NEC Display Solutions has been chosen as the provider of visual display technology for a new digital advertising channel, Hello London DX3, a partnership between Transport for London (TfL) and Exterion Media.
From the beginning of February next year, there will be 60 NEC digital displays across the London Underground network, hosting full-motion content, which customers will be able to view when standing on station platforms as they travel.
The Cross Track projection solution comprises an NEC 14K lumen PH1400U projector enclosed within an NEC designed housing, projecting displays 4.5m x 2.4m in size. These displays are to be located at 15 different Tube stations within Zone 1 and Zone 2, starting at five of the Tube’s most popular stations, including Liverpool Street and Oxford Circus.
Every station environment is unique and we’ve worked to exacting standards in partnership with NEC Display Solutions who have developed the projector and technical solution
Adrian Lovejoy, Exterion
“Being able to provide a display solution for one of the most complex and high profile environments in the world was one of NEC’s hardest challenges”, said Simon Jackson, VP strategic and vertical sales, NEC Display Solutions. “We are very proud to have been able to achieve this together with Exterion Media and to play a part in their vision for Hello London.”
Exterion media service delivery and operations director, Adrian Lovejoy, responsible for the digital transformation programme on the TfL estate stated: “Developing and launching London’s newest full-motion digital network across London Underground has been a complex engineering challenge. Every station environment is unique and we’ve worked to exacting standards in partnership with NEC Display Solutions who have developed the projector and technical solution. Together with Telent Technology Services who have provided installation expertise, we have collectively delivered an industry leading visual experience.”
The displays are a significant investment in TfL’s advertising estate, and part of Hello London’s wider strategy, which looks at creative new ways to increase revenue and enhance advertising. TfL has seen an increase in its advertising revenue with more than £140m generated in the last year to be invested back in the transport network.
Chris Reader, head of commercial media at TfL, explained: “Our new Hello London DX3 network is an exciting addition to the Tube, making it more attractive to brands by allowing them to engage with the London audience and create more memorable moments for our customers. We are investing £80m as part of Hello London to raise further revenues to reinvest in our transport network from our advertising estate, which is already the most valuable in the world.”
Dave King, managing director at Exterion Media UK, said: “With Londoners spending more time out of their homes than the rest of the UK, DX3 is a fantastic channel to connect with this hard-to-reach, light TV-viewing audience – complementing video on demand and TV. The high-definition displays will provide advertisers scale, reach, flexibility and immediacy like no other channel in London.”