The Toronto Transit Commission plans to be the first public transit system in North America to bring television and digital advertising onto its underground platforms and into its subway trains, according to the Globe and Mail.
Wi-Fi hot spots will be deployed on a test basis this spring. Eventually, it could allow riders to use their own laptops or handheld computers on the subway. The subway narrowcast network is part of a transit-advertising deal between Toronto’s transit commission and Viacom Outdoor, which guarantees $CAN 93.2 million ($US 78 million) to the transit commission over seven years.
Developed by Onestop Network — a Toronto-based private firm, it plans to deliver “smart ads” as well as news, weather and continuing commuter updates from the Toronto Transit Commission.
The new form of advertising, partnering with Viacom Outdoor, is aimed at a captive audience of about 850,000 people, and will include customized messages based on the TTC rider’s location. So it will not just promote a pizza franchise, for example, but also give walking directions to the nearest pizza store. Likewise, a cold day could mean ads for hot chocolate at the local coffee shop.
The ads will occupy half of each screen. On the other half, viewers will see news and weather information updated as the train passes through each station.
There will be four 17-inch screens in each car, and up to eight 40-inch screens on each platform. CHUM Ltd. has agreed to provide feeds of its CityPulse24 news channel in return for special advertising rates.
Grant Waddell, who looks after subway advertising for the TTC, said the service will begin a three-month trial in May or June. The TTC will invite public comments before making its final decision on the service, he said. “This is a system that’s going to change the face of advertising,” said Michael Girgis, president and chief executive officer of Onestop.
TTC officials were unavailable to discuss other services that could eventually run on the wireless network, but analysts in the telecommunications industry said the real potential in the project lies with offering interactive services, which could allow people to connect their own computers to the network.
Streetcar Ads (above) with integrated mobile hotspots for commuters are another application of Mobile WiMax.
MediaTile uses cellular data connectivity to stream updated ads and kiosk information to smart screens nationwide. The MediaCast system supports as much as 200MB of data in video, flash, PowerPoint or PDF formats. Screen sizes range from 2 inches all the way up to 60 inches. And it supports most flavors of Windows, including Pocket PC.
- In 2004, consumers paid more than $36 billion for their cable TV, and that programming generated nearly $19 billion in ad revenue, according to the National & Cable Telecommunications Association.
- The Cellular Telephone Industry Association says their 173 million USA subscribers generated $87.6 billion in 2003.
- The National Association of Broadcasters says 98.2 of US households (106.7 million) have television and the Television Advertising Bureau reports that total broadcast TV revenues $42 billion in 2003.
- Internet advertising globally for 2003 totaled just under $7.3 billion, up nearly 21 percent from the 2002 total of $6.0 billion. It’s expected to reach $93.1 billion in 2007.
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