According to the embodiments of the invention, methods and apparatuses are used for observing the movements of passengers on transport conveyors and presenting advertisements thereon. Steps on an escalator or other conveyer employ touch screens and/or detectors which determine the brand & style of a shoe placed on the step. An image-forming module projects advertisements and other media content onto a transparent glass surface that is viewable by the passengers. The media content is selectively displayed based on the brand and/or style of passengers' shoes. Passengers may interact with the media content via the touch screen by carrying out gestures with their feet. Passenger interest in certain ads is detectable and may be used for consumer research purposes.