The company has introduced 66 digital escalator panels at Tottenham Court Road Tube station. These will initially display seven different ads lasting either five or ten seconds on a 60-second loop. The screens will go live on 2 May.
All of the posters are linked electronically, so they can be used in unison. For example, images will be able to move from poster to poster travelling up or down the escalator.
Viacom Outdoor is hoping to sell the posters to different advertisers in different dayparts so that theatres or entertainment venues could use the poster sites to reach people enjoying a night out in London while retailers could use the screens to target shoppers during the day.
The innovation comes as Viacom Outdoor prepares to defend the £1.2 billion Transport for London account. Ten companies, including Clear Channel, JCDecaux, Primesight and a consortium involving Maiden Outdoor, are preparing to bid for the ten-year contact.
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