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 in a tunnel on the London underground and you will see the challenge we had on our hands.

Despite the difficulties that arise from researching this environment as a whole, we've used traditional survey methods for years (e.g. measuring campaign effectiveness collecting claimed data to understand ad recall levels), and have seen significantly higher awareness levels for brands who include London Underground within their campaign. However, what we've struggled with is really understanding how exactly this immersive environment is influencing the way in which people engage with the advertising as they go about their everyday lives.