CBS Outdoor is piloting a new form of digital advertising that will see high-definition images projected on the walls opposite train platforms. It will launch on Friday (October 5).
The Cross Track Projection system will be installed at Euston tube station for the five-week trial. The company is planning roll out the technology in 24 London Underground stations early next year.
Richard Parry, London Underground’s director of service development, says the revenue from the new advertising media will be reinvested in improvements to the Tube network.
The system, which does not broadcast sound, will initially be used for London Underground campaigns but will be open to all advertisers when it is launched.
CBS says the replacement of cross-track posters with digital technology will save 4.1 tonnes of paste and paper waste per year.