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24.06.09
More than half is wasted
There’s that infamous quote attributed to everyone and anyone about ‘half my advertising is wasted but I don’t know which half’...* Long and tedious train journeys this week revealed that perhaps more than half is wasted when it comes to underground adverts. Of course when you’re stuck on a platform you’ll often read the large posters facing (or cross-tracks as they’re known). But when you’re inside a carriage, you can’t see them, so you don’t. Travelling to and from Clapham Common this week we noticed at one stop how perfectly the Kennington sign sat framed in the window of the carriage. Then it occurred - look around and the symbols are placed exactly at the height to be easily read through carriage windows, about a third of the way up the wall, so customers know which stop they’ve reached. Logical really, and just something you take for granted. 
Now try to read an ad through the window and what do you see? Er, ‘borghini?’. 
Maybe some trainers? 
Or some orange flowers? 
Turns out that ‘borghini’ was actually part of an ad for English newspaper, The Daily Telegraph, the trainers were Skechers and the Orange flowers were actually Easyjet. My point is, of course, that advertisers could probably get way more bangs for their bucks if they placed important information, websites, logos et al about a third of the way up their poster. Of course that doesn’t correspond with most agencies’ view of where a logo should go (usually a happy variant on that familiar art direction theme, ‘buried in the bottom corner’). Here’s an example from our travels. Quite a nice ad for MBT trainers, logo bottom right. Ad ignored inside carriage. 
Of course what these ads would look like logos, URLs and end-lines hovering halfway up the poster remains to be seen. But at least they would be seen. * Usually attributed to William Lever, as in Lever brothers: ‘Half my advertising money is wasted. The problem is that I don't know which half!’
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