OUTFRONT Media Launches Dynamic Cloud-Based DOOH Signage at New 34th Street – Hudson Yards Station
Gail Chiasson, North American Editor
New York-based OUTFRONT Media Inc., one of the largest out-of-home media companies in the US, has introduced what company management says is the future of consumer engagement within out-of-home advertising: sleek, elegant, app-powered digital smart displays throughout the New York City Metropolitan Transportation Authority’s all new 34th Street – Hudson Yards subway 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,” says Jeremy Male, chairman and CEO, OUTFRONT Media. “We are delighted to be partnering with the Metropolitan Transportation Authority 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.”
“This 21st Century station, projected soon to be among the busiest in the city, features state-of-the art digital screens,” says 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.”
The 34th St-Hudson Yards station features 24 separate, 65” smart displays, all running on OUTFRONT’s software environment and app ecosystem. This app-based approach delivers engaging digital content, management and synchronization functions, giving advertisers unprecedented control over their creative messages. These crisp, high-definition displays 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.
Initial OUTFRONT advertising partners in the 34th St-Hudson Yards station include Foursquare, Lionsgate, Turner, JetBlue, CBS and Coach. OUTFRONT 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. This dynamic out-of-home technology will also expand outside of transit in the coming months to roadside displays, street furniture, and other markets adjacent to the out-of-home space.
At The DailyDOOH Investor Conference this year, Outfront Media CEO, Jeremy Male will keynote with a presentation entitled ‘OOH: Creating the Constellation for the IoT‘.
Registration for the event, which takes place Nov 4, 2015 during New York Digital Signage Week can be found here.
09.30 OOH: Creating the Constellation for the IoT | Jeremy Male | CEO | Outfront Media
In a world where consumers are increasingly mobile and inherently connected through smart devices and to social networks, the role of out of home and digital out of home- more than any other media- is strengthened by an ability to drive, connect and accelerate engagement with consumers to brands. New digital technologies, audience-defining data, and enhanced creative are transforming the space, while the physical nature of the medium guarantees the connection and keeps it real.
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