Philadelphia’s East Market to Feature Digital Billboard Network

Philadelphia’s East Market to Feature Digital Billboard NetworkBranded Cities Network to Unveil Digital Signage Screens at Revitalized East Market in Downtown Philadelphia

PHILADELPHIA, PA — East Market, an urban revitalization project in Center City Philadelphia, first announced in 2014 is nearing completion. The first phase of the 4.3 acre East Market development, encompassing 200,000 square feet of office space, 322 modern residential units and 130,000 square feet of retail and restaurant space, will be completed by the spring of 2017. The mixed-used project will revitalize an entire city block, from Market to Chestnut, 11th to 12th Streets, blending urban and artisanal shopping and dining experiences with contemporary work and living spaces.

Branded Cities Network (BCN) and National Real Estate Development have announced an exclusive representation agreement to sell digital advertising and integrated marketing campaigns on four full-motion digital displays at East Market.

The signage, measuring over 5,000 square feet in total, will be displayed on two retail podiums facing Market Street. Expected to be deployed starting in Q1 2017, the signs will be marketed by BCN as the East Market Collection and will be sold as a synced network. According to Branded Cities, all four digital signs will be capable of advanced out-of-home programming, including triggered and dynamic creative, interactive programs and advanced media metrics.

“Delivering large format digital signage to downtown Philadelphia is a fantastic opportunity for both the city and BCN,” said Steve Ellman, Chairman and Chief Executive Officer of BCN. “Philadelphia is a forward-thinking market and we will be able to deliver impactful and meaningful programs to its citizens. We are honored to add the East Market Collection to our portfolio of spectacular signage that is BCN’s hallmark.”

“East Market will be a vibrant destination for shopping and dining in Philadelphia. With our project and other investments being made along Market Street, the area is returning to its roots as a center of retail and leisure activity in the city,” said Charles Norman, development manager at National Real Estate Development. “Digital signage is an important part of this experience. We’re proud to partner with BCN, as they are known for engaging and iconic digital signage programming that is customized to the culture of each city and project it serves.”

East Market is being developed by National Real Estate Advisors, LLC, an asset management advisor investing in major U.S. urban markets and subsidiary of the National Electrical Benefit Fund; Joss Realty Partners, a New York-based private real estate investment firm; Young Capital LLC, a Philadelphia-based real estate investment firm affiliated with Classic Management, Inc.; and SSH Real Estate, one of the largest privately held commercial real estate companies in the Greater Philadelphia Region.

The state has designated $2.5 million in an Economic Growth Initiative grants to the East Market development, bringing the total state investment to $10 million. The city of Philadelphia also committed an additional $4 million in capital funding as part of the 2015-2016 capital budget for public improvements.

Branded Cities Network, a subsidiary of EL Media, is a fully integrated, digital signage media company. Branded Cities Network’s current U.S. platform includes Philadelphia, New York, Los Angeles, Las Vegas, Phoenix and Denver.

Free Trend Report: Why Location Is the New Currency of Marketing

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.

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.

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