it’s unclear. Either seasonal demand increased, or competitors raised prices, or it’s just a coincidence. The ad was hanging, people saw it, but how much it really worked remains a question.

For effective placement of advertising on digital signs, a special digital signage player is often used, which allows easy updating and remote management of content. This is especially useful for pDOOH campaigns, where advertising can be changed in real-time depending on various factors.

Now let’s look at it differently. Stops are not just a point on the map, but part of people’s usual route. Every weekday, the same passengers who are going to work wait for transport here. A couple of times a month, those who are heading to the shopping center or veterinary clinic around the corner come here. This is not abstract coverage, but specific people who can be told about something necessary at the right moment. And if the message fits their context, they will not just see the ad, but remember it.

What to choose – advertising in the metro or at stops? It seems that in both places people are waiting for transport, seeing ads, but these formats work differently. Modern Digital Out Of Home (DOOH) technologies allow making advertising more dynamic and attractive.

Let’s compare advertising in the metro and at stops

Advertisers often ask themselves: what to choose – advertising in the metro or at stops? It seems that in both places people are waiting for transport, seeing ads, but these formats work differently.

What do they have in common?

Both types of advertising are in the urban environment and work on repetition. A person sees the same ad day after day while going to work or waiting for a bus. This forms brand recall without additional effort from the viewer.

What’s the difference?

Metro advertising is coverage of a large flow of people who are in a hurry and are in an enclosed space. Short, bright messages that a person will remember automatically work better here. Using a digital signage player allows displaying dynamic content that attracts more attention.

Advertising at stops is an impact on an audience that uses the same route every day. It’s not as massive as in the metro, but it gives an opportunity to reach regular passengers in one area. LED billboards can significantly increase the effectiveness of such advertising.

When choosing between these formats, it’s important to understand who you want to reach. If you need a wide flow of people – metro. If it’s important to work with the usual audience of the area – stops. And if the budget allows, it’s better to use both channels and enhance the effect.

Mistakes that can cost you money

1. Wrong placement location. Advertising works only where the target audience sees it. For example, it’s logical to advertise a children’s center near schools and residential areas, not near a stop in the business center. Before placement, it’s important to consider not only the flow of people but also their interests.

2. Too complex layout. Advertising at a stop should work in seconds. If a person doesn’t understand what it’s about, or the text is small and overloaded with details, they simply won’t remember the message. The optimal option is a short, clear slogan, large font, bright visuals, and minimal additional elements. If a website or phone number is needed, they should be placed clearly and contrastingly, otherwise, they will simply not be noticed in the flow of information.

Using DOOH software can help avoid these mistakes, allowing quick content changes and adaptation to different conditions.

Ignoring seasonality. The same advertisement can give different results depending on the time of year. For example, it’s more profitable to promote travel guides in spring, and training courses in August-September. The campaign should be planned to coincide with the current needs of the audience. Using LED screen software allows easy adaptation of content to seasonal changes.

Poor readability and poor placement. If the poster is poorly printed, the text is blurry, and the colors are dull, the advertisement loses its meaning. It’s also worth considering how the poster is placed: if it’s partially obscured by a bench or the corner of the pavilion, important details may simply not be seen. Advertising screens can solve this problem, providing a clear and bright image.

Who is suitable for advertising at stops and in the metro?

Advertising in the urban environment is a tool for companies that want to reach a wide audience. DOOH networks allow covering different locations and demographic groups.

Advertising at stops works on repetition: people wait for transport in the same place every day and see the advertising message again and again.

This format is perfect for:

— Local businesses: cafes, shops, beauty salons, pharmacies, foreign language schools. For example, if there’s an advertisement for a dental clinic near a stop next to a residential area, residents will remember it and turn to it when treatment is needed.

— Large networks and retail: supermarkets, shopping centers, sports clubs. People remember brands they encounter daily, and this affects their choice.

— Urban and social campaigns: for example, reminders about vaccination, charity collections, messages about new transport routes.

Metro advertising allows reaching the maximum flow of people moving around the city. DOOH Display Solutions are especially effective in this environment. Suitable for:

— Federal brands and large companies: banks, telecom operators, online services. For example, advertising for a food delivery app in the metro attracts the attention of thousands of users who regularly use smartphones on the go.

— Events and entertainment: concerts, theaters, cinema. The metro audience often looks for things to do in their free time, and such announcements easily find a response.

— Educational programs and courses: metro advertising is suitable for universities, online schools, and training, as it is seen by students and professionals who want to develop.

Which format to choose?

If the business is focused on a specific area – better stops. If you need a large-scale campaign with wide coverage – metro. And if the budget allows, you can combine both formats to achieve maximum effect. DOOH advertising allows flexible management of campaigns on different media.

Should businesses place ads in the metro and at stops?

The answer depends on the goals. If it’s important for a business to reach a mass audience moving around the city, metro advertising is a good option. It will be seen by thousands of passengers daily, and if designed properly, it will be remembered. If local coverage is important – attracting customers to a store, salon, or establishment in a specific area – it’s more effective to work with advertising at stops.

The main thing is to choose the right place, create a clear layout, and take into account the specifics of the audience. Otherwise, the budget will be spent, but the result will remain unclear. A centralized video management system can help optimize advertising campaigns and ensure their effectiveness.


Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

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