Your Exclusive Look Inside the Lab: Discover the Future of OOH with OUTFRONT XLabs

February 27, 2025

Inside OUTFRONT HQ on New York’s Park Avenue, there’s a place where the future of out of home advertising is being imagined, engineered, and executed: The Lab at 90 Park.

Here, our OUTFRONT XLabs team has created a cutting-edge space that mirrors the out of home media landscape, immersing you in a dynamic, climate-controlled journey through the possibilities of outdoor advertising.


Here at OUTFRONT, we’re reshaping the OOH media channel with nationwide digital networks, innovative products, advanced ad tech, and sophisticated strategies that fuse creativity with connectivity. In The Lab, our current and future advertisers can experience five unique vignettes that bring our vision to life, not just as a spectator but a part of the action.

Vignette 1: Roadside Digital – Where It All Began

We kick off with roadside digital, the birthplace of OUTFRONT’s digitization story. These high-impact billboards deliver quick, several-second glances along bustling highways, perfect for building mass awareness and making a statement in high-traffic areas.

Vignette 2: Livecard Network – Captive Audiences on the Move

Next, we head underground to explore the Livecard Network, featuring the groundbreaking Motion Advertising eXperience—aka Livecard MAX. These full-motion digital screens inside New York City subway cars reach the only truly captive out of home audience, with riders engaged for an average of 30 minutes per trip, twice daily (SOURCE: MTA). It's an immersive mobile canvas with powerful engagement potential.

Vignette 3: Liveboard Network – Dynamic Displays in Transit Hubs

Moving from subway cars to station platforms, we encounter the Liveboard Network – sleek, networked displays with an average dwell time of six minutes (SOURCE: MTA). Liveboards are available in single or triptych arrays and can be purchased programmatically. These vertical screens deliver synchronized full-motion video, reaching audiences across New York’s MTA and transit hubs in cities like Washington, D.C., Miami, and San Francisco.

Vignette 4: Digital Urban Panels – Connecting at Street Level

Back at street level, our Digital Urban Panels (DUPs) and full-motion Video Urban Panels (VUPs) expand OUTFRONT’s digital footprint even further. Perfect for interactive content, these displays create vibrant connections with pedestrians, drivers, and subway riders alike. With dwell times of one to two minutes at busy intersections, they’re ideal for driving foot traffic to nearby retailers and building brand engagement in urban environments (SOURCE: MTA).

Vignette 5: Large-Format Digital Spectaculars – Commanding the Skyline

Finally, we ascend to the big leagues with large-format DOOH spectaculars in entertainment and lifestyle corridors such as Times Square and the Penn District. These massive displays dominate their surroundings, boasting dwell times of over eight minutes (SOURCE: MTA).

Advertising in Times Square or other iconic locations has been proven to make the products advertised seem higher in quality, more desirable, and more memorable (SOURCE: The Harris Poll).

That’s why they’re the ultimate stage for “eventizing” campaigns with streaming, interactive features, and even anamorphic 3D content that amplifies brand recall, sparks FOMO, drives engagement, and fuels the phenomenon of social out of home (#sOOH).

A Cohesive Campaign, a Unified Vision

Each of these formats offers advertisers a unique way to connect with audiences. When planned and executed together, they can create a powerful, cohesive brand experience that works seamlessly across diverse touchpoints.

At OUTFRONT XLabs, innovation isn’t just an idea, it’s our reality. Contact us today and let’s design the future together!

Author: Chad Shackelford, VP/Head of Digital Creative @ OUTFRONT

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