A server apparatus 20 that is connected, through a communication network 11, to a mobile terminal 40 for reproducing a content and to a ticket gate machine 30. The ticket gate machine 30 detects that a user's entrance into a station area or boarding onto a vehicle, identifies at least a boarding zone, and notifies the identified boarding zone to the server apparatus 20. The server apparatus 20 includes a required duration calculating unit 22 which calculates, based on the boarding zone notified by the ticket gate machine 30, a duration for a user traveling by the vehicle, a content selecting unit 23 which determines a content whose reproduction is completed within the calculated duration, and a data transmitting/receiving unit 21 which delivers the determined content to the mobile terminal 40.