Analyzing Engagement with Digital Transit Advertising in a Subway Station: From a Facial Recognition System Perspective

This research examines the effectiveness of digital transit advertising in a subway station. In Study 1, a survey explores the relationship between individuals’ available cognitive resources passing through the station and environmental factors such as precipitation and rush-hour stress. In Study 2, the researchers install two digital signage displays with facial recognition technology in a crowded subway station to observe reactions to transit advertisements in video format. Results indicate that factors for passersby such as precipitation, rush hour, weekdays, and non-holidays reduce the fixation duration ratio on transit advertisements. Additionally, female passersby tend to pay more attention to transit ads than males.