OUTFRONT Media Rolls Out ON Smart Media Platform at TurnStyle Columbus Circle
Gail Chiasson, North American Editor
New York-based OUTFRONT Media Inc., one of the largestout-of-home media companies in the U.S., has announced the next strategic deployment of its ON Smart Media platform at TurnStyle, the dining and retail concourse now open at the NYC MTA’s Columbus Circle Subway Station.
Powered by OUTFRONT’s ON Smart Media’s cloud-based, app ecosystem, TurnStyle’s retailers and advertising partners can deliver compelling, contextual messages in real-time to enhance the customer experience.
This project builds on OUTFRONT’s existing partnership with the MTA and their initial digital advertising deployment at the 34th Street Hudson Yards station.
Vertically-oriented digital displays are installed at the entrance and on a series of columns throughout the station’s 30,000 square foot concourse, creating a dynamic experience for both the users and businesses involved. Visitors can interact with the displays, access a directory of stores, participate in promotions, and connect with social media platforms affiliated with TurnStyle and its more than 30 retail and food vendors.
ON Smart Media’s content, which will be a mix of advertising and information curated from TurnStyle’s vendors, will seamlessly jump from one display to the next in order to create an engaging spatial experience. The integrated set of hardware and software capabilities delivers relevant messages on a global scale. Further, the content can be targeted to specific audiences based on any numbers of triggers, such as time of day, weather, and real-time retail promotions.
TurnStyle is centrally located in Manhattan’s Columbus Circle transit hub. OUTFRONT Media’s app-based infrastructure, data management platform and purpose-built hardware will enable passenger communications, wayfinding, emergency messaging and advertising at grand scale.
“This is the next phase of ON Smart Media in Columbus Circle, which brings interactivity to a new environment and mixed use space of retail, dining, and transit,” says Andy Sriubas, OUTFRONT Media’s executive vice-president, strategic planning and development. “Our involvement in this state-of-the-art venue concept continues to leverage the technology and skill acquired last year from Videri. By combining the visual impact of outdoor with the precision and dynamism of digital, we are delivering quick and beautiful content in this retail center and continuing to expand the reach of the ON Smart Media platform.”
“TurnStyle’s partnership with OUTFRONT Media has resulted in a one-of-a-kind public space for the 90,000-plus commuters who pass through the Columbus Circle station every day,” says Susan Fine, TurnStyle’s project developer and principal at Oases RE. “We are making more information about our vendors available directly to our customers, which enhances the dining and shopping experience in a way that is totally unique for a retail destination.”
TurnStyle’s digital columns are the first public retail application of the ON Smart Media platform in a mixed use shopping and dining venue. In New York specifically, the displays can be seen at 34th Street Hudson Yards and in the Tribeca Film Festival.
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