New York-based OUTFRONT Media Inc. [1], one of the largest out-of-home media companies in the U.S., this week (March 28/16) announced the next deployment of its ON Smart Media platform with the Washington Metropolitan Area Transit Authority [2].
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The new high-function ON Smart Media displays were installed last Wednesday (March 23/16) at the entrance/exit way of the Green Line’s Navy Yard station, one block away from Nationals Park baseball stadium [4]. This installation expands the long-term relationship between OUTFRONT and WMATA.
“We’re proud to empower WMATA with the technology they need to keep passengers updated and offer our advertising partners state-of-the-art addressable screens,” says Jeremy Male, CEO, OUTFRONT Media. “This installation gives advertisers a transformative platform to deliver and target relevant messaging via customizable apps that enable content to be delivered at scale and earn audience attention. With 45% of Nationals’ fans riding the Metro to the Navy Yard rail station, WMATA has an incredible opportunity to create impactful results for advertisers.”
By taking a digital approach, WMATA is able to improve passenger communication and offer advertising partners a cutting-edge, dynamic platform for their content. The ON Smart Media displays will show 15-second visual-only ads alternating with real-time customer information such as train arrival/departure times, station maps and area maps with dynamic navigational guides.
An average of 400,000-plus Metro riders pass through the Navy Yard station each month. OUTFRONT anticipates that this initial deployment will result in a full installation at a later stage. The new digital screens are part of Metro’s ongoing effort to maximize non-farebox revenue and help keep fares stable.
OUTFRONT, a major provider of transit advertising, currently sells advertising for transit authorities in Los Angeles, Orange County, New York, Washington, D.C., Atlanta, Detroit, and Miami.