• by Erik Sass  @eriksass1, October 10, 2014

Eye Corp Media, which operates a network of place-based advertising in malls across the U.S., is extending its reach into transit properties serving the metropolitan New York area, courtesy of a strategic partnership with transit media company StopTips. Under the terms of the deal, Eye Corp will become the exclusive ad sales representative for StopTips, including digital screens in station houses and associated businesses along the Metro-North Railroad’s New Haven line and Danbury branch.

According to Eye Corp, the ad sales representation agreement will allow it to offer advertising clients integrated packages reaching affluent commuters on the way to work or the mall. Eye Corp Media president Jeff Gunderman noted: “We know that in a typical week, most employed commuters shop both after work and on weekends during their leisure time,” adding that the partnership “will strengthen our offerings to advertisers seeking to reach consumers along the path to purchase.”

StopTips signs reach some 468,000 consumers per month, including high-visibility placements near station displays showing departure and track information, the transit media company claims.

Elsewhere, Eye Corp touted the results of a mall ad campaign for Joe’s Jeans, a boutique jean store in Los Angeles, which generated a 20% year-over-year lift in traffic for the store following installation of back-lit signs in area malls.

Last month, Eye Corp rival Adspace announced the addition of nine new venues to its mall portfolio, bringing the total to 222 malls across the U.S. The latest round of additions includes The Mall at Bay Plaza, the first new enclosed mall to open in New York City in almost four decades.

Altogether, Adspace’s Digital Mall Network consists of around 3,000 screens in 222 malls located across the top 45 DMAs. For its part Eye Corp’s network reaches over 300 malls, covering over half of the top centers in the top DMAs.