Love and trust underground: How to measure engagement with OOH advertising 58 metres below ground

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Introduction: The impact that comes from understanding advertising engagement levels on the London Underground

It's hard to measure the effect of advertising when your subject is on the move, underground Measuring how we react to advertising in the laboratory or the home (where we are watching TV or maybe our mobile phone) is hard enough. Try to adequately measure the effectiveness of advertising whilst in rush hour, frantically on the move and deep

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