Outfront Media Builds On WMTA Digital Advertising Partnership With New Navy Yard Installation

Outfront Media Inc. has announced today the next deployment of its ON Smart Media platform with the Washington Metropolitan Area Transit Authority (WMATA).

This installation expands the long-term relationship between Outfront and WMATA. The new high-function ON Smart Media displays were installed Wednesday, March 23 at the entrance/exit way of the Green Line's Navy Yard station, one block away from Nationals Park baseball stadium.

"We're proud to empower WMATA with the technology they need to keep passengers updated and offer our advertising partners state-of-the-art addressable screens," said Jeremy Male, CEO, Outfront Media. "This installation gives advertisers a transformative platform to deliver and target relevant messaging via customizable apps that enable content to be delivered at scale and earn audience attention. With 45% of Nationals' fans riding the Metro to the Navy Yard rail station, WMATA has an incredible opportunity to create impactful results for advertisers."

By taking a digital approach, WMATA is able to improve passenger communication and offer advertising partners a cutting-edge, dynamic platform for their content. The ON Smart Media displays will show 15-second visual-only ads alternating with real-time customer information such as train arrival/departure times, station maps and area maps with dynamic navigational guides. With an average of 400,000-plus Metro riders passing through the Navy Yard station each month, the ON Smart displays help advertisers engage this wide and valuable audience. Outfront anticipates that this initial deployment will result in a full installation at a later stage. The new digital screens are part of Metro's ongoing effort to maximize non-farebox revenue and help keep fares stable.