Viacom debuts plasma screens Tube ads with Carling

LONDON - Viacom Outdoor has developed a new format comprising 61-inch plasma screens on the London Underground network for Carling.

The screens -- dubbed dynamic billboards -- are sited in ticket hall areas, and will run full colour ads throughout the day. They can be remotely updated and strategically changed to suit the audience they reach.

The plasma screens are the first of their kind on the London Underground and will play out a series of Carling ads from in the morning to directional ads pointing out the nearest Carling stockist in the evening.

Carling has booked the screens for one year in a deal devised by BBJ Communications and managed by Poster Publicity.

Jon Lewen, business development manager at Viacom Outdoor Impact, said: "Our ambition is to innovate and develop new products that allow for greater creativity and sophistication in the marketing of brands. Dynamic billboards can't fail to attract the attention of Tube travellers, while messages that play on the mood of an audience will have far greater relevance and so prove that much more engaging".

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