CBS Outdoor Rebrands as Outfront Media

The out-of-home industry has transformed over the last decade to perfectly position itself for the future. CBS Outdoor is taking a leadership role in this industry transformation. Starting in November we will be known as Outfront Media. The new brand name will be visible on hundreds of thousands of billboards and digital screens, in train stations and on buses and other out of home advertising locations from Times Square to the Sunset Strip.

The way we describe our business – as Media rather than Outdoor – is an intentional choice that acknowledges the increasingly strategic and integrated role of out-of-home advertising in the overall media mix. Outdoor was already one of the most impactful forms of advertising; with the addition of digital, social and mobile, there is a huge upside for marketers looking to diversify and create campaigns that are truly impactful.

The creation of the Outfront Media brand is the result of a transformational year for CBS Outdoor, which started with the addition of our CEO Jeremy Male, an industry veteran with experience in Europe, a region where OOH has a considerably larger share of overall ad spend. This set the stage for our listing on the New York Stock Exchange last March and the split-off from the CBS Corporation in July, the final step in our independence.

Our recently completed acquisition of the outdoor division of Van Wagner came next. This added some of the most desirable advertising inventory in the country to our portfolio. And finally, it is being capped by the launch of our new brand name, corporate identity, stock ticker and brand positioning.

The name Outfront Media resounds with our new positioning, as we will be out front in terms of leadership and bringing new technologies to market with an increased focus on digital. New customer initiatives, including an insights community and an internal creative studio, and our new NYSE stock symbol – OUT – reinforce our market leader position.

Over the next month, we will be rolling out Outfront Media across the country. We are not walking away from what made CBS Outdoor a success, but rather building on that to create an industry leader with some of the best assets, audiences and people in the business.

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