{"title":"Evaluating advertisement visibility inside urban trains and preferences of passengers in seeing advertisements","authors":"Maryam Samie, Mahmoud Mesbah","doi":"10.1016/j.rtbm.2026.101815","DOIUrl":null,"url":null,"abstract":"<div><div>Subway systems host millions of daily trips, and passengers spend a significant portion of their journey inside the train. This makes subway trains an ideal platform for outdoor advertising and a potential source of revenue for transportation authorities. However, due to limited information on advertisement visibility and effectiveness in this setting, advertising campaigns in subways are yet to become a competent rival to online ads. This research aims to develop a model to identify the factors influencing advertisement visibility, and this framework also demonstrates the potential for network-wide advertisement analysis. To improve ad effectiveness, the model incorporates socio-economic variables and travel characteristics. Additionally, the study creates a secondary model to identify target audiences for various product and service categories. Findings of the first model indicate that approximately 40% of passengers noticed the advertisements inside the train and the second model shows the trip purpose, place of advertising, age, and income of passengers that are important features in identifying passengers' preferences by leveraging audience-specific features, advertising campaigns can refine their content and delivery strategies. This approach bridges the gap in the subway advertising sector and encourages advertisers to consider this model. Among the factors analyzed, trip purpose emerges as a significant determinant of advertising effectiveness, underscoring its importance in public transportation marketing strategies.</div></div>","PeriodicalId":47453,"journal":{"name":"Research in Transportation Business and Management","volume":"68 ","pages":"Article 101815"},"PeriodicalIF":4.8000,"publicationDate":"2026-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Research in Transportation Business and Management","FirstCategoryId":"5","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S221053952600221X","RegionNum":2,"RegionCategory":"工程技术","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2026/7/20 0:00:00","PubModel":"Epub","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Subway systems host millions of daily trips, and passengers spend a significant portion of their journey inside the train. This makes subway trains an ideal platform for outdoor advertising and a potential source of revenue for transportation authorities. However, due to limited information on advertisement visibility and effectiveness in this setting, advertising campaigns in subways are yet to become a competent rival to online ads. This research aims to develop a model to identify the factors influencing advertisement visibility, and this framework also demonstrates the potential for network-wide advertisement analysis. To improve ad effectiveness, the model incorporates socio-economic variables and travel characteristics. Additionally, the study creates a secondary model to identify target audiences for various product and service categories. Findings of the first model indicate that approximately 40% of passengers noticed the advertisements inside the train and the second model shows the trip purpose, place of advertising, age, and income of passengers that are important features in identifying passengers' preferences by leveraging audience-specific features, advertising campaigns can refine their content and delivery strategies. This approach bridges the gap in the subway advertising sector and encourages advertisers to consider this model. Among the factors analyzed, trip purpose emerges as a significant determinant of advertising effectiveness, underscoring its importance in public transportation marketing strategies.
期刊介绍：
Research in Transportation Business & Management (RTBM) will publish research on international aspects of transport management such as business strategy, communication, sustainability, finance, human resource management, law, logistics, marketing, franchising, privatisation and commercialisation. Research in Transportation Business & Management welcomes proposals for themed volumes from scholars in management, in relation to all modes of transport. Issues should be cross-disciplinary for one mode or single-disciplinary for all modes. We are keen to receive proposals that combine and integrate theories and concepts that are taken from or can be traced to origins in different disciplines or lessons learned from different modes and approaches to the topic. By facilitating the development of interdisciplinary or intermodal concepts, theories and ideas, and by synthesizing these for the journal''s audience, we seek to contribute to both scholarly advancement of knowledge and the state of managerial practice. Potential volume themes include: -Sustainability and Transportation Management- Transport Management and the Reduction of Transport''s Carbon Footprint- Marketing Transport/Branding Transportation- Benchmarking, Performance Measurement and Best Practices in Transport Operations- Franchising, Concessions and Alternate Governance Mechanisms for Transport Organisations- Logistics and the Integration of Transportation into Freight Supply Chains- Risk Management (or Asset Management or Transportation Finance or ...): Lessons from Multiple Modes- Engaging the Stakeholder in Transportation Governance- Reliability in the Freight Sector
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