Viacom To Install Digital Posters On Tube

Viacom Outdoor is to introduce digital escalator posters on the London Underground network, representing a true media first and enabling advertisers to run dynamic and engaging campaigns with many features simply unavailable using current advertising techniques.

The Digital Escalator Panels (DEPs) will initially undergo trials on either side of the escalators at Tottenham Court Road Tube station, enabling advertisers to create animated posters that move or display changing text and images.

The new technology is the first in the world to bring dynamic digital images to escalators, the company claims, with staircases able to work together to provide advertisers with easily organised site “takeovers” or images that can transfer from screen to screen travelling up or down the escalator.

Viacom, which sells advertising space on behalf of London Underground, has been working in partnership with the train network’s management and technical partners for some time to create the sites, which will go live with a broader advertiser base in the coming months.

Tottenham Court Road will feature 66 of the new screens, initially partnering seven different advertisers, including the London Underground. The screens will display adverts lasting either five or ten seconds, with Tottenham Court Road chosen as the test site as it is the busiest escalator on the Tube network.

The new technology poses numerous opportunities for advertisers, with local retailers able to promote their latest special offers throughout the day, while theatres, entertainment venues, pubs and bars can use the digital sites in the evening to reach travellers enjoying a night out in London. The poster screens would also enable broadcasters to highlight different programmes across their daily schedule.

During the initial launch period, however, Viacom will sell air-time on a two-week basis, with posters on both sides of the escalator carrying the same ads in rotation. Advertisers using the sites will also be required to work within guidelines drawn up by Viacom and London Underground, to ensure travellers safety is maintained while using escalators.

The project has been entirely funded by Viacom Outdoor, with the technology subjected to extensive safety tests to ensure the screens are impact and heat resistant.

Jon Lewen, account director for digital, at Viacom said: “We are committed to exploring new and innovative ways to capture and captivate London Underground users. DEPs will both enhance the consumer’s experience of advertising on the Tube and offer revolutionary new creative opportunities for our clients to connect with this audience in a more creative and tactical fashion.”

Steve Lewis, senior business development manager for London Underground added: “London Underground is pleased to be working with Viacom Outdoor on this exciting new technology. Advertising on the Tube brings in essential revenue which is then invested back into the Underground to deliver improvements to our customers. This new technology will be a fantastic medium with which to communicate to our customers.”

London mayor, Ken Livingstone, recently opened the bidding for the creation of an afternoon freesheet in the capital, ending the exclusive contract held by Associated Newspapers for sole distribution of the Metro newspaper within London Underground stations. The move is expected to attract a flurry of interest from publishers, eager to reach the tube network’s 19 million passengers each year (see Livingstone Opens Bidding For London’s Afternoon Freesheet).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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