I have never used the tube as a commuter and so the information that I get from CBS Outdoor will be invaluable.
96 sheets
"The sheer scale of 96 Sheets is unlike anything else available in London. As well as their creative potential, they deliver stature and guaranteed exposure as consumers are a matter of feet away. They also benefit from the unique nature of the cross-track relationship. Just like a 48 Sheet and 16 Sheet, cross-track provides consumers time to consider the product on offer, not just during the 3 minutes of dwell time but also after the exposure through the impact that this unmissable display leaves with them. Demonstrated through various case studies such as the ‘Time To Consider’ campaign, whether you have long copy or a very simple creative execution, commuters welcome the stimuli and will spend time actively consuming your ad both on the platform and beyond. "
Time to Consider – The 3 minute platform dwell time provides greater opportunity to consider, attend to and absorb product information which ensures greater retention, recall and motivation to purchase.*
Relay detailed brand messages – The length of dwell time combined with its welcomed nature offers an unbeatable platform for communicating with a captive audience.
Scale and proximity – The sheer size of 96 sheets captures the attention, but it is the proximity to consumers which creates a truly un-missable creative canvas.
Status – 96 Sheets make a statement like few other poster sites. By dominating this environment, consumers perceive the brand to be of high value and high stature. * Total Recall – TNS 2007.
48 sheet"The flagship site on the Underground; cross-track 48 Sheets are arguably the most important media property in the UK. Of course they deliver stature, they are large and consumers are a matter of feet away but also add to this the quality and weight of the Underground audience. However, the true strength of Underground 48s lie in their ability to drive public awareness and debate in London. Demonstrated through various case studies such as the ‘Time To Consider’ campaign – whether you have long copy or a very simple creative execution, commuters welcome the stimuli and will spend time actively consuming your ad both on the platform and beyond. So when the solution is right in front of you, why would you consider anything but cross-track advertising?"
Time to Consider – The 3 minute platform dwell time provides greater opportunity to consider, attend to and absorb product information which ensures greater retention, recall and motivation to purchase.*
Relay detailed brand messages – The length of dwell time combined with its welcomed nature offers an unbeatable platform for communicating with a captive audience.
Most favoured – 48 Sheets are the most favoured site by commuters on the Underground and 87% state they prefer the Underground with advertising.**
Scale and proximity – The sheer size of 48 sheets captures the attention, but it is the proximity to consumers which creates a truly un-missable creative canvas. * Total Recall – TNS 2007. **The London Commuter 2006.
16 sheet
"Just like their bigger cross-track cousin; the 48 Sheet, they are actively welcomed as consumers look to be entertained during their time on the platform. Their portrait shape is highly versatile but is frequently used to involve the commuter in a brand story or product information. Their sheer size plus the captive nature of the audience ensure they are read and not flicked past. Advertising is the content on the Underground and that’s why more than 87% of consumers welcome this type of advertising. A piece of work called ‘Time to Consider’ highlighted how effective platform dwell time can be at engaging London. Click here to see the case study."
Time to Consider – The 3 minute platform dwell time provides greater opportunity to consider, attend to and absorb product information which ensures greater retention, recall and motivation to purchase.*
Relay detailed brand messages – The length of dwell time combined with its welcomed nature offers an unbeatable platform for communicating with a captive audience.
Portrait canvas – The shape of 16 sheets make them ideal for brand response advertising, working especially well with Tube Car Panels.
Unique & Cost effective – This unique Tube format maintains all the inherent benefits of 48 sheets without the capital outlay.
12 sheet
"This walkway landscape display is the most engaging corridor format. Benefiting from the revolutionary dry posting technique, the 12 Sheet provides a high frequency opportunity in areas of high consumer traffic. The illuminated 12 Sheets in Zone 1 & 2 stations are capturing the attention of consumers - the bright, clean eye-catching advertising wouldn’t look out of place in the centre spread of a magazine."
Quality of presentation – 12 Sheets are the double page spreads of the London Underground environment, delivering high end, glossy advertising opportunities.
Impact and Proximity – Their large size and positioning means they benefit from impact and proximity to consumers traveling through the network, offering excellent standout.
Frequency – Situated in high-traffic corridors and interchanges, 12 Sheets offer an attractive media and creative opportunity.
6 sheet"One of the Underground’s premium formats, 6 Sheets have an excellent distribution across the network delivering broadcast cover or precision lifestyle and demographic targeting. Always framed and illuminated, they are found in busy corridors and ticket halls thereby benefiting from the highest levels of traffic possible. Their high frequency, 100% pedestrian audience and broad distribution offers advertisers excellent coverage and value for money. 6 Sheets are back-lit slimline and lightweight displays that feature modern ‘frameless’ doors and the bespoke lighting system provides an even distribution of illumination. The overall effect and high design values ensure a client’s ad will rival the cover of a glossy magazine. 6 Sheets are the most flexible format on the Underground, allowing advertisers to target a range of audiences and create bespoke packages."
Broadcast - 6 Sheets on the London Underground are a premium product delivering broadcast cover or precision lifestyle and demographic targeting.
Frequency – A brand building format found in busy corridors and ticket halls offering advertisers high frequency in central London that other outdoor solutions cannot provide.
Display - New 6 Sheet frames are backlit, slim-line and lightweight frameless displays - all designed to enhance impact and engagement.
Targeted - 6 Sheets can be bought in Precision Packs, which enable advertisers to reach specific groups and communities, using only advertising sites that have a high enough profile.
100% pedestrian – Underground 6 Sheets benefit from 100% pedestrian traffic meaning every pair of eyes has the opportunity to absorb the ad.
Working together to amplify your message – Using the high coverage of 6 Sheets in conjunction with digital offers frequency and brand presence while digital provides tactical opportunities.
4 sheets"London’s live Time Out guide, 4 Sheets are situated in busy corridors and on platforms where visibility is high and vast numbers of exposures are possible. They are a great way to build awareness quickly and are now illuminated in many Zone 1 & 2 stations."
Cost Effective - Often described as the Underground’s notice board format, 4 Sheets are a cost effective method for driving awareness.
Coverage and Flexibility – 4 sheets offer high coverage due to the excellent positioning in corridors, ticket halls and station platforms. The flexibility of 4 Sheets means they can be adapted to suit any business objective.
Display – With the recent transformation of the Underground, every single 4 Sheet now has more attractive glazed slim-line frames.
Targeted - 4 Sheets are also available in packs designed to reach specific audiences such as tourists or commuters.
Working together to amplify your message – Using the high coverage of 4 Sheets in conjunction with digital offers frequency and brand presence while digital provides tactical opportunities.
Car panel"With an average 13 minutes spent in carriage, Tube Car Panels offer advertisers the benefit of long dwell time and one of the most up close and personal advertising experiences in London. Just like cross-track advertising, the welcomed nature of these ads ensure they have time to consider and attend to the content and are fully immersed in the product which ultimately leads to purchase behaviour. The captive audience enables brands to communicate their stories and draw in their readers with engaging long copy. The exposure time also lends itself to direct response campaigns. In January 2008 we ran a competition challenging the creative industry to come up with the perfect Tube Car Panel. This ad had to be based on a current client brief and needed to tell the brand story or relay key information in the most engaging and entertaining way possible."
Time to Consider – The 13 minutes of dwell time provides greater opportunity to consider, attend to and absorb product information which ensures greater retention, recall and motivation to purchase.*
Engagement - The captive audience enables brands to communicate their stories and draw in consumers with engaging long copy. The exposure time also lends itself to direct response adverts.
Welcomed - Actively read and welcomed distraction from the Tube car environment, brands can actively engage with a receptive audience which leads to higher ad and brand recall.
Industry recognition - TCP's ability to communicate a brand story through long copy was the premise behind the campaign that captured the creative industry's imagination - with well over 200 entries, the 'Underground Writer' Campaign clearly demonstrated the industries belief in the effectiveness of this format to captivate consumers on the move. * Total Recall – TNS 2007.
Stair, lift and escalator panels
"These sites are often seen as London’s notice board, informing consumers as they enter and leave the stations. Viewed at very close distances and now housed in new lightweight, slimline, glazed frames, LEP’s are part of the fabric of the Underground and an integral part of the experience of living in or visiting London."
Point of Sale – Stair, Corridors, Lift & Escalator Panels (LEPs) are perfect for filling that empty moment on the way in or out of a station and with 79% of commuters having responded to a Tube ad – this is an excellent POS opportunity*
Entry Point Advertising – A great opportunity for small advertisers to create a presence at their local stations just prior to exit.
Dominate - LEPs are concentrated in central London and are a great source of inspiration for people about to go shopping in areas where roadside advertising formats are not generally found.
Creativity - LEPs can be combined in runs of 3 or 6 panels, or in a whole escalator run giving advertisers a chance to dominate this journey and create un-missable impact. *The London Commuter – 2006."
Ticket gateways"Ticket Gateways offer unmissable visual impact. They provide advertisers with the ability to be seen by every single commuter. The sites are positioned directly on the gates ensuring maximum exposure and recall as people enter and exit a station. They provide a great notice board for your brand and can be key in driving immediate purchase. If you are looking to get your brand literally in front of this valuable audience, this is the way to do it. 64% of commuters say they have bought, or tried something as a direct result of seeing advertising on the Underground*. Tickets and Ticket Gateways are an excellent way to drive this kind of response. *Source Robert Quayle research."
Audience delivery – 150,000 individuals pass through Tube ticket gateways every hour.
Point of purchase - Ticket Gateways are ideal at hitting consumers close to the point of purchase, benefiting from being the last site you see before leaving a station.
Guaranteed impacts - Gateways offer guaranteed impacts, everyone has to pass through a gateway, avoidance is impossible creating accountability and measurability.
Frequency and reach - Ticket gateways grab attention as consumers pass through them, guaranteeing frequency and reach as they are seen by everybody.
