Theories show consumers only pay attention to a small number of stimuli to which they are exposed, the stimuli they do pay attention to depends on their personal selection factors; such as perceptual vigilance, perceptual defence and adaptation. In other words riders tend to only pay attention when the product being advertised is of interest to them, they only see what they want to see and may ignore some adverts that make them feel negatively.

Stimulus selection factors such as colour, size, novelty and position all aid in the consumer paying more attention to an advert. The subway adverts capture attention using these four factors, for example, the dark tunnels are lit and riders are given something to watch whilst travelling. The advertisement shown is a perfect example of how marketers want their adverts to be shown and to be perceived by consumers.

Motion pictures enable riders to use more senses and so they become more stimulated towards the adverts. This is probably why the motion pictures are so successful and have been for sometime in other environments.

It’s important to keep adverts short and stimulating in order to prevent sensory overload. This can be done by perceptual positioning – the way the advertisements are positioned and perceived, for example, if too many adverts are positioned together it can lead to confusion and consumers are unable to recall adverts displayed. Sensory overload could lead to a potential burnout of this type of advertising, as consumers wouldn’t pay attention to adverts.

Compared to normal billboard adverts these adverts are eye catching, unavoidable and repetitive, which increases the chances of recall. The downfall of these adverts is the cost, time and disruption of mounting them and maintaining them, as commuters could be disrupted and have a negative view of the adverts.