Insider found this encouraging news on the effectiveness of transit advertising in a Linked In post by Jason Cotterrell, Managing Director of Exterion Media UK.

A recent study we conducted with Bournemouth University and Cog Research – The Engagement Zone – using skin conductance response and eye tracking tests on over a hundred commuters, found that individuals actively seek out advertising as they pass through the London Underground. The majority found them a welcome distraction. Engagement levels with advertising on the Tube were also found to match that of TV advertising at 16% and far surpass that of online video which sits at 9%.

Interestingly, 4 in 5 people who stated that they didn’t like social media ads or TV ads said they did, in fact, like ads on London Underground. Given that the latest IAB figures report that 1 in 5 UK adults now use adblocking software, OOH is certainly offering a consumer-friendly communications solution for advertisers.

Insider’s take:  Not surprised.  Ads can be a welcome diversion when you are inside a subway and staring at bricks.  Same thing applies to cars stopped at an intersection.

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