TTC considering flip-book style advertising on subway tunnel walls
CBC
More ads could soon be coming to Toronto’s subway system.
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.
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