For anyone who forgot to grab a newspaper for their commute, Exterion Media and Transport for London (TfL) have announced a partnership with Euronews to bring live news content to London Underground.
The video content, to be broadcast via Exterion’s new DX3 screens across the tube tracks, will carry “positive London, local and international news” across 15 stations, reporting on sports, technology, weather, business and lifestyle updates.
Exterion said there will be an “initial phase” in which audience response will be assessed to inform commercial opportunities for brands, such as content sponsorship and adverting alignment.
“In our world of 24-hour content, this is an exciting industry development for taking broadcast news to the Tube,” said Richard Simkins, creative solutions director at Exterion Media.
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“We know that Londoners are spending more time away from their homes, with four million people using the Tube every day. Our full-motion DX3 channel is an unrivalled way to distribute premium, entertaining video content to this audience and enhance their journey experience.”
Looking ahead, Simkins said he is confident about the new advertising and commercial opportunities the partnership with Euronews will unlock for advertisers.
Since the 60 DX3 screens launched late last year, brands that have advertised on them include Natwest, Paypal, Lucozade, British Airways, Nike, Tesco, Virgin Holidays and Sony Playstation.
Chris Reader, head of commercial media at TfL, said the new digital platform displays are one of the many ways TfL is “transforming” the advertising estate to make it “more attractive for brands” and raise revenue that can be reinvested in modernising the transport network.
DX3 screens are connected to the internet and have “dynamic functionality” to serve ads. Exterion said it will now work with all the major digital adtech companies to help deliver campaigns for clients.
Thus far, the DX3 screens have carried reactive headlines, news stories, sports scores and contextual messages. Exterion said it is also exploring live feed capabilities.
The terms of the commercial agreement between Exterion and Euronews were not made public, but Exterion said it hopes the deal will mark the start of “a long and beneficial partnership”.
