Digital Signage in public transport: inform and entertain
Displaying schedules and stops is just one of the applications of Digital Signage in public transport. Stopping there, however, would be limiting. Here, we explain how to fully leverage monitors and digital kiosks in buses, subways, stations, and waiting areas.
We’re on the brink of a comprehensive transformation in transportation, affecting both public and private sectors. Autonomous vehicles, electric cars, and driverless buses and trams are only some of the innovations the future holds—a future that’s closer than it may seem.
We already see glimpses of this transformation, particularly through the integration of digital media and information technologies, which are making public transport smarter, more efficient, and more adaptable. Digital Signage plays a crucial role in this evolution, in ways that go far beyond simply helping people find their way or checking schedules.
Digital displays, whether in transit stations or on vehicles, are ideal for delivering information and entertainment. In this article, we’ll cover the types of content you can deliver with these tools and how to share them effectively.
3 ways to use Digital Signage in buses, subways, stations, and waiting areas
Gone are the days when screens only displayed the destination name or a robotic voice announced stops. Now, more interactive, engaging, and user-friendly alternatives are available to maximize the potential of Digital Signage in transit environments. Here are three application scenarios we’ll explore in greater detail below:
- Smart Wayfinding
- Real-Time Updates
- Entertainment and Branding
Smart way finding
Regular commuters and new visitors alike need clear directions. Often feeling stressed or rushed, travellers find digital wayfinding kiosks that offer clear, intuitive directions invaluable.
These kiosks go beyond static displays by allowing users to select their starting point and destination, ensuring they see only the routes and transportation options that matter to them. Some features that enhance this experience include:
- Adapting the map view based on the user’s orientation,
- Offering multiple route options for the same timeframe.
For example, Philadelphia’s suburban station hosts interactive kiosks that provide personalized directions, service information, free Wi-Fi, and even USB ports for device charging while passengers wait for their train.
Real-Time updates
Most of us have waited for a bus that was late or never arrived. Reflecting on these moments, we realize that the most frustrating part is not the delay itself but the lack of notification, which would have allowed us to plan accordingly.
Digital Signage monitors and kiosks make it possible to avoid such situations. With a media player and a strong Wi-Fi network, you can provide travellers with real-time schedule and service updates. Examples of real-time updates include:
- Arrival times,
- Emergency alerts,
- Delays or cancellations,
- Travel tips and guidelines.
Moreover, Digital Signage can inform waiting passengers about the capacity of incoming vehicles, allowing them to make smart boarding choices. If travellers see on the monitor that an empty bus is arriving shortly, they’re more likely to wait, ensuring a more comfortable journey and preventing delays or overcrowding. This is possible by installing sensors that measure occupancy inside vehicles. The data can then be displayed to both those waiting and those on board, helping people locate the least crowded areas.
In the Netherlands, for example, monitors show the occupancy level of trains and available seats on board. At each stop, these displays also indicate which doors are best for boarding to ensure finding a seat.
Entertainment and branding
Digital Signage screens in waiting areas and bus shelters have replaced static posters and billboards. Thanks to rich media content, these screens convey messages in a dynamic way that captures the attention of users who are accustomed to the constant stimuli of apps and social media.
What content can these monitors display? News, weather, and sports scores are popular, but you could also include games, quizzes, or updates on local events, cinema, and theatres. Essentially, any content that can attract attention and make the journey more enjoyable works well.
While we’ve mostly discussed how Digital Signage enhances the passenger experience, it also benefits businesses. Transit hubs like subway, bus, and train stations are ideal locations for launching brand campaigns. Travellers, if not busy on their phones, are naturally drawn to videos and images on large displays. The colours, sounds, and motion on video walls, LED walls, and monitors quickly capture their attention. And if their train isn’t due soon, they’re likely to stop and take in the message.
With Digital Signage integration with external data feeds and tracking tools, you can create personalized ads, showing users only what truly interests them.
Enhancing the travel experience with Digital Signage
In summary, strategically implemented Digital Signage can enhance both the passenger experience and provide significant advantages to businesses using it as an advertising channel.
Passengers gain quick, easy access to the information they need, especially if touchscreens are equipped with an intuitive user experience. Businesses promoting their brand through this technology will benefit from Digital Signage’s emotional and structured communication, designed to make a strong visual impact.
If displayed on a touchscreen, businesses can deliver personalized messages and promotions directly to the viewer in front of the screen.
Are you a transit company or an advertiser seeking new channels for brand promotion? You’ll surely find valuable ideas here. Now, it’s time to put them into action.