Outfront Expands WMATA DOOH Network to 14 Metrorail Stations

DC Metro Transit Testing DOOH Advertising Screens

Outfront’s ON Smart Media Network Adds New Station Across Washington, D.C., Maryland and Virginia

NEW YORK, NYOutfront Media has expanded its partnership with the Washington Metropolitan Area Transit Authority (WMATA) with the addition of 14 Metrorail stations across the District of Columbia, Maryland and Virginia. WMATA and Outfront deployed a successful proof-of-concept at the Green Line’s Navy Yard station earlier this year. The Metrorail network is the second-busiest rapid transit system in the United States in number of passenger trips, after the New York City Subway.

“We are pleased to announce the completion of the latest phase of the ON Smart Media platform in the WMATA system. Our ongoing deployments across the country are helping transform transit advertising,” said Andy Sriubas, Outfront Media’s Executive Vice President, Strategic Planning & Development. “WMATA is one of the most progressive transit authorities in the U.S. when it comes to digital advertising and customer communication. We are proud to be working with next generation thinkers.”

Working during limited hours overnight, this installation was quick to complete with a single small crew, largely due to Outfront’s new screen design, low power requirements and wireless connectivity. The ON Smart deployment now consists of 31 screens across 15 stations and each state-of-the-art 65-inch vertical display offers static imagery, full motion video, full synch capabilities and real-time dynamic content triggers. WMATA and Outfront are preparing additional rollouts prior to year-end.

Adding to the initial deployment at Navy Yard, the new stations include Judiciary Square, Archives-Navy Memorial, Columbia Heights, Dupont Circle, Federal Center SW, Smithsonian, McPherson Square, Farragut West, Foggy Bottom, Bethesda, Rosslyn, Ballston, Crystal City and Pentagon City.

Key partners, including Iceland Air, Smithsonian National Museum of African Art, Smithsonian Freer Gallery of Art and Arthur M. Sackler Gallery, have already begun advertising on the new ON Smart Media displays throughout the WMATA stations.

Outfront Media currently sells advertising for over seventy transit authorities including Los Angeles, New York, Washington, D.C., Atlanta, Detroit, San Francisco, and Miami.

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Free Trend Report: Why Location Is the New Currency of MarketingFinding 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.

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Highlights from Why Location Is the New Currency of Marketing include:

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