Exterion Media has announced the opening of an interactive Innovation Centre to showcase DX3 (Digital Cross-Track 3), its hotly anticipated new cross-track technology solution for the London Underground, set to launch in summer 2015.
Powered by technology developed by NEC Display Solutions, DX3 gives advertisers a valuable platform to connect with young, affluent, and tech-savvy urbanites. The technology delivers a premium visual experience for consumers, enabling advertisers to showcase a wide variety of high quality, immersive content that informs, entertains and captivates audiences travelling on the London Underground network.
Exterion Media’s new DX3 screens will:
Showcase Content to Engage Consumers for Longer
Ensure Better Audience Targeting
Exterion Media’s purpose-built Innovation Centre opens in Bermondsey on Monday 20th April and will give advertisers, creative agencies, partners and suppliers the chance to experience this exciting new technology first-hand. Over the next few months more than 1,000 visitors are expected to attend demonstrations, trial content, experiment with new creative executions, interact with the technology and get a better understanding of the breadth of possibilities this innovative platform has to offer.
Click here to see how the DX3 will look when it launches in the summer!
Jason Cotterrell, Managing Director at Exterion Media, commented:
“DOOH is now responsible for a quarter of all UK Out-of-Home (OOH) advertising spend and the technology and insights that power this medium are advancing all the time.
“Our next-generation DX3 screens signify a new chapter for DOOH, enabling targeted advertising and engaging content across the London Underground network. This launch sets our product development and innovation agenda for 2015 and beyond.”
Total inventory of UK DOOH sites is set to grow more than 40% between now and 2020, according to Kinetic Worldwide. With annual OOH ad revenues soaring past £1bn for the first time, DX3 offers advertisers both flexibility when it comes to content and time slots and strategic site locations informed by Route data to ensure the largest audiences.
Graeme Craig, TfL’s Director of Commercial Development said:
“We are delighted to be working with Exterion Media and NEC Display Solutions to continue to drive innovation on the London Underground. We are looking forward to discovering how DX3 can be used by creative organisations to engage and entertain our customers.”