MARTA selects new transit and digital advertising partner
Intersection Media has been awarded a contract by the Metropolitan Atlanta Rapid Transit Authority (MARTA) Board of Directors for all advertising space at rail stations and on railcar, bus, streetcar and paratransit vehicles to Intersection Media.
The revenue-generating contract is for 10 years with two one-year options.
Through the agreement, Intersection will bring its suite of static and digital media products to more than 800 buses and paratransit vehicles, nearly 40 bus and rail stations, and several EV charging stations.
Intersection will also deploy 200 new digital advertising screens across the MARTA system, creating a new digital network capable of driving additional revenue for the transit agency. Through Intersection’s communications platform, IxNConnect, these screens will provide riders with access to real-time information such as transit times, alerts, nearby points of interest, and more, while MARTA will be able to manage and maintain its digital assets systemwide.
“MARTA has prime advertising space, much of which is mobile and seen by tens of thousands of people every day. Intersection impressed us with their creativity in using these spaces and their revenue generating abilities,” said MARTA Senior Director of Marketing and Sales Jennifer Jinadu-Wright.
Fifty-five advertising firms showed interest during the solicitation process, with 15 of them attending a pre-bid conference this summer. Intersection Media and one other proponent submitted proposals and were evaluated on industry experience, advertising program creativity, features and services, local and national sales capacity, and cost. The firms were also scored on their diversity and inclusion initiatives and mobile advertising integration capabilities.
"We look forward to partnering with MARTA to drive revenue for the agency and make investments in technology to improve the rider experience and enhance the MARTA brand,” said Scott Goldsmith, president and COO of Intersection.
Intersection Media guarantees MARTA a 70 percent share of ad revenues placed on its properties, with a minimum annual guarantee totaling $60 million over the life of the contract. The contract includes a clause for residual COVID-19 issues or other significant events that could affect service levels or ridership.
The bus shelter advertising contract is separate and expires next December.
