How Fast Can I Get Out of Town? Outfront Media’s Digital Billboard Uses Real-Time Data to Calculate Travel Duration
NEW YORK, NY — Outfront Media has launched a new 2200 square-foot digital billboard at 1500 Broadway in New York’s Times Square, the first outdoor display to be connected to the company’s ON Smart Media platform. The key feature that separates this digital billboard from every other display in Times Square is that the screen is app-enabled. The location is the first digital billboard deployment utilizing ON Smart Media’s Liveboard, a cloud-based advertising platform with advertising.app (ad.app) technology that consists of connected, digital displays that run Android-based applications.
JetBlue and Barclaycard are the first advertisers to use the new digital billboard. JetBlue is running a TrueBlue loyalty campaign that was developed in collaboration with Outfront Media to showcase how customers can fly faster than they think to a destination.
The JetBlue Card ad.app utilizes multiple real-time data feeds in conjunction with a complex rules engine to calculate and visualize the travel time needed to catch the next JetBlue flight departing New York City’s John F. Kennedy airport to a selection of destinations. A series of connected data feeds take into account traffic time, airport dwell time and flight information to inform a countdown clock, which tracks the overall travel duration to featured destinations.
According to Outfront Media, their ON Smart Liveboards are true Internet of Things (IoT) displays designed from the ground up to function autonomously. Outfront believes that personal computers, mobile devices and out-of-home displays should be technological equals, differentiated only by the audience and the conditions surrounding the screen.
“This is a city renowned for advertising and innovation, and we are thrilled to debut the world’s first large format billboard with ad.app technology in Times Square,” said Andy Sriubas, Executive Vice President, Strategic Planning & Development, Outfront Media. “JetBlue and Barclaycard have always been forward thinkers. They have created a standout digital campaign, which earns the attention of consumers using dynamic engaging content on an enormous vivid display. Their amazing team took advantage of conditional triggers, adaptive creative and other cutting-edge technology to enhance the experience for the hundreds of thousands of pedestrians who pass through Times Square each day.”
“The Outfront collaboration presented a unique opportunity to engage and educate our customers,” stated Philip Ma, JetBlue’s manager of advertising. “In partnering with an innovative media company, we are able to tap into the ever-growing digital trend while creating awareness around the new JetBlue Card issued by Barclaycard.”
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
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. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.