ZetaDisplay wins onboard media contract with Vy Group

ZetaDisplay has secured one of the largest onboard commerce media and digital out-of-home contracts in the Nordics through a partnership with Vy Group. The agreement will transform the operator’s train network into a connected media and passenger information platform.

The deal was awarded through a competitive public tender and covers the deployment of approximately 1,400 digital screens across 135 trains serving Western and Eastern Norway, including the Oslo region. It represents the largest onboard rollout of its kind in Norway to date.

Creating a connected onboard media network

The project combines passenger information with commercial advertising to create an integrated onboard communication system. The aim is to improve the travel experience while also enabling new revenue streams through retail and media partnerships.

The platform will be powered by ZetaDisplay’s Engage Suite CMS, which manages content delivery, programmatic advertising and performance reporting across the network.

Programmatic advertising and real-time targeting

The system will support programmatic digital out-of-home capabilities, allowing advertisers to deliver campaigns based on real-time data. This includes the use of train GPS positioning to enable location-based messaging relevant to passengers’ journeys.

The approach is designed to increase advertising relevance by aligning messages with specific destinations, retail locations and contextual travel environments.

Hardware built for rail environments

The rollout includes custom 32-inch displays developed with manufacturing partner Kuori. The screens are designed for railway conditions and meet EN safety standards, featuring anti-reflective glass and durable enclosures to withstand vibration and temperature changes.

A modular structure has been incorporated to simplify maintenance and reduce downtime, supporting consistent performance across the fleet.

Transport media expertise supports delivery

ZetaDisplay brings more than 25 years of experience in transport and onboard communication systems, with previous projects including Flytoget, A-Train and SJ. This background supports its positioning in the growing transport media and digital out-of-home sector.

The company aims to combine passenger communication with commercial advertising opportunities in a single integrated platform.

Executive perspectives on the partnership

Ola Sæverås, Chief Business Officer at ZetaDisplay: "This is a landmark agreement for ZetaDisplay and a significant milestone in our transport media and DOOH strategy. By combining real-time passenger communication with advanced media and programmatic capabilities, we are transforming onboard environments into connected, data-driven platforms that enhance the passenger experience while creating new commercial opportunities for operators like Vy."

Sigurd Bay, Commercial Director at Vy Train: "We are pleased to partner with ZetaDisplay to bring this innovative onboard system to our trains. By equipping our fleet with these advanced screens, we can keep passengers better informed and make their journeys more enjoyable. This investment is part of our broader commitment to continuously improving the travel experience for our customers."

The rollout is currently in development, with full deployment expected to be completed by the end of the year.

www.zetadisplay.com

www.vy.no

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