Fulton Center’s Digital Out-of-Home Network Reaches More Than 300,000 Commuters Daily
NEW YORK, NY — New York’s first fully digital transit hub, the Fulton Center, has opened to the public featuring the MTA’s largest place-based digital out-of-home network to date with more than 50 state-of-the-art digital signage screens. According to the MTA, more than 300,000 commuters will pass through the Fulton Center each day.
The Fulton Center’s DPB network is managed by Westfield Brand Ventures, a division of Westfield, a leading developer of malls and commercial properties. Westfield will be subletting the commercial space in the Fulton Center and leasing the digital advertising. A series of digital signage screens will be dedicated to MTA customer information including service advisories and train arrival information. In the case of an emergency, the MTA has the ability to override all displays to provide relevant information. The Fulton Center’s customer information system also includes 16 interactive On the Go! Kiosks. The kiosks feature large screens offering customers information about their entire trip, from planning with Trip Planner+, real-time service status, escalator and elevator status and local neighborhood maps. As an added feature, the screens provide news and weather information. Seven additional kiosks, managed by Westfield, will display advertisements and tenant information.
“The new Fulton Center complex is another example of how we are rebuilding Lower Manhattan which will spur a resurgence throughout the area,” Governor Cuomo said. “This new station makes traveling easier for subway riders, and is a beautiful public space for visitors and commuters to enjoy. We now have a new cornerstone in Lower Manhattan, and I am proud to see this unique complex opened to the public.”
Construction of the Fulton Center also included the restoration of the Corbin Building. Built in 1889, the Corbin Building was originally designed by Francis Hatch Kimball, and was named for Austin Corbin, a former President of the Long Island Rail Road. It was added to the National Register of Historic Places in 2003. The Fulton Center project preserved the historical landmark with $59 million in renovations including major structural underpinning, and refurbishment of the interior and façade. The Corbin Building provides an additional street level entrance to the Fulton Center on John Street. At this entrance, escalators are available to bring commuters and shoppers down to the concourse level of the facility to access the Dey Street passageway, retail shops, and the A/C mezzanine.
The opening of the Fulton Center also marked the inauguration of the MTA Arts & Design’s new digital arts program. featuring the work of new media artist Gabriel Barcia-Colombo. Barcia-Colombo’s work, the New York Minute, is a large-scale video installation on display through spring 2015. All 52 digital signage screens will air the video simultaneously for 30 seconds every 10 minutes, six times each hour. Commuters can watch a different sequence each time they walk past the installation space.
Gabriel Barcia-Colombo is a new media artist whose work focuses on collections, memorialization and the act of leaving a digital imprint for the next generation. His work includes video sculptures, immersive performances, large scale projections and vending machines that sell human DNA. It plays upon the modern exigency in today’s culture to chronicle, preserve and wax nostalgic, an idea that Barcia-Colombo renders visually by “collecting” human portraits on video.
“Our customers will recognize themselves in these videos because they do the same kind of things — dancing, laughing, playing, and embracing our children. This work creates a moment of bonding and sense of community that ties us to other people in the city,” said Amy Hausmann, deputy director of MTA Arts & Design. “Gabe’s work reminds us that we’re not alone and that at any given moment in New York, there’s always something else going on too.”
“Fulton Center represents the future of the MTA, so we looked to technology that also would move Arts & Design into the future. A digital arts program gives us the opportunity to offer temporary art, to work with new digital artists and to produce art that engages our customers in a more immediate way,” said Sandra Bloodworth, director of MTA Arts & Design. “Large-scale electronic displays like the one in Fulton Center open up a world of possibility for new media artists to connect with our customers, whether it’s through a piece that makes them pause and smile or inspires a thought that stays with them on their journey.”
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.