CBS Outdoor Launches Cross-Track Projection
Nestlé, Sky, Magners, Paramount, InBev and Dewynters have signed as the official launch partners of Cross-track Projection (XTP), CBS Outdoor’s new digital media opportunity on the London Underground.
From today giant cross-track screens (the equivalent of 14 ft TV screens) will beam soundless commercial content in full motion and HD quality at 23 sites at five of the busiest stations in the capital’s centre.
Piccadilly Circus, Bank, Liverpool Street, Euston and Bond Street have all been fitted with the projectors and giant screens, each linked to a new digital advertising network enabling partners to remotely update their messages on a 120′ loop, at the touch of a button. The partnerships will run for a minimum of six weeks from 30th June.
Sky and Nestlé have opted for an all-day presence on the sites, using different dayparts and 20′ spots in each loop to promote their distinct divisions or brands.
Tim Bleakley, managing director sales & marketing of CBS Outdoor, said: “The introduction of XTP is a landmark event for London media – I have no doubt in my mind that it is the single most significant media launch since channel Five.
“It’s the medium for the capital – cutting edge, capturing and captivating consumers and offering outstanding flexibility for advertisers. This launch has been three years in the making, working with best in class partners and consulting the industry every step of the way.”
CBS Outdoor: www.cbsoutdoor.co.uk