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CBS Outdoor targets London's tube users with cross-track ads.

Provided by Exterion Media
With a 3 minute wait between trains, cross-track advertising offers better retention, recall and motivation to purchase product.

Tell us about the Opportunity / What is it?

The London Underground offers advertisers an unrivalled combination of engaging formats. There are over 1 billion journeys made on the Tube each year and 150,000 people enter the system every hour. Our cross track sites are the most favoured and welcomed advertising formats in London by both advertisers and commuters. Their combined ability to capture attention with their sheer scale and the average dwell time of 3 minutes, make them a unique and highly effective means of communicating to Londoners.

What is the Marketing Objective?

Motivate consumers to purchase your product with this high dwell time opportunity.

How does it work?

16 sheet posters are portrait formats positioned 'cross track' on the wall across the Tube platform, facing passengers as they wait for their train. With a 3 minute wait between trains, 16 sheets are ideal for reaching consumers waiting on platforms. Their portrait canvas is ideal for brand response advertising, working well with Tube Car Panels. Sites are available at interchange stations, reaching millions of commuters travelling in and out of London and platinum stations, offering prime position in the heart of London such as Oxford Circus or Knightsbridge.

Who's used it in the past?

Brands who have used our 16 sheet (cross-track) advertising in the past include Innovation Norway. Innovation Norway ran a 16 sheet campaign in January 2007 to raise awareness of Norway as a holiday destination. Following the campaign 30% of those who saw the ad spontaneously mentioned Norway as a holiday destination, showing a direct link between seeing the ad and thinking of Norway as a holiday destination. To view the full case study please view all CBS opportunities.

Features / Benefits

Research tells us that the longer consumers spend with advertising, the better their retention, recall and motivation to purchase than exposure to short dwell time sites such as roadside (Total Recall, TNS 2006). The cross-track sites can guarantee to reach a quality, hard to reach audience, growing every year, in a welcomed environment with time to consume it. 87% of commuters welcome advertising on the Underground and 74% of consumers have actually walked down a platform to see advertising, as a result 58% of Tube users have followed up on a tube ad.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details150,000 people enter the system every hour. 74% ABC1 adults.
25 - 34
35 - 44
45 - 54
LocationTimingsMarketing ObjectiveOpportunity Type
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