A new plan is underway to bring television and digital advertising into subway trains in North America.
The Toronto Transit Commission plans to be the first public transit system in North America to employ such technology, which will be tested this spring, according to The Globe.
The “smart ads” will deliver news, weather and continuing commuter updates from the TTC to about 850,000 riders.
The ads will include customized messages based on the TTC rider’s location. It will not only advertise the pizza franchise, but also give directions to the nearest pizza location.
There will be four 17-inch screens in each car, and up to eight 40-inch screens on each platform.
The ads will occupy half of the screen, while the other half will get news and weather information updated as the train passes through each station.
The technology is being developed by Onestop Network, a Toronto-based private firm, which will begin a three-month service trial in May or June. The company plans on adding interactive services, which could allow people to use their own laptops or handheld computers on the subway.