CBS Outdoor’s Digital Urban Panel Network Reaches More Than 2.8 Million People Daily Across NYC
Editor’s Note: CBS Outdoor Americas rebranded as Outfront Media Inc. on November 20, 2014. Outfront Media now trades on the New York Stock Exchange using the ticker symbol “OUT”. This story was originally posted on March 15, 2013.
NEW YORK, NY — CBS Outdoor’s Digital Urban Panel Network was awarded top prize in the transportation category at last night’s Apex Awards ceremonies held in Las Vegas during the annual Digital Signage Expo industry tradeshow. CBS Outdoor was recognized for their exceptional installation of digital signage technology, in addition, Purina’s Beneful campaign, which was showcased at New York’s Columbus Circle’s Subway station took home a Gold Medal for CBS Outdoor in the Transportation category and won Best in Show.
CBS Outdoor’s Digital Urban Panel Network currently includes more than 200 locations that feature New York’s first dual-sided digital signage displays that deliver targeted hyper-local ad campaigns on some of the busiest street corners throughout Manhattan. Sitting on top of subway entrance railings, the stairwell-facing screen rotate static images and a delivers real-time transit information from the MTA that scrolls across the bottom of the screen, while the sidewalk-facing display features full-motion digital advertising campaigns. Another unique aspect of the CBS Outdoor’s advertising network enables the MTA to take immediate control of the Digital Urban Panel Network in an emergency and issue city-wide alerts throughout New York City.
The digital signage installation was done in partnership with Manufacturing Resources International’s (MRI), using MRI’s dual-sided BoldVu 55-inch High-Bright digital signage displays using universal mounts. MRI’s engineering team worked with CBS Outdoor during a 12 month prototype and design phase in 2011 to finalize the digital display’s design around CBS’s specific application requirements. The BoldVu displays provide 2000 nit luminance for optimum viewability in direct sunlight. The display also uses several proprietary technologies that includes MRI’s BrightVu, a feature that helps the display to maintain high luminance levels for up to 30,000 hours. DynamicVu technology which adjusts the display’s backlight LED brightness every 16 milliseconds based on actual content being displayed on the screen, and MRI’s CoolVu, a thermal management system that helps to maintain optimal operational temperatures in NYC’s harsh outdoor environment. All of these features help to reduce power consumption and prolong the life of the digital signage displays, an important issue to CBS Outdoor and the City of New York.
According to CBS Outdoor, the Digital Urban Panel Network reaches more than 2.8 million Manhattan residents, visitors and commuters each day. (1.3 million residents A18+ based on 2005 Census update and 1.5 million influx workers based on Scarborough R204, 12-month. survey). More information on CBS Outdoor’s (Outfront Media) digital out-of-home networks is available here.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media