Viacom Outdoor is first to trial new technology on escalators

by MediaWeek, Media Week 29-Mar-05, 00:05

Viacom Outdoor is set to trial digital screen technology on the escalator walls at Tottenham Court Road Tube station in what it claims is a world first.

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.