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JCDecaux's Digital Onboard Panels on Heathrow Express (Hex) trains will show the network's first advertising spot, after sealing a deal with global language-services company TransPerfect.

A 30-second ad spot will run between news content, supplied by Sky News, on screens deployed on the trains running between Heathrow Airport and central London, UK. JCDecaux has commented on the opportunity presented to advertisers by the 15-minute journey.

"The Digital Onboard Panels reach a captive, premium audience with Sky News's content driving passenger engagement with the creative executions," says Steve Cox, marketing director of JCDecaux Airport.

"This model has been proven to work with Sky's content on Transvision screens in rail termini. As TransPerfect's campaign illustrates, advertisers can run detailed messages, with motion and sound, benefiting from the long dwell times in this unique environment."

Liz Elting, TransPerfect co-cheif executive, adds: "Hex TV is a perfect forum in which to reach diverse business travellers who might have the need for many of our services."