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Art on the Underground celebrates female suffrage centenary

Art on the Underground, the Transport for London public art programme, is creating a London-wide exhibition of work by women to mark 100 years since women first won the right to vote.
The work is part of London Mayor Sadiq Khan’s new gender equality campaign “#BehindEveryGreatCity”.
It will be the first time that Art on the Underground has commissioned a year of work created only by female artists.
The artwork will be on display at street-level out-of-home sites in Brixton and Southwark, and on the cover of over 25 million Tube maps specially designed by Romanian artist Geta Bratescu and French artist Marie Jacotey.
There will also be a sculpture on a disused platform at Gloucester Road Station, created by British artist Heather Phillipson.
Eleanor Pinfield, head of Art on the Underground, said: “The spaces of our cities are not neutral, and neither is space afforded to public art. Wider social inequalities are played out in the structures of urban life.
“Through 2018, Art on the Underground will use its series of commissions to reframe public space, to allow artists’ voices of diverse backgrounds and generations to underline the message that there is no single women’s voice in art – there are however many urgent voices that can challenge the city’s structures of male power.”
Via: Campaign Live
 

JCDecaux celebrates 500th digital screen along the TfL bus network

This week, Jean-François Decaux, Co-Chief Executive Officer, JCDecaux and Graeme Craig, Commercial Development Director, Transport for London (TfL), celebrated the 500th digital screen installation on the prestigious TfL bus shelter network.
Jean-François Decaux, Co-Chief Executive Officer, told us “London is a global hub and we take great pride in the strength of our digital proposition. We are at the forefront of the digital transformation in Out-of-Home advertising in one of the most powerful and influential cities in the world. The partnership with TfL has been essential to achieving our vision of a global digital showcase.”
The digital transformation of TfL’s bus shelter network is a core element of JCDecaux’s vision to make London the global showcase for digital Out-of-Home. A key part of the roll-out was the total digitisation of Oxford Street, with its digital screens synchronised last year to dramatically increase the impact and noticeability of the Oxford Street network. The Luxury network extends across the Royal Borough of Kensington and Chelsea, Kings Road, Knightsbridge, Hyde Park Corner, High Street Kensington and Park Lane.
Graeme Craig, Commercial Development Director, Transport for London said, “I am delighted to celebrate the 500th digital screen on our bus shelter network. Even at the half-way point, this is already the largest digital rollout in the world, reflecting our shared confidence in London and its bus network. Working closely together we are transforming London and the industry, generating vital commercial revenue for us to reinvest in transport.”
This new channel of communication for London has increased the vibrancy of bus shelter advertising to the benefit of both advertisers and passengers with new dynamic capabilities and increased screen quality. A new data centric strategy has been enabled through JCDecaux’s SmartBrics planning platform and its Smart Content management system driving a new era of contextual, topical and socially integrated campaigns across London.
Via: Daily DOOH
 

Amazon changes name of Westminster Tube station to 'Webminster'

Amazon has changed the name of Westminster Tube station and has temporarily christened it “Webminster”, instead.
The move is apparently intended as a way of advertising its web services division, which offers things like server space to companies and recently opened up premises in London. But it appears to be mostly confusing commuters who aren’t sure why it has happened.

There’s no obvious explanation to anyone passing through the station why the famous roundel has been changed. The sign does stand in front of a series of Amazon ads – but there is no explicit connection between the two things.
The change has been made not only on the roundel that people arriving at the station see, but also on the map that sits alongside the trains to help people get around. It isn’t clear how long it will last for.
Amazon says that TfL uses its services to power its own network as well as to make its data available so that it can be used by people to make travel-planning apps.
It’s not the first time that Transport for London has allowed a company to change the name of a station for advertising reasons. In 2015, Canada Water station was re-named Buxton Water for just one day as part of an £11,000 sponsorship deal related to the London Marathon.
Then, TfL argued that it was worth making the change because the revenue from the deal would be put back into the network “for the benefit of customers”.
Via: The Independent 
 

#LondonIsOpen greets Canary Wharf passengers on largest ever tube screens

As part of a strategy to generate vital new revenue for the modernisation of London’s transport system, Transport for London (TfL) and Exterion Media today launched two 7.2m x 4m, double-sided screens inside Canary Wharf Tube station.
The screens, which went live with an artwork by Mark Titchner as part of the Mayor’s #Londonisopen campaign, are the first example of what the new media partnership between TfL and Exterion Media will be delivering across TfL’s Tube and rail network.
Designed in collaboration with the original Canary Wharf station architects Foster and Partners, the screens – which support full motion video – suspend from the ceiling in the main ticket hall providing the opportunity for advertisers to connect with more than one million people who pass through each week.
London Is Open imagery will run on the screens until 30 October. From 31 October, the screens will feature six, ten-second slots for commercial advertising.
Known as Hello London, the eight-year media partnership between TfL and Exterion Media aims to excite and engage the customers that make more than a billion journeys on TfL’s Underground and rail services each year. Hello London will be bringing investment and innovation to the outdoor media market, installing improved digital screens and offering brands new opportunities in sponsorship, pop-up retail and experiential marketing. The partnership is expected to generate £1.1bn in revenue to reinvest in the transport system.
The Mayor of London Sadiq Khan said: ‎”These new screens are a key part of an innovative media contract that will not only be a great opportunity for advertisers, but will help us to generate more than a billion pounds to reinvest into our transport network. I’m delighted that they’ve chosen to mark this exciting new partnership by screening our message that London ‎is Open, and we hope these screens will soon be sought after.”
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.”
Shaun Gregory, CEO of Exterion said: “We’ve launched a new way of engaging consumers in the Capital through our new media proposition, Hello London. We’ve put the consumer at the centre of our thinking. Working as one team with TfL we’re upgrading all digital displays across the network and introducing our new Hello London Icons programme, which starts with today’s unveiling of these high-impact screens at Canary Wharf. The launch of the Canary Wharf screens marks the latest stage in our drive to enhance the customer experience through delivering a truly world class estate.”

TfL signs £17.6m advertising contract with Outdoor Plus

Transport for London (TfL) has signed up Outdoor Plus as its advertising partner in a £17.6m contract to bring digital advertising screens across road underpasses in the capital.
TfL said the network of roadside screens would generate at least £13m to reinvest in modernising the transport network over the next ten years.
Initially, Outdoor Plus will roll out screens at six locations along main routes such as the A3 Kingston and the northern ring road at Wembley Way, where they will be seen by an estimated 500,000 road users a day. There is a view to adding three further sites, subject to planning permission.
The first six sites:
Malden Way, Kingston
Argyle Road / Western Avenue, Ealing
Harrow Road / North Circular Road, Brent
A2, Greenwich
A312/Uxbridge Road, Hillingdon
A12, Leytonstone, Waltham Forest
TfL launched a competitive tender for a contract for its underpass estate last May.
Graeme Craig, TfL’s 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.”
The TfL advertising estate is a hefty one – making up 20 per cent of all out-of-home advertising in the UK and 40 per cent of the London market.
Via: City AM

blowUP media makes its mark on Westminster's changing landscape

blowUP media has launched a new outdoor site at London’s busy Victoria Station in partnership with TfL.

Victoria is currently undergoing a £2.2billion transformation to completely revitalise the area. The combination of a new-look station, pedestrian streets, retail and office space with the existing heritage of the civic buildings and St. James’ Park is an exciting clash of new and old.
Victoria currently sits in prime position as the second busiest station in the UK. The new site, in Terminus Place directly opposite the entrance and exit to the station and in front of the busy bus terminus, will be seen by nearly a quarter of a million commuters and travellers a day.
blowUP media sales director Simon Russell says: “we believe the new Terminus Place site will become recognised as the most effective way to reach an elusive but highly valuable audience through a broadcast medium. Victoria offers London’s most vibrant combination of work environment, retail and tourism.”

Exterion Media to launch new formats across TfL stations

Exterion Media and Transport for London have unveiled Hello London, a one-stop shop for London Underground advertisers, as well as new ad formats.
On the back of winning Transport for London’s outdoor advertising contract in March, Exterion has created a refresh of advertising space and new ad formats across a bigger digital out-of-home footprint. Exterion’s contract with TfL began on 1 October.
At its upfronts event in London this evening, Exterion said Hello London will comprise large digital display screens, launching this year in Canary Wharf, with more planned in key locations.
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There will also be a complete refresh of escalators at underground stations, which deliver sequential messaging to customers, as well as digital ribbons with continuous ultra-HD LCD screens running along the entire length of the escalator.
Exterion will also build inventory on the new Elizabeth Line (known during construction as Crossrail), which will add to London’s rail capacity by 10% when it becomes operational in 2018.
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It is the first time that TfL is providing the opportunity to advertise to one London audience across all tube and rail.
Hello London is powered by Audience Behavioural Insights, a bespoke tool that collects anonymous data from Telefónica UK’s 25 million O2 customers, allowing Exterion to infer a profile of a tube station’s audience and provide feedback to media planners on campaigns.
Exterion also presented The Engagement Zone, a piece of research demonstrating the effectiveness of advertising on the London Underground. The study used a combination of eye tracking and skin conductance response data from 100 underground commuters, as well as interviews and surveys through Exterion’s 11,000 strong consumer panel, work.shop.play.
It says the majority (80%) of people who don’t like TV ads like underground ads, while 73% have time to take notice of them and six out of ten claim the ads provide a welcome distraction while travelling.
Digital panels increase average attention levels by 40%, the research says, while increasing engagement by 24% compared to traditional panels.
Shaun Gregory, Exterion Media’s chief executive, said: “The launch of our Hello London media partnership is a statement of intent and purpose for Exterion Media and Transport for London, working together as one team to deliver a truly world-class advertising offering through the transport network. It is how we plan to deliver on our vision of becoming the most effective and accountable media channel in the capital, and beyond.
“The OOH industry has been too slow to innovate; the market has needed transformation. We intend to shift gears quickly. We recognise the need to stop talking assets, and start talking about the consumer. Together with Transport for London, we will re-write the rule book and move towards audiences and unique consumer experiences. Advertisers care about audiences and engagement, because that’s what matters.”
Via: CampaignLive

Exterion Media Win £1.1 Billion Tube Ad Sales Contract

Exterion Media has won Transport for London’s £1.1 billion outdoor ad sales contract for the Tube.

The eight-year deal, worth an estimated £150 million a year, is thought to be the most valuable out-of-home ad contract in Europe and has been expanded to include the Docklands Light Railway, London Overground and the new Crossrail line.
Exterion Media was the incumbent but JCDecaux had become a growing presence in London after winning TfL’s bus shelters contract from Clear Channel last year.
TfL promised advertisers that its new deal with Exterion Media will mean greater use of digital technology so ad campaigns can be targeted by time of day and location.
Graeme Craig, Director of Commercial Development at TfL, said: “We had highly competitive bids from the leading outdoor advertising companies in the world, reflecting the quality and value of our estate. We are delighted to be able to confirm that Exterion Media is our new media partner.
“We believe this partnership can be a catalyst for transforming our stations and the wider industry. The new contract will move away from the traditional concessionary approach to working together to deliver innovation and value on the best station network in the greatest city in the world.”
Shaun Gregory, chief executive of Exterion Media, said: “This is a ground-breaking new partnership and together with TfL, we have a bold vision for the London Rail and Underground estate that will transform the look and feel of advertising in the Capital, and the way that brands engage with consumers.
“We look forward to making this vision a reality using our expansive industry expertise, advanced data and insights, and our innovative network of partners, all of which has contributed to making this one of the best monetised, and most valuable advertising contracts in the world.”
TfL added: “Advertising is constantly evolving and the new partnership will see the installation of responsive digital screens, which will be able to carry different campaigns according to the time of day enabling advertisers to target their campaigns more effectively.”
TfL made the decision at a board meeting, which Boris Johnson, the Mayor of London, was due to chair. The new contract is due to begin in October.
Exterion Media’s victory is likely to have significant impact because its owner, Platinum Private Equity, is now in a strong position to exit or merge the business.
Clear Channel and Ocean Outdoor are two other leading players which are owned by private equity companies which may look to consolidate or merge.
Observers said a victory for JCDecaux, the world’s biggest outdoor company, would have been more dramatic as it would have had close to 50 per cent of the UK outdoor market and left Exterion Media in a weak position.
Via: Campaign 

JCDecaux Begins 'World's Biggest' Rollout of Digital Screens on London Bus Shelters

The French-owned outdoor giant won the Transport for London bus shelter contract from Clear Channel last year.
This week’s move is the start of what the company calls a “digital transformation” with 1,000 new screens going up in leading locations, including Covent Garden, Holborn and Knightsbridge.
The bus shelters will have 84-inch, connected, dynamic HD screens which were described by JCDecaux as “the largest ever deployed at scale”, adding nearly 40 per cent to the screen size.
The new bus shelter screens will cover the capital’s major shopping areas, accounting for £1 in every £5 of the UK’s retail spend, according to data from JCDecaux.
The rollout comes just a week before TfL decides its £1 billion Tube advertising contract for which JCDecaux is bidding against Exterion Media, the incumbent.
Jean-François Decaux, the chairman and co-chief executive of JCDecaux, said: “The start of our digital bus shelter transformation doesn’t just mark an important milestone for JCDecaux, but also for London.
“We are committed to making London the global showcase for digital out-of-home and forecast more than 50 per cent of UK advertising revenues to be coming from digital by 2017.”
JCDecaux admitted last week in its annual results that UK revenues rose only 0.4 per cent on an organic basis, blaming “softness” in the market last year.
Via: Media Week 

Free Monday Travel for Apple Pay Users

Following the success of its Fare Free Friday promotion last year, MasterCard has deployed a tactical campaign with Exterion Media and Transport for London (TfL) to announce that it’s treating its Apple Pay London cardholders to free Monday travel across the TfL network.
The campaign can be found at some of the busiest and most iconic London Underground stations including Bank, King’s Cross, Embankment, Euston, London Bridge, Victoria and Canary Wharf.
The activity is running across Exterion Media’s Ticket Gateway assets and premium Digital Out-of-Home (DOOH) network, which includes high-impact LCD screens and high-definition cross track projectors.
Further amplifying the OOH activity, MasterCard is promoting the campaign across London Underground’s DMI platform screens, the Tfl.gov.uk website and through ticket hall announcements at selected stations.
 
Nicola Grant, head of marketing for MasterCard UK and Ireland, said: “With Apple Pay now established in the UK, Fare Free Mondays on London Transport gives our cardholders a convenient and rewarding opportunity to use Apple Pay in an everyday environment. Through multiple OOH platforms across key London Underground stations, we have delivered a campaign that highlights MasterCard with Apple Pay as an innovative, safe and secure alternative to pay for travel around London.”
The promotion, which runs from 23rd November – 14th December, invites customers to touch in and out of London Buses, London Underground, TfL Rail, London Trams, London Overground, Docklands Light Railway, Emirates Air Line and most National Rail in London on Mondays. Those who take advantage of the promotion will have their fare reimbursed within 28 days. The total amount that could be refunded each Monday is up to GBP 27.90.
Jason Cotterrell, Managing Director at Exterion Media, told us “MasterCard has certainly chosen the best way to announce this promotion to hard-to-reach urban audiences, since our London assets engage and inspire audiences across the Capital. We are delighted that MasterCard is working with Exterion Media and TfL to amplify Fare Free Mondays – a promotion I’m sure their customers will be glad to be reminded of!”
Via: Dailydooh