Out There: Sidetrack Goes Digital in L.A.

Sidetrack Technologies, one of two companies specializing in animated ads in subway tunnels, went digital in the Los Angeles County Metro on May 13.

The new electronic LED technology, installed in the Metro Red Line subway, displays 15-second ads to passengers traveling between Hollywood/Highland and Universal City. Initial advertisers include Warner Bros. for the new Speed Racer movie and Target.

As reported in Out There April 14, SubMedia is also converting to digital by the end of the year in Chicago and Washington, D.C. Both SubMedia and Sidetrack partner to sell the space across markets, but the two do not have a joint venture to convert the L.A. metro.