The first ad campaigns on Viacom's Digital Escalator Panels will go live in May and will enable advertisers to create animated posters that feature changing text and images.
Viacom's decision to launch the panels comes ahead of the review of its £100m, 10-year contract with London Underground. Viacom is pitching against rival outdoor companies for the contract.
The first seven advertisers, also including 20th Century Fox and the British Museum, will use a combination of five-second and 10-second spots on both sides of escalators at Tottenham Court Road. Ads will rotate on a 60-second loop running throughout the day.
Viacom will hope that the D-EP trial will go better than its cross-track projection panels, which had to be abandoned after contractual problems.
Jon Lewen, account director digital at Viacom Outdoor, said: "It is a great endorsement of our digital development plans for the London Underground to have such high-profile brands working with us as launch partners."
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