UKinbound member, Audience2Media, is a specialist in paid media for the entertainment and visitor attraction sectors. In this guest blog, Managing Director Rupert Bean discusses the recent suite of transformative upgrades to advertising spaces across the London Underground and TfL rail environments, and how they can help brands reach the capital’s high-vale audience more effectively.
Global, the media owner responsible for all Out-of-Home advertising space across the London Underground and TfL rail environments, has launched a suite of transformative upgrades designed to help advertisers reach the capital’s high-value visitor audience more effectively. These innovations harness smart data and technology the deliver precise targeting and enhance the consumer journey, offering a compelling opportunity for tourism, culture and entertainment brands to better connect with their target audiences.
The four key innovations include:
1. AAA – Access All Audiences
Global’s new behavioural planning tool, AAA, integrates TfL data with Route, TouchPoints, TGI, and YouGov Brand Index. This comprehensive integration enables advertisers to pinpoint the most effective Underground stations to reach their desired audience segments while also understanding how OOH fits into the wider media mix. For visitor attraction marketers, this means smarter targeting and greater efficiency across campaigns.
2. Digital Asset Enhancement
Global is rolling out 1,000 new D6 screens across all nine TfL zones in their most significant digital expansion, tripling their network’s reach. In addition, 150 HD full-motion 3D-enabled Digital 12 sheets, nine new digital gateways, and five new sets of digital escalator panels are being installed. These high-impact formats present new creative opportunities for campaigns to captivate audiences at scale.
3. Revamp of the Waterloo Travelator
One of the most high-footfall areas in the network, the 160m travelator at Waterloo Station is being transformed into an immersive media experience. Featuring eight giant digital screens with sound, 3D visuals, scent and motion, this sustainably powered installation is designed to leave a lasting impression on commuters and tourists alike.
4. Digital Tunnel Wraps on the Elizabeth Line
Four curved digital tunnel wraps will debut on the Elizabeth Line in a global first. These 10-metre LED installations will curve around the tunnels to deliver fully immersive, full-motion campaigns. It’s an unprecedented creative canvas for brands seeking standout visibility in a premium environment.
For more details on these developments or to explore strategic paid media planning opportunities, please get in touch with Rupert Bean.
