Usually public toilets are place where there is no advertisement. However i think people spent nearly 10 min in the toilet. At the time they are using toilet, they are not talking on phone nor doing any thing. Just staring at the door and may be thinking something. One can keep the advertisement on the door so that when it closed, one using toilet has to look at it. Advertisement can also be kept at the face level at the men's urinal. The revenue generated by this can be used in maintenance of this toilets.
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I have seen this done in the US, mostly in bars. I've always thought it was a good idea. The ads are often for concerts or other local events. It's a good way to cover graffiti. They get replaced fairly often, so it doesn't matter if they get abused. I've seen it in other places too.
I have seen newspapes framed above Urinals. At my school we have "Potty Mouth", which is a poster hung from the coat hooks in stalls. It contains articles from the school paper.
Perhaps large news organizations can post news to read encouraging folks to visit their websites or watch broadcasts.