First App-based @OutfrontMediaUS Billboard In Times Square
Gail Chiasson, North American Editor
OUTFRONT Media Inc., one of the largest out-of-home media companies in the U.S., has launched its next major milestone of its ON Smart Media platform on its 2200 sq/ ft. billboard at 1500 Broadway in New York’s Times Square: the first digital billboard deployment of ON Smart Media’s Liveboard and advertising.app (ad.app) technology which consists of connected, digital displays that run Android-based advertising applications.
By bringing its next-generation advertising ecosystem to one of the world’s most iconic locations, OUTFRONT Media management says that this redefines the consumer advertising experience and offers substantially more value for brands.
JetBlue and Barclaycard are the first advertising partners to combine the power of real-time data and creative storytelling with their very own ad.app to showcase how customers can fly faster than they think with the new JetBlue Card, one of a suite of credit card products that offer the latest way to earn points in JetBlue’s TrueBlue loyalty program. Developed in collaboration with ON Smart Media, the JetBlue Card ad.app uses multiple real-time data feeds and a complex rules engine to calculate and visualize the travel time needed to catch the next JetBlue flight departing New York City’s John F. Kennedy airport to a selection of destinations. A series of connected data feeds take into account traffic time, airport dwell time and flight information to inform a countdown clock, which tracks the overall travel duration to featured destinations.
The ad.app will also present a predetermined hashtag to the viewers at select times. The first viewer to tweet each hashtag to JetBlue’s Twitter handle (@JetBlue) will win a voucher toward one round-trip JetBlue flight.
This engaging, interactive consumer experience is made possible by ON Smart Media’s integrated, cloud-based advertising platform. The ON Smart Liveboards are true Internet of Things (IoT) displays designed from the ground up to function autonomously. OUTFRONT Media believes that personal computers, mobile devices and out-of-home displays should be technological equals, differentiated only by the audience and the conditions surrounding the screen. ON Smart Media’s platform begins to fulfill that vision.
“This is a city renowned for advertising and innovation, and we are thrilled to debut the world’s first large format billboard with ad.app technology in Times Square,” says Andy Sriubas, executive vice-president, strategic planning and development, OUTFRONT Media. “JetBlue and Barclaycard have always been forward thinkers. They have created a standout digital campaign, which earns the attention of consumers using dynamic engaging content on an enormous vivid display. Their amazing team took advantage of conditional triggers, adaptive creative and other cutting-edge technology to enhance the experience for the hundreds of thousands of pedestrians who pass through Times Square each day.”
“The OUTFRONT collaboration presented a unique opportunity to engage and educate our customers,” says Philip Ma, JetBlue’s manager of advertising. “In partnering with an innovative media company, we are able to tap into the ever-growing digital trend while creating awareness around the new JetBlue Card issued by Barclaycard.”
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