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Exterion Media Launches iBeacons on London Buses

Exterion Media, Proxama and Mapway launch UK’s largest iBeacon consumer transport experience on London buses.

Exterion Media, Europe’s largest privately owned Out of Home advertising business, has launched the UK’s largest iBeacon experience across 500 Transport for London (TfL) buses throughout London in partnership with Proxama PLC, the leading mobile proximity marketing expert and Mapway, the world’s leading publisher of transport apps for mobile devices.
Mapway has integrated Proxama’s beacon Mobile SDK into its Bus Times London app and is currently deploying a utility-led consumer engagement experience to bus passengers in London. The experience is delivered using Exterion Media’s bus beacon network, which is underpinned by Proxama’s TapPoint® beacon platform.
With bus travel in London accounting for more than half of all bus journeys in the UK, at an average journey time of 17 minutes, brands will be able to use the opportunity presented by this ‘dwell time’ to engage with passengers. The service launched for Android users of Bus Times London on 17 March and delivers:

  • Real-time travel updates – in-app notifications are delivered to users when they board a beacon-enabled bus, advising them of real-time travel updates for the route they are traveling on
  • Contextual in-app ads – relevant and timely advertising served based on the consumer being on board a bus at time of viewing. Brands can capitalise on the consumer’s exact physical context and dwell time to deliver ads at the right time and increase click through rates

Brands using beacon-triggered enhanced advertising have seen that delivering contextually-relevant experiences drives higher consumer engagement levels. Sticky9 (part of the PhotoBox group) is seeing an average click-through rate of 14.5 per cent, much higher than the typical one to two per cent of non-beacon-triggered advertising. Beacon-triggered real-time travel update notifications are receiving a click-through rate of 44 per cent.
Following the success seen to date on its Android app, Mapway is integrating Proxama’s proximity Mobile SDK into the iOS version of the Bus Times London app, with the update scheduled for release to the App Store in May. Both apps combined will deliver a reachable consumer audience of half a million.
“This collaboration is a huge milestone for the proximity marketing industry. App owners are looking for ways to increase active user numbers and establish new sources of revenue, and beacons can deliver on both objectives. Brands are also looking for ways to better understand and more accurately engage with their target audiences, so campaigns like this deliver a win-win – with the results speaking for themselves,” said Jon Worley, CEO of Proxama’s Marketing Division. “This partnership is yet another indication that 2016 is the year that beacon technology for marketing gains significant traction.”
David James, CEO of Mapway, said: “We chose to work with Proxama and Exterion Media because, using beacons, we can ensure opted-in users only receive relevant and timely notifications and that content is both powerful and contextual. This platform has enormous potential for brands, and we look forward to helping them better engage with consumers. Similarly, we hope adverts will become of more interest to users of our apps, replacing volume with quality and relevance”
“With 2.3 billion passenger journeys made on London buses a year, the partnership creates an innovative platform for brands that want access to this hard-to-reach audience exclusively. The partnership also provides consumers with relevant, timely, and engaging content in an unobtrusive way. Not only can brands better target consumers, but the information collected will provide unique insights that will ensure future efforts are even more successful – allowing us to continue to make the everyday inspirational,” said Jason Cotterrell, Managing Director  at Exterion Media UK.
via: Outsmart 

Exterion Media hires Suzy Jordan as Commercial Strategy Director

Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, has appointed Suzy Jordan as its Commercial Strategy Director to lead the newly-formed EM Futures division. This forms a vital part of Exterion’s new EM Solutions commercial structure.
In her new role, Suzy will be tasked with challenging, innovating and surprising the market, developing new revenue streams and driving new business for the company. Her remit will include Research & Insight, Client Sales, Creative Solutions, EM Ventures, Digital Development and Design.
Suzy joins Exterion from Mindshare where she currently serves as Head of Client Leadership. She brings with her 20 years’ experience in the media agency market, including client relationship and business development roles at The Mirror, Mediacom and Initiative Media.
In a move to put customer needs at the heart of the business, the Research & Insight team, led by Anthony Waithe, will be central to this structure, informing and supporting Exterion’s forward-looking strategy with pioneering research. These insights will help Exterion to identify and anticipate new trends, enabling it to deliver cutting-edge, innovative and relevant advertising solutions for brands. Exterion’s recent partnership with Telefónica UK, which will provide unparalleled insights into the movements of people through the London Underground, is a great example of how Exterion will leverage insight to better inform advertisers, and therefore improve campaign effectiveness.
Internal promotions as a result of the formation of EM Futures include Julia Edgington as Head of Creative Solutions and Richard Smith as Head of Client Sales.
“We’re delighted to welcome Suzy on board. This role will be central to forming and delivering our commercial strategy and Suzy’s understanding and experience of the agency landscape will be an invaluable asset in this. We are proud to be at the forefront of innovation in the industry but we are not complacent – EM Futures will future-proof our vision and ensure that we are consistently driving the industry forward.” said Malcolm Stoodley, Commercial Director at Exterion Media.
Suzy said: “I’m excited to join such an innovative, market-leading business. This is a transformational time for Exterion and I’m looking forward to driving a step change in the business. Exterion has already demonstrated time and time again its world-class insight, innovation and creative capabilities and I can’t wait to lead the strategy and team to take this to the next level.” Suzy starts with Exterion in September 2015 and will report directly into Malcolm Stoodley

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.
 
 

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

Work.Shop.Play Research Reveals Brazil 2014 to be the First Digital World Cup

As the World Cup in Brazil rapidly approaches, research by work.shop.play., the online urban community, reveals that this year’s event is set to be truly digital. A massive 85% of consumers will be following the tournament online in some form with 41% specifically using social media sites. Mobile also plays a part as more than half of people surveyed (53%) said they will be using their phone to keep informed and 40% will be using their tablet.
Television will still play a big part in how football fans follow the games, however the internet has overtaken TV for how people will keep track of live scores. More than two thirds of people (67%) will use the internet for score updates compared to just 38% who plan to use TV. Mobile and social will also play a role with 42% using their mobile and almost a quarter (24%) using the likes of Facebook and Twitter to get their score updates…
Brits won’t just be relying on the web for score updates. Almost one in five people (18%) will be using the internet to watch full games while more than a third (34%) will go online to catch up on highlights from the tournament. Following the games online is especially important to the UK’s younger generation – a quarter plan to watch full games online and 22% will watch them on their iPad. Almost half (47%) will log on to view highlights via the web..
Simon Harrington, Marketing Director, Exterion Media commented, “All eyes will be on Brazil this summer, but it’s interesting to see how different our approach will be to following the games compared to 2010. For the first time, internet and mobile are going to play key roles in how we digest news and follow coverage of the games. Crucially, for the Out of Home sector, consumers will be looking to follow the news while on the move. Almost a quarter (25%) say that they plan to follow the competition while on public transport, a statistic which increases to 38% in the 16-34 age group. We expect consumers, and Londoners especially, to make the most of free Wi-Fi on the London Underground to stay connected and share in the excitement the World Cup brings.”.
Via: Exterion Media

Exterion Wins Innovations Challenge Award

Exterion Media took home first place at the annual AdConnection Innovations Challenge. The event gave a shortlisted selection of media owners the opportunity to pitch their latest innovations to the whole media agency, from AdConnection’s CEO to their most recent graduates.
Ten media owners were selected to compete, from Sky and The Telegraph, to app start-up companies, and each were given five minutes to present their ideas. The Exterion Media team chose to focus on the online dating company Lovestruck and presented Lovin’ London, an idea inspired by the changes in the dating market since the launch of Tinder, the dating mobile app.
The Lovin’ London idea was to show user-generated content of Lovestruck members on London Underground LCDs, letting passers-by know that they were signed up to Lovestruck and looking for a date in London that weekend. The challenge began ahead of time, with the announcement that extra points would be given for a social media presence in the run up to the day, so everyone from the Outdoor Media Centre and Jason Cotterrell, to family and friends tweeted their support.
Katie Ingram and George Rossides, who represented Exterion Media, commented:
‘It was an amazing afternoon at AdConnection, and we were faced with a lot of very tough competition. We’re thrilled to come away with the trophy on the night, and that the agency is already talking to us about how we can best work the concept up to take to the client.’

Exterion Media hires Shaun Gregory as CEO

Gregory will lead the outdoor media company, which has businesses in Western Europe and China. In the UK, its main assets are the London Underground outdoor contract and an expansive network of buses.
He has been the managing director of Telefónica Digital’s global advertising business, responsible for the telecom giant’s media portfolio, since February 2009
Gregory has also been the non-executive chairman of the mobile advertising joint venture Weve since September 2013, and the global board member and vice-chairman of the Mobile Marketing Association since June 2012.

 Bastian Lueken, the head of Platinum Equity’s European investment team, said: “Shaun is the right leader at the right time for Exterion Media. He brings with him broad media experience from senior sales, strategic and management roles across most of the major media.

“He has in-depth knowledge of complementary and emerging technologies which will enhance Exterion Media’s ability to engage audiences. Exterion Media has many exciting opportunities ahead and Shaun will have our full support as he continues to drive and transform the business.”
Antonio Alonso previously ran CBS Outdoor International, but left the company on the completion of Platinum Equity deal in January.