Intersection Boston Digital Media Kit

Boston Digital Advertising

Digital Out-of-Home Advertising

What is Digital Out-of-Home Advertising?

Digital Out-of-Home advertising is the intersection of out-of-home media and technology to serve timely, dynamic and relevant messages. Perfectly situated at Boston’s key subway stations, advertisers can reach commuters and pedestrians with impactful, full motion digital displays.

FOR THE PUBLIC

FOR THE ADVERTISERS

++ Provides useful

++ Audience measurement

information ++ Event triggered messages ++ Delivers valuable offers at the right time

++ Engagement ++ Ease of buying with standards and automation ++ ROI ++ Shifting ad budget to capture consumers in different environments ++ Day parting

INTERSECTION

BOSTON DIGITAL ADVERTISING

Digital Out-of-Home Advertising

Audience Our audience composition is diverse in ever y form . People live and work in Boston are exposed to the MBTA digital media footprint .

HHI

RACE 30%

28+ mins

20%

17% 13%

dwell time near digital screens $25k-50k

$75-$100k

Hispanic 9%

$100k+

White 64%

AGE

GENDER

$50-$75k

31% 28%

45%

55.8%

Asian 9% African Am. 11%

22% 15% 4%

Male

Female

18-24

25-34

35-49

50-64

65+

MBTA RIDER INFORMATION

Riders that are college graduates

Riders spent time at MBTA stations 4-7 days each week

56%

70% Riders traveling for business

Riders employed and work in professional management

69%

60%

Source: Nielsen On Location Audience Measurement Survey, Boston 2015.

INTERSECTION

BOSTON DIGITAL ADVERTISING

Digital Out-of-Home Advertising

DOOH Reaches Commuters DOOH media is more relevant and powerful than ever with continuation of growth in exposure.

DRIVES AWARENESS TO COMMUTERS

69%

67%

59%

PROMP TS CONSIDER ATION

of MBTA riders find real-time advertising messages appealing.

Frequent messaging + high dwell time locations = greater consideration & deeper consumer engagement .

of MBTA riders find full motion ads more engaging compared to static.

of MBTA riders notice digital screens with 28 minutes of dwell time.

38%

20%

of MBTA riders took action after seeing a digital ad.

of MBTA riders use their smartphones to search products advertised on digital screens.

GROWTH OF DOOH

by 2019, DOOH will capture 57.5% of total OOH ad spending in U.S. with $4.47 billion.

50%

2019

Source: Nielsen On Location Audience Measurement Survey, Boston. | eMarketer October 2015.

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BOSTON DIGITAL ADVERTISING

Digital Out-of-Home Advertising

Digital Availability I N - S TAT I O N D I G I TA L D I S P L AY S South Station

++ ++

D I G I TA L U RB A N PA NEL S

# of Screens

55" Landscape Screens

9

70" Portrait Screens

5

Haymarket

++

55" Landscape Screens

# of Screens 2

Back Bay Staiton

++

North Station

++ ++

55" Landscape Screens

6

70" Portrait Screens

4

55" Landscape Screens

2

Prudential Station

++

55" Landscape Screens

2

Downtown Crossing

++

55" Landscape Screens

12

Kenmore Station

++

55" Landscape Screen

2

Park Street

++

55" Landscape Screen

12

Broadway Station

++

55" Landscape Screens

2

Back Bay Station

++ ++ ++

55" Landscape Screens

6

70" Tri-Faced Portrait Screens

3

55" Portrait Screens

3

Kenmore Station

++

55" Landscape Screens

12

Harvard Station

++ ++

55" Landscape Screens

5

70" Tri-Faced Portrait Screens

3 From top to bottom: Kenmore Digital Urban Panel, North Station In-Station Digital Display

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BOSTON DIGITAL ADVERTISING

Boston Digital Footprint

MBTA Digital Footprint

DAVIS SQUARE PORTER SQUARE

MAP LEGEND Digital Urban Panels In-Station Digital Displays MBTA Red Line MBTA Blue line

HARVARD SQUARE Harvard

EAST BOSTON

MBTA Orange Line MBTA Green Line

STATIONS

KENDALL CENTRAL SQUARE SQUARE

NORTH END North Station

BEACON HILL Haymarket WATERFRONT

Har vard Park Street Downtown Crossing Nor th Station South Station Haymarket

Park St

BACK BAY

Downtown Crossing

CHINATOWN South

SEAPORT

Station

Kenmore

FENWAY / KENMORE SQUARE Prudential

Back Bay

SOUTH END

Broadway

SOUTH BOSTON

Broadway Back Bay Prudential Kenmore

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BOSTON DIGITAL ADVERTISING

Current Digital Footprint

90

NO. OF SCREENS

Current Digital Footprint D I G I TA L U RB A N PA N EL S

10

I N - S TAT I O N D I G I TA L

80

4 - W K I M P RES SI O N S

33+ million

1

1 Nielson & TAB Report

N TT EE RR SS EE CC TT II O ON N II N

B BO OS ST TO ON N D D II G G II T TA A LL A AD DV VE ER RT T II S S II N NG G

Prospective Digital Footprint

2017 Digital Footprint NO. OF SCREENS

280 D I G I TA L U RB A N PA N EL S

I N - S TAT I O N D I G I TA L

100

180

C O N SU M ER I N F O RM AT I O N

90% of riders are local residents.1 1 Nielsen On Location Audience Measurement Survey, Boston 2015.

N TT EE RR SS EE CC TT II O ON N II N

B BO OS ST TO ON N D D II G G II T TA A LL A AD DV VE ER RT T II S S II N NG G

South Station

IN-STATION DIGITAL DISPLAYS

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BOSTON DIGITAL ADVERTISING

In-Station Digital Displays

In-Station Digital Displays In-Station Digital Displays offer advertisers the opportunity to appeal to huge subway and rail audiences with creative that can be changed or updated throughout the day. Intersection’s expanding of digital advertising network is the future of Out-of-Home advertising.

Advertisements continuously rotate throughout the day, drawing consumer

DISPL AY INF ORMAT I O N

++ ++ ++ ++

Creative Flexibility Interactive Day Parting Dynamic Real-time Updates

++ ++ ++ ++

Social Media

++

70" Portrait Screens (Available at North Station and South Station)

++

70" Tri-Faced Portrait Screens (Available at Harvard Station and Back Bay Station)

Fully Animated 55" Landscape Screens 55" Portrait Screens (Available at Back Bay Station)

A V A I L A B L E S TAT I O N S South Station

Park Street Station

Kenmore Station

North Station

Harvard Square Station

Downtown Crossing

Back Bay Station

attention and increasing engagement levels up to 67% with the products and services appearing on screen.1

LO OP INFORMATION

:180 Ad Rotations: 15 seconds 3 Editorial, 1 MBTA ad rotation can be sold at 7.5 seconds.

1 Nielsen On Location Audience Measurement Survey, Boston 2015.

II N N TT EE RR SS EE CC TT II O ON N

BOSTON DIGITAL ADVERTISING

In-Station Digital Displays

From top left to clockwise: North Station Landscape In-Station Digital, South Station Portrait In-Station Digital, Harvard Station Tri-Faced In-Station Digital, Park Street Landscape In-Station Digital

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BOSTON DIGITAL ADVERTISING

South Station

DIGITAL URBAN PANELS

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BOSTON DIGITAL ADVERTISING

Digital Urban Panels

Digital Urban Panels Digital Urban Panels are a great way to reach a wide variety of

DISPL AY INF ORMAT I O N

++ ++ ++ ++

++ ++ ++

Creative Flexibility Interactive Day Parting

Social Media Fully Animated 55" Landscape Screens

Dynamic Real-time Updates

transit riders and pedestrians. Along with having full motion video capabilities, these displays offer advertisers the opportunity to rotate various creative messaging throughout the day as market conditions vary or campaign goals change.

A V A I L A B L E S TAT I O N S Kenmore Station

Broadway Station

Prudential Station

Haymarket Station

Back Bay Station LO OP INFORMATION

:90 Ad Rotations: 15 seconds MBTA Nex t Train Arrival & Ser vice Updates ad rotation can be sold at 7.5 seconds.

II N N TT EE RR SS EE CC TT II O ON N

BOSTON DIGITAL ADVERTISING

Digital Urban Panels

From top left to clockwise: Prudential Station Digital Urban Panel, Haymarket Station Digital Urban Panel, Broadway Station Digital Urban Panel, Back Bay Station Digital Urban Panel

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BOSTON DIGITAL ADVERTISING

195 STATE STREET 4TH FLOOR BOSTON, MA 02109 781.356.2009 INTERSECTION.COM