Abstract. We report the first experimental assessment of the capabilities of an active, open-loop technique for drag reduction in turbulent wall flows that has been recently discovered (Quadrio et al., J. Fluid Mech., 2009). The technique consists in generating waves of spanwise velocity that travel in the streamwise direction at the wall. A proof-of-principle experiment has been devised to assess drag reduction by the traveling waves. Although the available DNS data have been collected for the plane channel flow, in the present reserach we employ a circular pipe, where the sinusoidal spatial modulation of the azimuthal wall velocity is realized by subdividing an axial portion of the pipe into 60 thin slabs, which are driven by 6 independen...