MBTA Win Solidifies Outfront Media’s Position in Transit Advertising, Provides Scale for ON Smart Media Platform
NEW YORK, NY — Outfront Media is gaining significant momentum in the transit media space with two major wins this month. The company announced today that the Massachusetts Bay Transportation Authority (MBTA), has selected Outfront as their advertising representative for the MBTA’s subways, buses and commuter rail, including bus sides and subway media posters across Boston. Boston is the eighth-ranked DMA in the country.
According to Outfront, 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 will enable the large scale implementation of Outfront’s ON Smart platform, providing new opportunities for the MBTA to scale its advertising revenue and provide intelligent communications for passengers.
“We’re thrilled to be partnering with the MBTA to connect the city’s transit system with Outfront’s dynamic technology solution and vast network of local and national advertisers,” said Jeremy Male, Chairman and Chief Executive Officer of Outfront Media. “The MBTA team sees a future where digital signage powers a vastly more dynamic experience that will benefit both passengers and advertisers alike.”
Last week, Outfront Media announced that it also added the City of Los Angeles Department of Transportation’s fleet of 349 buses, as well as 242 buses operated by Long Beach Transit. Los Angeles is the most populous city in California and the second most populous city in the U.S.
“These new advertising rights further solidify Outfront Media’s position as one of the leading providers of transit advertising services in the greater Los Angeles area. We also provide similar services for the more than 1,800 buses operated by the Los Angeles County Metropolitan Transportation Authority and the more than 800 buses operated by the Orange County Transit Authority,” said Andy Sriubas, Outfront Media’s Executive Vice President, Strategic Planning & Development.
In addition, the company expanded its ON Smart platform with the Washington Metropolitan Area Transit Authority (WMATA) to 14 additional Metrorail stations across the District of Columbia, Maryland and Virginia. The expansion follows a successful proof-of-concept at the Green Line’s Navy Yard station earlier this year.
Both MBTA and Los Angeles contracts were previously managed by Intersection (Titan).
Outfront Media currently sells advertising for over seventy transit authorities including Los Angeles, New York, Washington, D.C., 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