​CBS Sports and Turner Broadcasting are going under the streets of New York to promote their upcoming coverage of the Men’s March Madness NCAA Basketball Tournament.

The broadcasters are the launch partners for CBS Outdoor’s new first-of-its-kind digital network of screens in 10 New York City subway stations that feature real-time, dynamic content programming.

Turner and CBS will use the five-and-a-half-foot screens initially to promote upcoming March Madness hoops, but they will also feature promos for TNT, TBS, truTV, Adult Swim and CNN.

While there is no sound coming from the screens—Subway safety announcements take precedence underground—employees at the Turner campus in Atlanta can control the programming in near real-time. With only a 30-second delay, content can be swapped out whenever needed.

AdWeek reported Monday that Turner and CBS are currently using the screens to promo TNT dramas “Dallas” and “Rizzoli & Isles,” as well as CNN’s “Chicagoland.”

“These kiosks allow us to dynamically showcase the breadth and variety of Turner’s networks in real time,” said Dennis Camlek, SVP Turner Media Group, TBS, Inc. “It’s a creative canvas which helps us drive both consumer and trade awareness of our original entertainment, sports, and news programming.”

Roughly 7 million people use the New York City subway system every day, and the first ten screens in the outdoor network are at some of its most heavily trafficked stations, including Grand Central, Times Square, Columbus Circle, Bryant Park, Lincoln Center, and Herald Square.

Read More: AdWeek

Brief Take: CBS and Turner are launching digital advertising capability that offers near-real time, dynamic content programming that reaches millions of commuters every day.

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