OUTFRONT Media Continues to Push Digitization of OOH Forward with Significant Expansion of Programmatic Transit Advertising in NYC

Rhea-AI Summary

OUTFRONT Media expands programmatic capabilities in transit advertising across New York City's MTA system, reaching millions of daily commuters and tourists. Advertisers can access thousands of Liveboards in subway stations for targeted brand messaging.

Insights

Market Research Analyst

The expansion of OUTFRONT Media's programmatic capabilities within the MTA system signifies a substantial step forward in the digital out of home (DOOH) advertising space. By increasing the number of programmatic signs to 3,800 across strategic locations, OUTFRONT leverages high traffic volumes to offer advertisers unprecedented reach. This move is likely to enhance the company's revenue streams and attractiveness to advertisers who prioritize targeted and flexible ad placements.

Advertisers' ability to tailor their messaging based on time, day and location variables aligns with the growing demand for data-driven marketing strategies. As brands seek to navigate the post-cookie digital landscape, OUTFRONT's offering provides a valuable alternative to traditional online advertising channels. The potential for precise targeting and comprehensive campaign reporting could attract a broader clientele, potentially impacting OUTFRONT's market share within the OOH industry.

Financial Analyst

OUTFRONT Media's strategic initiative to digitize and expand its programmatic transit network is likely to be positively received by investors, given the scale and potential impact on the company's financial health. The deployment of thousands of Liveboards could lead to an increase in ad inventory and, consequently, higher ad sales. This expansion positions OUTFRONT to capitalize on the shift towards DOOH and could result in a competitive edge over other OOH media providers.

Investors should observe the uptake of OUTFROUNT's programmatic offerings by major brands, as evidenced by partnerships with entities like The Trade Desk and the NBA. Successful adoption by high-profile clients can serve as a bellwether for future growth. However, it's essential to monitor how these investments in infrastructure translate into revenue growth and whether the costs associated with the rollout are offset by the gains in market share and ad sales.

Advertising Technology Expert

The digitization of transit advertising through programmatic technology represents a significant evolution in the OOH sector. OUTFRONT Media's initiative taps into the trend of integrating real-time data and automated ad buying, which has revolutionized online advertising. This approach offers advertisers agility in their campaigns, allowing for rapid adjustments based on audience behavior and environmental factors.

Programmatic DOOH also presents an opportunity for brands to engage with consumers in a cookie-less world, where traditional online targeting methods are increasingly restricted. The ability to deliver full-motion video content in high-traffic areas further enhances ad recall and engagement, making it a compelling proposition for brands seeking to maximize their visibility and impact. The implications for the advertising technology landscape are significant, as this could set a new standard for OOH advertising efficiency and effectiveness.

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

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SOURCE OUTFRONT Media Inc.

FAQ

How many Liveboards will be available for advertisers in New York City's MTA system?

Advertisers will have access to 3,800 programmatically enabled Liveboards across 436 stations in all five boroughs, Long Island, and Metro-North Railroad stations.

Which companies have already benefited from OUTFRONT's programmatic DOOH launch?

Companies like The Trade Desk, Fresh Pet, the NBA, a high-end department store, and a hotel chain have seen exceptional results from utilizing OUTFRONT's programmatic capabilities.

What advantages does programmatic OOH advertising offer to advertisers?

Programmatic OOH provides brand safety, flexibility, audience targeting, speed to market, and comprehensive campaign reporting in one platform, making it a powerful tool for advertisers.

How does OUTFRONT's post-campaign report benefit advertisers?

OUTFRONT's post-campaign report includes impression delivery, spend, and timing of ad plays, providing advertisers with valuable insights on campaign performance.

Why is programmatic OOH advertising considered impactful for brands?

Programmatic OOH advertising captures consumers' attention in high-dwell environments with minimal distractions, creating deeper brand engagement for advertisers.