Outfront Media Inc. has announced the next strategic deployment of its ON Smart Media platform at TurnStyle, the dining and retail concourse now open at the New York Metropolitan Transportation Authority’s Columbus Circle Subway Station. Powered by OutFront's cloud-based, app ecosystem, TurnStyle’s retailers and advertising partners can deliver compelling, contextual messages in real-time to enhance the consumer experience. This project builds on Outfront’s existing partnership with the MTA and their initial digital advertising deployment at the 34th Street Hudson Yards station.
Vertically-oriented digital displays are installed at the entrance and on a series of columns throughout the 30,000 square foot concourse, creating a dynamic experience for both the users and businesses involved. Visitors will be able to interact with the displays, access a directory of stores, participate in promotions, and connect with social media platforms affiliated with TurnStyle and its more than 30 retail and food vendors.
ON Smart Media’s content, which will be a mix of advertising and information curated from TurnStyle’s vendors, will easily jump from one display to the next in order to create an engaging spatial experience of digital media. The integrated set of hardware and software capabilities delivers relevant messages on a global scale. The content can be targeted to specific audiences based on any numbers of triggers, such as time of day, weather, and promotions being offered by stores in real-time.
Centrally located in Manhattan’s Columbus Circle transit hub, the app-based infrastructure, data management platform and purpose-built, low-cost hardware will also enable a grand scale for passenger communications, wayfinding, emergency messaging and advertising.
“We are thrilled to announce the next phase of ON Smart Media in Columbus Circle, which brings seamless interactivity to a new environment and mixed use space of retail, dining, and transit,” said Andy Sriubas, Outfront Media’s executive vice president, strategic planning & development. “Our involvement in this state-of-the-art venue concept continues to leverage the technology and skill acquired last year from Videri. By combining the visual impact of outdoor with the precision and dynamism of digital, we are delivering quick and beautiful content in this retail center and continuing to expand the reach of the ON Smart Media platform.”
“TurnStyle’s partnership with Outfront Media has resulted in a one-of-a-kind public space for the 90,000-plus commuters who pass through the Columbus Circle station every day. We are making more information about our vendors available directly to our customers, which enhances the dining and shopping experience in a way that is totally unique for a retail destination,” added Susan Fine, TurnStyle’s project developer and principal at Oases RE.
TurnStyle’s digital columns are the first public retail application of the ON Smart Media platform in a mixed use shopping and dining venue. The displays can presently be seen at 34th Street Hudson Yards.
