How do you open bus stop ads?

Why are the ads on the Seattle Metro bus hood displayed with the top towards the front of the bus?

• Unless I am sitting directly behind the bus driver, it's hard to read the ads in this orientation. Sometimes, the 'exit at rear of bus' signs are also at this orientation. It's hard to read if I'm moving towards the front of the bus. It's only easy to consume the content if I'm facing the rear of the bus, aka boarding. However, that's when I'm actively looking for a seat before the bus starts moving again, which means I barely look at any ads. If I am sitting in the handicap/priority seating right by the driver, I don't look towards the rear of the bus (similar to not facing backwards in an elevator). What's the thought process behind orienting these ads and notices this way?

• Answer:

  This is just a guess, but I think you've already answered your own question: It's only easy to consume the content if I'm facing the rear of the bus, aka boarding and thus actively looking for a seat. I'm guessing that there's been some research done into people's awareness levels and attention span while on the bus, and that the results have shown some effect associated with people's eyes skimming past these ads as they board.  Maybe it has something to do with different cognitive processing while looking for a seat?  Once you're settled into your seat, you might tune out your surroundings, but while you're looking for one, you're more aware of what's going on around you. It's also possible that there are economic constraints here - maybe the ceiling ads are cheaper than those on the sides?  It wouldn't be unheard of for a transit system to start slapping advertisements on every possible surface in order to try to pump up revenue, and differential pricing is a necessity when that happens.