Transport for London to Allow Brands to Buy Online Display Ad Space
The public sector organisation Transport for London (TfL) is to sell display ad space on its website for the first time, with the aim of boosting its commercial revenue streams.
A TfL spokesman commented: "This is part of our overall digital strategy. We're looking at creating more innovative online services to offer our customers and passengers."
While there are currently no ad targeting opportunities in place, brands will ultimately have the ability to target sessions based on what users are doing. This could also include ads related to a user's destination.
Brands to run display ads around TfL's online service Journey Planner include British Gas, Camelot and National Express. There are also plans to make the site mobile-optimised, complete with app offerings for download.
Cameran Harman, MD of sales house Ad2One, which has been chosen to sell advertising around the Journey Planner, commented: "TfL has been selling ad space on the Underground, at bus stops and on buses for a long time. Digital is just another way it can talk to people getting around London,"
According to recent statistics, the Journey Planner website has around 6m visitors a month and enjoys a click-through rate of 1.35% compared to an industry average of 0.6%.