Partnership Strengthens Exterion Media’s Data to Help Brands Buy Out-of-Home Campaigns More Effectively
Beyond Analysis will work with Exterion Media to align consumer payment data with locations and journeys in order to strengthen and develop new insight, planning and measurement tools for Exterion Media’s agencies, clients and partners. The venture is part of Exterion Media’s broader strategy to increase brands’ advertising return-on-investment across all of their assets, including the London Underground, by providing an additional layer of insight for better targeting of audiences based on spend profiles developed through big data.
The new partnership aligns with a recent trend in the out-of-home (OOH) advertising space to provide improved measurement to help advertisers and agencies plan and buy out-of-home advertising campaigns more effectively. Recent announcements have included Australia’s oOh! Media partnering with Quantium, Clear Channel Outdoor’s launch of RADAR, a suite of research, data and analytics tools, and a Social Amplification Score tool developed by Kinetic and FUEL Intelligence.
The announcement by Exterion Media’s follows the launch of their Audience Behavioral Insight (Abi) tool powered by Telefónica, which looks at how people move around London and draws anonymized behavioral insights that brands can use for more relevant, contextual engagement with consumers. According to Exterion Media, both partnerships enable advertisers to fuse multiple data sources to build a more complete picture of how Londoners behave in the real world, and complement Exterion Media’s work.shop.play. consumer panel.
“We are delighted to be partnering with Beyond Analysis. Working together will allow us to understand where people spend, when they spend and the brands they spend with – all tied back to the journeys they make,” said Mick Ridley, Head of Data at Exterion Media. “Ultimately our goal is to help advertisers surface ads, content and offers that are relevant and timely; in essence to target the right customers for our brands based on real data rather than simple demographics. This makes advertising more effective for brands and more engaging for consumers.”
Beyond Analysis was founded in 2007 by Paul Alexander and Will Beresford to help companies put data to work through improving businesses with their own data or through gaining competitive advantage with the use of Beyond Analysis’ unique behavioral data, which comprises the largest set of consumer transactions via its partnerships across the European Financial Services Sector.
“With this announcement, Beyond Analysis and Exterion Media are launching a revolution in out-of-home advertising. This partnership between two global brands offers a huge opportunity to develop a proposition that is completely unique in the market,” said Paul Alexander, CEO of Beyond Analysis. “We are excited in what the future holds with Exterion Media and we are proud to work with a partner that matches our vision, passion and aspiration.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media