Madrid Metro installs a dynamic LED advertising support in the line's tunnel 8

This initiative has been launched on the section between Colombia and Nuevos Ministerios and allows viewing animated content, no sound, through the train windows, when he goes through the tunnel. Adtrack Media has been the company responsible for the technology, while Telefónica has assumed the technological implementation and maintenance, and Tres60 Grupo will be in charge of marketing the advertising.

On Monday 10 In October, the first LED advertising system in Europe was presented to be installed in a metro tunnel. The first phase of this project has been implemented on the Line 8 from the capital, in the section that connects Colombia with Nuevos Ministerios and, later, It will be expanded to other lines in Madrid and other cities, like Barcelona.

The Minister of Transport, Housing and Infrastructure of the Community of Madrid attended the event., Pedro Manuel Rollan Ojeda, and the Canadian ambassador to Spain, Jon Allen, personalities who have been accompanied by those responsible for the Madrid Metro, Adtrack Media y Three60 Group.

This initiative will be an additional source of income for the Madrid metropolitan company, which hopes to exceed the 200.000 euros. In addition, in his speech during the event, Pedro Rollán highlighted how this service will be “one more element to the quality of regional public transport.”.

This advertising medium allows the display of animated content, no sound, through the train windows, when they go through the tunnel. The Canadian Adtrack Media has been the company responsible for the technology and which has been implemented thanks to the award of a public tender launched by Metro de Madrid.

For your part, Telefónica has assumed the technological implementation of the system, content management and maintenance, in addition to being the first advertiser of this support; and Tres60 Grupo will be in charge of marketing this dynamic advertising support with media agencies and advertisers..

This idea, patented by Adtrack Media, It consists of the installation of a sequential system of LED monitors along the subway tunnel that becomes a single screen hundreds of meters long that create the illusion of seeing a moving image framed by the windows of the cars..

For its implementation, they have been installed 360 Led pillars along the tunnel, that are activated, through sensors, by the movement of the train and uses a combination of digital electronic technology architecture and computerized visualization. Uses the concept of moving images and the remanence of images in human vision.

At the moment, This LED dynamic advertising system in tunnels is already present in the Hong Kong metropolitan areas, Seoul, Santiago de Chile and Sao Paulo. The project carried out in Madrid involves the introduction of this technology in a European metro.

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