The Museum of Modern Art used subway station Liveboards across Manhattan, Brooklyn, Queens, and the Bronx to assess how out-of-home advertising affected awareness, recall, and visitation intent. The 20-week campaign ran from February 12 to June 30, 2024, with rotating creative and new stations activated weekly. MFour compared exposed and control audiences. Ad recall reached 55%, well above the 38% benchmark. Unaided brand awareness increased 31%, while aided awareness rose 22%. Among those who recognized the advertising, 53% remembered its main message and 58% expressed an intention to visit MoMA. Brand opinion and consideration each improved 6%, and likelihood to visit rose 5%, confirming that sustained subway exposure strengthened both museum awareness and prospective attendance.

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