"The Toronto Transit Commission (TTC) is considering putting flip-book style ads on the tunnel walls next year as part of its non-fare revenue strategy, according to a proposal going before the TTC board next week. The transit agency is looking at a 15-year contract with the Canadian ad agency adtrackmedia, which added its in-tunnel motion advertising to parts of Vancouver's SkyTrain system in 2022, the proposal says. The idea is to install vertical lights along the walls, which would appear as video ads from inside the speeding train."
"The transit agency, which is drawing about $35 million from its reserves to cover the 2026 operating budget, is looking to optimize advertising revenue opportunities by adding up to six tunnel advertising systems to subway tunnels ahead of next summer's FIFA World Cup, the document says. The transit agency is currently in negotiations with adtrackmedia. City staff said the company approached the TTC with a proposal for in-tunnel advertising back in 2022, and the transit agency has been monitoring its use in other cities, including Vancouver, for over two years."
"Right now, the TTC generates about $32 million each year through traditional and static ads through its agreement with Pattison Outdoor Advertising LP, the proposal says, including print and wrap. The proposed initiative with adtrackmedia would diversify the TTC's non-fare advertising portfolio, attracting a new group of advertisers, reduce reliance on a single vendor, and enhance the resilience of the TTC's commercial revenue strategy, city staff wrote in the proposal."
TTC is negotiating a possible 15-year contract with Canadian ad agency adtrackmedia to install flip-book style in-tunnel motion advertising using vertical lights that create video-like ads visible from moving trains. The concept follows installations added to parts of Vancouver's SkyTrain in 2022. The agency plans to add up to six tunnel advertising systems ahead of the 2026 FIFA World Cup to optimize non-fare revenue while drawing about $35 million from reserves for the 2026 operating budget. Current annual revenue from traditional and static ads is about $32 million. The initiative aims to diversify advertisers, reduce single-vendor reliance, and strengthen commercial revenue resilience.
Read at www.cbc.ca
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