Media and entertainment group Global has launched its new eight-year advertising contract with Transport for London by ushering in what is claimed to be the biggest transformation of the London Underground’s advertising estate in its history.
Dubbed “The Greatest Show Under Earth”, the media owner will install more than 1,000 new digital screens, roll out world-first immersive formats, and launch Access All Audiences – a new audience planning and measurement tool to supercharge outcomes for advertisers.
By fusing “depersonalised” TfL data with data from industry sources, including TGI, IPA, TouchPoint and YouGov, Access All Audiences shifts outdoor advertising from panel-based to audience-based planning, and Global maintains this will increase the efficiency and effectiveness of campaigns by enabling more targeted, data-driven marketing.
As well as investment in adtech and data, Global has unveiled an extensive enhancement of its digital and print assets on the TfL estate, with the aim of helping advertisers connect with hard to reach audiences with high-impact, contextually relevant creative.
In what Global claims to be a “world first”, the company is developing new digital tunnel wraps to for the Elizabeth Line, which will see four ten-metre-long LED screens curving from one side of a tunnel to the other, allowing commuters to be immersed in full-motion campaigns. Working closely with TfL, the steps to develop this concept into a reality are now underway.
At Waterloo Underground station, meanwhile, Global is set to transform the Tube’s 160-metre-long travelator into a multi-sensory experience featuring eight digital screens, combining sound, 3D visuals, scent and motion.
The entire upgrade is underpinned by sustainability, from solar-powered screen assembly to carbon-neutral materials and modular screens that can be repaired easily.
TfL customer director Emma Strain said: “To travel on the Tube or Elizabeth Line is to be surrounded by all the wonderful creativity, innovation and excitement that drives this global city. Today we’re marking a partnership that will see the most ambitious digital expansion our network has ever seen, combining groundbreaking creativity with cutting-edge technology and data.
“Together with Global, we’re proud to play a part in shaping the cultural heartbeat of the capital and I can’t wait to see how our customers and those advertising on our network see these latest enhancements to our world-leading advertising estate.”
Global chief commercial officer Mike Gordon added: “Today we have revealed a bright vision for outdoor advertising on the London Underground, a long-term investment strategy, and a commitment to tech and data innovation that will deliver more efficient and effective outcomes for our advertising partners.
“Everything we’re doing is part of a commitment to make the Transport for London network The Greatest Show Under Earth and I think the Waterloo travelator and the digital tunnel wraps have the potential to be a huge attraction and people will visit just to experience them.”
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