The new partnership will enable Exterion Media to tailor advertising campaigns based on unique audience insights, changing the way that OOH advertising is bought, sold and optimised on the London Underground
London, UK. – Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, is announcing an exclusive partnership with Telefónica UK, one of the world’s biggest telecommunications companies to support the London Underground (LU) Media Estate.
In an ever-more data-driven industry, advertisers increasingly need to produce targeted campaigns to enhance their effectiveness and demonstrate a greater return on investment. This new partnership, using Telefónica’s innovative Smart Steps Solution, gives Exterion Media access to rich audience data allowing it to provide unparalleled insights to LU advertisers that can be used to execute OOH campaigns to maximum effect.
Telefónica Smart Steps uses anonymous data from across their mobile network of 24 million O2 devices. They process only relevant big data events created by a selection of these devices then analyse the trends and patterns within the data to help understand more about audience behaviour and the movement of populations at an aggregated level. Insights garnered from this will include but are not limited to; demographic profiling; where they live, work and visit (inferred journeys); when and how often they visit locations; how they travel; and mobile phone, app and web activity. The outputs are an excellent representation of the macro movements of the London population.
“Transport for London (TfL) has outlined its vision to deliver more imaginative experiences for tube passengers and advertising is at the heart of its plans for innovation. Being the sole provider of advertising on the London Underground means Exterion Media has an unrivalled knowledge of its audience and our rich data insights have ensured that the LU is, from an advertising perspective, one of the best monetised metros in the world.” said Jason Cotterrell, UK Managing Director of Exterion Media.
“Through our partnership with Telefónica UK, we are able to deliver on the vision that TfL has outlined by increasing our understanding of the LU audience even further, and setting new benchmarks for other metros around the world to follow. With a view of LU passengers and their movements across the network that cannot be accessed from anywhere else, we are strengthening our understanding of how best to engage consumers with immersive experiences.”
The partnership begins with the creation of innovative analytics and visualisations of Telefónica’s aggregated mobile data, which will be integrated into Exterion’s planning process, building on the granular insight they have already collected through their work with TfL and Route, and Exterion’s own insight tool work.shop.play.
“We’ve gained a unique understanding of the transport sector through our award-winning Smart Steps service – making us an ideal partner for Exterion Media. By sharing the insights we gather, we’re helping Exterion Media and their customers get the right content, to the right people, in the right location at the right time”, said Robert Franks, MD of Digital Commerce at Telefónica UK.
Exterion Media’s partnership with Telefónica will enable:
- A greater understanding of distinct demographic profiles and behaviours of the LU audience
- The ability to highlight certain stations, days, and times by audience affluence and other lifestyle perspectives
- The utilisation of additional layers of insight to more accurately identify key periods when certain demographics are more prevalent at certain stations
- The utilisation of behavioural insights, in addition to recognising the physical landscape surrounding stations, to better enable advertisers to plan OOH campaigns based on the habitual movement of people across London as opposed to specific destinations.
About Exterion Media
Exterion Media is Europe’s largest privately held Out-of-Home advertising business. Engaging consumers on the move and using wide-ranging insight tools, it delivers valuable, relevant audiences to advertisers. Its diverse inventory formats and environments, both classic and digital, include transport (London Underground, bus, rail) billboards, street furniture and retail.
Exterion Media believes in making the everyday inspirational – by putting the right content, in front of the right people, at the right time and in the right location, Exterion Media transforms ordinary journeys into extraordinary experiences.
With operations in the United Kingdom, Ireland, France, The Netherlands and Spain, Exterion Media works with a global portfolio of partners to engage and deliver audiences on a local and multi-country scale.
Further information can be found online at: www.exterionmedia.com (Group) or www.exterionmedia.co.uk (UK)
Twitter: @ExterionMediaUK
LinkedIn: Exterion Media
About O2
O2 is the commercial brand of Telefónica UK Limited and is a leading digital communications company with the highest customer satisfaction for any mobile provider according to Ofcom. With over 24 million customers, O2 runs 2G, 3G and 4G networks across the UK, as well as operating O2 Wifi and owning half of Tesco Mobile. O2 has over 450 retail stores and sponsors The O2, O2 Academy venues and the England rugby team. Read more about O2 at www.o2.co.uk/news.
About Telefónica
Telefónica is one of the largest telecommunications companies in the world in terms of market capitalisation and number of customers. With its best in class mobile, fixed and broadband networks, and innovative portfolio of digital solutions, Telefónica is transforming itself into a ‘Digital Telco’, a company that will be even better placed to meet the needs of its customers and capture new revenue growth. The company has a significant presence in 21 countries and a customer base of more than 316 million accesses around the world. Telefónica has a strong presence in Spain, Europe and Latin America, where the company focuses an important part of its growth strategy. Telefónica is a 100% listed company, with more than 1.5 million direct shareholders. Its share capital currently comprises 4.551.024.586 ordinary shares traded on the Spanish Stock Market and on those in London, New York, Lima and Buenos Aires.
