Media and entertainment group Global has finished integrating London’s Elizabeth Line into its DAX digital ad platform, meaning the 4,000 screen empire is the UK’s biggest digital outdoor network.
Data-driven campaigns are now available programmatically on ultra-HD, video-enabled digital billboards throughout the line. The integration includes platform edge screens, all digital escalator panels and the digital posters above the escalators at Tottenham Court Road, Farringdon and Bond Street stations.
Mike Gordon, Global’s Chief Commercial Officer, said: “Looking ahead to the opening of Bond Street next week, the premium look and feel of the new Elizabeth line station offers an attractive, engaging environment for both commuters and advertisers. I’m looking forward to seeing how marketers make use of the impressive space and I’m also delighted to be welcoming luxury brands into the London Underground who’ve never advertised on the network before.”
Bond Street’s new ad canvas features two 44m long digital screens to allow for passengers to view creative visuals as they travel up and down the station’s escalators.
Phil Duffield, VP UK at The Trade Desk commented: "Building a digital out of home media strategy into an omnichannel approach means advertisers can measure the true impact of their efforts, they can establish what's working and what can be improved, adjust accordingly in real-time and set themselves up for long-term success. We're proud to be playing a part in that process with Global.”
Sephora and Michael Kors open the digital ad floodgate
LVMH’s Sephora and Michael Kors are going to be the first brands to advertise at Bond Street when it opens its doors next week.
50 million journeys have been made on the Elizabeth Line since it began operating in May 2022. Bond Street is the last station on the line to open its doors, and will give access to one of Europe’s biggest shopping districts as the peak shopping season picks up.
Chris Reader, Head of Commercial Media at Transport for London added: “Our commercial partnership, coupled with the opening of Bond Street’s Elizabeth line station will give another boost to central London's recovery from the pandemic. It further enriches our state-of-the art advertising portfolio and gives brands the opportunity to show off their creativity, while also generating revenue for TfL which is then reinvested back into the transport network.”
“Sephora is coming to the UK and we are very excited that Publicis Media Luxe has partnered us with Global to be the first beauty brand to advertise at the newest Elizabeth line station,” said Sami Ennaifer, EME Omnichannel Media, Social Networks & Community Director at Sephora.
“We’re really looking forward to seeing the campaign come to life in the heart of London’s iconic shopping district.”