News
New New York subway station gets on the digital signage train
Out-of-home media company Outfront Media Inc. announced it has deployed what it says is "the future of consumer engagement within out-of-home advertising": new app-powered digital smart displays throughout the New York City MTA's all new 34th Street-Hudson Yards station.
September 29, 2015
Out-of-home media company Outfront Media Inc. announced it has introduced what it says is "the future of consumer engagement within out-of-home advertising": new app-powered digital smart displays throughout the New York City Metropolitan Transportation Authority's all new 34th Street-Hudson Yards station.
"Outfront is proud to introduce our new digital displays platform that we believe will change both the way brands think about out-of-home and the way consumers interact with it," said Jeremy Male, chairman and CEO of the company, in the announcement. "We are delighted to be partnering with the MTA to introduce relevant, engaging and smart media in this world-class station. This launch is very exciting and we look forward to working with our clients to create advertising that will break the traditional barriers of digital out-of-home."
The 34th St-Hudson Yards station features 24 separate 65-inch smart displays, all running on Outfront's software environment and app ecosystem. This app-based approach is designed to deliver engaging digital content, management and synchronization functions, giving advertisers control over their creative messages. The high-definition displays also enable screen to screen interaction, whereby messages, images and video jump seamlessly between displays, delivering immersive content in an environment 10 stories below ground without connectivity.
"We are excited that this 21st century station, projected soon to be among the busiest in the city, features state-of-the art digital screens," said Jeff Rosen, director of real estate for the MTA. "When the Second Avenue subway stations open, they too will feature all digital advertising; and over the next five to 10 years we expect to see most if not all of our advertising inventory throughout the MTA system migrate from paper and vinyl to digital."
Initial Outfront advertising partners in the 34th St-Hudson Yards station include Foursquare, Lionsgate, Turner, JetBlue, CBS and Coach. Outfront said it worked closely with these brands to unlock the potential of this new media and reimagine what can be done creatively in the out-of-home space. The digital displays' capabilities will expand in the coming months and into 2016 as additional connectivity is added to the station. Connected displays will enable livestream feeds, and full remote advertiser content control, as well as real-time viewer data and analytics. The new out-of-home technology also will expand outside of transit in the coming months to roadside displays, street furniture and other markets adjacent to the out-of-home space, the company said.
