CBS Outdoor launches brand new digital format

CBS Outdoor introduces the next phase in its £72 million London Underground transformation programme with the launch of its new high definition LCD advertising screens in Tube ticket halls and corridors on 23rd April.

The new 57 inch screens will feature silent HD video and, due to their location in high traffic, premium areas within stations, their ability to capture the attention of commuters is second to none.

A total of 36 key stations on the Underground including, Charing Cross, Canary Wharf, Bank, Notting Hill and Embankment will be equipped with the new LCD screens, with installation commencing from 23rd April. Launch advertisers include Virgin Trains, Virgin Atlantic and Zurich Insurance who will use the screens to run 5 second ads that create high impact advertising messages in short bursts as consumers exit stations.

The LCD screens will be linked to CBS Outdoor’s new single digital network, with remote access enabling advertisers to post up-to-the-minute, tactical messages, at the touch of a button. This ability to update campaigns online will in future allow advertisers to highlight in store promotions, dynamic pricing and of course target commuters at different times of day.


Charing Cross, Euston and Paddington Tube stations have recently been fitted with new state-of-the-art Digital Escalator panels (D-EPs) while Cross Track Projection (XTP) is earmarked as the next major product innovation in the programme.

Nicky Cheshire, Director of Alive at CBS Outdoor, commented: “LCD’s are the newest and most exciting digital advertising format to come to market this year. They offer advertisers a high definition moving canvas and a degree of flexibility and tactical messaging that has yet to be seen in out of home advertising. LCD’s are another addition to our growing Alive portfolio.”

Media planning and buying for Virgin Trains and Virgin Atlantic was booked through Posterscope and MGOMD. Zurich Insurance was booked through Zed/Meridian Outdoor and Posterscope.