Exterion Media to Expand Digital Network to Include New Formats and Ambiance Enhancements
UNITED KINGDOM — Transport for London (TfL) has selected Exterion Media as its new commercial partner for its rail advertising contract begin on October 1, 2016. The newly awarded contract will maximize Transport for London’s revenue so it can reinvest in its transportation network for the benefit of all Londoners. Exterion Media is Europe’s largest privately held out-of-home (OOH) advertising business.
“We believe this partnership can be a catalyst for transforming our stations and the wider industry. The new contract will move away from the traditional concessionary approach to working together to deliver innovation and value on the best station network in the greatest city in the world,” said Graeme Craig, Director of Commercial Development at Transport for London.
Exterion Media says it will make significant investments and build out a world-class digital presence, which include the introduction of new digital formats along with a suite of premium displays in key stations, and ambiance enhancements to classic rail sites.
In addition, the contract calls for both sides to work closer together and changing the way out-of-home advertising is bought and sold, including joint selling and greater collaboration of data and insights to create new opportunities to reach London Rail and Underground passengers above and beyond paid for advertising.
According to Exterion Media, data and insight is integral to their strategy by enabling a shift to an audience-led sell, and for driving better efficiencies and effectiveness for brands. Consumers will also benefit through more relevant and engaging messages linked to improved targeting based on data and insight.
“We are hugely excited to be working in partnership with Transport for London to create more dynamic opportunities to connect with the London Audience over the next decade,” explains Shaun Gregory, CEO, Exterion Media. “Together, we have an extraordinary vision for the London Rail and Underground estate that will fundamentally change the look and feel of advertising in the Capital and the way that brands engage with consumers.”
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.
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