Transport for London (TfL) has selected Global, the Media & Entertainment group, as its media partner for its rail advertising contract, one of the largest in the world. The contract, awarded after a competitive tender process, extends Global’s partnership with TfL for another eight years. This marks 40 years of collaboration, one of the longest-running partnerships in outdoor advertising.
TfL operates the UK’s largest out-of-home (OOH) advertising network, which reaches millions of passengers across London every day. The new rail advertising contract includes 272 London Underground stations, over 120,000 Tube car panels, 83 London Overground stations, 45 Docklands Light Railway (DLR) stations, 39 tram stops, Victoria Coach Station, and 40 Elizabeth line stations.
A key focus of the new contract is the expansion of digital advertising across TfL’s network. Global plans to introduce digital advertising opportunities across all zones of the transit system, creating new immersive experiences for both passengers and advertisers. These digital displays will be designed to complement the architecture of London’s transport network, offering brands innovative ways to engage with commuters.
Global’s data-driven approach to advertising, which integrates TfL’s Wi-Fi data, allows for more personalized audience targeting. Advertisers will have access to TfL’s entire digital advertising inventory through Global’s programmatic platform, DAX, further enhancing the reach and precision of campaigns.
Advertising is a significant revenue source for TfL, generating over £150 million in the last financial year. This income is reinvested into the transport system, helping to maintain and improve services for millions of Londoners. Emma Strain, Customer Director at TfL, highlighted the importance of the partnership: “Advertising income from our estate is a vital source of funding for TfL. It’s essential we work with innovative media partners to maximize this potential.”
Global’s Group CEO, Stephen Miron, expressed excitement about continuing the long-standing partnership with TfL: “We are delighted to have been awarded this prestigious contract for another eight years. We believe our plans will further enhance TfL’s reputation and provide advertisers with unique opportunities.”
Global and TfL have previously worked together on several innovative projects, including 3D anamorphic displays and interconnected digital screens across the Elizabeth line. The new contract aims to build on this success, driving further innovation in outdoor advertising.
