• by Erik Sass  @eriksass1, November 5, 2015

Outfront Media is launching a new technology platform and mobile network for outdoor advertising that includes addressable digital displays and cross-channel targeting with mobile devices, the out-of-home media company announced this week.

The new platform, called Outfront ON Smart Media, combines cloud distribution with addressable displays and Outfront’s programmatic distribution network.

It will eventually include all Outfront outdoor inventory, including its transit, spectacular and “Prime” locations.

It’s already in use at the new 34th Street-Hudson Yards station, where addressable ad tech firm Videri is leveraging it for targeted advertising to transit passengers.

Outfront also bowed its new Mobile Network, boasting capabilities including geo-fencing powered by xAd, Wi-Fi and beacons, all of which can be used in conjunction with Outfront’s out-of-home displays for location-based marketing programs.

Outdoor advertisers using the new product will be able to create geo-fences and deliver locally tailored messages as part of national campaigns, as well as deliver sequential messages to the same consumer.

It should also allow marketers to measure business results more accurately, for example by determining if a consumer exposed to mobile and outdoor ad messages then visited a physical store or took some mobile action.

The new capabilities build on Outfront’s (previously CBS Outdoor) existing partnerships with xAd. Last November, mobile ad platform xAd unveiled a new retargeting tool linking out-of-home and mobile ads based on location, developed in conjunction with out-of-home communications agency Posterscope.

In December, Posterscope unveiled a real-time trading platform for digital billboards, powered by digital-out-of-home technology and data company Vistar Media. Launch partners included Outfront Media and Lamar.