Big Blue Bus on Verge of Adding Digital Illuminated Ads

Santa Monica's is in the limelight following Thursday's advancement of a bill that would allow its buses to feature digital illuminated advertising. The five-year pilot program could be implemented in other cities if it's successful in Santa Monica.

AB 607, which has been proposed by Democratic Assemblywoman Julia Brownley, passed the California Assembly by a vote of 63-1. It will now go to the California Senate.

The bill would give the green light to the pilot program, which would allow the City of Santa Monica to "display advertising on illuminated signs that change or stream across under certain conditions deemed safe for other drivers and pedestrians," according to Brownley's office.

Digital ads have already been used by transit agencies in cities including Chicago. The ads reduce costs relating to labor and printing, and allow more room for public-service announcements, Brownley's office said.

If the pilot program is approved, the City of Santa Monica would have to report "on any adverse impacts" by July 1, 2016, according to Brownley's office.

“Public transit agencies across the state are struggling to close transit operating budget deficits while continuing to provide vital transit service to their communities,” Brownley said. “Providing them a means for securing more revenue while ensuring the safety of drivers and pedestrians makes good economic sense for local transit agencies.”

A representative for the Big Blue Bus was equally enthusiastic about the bill's passage through the Assembly.

“We believe this pilot program will demonstrate a lucrative solution for transit agencies statewide which are facing crippling decisions like cutting service and increasing fares,” Director of Transit Services Stephanie Negriff said. “In addition to generating funds without any impact to our riders, digital bus ads have been proven road-safe and can actually increase public safety when used to issue missing child or other safety alerts.”