Yes, we look up. When stuck on the subway or bus and determined to avoid eye contact with fellow riders, we tend to stay looking up. That's what the Titan Advertising Agency in the Boston area knows.
For its long-term client the MBTA, Titan is piloting the placement of ads on the ceilings of trains and buses. The experiment is called "Michelangelos." As you recall, it was the design genius by that name who put religious art on the ceilings of cathedrals.
So far so good. What's especially good for MBTA revenues is this: The cost of the ceiling "art" is about double the cost of traditionally placed ads. This would help keep green - that is, public transportation - sustainable.
This new venue for ads can unleash fresh promotional campaigns for those doing the advertising. For example, personal injury lawyers can mount ceiling ads which say, "If you are having trouble bending your neck to read this ad because of an auto accident ..."
Here is the coverage of this innovation by Steve Annear in Boston Magazine.