Art on the Underground celebrates female suffrage centenary

Art on the Underground, the Transport for London public art programme, is creating a London-wide exhibition of work by women to mark 100 years since women first won the right to vote.
The work is part of London Mayor Sadiq Khan’s new gender equality campaign “#BehindEveryGreatCity”.
It will be the first time that Art on the Underground has commissioned a year of work created only by female artists.
The artwork will be on display at street-level out-of-home sites in Brixton and Southwark, and on the cover of over 25 million Tube maps specially designed by Romanian artist Geta Bratescu and French artist Marie Jacotey.
There will also be a sculpture on a disused platform at Gloucester Road Station, created by British artist Heather Phillipson.
Eleanor Pinfield, head of Art on the Underground, said: “The spaces of our cities are not neutral, and neither is space afforded to public art. Wider social inequalities are played out in the structures of urban life.
“Through 2018, Art on the Underground will use its series of commissions to reframe public space, to allow artists’ voices of diverse backgrounds and generations to underline the message that there is no single women’s voice in art – there are however many urgent voices that can challenge the city’s structures of male power.”
Via: Campaign Live

Exterion Media Win £1.1 Billion Tube Ad Sales Contract

Exterion Media has won Transport for London’s £1.1 billion outdoor ad sales contract for the Tube.

The eight-year deal, worth an estimated £150 million a year, is thought to be the most valuable out-of-home ad contract in Europe and has been expanded to include the Docklands Light Railway, London Overground and the new Crossrail line.
Exterion Media was the incumbent but JCDecaux had become a growing presence in London after winning TfL’s bus shelters contract from Clear Channel last year.
TfL promised advertisers that its new deal with Exterion Media will mean greater use of digital technology so ad campaigns can be targeted by time of day and location.
Graeme Craig, Director of Commercial Development at TfL, said: “We had highly competitive bids from the leading outdoor advertising companies in the world, reflecting the quality and value of our estate. We are delighted to be able to confirm that Exterion Media is our new media partner.
“We believe this partnership can be a catalyst for transforming our stations and the wider industry. The new contract will move away from the traditional concessionary approach to working together to deliver innovation and value on the best station network in the greatest city in the world.”
Shaun Gregory, chief executive of Exterion Media, said: “This is a ground-breaking new partnership and together with TfL, we have a bold vision for the London Rail and Underground estate that will transform the look and feel of advertising in the Capital, and the way that brands engage with consumers.
“We look forward to making this vision a reality using our expansive industry expertise, advanced data and insights, and our innovative network of partners, all of which has contributed to making this one of the best monetised, and most valuable advertising contracts in the world.”
TfL added: “Advertising is constantly evolving and the new partnership will see the installation of responsive digital screens, which will be able to carry different campaigns according to the time of day enabling advertisers to target their campaigns more effectively.”
TfL made the decision at a board meeting, which Boris Johnson, the Mayor of London, was due to chair. The new contract is due to begin in October.
Exterion Media’s victory is likely to have significant impact because its owner, Platinum Private Equity, is now in a strong position to exit or merge the business.
Clear Channel and Ocean Outdoor are two other leading players which are owned by private equity companies which may look to consolidate or merge.
Observers said a victory for JCDecaux, the world’s biggest outdoor company, would have been more dramatic as it would have had close to 50 per cent of the UK outdoor market and left Exterion Media in a weak position.
Via: Campaign 

JCDecaux Begins 'World's Biggest' Rollout of Digital Screens on London Bus Shelters

The French-owned outdoor giant won the Transport for London bus shelter contract from Clear Channel last year.
This week’s move is the start of what the company calls a “digital transformation” with 1,000 new screens going up in leading locations, including Covent Garden, Holborn and Knightsbridge.
The bus shelters will have 84-inch, connected, dynamic HD screens which were described by JCDecaux as “the largest ever deployed at scale”, adding nearly 40 per cent to the screen size.
The new bus shelter screens will cover the capital’s major shopping areas, accounting for £1 in every £5 of the UK’s retail spend, according to data from JCDecaux.
The rollout comes just a week before TfL decides its £1 billion Tube advertising contract for which JCDecaux is bidding against Exterion Media, the incumbent.
Jean-François Decaux, the chairman and co-chief executive of JCDecaux, said: “The start of our digital bus shelter transformation doesn’t just mark an important milestone for JCDecaux, but also for London.
“We are committed to making London the global showcase for digital out-of-home and forecast more than 50 per cent of UK advertising revenues to be coming from digital by 2017.”
JCDecaux admitted last week in its annual results that UK revenues rose only 0.4 per cent on an organic basis, blaming “softness” in the market last year.
Via: Media Week 

Free Monday Travel for Apple Pay Users

Following the success of its Fare Free Friday promotion last year, MasterCard has deployed a tactical campaign with Exterion Media and Transport for London (TfL) to announce that it’s treating its Apple Pay London cardholders to free Monday travel across the TfL network.
The campaign can be found at some of the busiest and most iconic London Underground stations including Bank, King’s Cross, Embankment, Euston, London Bridge, Victoria and Canary Wharf.
The activity is running across Exterion Media’s Ticket Gateway assets and premium Digital Out-of-Home (DOOH) network, which includes high-impact LCD screens and high-definition cross track projectors.
Further amplifying the OOH activity, MasterCard is promoting the campaign across London Underground’s DMI platform screens, the website and through ticket hall announcements at selected stations.
Nicola Grant, head of marketing for MasterCard UK and Ireland, said: “With Apple Pay now established in the UK, Fare Free Mondays on London Transport gives our cardholders a convenient and rewarding opportunity to use Apple Pay in an everyday environment. Through multiple OOH platforms across key London Underground stations, we have delivered a campaign that highlights MasterCard with Apple Pay as an innovative, safe and secure alternative to pay for travel around London.”
The promotion, which runs from 23rd November – 14th December, invites customers to touch in and out of London Buses, London Underground, TfL Rail, London Trams, London Overground, Docklands Light Railway, Emirates Air Line and most National Rail in London on Mondays. Those who take advantage of the promotion will have their fare reimbursed within 28 days. The total amount that could be refunded each Monday is up to GBP 27.90.
Jason Cotterrell, Managing Director at Exterion Media, told us “MasterCard has certainly chosen the best way to announce this promotion to hard-to-reach urban audiences, since our London assets engage and inspire audiences across the Capital. We are delighted that MasterCard is working with Exterion Media and TfL to amplify Fare Free Mondays – a promotion I’m sure their customers will be glad to be reminded of!”
Via: Dailydooh

Going underground – what can the Tube tell us about the future of advertising? By Glen Wilson, MD, Posterscope

For all the grumbling about the crowds, prices, temperatures, delays and the occasional crippling strike, Londoners have it pretty good with their public transport system. The services mostly run on time, are relatively reasonably priced and are certainly the easiest way to get around the city. The systems also run on a non-profit basis – all the revenues TfL produces are funnelled back into the network to improve the quality of service.
One of the most universal experiences of public transport in London is our exposure to advertising. TfL controls some of the most valuable and influential advertising inventory OOH networks in the world. Combined with the London Bus Shelter contract, the London Underground OOH contract represents 15 to 20 per cent of the UK’s total OOH market, collectively worth in excess of £1bn over the duration of the contracts. The London Underground contract is one of the biggest of its kind in the world, and demonstrates not only the power TfL holds, but also a dynamic unique to the OOH sector.
TfL is a landlord, which means that media owners must bid for the right to buy and sell ads on the network. The pitch process for the London Underground OOH contract recently opened, while the London bus shelter OOH contract has recently been awarded to JCDecaux, a change from the incumbent media owner, Clear Channel’s Adshel, for the first time in 30 years.
This relationship, in which media owners must rely heavily on winning contracts from third party landlords, is unique in the media industry to the OOH sector. The major contracts held by TfL are just the tip of the iceberg. There are roughly 7,000 individual contracts in the UK. These include local authorities controlling media space around public spaces, private companies with extensive inventory networks and individuals that happen to have a billboard on the side of their home.
However, in spite of its importance to the OOH sector, the pitch process for third party contracts isn’t nearly as well understood as that of media and advertising pitches. Huge amounts of work go into each and every contract tender, as media owners constantly seek to demonstrate to landlords the value of their expertise, the quality of their technology and the way in which they will maximise revenue for the landlord. This gives every tender the capacity to change the landscape of the OOH industry, both today and in the years to come, particularly when the tenders are for major inventory networks like TfL’s London bus shelter contract, or indeed London Underground.
The influence held by OOH landlords will be buoyed by the strong performance of the OOH industry recently. Even as traditional media’s audiences are declining, OOH audiences continue to grow. In February this year, Outdoor Media Centre found the industry had enjoyed its strongest quarter ever, with revenues close to £300m. In addition, the sector grew by 6.1 per cent in the fourth quarter of 2014 to reach annual revenue in excess of £1 billion, with overall annual growth at three per cent. OOH also saw higher growth than any other media industry over the last decade, apart, of course, from online.
With performance so strong, bidders for the London Underground contract will need to demonstrate how the industry’s success and growth will be reflected in the revenues they can generate. TfL is a public body, and as such has a responsibility to the taxpayer. It currently has a goal to generate £3.4bn in non-fare revenue. This means that the more revenue contract bidders can promise TfL the more likely they’ll achieve their goal, and thus the more likely the pitch will be successful. However, there are challenges media owners must address when credibly promising an increase in revenue. TfL’s inventory is predominantly fixed – the number of buses, bus shelters, tube trains and stations isn’t going to change too much over the next decade, so the amount of advertising inventory is unlikely to increase either.
Instead, successful bidders will need to focus on the one factor that can change, and provide real additional value – innovation. Delivering new exciting, high value, easily accessible, dynamic advertising propositions that resonate with the public is how media owners will be able to differentiate their offering. Innovation gives bidders a credible way to demonstrate how greater value can be driven through OOH media, by enabling campaigns to be more impactful, more engaging and more relevant to consumers.
That the purity of media innovation alone can be so influential to a successful OOH contract pitch shows how unique the dynamic of third party contracts is for the industry. However, it also forces the industry to consistently put its neck out, to push boundaries and break new ground. It transforms those of us working in the sector into pioneers, a cultural necessity that has a fantastic impact for advertisers.

JCDecaux Wins Transport for London (TfL) Bus Shelter Advertising Contract

Paris, 6 August 2015 – JCDecaux SA (Euronext Paris: DEC), the number one Outdoor advertising company worldwide and the number one in the UK, has been awarded the world’s largest bus shelter advertising concession by Transport for London (TfL) in a deal worth €700m across a period of eight years.
Following on from the recent launch of the 120m² digital screen at London Waterloo, the iconic digital roadside location at Old Street Roundabout EC1 and the digital towers at Heathrow Airport T5, JCDecaux will continue to change the Outdoor landscape in London. The digitisation of the London bus shelters will provide a complete digital footprint in London covering all the touchpoints in the consumer journey.
JCDecaux will take over the current contract which is held by Clear Channel UK from 1 January 2016.
Leon Daniels, Managing Director of Surface Transport at TfL, said: “Our bus network carries 6.5 million people every day, and with almost 5,000 bus shelters in some fantastic locations across the Capital, this is a great opportunity for advertisers to reach our customers.”
Jean-Francois Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, said: “JCDecaux is delighted to have been awarded the prestigious TfL advertising contract, the world’s largest bus shelter advertising concession. London’s economy and population is booming. The city is changing at a rate not seen since Victorian times and it will have a 10 million population by 2030 increasing its value as a market for advertisers”.
“This award consolidates London’s bus shelter contracts into a single proposition of 15,000 back lit 2 sq m panels, paving the way for a significant digital transformation. JCDecaux plans to make London the global showcase for digital Out-of-Home with more than 50% of its UK advertising revenues forecast to be coming from digital by 2017.”
Via: JCDecaux

JCDecaux rumoured to be set to win £500m TfL contract

It is rumoured that Transport for London is set to appoint JCDecaux to handle the £500 million business for its street furniture.
Sources said TfL has selected JCDecaux as its preferred partner but that the decision is subject to a ten-day standstill period. That period is expected to conclude by 20 July, after which a formal appointment will be made.
Clear Channel UK has held the business since 2005 and maintains more than 30,000 bus shelters and bus-stops in London. As part of the agreement, it sells advertising on 5,000 sites.
A spokesman for the company said: “In the spirit of partnership, we will not comment on the decision until TfL makes a public statement on the outcome.”
JCDecaux and TfL declined to comment.
In a separate process, TfL is tendering the contract to sell advertising on the London Underground. Exterion Media, the incumbent, is facing competition from JCDecaux and Clear Channel.
To see the full story as reported by Maisie McCabe click Campaignlive

The future of OOH will be defined by innovation by Glen Wilson Posterscope UK

The out-of-home (OOH) advertising industry is at an exciting point in its evolution.
Decisions being made at the moment could have a huge impact on both the long-term and immediate future of the industry.
Transport for London (TfL) is preparing to announce the winner of the London bus shelter OOH contract, and has just kicked off the pitch process for one of the world’s biggest OOH contracts, London Underground.
Each of these contracts will last for a number of years, meaning the winners will control the future of two of the most high value networks of OOH inventory in the UK.
Essentially, TfL’s position as a landlord with an enormous amount of media space inventory means that it is very influential in terms of the direction of the industry.
Unique dynamic for OOH
OOH is the only media industry whose existence is predicated almost entirely on third party landlord contracts. In addition to massive contracts like those held by TfL for both the London Bus Shelter network and the Underground network, there are approximately 7,000 individual contracts in the UK.
These include a broad range of local authorities, public bodies and individuals that happen to have a billboard on the side of their home.
While client media and advertising pitches are familiar and well-understood processes in the communications industry, what’s not so apparent is how important the dynamic of the third party contract is for the OOH sector.
An enormous amount of work goes into each tender, as media owners demonstrate to landlords the sort of future-thinking that keeps them at the forefront of their industry. This means that each tender can be a huge driver of change in what the medium looks like today and how it will look a few years from now.
Bright future for OOH
Encouragingly, even if the exact shape of the long-term future is somewhat unclear, its prospects are not. OOH is on the rise here in the UK. While other traditional media’s audiences are steadily declining, OOH audiences continue to grow.
Outdoor Media Centre reported in February this year that the industry had enjoyed its strongest quarter ever, with revenues close to £300m for the first time ever. In addition, the sector grew by 6.1 per cent in the fourth quarter of 2014 to reach annual revenue in excess of £1 billion, with overall annual growth at three per cent. The medium has also seen higher growth than any other, apart from online, over the past 10 years.
Now, the challenge for TfL’s numerous bidders is in how this industry success can be maintained and superseded for its extensive network of inventory. Both the London Bus Shelter and Underground contracts combined make up approximately 15 per cent to 20 per cent of the total market, collectively worth in excess of £1bn over the duration of the contracts.
However, the challenge will be in extracting as much value as possible from TfL’s existing inventory.
Innovation is key for success
As a public body, TfL has a responsibility to the taxpayer, and currently has a goal to generate £3.4bn in non-fare revenue, so the more OOH contract bidders can help TfL meet this goal the more likely their pitch will be successful. However, this comes with its own difficulties.
TfL’s inventory is mostly fixed – the number of buses, bus shelters, tube trains and stations is unlikely to drastically fluctuate over the next few years, meaning the amount of available advertising space probably won’t change all that much either.
Bidders will need to focus on the one factor that can change, and drive real additional value – innovation. Delivering new, exciting, high value, easily accessible, dynamic advertising propositions that resonate with the public will be the battleground.
Innovation in the medium enables all involved to deliver the best campaigns possible. It’s a unique dynamic in the media industry where OOH businesses will live or die by the purity of media innovation alone, which can only be good news for advertisers.
Glen Wilson is MD at Posterscope

This article was first published on

TFL launches tender for ‘London Landscape’ digital roadside advertising

Transport for London (TfL) has launched the tender for ‘The London Landscape’, a new premium network of roadside digital advertising sites.
TfL is seeking is seeking a commercial partner(s) to install, market, sell and manage a portfolio of digital underpass advertising sites. This is part of TfL’s plans to use its assets to generate £3.4bn in non-fare income over the next decade to reinvest back into the transport network to deliver improved services for customers and users.
Over the last two years, TfL has been working with Wildstone, the largest outdoor advertising consultancy in the UK to identify advertising sites across the Capital.
The underpass estate comprises 13 digital sites and 25 digital screens throughout the Transport for London Road Network (TLRN), which makes up 580km of London’s roads and carries a third of its traffic. The locations oversail major arterial routes targeting over 20 million road users every week.
TfL’s network of digital advertising sites will also enable it to communicate information to motorists to warn them of pre-planned events and heavily congested areas.
Graeme Craig, Director of Commercial Development at TfL, said:“The London Landscape is the next stage in the development of our advertising estate and will add scale and impact to our digital portfolio. We are constantly improving our roadside commercial assets and we are particularly excited about this opportunity as, not only will it deliver substantial revenue to reinvest into London’s transport network, but through its capability to display road traffic messaging, it will also enable us to get vital information to motorists as they travel around the Capital.”
Garrett Emmerson, Chief Operating Officer, Surface Transport at TfL said: “The development of a network of digital advertising panels across the TLRN provides TfL with a valuable additional platform of Variable Message Signs [VMS] for display of key information to vehicle users in advance of major planned events. The benefits of these digital panels were clearly demonstrated during a successful trial on the A4 during June 2014, with their size and clarity ensuring maximum and safe visibility. This initiative is one of the many ways TfL is looking to utilise its assets to improve the customer experience and the scheme was also endorsed by the Department for Transport.”
Jonathan Chandler, CEO at Wildstone, said: “The network provides a platform for existing media owners to cement their place as London’s leading out of home provider or alternatively gives coverage from which a new entrant could instantly gain dominant market share.”
The new advertising locations will provide long distance, head-on viewing with significant audience impact. The portfolio is expected to be operational by autumn 2015 and will permanently enhance the London Landscape whilst generating vital revenue for TfL to reinvest back into London’s transport network.
Potential partners are encouraged to register their interest in this tender to by 26th May.
More information is available at

TfL kicks off pitch for London Underground outdoor ad contract

Transport for London has begun the review process for its outdoor advertising contract, one of the biggest of its kind in the world.
The contract will combine the ad sales for the Underground, the Overground, the Tramlink, the Docklands Light Railway (DLR), Victoria Coach Station and Crossrail, when it launches.
Viacom Outdoor, now known as Exterion Media, won the £800 million eight-and-a-half-year contract to handle the outdoor ad sales in 2006. Following a legal dispute the contract was renegotiated in early 2012.
Graeme Craig, the director of commercial development at TfL, said the company wants to move from the current minimum guarantee model to a partnership that will help it evolve so its assets are at the forefront of the commercial media “revolution”.
He said the new contract includes advertising, sponsorship, experiential and retail opportunities and the next media partner will offer a “broad range of opportunities”.
Craig said Buxton Water’s sponsorship of the Canada Water Tube station during the London Marathon last month, the first deal of its kind, was an example of the sort of deals TfL might look to do more of in the future.
He said: “It is not a regular thing that we will be doing but it is a good example of TfL thinking afresh.”
Tfl claims the contract will deliver an annual audience of 1.5 billion across 270 Tube stations, 83 stations on the London Overground, 45 DLR stations, Tramlink’s 39 stops, Victoria Coach Station and the 40 to-be-launched Crossrail stations.
Craig rejected the suggestion that moving away from a guarantee model would put public funds at risk, and instead said working in partnership will be more profitable for both sides. He said: “We want to work in partnership to unlock long-term value.”
The move is part of TfL’s wider strategy to make the most out of the commercial opportunities on its estate, which have included tailoring the retail offered in stations to the area they are situated in, including the “pop-up” opportunities at London’s Old Street.
More information about the process is available on the TfL website and there will be a day of briefings for interested parties. The formal notice will then be published through the Official Journal of the European Union.
TfL is planning to appoint a new partner by April next year. The contract will start on 1 October 2016.
Jason Cotterrell, the UK managing director at Exterion Media, said: “We’re really excited that the moment we’ve been preparing for is finally/nearly here.
“Transport for London has an inspiring vision for the Underground and their wider asset base that we’re already delivering on.
“Game-changing innovations such as DX3, which we’re launching in the coming months, will transform the tube and commuter experience, and present amazing opportunities for the industry going forward.
“We’re proud to be leading this revolution as we engage with TfL during the bid.”
Via: Campaign (Maisie McCabe)