TDI pioneers moving ads on Underground station walls

As London Underground prepares a pounds 1.2 billion ’communications revolution’, the sales teams at TDI are gearing up to sell moving images on tube station walls.

As London Underground prepares a pounds 1.2 billion ’communications

revolution’, the sales teams at TDI are gearing up to sell moving images

on tube station walls.



Derek Smith, managing director of London Underground last week revealed

that the company is ’considering running moving ads’. Poster contractor

TDI has confirmed that it expects there will be a live trial of

projected ads next March or April, leading to a wider roll-out later in

the year.



The ads are projected across the tracks onto the far wall of the

station. When a train pulls in the projections stop and when it pulls

out the ads start again from the beginning. The system has already been

tested by TDI - in front of a number of potential clients - on a disused

platform at Holborn.



TDI is now discussing the live trial with would-be advertisers. ’Lots of

people have expressed an interest,’ said sales director Clive Punter.

’They seem very impressed with the trials.’



The trial advertisers will not be charged for the space, but have been

asked to channel their adspend into producing creative that is well

suited to a silent moving picture.



Some of the ads may be silent versions of TV ads, but Punter promised

that the cross-track projections would be an impressive new medium.

’Generally speaking this will be posters-plus, not TV-minus,’ he added.