Digital escalator panels and other DOOH sites showed some of Channel 4's best-known personalities

London Underground passengers were able to see three different kinds of time-sensitive content on CBS Outdoor screens on New Year's Eve, following an agreement with Channel 4.

CBS Outdoor's cross-track projection screens, digital escalator panels and LCD panels showed Channel 4 promotional material in the evening, at midnight, and after the countdown.

"Channel 4's domination of our entire central London digital estate demonstrates the creative flexibility, high impact, and audience reach our screens can offer," says Jason Cotterrell, country director, CBS Outdoor UK, adding it was 'part of a unique campaign that has never been done before'.