Exterion Media DX3 to replace XTP by Q3 2015

Whilst the existing XTP sites have become the colourful wallpaper of our daily commutes, this next-generation digital cross track technology promises to change our experience of the Underground.
The investment in this dynamic product has been made to provide a ‘platform to connect’ for advertisers and their brands with consumers. Route tells us that 76% of people consider looking at advertisements on the Underground to be an activity. State-of-the-art technology provided by NEC  Solutions will transform this activity into one which is more immersive and refined.
Not only have the number of sites reduced, from 126 (XTP) to 60 (DX3), as a drive from quantity to quality, but so have the number of Underground stations where the format can be found. DX3 will fill an increased surface area of 11m2the same size as a 48 sheet, as opposed to the existing 7m2. Again, Route data was used to determine the key locations where young, affluent and hyperconnected consumers are found in abundance, resulting in the selection of stations.
In addition to refining the existing inventory and audience, the overall quality of the consumer experience will be enhanced as they enjoy a premium viewing experience on the platform. As a result of sharper imagery which seamlessly integrates with the surrounding environment, DX3 will provide a premium platform for brands to achieve maximum standout and audience engagement.
DX3 will also allow TV ads to be directly replicated in the digital out-of-home arena, allowing brands to capitalise on the incremental benefits they can achieve when using DOOH to complement TV.
Together with a range of partners such as Adstream, Genero.TV, Seenit, TINT, Monterosa and Crowd Score, DX3 also has the potential to integrate content from a range of platforms in order to enrich the consumer experience and amplify brand conversations.
This bold, dynamic and enhanced product promises to transform such an influential part of any Londoners life, their commute. In doing so, brands will be able to captivate, inform and entertain diverse audiences travelling on the London Underground network.
For more information, contact Exterion Media’s Head of Digital Sales, Tim Cartwright: Tim.Cartwright@exterionmedia.co.uk
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Via:Exterion Media