Viacom starts roll-out of digital panels

by Ben Bold, Media Week 05-Dec-06

Viacom Outdoor is to finally roll out its digital panel trial on London Underground escalators to four more stations, with 20 planned for 2007.

Work begins on the four new panels at Bond Street, Charing Cross, Euston
and Paddington this week.

They are expected to be ready within six weeks, with five further sites
earmarked for completion by the beginning of April.

The roll-out, which follows a trial at Tottenham Court Road station, is

managed by Alive, a new division that replaces the digital part of
Viacom Digital & Impact.

The team is headed by Nicky Cheshire, former head of Digital & Impact,
with Justin Stark remaining head of Impact.

The panels will initially feature Alive-branded animation to promote
Viacom's new brand, followed by advertising from firms including Fox
Films, Virgin Atlantic, Magners and Pioneer.

Alive is also rolling out LCD screens and cross-track projections from
early next year. Viacom said all 275 Tube stations will eventually
feature digital technology.

The division also plans to provide the technology to rail networks and
Docklands Light Railway.

"With digital, advertisers can take levels of engagement to a new level,
including better targeting," said Cheshire.

For example, at night, passengers travelling on the Tube are far more
likely to see alcoholic drinks advertising.

The screens, which are linked to a central hub, give brands the option
to run "dynamic" advertising animated sequentially across a series of
panels.