Those of you who have seen the film "Planes, Trains, and Automobiles" with John Candy and Steve Martin know what a headache public transportation can be. Any type of mass transit system can benefit from digital signage. There are countless inefficiencies in public transportation, many of which are the result of communication failure. When I was at Digital Signage Expo East last year, I was briefly lost underground Philadelphia's subway system. It was not for a long time, but 10 minutes to some could mean a great deal depending on real and perceived time constraints. Hence, digital signage in the transportation sector can often be a necessity. 
Digital Signage as a Transportation Wayfinding Tool
The use of digital signage in the transportation sector is truly in its infancy. This sector is still largely untapped. My initial contact with a very specific niche leader in this space happened about two years ago when I met with Mike Draghici, the President of Seattle Digital Signage. Draghici's company has a "home grown" software solution they've installed on numerous taxi cabs throughout the city. Their system integrates with GPS for both wayfinding and advertising purposes.
I currently am aware of several RFPs in the United States issued by major state-wide transportation organizations. In most cases, these RFPs are too large and too far-reaching in their requirements to be fulfilled by a single company. Digital software and hardware act as a very small component to the entire system, especially when the orgs want GPS to track and report the precise location of cars and carts changing speed and direction regularly. Such systems' complexities require unique software fits often not had in our industry.
Digital Signage as a Transportation Advertising Tool
Of course we know digital signage can be used for advertising. In fact, it seems getting major media buyers/planners in on the digital signage bandwagon is what the industry is currently pushing for. In the case of transportation, however, major buyers are not necessary. Seattle Digital Signage is a great example. Because Draghici and his team have created a system that knows where the taxis and buses are, they can specifically target for businesses within a block radius of where the car is located. This makes for an easier advertising sale. Think about the pitch, "oh, and your specific ad will display as a the businessmen drive by your establishment, creating two impressions for your business: the impression of your establishment itself and the impression of the ad in the car." Effective indeed.
Integrating the software with mobile phones can allow an advertiser to send out coupons to business travelers being transported within a city. While travelers are only availabe for a limited time, it is a great method for targeting a one-time customer. SMS mobile coupons can also give such advertisers a boost to their resultant ROI measurement.
ADA Compliance
Let us not forget that public transportation often requires compliance with the Americans with Disabilities Act (no, not the American Dental Association). This means the signage not only must be able to be seen by passersby, but also heard. This requirement often eliminates a good chunk of the possible vendors seeking to win the bid. The ADA Compliance document is a 92 page treatise on what is required to make any system, building, or venue in observance of the standards. The document includes information on audio vs. visual requirements for the deaf and blind, including placement of such devices for the disabled. Such requirements are overlooked, but are of extreme importance.
Benefiting Transportation Sectors
Taxi cabs, trains, buses, planes, golf carts, and even horse drawn carriages may all benefit from digital signage--both inside and out. I spoke with a gentleman a while back who was running signage on his pedicabs. In most cases, stations where people wait for such transportation, are more beneficial for wayfinding than the signage inside the cars themselves. Why? Because wayfinding signage helps passengers be where they need to be, when they need to be there. Once they are on the trolley or the train, they are more apt to relax and look at advertising --unless they have a connecting tram or flight. In the event that the passenger does have a connection, the signage can alert them when to get off and where to go. In the instance when the signage is integrated with GPS, it can display precise times for destination arrival.
As we continue to see integrators vy for installations with transportation operators, we will see much more integration of software that was heretofore unrelated. In reality, digital signage itself is an marriage of AV and IT. Integration will continue to increase the complexity of these systems. Simultaneously, it will be great to numerically measure the increase in efficiency these systems will create. The future here is all-to-exciting!
How have you seen our industry benefit the transportation sector? In what ways do you see a greater penetration to this niche?
