Savvy Subway Ads From Service Startups Are Captivating Millennials on the Move

The more irreverent, the better

For New Yorkers, the city's sprawling subway system is a necessary evil. Sure, it's overcrowded (annual ridership reached 1.763 billion last year—the highest since 1948), plagued by delays (which have quadrupled since 2012, according to the MTA) and generally kind of gross (a Travelmath study found that touching an NYC subway handrail is the equivalent of shaking hands with 10,000 people), but it's undeniably the most convenient way to get from point A to point B. And thanks to a growing number of startups investing in underground ads, the daily subway slog has also gotten a lot more visually entertaining.