MAM
Viacom launches digital escalator posters on the Tube
MUMBAI: In a first of its kind initiative, US outdoor agency Viacom Outdoor is launching digital escalator posters on the London Underground in the UK. The company sells ad space on behalf of the London Underground (the Tube).
The Digital Escalator Panels (D-EPs) are to be trialled on either side of the escalators at Tottenham Court Road Tube station. They will enable advertisers to create animated posters that move or feature changing text and images.
Viacom Outdoor claims that its electronic posters which have been developed by Esprit Digital, are the first in the world to bring dynamic digital images onto escalators. Because the sites will be linked together electronically, advertisers will also be able to use all the sites on the escalators in unison. Images will be able to ‘transfer’ from screen to screen travelling up or down the escalator.
Viacom Outdoor has been working in partnership with the London Underground management and technical partners for some time to create the sites. These will go live with a broader advertiser base in the coming months after an initial test period.
The 66 D-EPs at Tottenham Court Road will initially partner seven different clients including the London Underground. The screens will display advertisements lasting either five or ten seconds and Tottenham Court Road has been chosen as the test site as it is the busiest escalator on the London Underground network.
London Underground’s initial digital advert is likely to feature corporate messages for their customers. As well as further enhancing the Tube environment, the posters will also promise to revolutionise the way advertisers can use poster sites to reach consumers on the move during the day and at different times during the week.
For example, local retailers can promote their latest special offers, theatres, entertainment venues, pubs and bars can use the digital sites in the evening to reach travellers enjoying a night out in London, and broadcasters can highlight different programmes across their daily schedule.
During the initial launch period however, Viacom Outdoor will be selling air-time on the D-EP sites on a two-week basis, with posters on both sides of the escalator carrying the same ads in rotation.
Advertisers using the sites will work within guidelines drawn up by Viacom Outdoor and the London Underground, to ensure travellers’ safety is maintained while using escalators.
Viacom Outdoor account director – digital Jon Lewen said, “We are committed to exploring new and innovative ways to capture and captivate London Underground users. D-EPs will both enhance the consumer’s experience of advertising on the Tube and offer revolutionary new creative opportunities for our clients to connect with this audience in a more creative and tactical fashion.”
Viacom Outdoor sells all advertising space and sponsorship opportunities on the London Underground, Docklands Light Railway, buses, trams, national rail and Inter-urban coaches across the UK. Viacom Outdoor’s European portfolio includes media interests in Ireland, France, Italy, Netherlands, Finland and Spain.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
