Digital screens added to New York street furniture
Street-furniture specialist Cemusa is going digital in New York, where it has a 20-year contract to operate advertising signage on bus shelters, public toilets and the like.
The Spanish company will begin its New York digital rollout at eight newsstands, providing each with 65-inch landscape screens and a 70-inch portrait touchscreen. The displays are believed to be LCDs from Samsung.
The rollout will later extend to bus stops. It has been planned and designed by Show+Tell, using hardware provided by Display Devices and WireSpring’s FireCast software.
Cemusa won New York’s Co-ordinated Street Furniture Franchise for 20 years in 2005, beating JCDecaux and Viacom Outdoor (now CBS Outdoor) to the deal valued at $1.4bn.
It builds bus shelters, newsstands and public toilets at its own cost, and also pays fees to the city in return for the right to sell advertising on their surfaces.
It has already dabbled in digital out-of-home in New York: in 2008 it installed LED panels on 20 bus shelters, identifying a sponsor who also advertised non-digitally on the shelter, as well as providing time and temperature information. And last year it installed LED advertising screens on bus shelters.
But the rollout now beginning appears to involve much higher-quality screens with the potential for correspondingly sophisticated creative.
Cemusa has advertising contracts in more than 160 urban areas in Europe and the Americas,with U.S. locations including Atlanta, Boston and Miami-Dade County as well as New York.
It has also taken steps into larger-scale digital out-of-home media, deploying 15 digital billboards in Madrid last year.
www.cemusa.com
www.displaydevices.com
www.samsung.com
www.showandtell.com
www.wirespring.com
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