Antelope Valley Transit Authority Small transit system 50 miles - - PowerPoint PPT Presentation

Antelope Valley Transit Authority

 Small transit system 50 miles north of Los Angeles basin  Fleet of 75 buses and 3.6 million boardings annually  1,200 square mile service area

Digital Bus Advertising

The Concept

 Ad agency wanted to attract national advertisers  Plan was to sell digital ad as a compliment to a full bus wrap  Estimated revenue -$15,000 per month

Wooing National Advertisers

Digital Bus Advertising

The Investment

 Illuminated sign cost $50,000  Plan was to recoup investment in one year  Sign is estimated to have a ten year life  5-year warranty

California State Law

 Illegal to have illuminated advertising signs on buses except for headway signs  State legislation was passed allowing AVTA to install 20 digital signs through 2020

Program’s Legislative Intent?

 Purpose: Evaluate the impact of digital bus signs

• n traffic and pedestrian

safety  Reporting: AVTA required to provide a report on traffic impact at end of pilot

Legislative Hurdles

 AVTA pilot hinged on UC Irvine’s progress.  UC Irvine pilot program allowed 12 digital signs  Legislators opposed to the project argued only

• ne pilot program was

needed

Procurement

 Sole source contract with MultimediaLED  AVTA agreed to purchase sign after ad agency secured a 12- month advertising contract  UC Irvine was close to unveiling its digital bus sign  Client insisted on being first

Digital Sign Specifications

 LED illumination is extremely bright  The digital sign is 12’ x 2’- a standard king banner size with dynamic messaging  The LED sign is available in 8mm or 10mm resolution with a 160 degree viewing angle  Permits full motion video and animation

Installation Challenges

 Important to ensure flat adherence to minimize vibrations and maximize air cooling  The digital sign runs completely off the bus’ power  AVTA installed sign on an MCI commuter coach

Unveiling Ceremony

 AVTA sign unveiling ceremony took place April 6  Strongly attended by elected

• fficials and supported by

CHP  Excellent press coverage

Operational Challenges

 It’s illegal for the sign to page or video to play while

• n the freeway

 Digital signs cannot scroll on the freeway so GPS tracking is essential  Bus operator pre-checks crashing the system

Smooth Sailing Since July

 Now considering a second digital sign for our local transit fleet  We have budgeted funds to purchase three additional signs  No accidents to report at this time

Actual Revenue VS Expenses

 Year to date revenue is $68,000  AVTA has recouped $30,600 of its $50,000 investment  Not likely to recoup investment in first year

Digital Bus Advertising