Digital Out of Home is Built on BoldVu®

Digital Out of Home is Built on BoldVu®

Bus Shelters

Bus shelters were once boringly functional affairs, built solely by municipal governments as a public service. Then in 1969, two billboard advertising companies joined forces to form a company called Adshel and began supplying bus shelters to cities for nothing but the right to display advertising on them.

In the early 1980s, bus shelter ads got their big break when Adshel launched a campaign for a fictional product and promoted it solely through the bus shelters. Market research revealed an impressive awareness of this product among the general public, which proved they were definitely on to something with this street furniture thing.

In today’s world, bus shelters and advertising contracts work in much the same way they started out half a century ago. With contract terms extending out as far as 10 or 15 years, media companies turn to long-life BoldVu® displays that seamlessly integrate into their bus shelter structures and perform at day-1 visual quality for up to 10 years.

Street Kiosks

The first self-service kiosk was developed in 1977 at the University of Illinois at Urbana-Champaign and allowed students to find movies, maps, bus schedules, and courses. At its debut, more than 30,000 students, teachers, and visitors stood in line during its first 6 weeks, to try their hand at the kiosk for the first time. Since then, the kiosk marketplace has grown to include well over 1 million terminals in North America across high foot traffic settings such as airports, shopping malls, hotels, and now – city streets.

The idea of interactive kiosks placed on city sidewalks, parks, and other public venues has found particular foothold among “Smart City” programs aiming to modernize city infrastructure, streamline public services, and connect citizens. Street kiosks become more than just hubs for information and wayfinding – they become connected endpoints for myriad technologies that achieve Smart City goals.

Because BoldVu® displays are built with room to house, power, and cool peripheral devices inside the panel’s electronics chassis, they streamline and simplify the deployment of connected devices for Smart Cities.

Urban Panels

The Urban Panel located on the top of subway entrance railings has long been a staple in the commuter advertising space as they offer large volumes of hyper-local, high quality impressions. Only recently have Urban Panels across metropolitan cities begun converting over to digital, with the first and largest being brought to Manhattan by then CBS Outdoor (now Outfront Media) in contract with the MTA. That deployment has been lauded as a great success receiving both industry awards and MTA recognition for the utility of the digital urban panels during weather emergencies, like Hurricane Sandy.

Out of home media companies have started taking the digital urban panel to other cities with large public transit systems including Chicago and Boston, as both a way to further monetize the real-estate and to offer critical public messaging capabilities as needed.

Because of their durability, performance, and longevity, BoldVu® displays are the backbone for the digital urban panel networks across the US today.

Transit Screens

The sister venue to an Urban Panel network is the Transit Screen system inside rail stations. Passenger Information Displays (PIDs) are placed in direct line of sight of commuters, including those waiting for departure information where dwell time is the highest. Transit screen networks provide up-to-the-minute track departure information, targeted advertising, travel advisories and emergency alerts.

Shortly after their 2012 launch of the Urban Panel network, CBS Outdoor (now Outfront Media) implemented a transit screen network in Penn Station, one of the busiest passenger transportation facilities in the US with more than 17 million commuters passing through every 4 weeks.

Because of their ability to perform in harsh environments, BoldVu® LT semi-outdoor displays in 55″ and 72″ sizes were deployed all across Manhattan’s subterranean rail stations.

Emerging Media

Media buying trends indicate that OOH ad spend will broach $20bn by 2020. This comes as no surprise as brands have long recognized that investments in OOH as part of their communications mix drives hard-dollar campaign ROI.

As more and more traditional OOH inventory is converted to digital, new properties are beginning to join the mix. Beyond bus shelters, street kiosks, urban panels, and transit screens, we’re beginning to see the development of digital taxi tops, news stands, phone booths, car charging stations, and more. Every newly converted medium brings fresh eyes and new targeting opportunities.

LG-MRI continues to develop display technology to drive the DOOH industry forward with applications for new and emerging properties.

Resources

Manhattan Urban Panels

The MTA’s subway entry railing digital advertising network, owned and operated by Outfront Media uses double-sided 55″ BoldVu® displays to generate millions of brand impressions per month.

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“Adshel Live” Bus Shelters

Dominating digital advertising across Australia’s busiest districts, the “Adshel Live” network features 75″ BoldVu® outdoor displays delivering high-impact impressions to pedestrian and commuter audiences.

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San Francisco Street Furniture

Digitizing the street furniture landscape of San Francisco, BoldVu® displays dot city streets in bus shelters and on newsracks.

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