New London Underground Advertising Formats For 2018
From the beginning of February 2018, Hello London will be launching the DX3 network.
The network will consist of 60 new digital displays spanned across the London Underground, hosting full-motion, dynamic content, which consumers will be able to observe while standing on the platform. Brands like LG, Gillette, EOS, Jaguar and Tesco will be the first to feature content across this brand new display format.
The DX3 network is a significant investment in TfL’s advertising estate, and part of Hello London’s wider strategy for 2018, which looks at creative new ways to enhance advertising within the London underground.
The displays, which are 4.5m x 2.4m in size, will be located at 15 different Tube stations within Zone 1 and Zone 2, starting at five of the Tube’s most popular stations, including Liverpool Street and Oxford Circus.
The DX3 network allows advertisers to reach a massively diverse group of commuting people. Millions of people use the London Underground everyday and this new format will bring a whole level of engagement to the network.
Chris Reader, Head of Commercial Media at TfL, said: “Our new Hello London DX3 network is an exciting addition to the Tube, making it more attractive to brands by allowing them to engage with the London audience and create more memorable moments for our customers. We are investing £80m as part of Hello London to raise further revenues to reinvest in our transport network from our advertising estate, which is already the most valuable in the world.”
Dave King, Managing Director at Exterion Media UK, said: “With Londoners spending more time out of their homes than the rest of the UK, DX3 is a fantastic channel to connect with this hard-to-reach, light TV-viewing audience – complementing video on demand and TV. The high-definition displays will provide advertisers scale, reach, flexibility and immediacy like no other channel in London.”
David Hall, Marketing Manager for LG Electronics, said: “To promote LG OLED TV, we required a slick advertising platform that reflected our high-definition, innovative product – and DX3 certainly delivers this. Advertising on DX3 has enabled us to use full-motion, stunning creative to reach the valuable London audience whilst they’re out and about, in an active mindset and in close proximity to shops stocking our products.”
Media Performance can grant advertisers complete access to all the advertising formats across the TFL network. We are looking forward to implementing campaigns on the new DX3 network in the foreseeable future - if you would like to find out more about advertising on this platform, contact us today.
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