Advertising on NYC Subway, Commuter Trains Is Easier than Ever with Programmatic Liveboards
February 8, 2024
Getting the word out to New Yorkers just got easier. Our subway and commuter rail Liveboards can now be purchased programmatically! It’s no secret that advertising on the NYC subway system is an effective way to achieve reach and frequency, with more than 4 million daily weekday rides. Meanwhile, the MTA’s commuter rail systems, Metro-North and LIRR, each account for another 200,000 rides to and from suburbia each weekday (SOURCE: MTA).
Liveboards are the portrait-oriented digital out of home screens found on platforms and station mezzanines. These screens can present static images or full-motion video in 15-second flips, perfect for connecting with commuters who have little else to do during their average 6-minute wait for the train (SOURCE: MTA).
So why should brands add digital out of home to the programmatic mix?
Programmatic DOOH expands the storytelling toolbox by allowing advertisers to customize creative to reflect a specific daypart or location, update copy and creative on the fly, and create the contextual relevance that makes an ad more resonant to its target. Not to mention its measurement and attribution capabilities.
Here are just a few hypothetical examples of how advertisers can leverage programmatic DOOH:
- Coffee QSR promotes beverages in the morning, snacks in the afternoon.
- CPG product advertises in every station within a quarter mile of where you can buy it.
- Luxury automaker focuses on the Upper East and West Sides to reach high-income households.
- Fashion brand selects stations systemwide with the highest concentration of riders aged 25-34.
Brands and businesses looking to take their game even farther can infuse their programmatic campaigns with advanced DOOH capabilities from our XLabs team like XScape, the dimensional OOH technology better known as 3D billboards. Yes, you can do 3D on a Liveboard!
Savvy New York City subway advertisers have already been using programmatic digital out of home to deliver the right message to the right audience at the right time by deploying impression-based campaigns on our Digital and Video Urban Panels, the landscape-oriented screens seen atop the stairwells down from the street. By the way, VUPs support XScape dimensional creative too.
Ready to implement a programmatic digital out of home campaign? Our New York City transit media offerings are available now on all major DSPs.
Don’t use a demand-side platform? You can still reap the rewards of impression-based campaigns! OUTFRONT’s Digital Direct Ad Server (DDA)delivers the same speed to market, buying efficiencies, advanced capabilities, and alignment with other digital channels – but we do all the heavy lifting. Told you this was easy!
To learn more about how your brand can make an impression with DDA, get in touch today.
Author: Jay Fenster, Marketing Manager @ OUTFRONT
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