Outfront Media to control Massachusetts transport digital screens
The Massachusetts Bay Transportation Authority (MBTA) has awarded a five-year contract to new advertising firm Outfront Media to oversee the organisation’s advertising. Outfront will pay to increase the MBTA’s digital screen number to 780 from 90 in stations and vehicles, with the MBTA receiving 70% of Outfront’s revenue. The company expects $136m in revenue by 2021. The new digital screens will show transport customers useful information and alerts as well as advertisements.

The Massachusetts Bay Transportation Authority awarded a new advertising contract on Tuesday aimed at boosting digital advertising revenue and improving the customer experience.

The new advertising firm, New York-based Outfront Media Inc., has signed a five-year contract after an extensive bidding and review process. The company will oversee all advertising for the MBTA, but the focus will be on implementing 700 more digital advertising screens in the next few years across the system — namely on station walls and in vehicles, with an emphasis on high volume locations.

The idea is to use the digital screens to connect with riders, offering useful information including train times, weather reports, and emergency alerts, in addition to advertisements.