New York’s MTA subway system is now big enough to merit measurement on Nielsen’s quarterly Place-Based Video Report, with 140 screens in 29 stations in view of some 1.4 million daily riders.
The On The Go Travel Station network started getting rated as of Q4 2014, with the idea of establishing audience numbers to sell media.
Says a news release: NYC Transit’s On The Go Travel Station network delivers the greatest number of gross-minute-impressions of any single market network included in the report. The network is currently comprised of over 140 digital, interactive screens located in 29 stations in the Bronx, Brooklyn, Manhattan and Queens. With an average daily ridership of over 1.4 million, the kiosk network delivers a sizable audience with relevant messaging and advertising.
The screens – touch-equipped and people-proofed in stainless steel enclosure – provide subway riders with information about their complete trip, from trip planning and service alerts to bus and train arrivals and elevator & escalator status.
“This is our first measured digital media, and we’re excited that Nielsen is capturing our customers as part of the larger digital place-based ecosystem,” said Paul Fleuranges, Vice President for Corporate Communications at NYC Transit. “Our customers are the consumers that brands are looking to reach. By tapping into the On The Go Travel Station network they can engage with these shoppers or “transumers” through a measured network while they are out of home, on the way to a movie, school, shopping or work.”
The On The Go network is being rolled out through a public-private partnership with OutFront Media and Control Group NYC. Each firm has designed a custom user interface for customers to interact with and obtain travel and other information, while still providing adequate screen space and time for advertising.