CBS goes live with cross-track screens at five Tube stations

by Sarah Crawley-Boevey Media Week 30-Jun-08, 14:40

LONDON - CBS Outdoor today unveiled its first cross-track projection (XTP) systems at 23 locations across five London Underground stations.

The screens have gone live at Piccadilly Circus, Bank, Liverpool Street, Euston and Bond Street and will broadcast silent ads from launch partners including Nestlé, Sky, InBev and Magners.

The HD-quality images are linked to a new digital advertising network that will enable advertisers to update their messages remotely on the two-minute loop.
Ads from Sky and Nestlé will feature all day in the form of different day-part content at 20-second spots per loop. Sky will advertise its Sky News headlines in the morning slot, with Sky One and Sky Movies taking centre stage in the evening day-part, to advertise shows that night. Key sporting events being shown on Sky Sports will be the focus at weekends.

Meanwhile Magners, which has identified the evening commuter as its key audience, will run four different 20-second creatives from early evening to midnight.

Paramount, another launch partner, will promote new film releases, while entertainment marketers Dewynters will advertise key London shows including Avenue Q and Spamalot.

The partnerships will run for a minimum of six weeks from today (Monday).

XTP is part of CBS Outdoor's £72m investment programme for the Tube, and will eventually consist of 150 screens, the vast majority of which will be in place by the end of 2008.