News

Source: Marketing - Alison Donnelly

Giant cross-track screens will beam soundless commercial content in full motion and HD quality at 23 sites within five of central London's busiest stations. The new offering has been trialled at various sites in recent weeks

Piccadilly Circus, Bank, Liverpool Street, Euston and Bond Street have all been fitted with the hi-tech projectors and giant screens, each linked to a digital advertising network that enables advertisers to remotely update their messages. The six launch partners will run ads for a minimum of six weeks, starting this week.

Sky and Nestle have opted for an all-day presence on the sites, using different messages to promote specific brands. Sky News will use a morning slot to advertise to commuters, while Sky One and Sky Movies are using evening slots to promote that evening’s programme schedule. Sky Sports will focus on weekends to tie in with key matches and events. Nestle will alternate ads for its Boosted Smoothies, Purina One and Perrier brands, while InBev plans to use a bespoke creative for Stella Artois.

Tim Bleakley, managing director of sales and marketing at CBS Outdoor, said the launch of XTP was a landmark event for London media. ‘I have no doubt that it is the single most significant media launch since Channel Five. This launch has been three years in the making, working with best-in-class partners and consulting the industry every step of the way.’

CBS Outdoor is investing £72m in its sites on the London Underground, which includes the installation of 2000 digital screens and150 XTP screens. It hopes to complete the programme this year.