Digital 12-sheet (D12) advertising
The larger landscape screen in ticket halls and concourses, where a D6 is not enough presence.
From £3,000 per screen, per 2 weeks
Specification
- Format type
- digital
- Creative size
- 3840 x 2160 px (w × h), 10 second slot
- Typical duration
- 2 weeks
- Dwell time
- At eye level, while passing through
- Where it appears
- Ticket halls, entrances and concourses, zones 1 to 3
- Best for
- Awareness with motion
- Indicative cost
- £3,000 per screen, per 2 weeks
- Availability
- Selected stations in zones 1 to 3. Bought by panel or as a station pack.
Example rate from our own campaign pricing, excluding VAT. Actual cost depends on station, dates, availability, volume and campaign requirements.
What it is
An Ultra HD digital screen in landscape at 3840 by 2160 pixels, on a panel around 98 inches across. It is bought by the screen or as a station pack, and the estate is described as zones 1 to 3 rather than network wide.
Our photography shows D12 screens in circulation space rather than at a platform edge: one at Liverpool Street on a tiled wall beside an Elizabeth line direction sign, another at Westminster against board-marked concrete beside the platform wayfinding. The full picture of where the estate sits is confirmed with the media owner at booking.
Why advertisers use it
The landscape frame is the reason to choose it. A wide format holds a scene, a group of products or a line that runs horizontally, none of which sit comfortably in the portrait screens that make up most of the digital estate.
It is also the larger presence of the two digital sheet sizes, which is what the premium buys: at twice the D6 rate for the same fortnight, a D12 is bought where one bigger frame matters more than several smaller ones.
Cost
£3,000 per screen, per 2 weeks. Rates move with zone, station footfall and trading period: January and August are the softest, the Christmas run-in the hardest. Artwork is not included — a digital execution is produced rather than printed, and that studio cost is quoted at planning.
Whether that flexibility earns its cost depends on the campaign: digital and paper compared honestly.
Booking and lead time
Six to eight weeks ahead is the sweet spot: it protects both the price and the quality of the sites you get. Station dominations and peak trading periods need longer. Copy clearance sits ahead of the on-air date, so leave room for it in the schedule.
Supplying to spec is only half of it: copy clearance sits ahead of the on-air date.
D12 or D6?
The two are not the same screen at different angles. A D12 is Ultra HD in landscape at 3840 by 2160; a D6 is a portrait screen taking a 1920 by 1080 file supplied on its side. Shape should decide it. A single subject standing in the frame suits portrait; anything that reads across suits this one.
Coverage and cost then separate them. A D12 costs twice a D6 for the same fortnight and its estate is described as zones 1 to 3, where D6 is available network wide. So D6 is the format that reaches an outer-zone high street, and D12 concentrates a wider frame centrally.
Stations to consider
Our inventory records show digital 12-sheet (d12) at these stations. Individual sites and availability are confirmed with the media owner when we plan the campaign.
- Zone 1 · King's Cross
King's Cross St Pancras
6 lines
70.3m entries and exits (2023)
- Zone 1 · West End
Oxford Circus
3 lines
66.9m entries and exits (2023)
- Zone 1 · South Bank
Waterloo
4 lines
65.9m entries and exits (2023)
- Zone 1 · City of London
Liverpool Street
5 lines
61.9m entries and exits (2023)
- Zone 1 · London Bridge
London Bridge
2 lines
50.2m entries and exits (2023)
- Zone 2/3 · Stratford
Stratford
4 lines
47.9m entries and exits (2023)
Campaigns using digital 12-sheet (d12)
Related formats
- digital
Digital escalator panels
Sequential screens running the length of the escalator shaft, synchronised so one story plays out as the passenger descends.
From £25,000 per station run, per 2 weeks
- digital
Digital gateways
Large portrait screens positioned at ticket hall entry, seen head on as passengers arrive.
From £12,000 per 2 weeks
- digital
Digital 6-sheet (D6)
Portrait screens at eye level in ticket halls, entrances and concourses, carrying five seconds of full motion.
From £1,500 per screen, per 2 weeks
Digital 12-sheet (D12) questions.
£3,000 per screen, per 2 weeks. That is indicative planning guidance excluding production and VAT, and it moves with zone, station and trading period.
2 weeks is the standard booking, running Monday to Sunday. Longer flights are available and usually attract a volume discount.
3840 x 2160 px, 10 second slot. Artwork goes through copy clearance before the on-air date, so allow time in the schedule for it.
Ticket halls, entrances and concourses, zones 1 to 3. Selected stations in zones 1 to 3. Bought by panel or as a station pack.
Get digital 12-sheet (d12) costs.
Send the brief and we come back with a site list, costs and on-air dates within two working days.
Get campaign costs