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First Digital Advertisers Make Debut On Tube

First Digital Advertisers Make Debut On Tube

Sarah Pearce – MediaTel NewsLine

British Airways, O2, Direct Line and 20th Century Fox are to be amongst the first advertisers to use digital poster advertising technology on the London Underground.

The first wave of advertising campaigns using Viacom Outdoor’s Digital Escalator Panels, enabling advertisers to create animated posters that move or feature changing text, will go live in May.

Viacom Outdoor has been working in partnership with London Underground management and technical partners for some time to launch the digital posters on the tube. They are being tested at Tottenham Court Road Station, which has the busiest escalators on the network.

The sites will be linked together electronically, enabling advertisers to use all the sites on the escalators in unison. Images will be able to ‘transfer’ from screen to screen travelling up or down the escalator. Advertising on the sites will be controlled remotely from Viacom Outdoor’s offices.

Commenting on the technology, Jon Lewen, account director for digital at Viacom Outdoor said: “It is a great endorsement of our digital development plans for the London Underground to have such high profile brands working throughout the trial period.”

Richard Murfitt, head of advertising at O2, added: “O2 is a fresh thinking brand at its heart. In everything we do, from our tariffs to our customer to our media behaviour, O2 is keen to be at the forefront of new innovations.”

He added: “02 is keen to be one of the key partners with Viacom Outdoor on this project. Not only will the new technology underpin our freshness in the market, but also give us additional advertising standout.”

Viacom’s plans to install the new technology on London’s tube network was announced last month. The new technology is the first in the world to bring dynamic digital images to escalators, the company claims, with staircases able to work together to provide advertisers with easily organised site “takeovers” or images that follow travellers as they rise or decend on escalators throughout stations (see Viacom To Install Digital Posters On Tube).

Viacom Ourdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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