OUTFRONT Media introduced OUTFRONT QRad, a new capability for its Liveboard digital out-of-home (DOOH) assets that allows audiences to engage, participate, and shape what is being displayed on the screens, according to the company's news release.

OUTFRONT QRad is a new content control capability that allows audiences to engage with ads by triggering changes directly on OUTFRONT's Liveboards. Active commuters can scan a QR code and select pre-set creative options to choose their own ad journey.

According to a recent survey, over 40% of subway riders have scanned a QR code on an ad on a digital screen to receive incentives, offers, coupons, or other valuable information, and would scan again.

OUTFRONT has partnered with a nonprofit to develop an out-of-home campaign to raise awareness of childhood domestic violence. The campaign was developed in partnership with the Childhood Domestic Violence Association.

"Of all the adversities one can face in their childhood home, childhood domestic violence is amongst the least known, even among the 1+ billion alive today who have experienced it," said Brian F. Martin, founder of the Childhood Domestic Violence Association. "We applaud OUTFRONT for understanding that awareness is the first step towards resiliency and through their efforts, awareness will increase."

The "Change The Ending" campaign began in October, during Domestic Violence Awareness Month and will run throughout the year around the country on OUTFRONT DOOH assets, with the QRAD-specific creative running on the Brightline rail in Miami and the Minneapolis Skyway system.

"OUTFRONT QRAD significantly ratchets up the effectiveness of campaigns by delivering a new type of interactive engagement in DOOH," said Chad Shackelford, VP head of digital creative at OUTFRONT Media. "By employing OUTFRONT QRad, we believe brands can achieve deeper levels of 1:1 engagement including, but not limited to e-commerce activations, increased lead generation, and social media awareness."