CBS’s New York ‘Hyper Local’ Ad Zone

CBS is engaged in an interesting experiment in New York. It has created a free WiFi zone that spans about 20 blocks. Anybody that has WiFi on a mobile device or a laptop will get access. CBS outdoor billboards and the New York MTA have provided the locations to support the zone.

Here’s the WiFi zone:

Wifi zone

But here’s what’s really interesting about the project:

The service features an ad-supported home page with breaking local and national news, sports, weather, music and a social network. The super-local focus lets users search for nearby shops, restaurants and entertainment . .

In addition to the MTA association, CBS partnered with several next-generation companies, including Tropos, BIG, Fon, Ning, Goowy, Veoh, Yelp, 1020, Aptilo and Can-Do Entertainment. The CBS Mobile Zone provides interactive ad opportunities for individual billboards.

Super local ad targeting has always been held out as an opportunity in public WiFi environments. However, I spoke to someone on Friday about the ad targeting technology that’s being tested here and it’s quite impressive (if I understood correctly).


One Response to “CBS’s New York ‘Hyper Local’ Ad Zone”

  1. CBS Outdoor’s Cool Test « State of Local Says:

    […] Cool Test November 20, 2007 — Dan Endy CBS Outdoor has got a pretty cool new hyper-local, multi-platform test going on in New York that bears watching. CBS created a free 20-block WiFi area in Manhattan using […]

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