New Street-Level Video Format Penetrates New York City Neighborhoods
Digital Carts offer an exciting new media format that delivers where other DOOH options fall short.
Street-level video has grown in relevance as audience fragmentation makes it increasingly difficult to connect to your targets. Finding opportunities to activate out-of-home video is burdensome because it is only offered in limited locations and mostly on smaller screens.
Digital Carts are a new exciting digital media format that delivers where other options fall short. Location limitations and smaller screens have restricted out-of-home opportunities in some of the most desirable neighborhoods. Now, digital carts offer the opportunity to connect to highly-coveted audiences with street-level video.
Digital Carts engage consumers with two super-bright high-resolution screens. The giant 112-inch diagonal main screen faces the street, grabbing the attention of almost every auto and pedestrian that passes by. The 45-inch portrait display faces approaching pedestrians and is perfect for sequential messaging. The ultra-bright displays faithfully reproduce colors and are great for live-action assets.
Location and Scale
The Digital Cart Network is growing fast. At first, they will appear in the hardest-to-reach areas of the city: the Financial District, SoHo, Washington Square, Union Square, Chelsea, and the Upper East & West Sides. These high-value New York neighborhoods have mostly rejected permanent digital out-of-home installations, a gap that the Digital Cart Network can readily fill.
Current plans are for the fleet to expand into dozens of neighborhoods by the third quarter of 2022. As the network grows, they will be ubiquitous across the city. Digital Carts will soon provide the scale and reach needed to be a principal option in your media toolbox. Rapid network expansion plans will create a ubiquitous cart presence in the city, making it a must-have option to include in your media plan.
Buying Options
Digital Carts have such a wide variety of potential uses that we created a couple of options as thought starters. They should provide the right solution for your campaign, but Adkom is always happy to build custom plans for your agencies or brand.
Street-Level DOOH Media
Connecting through experience is how a brand becomes loved. Digital Carts can create an engaging experiential solution that generates that kind of positive feeling. Wrapping a Digital Cart in bold branding and deploying it in a strategic location is a Marketer’s dream. With a built-in food prep area and secure interior storage, they are wonderfully suited for a sampling station or as a home base for your street team.
Bloomingdales, a brand well-known for trendsetting, was the first to use a Digital Cart in this manner. They celebrated the re-opening of Broadway by throwing a colossal event in front of their flagship store on 59th in the heart of Midtown Manhattan. The Digital Cart wore a classic checkerboard pattern that extended the branding to the curb. Custom video creatives grabbed attention and helped draw big crowds to the event.
Grocery delivery startup JOKR perfectly executed a street team activation using Digital Carts. They chose locations at strategic NYC intersections from the Financial District to the Upper East Side. The bold colors of the branded carts grabbed the attention of passersby. They had street teams handing out free goodies and generating buzz. Custom video creative helped unify the activation and delivered a fantastic experience.
Digital Carts Are Part of a 16,000+ Unit Marketplace.
Adkom makes adding Digital Carts to your plan as easy as sending one invoice. Our platform connects leading media owners into a unified network with an industry-leading scale. Our easy-to-use marketplace also lets you tap exclusive inventory from Citi Bike, the most successful bike-share program in the Nation, Halo by Lyft, the largest fleet of Digital Taxi Tops, or any of our 16,000+ units across 185+ DMAs.
Digital Carts deliver impactful street-level video inventory that was not previously available. Paired with the efficiency offered by Adkom, your out-of-home media buying just got a lot easier. Please contact us at contact@adkom.media to connect with one of our account representatives.
