News goes underground (and young people want it)
Live news broadcasts are being brought to some of London’s tube stations, in a new partnership between ad agency Exterion Media, Transport for London and multi-lingual news channel Euronews.
Wednesday, 15 Aug 2018 15:45 GMT
The new DX3 screens will feature at tube stations including Oxford Circus, Liverpool Street and Waterloo
Live news content from popular news channel Euronews will be aired on Exterion Media’s new channel of 60 DX3 full-motion screens across 15 London underground stations. The HD screens, which display cross-track projections will show positive local and international news with the aim of keeping Londoners entertained on their commute.
Coverage will also include sports and weather updates for busy commuters travelling on the Tube. Market research conducted by Exterion has shown that 69 percent of Londoners want to see news and current affairs content whilst travelling through the city, rising to 71 percent among 16 to 34- year-olds. Aside from offering daily news, the new screens have the potential to be used for commercial opportunities, as well as playing a large part in bringing the underground system up to date.
Are we being bombarded by too many messages on the Underground or is real rather than fake news better for young people to take in on their travels”
Chris Reader, Head of Commercial Media at Transport for London says: “This partnership shows how advertisers can use our DX3 screens to create more memorable moments for our customers and we hope passengers enjoy this content as they travel through our stations. Our new digital platform displays are one of the many ways we’re transforming our advertising estate to make it more attractive for brands and raise vital revenue that can be reinvested in modernising the transport network.”
New digital platform displays are revolutionising the way in which advertisers are reaching their audiences and with 1.37 billion passengers using the Tube each year, agencies are hoping to tap into harder to reach markets like young adults, in those short moments stood waiting for the Tube.
Richard Simkins, Creative Solutions Director at Exterion Media says: “In our world of 24-hour content, this is an exciting industry development for taking broadcast news to the Tube. We know that Londoners are spending more time away from their homes, with four million people using the Tube every day.”
He adds: “Our full-motion DX3 channel is an unrivalled way to distribute premium, entertaining video content to this audience and enhance their journey experience. Looking ahead, we are confident about the new advertising and commercial opportunities this partnership with Euronews will unlock for advertisers.”
Are we being bombarded by too many messages on the Underground or is real rather than fake news better for young people to take in on their travels? Email your views to Summer at summer@linkpublishing.co.uk or call me on 0117 9805 040. Or react to the story on Twitter and have your say.
