The London Underground isn't just the beating heart of the city’s transport network—it’s one of the most powerful digital advertising platforms in the UK. With over three million daily passengers travelling through some of the world’s busiest stations, the Tube presents a golden opportunity for brands looking to connect with a captive, urban audience.
From dynamic escalator panels to high-impact digital ribbons, here’s your definitive guide to every digital advertising format available across the Underground network.
1. D6 Digital "6 Sheet"
📍 Best for: Targeted messaging in high footfall areas
The D6 Digital “6 Sheet” is one of the most widely used digital formats on the Tube. Strategically placed in concourses, corridors, and ticket halls, these portrait digital screens deliver vibrant, animated content in key dwell areas. Perfect for brands looking to maintain regular visibility throughout the network, D6s are ideal for retail, entertainment, and product-led messaging.
Why it works:
- High dwell time
- Flexibility with dayparting
- Available across Zone 1 and 2 stations
2. D12 Digital "12 Sheet"
📍 Best for: Larger-scale visuals and brand storytelling
The D12 Digital “12 Sheet” format brings bold, widescreen visuals into the heart of the Tube. These landscape screens are typically positioned in walkways or areas with extended sightlines, giving your brand more room to make an impact with rich motion graphics or video creative.
Why it works:
- Striking landscape format
- Eye-level placement
- Great for creative storytelling
3. Digital Escalator Panels (DEPs)
📍 Best for: Sequential storytelling and motion-led campaigns
Digital Escalator Panels are a mainstay of high-footfall stations like Oxford Circus, King’s Cross, and Waterloo. These portrait-format digital screens run along both sides of escalators, creating an immersive motion-led experience as commuters ascend or descend.
Why it works:
- Extended dwell time on escalators
- Perfect for building brand sequences
- Ideal for campaigns requiring repeat impressions
4. Digital Gateway Screens
📍 Best for: Impactful brand presence at entry and exit points
Positioned at station entrances and ticket gates, Digital Gateway Screens offer brands a final (or first) opportunity to grab attention as passengers pass through barriers. These digital displays are bright, prominent, and highly visible from multiple angles.
Why it works:
- Direct line of sight
- Ideal for high-frequency messaging
- Key placements in premium central stations
5. Digital Ribbon
📍 Best for: Show-stopping creative at flagship stations
The Digital Ribbon is one of the most eye-catching formats available. These long, horizontal LED installations wrap around entire sections of stations, such as Tottenham Court Road or King’s Cross St. Pancras, offering cinematic, panoramic motion creative.
Why it works:
- Huge digital canvas
- Premium impact and brand authority
- Great for launches and takeovers
6. DX48 Digital "48 Sheet"
📍 Best for: Premium platform-level digital projection
A digital evolution of the classic 48 Sheet poster, the DX48 offers ultra-high-resolution brand messages with dynamic content scheduling. Usually located in major interchange and commuter hubs, these screens offer scale, prestige, and visibility as commuters wait for their train.
Why it works:
- Broadcast-scale visuals
- Location targeting across peak zones
- Supports both static and motion content
Why Choose Digital Advertising on the Tube?
Flexibility – Change your messaging by time of day, week, or even in real time
Engagement – Dynamic creative outperforms static, particularly in high-dwell areas
Measurement – Digital formats allow campaign tracking and optimisation
Prestige – Stand out in premium locations, surrounded by a commuter audience with spending power
Ready to Go Digital?
Whether you’re launching a product, scaling a campaign, or simply want your brand to be seen across London’s busiest stations, digital formats on the Underground offer precision, impact, and memorability.
Explore all our digital advertising formats
Contact our team for tailored packages and pricing
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Benefits of London Underground Advertising
- Achieve and average 60% increase in brand recall
- ABC1 adults make up 64% of London Underground passengers
- Reach commuters and tourists embarking on 1.5bn journeys each year