New LCD Ad Screens Rolled Out On London Underground
CBS Outdoor has introduced the next phase in its £72 million London Underground transformation programme, launching its new high definition LCD advertising screens in Tube ticket halls and corridors.
A total of 36 key stations on the Underground including Charing Cross, Canary Wharf, Bank, Notting Hill and Embankment will be equipped with the new 57-inch screens, which feature silent HD video.
Installation has commenced with launch advertisers including Virgin Trains, Virgin Atlantic and Zurich Insurance (see Big Names Sign Up To Major Digital Outdoor Network), who will use the screens to run five-second advertisements with ad messages in short bursts as consumers exit stations.
The LCD screens will be linked to CBS Outdoor’s new single digital network, with remote access enabling advertisers to post up-to-the-minute, tactical messages, at the touch of a button. This ability to update campaigns online will in future allow advertisers to highlight in-store promotions, dynamic pricing and target commuters at different times of day.
Charing Cross, Euston and Paddington Tube stations have recently been fitted with new Digital Escalator panels (D-EPs) while Cross Track Projection (XTP) is earmarked as the next major product innovation in the programme.
“LCDs are the newest and most exciting digital advertising format to come to market this year,” said Nicky Cheshire, director of Alive at CBS Outdoor.
“They offer advertisers a high definition moving canvas and a degree of flexibility and tactical messaging that has yet to be seen in out of home advertising. LCD’s are another addition to our growing Alive portfolio.”
When CBS Outdoor, which this year rebranded from Viacom Outdoor (see Viacom Outdoor To Rebrand In New Year), won an extension to the LU contract in 2006 (see Viacom Clinches Tube Contract), CBS Outdoor’s chief executive Tom Goddard announced that the deal would ignite the digital revolution in Outdoor advertising (see Viacom Tube Contract To Lead Digital Ad Revolution).
CBS Outdoor: www.cbsoutdoor.co.uk