The 2200 square-foot billboard at 1500 Broadway in New York's Times Square is the first digital billboard deployment of ON Smart Media's Liveboard and advertising.app (ad.app) technology that consists of connected, digital displays that run Android-based advertising applications.
JetBlue and Barclaycard are the first advertising partners to combine the power of real-time data and creative storytelling with their very own ad.app to showcase how customers can fly faster than they think with the new JetBlue® Card, one of a suite of credit card products that offer the latest way to earn points in JetBlue's TrueBlue loyalty program.
Developed in collaboration with ON Smart Media, the JetBlue Card ad.app utilizes multiple real-time data feeds and a complex rules engine to calculate and visualize the travel time needed to catch the next JetBlue flight departing New York City's John F. Kennedy airport to a selection of destinations. A series of connected data feeds take into account traffic time, airport dwell time and flight information to inform a countdown clock, which tracks the overall travel duration to featured destinations. The ad.app will also present a predetermined hashtag to the viewers at select times. The first viewer to tweet each hashtag to JetBlue's Twitter handle (@JetBlue) will win a voucher toward one round-trip JetBlue flight.
"This is a city renowned for advertising and innovation, and we are thrilled to debut the world's first large format billboard with ad.app technology in Times Square," said Andy Sriubas, Executive Vice President, Strategic Planning & Development, OUTFRONT Media. "JetBlue and Barclaycard have always been forward thinkers. They have created a standout digital campaign, which earns the attention of consumers using dynamic engaging content on an enormous vivid display. Their amazing team took advantage of conditional triggers, adaptive creative and other cutting-edge technology to enhance the experience for the hundreds of thousands of pedestrians who pass through Times Square each day."
"The OUTFRONT collaboration presented a unique opportunity to engage and educate our customers," stated Philip Ma, JetBlue's manager of advertising. "In partnering with an innovative media company, we are able to tap into the ever-growing digital trend while creating awareness around the new JetBlue Card issued by Barclaycard."