Gap has become the first advertiser to use a new illuminated bus format, as part of its ‘Be Bright’ campaign. The ten special illuminated T-side ads will run on the side of buses through central London. CBS Outdoor plan to expand the illuminated format across the Capital over the next four weeks.
MEC Opinion: This is the second addition to CBS Outdoor’s bus offering in recent months. In December they added Bluetooth connectivity to brands advertising on 100 central London buses. The innovation CBS has shown reflects the ongoing development in the outdoor marketplace which is leading to a richer consumer experience. Let’s hope outdoor contractors continue to embrace new technologies, find ways of using them to deliver greater impact / stand-out and ultimately, launch these on a nationwide basis so advertisers in the regions can use these to great effect as well.