The incumbent for the London Underground contract said the dynamic screens would enable advertisers to create animated posters, show different advertisements depending on the time of day and update the content remotely.
Jon Lewen, account director for digital at Viacom Outdoor, said the escalator panels would enhance consumers' experience of advertising on the Tube and provide new creative opportunities for advertisers.
"We are committed to exploring new and innovative ways to capture and captivate London Underground users," he said.
This is not the first foray into digital posters for Viacom, which is the incumbent for the London Underground, Victoria Coach Station and Docklands Light Railway contract.
The company trialled a more complex concept with cross-track projection in 2002, but was forced into an embarrassing withdrawal after the technology partner failed to deliver on its promises.
Viacom will work with London Underground and technical partners to create the sites for the animated escalator posters and will be widely available after an initial test period.
It is intended that the 66 digital escalator panel sites will display seven different advertisements lasting either five or 10 seconds each on a 60-second loop.
Tottenham Court Road station was chosen because it is the busiest on the London Underground network, with more than 60,000 passengers a day.
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