CBS Outdoor formally launched its new digital out-of-home network this week, based in New York City subway stations with Turner Broadcasting as its official launch partner.
campaign is promoting CBS Sports’ and Turner Sports’ joint coverage of this year's NCAA Division I Men's Basketball Championship, and features content from TNT, TBS, CNN, Adult Swim and
other Turner brands.
The new CBS Outdoor “digital underground” network includes 10 large digital dioramas, each measuring 66 inches high and 38.5 inches wide, in strategic
locations throughout the subway system, including Grand Central, Times Square, Columbus Circle, Bryant Park, Lincoln Center and Herald Square, among other stations.
According to the
partners, CBS Sports and Turner Sports will provide live coverage of the entire 2014 NCAA Division I Men's Basketball Championship on TBS, CBS, TNT and truTV, beginning Tuesday, March 18, with the
NCAA First Four on truTV, presented by Northwestern Mutual Life.
The DOOH campaign was organized by MediaVest.
The new CBS DOOH network is just part of a larger digital
push by the Metropolitan Transportation Authority’s New York City Transit division. In 2012, CBS Outdoor partnered with the MTA to install a network of 100 large, double-sided digital displays
at the entrances to subway stations around Manhattan. The “Urban Panel” network is intended to improve New York City Transit’s ability to communicate with passengers about route
changes and other important information. The displays also carry paid advertising messages.
The MTA has also been installing digital touchscreen displays in public phone kiosks in the
NYCT network. The interactive kiosks, most of which are located in NYC subway stations, provide users with a variety of information via 47-inch touchscreen displays.
December Clear Channel Outdoor unveiled three new digital billboards in the heavily trafficked public space adjacent to Penn Station and Madison Square Garden. The billboards will enable advertisers
to reach some of the 430,000 commuters and tourists who pass through Penn Station on any given weekday, as well as sports fans and concertgoers on their way to events in MSG, visited by over 5 million
people every year.