Google, O2 and Disney first to advertise on TfL's digital ribbon screens
Exterion Media and Transport for London (TfL) have revealed Google, Netflix, O2, Disney and easyJet as the launch partners for their new digital ribbon screens.
The high-impact, HD screens – the first of their format in the UK – span the length of major escalator locations in King’s Cross St Pancras, Piccadilly Circus and Tottenham Court Road stations, reaching a commuter audience of 15 million every month.
The screens currently carry campaigns for Disney’s Mary Poppins Returns, Netflix’s Bandersnatch, Google’s Pixel 3 mobile phone, and New Year’s campaigns for easyJet and O2, promoting their seasonal sales offers.
Research by Exterion Media and Bournemouth University last year showed them to be four-times more engaging than traditional OOH ads.
The design allows ads to seamlessly flow across the full length of the screens, offering a "stand-out" creative canvas to engage London commuters.
Chris Reader, head of commercial media at TfL, said: “Our new digital ribbon screens at three of our most iconic Tube stations are a fantastic addition to our advertising estate, 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 continuing to invest in our advertising estate, which is already one of the most valuable in the world, and enables us to raise vital revenue to reinvest back into the transport network.”