Consumer fintech startups such as Transferwise are finding in increasing ROI on their subway marketing spend relative to other channels.
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Why fintech startups love advertising on the New York City subway
E-commerce startups like Thinx and Casper both love advertising on the subway, calling them “conversation starters” and a way to be in a city where “trends are set.” They’re also effective, say these companies: David Zhang, Casper’s CMO, told Tearsheet’s sister site, Digiday that subway ads are highly effective to target local audience because when riders get stuck on the train, they have nowhere to look except at those ads. Three years ago Venmo ran an ad campaign around the New York subway featuring an everyday millennial called “Lucas." Venmo’s message to subway riders was the same (although less nostalgic and bittersweet): we do the same things you do, we understand you. The campaign sparked a lot of frustration and confusion for consumers — but the company was engaging with them. Venmo was unavailable to comment for this story.
