Outfront Switches On with Smart Media for Digital-OOH Mix

The platform features addressable displays, cloud distribution, engaging content capabilities, and an app-driven infrastructure

America’s Outfront Media has launched its advanced digital technology platform called On Smart Media. The offering leverages patent-pending addressable displays, cloud distribution, engaging content capabilities, and a unique app-driven infrastructure to combine the precision of digital marketing with the impact of out-of-home.

The new technology has seen implementation at the 34th Street-Hudson Yards Station located in New York City, and marks the pilot initiative carried out through the said service. Executed in partnership with start-up, Videri, it will soon migrate to the firm’s outdoor inventory to include transit, spectacular, and Outfront Prime locations.

Meanwhile, the second product being released is known as the Outfront Mobile Network, which is set to provide an array of custom solutions such as geo-fencing, WiFi, and beacons. Initial deployment will include mobile marketing through a custom solution powered by xAd, a location-based marketing solutions provider.

The move aims to enable marketers to reach the right people based on the real places they visit daily. Through the aforementioned collaboration, Outfront clients can create custom geo-fences around an advertising placement to reach mobile users with dynamic mobile creatives.

Brands can now engage with audiences using localised messages at a national scale, reinforce campaigns with sequential messages, and measure more significant business results. The partnership helps advertisers determine if someone who received mobile ads nearby the placement engaged with the ad or even visited the physical store.

“We believe that the integration between mobile and out-of-home is an important next step in connecting advertisers to their intended audiences. Mobile integrations provide more feedback and bring together a one-to-many medium with enhanced targeting and one-to-one interactions,” said Jeremy Male, Chairman and CEO of Outfront Media.