For many New York City subway passengers, an underrated aspect of riding the tunnels is the actually good advertising that draws wandering eyes on train cars, turnstiles, and poster boards. Now, one company is pushing the limits of likable advertising even further, with tech designed to upgrade your commute. If you’ve noticed glowing digital panels popping up at your station, then you’ve already encountered OUTFRONT’s current initiative to bring dynamic content (including images of MoMA artwork) into the transit system. For more on how the outdoor advertising giant — their logo tags billboards all around the city — is improving the often-dreaded commuting experience, we spoke to Andy Sriubas, OUTFRONT’s chief commercial officer.
How is the transit environment changing right now?
In this age, customers expect real-time information about delays, directions, and emergencies. Combining Wi-Fi connectivity with contemporary digital-display technology, we can now create an environment that meets that expectation. We’ve been working with transit agencies across the country to install Liveboards: new 55-inch and 65-inch digital displays that inform, entertain, and earn the attention of passengers.
Can you tell us more about Liveboards?
Think of them as large televisions for outdoors, but with all the capabilities of your smart tablet. We’ll be able to broadcast content to any individual display, to all of them, or to any set, creating networks distinguished by audience, location, proximity, et cetera. We expect to install more than 50,000 across the New York transit system, changing it from a paper-and-paste world to a more tech-savvy one.
What new content or features can commuters expect to find on them?
Our intention is to earn users’ attention by integrating news, art, information, weather, and advertising in a manner that doesn’t overwhelm, but attracts. One of our first implementations is with MoMA: We’re displaying amazing works of art around the subway system, interspersed with transit information and advertising, to engage folks in a unique way. Other content partners include sports leagues, weather companies, and entertainment producers.
From the advertising side, why are these boards attractive?
We are working to distribute content dependent on data “triggers.” For example, if the temperature is over 70 degrees, a New York sports team won, and it’s after 4 p.m., then show this particular content on any screen next to a sports venue.
Similar to what it’s doing with the subway experience, OUTFRONT itself just rebranded. What’s the thinking behind that effort?
As a company, we work with many constituencies. Our new “We get you America” tagline reflects our ability to connect advertisers to audiences, and highlights our deep understanding of those audiences, which allows us to share relevant content with them.
More About MoMA
Rob Baker, MoMA’s director of marketing and creative strategy, gives us the story on the museum’s partnership with OUTFRONT.
What was the concept behind bringing MoMA into the transit system?
We’re always eager to extend the reach of our collection, and we’re excited to bring it out into the city. The opportunity came up this past spring, and we hope it brings a moment of inspiration and enjoyment to New Yorkers, as well as visitors.
Why was the subway integration appealing on MoMA’s side?
MoMA’s history is deeply woven into the fabric of the city, and we’ve been a longstanding partner of the MTA, from the 1938 Subway Art exhibition to the museum’s role in developing a graphic identity for the rapidly expanding subway system in the early 1970s. Publishing content in the subway gives us the opportunity to meet New Yorkers and visitors where they are.
What kind of art will be featured through the partnership?
The art we feature will be a rich representation of the mediums in our collection, including architecture and design, drawing and prints, film, media and performance art, painting and sculpture, and photography.
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All photos courtesy of OUTFRONT.
This is paid content produced for an advertiser by New York Brand Studio. The editorial staff of Daily Intelligencer did not play a role in its creation.