Machinima was the first YouTube network to air a traditional TV ad, but Blip may be the first online video entertainment company to advertise in New York City’s subway system.

The Metropolitan Transit Authority recently became the recipient of an undisclosed amount of Blip’s marketing budget when the recently rebranded online video distribution platform and new media studiodecided to advertise to NYC’s 5.3+ million average weekday and 5.6+ million average weekend subway riders.

“Blip is going in a new direction with curated content that is easy to find and that can be watched anytime, anywhere,” said Robin Wilson, Blip’s Vice President of Operations. The ads reflect as much, showing how a variety of ethnically diverse people “blip” and find “the best in original web series” at blip.com.

The campaign was up and running on April 15 and can be seen in New York’s underground trains and stations until May 15. Blip undoubtedly hopes all of the advertisers in town for the Digital Content NewFronts who ride NYC’s mass transit system will take notice and possibly even “blip” themselves.