CBS Outdoor has signed its first exclusive branded content deal with branding agency Heavenly, ahead of the commercial roll-out of its new Cross Track Projection (XTP) system this summer.
Heavenly will use XTP as a branded content platform on behalf of its broadcast clients, including Current TV, BSkyB and ESPN.
Tim Bleakley, managing director of sales and marketing at CBS, said the deal demonstrated the potential of the new system beyond traditional spot advertising.
The XTP system allows moving, high-definition ads to be digitally projected onto the wall opposite London Underground platforms.
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