MediaBuyerPlanner: CBS Outdoor has converted 80 conventional urban panels in New York City to full-color LCD displays, with more units coming soon.
These high-definition digital video displays, positioned at sidewalk-level, above the entrances to Manhattan subway stations, offer advertisers a new forum to reach pedestrians and motorists. With full-motion copy capability and “crisp, vibrant displays,” these units are “guaranteed to catch the eye of the millions who walk the city streets,” the company claims.
The CBS Network was the first advertiser to appear on the new digital displays, advertising five programs from its fall line-up, as well as promoting Katie Couric as the new evening news anchor. The ads for CBS were on a 24-hour rotation, but the digital signage also holds the potential to be sold in dayparts, allowing advertisers to more precisely target their audience.
CBS Outdoor is also offering interactive ad space, produced in conjunction with MonsterVision, in Herald Square. The 6 X 16 ad encourages interaction with passers-by, as their body movements create movements on the ad.
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