Manhattan, NY – Bright lights, big buses.
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The MTA is rolling out — and lighting up — 10 Manhattan buses with massive LED screens showing filmed advertisements in the next few weeks.
The agency hopes the ads — which change according to the neighborhood they’re in along the route — could bring in up to five times the amount of advertising as the low-tech, standstill variety.
A built-in GPS receiver changes the preset advertisements according to ZIP code and demographics.
“So if you’re going down Lexington Avenue and the bus is at 65th Street, it could start advertising, hypothetically, Bloomingdale’s,” said New York City Transit spokesman Paul Fleuranges.
Advertisers currently pay about $1,750 for the current display ads, and the MTA didn’t pay for the screens or for hanging them onto the buses, a spokesman said.
Titan Outdoor purchases and is responsible for the flat-screens.
Officials at the company said the 10 buses are a tryout, and they hope to ultimately install 200 more.
“It would be an unprecedented number,” said Dave Etherington, a senior vice president.
But not everyone is on board.
East Side residents complained about the ads at a Community Board 8 meeting Tuesday night, saying they were too bright and shine at night into their first- and second-floor apartments.
Edward Kramer, who lives on East End Avenue, said one of the flickering screens recently woke him up in the middle of the night as the bus idled on his corner.
“It’s just like you took my bed, and while I was asleep, moved it to the middle of Times Square,” he said. “Neon signs are showing in my room. Bright, flashing neon.”
Kramer’s doorman, Sabro Sabovic, said several residents have complained about the lights.
“During the day it’s not so bad,” he said. “But if you live on a low floor, it’s bad.”
Titan Outdoor said it made sure the ads are placed on the right side of buses to avoid distracting other drivers.
“We were obviously very concerned with that, and to allay those fears we’re putting them on curbside only,” Etherington said.
The screens are already on the M79 route, and will operate out of the Michael Quill depot in Midtown
I bet they run the swim suit ads when driving down Lee Avenue or 13th Avenue in Brooklyn.
this is great because for example if they come in to a yiddish neighberhood it won’t have indiccent meterial it will have something like sifrei torah or other kosher addvertisements
i now understand why they are giving the bill board companies such a hard time, they are competing
So let me get this straight. I’ll be able to sue the MTA for being racist based on the ads they decide to run in ethnic neighborhoods! 😉
If they are so hi-tech, why can’t they dim them at night?
Will the BP/Williamsburg buses also start to do this?
So the busses will have the daily sefira update upon passing shomer shabbos in BP… Right?