Animated T ads enliven commute

Traveling through dark tunnels on the T may be a lackluster experience for passengers, but the MBTA hopes commuting on the Red Line will now be a little more interesting due to the addition of flashing advertisements to the tunnel walls.

Red Line commuters may now watch animated ads from companies such as Target and Royal Caribbean Cruise Line as the T travels inbound to Downtown Boston.

The ads are part of a new form of advertising technology, said Lydia Rivera, spokeswoman for the MBTA.

"There are 400 images in the ads," Rivera said. "The ads are animated into full motion by the speed of the passing train."

The new technology has captivated some Red Line commuters.

"I think they're just fascinating," said Cynthia Stokes, who is from Minnesota. "The technology makes you wonder what it is, so now every time [I'm on the train] I'm waiting for that spot."

Stokes said although ads are plastered all over the subway station, she doesn't feel bombarded and is rather "impressed with Target's marketing capability."

Other passengers also enjoyed the ads.

"It's very futuristic," said Bill Shay, of Braintree. "It's pretty amazing that you can really only view them when the train is moving fast."

Shay called the ads "an interesting distraction while you're on the subway."

Louise Doherty, of Dorchester, said the placement of the ads helps to make them more effective.

"It's more appealing because it's different," Doherty said. "You see it in the tunnel while the train is transporting you to your destination."

Although many advertisers have relied on television commercials and magazine ads, some Red Line commuters said the new high-tech form of advertising is more effective. "It's more effective because you're kind of held captive [by the ads]," said David Bates, who works for Harvard University.

Bates said he told several people about the ads after seeing them on the train.

Debbie Peng, of Quincy, said the ads are a good marketing tool because they are more captivating than television commercials.

"It gives people a very strong impression and shocks them," Peng said.

Peng said although the ads really caught her attention she could not remember what product was being advertised.

John Ulchaa, of Quincy, said the ads were impressive but ineffective.

"I think it's kind of cool," Ulchaa said. "But it's not like I'm going to go to Target and buy something."

Others agreed the ads were attention-grabbing, but had a limited ability to inform consumers.

"It's not like a TV commercial," said Nacha Jeanty, of Dorchester. "You can't hear the ad."

But some Red Line passengers said they did not appreciate the constant bombardment of ads.

"It's overkill," said Kathryn Roberts, of Boston. "I'm much more likely now never to go to Target."

Roberts said she first saw the ads when there was a blackout in the train car in which she was riding.

"It was frightening to see these bright colored lights flashing in a post-9/11 world," she said.

Roberts said the ads are irritating because commuters cannot look away from them.

"You don't have the option to edit it or change the channel or turn the page," she said.

Roberts also said she disliked the content of a Target ad, which showed flashing images of a half-naked female transforming into a male in the shower.

Although some Red Line passengers may not be enchanted by the ads, Rivera said the MBTA has not received any complaints.

Rivera added that the MBTA plans to run the ads for as long as possible.

"We'll continue to advertise in this way," Rivera said. "This effort is a revenue- generating deal for us."