CBS Outdoor Launches Interactive Tube Map Planning Tool
CBS Outdoor is to launch an interactive version of the London Underground Tube map to provide advertisers with a unique planning tool to help identify the different types of consumers that use each of the stations.
The new map, titled ‘The People’s Map of London’ www.talk2london.com, has been developed to accompany CBS Outdoor’s GMap system that uses multiple data sets, including census and Thomson Intermedia data to create a detailed picture of where different audiences congregate across London.
Using the iconic Harry Beck map as a template, CBS Outdoor has created an interactive version that provides advertisers with a profile for each and every station on the network. Users can simply click each Tube station to reveal a wealth of information regarding anything from audience profile data, footfall and recommended restaurants.
The map will be used in conjunction with CBS Outdoor’s ‘Precision Six-Sheet Packs’ that offer advertisers pre-selected six-sheet sites to target specific demographics at the most relevant Tube stations.
Examples of the Precision Packs include the ‘Family Pack’ or the ‘High Earners Pack’, which brings together those stations that have the greatest coverage of families or high earning individuals. The new map will act as a visual aid to show advertisers the location of the stations included in the packs. CBS Outdoor can also offer advertisers bespoke Precision Packs where advertisers can match audience or location data to the relevant stations to fit in with their target market.
Tim Bleakley, managing director sales and marketing of CBS Outdoor, said: “The Underground is not just the heart of London, it is the veins and the capillaries as well. This tool brings to life the unique broadcast and narrowcast targeting ability the Underground can deliver in London.
“We’ve invested £72 million in improving the quality of display and advertising environment and Precision Six-Sheets is another key initiative that demonstrates that the Tube is the No. 1 way of reaching London’s diverse range of consumers on the move.”
James Copley, director of client business at OOH media agency Kinetic, added: “We’ve always known that the Tube is an excellent medium to identify and target distinct audiences based on its ability to reach into the heart of communities and cultures. This initiative capitalises on this unique benefit now making it much easier for planners to talk to the right people in the right places. ”
CBS Outdoor: www.cbsoutdoor.co.uk