Toronto’s Onestop Media Group has augmented the Toronto Transit Commission’s digital information network with the addition of a next vehicle arrival notification system.
The system—which uses GPS technology to deliver real-time information to flat screen monitors on TTC subway platforms and LED screens at bus and streetcar stops—is currently in use at the Dundas subway station and Spadina station. It will be deployed system-wide by 2010.
“The expansion of our network, with the kind of customer communication we’re putting on it, has taken the product to the next level,” said Onestop president Michael Girgis. “It’s the graduation of the advertising screen to the information network.”
The next vehicle arrival system provides the type of “sticky” content that attracts viewers and benefits Onestop’s advertising partners, added Girgis. “Everybody wants to know when the train or bus is arriving.”
In a release, the TTC said that work on a system that will enable customers to use SMS to access information for TTC surface routes will commence in 2009. The project will include a unique identifier for each vehicle stop, allowing patrons to obtain information via wireless technologies. The TTC also plans to implement a web-based trip planning application that will provide a means of planning transit trips using route information and walking distances.
The TTC has also granted Onestop a seven-year contract extension that will see its information screens carried on subway platforms through 2018.
“[The screens are] the backbone for their safety and security messaging,” said Girgis. “It’s taking on a flavour beyond the advertising screen. Our mission from day one was [to answer] how do we create a channel underground.”
In other digital out-of-home news, Onestop and fellow members of the Canadian Out-of-Home Digital Association (CODA) have partnered with RIDE to run the organization’s “please don’t drink and drive” PSAs on a variety of digital signage networks located in the TTC, health centres, sports arenas, bars, restaurants and other public spaces. The RIDE message will blanket Toronto through partnerships with CODA members including PHSN, VenueVision, Zoom Media and OBN. Fourth Wall Media developed the creative.
“Our ability to get this up quickly and across all of our networks just expands the reach of the message,” said Girgis. The companies donated an estimated $75,000 worth of creative services and media.
