Newspaper article The Evening Standard (London, England)

Moving Ads Planned for Tube

Newspaper article The Evening Standard (London, England)

Moving Ads Planned for Tube

Article excerpt

Byline: PATRICK SAWER

COMMUTERS stranded on Tube platforms by delayed and cancelled trains will soon be able to pass the time with a new distraction - moving advertisements.

A hi-tech "real-time" advertising system will go on trial at Oxford Circus and Euston stations within six months before being extended to 100 screens throughout Zone 1 of the Underground by the end of next year, it was announced today.

Tube chiefs hope that within five years there will be screens at 400 sites, generating up to [pound]500 million in advertising revenue over 12 years.

The advertising will be controlled by a central digital server and can be altered to suit the time of day and the changing consumer profile of passengers. Each platform will have between four and six curved screens using IMAX projection equipment to display images which can be changed faster than the arrival of the next train.

The system, called Outdoor Evolution, has been developed by Swedish firm DHJ Media with London Underground's advertising contractor TDI. …

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