OUTFRONT Media Powers MBTA's GIF-based Public Service Announcements With GIPHY
OUTFRONT Media Inc. has announced its campaign launch to bring Massachusetts Bay Transportation Authority riders friendly and easy to understand public service announcements. Using GIPHY, the world's first and largest GIF search engine, OUTFRONT will be integrating full-motion GIFs on its ON Smart Media Liveboard technology in Boston's commuter rail system. These engaging PSAs aim to promote rider etiquette and safety awareness in a new, engaging way.
The deployment follows news that OUTFRONT Media was awarded advertising rights by the MBTA in January 2017. This gives OUTFRONT rights to publish advertising within properties spanning subways and bus sides to display dynamic wayfinding and other information to passengers, in addition to news and other engaging content. Launching in Copley Station and subsequently rolling out on all Liveboard displays installed throughout MBTA, the campaign is set to run throughout the rest of 2017 and 2018.
"We're thrilled that our platform is empowering the MBTA and GIPHY to distribute GIF-based content in a new context," said Andy Sriubas, OUTFRONT Media's executive vice president, strategic planning & development. "We hope MBTA riders will appreciate the fun, lighthearted way that we are sharing these messages."
Leveraging GIPHY's massive database of GIFs, OUTFRONT deploys the PSAs programmatically through an on-screen Android application via the GIPHY API.
For the MBTA this is one way to earn rider's attention as they promote these important messages. OUTFRONT aims to drive consumer awareness to these displays through informative yet popular, humorous content. In tandem, this also brings GIPHY content to a new medium - digital out-of-home – which allows GIPHY to share their content and interact with consumers beyond the smartphone to engage a broader audience.
"This PSA project is just the beginning of our plans to work with OUTFRONT Media. We're excited about the future of digital out-of-home media, and working on campaigns that make it more visually stimulating through GIFs," said David Rosenberg, director of BD at GIPHY. "OUTFRONT's Liveboards provide the perfect platform to showcase the power of the content stream and the engagement we hope to see from MBTA riders and all consumers as our work together evolves."
These PSA's were created in OUTFRONT's Customer Experience & Content studio, whose mission is to develop content that earns the attention of audiences. OUTFRONT continues to deploy its ON Smart Media platform throughout the transit systems in which it operates; it is working to deliver important and engaging customer information as well as provide brands with new ways to express themselves digitally.
"Working closely with Outfront Media, we are pleased to roll out these unique public service messages that address frequent comments from our customers," said Interim MBTA General Manager Steve Poftak. "Courteous behavior makes the transit experience a more pleasant one, and we hope these fun and friendly reminders will increase public awareness."
