CBS Outdoor has signed up Nestlé, BSkyB, Magners, Paramount, InBev and Dewynters as its launch partners on its digital Cross-track Projection (XTP) screens. The high definition out-of-home offering launches today on the London Underground.
The large cross-track screens, which are equivalent to 14ft TV screens, will beam silent commercial content in full motion and HD quality at 23 sites in five central Tube stations. Piccadilly Circus, Bank, Liverpool Street, Euston and Bond Street have all been fitted with the projectors and giant screens.
Each advertiser has been linked to a network which will enable advertisers to remotely update their messages on a two-minute loop. The partnerships will run for at least six weeks.
Sky and Nestlé have joined for an all-day presence on the sites, using different day parts and 20-second spots in each loop to promote their various divisions or brands.
Sky will promote its Sky News service during the morning rush hour, to catch commuters on their way to work, while Sky One and Sky Movies are using evening slots to promote its primetime programme schedule. Sky Sports will focus on weekends to tie in with key matches and events. Nestlé will alternate ads for its Boosted Smoothies, Purina One and Perrier brands, while InBev plans to use a bespoke creative for Stella Artois.
Tim Bleakley, CBS Outdoor managing director of sales and marketing, says: “This launch has been three years in the making, working with best in class partners and consulting the industry every step of the way.”