Brands in Motion: How Livecard MAX Transforms the NYC Subway Commuter Experience

April 29, 2025

It is no secret: New York City has the most bustling commuter landscape in the country. From corporate executives and your typical “finance bros” to art enthusiasts and Broadway actors, the masses of the Big Apple rely on the subway each day to maneuver around the city. Providing over 4 million trips daily, the New York City Subway is the largest and busiest transit system in America, and OUTFRONT’s subway inventory offers an efficient way to reach them.

A wise man once said, “It’s about the journey, not the destination,” and here at OUTFRONT we hold that saying to be extremely true. After all, what better place and time to reach New Yorkers than during their daily commute? And what better way to stand out than with the vibrant creatives and unmissable visuals of digital out of home?


Introducing Livecard MAX, our in-car Motion Advertising eXperience! Livecard MAX is an exciting NYC subway advertising format that combines eye-level digital squares with long horizontal screens mounted overhead, a full-motion digital media platform that completely immerses the subway rider in the ad experience. This unique combination of digital assets provides the ultimate visibility from any vantage point while riding the subway. Spanning the cars’ interiors, Livecard MAX provides elevated digital capabilities including full-motion video synchronized across the screens, 3D spatial creative via OUTFRONT XScape, and most importantly, the means to tell a compelling story to the whole train. The average in-car subway dwell time in New York City is approximately 30 minutes, offering a considerable period for exposure to advertisements. As a result, advertisers can create campaigns with compelling components about their brand, creating deeper engagement.


Take Swiss International Airlines, for example. This premier luxury airline takes you from New York to Switzerland nonstop, and you can practically taste the chocolate and feel the chill on top of the Swiss Alps from their spectacular digital campaign. These visuals enchanted and captivated consumers by providing a calming, genuine visual of what it is like to fly with the carrier.

Or menswear icon Brooks Brothers, whose Livecard MAX campaign commemorated the 125th anniversary of the classic button-down collared shirt. Featuring various notable actors, athletes, entrepreneurs, authors, dancers, and company presidents, Brooks Brothers’ aspirational campaign actively targeted those who may need a classic button-down for a professional outing. By running across all major subway lines in New York City, this campaign highlighted how the timeless fashion statement made by this shirt can play a prominent role in any individual’s style.


Livecard MAX also offers cutting-edge digital capabilities developed by our in-house XLabs team, including XScape, powering 3D OOH creative across formats large and small, creating campaigns that pop off the screen.

The results? Consumers notice digital transit advertising, which directly influences their purchasing decisions. Around 65% of consumers have observed DOOH assets while traveling to shop, and 85% engaged after just the first exposure (SOURCE: The Harris Poll). Out of home is known for building brand awareness, but it’s pretty powerful all the way down the funnel. Smart advertisers can leverage its full-funnel efficacy with QR codes that make their campaigns shoppable, right then and there.


Subway rides are an everyday part of life for many New Yorkers. This routine becomes a competitive advantage when it comes to capturing the attention of a vast and diverse metropolitan audience. Dynamic and unmissable, Livecard MAX’s digital visuals captivate commuters on their ride and provide advertisers with an extended opportunity for consumers to get to know them. Whether launching a new product or creating general brand awareness, in-car digital advertising ensures that attention will be paid. Livecard MAX is currently available in over 500 subway cars, generating over 8 million impressions weekly, across every audience who rides (SOURCE: Geopath).


Let’s face it: our world is rapidly becoming more digitalized as we speak and to adapt, brands must break through the noise, stay top of mind for consumers, and maintain relevance to various audiences. With mesmerizing and jaw-dropping campaign capabilities in real life, Livecard MAX does all this and more, whether reaching locals, tourists, or nine-to-fivers.

To take your campaign to the MAX and captivate your target audience through this exclusive premium format, contact OUTFRONT today.

Author: Megan Tomasic, Senior Marketing Systems Coordinator @ OUTFRONT

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