Digital animated ads will soon appear on London red buses, MediaGuardian reports. Viacom Outdoor will install digital screens on the side of 25 buses. given Transport for London's safety fears that the ads could potentially cause traffic accidents, the screens (half the size of full-length bus posters) will only appear on the side closest to the kerb, exposing them to the maximum number of pedestrians but the minimum number of car drivers.

The digital bus ads idea (named Via-vision) is about two years old but, until now, Viacom Outdoor has struggled to find a client and a media agency to test this new technology. Travel website Lastminute.com will be the first to give this advertising technology a try.