Scala hits the road in Russia with MegaBus
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By Caroline Jones
12 February 2013
The Scala-powered screens on the MegaBus services display location-specific advertising during the journey
More than 300 Scala-powered digital signage displays have been installed on MegaBuses travelling to Mega shopping centres in Russia's two largest cities, Moscow and St Petersburg, helping advertisers to reach some of the 1.2 million passengers on the service. The installation was carried out by Scala partner Captivate Media powered by IMTV.
Scala players were installed on 104 buses along with three 22" (56cm) HD LCD screens in each vehicle, which maintain permanent contact with MegaBus offices via a satellite connection. During the 40 minutes of spare time on the journey, the screens now show a mixture of 'infotainment' and advertising relevant to products and events at the destination, reaching an audience comprised mostly of affluent women aged 20 to 40.
"Scala makes it possible to use ultra-low-cost PCs which are compact in size," explains Tony Yammine, chairman, IMTV. "This is an important factor when it comes to large-scale installations and limited space.
"Scala allows for flexible and highly automated publishing and updating of content on players located in both Moscow and St. Petersburg. Moreover, the content can reflect the local regional features of each city."
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