Connecting with today’s distracted commuters

David Ward

Examines how marketers can best reach commuters through reliance on a combination of traditional and digital platforms as tools of engagement.

If nothing else, Americans are creatures of habit, especially when it comes to the morning commute. Small towns, suburbs, and cities are dominated by rush hours filled with cars, buses, trains, even bicycles, all creeping toward places of work. While the modes of transportation haven't changed much in decades, what is evolving is the behavior of commuters during the morning and evening rush and how advertisers are looking to connect with them. Near extinct is the strap-hanging subway rider absorbing print ads from the morning paper. Mass transit passengers are far more likely to be glancing at ads on their...

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