The Metropolitan Atlanta Rapid Transit Authority (MARTA) and CommuterAds are launching a dynamic advertising partnership that offers a new communication tool and generates revenue for the transit system.

The company’s technology platform enables advertisers to connect directly with MARTA customers at specific times and locations using onboard bus monitors that scroll digital audio, visual and text messages.

The CommuterAds platform works like this: Every time a bus passes an advertiser’s location of choice, a 15-second audio spot plays through onboard speakers. To reinforce the audio message, a visual text message is displayed simultaneously on the same bus marquee that also provides passengers with route information. The accompanying visual text can include an advertiser’s website URL, address, phone number or call-to-action.

“MARTA has consistently been on the leading edge of innovation,” said Keith T. Parker, GM/CEO for the transit system. “This partnership with CommuterAds will allow us to communicate in an effective way with our customers and begin growing new revenue streams for the agency.”

CommuterAds currently partners with 11 transit authorities throughout the U.S. and is a 12-time, first place winner of The American Public Transportation Association’s annual Ad Wheel awards recognizing the best creative digital campaigns in North America.