CBS Outdoor Launches First Out-Of-Home Digital Underground Network
CBS Outdoor announced today the launch of a digital out-of-home network in New York subway stations with launch partner Turner Broadcasting System, Inc. (TBS, Inc.). The platform launch is just in time to promote this year's NCAA Division I Men's Basketball Championship, and will feature content from TNT, TBS, CNN, Adult Swim and other Turner brands. To bring this content to life, CBS Outdoor, under its recently launched Ignite: Innovations Lab platform, has installed 10 large-format digital dioramas, measuring 66 inches high and 38.5 inches wide, in strategic locations throughout the subway system.
The capabilities of the platform allow Turner to update promotional content in real time, making this a first-of-its-kind, out-of-home (OOH) video network. As part of this promotion, Turner has exclusive use of the digital network and its hardware, while the screens will be controlled by Turner on a real-time basis via a dynamic feed.
The network and its supporting LCD screens have been installed in Manhattan's busiest MTA stations, including Grand Central, Times Square, Columbus Circle, Bryant Park, Lincoln Center and Herald Square, among others. The messaging is expected to reach millions of riders and passerby's throughout March, and a significant portion of the MTA's 1.7 billion annual ridership throughout the year.
CBS Sports and Turner Sports will provide live coverage of all 67 games from the 2014 NCAA Division I Men's Basketball Championship across four networks TBS, CBS, TNT and truTV beginning Tuesday, March 18, with the NCAA First Four on truTV presented by Northwestern Mutual Life. For the 33rdconsecutive year, CBS will broadcast the NCAA National Championship game in 2014.For the first time in the event's 76-year history, the 2014 NCAA Division I Men's Basketball Championship National Semifinals will be presented live across three networks TBS, TNT and truTV to provide fans with a variety of viewing options for this marquee event.
"These kiosks allow us to dynamically showcase the breadth and variety of Turner's networks in real time," said Dennis Camlek, Senior Vice President, Turner Media Group, TBS, Inc."It's a creative canvas which helps us drive both consumer and trade awareness of our original entertainment, sports and news programming."
"There is no better way to reach the New York City audience than entry points within its major artery ways the subway system," said Jodi Senese, Chief Marketing Officer, CBS Outdoor. "Every day millions of riders pass through these doors, and having a prominent large-screen network within their commute is a great way to reach this audience. NCAA March Madness is among the most anticipated sporting events on television, and this is a very unique way to kick off this program."
MediaVest is serving as the media agency of record and CBS Outdoor has been designated as the official media vendor. This is the latest in a series of "firsts" for Turner. In 2010, Turner Sports was the first to bring video to New York's public transit system by installing screens in the shuttle trains between Times Square and Grand Central Station to promote Major League Baseball on TBS. Following that successful campaign, this program was created to deliver innovation across Turner's portfolio of networks.
NCAA, First Four and March Madness are trademarks of the National Collegiate Athletic Association.
About TBS, Inc.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, sports, animation and young adult media environments on television and other platforms for consumers around the world. Turner brands and businesses include CNN/U.S., HLN, CNN International and CNN.com; TBS, TNT, Turner Classic Movies, truTV and Turner Sports; and Cartoon Network, Boomerang and Adult Swim. For more information, visit www.turner.com.
About CBS Outdoor
CBS Outdoor is one of the largest out-of-home media companies in the Americas and has a major presence throughout the United States, Canada, Mexico and South America. With both traditional outdoor (billboard and transit) advertising properties and a network of digital displays and mobile offerings, CBS Outdoor gives advertisers both breadth and depth of coverage across vast geographies, as well as immersive ways to connect with advertisers. For more information, visit www.cbsoutdoor.com.
SOURCE CBS Corporation