CBS Outdoor has unveiled what it is calling the world's first-ever high-definition video platform poster, to promote HBO's newest season of vampire series True Blood.

The poster, in New York’s Times Square subway station, shows commuters a preview of the season on an ultra-thin, 10-inch LCD screen, complete with audio. The screen is embedded into traditional two-sheet posters, according to CBS Outdoor.

CBS Outdoor vp of digital media, David Lane, says the combination of digital media and print gives HBO the opportunity to "create unique, personal and engaging experiences" with consumers.

Viewership Jumps

This season’s campaigns may have helped boost viewership for the premiere episode of season three. The Sunday-night premiere drew 5.1 million viewers, up 38% from the season two opener and up 19% from season two’s average performance. Including the 11pm replay, the show pulled 6.4 million viewers.

The season-three premiere was not an all-time high for the show, which once pulled 5.3 million for a single airing, reports The Hollywood Reporter (via MediaBuyerPlanner). More Bloody Campaigns

HBO has chosen a variety of innovative ways to reach consumers to promote the popular series, including selling a fake-blood drink in vending machines, launching a poster campaign with a new poster unveiled every week across the weeks leading up to the season three premiere, and creating six mini webisodes, complete with the full True Blood cast.

DOOH Growing

HBO's use of a new digital out-of-home technology comes as DOOH increases in popularity among marketers attempting to reach consumers as they spend more time away from their television sets. The medium is expected to increase at an annual rate of 13.5% annually, from $2.2 billion in 2009 to $3.7 billion in 2013, according to BIA/Kelsey. DOOH’s growth will far outdistance that of traditional out-of-home, which is expected to grow at a rate of 1.4%.