Cloud-Based Digital Out-of-Home Network Engages Commuters at New 34th Street – Hudson Yards Station
NEW YORK, NY — Outfront Media has announced the launch of a new dynamic digital out-of-home ad network at the newly opened Hudson Yards Station in New York. The new network is part of Outfront Media’s move to transform traditional out-of-home advertising from a one-way push environment into a two-way interactive experience that engages consumers across location and mobile-based platforms.
Last December, Outfront Media announced a partnership with Videri, a technology company with a new patent-pending, addressable digital display system that completely changes the equation for digital out-of-home media. Videri’s platform represents a completely new paradigm in digital signage technology, replacing high-priced digital signage displays with a solid-state, ultra-thin, all-in-one form factor. Because the screens are solid-state, there’s no need for a media player or power supply, reducing the overall display to less than one-quarter of an inch thick. And since there is no power supply, there are no heat dissipation issues, so the screens can be mounted almost anywhere, and in any size. Videri’s technology will enable Outfront Media to deploy digital out-of-home networks in places where digital displays have yet to penetrate, including inside of commuter and rail transit cars by replacing paper signs with full-motion digital displays.
Another aspect of the Videri’s technology is that the platform is self-aware. Every screen knows its geo-location, orientation, and size, and each screen has awareness of other nearby Videri-powered displays. This permits a number of intriguing creative opportunities for advertisers, including the ability to simulcast ad campaigns on a local, regional, national, or even global scale with near-perfect synchronization using cloud-based content distribution.
“Outfront is proud to introduce our new digital displays platform that we believe will change both the way brands think about out-of-home and the way consumers interact with it,” said Jeremy Male, Chairman and Chief Executive Officer of Outfront Media. “We are delighted to be partnering with the MTA to introduce relevant, engaging and smart media in this world class station. This launch is very exciting and we look forward to working with our clients to create advertising that will break the traditional barriers of digital out-of-home.”
Outfront’s Hudson Yard screen network features 24 separate, 65-inch smart displays, all running on Outfront’s software environment and app ecosystem. This app-based approach delivers engaging digital content, management and synchronization functions, giving advertisers unprecedented control over their creative messages. App-enabled content lets brands engage with consumers and drive screen content via social media channels such as Instagram, Twitter and Facebook.
The displays also enable screen to screen interaction, whereby messages, images and video can jump seamlessly between displays, delivering immersive content in any environment. The platform also recognizes different media formats, such as video or still images, and automatically compensates the display’s brightness and contrast for optimal viewing using meta-tags embedded in the content. The displays can even present content inside discrete zones and play multiple video feeds, images, and app-driven content at the same time.
“We are excited that this 21st Century station, projected soon to be among the busiest in the city, features state-of-the art digital screens,” said Jeff Rosen, Director of Real Estate for the MTA. “When the Second Avenue subway stations open, they too will feature all digital advertising; and over the next five to ten years we expect to see most if not all of our advertising inventory throughout the MTA system migrate from paper and vinyl to digital.”
Initial Outfront advertising partners in the 34th St-Hudson Yards station include Foursquare, Lionsgate, Turner, JetBlue, CBS and Coach. Outfront worked closely with these brands to unlock the potential of this new media and reimagine what can be done creatively in the out-of-home space.
According to Outfront, the digital displays’ capabilities will be expanded in the coming months and into 2016 as additional connectivity is added to the station. Connected displays will enable livestream feeds, and full remote advertiser content control, as well as real-time viewer data and analytics. Outfront Media also has plans to expand the technology outside of transit in the coming months to roadside displays, street furniture, and other markets adjacent to the out-of-home space.
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.