Vancouver to have Canada's first buses with video billboards
Video-like billboards coming to buses
By Jeff Nagel
Published: November 12, 2008 3:10 PM
New electronic advertising billboards coming to local buses are capable of full-motion video but will initially be limited to more subtly moving graphics out of concern they could distract other drivers.
Just one TransLink bus is so far equipped with a new LED panel as a two-month pilot project, but plans call for the screens to be installed next year on up to 100 buses, according to Lamar Transit Advertising.
"We have decided in conjunction with authorities not to run full-motion video," said Lamar vice-president Byron Montgomery.
"The thinking is slow, but sure. We don't want to come in right away with full-motion video. We want to come in with something that is less intrusive and more gradual."
The new displays, 3.3 metres long by 71 centimetres high, are being tested on the curb side of the bus, beaming six-second spots at pedestrians.
Montgomery said the pilot project has been approved by the transportation ministry, which regulates lighting on commercial vehicles, and the RCMP.
An ad that activates next to a driver and starts to move or scroll might confuse or distract the driver.
But Montgomery said it shouldn't be a problem – buses normally travel in the curb lane and the displays would rarely be visible to other traffic.
Transportation ministry officials say they and local police will review results from the trial before approving any further rollout.
It's the first Canadian use of LED motion panels on buses, although they have been pioneered in London, England and are also undergoing trials in New York and Chicago.
The technology is expected to be lucrative both for Lamar and TransLink, which earns a share of advertising revenue.
Montgomery predicts the LED panels will command five to six times as much revenue as conventional static bus advertising.
Geographically customized advertising is also possible, because GPS units can detect the current position of a bus and switch to the message of a specific advertiser when the bus is nearby.
Advertisers can also rapidly change their messages.
"This is the future of transit advertising," Montgomery said. "It's a quantum leap for our industry."
B.C. Trucking Association spokesman Paul Landry questioned whether moving images on buses would pose a road hazard.
"If cell phones are a problem it seems to me very attractive attention-getting advertising would potentially have the same sorts of problems," he said.
But if the technology gets ultimate approval on buses, Landry predicted various trucking fleets may be interested in profiting from video advertising as well.
"If it's okay for buses, one would think the same thinking would apply to a truck."
SkyTrain video screens coming

Video screens are also coming soon to SkyTrain stations.
Lamar Transit Advertising has installed its first 46-inch LCD video monitors at Waterfront station.
Up to 140 of the screens that display advertising and information are to be installed at other SkyTrain stations throughout the system in the months ahead.
Montgomery said more than $5 million is being invested here in new advertising technologies as part of a deal with TransLink to extend Lamar's advertising management contract five years to 2020.
He estimated the deal will be worth $150 million to TransLink over 15 years.
Although advertising spending has softened amid crumbling stock markets and consumer confidence, he said transit advertising tends to be more resistant to downturns.
TransLink increasingly views the stream of riders through its system as an audience who advertisers will pay big bucks to reach.
The more money that can be raised through advertising, officials say, the less will have to come from other sources like taxes or fare increases.
The new advertising technologies are predicted to generate an extra $12 million for TransLink over the next three years.
http://www.bclocalnews.com/greater_vanco...deo-like_billboards_coming_to_buses.html