TFL launches tender for ‘London Landscape’ digital roadside advertising

Transport for London (TfL) has launched the tender for ‘The London Landscape’, a new premium network of roadside digital advertising sites.
TfL is seeking is seeking a commercial partner(s) to install, market, sell and manage a portfolio of digital underpass advertising sites. This is part of TfL’s plans to use its assets to generate £3.4bn in non-fare income over the next decade to reinvest back into the transport network to deliver improved services for customers and users.
Over the last two years, TfL has been working with Wildstone, the largest outdoor advertising consultancy in the UK to identify advertising sites across the Capital.
The underpass estate comprises 13 digital sites and 25 digital screens throughout the Transport for London Road Network (TLRN), which makes up 580km of London’s roads and carries a third of its traffic. The locations oversail major arterial routes targeting over 20 million road users every week.
TfL’s network of digital advertising sites will also enable it to communicate information to motorists to warn them of pre-planned events and heavily congested areas.
Graeme Craig, Director of Commercial Development at TfL, said:“The London Landscape is the next stage in the development of our advertising estate and will add scale and impact to our digital portfolio. We are constantly improving our roadside commercial assets and we are particularly excited about this opportunity as, not only will it deliver substantial revenue to reinvest into London’s transport network, but through its capability to display road traffic messaging, it will also enable us to get vital information to motorists as they travel around the Capital.”
Garrett Emmerson, Chief Operating Officer, Surface Transport at TfL said: “The development of a network of digital advertising panels across the TLRN provides TfL with a valuable additional platform of Variable Message Signs [VMS] for display of key information to vehicle users in advance of major planned events. The benefits of these digital panels were clearly demonstrated during a successful trial on the A4 during June 2014, with their size and clarity ensuring maximum and safe visibility. This initiative is one of the many ways TfL is looking to utilise its assets to improve the customer experience and the scheme was also endorsed by the Department for Transport.”
Jonathan Chandler, CEO at Wildstone, said: “The network provides a platform for existing media owners to cement their place as London’s leading out of home provider or alternatively gives coverage from which a new entrant could instantly gain dominant market share.”
The new advertising locations will provide long distance, head-on viewing with significant audience impact. The portfolio is expected to be operational by autumn 2015 and will permanently enhance the London Landscape whilst generating vital revenue for TfL to reinvest back into London’s transport network.
Potential partners are encouraged to register their interest in this tender to TheLondonLandscape@TfL.gov.uk by 26th May.
More information is available at www.thelondonlandscape.com.