Digital Out of Home Upgrade on the London Underground
Exterion Media is set to re-launch its London Underground cross-track projection digital OOH network in summer 2015. Formerly known as XTP, the upgraded network will be re-branded DX3 and addresses advertisers’ major misgivings about the previous network.
Projection technology has developed substantially since the original XTP product was launched in 2008. The new DX3 screens, powered by NEC Display Solutions, will be a big step forward in visual quality terms.
Imagine the current XTP screens, but half as big again (almost the size of a cross-track 48 sheet), three times brighter, and vastly improved HD screen resolution. The new DX3 network will also be supported by a brand new media player and content management system, creating a back-end to effectively manage, live, dynamic and contextual digital OOH content and creative.
We expect DX3 to include 60 x screens across 15 of Zone 1’s busiest Tube stations, including Liverpool Street, King’s Cross St. Pancras, Waterloo, Oxford Circus and Bank. Individual screens locations will reflect the best performing cross-track 48 sheets as identified by ROUTE. A lower number of higher quality screens is the result, delivering a bigger audience of Tube users.
Meticulously planned by Exterion Media, DX3 will be one of the most important digital OOH launches of 2015. Based on first impression, we fully expect it to be an impressive new platform for highly impactful, relevant and engaging digital OOH communications.
The anticipated launch date is in September 2015.