Advanced LED signage revealed at Euston station

Travellers at the Euston travel interchange in London will just be getting their first peek at the �1.3 million new digital signage setup created by JC Decaux, which is going live this week to introduce a new generation of information and advertising techniques.

Nine displays which combine LED backlighting and LCD panels are arrayed around the main concourse within the station, taking advantage of the new ‘e-motion’ platform which promises to deliver greater immersion and a seamless viewing experience for those who pass through the area.

The large screens each measure nine metres by 1.6 meters and are arranged in a landscape orientation, effectively wrapping around most of the large internal hub of the station.

This expansive area will be used to run dynamic content which can be updated on the fly and intelligent campaigns will be able to make use of every inch of the displays, giving an impressive array of possibilities for unique setups from major brands.

The potential for real time updates means that time-sensitive campaigns can be operated on the boards, which is something that traditional static advertising could not hope to achieve.

Network Rail spokesperson, David Biggs, explained that the revenue generated from displaying adverts on the screens would be pumped back into improving the experience of rail travel for millions of commuters across the UK.

Euston is the first place to get these new LED displays but a wider roll-out at other major stations around the country is expected to occur once the concept behind the screens has been shown to be effective.

Terminal 5 at Heathrow airport has benefitted from a similar digital signage setup in recent months and this trend seems to be spreading to many more travel interchanges, where informative, engaging content is required.