JCDecaux has launched Waterloo Motion, which is claims to be the UK's largest indoor advertising screen, at London's Waterloo station. Running the entire length of the station concourse, the screen measures 40 x 3m and features a full-HD display with 6mm pixel pitch.

Audi has been announced as the first advertiser on the site with its Audi Dashboard, a combination of contextual messages and statistics to commuters about 'a day in the life at Waterloo', as well as real-time information on train availability.

"The Audi brand is always progressive, so it makes sense to be the first advertiser on the exciting new Waterloo Motion site," comments Kristian Dean, national communications manager at Audi UK. "The combination of a strong ABC1 audience and an average dwell time of 17 minutes gives us a great opportunity to communicate key brand messages to the right people."

"It is fantastic that Audi has chosen to be our partner for the launch of Waterloo Motion," adds Spencer Berwin, managing director of sales at JCDecaux UK. "This marks a new era in rail advertising, underlining the importance of rail as an environment for brands and the ability of digital to create powerful, immersive experiences that engage millions of consumers."