Viacom Outdoor is unveiling digital advertising screens on London buses this week, with Lastminute.com as its first client. The online travel company has booked the full-colour, bus-side displays for 12 weeks, with a campaign planned by Smarter Communications.
Some 25 vehicles have been fitted with the LED screens, which will enable advertisers remotely to update messages and product offers at different times of the day, as often as they like.
Viacom says the medium could be developed to facilitate ads that change depending on the location of the bus, using Global Satellite Positioning. Viacom Outdoor sales director for impact Nicky Cheshire says/ “The buses bring enhanced flexibility and dynamism to the outdoor industry.”