Transport for London (TfL) has selected Outdoor Plus as its ad partner as it undertakes a widespread installation of digital screens in London underpasses.
A £13m investment will see Outdoor Plus introduce these new screens at six road underpass locations along main arterial routes including the A3 Kingston, the A40 in Ealing and the northern ring road at Wembley Way.
TfL estimates that the six sites will generate an estimated half a million road users a day.
Graeme Craig, TfL director of commercial development, said: “Expanding our work with Outdoor Plus will provide tailored, dynamic advertising at nine locations across the capital. It is another example of our wider commercial approach to generate £3.4bn in non-fare revenue, which will be reinvested in the transport network.”
Jonathan Lewis, managing director of Outdoor Plus, added: “This partnership will further enhance London’s digital footprint by adding new and unique locations and extend Outdoor Plus’ iconic digital reach to over 40 million people per fortnight. The London Landscape will complement our existing iconic portfolio and we are excited to be working with TfL to bring this project to fruition.”
TfL claims to have one of the largest advertising estates in the world, stating it makes up 20 per cent of all out-of-home advertising in the UK and 40 per cent of the London market.