Transport for London (TfL) has signed up Outdoor Plus as its advertising partner in a £17.6m contract to bring digital advertising screens across road underpasses in the capital.
TfL said the network of roadside screens would generate at least £13m to reinvest in modernising the transport network over the next ten years.
Initially, Outdoor Plus will roll out screens at six locations along main routes such as the A3 Kingston and the northern ring road at Wembley Way, where they will be seen by an estimated 500,000 road users a day. There is a view to adding three further sites, subject to planning permission.
The first six sites:
- Malden Way, Kingston
- Argyle Road / Western Avenue, Ealing
- Harrow Road / North Circular Road, Brent
- A2, Greenwich
- A312/Uxbridge Road, Hillingdon
- A12, Leytonstone, Waltham Forest
TfL launched a competitive tender for a contract for its underpass estate last May.
Graeme Craig, TfL's director of commercial development, said: "Expanding our work with Outdoor Plus will provide tailored, dynamic advertising at nine locations across the capital. It is another example of our wider commercial approach to generate £3.4bn in non-fare revenue, which will be reinvested in the transport network."
The TfL advertising estate is a hefty one – making up 20 per cent of all out-of-home advertising in the UK and 40 per cent of the London market.