As part of their new Hello London media proposition, Exterion Media, Europe’s largest privately held Out-of-Home advertising business, and Transport for London (TfL), this week announced the first commercial partners to run advertising campaigns on the new premium digital screens at Canary Wharf.
These are the biggest ever advertising screens on the London Underground network, and described as the “first of a suite of premium ‘Hello London Icons’ to be launched within the next two and a half years”. The screens will also carry creative for the Mayor of London’s #LondonIsOpen campaign.
The inaugural advertiser partners for the high-impact screens are Google, Lloyds Bank, Hewlett-Packard and Thomson Reuters. The campaigns go live today and will run for two weeks.
The screens showcase full-motion digital advertising on a high-impact premium format at a prime location, enabling advertisers to engage with a wealthy and upmarket audience across over 54 million journeys through the Tube station every year. The screens also have dynamic data-driven capabilities, allowing for tailored content playout based on real-time information such as weather conditions and current events. They initially went live last week on October 27th, 2016 with an artwork by Turner Prize nominee Mark Titchner for #LondonIsOpen.
The Canary Wharf screens are the first of a number of new digital assets that will be introduced under Hello London – the commercial media partnership between Exterion Media and TfL which will be bringing investment and innovation across the Tube and Rail network, designed to excite and engage the growing London audience. Through technology and data, Hello London will give advertisers an opportunity to communicate with over 1.5 billion consumers each year, and will generate £1.1bn for TfL over the next ten years.
Shaun Gregory, CEO of Exterion Media,told us “The high calibre of our inaugural Canary Wharf screen advertisers speaks for itself – from global digital and technology giants, to premium media brands. Our ongoing investment in the Hello London Icons programme puts us alongside digital and TV campaigns in terms of reach, engagement and sophistication, and will enhance the customer experience by delivering a modern, world-class estate.”
Graeme Craig, Director of Commercial Development at TfL, said: “Hello London will change the face of advertising in Underground and Overground stations, giving advertisers new and dynamic ways of interacting with our customers.
“The screens in Canary Wharf will enable advertisers to reach more than 54 million people every year and are the first of a number of new digital assets to be introduced. Making the best use of our advertising estate is part of a wider commercial approach to generate £3.4bn of non-fare revenue by 2023/24, ensuring we can help the Mayor deliver a modern and affordable transport network.”
New assets are only one element of our Hello London transformation of the network; through data and digital investments we will be making out-of-home advertising more accountable, more measurable, and more effective for our advertising partners, and more contextually relevant for consumers.”
Hello London Icons – large digital displays with high impact, premium screens – have launched now at Canary Wharf, but more are planned in key locations across the London Underground and Rail network. These particular screens were designed in collaboration with the original Canary Wharf station architects Foster and Partners. The screens – which support full motion video – are suspended from the ceiling in the main ticket hall, providing the opportunity for advertisers to connect with more than 90,000 people who pass through each day. There are four 7.2m x 4m LED screens (two screens back to back) suspended from the ceiling in the main ticket hall at Canary Wharf. These screens stream full-motion digital advertising with the potential to display highly impactful campaigns.
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