Digital Projection Advertising On Tube Gets Go Ahead

TDI Advertising has signed a deal with London Underground, DHJ Media, CityLink Communications and Thales Telecommunications Services to launch digitally projected advertising on the London Underground.

A system called XTP will project images over the heads of passengers awaiting trains onto ceramic steel screens coated with dust resistant film on the opposite side of the tunnel. The system can accommodate still or moving images, which will run in a repeated cycle every two to three minutes, reflecting the average passenger waiting time of three minutes.

XTP is designed to stand alongside and complement existing paper posters, with the added advantage of the facility to buy by day part. Trials are due to start in autumn this year, with 100 sites in Zone 1 stations planned by the end of 2002, rising to 400 within the next five years.

A passenger survey on a similar system on Stockholm’s Metro revealed high brand recognition, with 76% of respondents able to name four brands they had seen advertised in this way. TDI’s join MD, Andrew Oldham said XTP “will combine the strengths of outdoor with the immediacy and targeting strengths of broadcast formats.”. TDI is currently seeking partners for testing and campaign bookings.

TDI Advertising: 020 7482 3000 www.tdimedia.com

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