Some NYC subway stations are about to receive a functional boost in the form of interactive subway maps designed by Antenna Design, the firm also responsible for the ubiquitous MetroCard vending machines. The tall (6 foot, 4 inch) screens will also serve up advertising administered by CBS Outdoor and Control Group, providing an opportunity for savvy advertisers to serve interactive ad experiences to a captive audience during the (hopefully) short wait on the platform. The primary purpose of the screens is to provide information to travelers, so ads may be suspended with a simple tap. The program is expected to remain in beta through 2015 at 16 of the busiest stations in MTA’s system.
The MTA is rolling out a pilot program that will feature 90 touchscreen kiosks in select subway stations around the New York City. Working with interactive shop, Control Group, the OOH displays can incorporate third party apps, navigation, and more leveraging wifi, cameras and mics. There is tremendous opportunities for brands as the network looks to work with advertisers to reach consumers on the go. The initial test will reach 2 million travelers a day.