Gold rush: TfL and Global unveil largest-ever launch of DOOH advertising space as Elizabeth Line opens to public

London Underground’s new Elizabeth Line, which will begin running services this week, is proving to be fertile commercial property as brands look to expand their out-of-home presence across the country’s busiest transport network.

Transport for London and British media giant Global have today unveiled 329 new, state-of-the-art advertising boards across the newly-opened line. According to both parties this is the single largest launch of digital out-of-home assets at any one time on the TfL network.

The new line, officially opened by the Queen last week, will expand central London’s rail capacity by around 10% and will carry an estimated 170 million passengers a year by 2026.

Various heavyweight companies have already struck large-scale deals to snap up sections of the virgin advertising space, with Google, MoneySupermarket, Reed.co.uk, Sage and Schweppers purchasing opportunities before the line has even seen its first paying customer.

The state-of-the-art offering across the network will include seven pairs of full motion enabled Digital Ribbons, and 16 new-format Digital Runways, made up of 234 platform edge screens exclusive to the new line.

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There will also be a brand-new, high impact, ultra-HD Digital Gateway screens over the escalators at Tottenham Court Road, as well as 32 new digital billboards installed at locations with high volumes of passenger traffic.

“We’re delighted to be part of this historic launch with TfL and all our advertising partners. The Elizabeth line will transform the future of London’s transport and connect millions of people to the heart of the city faster than ever before,” Global chief commercial officer, Mike Gordon said.

“For brands looking for a platform, the breath-taking, spacious, modern stations are unlike any other transport environment in the UK, providing an enormous digital canvas to truly stand out and reach vast audiences.”

Transport for London head of commercial media, Chris Reader added: “This is the most significant addition to London’s transport network in a generation and we are thrilled to be offering brands yet another exciting opportunity to reach new and existing audiences on our transport network.”

“With a range of impressive formats available, we are excited to see how advertisers will use our new assets to push the boundaries of creativity and innovation with their campaigns.”

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