Owner: CBS Outdoor
So it's here at last. Like an epic movie, five years in the making, cross-track projection is coming to a station near you.
Was it worth the wait? If the test site at Euston is anything to go by, then the answer has to be yes.
Anyone who witnessed XTP's false start might expect to be under-whelmed by the 2007 version, but they won't be. The quality is stunning - delivered in 1080p (referring to 'progressive' scan), it's 50% higher resolution than your average HD television and it shows.
In addition, it's full motion, which might be stating the obvious but in combination with high dwell time, it makes for a captivating experience.
Finally, there's the flexibility, initially limited, but ultimately likely to be buyable by week-part, day-part or almost any combination of the two. Change copy instantaneously, every day, every hour - the possibilities are endless and infinite.
The challenge for us is in understanding the value of these permutations and how to creatively maximise the opportunity (without sound).
So who will use it? The quality should appeal to brands with values rooted in great visuals - cosmetics, fashion, and the like. In addition, categories that have historically steered clear of the Underground environment - such as food - will probably welcome an alternative way to talk to Underground users.
Anyone in the content business, such as film distributors and TV companies, should value this new distribution channel. The enhanced flexibility will probably be more popular, at least initially, with the retail sector, running time-sensitive promotions, special offers and sales.
Then, of course, there will be those advertisers who just want to be among the first to use new and innovative communication channels.
Now all CBS needs to do is build another 149 of them.
- Review by Glen Wilson, deputy managing director, Posterscope.