TfL reveals first partners for ‘Digital Ribbon’ displays at key Underground stations

Transport for London (TfL) and advertising firm Exterion Media have revealed the first partners for the new ‘Digital Ribbons’ installed at key stations on the London Underground.

The HD screens, the first of their format in the UK, span the length of key escalator locations at Piccadilly Circus, Tottenham Court Road and King’s Cross St Pancras stations.

At launch, the Ribbons will show campaigns for films such as Netflix’s Bandersnatch and Disney’s Mary Poppins Returns, Google’s Pixel 3 phone and seasonal sales offers from easyJet and O2.

It is estimated that the screens will reach a commuter audience of around 15 million individual journeys every month.

TfL’s head of commercial media, Chris Reader, Chris Reader, 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.”

The displays already in place are the first of eight to be rolled out by the summer, with further installations planned for stations including London Waterloo and Liverpool Street.

Nigel Clarkson, chief revenue officer at Exterion Media, commented: “The power of out-of-home as an advertising medium is that it continues to deliver ‘wow’ moments.

“With our new Digital Ribbons, we’re delivering big impact for brands, exactly in the environment where commuters are most engaged with ads. It’s fitting that we have brilliant, world-class brand partners on board for the launch; the campaigns look amazing and really showcase what the Ribbons are capable of – the creative potential for advertisers is really exciting.”

The rollout of the Digital Ribbons builds on the introduction of new LCD full-motion D12 and D6 screens across the London Underground network in 2018.

Research from Exterion Media and Bournemouth University has found that full-motion ads on the Underground are four times more engaging than traditional ad formats.