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WMATA installs 28 new digital ad displays to boost revenue

The Washington Metropolitan Area Transit Authority (WMATA) has added 28 new high-definition digital advertising displays at 14 rail stations to increase revenue.

Each digital display is expected to generate at least four times more revenue than the static ads they replace, WMATA officials said in a press release. The new displays also will expand the agency's digital advertising network, which includes 72-inch interactive touch screen displays at eight stations and a new three-panel digital wall at the Navy Yard Station.

WMATA's advertising contractor, OUTFRONT Media, funded the new screens, which came at no cost to the agency. Digital ads will rotate in five, 10 and 15 second intervals, allowing the agency to maximize advertising revenue with multiple ads on each screen, WMATA officials said.

"The new digital ad displays provide a dynamic new platform for our advertisers and have the potential to generate new revenue that will help support the essential rail and bus services that [WMATA] provides to the region," said WMATA General Manager Paul Wiedefeld.

The screens also will be used for emergency communications to passengers.

Each year, the agency generates more than $20 million in advertising revenue on trains, buses and in stations. WMATA expects to install 22 more digital displays by the end of the year.

Contact Progressive Railroading editorial staff.

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