It has recently been reported that Viacom, the current holder of London Underground’s outdoor advertising contract are to show digital advertising on escalators for the first time ever.
A trial of the D-EPS (Digital Escalator Panels) is set to start within months, but with tests taking place over the next five days on the busiest escalators within the Underground network – namely Tottenham Court Road.
The screens are set to be placed at the top of the escalators – but fears of congestion are already being brought up.
Jon Lewen, Viacom Outdoor’s digital account director said:
"We are committed to exploring new and innovative ways to capture and captivate London Underground users. DE-Ps will both enhance the consumer’s experience of advertising on the Tube and offer revolutionary new creative opportunities for our clients to connect with this audience in a more creative and tactical fashion."
The 66 video panels will show moving images and text, although LU has stated that they will not display TV or film advertising on safety grounds "for fear of distracting travellers".
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I have seen them! On the upside of Tottenham CR, out into the station, images of some clearly required, urgently needed, home insurance product. Nothing like starting up with a bang eh?
Very clever looking – just got to get FCUK’s marketing budget up and there is a sound-free visual brand experience waiting to happen. Like a postcard? It stops me staring at the downside.
September 19th, 2005 at 6:38 pm