Nick is Commercial Director at Telefonica Dynamic Insights. He is responsible for the commercial and market development of Telefonica’s Big Data monetisation programme for the UK market. He led commercial engagement (with specific focus on the Retail and Media markets) and has helped establish Telefonica Dynamic Insights as the market leader in mobile data monetisation. Alongside the commercial development of the business, Nick is actively involved in shaping the product strategy of the business to ensure it remains at the forefront of insight services. Mick, as Head of Data & Technology for Exterion Media, Europe’s largest privately held out-of-home advertising business, is responsible for the strategic application of new and existing data sources to enhance Exterion Media’s proposition. Its core business is to engage and deliver valuable audiences for advertisers, and make ordinary journeys extraordinary for consumers.

1. Driving Relevance in the Outdoor Media Market
Nick Henthorn
Telefónica Dynamic Insights
25 November, 2015
Smart Steps_
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Mick Ridley
Exterion Media

2. 2
Powering better decisions
through insights based on
real-time crowd behaviour
mobile customers24million
Anonymised
Personal data
eliminated and hashed
with ID
Aggregated
IDs grouped to crowd
data, no individual is
identifiable
Extrapolated
Algorithms applied to
represent entire
population

3. OUR MULTIPLE REAL-TIME DATA SOURCES
GIVE YOU POWERFUL INSIGHTS_
3
Mobile
Types of Data
Active
Passive
Multiple Data Sources
Behavioural
Apps
Websites
2 BILLION
Network Events
Every day
24/7
2 Years History
Understanding customer behaviours consistently over time

4. iPhone 5S
MOBILE
30 - 45
AGE
80th percentile
AFFLUENCE
SL6
HOME LOCATION
WC1
WORK LOCATION
Telegraph
PRINTMEDIA
Has Children
LIFESTAGE
Photography
INTERESTS/HOBBIES
Facebook, Flickr
WEBSITES
Paddington train
REGULAR ROUTE
Customer profiling
whoWe can tell you who your customers are
13%
25%
29%
21%
9%
63%
80%
22%
75%
17%

5. 5
Customer location Insights
whereWe can tell you where and how
your customers move how
TRAIN
TO
FROM
WALK
BIKE
CAR
BUS
FIND OUT WHAT
MODES OF TRANSPORT
THEY USE, ACCURATE
DWELL LOCATIONS AND
JOURNEY PURPOSE

6. Smart Steps supports various industries
6
Transport Media Retail
Viewing 100 million journeys per day
to understand demand, journey type
& mode of transport enables better
transport planning.
Understanding audience profiles
enables more effective media
targeting.
Knowing who visits stores, how often,
from where and why enables better
decision making across a retail
estate.
Journeys Profiling Decision-Making

7. Understanding Behaviour_
Telefónica Dynamic Insights

8. From contract sign-up we know…
 Gender: Male
 Postcode sector: NG13 8
 Age: 50
From operating business (O2)
 Device type: iPhone 5
 Activity summary
What we know?
Name
Address
Phone number
What we DO NOT know
Mobile number represented as a
persistent hashed ID
#198JDgh79~mn436?kK*BZXf
A typical day
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9. Phone pinged at 6:00am
Multiple calls / texts made & received
A typical day
Home
Mansfield
Hucknall
Nottingham
Newark-on-Trent
Crantham
|

10. Drive 15 miles to Newark station
Newark-on-Trent
Station
Crantham
Home
Phone pinged at 6:00am
Multiple calls / texts made & received
A typical day
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11. Multiple calls / texts made & received
Multiple cell location updates Lose / regain
connection (tunnels)
Home
Hucknall
Nottingham
Newark-on-Trent
Loughboroug
h
Leicester
Northampton
Milton Keynes
Luton
Watford
London
Crantham
Stamford
Peterborough
Huntingdon
Bedford
Stevenag
e
St Albans
Kings Cross Station
Newark Station
Multiple cells + high speed + defined route
A typical day
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12. Kings Cross Station
(Disappears from network)
London King’s Cross
Office: 20 Air Street
(Re-appear on network)
SOHO
A typical day
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13. Over time, we understand even
more:
• Commuting patterns
• Affluence
• Digitality (browsing and apps)
• Etc. etc.
So… how did the other
23,999,999 behave?
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14. 14
Outdoor Media Planning
Decision
Allocate right
media for your
customers
Campaign
success
Measure

15. Smart Steps Success Cases
15
SMART STEPS SUPPORTING OUTDOOR MEDIA SALES.
THE LONDON UNDERGROUND
1. Who flows through the
network.
2. What is their traveller
mission & mind-set.
Understanding the London
Underground customer.
SOLUTION OUTCOMEPROBLEM
Telefonica mobile data: Over time, we understand:
‣ Complimentary to exiting data.
‣ Enables evolution of Insights.
‣ Enables valuable story creation
for marketing.
‣ Commuting patterns
‣ Affluence
‣ Digitality
‣ Etc…

16. Output_
Telefónica Dynamic Insights

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33. BIG DATA
Big Data is an Enabler for market change in the Out of Home Media sector.
TELEFONICA
Telefonica will continue to innovate with mobile data to expand its application in new markets.
EXTERION MEDIA
Exterion Media will continue to explore the applications of mobile data insights in their business.
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| Q&A SESSION |