The Digital Place-based Advertising Association announced today that New York's Metropolitan Transportation Authority has joined the association. New York City Transit, the division of the MTA that operates the subways and buses, is in the process of rolling out more than 140 ad-supported, On the Go interactive digital travel information screens in subway stations in Manhattan, Brooklyn, the Bronx and Queens.
Paul Fleuranges, senior director, corporate and internal communications, for the MTA, said in the announcement, "We are hoping this digital screen initiative will become a strong revenue source for us since our other digital assets have performed very well. We are joining DPAA because the better informed we are about the digital place-based industry, the more effective our initiative will be. The DPAA is helping to grow the industry by its close work with advertisers and agencies, and we look forward to becoming actively involved in DPAA events and gaining further insight into the industry's best practices."
Barry Frey, president and chief executive officer of the DPAA, said, "MTA's ambitious initiative speaks to the emergence of digital place-based media as a powerful vehicle to reach consumers on their daily journeys. We look forward to providing MTA with our broad range of support services as a means of helping them build a robust and successful network."
According to the announcement, membership in DPAA provides numerous benefits, including access to an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; conference and publication discounts; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the "Video Everywhere" conversation and marketing campaign; and more.