Digital Signage is gradually replacing traditional poster sites and now the largest indoor LED screen in Europe has gone live at Waterloo Station in London
International street furniture and advertising company JCDecaux have unveiled "Waterloo Motion", a 40 metre wide LED display mounted in the concourse at Waterloo Station.
The display is made up of 6mm pitch panels from AOTO of China and has a resolution of 6720 x 480 pixels.
The first advertiser to use it is Audi who have created the "Audi Dashboard" which mixes live statistics about the station with facts about their cars, such as: "31,451 cups of coffee bought. If this was petrol, you could drive an Audi A3 Sportback to the moon."
The agency behind the campaign is BBH London "For Audi, it is important we use opportunities to support the brand's 'Vorsprung durch Technik' philosophy," said Matt Doman of BBH.
"The challenge with Waterloo Motion is to keep such a vast audience engaged for the campaign period. As a result, we came up with a dynamic concept where the data on the Audi Dashboard is never the same twice."
They estimate that 2 million commuters will pass through the station each week, with an average dwell time of 17 minutes so the advertising should get plenty of exposure.
"It is fantastic that Audi has chosen to be our partner for the launch of Waterloo Motion," said Spencer Berwin, MD of Sales at JCDecaux UK. "This marks a new era in rail advertising, underlining the importance of rail as an environment for brands and the ability of digital to create powerful, immersive experiences that engage millions of consumers."
You can see a timelapse clip of the screen on JCDecaux site here