Reading and Riding

Transport for London escalators now feature ads that can follow you. Exterion Media photo

Hundreds of HD screens have been installed across five different high-traffic tube stations in London. According to a report from The Drum, Exterion Media and Transport for London are doing this as a part of a “network-wide digital, out-of-home upgrade.”

The Waterloo and Oxford Street stations now have full-motion “Digital Ribbons” installed along the escalators. According to the article, the ribbons let ad campaigns flow along the length of the escalators without any breaks.

In addition to the ribbons, the first Digital Gateway superscreen was installed at Bank Station above the escalators. This screen can reportedly update with real-time data like weather or the economy.

“With our new Digital Ribbons screens, Digital Gateway at London Bridge and DEPs, we’re offering big impact for brands in an environment where commuters are very receptive to advertisements and are looking to be engaged and entertained,” Nigel Clarkson, chief revenue officer of Exerion Media said in the article. “The dynamic capabilities of these full-motion formats offer advertisers a stand-out creative canvas that will engage London commuters on a whole new scale.”