Never believe a marketer telling you that you NEED marketing. Life will go on even with very limited marketing. You and your neighbors do not need it. Capitalism does not fall apart if it gets more expensive to force someone to learn about your product when they do not want to.
1. All cars have a configurable display that shows text. It is constantly scrolling through boilerplate that is not conceivably helpful to anyone, like "Don't spend too much time looking at your phone". But if you watch it for a minute or two, eventually it will briefly display the name of the next stop before going back to the boilerplate.
2. Some cars, but not all cars, have a stylized layout of the subway line embedded over the windows. There are lights running between the stops, and those lights are red if that part of the track has already been covered and green if it hasn't been. The part of the track where the train is currently located, and the upcoming stop, have some other status, which I think is an unobtrusive flashing.
The fact that this map display cannot show any information other than the current location of the car means that it shows this information at all times, making it millions of times more useful than the configurable text display that all cars have and fail to use appropriately.
But there are no ads either way. There's just the good system and the terrible system. I would argue that software to control this kind of display is a fundamentally misguided endeavor - the more controllable it is, the worse the user experience will be, because the people controlling the display are not interested in the user experience.
Why does that screen always cycle through a bunch of worthless messages that hide this information, instead of just displaying the useful information ("next stop: X") at all times?
When I say "local transit authority", I mean organizations like the BART for the Bay Area, the MTA for Chicago, or the MBTA for Boston, my home town. The graphic designers in those places are often responsible for surprising amounts of the look and feel of a city's public transport, so I'm sure they would love to hear your feedback.
MBTA related, I finally rode in a new Red Line car, are those radically different?
It's not quite as nice a feedback loop as ordinary web dev, but I've found a $20 webcam easily pays for itself many times over in this environment. This becomes all the more important as we start to build more advanced software functionality into our product offerings, which is where I really shine despite my undergrad in electrical engineering (I chose EE, like how aspiring writers choose to major in the classics).