Cross-track projection in the tube

Geny Caloisi, 10 July 2008

Commuters at five of London’s busiest tube stations will be able to see giant cross-track advertising screens. Nestlé, Sky, Magners, Paramount, InBev and Dewynters have signed as the official launch partners of Cross-track Projection (XTP), CBS Outdoor’s digital media opportunity on the London Underground.

The soundless commercial content will feature in full motion and HD quality.

Piccadilly Circus, Bank, Liverpool Street, Euston and Bond Street have all been fitted with the hi-tech projectors and giant screens, each linked to a new digital advertising network enabling partners to remotely update their messages on a 120' loop, at the touch of a button. The partnerships will run for a minimum of 6 weeks from 30th June.

Sky and Nestlé have opted for an all-day presence on the sites, using different day parts and 20 second spots in each loop to promote their distinct divisions or brands.
XTP a high projection system has been designed specifically for the Tube environment in conjunction with Digital Projection. XTP's HD capabilities, in addition to the quality of the projection makes it ideal for this environment.

To date CBS Outdoor have installed across the London Underground 1034 digital screens, including 181 LCD screens, 830 Digital Escalator Panels and 23 XTP screens. In total, CBS Outdoor's £72 million investment programme will see the installation of 2000 digital screens across the Tube network, including 150 XTP screens. It is anticipated that by the end of 2008 the programme will be between 95-100 per cent complete.