Imagine getting off at Piccadilly Circus station and immersing yourself in a visual journey as you go up the escalators. Digital Ribbons – 42″ HD screens, created by Exterion Media span the length of escalator locations in King’s Cross St Pancras, Piccadilly Circus and Tottenham Court Road.

The full motion format allows brands to run across the full length of the screens and are four times more engaging than traditional formats, according to a research conducted by Exterion Media.

Google, Netflix, O2 and Disney are among the first brands to feature on Transport for London’s new format.

Speaking about the format Media Director, Here and Now 365, Suhrud Chimbalkar said: “The Digital Ribbons format is a global first and one of the most unique, innovative and animated format, showcasing the true power of motion. Unlike regular escalator panels, this is one massive, flawless, ultra HD canvas allowing brands and agencies to explore various creative options. The impact is multi-fold, unmissable and unforgettable.”

By mid-2019 Exterion and TFL plan eight more Digital Ribbons with further installations at London Waterloo and Liverpool Street stations. The number of screens at each station varies; there are 15 screens on each side of the escalator at Piccadilly Circus and Kings Cross St Pancras, while Tottenham Court Road station has 25 screens on each side.

The high-impactHD screens – the first of their format in the UK – reach a highly-prized commuter audience across 15 million individual journeys each month.