Why The London Understand Is An Advertising Powerhous

If you have ever been to London, you will know the underground is an efficient, easy and bustling system. In fact, according to a study by Transport for London, there are four million journeys taken on the London Underground, every single day.

We know we talk about it a lot, but we live in a world of digital ads and social media, which when combined with short attention spans, aren’t always the best way to capture your audience’s attention.

This is where advertising on the London Underground (and any billboard in fact) steps in. The Underground is not just a way to get from A to B, it’s a high pact media environment and one of the most effective ways to make an impression.

So, why should you be thinking about the advertising on the London Underground as part of your marketing strategy?

Allow us to tell you…

MASS AUDIENCE REACH

As previously mentioned, the tube sees over 4 million journeys a day across its 270 stations. 

Whether its commuters, tourists or students, the London Underground is used by people from all different walks of life. So whether you want to launch a  global campaign or something much more targeted, there will be a London Underground audience for you.

ENGAGED ENVIRONMENT

When it comes to the London Underground, there are minimal distractions – for one there is no phone signal so people can’t just sit and scroll. As a London Underground user, no signal can be frustrating, but for advertisers it offers a huge advantage!

As people are waiting for a train, with nothing much else to do, there is a high dwell time. Because of this commuters consume their surroundings meaning bold messages can land well on the London Underground.

LOCATION, LOCATION, LOCATION

The 270 stations that advertisers have access to, means that you can choose a station that aligns with certain demographics and cultural touchpoints which are important to your campaign.

Canary Wharf is perfect for businesses who want to grab the attention of professionals whereas Shoreditch is perfect for Gen Z. Like we always say (and will continue to say) it’s all about the right message, to the right people at the right time!

OUT-OF-HOME (OOH) IS SMARTER THAN YOU THINK

OOH is no longer about being static. Advertisers now have access to digital screens, real-time creative and data-driven planning allowing them to be smarter and more flexible than ever. 

You are able to A/B test designs and respond to current events to make sure your campaign has the highest impact.

You can also be super creative and immersive which is key to grabbing and retaining attention. The most iconic Underground billboards can also be amplified as they are photographed and shared across social media – and if you really smash it, make news headlines!

PEOPLE TRUST IT

Studies show that OOH billboard advertising is one of the most trusted ad formats because it can’t be skipped, blocked or scrolled past. Digital and social ads can often feel super invasive (and slightly annoying) but OOH is much more credible.

Credibility and trust is one of the most important things when it comes to brand loyalty and retention.

So there you have it, some of the key reasons that the London Underground is a powerhouse when it comes to advertising. When it comes to digital, algorithms may shift but the impact of a well placed message on a tube will always see results.

Contact Us ,If you need help planning your next campaign on the London Underground, you know where we are!