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Coming Soon….Exterion Media's DX3 – Platform to Connect

Exterion Media has announced the next generation in digital cross-track screens. Developed in collaboration with NEC Display Solutions, DX3 gives advertisers a platform to connect with young, affluent, and tech-savvy urbanites.
The technology delivers a premium visual experience for London Underground commuters, as well as increased targeting and accountability for marketers. It enables advertisers to showcase a wide variety of high quality, immersive content that informs, entertains and captivates audiences travelling on the London Underground network.
Informed by Route and TfL data, screens are situated in strategic locations on the platform that attract the highest audience figures. The screens are bigger, bolder and brighter, with a host of enhanced product features ensuring maximum standout and audience engagement.
Ahead of DX3’s summer launch, Exterion Media will be opening an interactive Innovation Centre to allow advertisers and partners to experience the cutting-edge technology. To request a meeting at the Innovation Centre, please contact Exterion’s digital team.
 
 

Exterion Media restructures and creates a new commercial division called EM Solutions

EM Solutions will incorporate the sales, marketing, insight, technology and delivery departments and host three teams looking at different customer needs. EM Local and EM National will support day-to-day sales activity, customer service and audience insight. EM Future will concentrate on “forward planning, strategic thinking and innovation”.
The company has promoted Malcolm Stoodley, the direct sales director, to commercial director and to lead EM Solutions.
As part of the restructure, Lee Gibson, head of agency sales and Simon Harrington, marketing and business development director have left the business.
Mark Heather, the head of trading, has been promoted to national sales director. He will report to Stoodley. Exterion Media is also searching for a director of commercial strategy, this role will also report to Stoodley.
The company has also hired Nick Dawson from Posterscope International as the head of commercial insight, and Adrian Lovejoy from British Telecom as the service delivery director. They are both newly created roles.
Shaun Gregory, the chief executive at Exterion Media, said: “By seeking to understand all stakeholders better, we will drive deeper engagement and help our customers’ businesses.
“Outdoor advertising is seeing huge transformational changes thanks to digital, mobile and technology, as well as in the way it is bought and sold.
“In 2014 we rebranded the company from CBS Outdoor and launched a new strategy. We’re now moving on to the next phase of reorganising our businesses to ensure we’re fit for purpose as the market matures.
“The UK is a natural starting point, given its maturity, and we will then roll this out across our other Western European territories. It’s undoubtedly a fascinating time for both us and the industry, and we are very excited to implement these changes.”

OOH market set for consolidation as buyers circle Clear Channel & Exterion Media

The European outdoor advertising market is set for a major shake-up following news that private equity firms TPG Capital and Blackstone are circling both Clear Channel and Exterion Media with a view to merging both businesses to leverage economies of scale.
The £2bn merger would see the former rivals put on the same team after Clear Channel’s European arm was placed on the market last year as its parent firm iHeartMedia struggles to pay down its debt.
In the UK it is a familiar presence on the side of bus shelters and roadside billboards and has been valued at around £1.6bn.
Exterion is a much smaller firm based in the UK after being wound out of media conglomerate CBS and is being lined up to provide immediate scale, although current owner Platinum Equity, has yet to commit to any deal.
 
Via: The Drum

Clarks and Partners Andrews Aldridge Come Out on Top in Big Bus Challenge

Clarks’ in-house design group and Partners Andrews Aldridge have won top prizes in the Big Bus Challenge 2014 run by Exterion Media, in association with Campaign.
The footwear retailer’s bus ad triumphed over other national campaigns while Partners Andrews Aldridge’s work for the Royal National Lifeboat Institution’s patrolling of the Thames emerged victorious in the regional category. Cogent Elliott picked up a media commendation for a campaign of simple line drawings for Samaritans.
Clarks and the RNLI were awarded £200,000 of national and £25,000 of regional bus advertising respectively and each of the creative teams given £2,000 of department store vouchers to share. Samaritans was handed £20,000 of media space.
The winning entries to the second Big Bus Challenge were chosen by a panel of judges and revealed at The London Transport Museum  last night where guests were able to view showcased work.
Clarks’ ad stood out for its “elegance, simplicity and having the courage to keep the design so minimal,” said Paul Domenet, the executive creative director of Johnny Fearless and a Big Bus Challenge judge.
PAA’s EastEnders-inspired ad for the RNLI was praised as a “sound concept” by Andy Hunns, the creative director at Clinic and the Publicis executive director Andy Bird described Cogent Elliott’s Samaritans campaign as “brilliant, clever”, with “massive standout”.
Four other national finalists were chosen: Cogent Elliott for WD-40; Rapp for the Open University; Lida for Foyles and Proximity London for The Economist. In the regional category, there were three finalists: Publicis Life Brands Resolute for The Passage charity; Rapp for Virgin Media and Bray Leino for Bath Spa University.
The judging panel, chaired by Philip Smith, head of content solutions and studio at Campaign, consisted of: Martin Hancock, development director, National Express Bus; Gill Huber, group communications director, Posterscope; Chris Marjoram, managing director, Rapport; Richard Jacobs, marketing director, Kinetic; Ross Neil, executive creative director, WCRS; Jason Cotterrell, managing director UK, Exterion Media and Simon Harrington, marketing director, Exterion Media, along with Domenet, Hunns and Bird.
Via: Campaign

TfL Kicks off Pitch for £500m London Bus Shelter Contract

Transport for London has kicked off the £500 million contest to install and operate its street furniture across London in the first of three major tenders.

Clear Channel UK has held the contract since 2005 and maintains more than 30,000 bus shelters and bus stops in the capital. As part of the contract, Clear Channel sells advertising on 5,000 sites.
JCDecaux, which already operates street furniture for a number of London boroughs including Camden, as well as in Manchester and Glasgow, is expected to pitch for the business.
According to a tender document seen by Campaign, the contract is worth £200-500 million, excluding VAT, over an initial five years, with an option to extend the arrangement for an additional three. The tender is divided into eight lots and companies can bid for as many as they wish.
The reduction in the length of the contract from ten years and the division of the tender into lots follow guidelines set out by the Office of Fair Trading in 2012 after a competition investigation into the sector.
After this review, TfL will call a pitch for the £1 billion ten-year ad contract for the London Underground, held by Exterion Media.
TfL is then expected to review its contract to sell ads on the side of buses, which is also handled by Exterion.
Via: Media Week

Collaboration is the Key to the Future of European OOH

The Out of Home (OOH) sector currently sits on a launchpad. After one of the worst recessions in living memory, the advent of digital, social and mobile marketing, and the resilience of TV and print advertising, many doomsayers predicted the demise of OOH. Yet, latest figures from the Outdoor Media Centre have revealed that UK OOH advertising saw a 6.4% rise in Q2 2014, equating to over a quarter of a billion pounds, compared with the same quarter in the previous year. This represents the fourth biggest quarter of spend in the medium’s history.
This naturally makes for very encouraging reading for me and, I would imagine, the likes of JCDecaux, Clear Channel, Ocean and Primesight. Despite OOH showing bullishness however, the question that really strikes me is, how do we as an industry maintain the growth and achieve a bigger slice of the advertising pie? The answer lies in collaboration.
In other words, we have to make it easier for advertisers to buy from us, to see what they are getting and to understand how that fits with the rest of their plans.
For years, individual players have scrapped, innovated internally and embraced aspects, such as digital and interactive OOH at different rates and in different ways. Overall, it’s been a highly fragmented approach. The major players in the industry need to come together, pool their collective resources and offer both advertisers and consumers a more intelligent form of advertising. This wouldn’t be the first industry where collaboration has been the key to ensuring its evolution. Look at the success of Thinkbox in the UK, which has established itself as the marketing body for all commercial television and exists solely to help advertisers get the most out of television. There is no reason why we can’t instil a similar dynamic in the OOH sector.
We can do this easily through a number of ways. Firstly, if all the players were to group their databases of insights on consumers, OOH’s proposition would be even more powerful. Take Route as an example. Route is the audience research body for UK OOH media, with behavioural insights on 34,000 consumers. This is a good start and has laid solid foundations. However, if all the players in the industry were to collaborate, there would be a base of millions to analyse. This is a hugely powerful differentiator when looking to attract new brands and campaigns.
Collaboration around digital is another area that needs a serious boost. The same figures from the OMC show that digital OOH had its strongest quarter ever, with 30 percent year-on year growth. Take mobile for example. I came to this role from Telefonica where I had the opportunity to see, first hand, the potential of mobile within advertising. A variety of mobile and digital technologies are currently being integrated in to OOH during trial phase or as a bolt-on, which represents a huge opportunity to build upon. The industry needs to come together and commit to integrating digital technology, based on both consumer and advertiser research (ie what works, what doesn’t) into its proposition, so it can offer a consolidated format that actually resonates with both audiences.
We are at a tipping point for the industry. We have a great opportunity to come together and accelerate the growth of OOH’s share of the marketing budget. Look at what happened with mobile ad spending in the UK. I started at Telefonica when it was a sub £10 million industry. eMarketer now predicts it will crash through the £2 billion barrier this year. I’m determined to instil this level of collaboration, starting in the UK and then branching across Europe.
Shaun Gregory is chief executive of Exterion Media.
Via: The Wall Blog

Gregory Has Ambitious Plans for Exterion Media

Three days into his role as the international chief executive of Exterion Media – the company known as CBS Outdoor until January – Shaun Gregory is already a bit bored of the obvious questions.
Yes, he is aware of next year’s tender for the £1 billion London Underground contract, and that people have concerns about the company’s private-equity ownership, but he does not want to talk about that.
He wants to focus on the possibilities of outdoor, both for brands and the wider public.
Executives in the outdoor industry have eulogised about its synchronicity with mobile for years. Yet there is still a sense of untapped possibility. Gregory, however, can speak from experience. He has spent the past seven years developing mobile advertising businesses. As the chief executive of the ad-funded network Blyk and then running Telefónica’s ad division globally, he has been at the forefront of attempts to develop mobile advertising around the world.
Gregory says that, after his tenure at Telefónica, Exterion was the “natural” next step. His experience working with Telefónica’s Onthespot, which provides point-of-sale interactivity in 82 countries, and the UK’s outdoor audience measurement platform, Route, has assured him out-of-home is “well-positioned not just for growth but growth ahead of other media”.
When Gregory talks about growth, he is talking about the outdoor industry taking share from other media. But his vision extends to “changing environments for the better”. Gregory says out-of-home has an opportunity to “genuinely change people’s lives and consumer habits” and gives the example of interactive shopping billboards in Asia. The click-and-collect services now offered at some Tube stations are just the start, he says.
Part of Gregory’s mission is to encourage the industry to work together more effectively. He has been a non-executive director at Ocean Outdoor for the past two years and intends to continue sitting on the board. He cites Google’s Eric Schmidt, who spent a number of years as a non-executive director at Apple. “There’s a very clear opportunity in this area,” Gregory says. “But we won’t do it unless we work more collaboratively together.”
But for all this talk of the future, it is impossible to ignore the fact that Gregory is taking over a business that has had an uncertain four years. The Underground deal, the biggest outdoor contract in the world and signed before the financial crisis hit, threatened to drown CBS’s international outdoor division.
Although the contract was eventually renegotiated, Exterion will have to fight to keep it in 2015.
It must be difficult to have to keep answering the same questions about the past when you claim to be so excited about the future. But Gregory does it with patience.
“I know there’s a contract, and I know there’s a tender process. I know people are interested in that,” Gregory says. “But what I’m interested in is delivering excellent campaigns, I’m interested in improving the asset base. I’m interested in making the London Underground the most iconic example of out-of-home across the globe. I’m interested in making that so great and so unique that everyone travels from around the world to see it.”
Yet for all his gushing about the Underground, Gregory is clear that the UK is just one part of the company he has been appointed to run. He talks passionately about putting back more autonomy into individual countries so they can concentrate on what they need. He avoids answering specific questions about the long- or even medium-term plan of Exterion’s owner, Platinum Equity, preferring to answer for himself: “I’m here to build something long term and sustainable.”
A hard-working northerner who worked his way up from regional radio ad sales at Emap, Gregory is widely respected. He may not join the team in the pub every Friday evening but he is fiercely loyal to them. That said, there are still many issues to resolve, not least whether the UK team needs strengthening.
Gregory gives his support for the UK managing director, Jason Cotterrell, and his team, as well as the way they have continued to grow the business through a period of instability.
But a clear mission for the company and Gregory’s hard-working ethic will come in handy if he wants to realise his vision for Exterion.
Via: Campaign Live

Be the Centre of Attention with Exterion's Big Bus Challenge

Today sees the launch of this year’s Big Bus Challenge in association with Campaign Magazine. Exterion Media is calling on advertisers, agencies and creatives to enter their best bus advertising designs for the chance to win a national bus advertising campaign.
Eye-catching designs that represent brands of all varieties are welcomed to showcase the full creative potential of this enduring and highly effective canvas for advertisers.
Exterion Media is encouraging designs to fill advertising space on Buses across the country. Entries can be submitted using a range of national and regional bus formats, including national T-side, superside, and regional streetliner and rears formats.
With such a variety of scales and shapes available, this is your chance to think about how you can deliver real impact on the street and harness the power of the bus to grab the attention of consumers.
The winning national entry will receive a full bus advertising package worth £200,000 including production costs. Regional winners will be awarded a £25,000 bus package, also including production costs plus £2,000 worth of shopping vouchers.
The competition is open for entries until Friday 5th September. The winning entries will be announced at a special event at the London Transport Museum on Thursday 6th November.
Find out more, including how to enter, by visiting the website: www.bigbuschallenge.com

Exterion Media CEO Calls on the OOH Industry to Change

Exterion Media’s new CEO Shaun Gregory gives industry-challenging ‘It’s not OOH anymore’ presentation at annual Fepe Congress 
Shaun Gregory, newly appointed CEO of Exterion Media, marked his OOH speaking debut in Vienna last week with a clear message to the industry – it’s time to change.
Speaking at the 10th annual Fepe Congress, a gathering of international OOH media owners, media and creative agencies and suppliers to the industry, Shaun discussed both the opportunity and the need for OOH to grow and compete at the top table. Currently 7% of global media spend and the second fastest growing media sector, Shaun highlighted that the OOH industry is perfectly positioned to drive growth, change consumer experiences and add value through transitioning into digital and extending into other media.
Calling for the industry to see reaching consumers on the move as the new battleground for advertising, Shaun stated that the key to growth will be to learn from other media. With the pace of change rapidly accelerating, both at a consumer and advertiser level, OOH players must follow the example of companies like Facebook, Google and Twitter to adapt and leverage this opportunity.  Referring to the tech giants’ ability to constantly evolve and change, Shaun remarked that their trading model from three years ago bears no relation to today. His question in response to the industry was simple; how has the trading model for OOH changed in this time?
Commenting on the challenge that was set by Jean-Francois Decaux at the beginning of the Congress to grow OOH share globally to 10%, Shaun cautioned that whilst OOH was poised for growth this could only happen from an industry level. He warned working alone would only drive cannibalisation or in-sector battles that ignore the true war, and that consistency and accountability are vital if OOH is to go fishing for new revenue. Ultimately, there has never been a greater need for the OOH industry to collaborate.
Rounding up his presentation, Shaun left the room with three thoughts;

  1. As an industry we need to change and the time is now
  2. We need to collaborate to go from 7% to 10% globally
  3. To drive growth and evolve we need to capture new revenues.

 
Shaun joined Exterion Media on July 1st, 2014 from almost 11 years working in new media, and six years with Telefonica where he is currently the Global Director of Advertising.
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Via: Exterion Media

WaterAid Launches To be a Girl Appeal with Exterion Media

International development charity WaterAid has launched its To be a girl fundraising appeal by unveiling a series of shocking adverts on over 3000 buses throughout the UK, highlighting that for millions of girls living without access to safe water or somewhere to go to the toilet, life is no fairy tale. Working in partnership with Exterion Media, the bus campaign will be seen by an audience of 37 million people over the next two weeks.
The campaign highlights how life without access to clean water and toilets is tough for everybody, but the consequences of not having these basic services affect women and girls the most. They often spend hours each day collecting water and are left vulnerable to violence and sexual assault when going to the toilet in the open.
WaterAid are aiming to raise £1million through the appeal and the UK Government will match all donations from the UK public, helping to bring safe water and sanitation to over 130,000 girls around the world.
WaterAid is also inviting the public to answer what it means to them To be a girl through their interactive online hub www.tobeagirl.org, featuring stories from girls around the world, including Madagascar, India, Uganda, Nepal and Burkina Faso
A whole host of celebrities are lending their support for the To be a girl appeal, including Samantha Barks, Ellie Simmonds, Rachel Stevens, Laura Whitmore, Helen Lederer and Suzi Perry.
To find out more about WaterAid’s To be a girl appeal, go to www.tobeagirl.org or support the appeal by texting GIRLS to 70300 to donate £3 to WaterAid.
Via: Exterion Media