The £19 billion addition to London’s rail transport system represents the largest ever launch of digital advertising assets in the city at any one time.
London’s new Elizabeth Line rail transport system has opened with 329 new advertising displays, making it the largest launch of digital advertising assets at any one time on the Transport for London rail network.
Eight central stations on the line have all been built with advertising displays embedded in their design, according to an announcement by operator Transport for London and DOOH company Global.
These new stations feature seven pairs of full-motion enabled Digital Ribbons and 16 new-format Digital Runways – made up of 235 platform edge screens – which are exclusive to the Elizabeth Line.
There are also four high-impact, ultra-HD Digital Gateway screens, including one that measures 28sqm over the escalators at Tottenham Court Road station, and 32 new digital billboards (D6s) which have been installed in high-visibility locations such as ticket halls and corridors.
The new displays have already attracted Google, MoneySuperMarket, Reed.co.uk, Sage and Schweppes as the first brands to advertise on the new line.
The railway line, which took 13 years to build and cost an estimated £19 billion, adds 10% to central London’s rail capacity and will have an estimated 170 million passengers a year by 2026.
Mike Gordon, chief commercial officer at Global, said: “We’re delighted to be part of this historic launch with TfL and all our advertising partners. The Elizabeth line will transform the future of London’s transport and connect millions of people to the heart of the city faster than ever before. “For brands looking for a platform, the breath-taking, spacious, modern stations are unlike any other transport environment in the UK, providing an enormous digital canvas to truly stand out and reach vast audiences.”
Chris Reader, head of commercial media at Transport for London, said: “This is the most significant addition to London’s transport network in a generation and we are thrilled to be offering brands yet another exciting opportunity to reach new and existing audiences on our transport network. With a range of impressive formats available, we are excited to see how advertisers will use our new assets to push the boundaries of creativity and innovation with their campaigns.”
Reference : AVinteractive
