JC Decaux has launched a nine-screen digital ad format named ‘e-motion’ at Euston Station, as part of wider investment in its rail portfolio. The site comprises of nine full-motion 9m x 1.6m landscape LCD screens on three sides of the main station concourse.
The ‘e-motion’ panels further increase JCDecaux’s digital portfolio in Euston, which now includes 26 Digital Escalator Panels on the route to the station from the London Underground alongside the upgraded Transvision screen and existing digital 6 sheets.
Euston station owner and operator, Network Rail, has invested £1.3m to transform Euston into what it aims to be the ‘blueprint for the streamlining of media space at further stations’ as part of its Action Stations programme.
Following the improvements at Euston, JCDecaux is currently working with architects at various other stations including London King’s Cross, Waterloo and Cannon Street, to incorporate more digital advertising within these stations.
MEC Opinion: This new ad format should give Euston station a far more modern feel and allow advertisers to deliver real impact in a truly creative way.
However, the fact that this type of innovation is currently only planned in London stations is disappointing. We hope similar formats will be rolled out across other UK cities soon, so regional advertisers can also benefit from the new wave of digital innovations.
