All eyes on Tube advertising in the UK

Transit media is the most definitive catalyst for OOH growth in most markets. The ad rights on London Underground is now being seen as the “world’s largest outdoor advertising contract”. In March 2016, Transport for London (TfL) picked Exterion Media as its media partner for what it called the “world’s largest outdoor advertising contract”.

A Real Business online news reports states that an average advertising engagement dwell time of three minutes on the platform and 13 inside a carriage is supported by the finding that London Underground users are six times more likely to recall an advert seen there. Some 79% have looked up something or purchased a product as a result, with the advent of WiFi on platforms seeing a quarter search advertisements online.

“With 3.5m million passenger journeys a day, London Underground provides businesses with a wide range of advertising opportunities. Then there is bus advertising, with 2.3bn journeys made on those each year,” states the news report.

Exterion Media has a contract controlling advertising space across London Underground and Overground, Tramline, Docklands Light Railway, Victoria Coach Station and the soon to be operational Elizabeth line. To find out more, Real Business sat down with Exterion Media research manager Nicola Barrett and group development director Jason Cotterrell to see what the options are and how it can translate into a boost in sales. Whether it is young businesses looking to launch a new brand and build levels of awareness, or more established companies maintaining public visibility, Cotterrell believes TfL provides an option for a wide range of marketing requirements.