Exterion Media, Europe’s largest privately owned Out-of-Home (OOH) advertising business, and Transport for London (TfL), have announced a UK-first partnership with Euronews – one of the most watched news channels in Europe – to bring bespoke live news content to London Underground audience.
The video content will be curated, designed and created by Euronews, Exterion Media and TfL. It will run across Exterion Media’s new channel of full-motion dynamic DX3 screens, which display cross-track projections.
The 60 HD screens will carry positive London, local and international news across 15 stations, reporting on sports, technology, weather, business and lifestyle updates and keeping consumers entertained and informed as they travel across the London Underground.
A recent survey from Exterion Media’s national consumer panel work.shop.play. has also identified a demand for news content on journeys. The research showed that 69 per cent of Londoners want to see news and current affairs content whilst travelling through the city, with this number rising to 71 per cent in 16-34 year olds. The survey also found that users of the Tube are most interested in keeping up-to-date with world news (81 per cent), local news (74 per cent) and the weather forecast (69 per cent).
There will be an initial phase in which audience response will be assessed to inform commercial opportunities for brands, such as content sponsorship and adverting alignment.
Richard Simkins, Creative Solutions Director at Exterion Media, said: “In our world of 24-hour content, this is an exciting industry development for taking broadcast news to the Tube. We know that Londoners are spending more time away from their homes, with four million people using the Tube every day. Our full-motion DX3 channel is an unrivalled way to distribute premium, entertaining video content to this audience and enhance their journey experience. Looking ahead, we are confident about the new advertising and commercial opportunities this partnership with Euronews will unlock for advertisers.”
Jenny Delcambre, Head of Global Out-Of-Home Partnerships, Euronews, said: “Our partnership with Exterion Media and TfL will deliver our daily dose of curated news to London audiences as they travel around the city. The opportunity for engaging this valuable audience is matched by the capabilities of Exterion’s DX3 channel for broadcast.”
Chris Reader, Head of Commercial Media at TfL, said: “This partnership shows how advertisers can use our DX3 screens to create more memorable moments for our customers and we hope passengers enjoy this content as they travel through our stations. Our new digital platform displays are one of the many ways we’re transforming our advertising estate to make it more attractive for brands and raise vital revenue that can be reinvested in modernising the transport network.”
We see this as a positive step. Although available at only 15 stations currently this is the next step in the evolution of the Underground and provides a way to hold the interest of the tube audience beyond straight advertising opportunities. This is not a new concept – Sky News have been providing news at mainline over ground stations since 2007 having taken over from the BBC.