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Exterion Media adds South Western to its national network of franchise partners

FirstGroup has today announced Exterion Media, Europe’s largest privately owned Out-of-Home (OOH) advertising business, as its media partner for the new South Western rail franchise. Exterion Media takes over the contract from JCDecaux, which has held the South West Trains (SWT) contract for a number of years.
The news follows FirstGroup, and its partners MTR, winning the contract to operate the South Western rail franchise. The contract covers over 1,200 advertising sites across 92 stations. SWT saw over 300 million entries and exits in 2016, and delivers high volumes of commuters into London Waterloo daily from South West London and the South West Home Counties commuter belt.
Under the terms of the new agreement, FirstGroup will introduce a fleet of 90 new trains and add 22,000 extra seats into London Waterloo on every morning peak and 30,000 extra seats on every evening peak by December 2020.
Steve Montgomery, Managing Director at First Rail, said: “From August, we will be delivering £1.2bn of investment in the South Western rail network, improving the experience for customers with better trains, more seats and quicker journeys. Having built a strong relationship with Exterion Media on Great Western Railway, TransPennine Express and Hull Trains, we are delighted to be bringing their advertising knowledge to the new South Western franchise.”
Dave King, UK Managing Director at Exterion Media, said: “The South Western rail franchise is a premium network with a great, diverse audience. It complements our advertising across the TfL Rail estate, enabling us to offer increasingly connected solutions for advertisers from home to work – improving passenger journeys and creating experiences beyond the poster. The appointment demonstrates our strength within commuter advertising; we know building this creates real value for our national network of franchise partners, and we’re keen to accelerate our position.”
Glen Lovett, Group Head of Procurement at FirstGroup, said: “We are delighted to extend our media relationship with Exterion Media. They are a trusted partner in the transport industry, have very strong credentials in transport media, and in particular an excellent understanding of London, its urban audience and the advertising landscape. We have worked successfully with them over a number of years across our bus and rail portfolio and look forward to getting started with them on enhancing the passenger experience across the South Western rail network.”
Exterion Media reaches over 47 million people every week across the UK through its extensive bus, metro and rail advertising portfolio. The addition of the South Western franchise cements the company’s strong market position in London and the South, including responsibility for rail advertising opportunities across Great Western Railway (GWR), London Underground, London Overground, Tramlink, Docklands Light Railway, and from late 2018, the Elizabeth line (Crossrail).
The announcement follows the recent news that SPT has selected Exterion Media to manage the Glasgow Subway and bus operations advertising contract, strengthening the company’s position as the largest transport media owner in the UK.
The South Western rail franchise commences on 20th August 2017 and will run for a period of seven to nine years.

Exterion Media to launch new formats across TfL stations

Exterion Media and Transport for London have unveiled Hello London, a one-stop shop for London Underground advertisers, as well as new ad formats.
On the back of winning Transport for London’s outdoor advertising contract in March, Exterion has created a refresh of advertising space and new ad formats across a bigger digital out-of-home footprint. Exterion’s contract with TfL began on 1 October.
At its upfronts event in London this evening, Exterion said Hello London will comprise large digital display screens, launching this year in Canary Wharf, with more planned in key locations.
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There will also be a complete refresh of escalators at underground stations, which deliver sequential messaging to customers, as well as digital ribbons with continuous ultra-HD LCD screens running along the entire length of the escalator.
Exterion will also build inventory on the new Elizabeth Line (known during construction as Crossrail), which will add to London’s rail capacity by 10% when it becomes operational in 2018.
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It is the first time that TfL is providing the opportunity to advertise to one London audience across all tube and rail.
Hello London is powered by Audience Behavioural Insights, a bespoke tool that collects anonymous data from Telefónica UK’s 25 million O2 customers, allowing Exterion to infer a profile of a tube station’s audience and provide feedback to media planners on campaigns.
Exterion also presented The Engagement Zone, a piece of research demonstrating the effectiveness of advertising on the London Underground. The study used a combination of eye tracking and skin conductance response data from 100 underground commuters, as well as interviews and surveys through Exterion’s 11,000 strong consumer panel, work.shop.play.
It says the majority (80%) of people who don’t like TV ads like underground ads, while 73% have time to take notice of them and six out of ten claim the ads provide a welcome distraction while travelling.
Digital panels increase average attention levels by 40%, the research says, while increasing engagement by 24% compared to traditional panels.
Shaun Gregory, Exterion Media’s chief executive, said: “The launch of our Hello London media partnership is a statement of intent and purpose for Exterion Media and Transport for London, working together as one team to deliver a truly world-class advertising offering through the transport network. It is how we plan to deliver on our vision of becoming the most effective and accountable media channel in the capital, and beyond.
“The OOH industry has been too slow to innovate; the market has needed transformation. We intend to shift gears quickly. We recognise the need to stop talking assets, and start talking about the consumer. Together with Transport for London, we will re-write the rule book and move towards audiences and unique consumer experiences. Advertisers care about audiences and engagement, because that’s what matters.”
Via: CampaignLive

Exterion Media introduces moments to connect on London buses

Out-of-Home advertising company Exterion Media will implement beacon technology across the capital’s buses to enable Londoners to access targeted and relevant content on the move.
Exterion Media, Europe’s largest privately held Out-of-Home advertising business, has announced that, in a commercial first, it has equipped 500 London buses with beacon technology. Beacons play a vital role in the company’s Urban Activation strategy to connect consumers with brands via innovative technology. Exterion is already working with leading brands to deliver welcomed information and entertainment to 300,000+¹ London bus-riders every day.
The solution, developed in collaboration with Proxama PLC (AIM: PROX), the international mobile proximity marketing company, uses Bluetooth Low Energy (BLE) beacon technology to send targeted in-app messages to London commuters’ mobile devices. This creates an opportunity to deliver highly contextualised messages at moments when they’re most receptive, which when combined with Out-of-Home (OOH) advertising, can prompt immediate action.
This announcement comes after a successful six month beacon trial on 110 buses in Norwich, which saw 30% of users clicking through from receipt of notification and 2,000 app downloads. Exterion’s online urban community work.shop.play. recently found London to have the highest penetration of smartphones (94 per cent) in the UK². Coupled with this, the average journey on a bus in London is estimated to be between 17-19 minutes³ (with some journeys taking considerably longer). This provides passengers the time and opportunity to respond, interact, view or redeem offers delivered direct to their mobile phones. This mobile popularity and the lengthy journeys makes beacons on London buses an attractive channel to deliver extended consumer engagement to audiences on the move.
“We are continually seeking new and innovative ways to connect brands with consumers and this solution will engage audiences on the move in a way that builds meaningful and mutually beneficial relationships. We believe the future of OOH engagement is the ability to deliver a truly personal experience; and, with so many of us keeping our smartphones handy during the bus trips we take every day, it makes sense to combine the two. Our ultimate aim is to deploy this technology across our portfolio nationwide, with a long-term vision of providing full connectivity across buses in the UK.” says Jason Cotterrell, Managing Director UK, Exterion Media.
“The trial in Norwich and our partnership with Exterion Media showed us that consumers are open to receiving content via their mobile devices while they travel, so we expect to experience a similar level of success once we roll out across London. By ensuring that content pushed to users is relevant, personal and received at the right time, beacons are set to enhance Londoners’ commuting experiences.” says John Worley, CEO of Proxama Marketing Division.
Sources
¹ TfL (500 buses)
² work.shop.play. Mobile Phone Survey 2015
³ work.shop.play. London Commuter Survey 2013/14

Exterion Media and Telefónica UK create ground-breaking new partnership for the OOH sector

Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, is today 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.
Jason Cotterrell, UK Managing Director of Exterion Media says: “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. 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. 
Robert Franks, Managing Director of Digital Commerce at Telefónica UK continues: “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.”
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.
 

Exterion Media launches its Tech Research Hub

Exterion Media has launched its Tech Research Hub, a free interactive online dashboard to help marketers understand the tech preferences and habits of today’s urban consumer.
The Tech Research Hub displays the urban audience’s attitudes to various hot tech topics, including smartphones and app use, wearable tech, gaming and computing, canvassing the views of urban consumers from Exterion Media’s online urban community work.shop.play. provides media planners, clients, agencies and other researchers with the ability to investigate a wealth of data, tracked over the last 12 months, via an easy to access and use online dashboard.
Data released today from the Tech Research Hub underlines just how comfortable this audience is with using the latest technology. For instance, it finds that:
– More than half of the urban audience use their smartphones for watching TV (55 per cent)
– Nearly 70 per cent of Londoners feel lost without their mobile phone
– Across the UK, Apple is the preferred brand when buying a smartphone, followed by Samsung, Nokia and HTC
– Smart watches are the most appealing form of wearable tech for urbanites, with 37 per cent stating their preference for these
– 35 per cent of urbanites have used contactless payment
By offering in-depth insights into urban dwellers and their technology preferences, the Tech Research Hub helps marketers, advertising agencies and retailers to develop the most effective Out of Home (OOH) advertising campaigns for engaging with the urban consumer. It includes a creative gallery, featuring examples of compelling OOH advertising campaigns to inspire brands, and links to relevant in-depth industry reports and news stories.
Malcolm Stoodley, Commercial Director of Exterion Media, added: “We’re often asked by clients for evidence of how consumers are really using the latest devices and technology to help them decide on their marketing priorities. Our online urban community work.shop.play. is the perfect forum for discovering exactly what they expect from technology today and in the future and Tech Research Hub is the best way to access this insight. We hope marketers will take these fascinating insights and use them to engage audiences more effectively and inspire great OOH campaigns.”

Exterion Media DX3 to replace XTP by Q3 2015

Whilst the existing XTP sites have become the colourful wallpaper of our daily commutes, this next-generation digital cross track technology promises to change our experience of the Underground.
The investment in this dynamic product has been made to provide a ‘platform to connect’ for advertisers and their brands with consumers. Route tells us that 76% of people consider looking at advertisements on the Underground to be an activity. State-of-the-art technology provided by NEC  Solutions will transform this activity into one which is more immersive and refined.
Not only have the number of sites reduced, from 126 (XTP) to 60 (DX3), as a drive from quantity to quality, but so have the number of Underground stations where the format can be found. DX3 will fill an increased surface area of 11m2the same size as a 48 sheet, as opposed to the existing 7m2. Again, Route data was used to determine the key locations where young, affluent and hyperconnected consumers are found in abundance, resulting in the selection of stations.
In addition to refining the existing inventory and audience, the overall quality of the consumer experience will be enhanced as they enjoy a premium viewing experience on the platform. As a result of sharper imagery which seamlessly integrates with the surrounding environment, DX3 will provide a premium platform for brands to achieve maximum standout and audience engagement.
DX3 will also allow TV ads to be directly replicated in the digital out-of-home arena, allowing brands to capitalise on the incremental benefits they can achieve when using DOOH to complement TV.
Together with a range of partners such as Adstream, Genero.TV, Seenit, TINT, Monterosa and Crowd Score, DX3 also has the potential to integrate content from a range of platforms in order to enrich the consumer experience and amplify brand conversations.
This bold, dynamic and enhanced product promises to transform such an influential part of any Londoners life, their commute. In doing so, brands will be able to captivate, inform and entertain diverse audiences travelling on the London Underground network.
For more information, contact Exterion Media’s Head of Digital Sales, Tim Cartwright: Tim.Cartwright@exterionmedia.co.uk
Click here to watch the video
Via:Exterion Media
 

TfL kicks off pitch for London Underground outdoor ad contract

Transport for London has begun the review process for its outdoor advertising contract, one of the biggest of its kind in the world.
The contract will combine the ad sales for the Underground, the Overground, the Tramlink, the Docklands Light Railway (DLR), Victoria Coach Station and Crossrail, when it launches.
Viacom Outdoor, now known as Exterion Media, won the £800 million eight-and-a-half-year contract to handle the outdoor ad sales in 2006. Following a legal dispute the contract was renegotiated in early 2012.
Graeme Craig, the director of commercial development at TfL, said the company wants to move from the current minimum guarantee model to a partnership that will help it evolve so its assets are at the forefront of the commercial media “revolution”.
He said the new contract includes advertising, sponsorship, experiential and retail opportunities and the next media partner will offer a “broad range of opportunities”.
Craig said Buxton Water’s sponsorship of the Canada Water Tube station during the London Marathon last month, the first deal of its kind, was an example of the sort of deals TfL might look to do more of in the future.
He said: “It is not a regular thing that we will be doing but it is a good example of TfL thinking afresh.”
Tfl claims the contract will deliver an annual audience of 1.5 billion across 270 Tube stations, 83 stations on the London Overground, 45 DLR stations, Tramlink’s 39 stops, Victoria Coach Station and the 40 to-be-launched Crossrail stations.
Craig rejected the suggestion that moving away from a guarantee model would put public funds at risk, and instead said working in partnership will be more profitable for both sides. He said: “We want to work in partnership to unlock long-term value.”
The move is part of TfL’s wider strategy to make the most out of the commercial opportunities on its estate, which have included tailoring the retail offered in stations to the area they are situated in, including the “pop-up” opportunities at London’s Old Street.
More information about the process is available on the TfL website and there will be a day of briefings for interested parties. The formal notice will then be published through the Official Journal of the European Union.
TfL is planning to appoint a new partner by April next year. The contract will start on 1 October 2016.
Jason Cotterrell, the UK managing director at Exterion Media, said: “We’re really excited that the moment we’ve been preparing for is finally/nearly here.
“Transport for London has an inspiring vision for the Underground and their wider asset base that we’re already delivering on.
“Game-changing innovations such as DX3, which we’re launching in the coming months, will transform the tube and commuter experience, and present amazing opportunities for the industry going forward.
“We’re proud to be leading this revolution as we engage with TfL during the bid.”
Via: Campaign (Maisie McCabe)

Exterion Media Teams up with 'Parliament in the Making' for New Educational Campaign

Exterion Media today announces a partnership with the Houses of Parliament’s 2015 anniversary programme, Parliament in the Making, to commemorate the 750th anniversary of the Simon de Montfort parliament (20 January 1265) and the 800th anniversary of the sealing of Magna Carta (15 June 1215). To help celebrate these events a series of short videos will be broadcast on the Cross Track Projection (XTP) digital screens at London Underground stations every Wednesday throughout the Capital.
This collaboration reinforces Exterion Media’s commitment to engaging consumers through interesting and relevant content schedules; and supports its ongoing partnership strategy.
The content has been created by Parliament with Cognitive Media and will present short hand-drawn animations. The videos aim to bring important moments from the history of Parliament and UK democracy to life through key characters and interesting facts. The first episode will be broadcast on 21st January with new content being unveiled at London Underground stations every Wednesday for 12 weeks.
Read more

Microsoft Immerses commuters in new Kings Cross Underground tunnel

Microsoft and Exterion Media have announced a partnership to wrap the length of a new tunnel at King’s Cross. Microsoft is promoting its Surface Pro 3 tablet and the artwork, set around the slogan ‘The tablet that can replace your laptop’, will follow passengers as they journey through the tunnel.
Running for two weeks, the campaign targets the business audience of commuters that travel through King’s Cross, St. Pancras and the redeveloped area next to the stations. The tunnel, owned by the King’s Cross Partnership, opened in June and this is the first time brands have been able to submit proposals for advertising.
Via: Exterion Media

Bus Passengers' Journeys Enhanced with Technology

Bus journeys in Norwich will never be the same again, as, for the first time, Bluetooth beacon technology has been implemented. It brings a new experience to a journeys, as passengers can now receive location-based messages on their smart devices from retailers in the area as they travel. The initiative has been made possible by a collaboration between Proxama, Exterion Media and transport company FirstGroup.
The initiative counts 20 merchants from the Norwich area amongst its participants and, crucially, signals the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides relevant content and offers, which acts as a network for local brands and gives these retailers a unique channel of communication to potential customers who are on the move. At the same time, shoppers receive the opportunity to discover and purchase new products, as well as receive rewards such as coupons, discounts and loyalty services.
The result brings benefits to both consumers and brands in the Norwich area. Consumers experience a more engaging journey, while local brands can expect an increase in loyalty, footfall and engagement.
Underpinned by Proxama’s TapPoint® platform, passengers are able to opt in to the experience by switching their Bluetooth on and downloading Loka which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them.
Working alongside multiple partners including Norwich Business Improvement District (BID) and the Association of Town & City Management (ATCM), the Connected High Street project is an ongoing initiative created to better learn about how to make beacon technology a part of the everyday shopping experience. Transforming the passenger journey by connecting the consumer’s digital capabilities with their physical environment will be a first for the UK and the involvement of local partners will showcase the full potential of mobile proximity commerce.
Via: Exterion Media