Lastminute.com in LED bus ads trial

Viacom Outdoor is continuing its push to grow digital advertising by pioneering the use of LED screens on 25 London buses on behalf of online booking outfit Lastminute.com.

A fleet of 25 buses operating in central London will don LED screens occupying half of the “Superside” advertising space.

Screens will be positioned on the pavement side, so as to target pedestrians, and will show animated images and moving text.

The technology feat will allow remote access throughout the day, delivering different messages at different periods.

It is expected Global Satellite Positioning (GPS) systems could be used in the next technology upgrade, in order for advertisers to run different versions of an ad depending on the time of day and location of the bus.

The 12-week campaign will start in October with advertiser Lastminute.com.

If the trial is deemed successful Viacom plans to offer the panels to advertisers on a two-week or four-week basis.

The aim is to ultimately roll out the concept across the London Bus network and elsewhere in the UK.

The programme is the next stage of Viacom’s technology plan that has already seen the escalator walls of Tottenham Court Road station covered in digital panels.

The likes of mobile phone giant 02, British Airways and Direct Line insurance have been involved in the pilot scheme.

Jon Lewen, account director digital at Viacom Outdoor said: “As we said when we launched the Tottenham Court Road campaign, we see this as a trial. For the first year or so we’ll be assessing the impact of the media.”

“We do not believe it is a gamble as there is certainly sufficient demand to fill the existing capacity, but whether it goes bigger and how fast, we will decide when it is all up and running.”

Stuart Parish, media planning & purchasing manager at Lastminute.com, said: “Developing both new and innovative ways to reach our customer is always at the forefront of thinking for lastminute.com and this opportunity certainly fits the bill.

“The sites will offer us a stand out and impact that will be hard to ignore and I’m confident they will be a huge success for us.”

By Valerie Vidal

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