LinkNYC Ad Network Bridges Digital Divide with Free Wi-Fi Service, Nationwide Calling and Charging Stations
NEW YORK, NY — The City of New York has approved a plan to replace its aging payphone infrastructure with a state-of-the-art communications network called LinkNYC. The new network will be rolled out citywide, and when completed it will bring the fastest available municipal Wi-Fi service, up to gigabit speeds, free of charge to millions of New Yorkers.
But that’s only part of the story, the launch of LinkNYC also marks the roll out of one of the largest municipal place-based digital out-of-home advertising networks in the United States. The LinkNYC network will be funded through advertising revenues and will be built at no cost to taxpayers generating a projected $500 million in revenue for the City over the next 12 years.
CityBridge has developed two totem-style street-level units, one for commercial and the other for residential placement. The commercial units will include two 55-inch digital signage displays (above left) that will show advertising and public service announcements. The first 500 LinkNYC totems should be in place by the end of 2015, and up to 10,000 additional LinkNYC units should be rolled out across all five boroughs by 2019. Titan would oversee LinkNYC’s operations and manage the network’s advertising program.
“With LinkNYC, we have the opportunity to set the new standard in how municipalities deliver Wi-Fi to residents while reinventing the digital advertising sector, enabling the city to generate millions in new revenue. We are proud to serve as the managing member of CityBridge and honored to work with New York City to make LinkNYC a reality,” said Dave Etherington, CityBridge member and Chief Strategy Officer, Titan.
CityBridge is a New York City-based consortium of leading experts in technology, advertising, connectivity and user experience. CityBridge’s members include Titan, Control Group, Qualcomm, Comark, Transit Wireless, and Antenna Design.
According to CityBridge, the LinkNYC network will bring the world’s fastest, free municipal Wi-Fi to millions of New Yorkers, small businesses and visitors in all five boroughs, and help span the digital divide between people of various physical, technical and financial abilities to connect all NewYorkers to the opportunities that Internet access affords. The LinkNYC network will provide a range of other services including free phone calls to any where in the United States and a touchscreen tablet interface to access City services, wayfinding, 911 and 311 calls, and serve as a free charging stations.
“Control Group is excited to be leading the user experience strategy and technology development for LinkNYC – a program that will fundamentally transform New York City and set the standard for Responsive Cities for years to come with super-connectivity, accessible City services, open data and insight-driven advertising,” said Colin O’Donnell, City Bridge member and Founding Partner at Control Group.
Editor’s Update: Control Group and Titan will merge and be acquired by a consortium of investors led by Sidewalk Labs. The new company, named Intersection, combines both companies’ expertise in technology and innovation. Sidewalk Labs’ CEO, Dan Doctoroff, will serve as the Chairman of Intersection. Sidewalk Labs is backed by Google and is based in New York City.
Photos courtesy: CityBridge
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