Programmatic OOH Continues to Grow, Accounting for 14% of All U.S. Digital OOH Revenue in 2023*

By OUTFRONT

Programmatic Out of Home (OOH) is a growing digital medium that gives brands the flexibility to access digital assets at scale in highly trafficked areas where residents and tourists meet – on the busy streets, sidewalks, and at transit locations in cities across the world.

Advertising in the largest transit system in North America, New York’s Metropolitan Transportation Authority (MTA) is now available programmatically thanks to OUTFRONT and its partners. This new network – which is the largest of its kind in America – allows for targeting of campaigns, from full-motion video to high-impact static imagery, strategically located in high-dwell environments with minimal distractions.

Hear directly from the experts on how advertising on Liveboards in NYC programmatically can drive real business results.

The transit network has already seen success with brands like The Trade Desk and the National Basketball Association (NBA), a major high-end department store, and a well-known hotel chain all reporting exceptional results from OUTFRONT’s 2023 pilot program.

Here are a couple examples:

The Trade Desk strategically chose subway stations that were in close proximity to key advertising agencies and media publishers in New York City to raise awareness of their OpenPass single sign on solution, complete with a QR code activation point.

The NBA celebrated its famous Christmas Day showdowns with creative that featured the game times of the top rivalries, plus local station callouts to promote tune-in.

“Programmatic OOH continues to be a major part of our digital media mix and we’re thrilled to be able to extend our holiday game messaging to OUTFRONT Liveboards as another integral touchpoint to reach fans throughout their day,” said Tammy Henault, NBA CMO.

With this expansion, OUTFRONT’s programmatically available transit inventory now includes over 3,800 Liveboards across 435 stations in all five boroughs: Manhattan, Brooklyn, Bronx, Queens, and Staten Island, as well as 30 stations in Long Island and 18 Metro-North Railroad stations. This adds onto its robust Video and Digital Urban Panel access, which are located outside subway entrances and exits. These digital signs, in a variety of formats, can be used to impact a brand’s targeted audiences with messaging dictated by several triggers – including time of day, day of the week, and locations.

Broadly, OOH advertising has proven effectiveness across the marketing funnel. In a 2023 Morning Consult survey, 85% of adults said they have seen an OOH ad in the last 30 days. And according to the Outdoor Advertising Association of America, the average product sales for every $1.00 spent on OOH is $5.97. Imagine the possibilities of your campaign on eye-catching Liveboards in NYC.

OUTFRONT assets are available programmatically through Demand Side Platforms connected to the Vistar, Place Exchange, and Hivestack SSP’s.

*SOURCE: DPAA 2023 US SSP Survey, e-marketer