Marketing actually relies really heavily on statistics. Companies do what’s called A/B testing, so they’ll run an ad campaign, measure the results, then change an aspect and run it again to see which worked better.
There are bound to be many case studies on the rate of engagement on ads and billboards in New York city and the subway, and that rate (the amount of people responding on average to ads) will help decide how much is charged to rent the ad space.
Gemini will have had analysts sit down and work out a detailed budget, and they’ll only have done this if it’s projected to be profitable based on the evidence available to them. So… that’s the best marketing probably, because they’re doing it and they look like they know what they’re about.