Bright lights, big buses.

The MTA is rolling out -- and lighting up -- 10 Manhattan buses with massive LED screens showing filmed advertisements in the next few weeks.

The agency hopes the ads -- which change according to the neighborhood they're in along the route -- could bring in up to five times the amount of advertising as the low-tech, standstill variety.

A built-in GPS receiver changes the preset advertisements according to ZIP code and demographics.

"So if you're going down Lexington Avenue and the bus is at 65th Street, it could start advertising, hypothetically, Bloomingdale's," said New York City Transit spokesman Paul Fleuranges.

Advertisers currently pay about $1,750 for the current display ads, and the MTA didn't pay for the screens or for hanging them onto the buses, a spokesman said. Titan Outdoor purchases and is responsible for the flat-screens.

Officials at the company said the 10 buses are a tryout, and they hope to ultimately install 200 more. "It would be an unprecedented number," said Dave Etherington, a senior vice president.

By Kevin Fasick and Tom Namako

• Digital Screens have achieved critical mass in major cities.
• People notice screens and have a positive attitude towards them.
• Ad recall on digital screens is high.

Outdoor Advertising on static sites full year revenue decreased by 3.8% whereas digital revenue for the same period increased 57%. That is amazing!

Alan James the CEO of the OAA commented "Against the backdrop of the current economic climate both results are more than satisfactory. One of the driving forces behind this performance has been the continued increase in digital screen revenue. Digital screen revenue in 2008 accounted for 7.1% of all Outdoor revenue."