How might Intersection enhance its digital advertising displays in subway stations to increase viewer engagement and ad recall?

Introduction

Enhancing Intersection's digital advertising displays in subway stations to increase viewer engagement and ad recall is a critical challenge in today's fast-paced urban environment. As we explore this opportunity, we'll need to consider the unique characteristics of subway environments, evolving consumer behavior, and cutting-edge advertising technologies. I'll outline a strategic approach to tackle this challenge, focusing on user segmentation, pain point analysis, innovative solutions, and measurable outcomes.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current state of Intersection's digital displays. Could you provide more information on the existing features and capabilities of these displays?

Why it matters: Understanding the current technology will help determine the scope for improvements. Expected answer: HD screens with basic motion graphics capabilities. Impact on approach: Would focus on software enhancements if hardware is already advanced, or consider hardware upgrades if current displays are limited.

• Considering user behavior, I'm curious about the average dwell time of commuters in subway stations. Do we have data on how long people typically spend in front of these displays?

Why it matters: Determines the optimal length and complexity of ad content. Expected answer: Average dwell time of 3-5 minutes during peak hours. Impact on approach: Would tailor content strategy to short attention spans if dwell time is low, or develop more immersive experiences for longer waits.

• Thinking about Intersection's position in the market, how does our ad recall rate compare to industry standards for out-of-home advertising?

Why it matters: Helps identify the gap we need to close and set realistic improvement targets. Expected answer: Currently 5% below industry average. Impact on approach: Would focus on more dramatic changes if significantly behind, or incremental improvements if close to industry standards.

• Considering external factors, what emerging technologies or trends in digital signage are we seeing in the industry that could be relevant to this project?

Why it matters: Identifies potential innovative solutions and ensures we're not falling behind competitors. Expected answer: Increased use of AI for personalization and interactive displays. Impact on approach: Would prioritize cutting-edge tech integration if the industry is rapidly evolving, or focus on perfecting existing methods if the landscape is stable.