The effectiveness of website advertising in the metro

Question

contextual advertising

I immediately apologize for the chosen hub (there are no other options).

Colleagues who have experience, please share. There is a social project orientation for a specific group of users. For the most part, the representatives of the group use the metro (while I am considering Moscow). So, how effective is it to use advertising in the subway in terms of project promotion? It's not about selling anything, just expanding the audience.

Thank you!

Answer 1

Ideas on how to track performance:
- You can place a UTM tag in a QR.
- you can register a special domain that will redirect to the main site.
- if the purpose is a call, then you can buy a separate phone number. the number of calls is efficiency.
- outdated method: asking the client "How did you hear about us?" Doesn't work very well :-)

Answer 2

I came across only 1 time, the site was advertised on tickets - www.imobilco.ru/metro/ . The effectiveness is unknown, but users came.
It is not cheap, 1 ticket is about 2 rubles, the circulation is a million tickets.

Answer 3

When ordering advertising in the subway, you need to understand that the link to the site is relevant at the time of reading the banner. I know from my own experience that if the banner didn’t catch on, then I’ll forget about the resource that I saw in the subway. Even if hooked, it takes a certain time for recognition and desire to visit the resource. QR codes are also useful so that you can immediately go to the site.

Answer 4

Here you need to build on the components of your project and the possibility of advertising.
For example, my organization periodically uses advertising in transport, because cheap and most effective for the money. But we have a specific component of the project — a cultural institution. We advertise exactly the institution, and at the end we indicate the site where you can find out about this institution. That is, the emphasis is not on the site, but on the project. The growth of visitors gives such an approach.
Regarding the possibility of advertising: pay attention to where the advertisement will be located, how it will be attached and on which routes it will be distributed. Because if your advertisement is placed in some corner of the car (according to personal experience, they can freely) or a hefty poster of some circus hangs next to your booklet, then consider that the advertising campaign has failed.

Answer 5

Advertising in transport or on billboards should go as a small part of the entire campaign in order to plant the seed of recognition in the minds of the masses, so to speak. I have experience with billboards, and so the percentage of conversion is negligible. I tried to figure it out, it turned out something like 1/50.
Although, again, it depends on what you are going to advertise, and how sure you are that a huge percentage of the target uses public transport.

Answer 6

among me, using such links is inefficient. Too far from the computer. Perhaps someday I would have become interested in land transport.

Answer 7

advertising in the subway works, it's a fact.
If the task is to bring to the site and sell something, then it is best to hang it over the seats on the opposite side - so that the person immediately dials and looks.
comrades from above talked about creating a sub-domain with a redirect (as an option), but if you move the domain as a brand, then you will harm yourself, it’s better to make a “metro” pro-code and report it from a poster that a person will enter when buying / registering and get an extra bun)