A new emerging and innovative communications platform that I have selected for this second assignment is tunnel advertising which is a new platform for train advertising. As billboard banning increases, TV and print ads continue to be ignored, and as advertisements fill up every space in our environment, advertisers are looking for new platforms to reach out to consumers more. Advertisers have discovered a new and unusual platform to place their advertisements which are tunnels. Advertisers will be using tunnels to advertise. Tunnel advertising has been made possible by digital media tools. Through this advertising medium, advertisers and outdoor advertising agencies would be able to reach target audiences as they are being transported on subways and trains. As viewers pass these Digital Media installations, they will be treated to 8 seconds or longer of motion- picture advertisements. Commuters will be able to enjoy large, innovative and beautiful motion picture ads that fill train windows. Studies have also found out that tunnel train advertising displays have the highest recall rate compared to all transit advertising which is also allows for effective branding.
In this form of train advertising, 48 sensors record in real time the speed of a passing train allowing total control of image alignment. It can also work at different speed patterns which provide great flexibility for the advertisement. A system will also adjust itself in real time to position the image precisely against the passing window which will guarantee great quality for LCD image. And because of the advanced digital media used, this form of advertising will also allow the advertisers to make use of special effects to effectively capture the consumer's attention. Its capability for automatic maintenance will also cut costs and expenses for the advertising campaign. The system can also be completely controlled and monitored through the internet which will make it easier for advertisers to monitor their advertisements. In recent studies tunnel train advertising medium is the most valuable space in Out of Home Advertising. More than 90 percent of commuters were also able to remember the tunnel advertisement and more than 50 percent remembered the advertisement even after months of seeing it. The uniqueness of this effective advertising medium generates great recall rate from the viewers. When the audience is able to remember the advertisement, the more effective it will be. The idea is to create a huge impact on the consumers.
A current ad case that has adopted tunnel advertising is MetroVISTA. MetroVISTA is the leading platform for safe, flexible, and immersive in-tunnel advertising. MetroVISTA is the leading platform for revolutionary subway in tunnel advertising medium. It allows advertisers worldwide to reach target audiences as they are being transported on subways and trains worldwide. As viewers pass MetroVISTA installations they are treated to 8 second or longer motion-picture advertisements. Riders enjoy large, innovative, and beautiful motion pictures ad that fill train windows and can reach millions worldwide. Independent studies demonstrate that in tunnel subway advertising displays have the highest recall rates of all transit advertising, with exceptional value in branding. Advertisers are heavily relying on train tunnel advertising to catch the attention of passengers who spend their days commuting on trains and subways worldwide. Advertisers are focusing on tunnel advertisements because as studies have shown commuters on trains are more likely to remember the advertisements in tunnels than the ordinary print ads or billboards ads. Addidas, Nestle, and Coca-Cola are amongst the global companies that have turned to tunnel advertising around the world. I believe that the train tunnel advertising can be effective as an advertising medium. As train tunnel advertisements continues to gain more popularity and gain more attention I believe it can be more impacting in the big cities that have underground subways. I believe that any location where there are tunnel advertisements being placed can be impacting to the company that is being advertised. I would rely and count on tunnel advertising to bring awareness to my company as well as any services or items I may be selling. I would rely on tunnel advertising to persuade the consumers to purchase my services over other brands. Commuters traveling on underground subways will be able to recognize my advertisements by seeing them often in train subways. I believe tunnel advertisements can be productive and allow my services to get brand recognition. I believe that tunnel advertisements would be effective because it is a new innovative emerging communications platform that not that many people have come across. The images, colors and lights on the LCD screen will catch the attention of the train passengers. It is not very common to see this new type of images in underground subway stations. Tunnel advertising is a different form of advertising because when commuters on the train look outside the window they see the lighted LCD screen advertising the ads that are being shown.
My advertising scenario would consist of tunnel advertising that would have my advertisements being displayed in local underground subways. Advertising in underground subway tunnels would provide my company with a different perspective in the eyes of the consumers. Tunnel advertising would bring brand awareness to my advertising campaign. I believe tunnel advertisements would be effective because it is something different than what we are used to seeing. Viewing the images that are being displayed on the LCD screens would persuade the train passengers to see the underground subway advertisements and be curious on what is being showed. After viewing the advertisements they will encourage the subway passengers to gain new knowledge on the products and services that your company has to offer. Brand recognition and brand awareness is what separates you from your competitors. I believe that tunnel advertising would be successful because it would make your advertisements more memorable toward your consumers. Tunnel advertising would be a creative method to advertise your services. Tunnel advertising will increase on sales and brand recognition as passengers will see advertisements and be interested on what is being displayed. Tunnel advertising would consist on many different advertisements being displayed. Advertisements in underground subways would vary based on the advertising campaign and the services being offered. My advertising campaign would contain images that would be displayed on the LCD screens. Train passengers would be forced to view the advertisements because no matter what way they turn to they will be able to see the advertisement. Creating new innovative communication platforms are important because advertisers always are interested in finding new ways to stand out to the consumer and look for better ways to make an impact within their company. Tunnel advertising would be appealing to the consumer because it is not common when you come across video advertisements underground in the subways. Tunnel advertising could tremendously impact an advertising campaign. I would advertise my products and services in several images or in a video on the underground tunnel advertisements. I believe colorful images are more likely to catch the attention of the consumer. I fully believe that the Tunnel advertising campaign can truly be successful. I would invest money in tunnel advertising if there was an underground subway in my area. The big cities that have an underground subway are more likely to heavily rely on tunnel advertising. I believe it is always important to create new method to increase brand awareness. By having tunnel advertisement, consumers will be able to recognize your advertisement at a faster rate than your competitors. I believe that tunnel advertising can truly be very impactful to your companies advertising campaign.
