For the first time in California history, digital advertising will be allowed on the side of public transit buses as part of a pilot program to determine if such advertising methods will be a distraction to motorists.
The state legislature granted the Antelope Valley Transit Authority (AVTA) a five-year pilot program to study the impacts on traffic safety. The AVTA will work with the California Highway Patrol to ensure the program is closely monitored in order to provide transparency. If the results determine there is no cause for concern, digital advertising on public buses may one day become legal statewide.
“The Antelope Valley is a prime location to host this important pilot program,” said Rep. Steve Knight representing California’s 25th congressional district. “With a lack of traffic issues, the AV is the perfect community to provide the legislature and CHP with a comprehensive analysis of digital bus advertising and traffic safety.”
Knight helped write the legislation for this proposal, when he served in the state assembly. He’ll be present on April 10 at Lancaster City Park, 43063 North 10th St. West, for an unveiling ceremony of the new buses. State Sen. Sharon Runner and Assemblyman Tom Lackey are also expected to attend the unveiling.
Presently, many transportation systems use vinyl adhesive to advertise on transit buses; the printing installation process is costly because it requires expensive material and skilled labor. Digital advertising signs would supposedly eliminate both of these expenses and thereby provide future advertisers with a more affordable method to reach their customers. AVTA officials also say the pilot program may encourage the state’s transit advertising industry to keep using the advanced technology.
“The board and staff of the agency are accustomed to being out in front of new programs, and this is just another example of AVTA leading the way,” said Marvin Crist, AVTA vice chairman. “We are excited to unveil our new digital advertising sign, and we are pleased that our very first advertiser will be the R. Rex Parris Law Firm. The Antelope Valley is an ideal location for this pilot program and we believe that it will provide benefits to our customers as well as more affordable advertising opportunities to our business community.”
The AVTA serves a population of more than 450,000 residents in the cities of Lancaster and Palmdale, as well as the unincorporated portions of northern Los Angeles County.
