Outfront Expands ON Smart Media Liveboards Across 24 WMATA Rail Stations and Launches in Boston
NEW YORK, NY — Outfront Media will begin rolling out their ON Smart Media Liveboards across Boston starting in January 2017 as part of a significant deployment throughout the Massachusetts Bay Transportation Authority (MBTA) system. Outfront Media will also manage printed displays across the MBTA’s bus and rail inventory.
The MBTA will use new Liveboard digital displays to provide wayfinding and other information to its passengers, along with news and other engaging content. In addition, the partnership, which begins on December 21, 2016, will provide new opportunities for the MBTA to scale its advertising revenue and provide intelligent communications for passengers.
Outfront Media won the MBTA advertising concession along with the City of Los Angeles Department of Transportation’s ad contracts last September, both were previously managed by Intersection.
In addition, Outfront Media also announced the installation of ON Smart Liveboards across 24 additional rail stations in the Washington Metropolitan Area Transit Authority’s (WMATA) metrorail system in Washington, D.C.
“We’ve seen great momentum in the transit space this year. At Outfront, we expanded our work with WMATA and formed new partnerships with the MBTA and the Valley Transit Authority,” said Andy Sriubas, Outfront Media’s Executive Vice President, Strategic Planning & Development. “Boston, D.C., and Silicon Valley offer some of the top commuter and audience networks in the U.S. We are grateful to be transforming the transit environment with some of the industry’s top thought leaders at the MBTA, WMATA and VTA.”
“The MBTA looks forward to working with its new partner, OUTFRONT Media, to help modernize and broaden our approach to advertising across our transit system, while providing our customers with more sources for real-time service information” said Brian Shortsleeve, Acting General Manager of the Massachusetts Bay Transportation Authority. “The MBTA is committed to improving our customers’ experience and growing our own-source revenue programs, and this new advertising partnership will help us achieve these goals.”
Outfront Media currently sells advertising for over seventy transit authorities in markets including Los Angeles, New York, Washington, D.C., Boston, Atlanta, Detroit, and Miami.
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