Location Based Advertising on integrated displays in public transport systems has great potential.
The passengers are normally bored when they ride with a public transport system (metro, bus, tram etc.)
so they are open to general interest information and location based advertising (push approach). Therefore
they will receive messages during their ride, mostly they get value-added information e.g. on events,
special activities, opening hours of museums timetables, delays, city-activities etc.
When the public transport system passes an electronics store on the display of the high
resolution screen special offers and savings of the store are displayed. At the next exit you have
the chance to get out of the public transport system and go to the interesting store.
The trial will take place in a light train of Karlsruhe, southwest Germany. The on board computer (OBC)
in the light train is connected to the infotainment system (IS), composing of a terminal with
two screens. One screen will display passenger information (next station, etc.) and the other
one advertisements and sponsored services.
The shown advertisements can be pictures, text, sounds and even video clips.
For location detection it is better to use the OBC than GPS, because the OBC contains the direction,
speed and the knowledge of the next station and so on. So you have more information as you
have if you realize the location detection by GPS.
The advertisement content and the associated tracks are to be integrated in one form. The
advertisements are to be entered by uploading text and multimedia elements (images,
movies,…) and defining where and when they are to be shown.
The associated track profiles are to be entered by choosing the track (graphical presentation)
and the stations (graphical presentation as well).
There are to be the possibility of several individual adjustable time slots for each track profile.
The display duration is to be given in minutes (e.g. display ad 1 minute) and activation in
metres (e.g. display ad 200 metres after departing station A).