NEW YORK - OUTFRONT Media Inc. (NYSE:OUT), a leading out of home media company in the United States, has announced a significant expansion of its programmatic advertising capabilities within the New York City Metropolitan Transportation Authority (MTA) system. This expansion is set to make America's largest full-motion transit network programmatically available to advertisers, reaching millions of daily commuters across New York City's five boroughs and key areas of Long Island and the Metro-North Railroad.
Following a successful pilot in 2023, which saw the launch of programmatic advertising on over 900 Digital and Video Urban Panels (DUPs/VUPs) at MTA subway entrances and exits, OUTFRONT Media is now extending this capability to thousands of Liveboards inside subway stations. The programmatic Liveboards, which vary in format, allow advertisers to target audiences based on time, day, and location. The total number of programmatically enabled signs will increase to 3,800 across 436 subway stations in New York City, as well as 30 Long Island stations and 18 Metro-North Railroad stations.
Neil Shapiro, Vice President of Programmatic at OUTFRONT Media, highlighted the strategic importance of transit advertising, noting its ability to reach consumers multiple times throughout their daily journey. Shapiro emphasized the contextual reach, brand safety, flexibility, speed to market, audience targeting, and measurement capabilities of Digital Out of Home (DOOH) advertising, enhanced by the comprehensive campaign reporting that programmatic technology offers.
Advertisers such as The Trade Desk (NASDAQ:TTD), Fresh Pet, the National Basketball Association (NBA), a prominent department store, and a well-known hotel chain have already leveraged OUTFRONT's digital capabilities with positive outcomes. Jeff Kerestes, Director of Digital Marketing at The Trade Desk, praised the seamless integration within their Demand-Side Platform (DSP) and the clear value of their media investment. The NBA's Chief Marketing Officer, Tammy Henault, also expressed enthusiasm for extending their holiday game messaging to OUTFRONT Liveboards as a key touchpoint to engage fans.
The programmatic DUPs/VUPs and Liveboards are strategically placed in high-dwell environments to capture consumer attention and deepen brand engagement. OUTFRONT's post-campaign reports provide advertisers with detailed insights into impression delivery, spending, and timing of ad plays.
OUTFRONT Media's programmatic assets can be accessed through partners such as Vistar, Place Exchange, and Hivestack. This expansion is part of OUTFRONT's ongoing commitment to leveraging technology and location to connect brands with consumers outside their homes across North America.
This expansion in programmatic transit advertising is based on a press release statement from OUTFRONT Media Inc.
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