Penn Station Digital Advertising Network Expands CBS Outdoor’s Digital Out-of-Home Footprint in New York
NEW YORK, NY — CBS Outdoor has announced the launch of their new Penn Station Digital Advertising Network adding an array of new high definition screens to their growing digital out-of-home advertising inventory in NYC. Penn Station is one of the busiest passenger transportation facilities in the United States, with more than 17 million commuters passing through the station every 4 weeks, making it a prime location for advertisers looking to reach on-the-go consumers. Penn Station is close to major attractions that include Madison Square Garden, Macy’s, and the Empire State Building.
CBS Outdoor’s Penn Station Network features multiple zones that allow advertisers to reach commuters at various points throughout the concourse by fully saturating the station to deliver targeted messages to commuters traveling in and out of the city. The network includes the Long Island Railroad (LIRR) concourse, where more than 75% of the traffic in Penn Station occurs. Each digital signage screen is strategically positioned near ticket booths and information screens in direct line of sight of commuters, including those waiting for departure and track information where dwell time is the highest. The Network will provide commuters with up-to-the-minute track departure information, targeted advertising, along with travel advisories and emergency alerts. Additional zones include concourses between major subway lines, Amtrak, New Jersey Transit.
Work on the Penn Station Network was done by Manufacturing Resources International (MRI), an Atlanta-based designer and manufacturer of Outdoor and Semi-Outdoor Digital LCD Displays, which provided their BoldVu 72-inch and 55-inch digital LCD displays and digital arrays for the Station. The Network consists of 47 Full high definition digital screens in stand-alone portrait displays or in 1 x 4 portrait arrays.
With the addition of the new Penn Station locations, CBS Outdoor has become the prime source to reach on-the-go consumers in New York. In addition to the Penn Station Network, CBS Outdoor also has the Digital Urban Panel Advertising Network that currently includes more than 100 locations on some of the busiest street corners throughout Manhattan. The Digital Urban Panel Advertising Network features dual-sided digital signage displays which sit on top of subway entrance railings and deliver targeted hyper-local ad campaigns. The stairwell-facing screens rotate static images and a delivers real-time transit information from the MTA that scrolls across the bottom of the screen, while the sidewalk-facing display features full-motion digital advertising campaigns.
Editor’s Note: CBS Outdoor Americas rebranded as Outfront Media Inc. on November 20, 2014. Outfront Media now trades on the New York Stock Exchange using the ticker symbol “OUT”. This story was originally posted in February 2014.
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