High-resolution advertisements are expected to appear in South Station by 2013, a development that could provide an anticipated $1 million in annual revenue for the Massachusetts Bay Transportation Authority.
Blue Outdoor, a media company based in New York, will install two twin 17.7-by-10-foot large format digital screens with audio designated for advertising by the end of the year.
Evan Seigerman, president of Blue Outdoor, said there is a big move toward digital media.
“The benefits are people don’t have to produce materials for advertising campaigns, and they can change their messaging very quickly,” he said. “So we thought it was time to install two boards that would compliment the existing signage that is being offered in South Station.”
South Station is an ideal location for advertisements, said MBTA spokesman Joe Pesaturo in an email.
Pesaturo said South Station is “New England’s busiest transit facility,” with more than 4 million monthly commuters.
Past advertisers at South Station include Apple, JetBlue, Merrill Lynch, Samsung and Pepsi, according to a press release by Blue Outdoor.
Installation will take place between mid-November and late December, Siegerman said.
Sales for advertising space will formally open starting Jan. 1, 2013.
Seigerman said the two screens combined, including installation, are approximately $1 million and will generate an anticipated revenue of close to $2 million a year.
Pesaturo said that under the agreement with Blue Outdoor, “annual net revenue generated at South Station is split 50–50 with the MBTA.”
Additional revenue is expected to allow Blue Outdoor to improve advertising opportunities at South Station, he said.
The screens were produced by Daktronics, the world’s largest digital billboard company.
Seigerman said the billboards are produced at what is classified at six millimeters — similar to a very high-definition TV screen — and will be high-quality resolution.
“We anticipate selling 90 to 95 percent exclusive advertising on the boards,” he said. “There will be some time for community-oriented messaging — weather reports, traffic reports, possible Amber alerts. The boards are also going to have audio as well.”
With more advertisers, there will be increased revenue that the MBTA will directly benefit from, Siegerman said.
He said based on initial feedback, “everyone is very excited.”
“South Station Boston, to date, is the largest station domination in the country, and that’s defined as the amount of signage that we’re currently offering in South Station Boston,” Siegerman said. “So it’s a very well known advertising asset, and this just adds another great dimension to our existing assets to what we can offer advertisers.”
Jacob Beck, president of Boston University’s AdClub, said advertising relies on finding a consumer in the right place during the right mindset in the right time.
Beck, a senior in the College of Arts and Sciences, said daily commutes are beneficial to advertisers and the screens will sell advertising space.
“I believe that Hill Holliday advertising agency could create great Dunkin’ Donuts’ advertisements for the morning commute to run during weekday mornings,” he said.
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