LTFRB to require GPS on all PH buses soon

The Land Transportation Franchising and Regulatory Board (LTFRB) is planning to require all public utility buses nationwide to install global positioning system (GPS) devices to strictly impose speed limits and pin point their locations.Initial plans involve fitting GPS devices with an LED-based On Screen Display (OSD) that allows passengers to monitor the actual speed of the bus and other important details.The LTFRB is also working on a mobile application that lets commuters check the time when buses are supposed to arrive at a certain location and how long it will take to reach their destinations.Data from GPS-enabled buses can help authorities gain an unprecedented view on the country’s congested roads but it is also a boon for marketers and brands, opening up a new data stream to tap for outdoor media monitoring.While the medium is ubiquitous, lack of data has prevented marketers to concretize the ROI of OOH media, in comparison to digital campaigns that can be measured by clicks and shares. This is even more evident with bus advertisements that are relatively mobile throughout the day.Attempts to change this include Posterscope Philippines, the out-of-home agency of the Dentsu Aegis Network, which recently beefed up its outdoor media monitoring tool called Prism Monitor. Its clients can now track their OOH campaigns across the country online, albeit using reports from a third-party staff that needs to be on or living near the site.READ: Posterscope launches PH’s first online monitoring service for OOHThe date when the roll-out will begin has yet to be confirmed but the Board said that they have started meetings with GPS providers and suppliers last Monday about technical details and accreditation rules.LTFRB spokesperson Mary Ann Salada confirmed with the Philippines News Agency that the policy for accreditation of GPS suppliers is currently under public consultation and is expected to draw a final decision by next month.The deadline for submission of comments from GPS companies is set on 19 September which will be followed by a consultation meeting with public utility bus companies on 23 September.PICTURE: GoTransit.net.ph