Digital ribbon advertising
A continuous ultra-wide screen mounted alongside the escalator, read the whole way down.
From £35,000 per run, per 2 weeks
Specification
- Format type
- digital
- Creative size
- 1920 x 1080 px (w × h) per screen, 10 second slot
- Typical duration
- 2 weeks
- Dwell time
- The length of the escalator ride
- Where it appears
- Escalator shafts at selected stations
- Best for
- High impact awareness
- Indicative cost
- £35,000 per run, per 2 weeks
- Availability
- A small number of stations carry ribbon inventory, and it is bought as a whole run rather than by screen. Availability confirmed at booking.
Example rate from our own campaign pricing, excluding VAT. Actual cost depends on station, dates, availability, volume and campaign requirements.
Confirmed at planning stage. Detailed creative specifications and current pricing for this format are confirmed when we plan the campaign, alongside the sites available for your dates.
What it is
A continuous ultra-wide screen mounted alongside the escalator, read the whole way down. It sits in escalator shafts at selected stations, bought in 2 weeks bursts running Monday to Sunday. Artwork is supplied to the specification above and goes through copy clearance before the on-air date.
Why advertisers use it
Audiences are standing still with nothing else to read, which is why the format works hardest for high impact awareness.
Cost
£35,000 per run, per 2 weeks. Rates move with zone, station footfall and trading period: January and August are the softest, the Christmas run-in the hardest. Production is quoted separately.
Digital buys flexibility rather than reach — what the premium actually pays for.
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.
Artwork is supplied to this specification and cleared before it runs — what gets rejected, and the deadlines that matter.
Stations to consider
Our inventory records show digital ribbon 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 · London Bridge
London Bridge
2 lines
50.2m entries and exits (2023)
- Zone 1 · City of London
Bank & Monument
6 lines
47.5m entries and exits (2023)
- Zone 1 · West End
Tottenham Court Road
3 lines
34.6m entries and exits (2023)
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 ribbon questions.
£35,000 per run, 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.
1920 x 1080 px per screen, 10 second slot. Artwork goes through copy clearance before the on-air date, so allow time in the schedule for it.
Escalator shafts at selected stations. A small number of stations carry ribbon inventory, and it is bought as a whole run rather than by screen. Availability confirmed at booking.
Get digital ribbon costs.
Send the brief and we come back with a site list, costs and on-air dates within two working days.
Get campaign costs