Recent News

Westfield London to host giant digital advertising screens
 (30-10-2008)

Luxury and tech brands sign up for digital advertising innovation

CBS Outdoor signs first digital advertisers at Westfield London
 (28-10-2008)

Tiffany & Co, Yves Saint Laurent, Mulberry, Samsung and T-Mobile are among the launch advertisers who have signed up with CBS Outdoor to captivate the estimated 20 million consumers a year who will be visiting Westfield London, which opens its doors on Thursday 30 October.

CBS Outdoor wins at the 2008 Fresh Awards
 (09-10-2008)

CBS Outdoor has recently won 5 awards at the 2008 Fresh Awards, held on 9th October in Manchester.

CBS Outdoor launches new giant bus ad medium
 (09-09-2008)

CBS Outdoor has launched a new large-format bus advertising opportunity for clients keen to use the high-impact nature of exterior bus advertising to captivate consumers on the move.

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London Commuters


Public transport advertising offers more as people leave the car at home

As the cost of driving into central London begins to outweigh the benefits, even more commuters are predicted to ditch their cars in favour of more cost effective and environmentally friendly methods according to Transport for London research.

Now more than ever, advertisers need to use transport media in order to reach consumers on the move.

Of those who enter central London during peak hours (7am-10am) 88% do so by public transport.

With this huge change in transport arrangements, what are the implications of making driving a less attractive option? How will the London ad-scape adapt to this new distribution of population?

The biggest loser could be the already flagging London Radio stations, as the industry stands to lose its two most valuable audiences - Breakfast and Drivetime.

With television battling against falling ad spend and dwindling audiences, and national press in decline, it is increasingly difficult to communicate with London’s consumers on the move. Although transport advertising has no quantifiable effect on TV or press consumption, the lifestyle afforded to the London audience by flexible public transport does.

Transport advertising and the London freesheets, will be the obvious beneficiaries of this redistributed audience.

Latest predictions show that by 2025 car use will be down 9%, whereas public transport will be up 4%. This means that the consumers will be increasingly on the move in an arguably more desirable environment – the street or the underground, opposed to in their cars.

With two-thirds of journeys within London made without cars the opportunity for impulse spending is increased. Hopping on and off public transport is simple and cheap – parking a car in central London is not. The mobile pound is now more mobile.

The Underground stands to gain in audience at a time when the advertising potential is becoming more exciting than ever. Our transformation of the advertising on the Underground network as well as the installation of many new digital innovations will provide an unrivalled opportunity for advertisers to communicate with a larger audience, with sites that offer more creative and daypart flexibility than ever before.

For more information on London’s changing media landscape and how to tap into the growing numbers of consumers on the move in the capital, contact Steve Cox on 020 7482 3000 or steve.cox@cbsoutdoor.co.uk