According to a recent report in the New York Daily News, the New York City Metropolitan Transit Authority will soon begin installing what it calls the “world’s largest out-of-home digital media program.”
Reporting from the MTA’s board meeting on February 25, the newspaper says that over the next five years, about 37,000 new video screens will be installed throughout in subway and commuter rail cars throughout the city. The MTA will control 20 percent of the content on the screens, meaning, “We have in effect lots and lots of New Yorkers whose eyeballs we can sell to advertisers,” the paper quotes MTA construction chief Janno Lieber, who gave a presentation to the board.
In addition to the screens in the cars, another 16,000 will go into subway and commuter rail stations.
Installing and operating the screens will be New York City-based OUTFRONT Media, an out-of-home media company that signed a 10-year contract with the MTA.