News

London Underground and CBS Outdoor have teamed up to pioneer a new form of digital advertising on the Tube. By the beginning of October, three cross track projection units will be installed at Euston station on the Victoria line platform 5, for a four week observation period.

Cross track projection (XTP) advertising is a new technology that allows moving advertising messages to be digitally projected onto the wall opposite the platforms in high definition.

The initial observation period will enable final testing of the system. Once complete, and provided the conclusions are satisfactory, the new technology will be rolled out across 24 major London Underground stations with 150 units to be installed from early 2008.

Richard Parry, London Underground's (LU) Director of Service development said: “London Underground has a proud history of innovation and we’re delighted to be working with CBS Outdoor to pioneer this technology in the UK.

“We hope that our passengers will welcome this technology and that it will enhance their travel experience through the provision of versatile and entertaining advertising on the Underground. 

“The new advertising media is expected to increase advertising revenues for London Underground which will be reinvested in the improvement of the Underground network."

The system, which is visual only, will initially show a selection of images from London Underground and CBS Outdoor. Ultimately the new advertising media is expected to increase advertising revenues for London Underground which will be reinvested in the improvement of the Underground network.

The replacement of cross-track bill posting will also bring significant environmental benefits with a reduction in paper and paste, which renders the paper adverts non-recyclable.  4.1 tonnes of waste per year will be saved from Landfills.

Andrew Oldham, Chief Operating Officer, CBS Outdoor comments, “XTP is the most eagerly awaited of our new digital products for London Underground and it will be a very proud moment for me and all those involved in this project to see XTP go live.
 
“The observation period is an important milestone in the programme and a precursor to the commercial launch.
“Full production of the final sleeker and more compact projection units will begin following the observation period.”
Alive will be launching a series of special themed advertiser packages across the coming Xmas and New year period.