Digital signage on London buses?

Apparently so, at least according to this article. Viacom is teaming up with Lastminute.com to deliver time-sensitive travel offers to viewers outside of the busses, as opposed to most other in-motion digital signage networks that typically focus on the captive audience inside the bus/cab/train/whatever. Here's a snip:

The innovative campaign, which could be the precursor of widespread bus-side screens, will put animated images and text on LED displays that occupy half the ‘Superside’ area of double-decker buses – the wide, shallow area between the two decks on the long side of the bus. Only the left-hand side of the buses will be used, the better to reach pedestrians. (Vehicles in the UK drive on the left-hand side of the road.)

The 12-week campaign, due to begin in October, is part of media-sales company Viacom Outdoor’s drive to promote digital media on the properties it represents, which include all main London bus services as well as the London Underground and some long-distance buses, railway stations and other transport-related sites.

It is believed that if the trial with Lastminute.com works well, Viacom will start to offer the screen space to other advertisers in two-week and four-week packages, and roll it out to other bus services in London and elsewhere.