Outfront Media Inc. OUT recently announced that it has installed the first ON Smart Media liveboards at the Caltrain Station in the San Francisco transit system. This deployment marks the first step in the comprehensive implementation of the On Smart Media technology throughout the San Francisco Bay Area transit system.
Notably, the displays have been installed at the northern terminus of the line at 4th and King streets. The station has a wide reach, experiencing a footfall of more than 62,000 riders daily. This will help Outfront Media promote outdoor advertising extensively. Further, the station already has numerous static displays and 17 liveboards consisting of seven back-to-back and a triple display to provide a unique experience to commuters.
Monterey Bay Aquarium, Sparkpost, American Express and Sharepost will utilize the newly-installed digital displays to advertise their respective brands. Per the Monterey Bay Aquarium management, the new technology will add a sparkle to brand marketing.
Notably, Outfront Media has partnerships with other Bay Area transit agencies and this installation will likely enable the company to fortify its presence in the tech capital of the nation. In fact, on Apr 25, the company was awarded the advertising franchise of the San Francisco Bay Area Rapid Transit District (BART) for 10.75 years, with two additional one-year options to extend the duration. In sync with this, it will start deployment of 600 ON Smart Liveboard digital displays, along with four large-format LED displays, this October.
These installations will offer an extensive digital display system and help outdoor advertising in California. Further, transformational upgrade of the transit system will enable brands to provide a dynamic experience to the city’s tech-savvy commuters.
These initiatives by the company reflect its aim to continuously improve rider experience in the transit across the nation. In fact, expansion of its portfolio in San Francisco marks Outfront Media’s presence in eight out of the 10 largest DMAs across the United States, according to Nielsen Media Research.
Of late, Outfront Media has been focusing on the expansion of its out-of-home (OOH) advertising business. Recently, the company partnered with Frisco Fresh Market, in line with its efforts to focus on the OOH advertising business. With this campaign, the company announced the inauguration of Frisco’s new outdoor farmer’s market.
Notably, the OOH advertising is growing at a rapid pace and continues to increase its market share compared with other forms of media. Therefore, the company is expanding its footprint and providing a unique technology platform to marketers in order to tap growth opportunities.
It offers advertisers additional data analytics features and helps draw more audiences. Additionally, the company’s digital platform offers real-time geo-location audience data to advertisers. This will help advertisers channelize their funds efficiently to Outfront Media’s assets. This is anticipated to serve as a major growth driver for the company.
However, Outfront Media faces stiff competition from other outdoor advertisers, regarding customers, display locations and structures. It also competes with other media, including conventional platforms along with online, mobile and social media platforms. This might affect the company’s pricing power in the market.
Amid soft market concerns, shares of this Zacks Rank #3 (Hold) company have underperformed the industry in the past three months. The stock has rallied 4.4% compared with the industry’s gain of 6.4%.
Stocks Worth a Look
A few better-ranked stocks from the same space are Arbor Realty Trust ABR, Columbia Property Trust, Inc. CXP and Extra Space Storage EXR. All three stocks carry a Zacks Rank #2 (Buy). You can the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Arbor Realty Trust’s Zacks Consensus Estimate for 2018 funds from operations (FFO) per share remained unchanged at $1.03 over the past month. Its shares have returned 18.5% in the past three months.
Columbia Property Trust’s FFO per share estimates for 2018 remained unchanged at $1.46 in the past month. The stock has gained 10.4% during the past three months.
Extra Space Storage’s Zacks Consensus Estimate for 2018 FFO per share remained unchanged at $4.62 over the past month. Its shares have returned 14.6% in three months’ time.
Note: Anything related to earnings presented in this write-up represents funds from operations (FFO) — a widely used metric to gauge the performance of REITs
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