Transport for London (TfL) has appointed Outdoor Plus as its advertising partner to bring digital advertising screens to road underpasses across the Capital. The selection follows a competitive tender and will see the network of roadside screens generate at least £13m to reinvest in modernising the transport network over ten years.
The new contract will see Outdoor Plus introduce these new screens at six road underpass locations along main arterial routes including the A3 Kingston, the A40 in Ealing and the northern ring road at Wembley Way. These six sites will be viewed by an estimated half a million road users a day. Subject to planning permission, a further three sites could be added.
Graeme Craig, TfL Director of Commercial Development, said: “Expanding our work with Outdoor Plus will provide tailored, dynamic advertising at nine locations across the Capital. It is another example of our wider commercial approach to generate £3.4bn in non-fare revenue, which will be reinvested in the transport network.”
Jonathan Lewis, Managing Director of Outdoor Plus said: “Outdoor Plus is delighted to have been awarded Transport for London’s prestigious London Landscape digital advertising contract. We recognise the importance of London as the most valuable market for advertisers in the UK and globally. This partnership will further enhance London’s digital footprint by adding new and unique locations and extend Outdoor Plus’ iconic digital reach to over 40 million people per fortnight. The London Landscape will complement our existing iconic portfolio and we are excited to be working with TfL to bring this project to fruition.”
The TfL advertising estate is one of the largest in the world, making up 20 per cent of all out-of-home advertising in the UK and 40 per cent of the London market. Making the best use of this estate is part of TfL’s wider commercial approach, ensuring TfL can deliver a modern and affordable public transport network. Through work with advertising partners like Outdoor Plus, TfL is revitalising the estate with new advertising assets, giving the TfL advertising portfolio both reach and relevance in a continually changing market.
- The six sites which currently have planning permission are:
- Malden Way, Kingston
- Argyle Road / Western Avenue, Ealing
- Harrow Road / North Circular Road, Brent
- A2, Greenwich
- A312/Uxbridge Road, Hillingdon
- A12, Leytonstone, Waltham Forest