Display Technology

Pearl Media's OOH makes splash in Nashville

Pearl Media's OOH display in downtown Nashville promotes country musician Kacey Musgraves' new album. Provided

October 28, 2021

Pearl Media's creative, eye-catching OOH campaign is making a splash in downtown Nashville, according to a company press release.

Founded in 2006, the Montclair, New Jersey-based Pearl Media began in OOH by transforming large buildings into wallscapes and empty storefronts into immersive digital experiences.

Pearl has grown its capabilities by partnering with real estate assets within major cities in the U.S. to create experiential digital signage networks. Their latest venture is a digital and static signage network at Nashville's Fifth + Broadway development, which opened to the public in early 2021.

Fifth + Broadway is an urban revitalization project. The location includes a food hall, live entertainment venue, shops, luxury apartments, and an indoor and outdoor mixed-use facility.

Pearl Media's Fifth + Broadway digital network includes 15 displays: a large-format "Welcome to Nashville" LED display that overlooks the Lower Broadway strip, the L Street Live sign that sits above a wide corridor, two large format LED screens at the district's National Museum of African American Music, and 11 street-level kiosks, each of which is a 55-inch display. Partnering with Pearl Media at this location allows advertisers to reach an estimated 255,000 visitors weekly, who have an average dwell time of about 70 minutes in the district.

"One of our main objectives in the development of this network was to utilize the LED displays not just for advertising but to serve as a complement and extension of the Fifth + Broadway experience, engaging and entertaining visitors while they enjoyed the many other benefits of this exciting new property," Jen Almeida, COO of Pearl Media, said in the release.

Some notable live events screened here recently include National Hockey League playoff games and the Fourth of July celebration.

While events are being streamed on the "Live" screen, supporting screens keep ads running to ensure advertisers are continuing to get plays. Beyond that, the kiosk level screens also offer touchscreen capabilities, which can be used for custom interactive experiences.

To operate a large-scale digital rollout, Pearl Media entrusted Broadsign for the project.

"We have ambitious plans for our Fifth + Broadway installations, and Broadsign offered us the flexibility to build out our network as we needed it, and the flexibility to adjust and grow as our needs change in the future. We have several screens all synchronized, and regularly livestream huge events to a custom resolution for public watch parties on our displays. I was able to build everything out by myself using Broadsign, and I'm excited to continue adding new technology to our network to bring more creative ideas to life in the future," Larry Curran, Digital Content Manager at Pearl Media, said in the release.