Advertisers to Have the Ability to Reach
Millions of People with Thousands of active Liveboards Inside
Nearly All of the MTA's Subway Stations Across All Five New York
City Boroughs, and in Key Parts of Long
Island and Metro-North Railroad Systems
NEW
YORK, March 19, 2024 /PRNewswire/
-- OUTFRONT Media (NYSE:OUT), one of the largest out of
home media (OOH) companies in the U.S., continues to be at the
forefront of innovation and digitization in the industry with the
expansion of programmatic capabilities in transit advertising. The
company is actively expanding its rollout of programmatic in
New York City's MTA system, which
will cover nearly all of the MTA's subway stations – with the
potential to reach more than four million daily trips from New
Yorkers and tourists – along with commuter rail stations in the
surrounding areas.
In 2023, OUTFRONT conducted a successful pilot launch of
programmatic capabilities on over 900 Digital and Video Urban
Panels (DUPs/VUPs) outside MTA subway entrances and exits. With
this rollout, advertisers will also be able to programmatically
access thousands of Liveboards inside stations. These digital
signs, in a variety of formats, can be used to reach desirable
audiences with brand messaging according to several variables –
including time of day, day of the week and location. The additional
Liveboards will bring the total of programmatically enabled signs
to 3,800 – across 436 stations in all five boroughs (Manhattan, Brooklyn, Bronx, Queens
and Staten Island), as well as 30
stations in Long Island and 18
Metro-North Railroad stations.
This expansion creates America's largest programmatically
available full-motion transit network.
"Transit advertising's ability to impact consumers along their
daily journeys and multiple times throughout the day brings
phenomenal, contextual reach at a time when brands are seeking
innovative ways to make digital connections in the face of cookies
going away, a fragmented media world, and other challenges," said
Neil Shapiro, OUTFRONT Media's
Vice President of Programmatic. "Add DOOH's natural brand
safety, flexibility, speed to market, audience targeting, and
measurement, and now, the ability that programmatic provides to see
comprehensive campaign reporting in one platform and you've got one
of the most powerful tools on the market."
Among the advertisers to take advantage of this expanding
digital capability are The Trade Desk, Fresh Pet, the National
Basketball Association (NBA), a major high-end department store,
and a well-known hotel chain, all with exceptional
results.
"Given our longstanding advertising relationship with OUTFRONT,
we knew they would be a great partner to work with on the MTA's
programmatic DOOH launch," says Jeff
Kerestes, Director of Digital Marketing at The Trade
Desk. "OUTFRONT was able to make it a seamless process within
our DSP and to provide clear value for our media investment."
"Programmatic OOH continues to be a major part of our digital
media mix and we're thrilled to be able to extend our holiday game
messaging to Outfront Liveboards as another integral touchpoint to
reach fans throughout their day," said Tammy Henault, NBA CMO.
Strategically located in high-dwell environments with minimal
distractions, programmatic DUPs/VUPs and Liveboards utilize static
and video ads to capture the attention of consumers and create
deeper brand engagement. OUTFRONT's comprehensive post-campaign
report includes impression delivery, spend and timing of ad
plays.
"The expansion of OUTFRONT's programmatic offering was perfect
timing for our Fresh Pet campaign as transit advertising plays a
key role in the consumer's path to purchase," said Jonathan Conway, COO, Talon. "We are excited
to be first to market across this inventory alongside Place
Exchange in the delivery of precisely targeted messaging via our
in-house DSP, Atlas.
To learn more about how brands can benefit from OUTFRONT's
programmatic transit advertising network, watch
this video.
OUTFRONT assets are available through our programmatic partners:
Vistar, Place Exchange, and Hivestack.
Contact programmatic@outfront.com for specs and more
information.
About OUTFRONT Media Inc.
OUTFRONT leverages the power of technology, location and
creativity to connect brands with consumers outside of their homes
through one of the largest and most diverse sets of billboard,
transit, and mobile assets in North
America. Through its technology platform, OUTFRONT will
fundamentally change the ways advertisers engage audiences
on-the-go.
Website references included in this press release have been
provided as a convenience, and the information contained on such
websites is not incorporated by reference into this press
release.
OUTFRONT Media Contacts:
Matt Biscuiti/Kevin
Broderick
The Lippin Group
212-986-7080
outfront@lippingroup.com
Courtney Richards
OUTFRONT Media
646-876-9404
courtney.richards@outfront.com
Stephan Bisson
OUTFRONT Media
212-297-6573
stephan.bisson@outfront.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/outfront-media-continues-to-push-digitization-of-ooh-forward-with-significant-expansion-of-programmatic-transit-advertising-in-nyc-302093323.html
SOURCE OUTFRONT Media Inc.