Toronto subway narrowcasting network expands

From BroadcastEngineering:

"The OneStop Network offers travelers a dynamic mix of news sports, transit information, and advertising, as well as community service information including Child Find announcements, emergency override messaging, and transit updates. With BroadView's software, the network is able to manage schedules that will include advertising that runs on all screens within the network as well as station-specific messaging.

"The use of smart ad technology enables effective targeting of content to the subway network’s large captive audience, according to Michael Girgis, president of OneStop Media Group. Using rich demographic data on subway riders provided by the TTC’s research department, signage advertising and other content can be tagged based on audience and other characteristics. An ad can be station-specific, based on retailers located in the vicinity, or language-specific — for station stops in Toronto’s Chinatown. Even current weather conditions can trigger programming – such as ice cream ads on a hot summer day."

Read the full article here.