Since there are different types of advertisements inside the vehicles of public transportation, a question appeared and that is – how consumers see these advertisements, do they see them at all and do these ads have any effect on consumers. It was necessary to understand what consumers want to see and what type of ads they want to be surrounded with. By “Analysis of perceptions and attitudes of advertising in public transport in Zagreb” we tried to prove that consumers perceive the ads inside the public transportation vehicles. We determined what consumer’ perceptions about these ads are, what type of ads are the most common to be noticed and which themes consumers want to see. The conclusion of this analysis is that consumers perceive ads inside the public transportation vehicles and that the reason of ads’ effectiveness is that they affect consumer thinking about the products. They also affect the creation of consumer’s attitudes. Consumers that are “locked up” 30 to 60 minutes daily inside the public transportation vehicles need ads that they will pay attention to and will shorten their time of traveling. The conducted research confirmed the findings of other similar researches conducted worldwide. After perceiving results of this analysis and consulting literature and examples from other countries, the author's recommendation is to continue conducting market research and that it would be desirable to set displays inside the public transportation vehicles in Zagreb, as one of a better ways of attracting customers’ attention. Results of the analysis and literature findings could easily help companies that provide public transport.