Google and Netflix among first brands to feature on new Tube escalator screens

Campaign 11 Jan 2019 08:53

Google, Netflix, O2 and Disney are among the first brands to feature on Transport for London’s new 42-inch HD screens that enable ad campaigns to run alongside the full length of escalators at London Underground stations.

The Digital Ribbons, created by Exterion Media, span the length of escalator locations in King’s Cross St Pancras, Piccadilly Circus and Tottenham Court Road.

The "full-motion" format allows ad campaigns to run across the full length of the screens and are four times more engaging than traditional formats, according to research by Exterion and Bournemouth University last year. 

Campaigns currently running on the screens include Disney’s Mary Poppins Returns, Netflix’s latest Black Mirror episode Bandersnatch, Google’s Pixel 3 mobile phone and New Year campaigns for easyJet and O2 that promote their seasonal sales offers.

There will be eight Digital Ribbons by mid-2019, with further installations planned at London Waterloo and Liverpool Street stations.

The number of screens at each station varies; there are 15 screens on each side of the escalator at Piccadilly Circus and Kings Cross St Pancras, while Tottenham Court Road station has 25 screens on each side.

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LondonPiccadilly CircusKings Cross St PancrasNetflixLondon Waterloo
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