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Exterion Media signals ongoing commitment to digital transformation in 2018

Jaguar Canary Wharf Digital Screens
  • Exterion Media and TfL’s £80m Hello London investment programme is well underway, with over £10 million being invested in replacing and expanding the D6 network on London Underground

  • This follows the launch of DX3, London’s newest digital channel, and Digital Buses in recent months

  • 2018 rollouts include asset deployments across UK-wide Bus and Rail environments, including Mega-T Bus rollouts across the UK, plus enhancements and additions to the Hello London estate with TfL, such as D-scapes and Videowalls (ultra-HD landscape screens).

The Hello London partnership has today announced that, as part of its £80m Hello London transformation programme, it is investing over £10 million in upgrading and expanding its D6 rollout in 2018, which will see over 400 new digital screens introduced across London Underground. The deployment will enable brands to target specific audiences and deliver ultra-contextual messaging to Tube users across the network.

This activity is part of the wider strategy behind Hello London, the media partnership between Exterion Media and Transport for London (TfL), which looks at creative new ways to drive revenue and enhance advertising. The partnership is expected to generate £1.1bn over the next 10 years. In the last year, TfL has seen more than £140m generated from advertising income, to be invested back into the transport network.

This follows the recently launched DX3, London’s newest digital channel. From February 2018, there will be 60 new digital displays across the London Underground network, hosting dynamic, full-motion content, which customers will be able to watch when standing on station platforms.

Exterion Media has also delivered market-leading transformation of advertising on the streets of the capital. In October, it unveiled the first phase of new Digital Buses in London. Google, the first advertiser, is currently using the buses to display geo-targeted messages on the premium digital screens to audiences throughout London.

In 2018 Exterion Media will continue to deliver smarter ways for brands and people to connect through an enhanced focus on service and automation, developing their data & insight offering and through expansion and growth across the UK.

Dave King, Managing Director at Exterion Media UK, said: “Major investment is being made across the board in digital Out–of-Home (OOH), and as a result the OOH industry is thriving. At Exterion, we’ve had a really exciting 2017 and launching DX3 and the upgrade to D6s with our partner TfL has been a great way to end the year. In 2018 we’ll be continuing to focus on connectivity and engaging our audiences, including the introduction of TfL’s additional high-impact digital formats on the Elizabeth Line. We’re looking forward to continuing our work with our partners in London and across the rest of the UK, as part of our acceleration to becoming a Digital Media Company powered by data.”