IRG Cellular Routers Deliver Connectivity for Outdoor Digital Bus Ads

SVi Digital, an early innovator in digital display advertising, is transforming outdoor advertising with unique and patented screen technology that replaces static posters on the exterior of buses with vibrant digital screens. Featuring dynamically changing ads and real-time information that updates along a route, the communication potential is huge for cities, advertisers, and consumers. But this innovation requires more than just a display. It requires uninterrupted connectivity to stream ads from a central location to moving buses.

The challenge? Transit environments are harsh. Routes cover rough terrain, buses experience constant vibration, and connectivity must remain stable across urban and rural areas. SVi Digital initially considered IoT devices for remote connectivity but quickly realized they lacked the ruggedness, advanced functionality, and security required for this application.

Why Cellular Connectivity is Critical for Dynamic Ads

To make dynamic advertising possible, SVi Digital needed routers that could:

• Provide high-speed 5G connectivity with 4G failover for uninterrupted streaming.
• Survive harsh transit conditions with military-grade shock and vibration resistance.
• Ensure robust security for streaming over a cellular network, including VPN support.

The Perle IRG Cellular Routers, built for automotive and transportation deployments, checked every box. Built for rugged environments, it is certified to MIL-STD-810G for shock and vibration resistance and housed in an IP54-rated die-cast aluminum enclosure. Its advanced feature set includes:

• 5G with 4G LTE fallback for seamless connectivity.
• Integrated GNSS (GPS, Galileo, Glonass) for real-time location tracking.
• Over 30 security features, including zone-based firewalls, remote authentication, and advanced encryption.
• Low power consumption (less than 1 Watt) with intelligent power management modes.

Unlike consumer-grade IoT devices, the IRG 5G Router delivers industrial-grade reliability and security without hidden subscription fees for updates or features.

Deployment and Results

Despite the obvious potential of streaming digital ads on the sides of buses, SVi Digital needed a proof-of-concept deployment to demonstrate the technology's viability. For several years, SVi Digital’s media partner has been successfully streaming ads from a central production facility in London directly to buses in Belfast equipped with Perle IRG 5G Routers. The routers connect via Ethernet to a micro-PC that drives the exterior digital screens.

The results speak for themselves:

Routers are obviously a key part of the whole communications package, says Graham Slane, Founder and CEO of SVi Digital. And as far as the IRG 5G Routers are concerned, they've been stable from day one. No complaints whatsoever. A gold star.

The proof-of-concept exceeded expectations, delivering reliable, secure connectivity that enables dynamic, real-time advertising on moving buses.

Why It Matters

Dynamic bus advertising is more than eye-catching. It’s contextual and targeted. Ads can change based on location, time, weather, or events, creating new revenue streams for transit authorities and advertisers. The appeal is powerful:

• Impactful. The dynamic ads change in real-time over the course of a route with animation and video in vivid colors that capture attention and are more easily recalled later.
• Flexible. The ads and other messaging can be changed or updated on the go from anywhere. New advertisers can get their message out in minutes, without waiting for printed displays to be created and manually placed.
• Affordable. Once the technology is set up, the costs to run the ads are low and reasonable. No printing, shipping, or manual changing of posters.
• Sustainable. Digital screens use some power but produce no physical waste until end-of-life, unlike printed posters, which are discarded regularly.
• Targeted. The crown jewel. Specific ads can be served as buses pass through neighbourhoods, tourist attractions, or public events that correspond to the demographics advertisers seek to reach.

None of this is possible without a rugged, secure, and reliable connectivity backbone. With Perle IRG Cellular Routers, SVi Digital is leading the charge in outdoor digital innovation.