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Arqiva Go Underground With Viacom Outdoor To Enable Digital Advertising

Arqiva has secured a deal with Viacom Outdoor to provide a content delivery network to enable Viacom Outdoor’s range of digital advertising technologies across London Underground.
The eight-year deal will see Arqiva managing and delivering content to Viacom Outdoor’s innovative digital escalator panels, large format digital LCD screens and cross-track projectors. Arqiva’s network will support Viacom Outdoor planned installation of more than 2,000 digital sites across the UK. Viacom Outdoor’s digital investment will see the creation of the UK’s largest single digital advertising network and is part of a legacy project for London Underground in the run-up to the 2012 Olympics.
Arqiva will be responsible for the design, implementation, operation and ongoing support of the digital content delivery network. Providing the hosting and support services for the entire network, Arqiva will manage the content from the point of digital delivery from the production houses to the point of display on Viacom Outdoor’s digital media. Arqiva’s solution will also enable the continuous monitoring of the integrity of the content files to ensure the seamless display of content across the underground’s digital sites. The content delivery network will be supported by a Wide Area Network connecting all 30 of the London Underground stations which will carry the digital technologies, as well as a local area network to implement the system at each station.
Mark Pettler, Operations and Technical Director of Viacom Outdoor said: “Digital advertising opens up access to new and targeted audiences and is a great example of how making the most of technology helps to develop and execute new ideas. Arqiva has worked hard to understand our needs and we’ve developed a system that delivers high quality content to the strict service levels demanded by our business. We look forward to rolling out our digital media portfolio across London Underground over the next eighteen months.”
Barrie Woolston, Commercial Director at Arqiva added: “Viacom Outdoor has developed an innovative approach to outdoor advertising and we are delighted to be involved in such a key development in outdoor media. Arqiva has a vast experience in distributing content across a wide variety of platforms, and we are delighted to be working with Viacom Outdoor to further develop this solution and extend its reach across London.”

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