London Underground advertising has many advantages. The tube comfortably attracts 1 million daily passengers onto it’s network. Tube advertising runs through all 270 stations, all across London. It’s an incredible way of reaching London’s influential commuters. Not to mention, the thousands of other travellers who navigate the Capital each day.
Advertising opportunities on the Underground are numerous. It’s a really popular choice for emerging brands and digital startups. They are able to leverage relatively low investment and substantial customer volume. Londoners also tend to be among the most tech-savvy in the country meaning they are likely to be early adopters of new products. As they are also socially influential, this helps to spread brand messages far and wide.
There are lots of advertising opportunities across the tube network. Most are highly visual installations. Others are less prevalent but no less effective supporting your brand message. The Bank think tube advertising is a fantastic opportunity for most brands. We’ve succeeded launching campaigns for new and established brands, both from within and outside of London. So let’s dive in and see what might be right for you.
Track-side billboards are 6-sheet and 48-sheet style billboard posters. They line the tracks at most underground stations. They are highly visible for waiting passengers before and after the arrival of trains.
Walkway advertising posters are also 6-sheet sized. These tube advertising posters are positioned in prominent locations throughout station walkways. They also appear on the platforms. Increasingly these are digital poster positions allowing for some breathtaking creative.
Ticket gate advertising are vinyl wraps which bedeck the access gates. Ticket-gate takeovers are available in most locations and are usually temporary. They are most effective at main stations where every passenger must pass through. They are great for event marketing like retail promotions or product releases.
Carriage cards adorn the carriages. They sit at the eye line of standing commuters and above the heads of those who are seated. People here are a captive audience, so this creative is extremely powerful. Add to that, the tube reference maps intersperse these adverts. This forces the adverts further into passenger focus.
Escalator panels are one of the more striking advertising opportunities on the tube. Escalator panels can be printed or digital, depending on the station. Flanking the escalator wells, it’s a chance to convey messages to a captive audience.
These tube advertising opportunities are only the visual ones. There are many other opportunities which brands can take advantage of.
The London Underground has been going through a makeover. While most stations continue to show their age, behind the scenes a new infrastructure is in place. This includes, the provision of free WIFI and mobile connectivity while deep under the capital. This supports a new dimension in media planning and digital crossover.
It’s now possible to understand where connected devices enter and leave the tube network. By mapping journey start and end points with customer demographics, brands can support make better media buying decisions. For example, brands can establish where travellers who match their customer profile are starting their journey’s. They can then “see” their journey’s through connecting tube lines. Then we can see where a prospects journey terminated. This means you can plan visual media across the tube network, basing decisions on where your target market is most likely to see your message. It works!
Due to the large digital footprint of tube passengers, who are connecting to the tube network, you can target these consumers with digital advertising. For brands running campaigns on the London Underground, this compliments the tube advertising by reinforcing messages via other online platforms. Where people may have connected with your brand visually, this can be reinforced with targeted copy and visuals delivered digitally. Relatively low cost, it’s complimentary to the Underground activity and improves impact. It also naturally encourages sharing, particularly when delivery is via Facebook or other paid social advertising.