Subway Ads See a Shift Towards Tech Promotions in NYC
Once upon a time, subway advertisements were a pleasant distraction. Riders would glance at them to avoid awkward eye contact, read a bit of poetry, or catch up on the latest movies. However, things have changed drastically in New York City’s subway system.
Now, commuters are met with a flood of confusing ads from tech startups. These promotions are filled with complex business jargon, leaving many passengers puzzled and scratching their heads.
The influence of Silicon Valley has made its way to the subway, inspiring two comedians to create their own humorous take on these perplexing ads. They managed to cover the subway with fake ads for imaginary AI companies to poke fun at the original messages, which often felt more like riddles than real promotions.
The Rise of Tech Advertisements
Startup advertisements have been a common sight in the Bay Area for over a decade, but their presence in major subway systems like NYC is a more recent trend. Here’s what’s happening:
- The number of tech ads in the NYC subway has surged by 50% compared to the previous year.
- Currently, tech companies account for 15% of all advertising on New York transit, placing them among the top categories, alongside medical and entertainment ads.
- Many of these ads are strategically placed near financial districts or convention centers, especially during tech events.
Interestingly, this high-tech industry is using a surprisingly low-tech strategy. Subway ads provide an affordable way to capture the attention of millions of commuters. They are notably cheaper than traditional billboard ads, which can cost around $3 million a year.
- Subway ad costs range from $5,000 to $60,000 for a four-week campaign across the system.
- Full train wraps can be pricier, running between $50,000 and over $300,000.
- Some companies, like the AI startup Friend, have even invested over $1 million in subway advertising.
With around 3.3 million subway riders each weekday, this is a prime opportunity to get in front of a large audience, even if for just 30 to 45 minutes during each trip.
Measuring Effectiveness
The success of previous companies like Casper, which used catchy subway ads, or StreetEasy, known for its clever promotions, seems to have sparked the current influx of tech advertisements.
However, unlike those relatable campaigns, the new ads often miss the mark with everyday consumers. Instead, they focus narrowly on attracting potential investors and business clients. This might lead to lucrative contracts, but it can also be somewhat problematic.
While the ads can create a buzz, they risk alienating people with their “B2B slop” language. Some have even drawn criticism, with public reactions and graffiti artwork pointing out their failings—such as the ads from Friend and Nucleus Genomics, which invite such engagement.
It’s worth noting that complaints in advertising are not new. If we look back far enough, we’ll find people grumbling about ads for everything from hemorrhoid cream to other awkward health products.
Personally, I long for the days when subway ads focused on more relatable things like soup and desserts. But, maybe that’s just me wishing for simpler times.
