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Подземка экспериментирует с рекламой

Автор: Екатерина Севрюкова

Издание: Наружка, №129, 10/2011


Сегодня рекламу в метро относят то к indoor-рекламе, то к outdoor-рекламе. Но на самом деле это часть транзитной рекламы, одного из самых эффективных видов массовой рекламы. В июне Московским метрополитеном был проведен

аукцион, на котором право размещать рекламу в подземке получила непрофильная компания «Авто Селл». Почти месяц рекламы в метро не было. Однако сейчас, уверены эксперты, будущее рекламы в метро выглядит очень оптимистично благодаря потенциалу в появлении новых цифровых форматов.
 
Метро — привлекательная площадка для рекламодателей: помимо огромной аудитории потенциальных потребителей (пассажиропоток московского метрополитена в первом квартале 2011 года составил 8 млн человек в день) реклама в подземке защищена от климатических условий. Из'за особенности замкнутого пространства продолжительность воздействия рекламы на потребителя гораздо выше, чем при использовании других рекламоносителей. Плотность
визуального информационно-рекламного потока в метро значительно ниже, чем на улице, и потому рекламное сообщение привлекает к себе больше внимания. Кроме того, средствами рекламы в метро заказчик может решать любую задачу — как имиджевого, так и информационного характера. 
 
Реклама в метро — одна из составляющих транзитной рекламы, которая обладает своими особенностями по сравнению с другими видами рекламы. Рекламные носители в метро появились не так давно — в начале 90'х годов. Тогда роль щитов выполняли рисованные от руки изображения или аппликации на виниловой пленке. Постепенно в подземке появлялись стикеры в вагонах, световые щиты и лайтбоксы, стали развиваться и другие виды рекламы — звуковая реклама, наружные световые установки на выходах и т.д.
 
 
 


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