After an extensive procurement process TfL has selected Global and JCDecaux to manage its advertising estate, building on the work achieved in recent years.
The new contracts will see Global continue to manage advertising on TfL’s rail estate, which includes digital and traditional paper advertising sites on the Tube, London Overground, and Elizabeth line. JCDecaux will continue to manage advertising at more than 4,700 bus shelters, carrying more than 9,000 traditional paper advertising panels and 612 digital advertising panels.
By working with these award-winning Out-of-Home media companies, TfL aims to further develop London’s largest advertising estate and continues to champion new ways of bringing brands closer to those travelling across the city by Tube, bus or rail.
TfL and its media partners will work together to bring new, innovative advertising to the millions of people who use London’s transport network every day. Building on the current approach, Global and JCDecaux’s successful bids demonstrated how they will further utilise data, digitisation and the vast scope of TfL’s lucrative advertising space to connect brands with the right audiences.
The TfL advertising estate has seen a series of exciting new campaigns and innovations across the network. This includes a ’super-sized’ Adidas shoe on top of bus shelters for the opening of a new Adidas store on Oxford Street, an immersive ABBA Voyage campaign at Waterloo where those travelling on the travellators were accompanied by images of the band’s members and three of the group’s familiar tunes, along with subtle motion advertising at digital bus shelters and 3D anamorphic advertising being trialled across digital rail sites. By continuing to innovate and push creativity further, TfL hopes to bring more new ways for brands to reach their customers.
As part of the tender, TfL asked bidders to consider the environmental impact of advertising and to help TfL continue supporting the Mayor in his aim to make London Net Zero by 2030. To help achieve this, TfL is converting lighting in advertising panels within stations to be LED lighting, which uses up to 60 per cent less energy than traditional lighting while providing around 10 per cent brighter light. Work is also underway to convert lighting in all bus shelters across London, including those used in advertising panels, to LED lighting in the coming months.
