2. Contents
2
→ The power of outdoor
→ The benefits of outdoor
→ Engaging audiences
→ About Exterion Media
→ Exterion Media in the UK
→ Becoming locally famous
→ The impact of insight
→ Our award winning team
→ Video
3. The power of Outdoor
Outdoor advertising allows advertisers to enjoy extended engagement with audiences
in ways other mediums simply cannot match.
3
Thanks to increasing ownership of mobile devices, people can act instantly on
advertising messages, making them more relevant and meaningful now than they
ever have been. This puts us in a position of real strength in the media and
marketing landscape.
4. The benefits of Outdoor
4
Some of the unique benefits that makes Outdoor an essential proposition are:
Diverse
Broadcast
Innovative
Contextual
Always on
Consumer-Friendly
Complementary
Interactive
Source: Channel Planner
5. 5
Engaging audiences
Outdoor advertising doesn’t just engage
audiences – it engages the right audiences
Sources: TGI and Europe on the Move (2011)
High-Earners
49% earn over 43k
Younger
30% are 18-34
Open-minded
59% think about a brand
or consider buying it after
seeing an outdoor ad
Hyper-Connected
81% own a smart device
Impulsive
42% bought something on
impulse in the last week
Light TV-Viewers
60% are light TV viewers
6. The largest privately held Out-of-Home advertising business
6
About Exterion Media
We engage and deliver audiences on a
local and multi-country scale through
our core markets and local partners
Our reach
7. 7
Evolution of Exterion Media in the UK
Growing OOH Digital Transformation Audience Insight
1994
2004
Rail Expansion
2005
Digital Trials
2007 2009 2011
2012
2013
2014
2016
Transformation
of the London
Underground
Sales Team of
the Year
8. 8
Exterion Media in the UK
Exterion Media UK dominates outdoor advertising in London alongside National Bus and
Rail ensuring an outstanding presence across the UK.
London Underground Retail
Rail Tram Digital
Bus
9. • 1.68 billion passenger journeys a year
• 75% rail passengers are ABC1
• 2 in 3 rail passengers are aged 18-34
• 2.5 million people use the train to commute to
work
• Rail passengers are 27% more likely to say that
internet ads annoy them
• 49% of rail commuters do not listen to
commercial radio
9
National Rail
Sources: Office of Rail and Road, TGI and National Rail Passenger Survey
10. 10
National Bus
• 5.2 billion passenger journeys per year in the
UK
• 6.5 million daily Bus journeys cover 86% of the
top 80 urban areas
• In the past 24 hours more people have seen
Bus advertising than have visited a social
networking site
• 1.2 million more people have seen advertising on
the outside of a Bus than billboard advertising
in the last week
• 45% of Bus users rarely notice the advertising
in newspapers
Sources: Department for Transport , Route, TGI and Touchpoints
11. • 5.16 billion annual passenger journeys
• 9,000 London Buses across 700 routes
• London Buses are an iconic symbol of London,
behind Houses of Parliament, Big Ben and the
Underground
• 58% of London’s Bus passengers are ABC1
• 85% of Londoners said they prefer Buses with
advertising
•
91% of Bus passengers in London can
spontaneously recall Bus advertising
11
London Bus
Sources: TfL, work.shop.play., TGI, The Road to Enlightenment and gov.uk
12. • 3.4 million journeys are made a day on National
Rail – that’s over 487 million annually
• Predominant age of rail travellers is 25-54
• Train commuters are 68% more likely to say
that internet ads annoy them
• 58% of rail users do not listen to commercial
radio
12
London Underground
• 1.3 billion passengers a year – up to 4 million
journeys every day (2 million of those in Zone 1)
• Due to grow by 1.3m more by 2030
• 87% of commuters welcome advertising on the
Underground
• 3 minute dwell time on the platform and 13
minutes absorbing adverts inside the Tube
carriages
• 41% are likely to be opinion leaders and
conversation catalysts
• Highest smart phone ownership in the UK at 87%
Sources: Transport for London, London Commuter, TGI
13. 13
• Most affluent space in
the UK
• Average annual footfall of
27.5 million
• Average dwell time: 99
minutes
• Average spend: £134
• Average annual footfall of
12 million
• 90% ABC1
• 112,000 city workers
within 10 minutes
• 220,000ft2 of retail space
• Europe’s largest urban mall
• Average annual footfall of
42.6 million
• Average dwell time: 108
minutes
• Average spend: £108
• The only designer outlet
within the M25
• 40% of regular visitors
spend more at designer
outlet centres than
regular shopping centres
• Average spend of £200
per visit
Westfield London
One New Change
Westfield Stratford
London Designer Outlet
Retail
Sources: Westfield, ONC, LDO
14. 14
Digital
• Reach of 1.6 million people every 2 weeks
• 68% of the London Underground's digital
audience are ABC1
• Plays on our attraction towards movement –
peripheral pull is king with these formats
• High level of flexibility allows for individual day-
parting, individual days and a combination of
days
• Combination of dwell and frequency formats
allows you to be seen when and where it
matters
Sources: Telefonica and TGI
15. 15
London
• We are the 2nd biggest media
owner in London after ITV
• Over 12.5 million people live and
work in Greater London
• 1 in 8 Londoners are millionaires
• The London working population
is 30% more likely to have seen
an OOH advert by Exterion
Media in the last week,
compared to roadside
advertising
Source: TGI and ONS
16. 16
Locally famous
• Target the heart of communities
up and down the country
• Exterion Media have specialised
and locally-based sales teams
who understand the needs of
their nearby businesses, no
matter how small
• 35.3 million people living in urban
areas outside of London
• With a wealth of data insights
we can align your marketing
strategies with the right local
audiences
Source: TGI
17. 17
Insights
At Exterion Media we continuously collate insight into the thoughts and
behaviours of the urban audience through our online community of over 10,000
panellists
Understanding Audiences
• Our sample is nationally
representative, receiving an
average sample size of 1,500 –
2000 respondents per survey
• work.shop.play. is the largest media
owner online community and in
2015 we were awarded Vision
Critical’s Community of the Year
22. 22
Key UK cities
1. London
2. Manchester
3. Birmingham
4. Glasgow
5. Leeds
Key:
Notes de l'éditeur
Exterion Media: An Introduction.
Today we’re going to discuss….
The power of outdoor
The benefits of outdoor
The outdoor audience
Exterion Media’s background and positioning
Exterion Media in the UK
Becoming locally famous
The impact of insight
Our award winning team
And finish with a quick video which shows…
Outdoor advertising allows advertisers to enjoy extended engagement with audiences in ways other mediums simply cannot match. Thanks to increasing ownership of mobile devices, people can act instantly on advertising messages, making them more relevant and meaningful now than they ever have been. This puts us in a position of real strength in the media and marketing landscape.
There are many unique benefits of using outdoor advertising which make it such an attractive medium. These include the fact that out of home advertising…
is always on - Unlike other media, Outdoor can’t be switched off or avoided
It’s consumer friendly - Outdoor fits in with consumer’s lives. It’s a non-intrusive medium that catches audiences when they are open to a welcome distraction, such a as during mundane journeys.
It’s complementary - Outdoor works well with other media. It can form part of a broad campaign to extend audience engagement
It’s interactive - Developments in technology have made Outdoor an ideal platform for interactivity. This creates deeper engagement with audiences and provides advertisers with new direct marketing and distribution channels
It’s contextual - Outdoor advertising can be placed where the message really counts: it’s the only medium where you can capture the audience in context and close to the point of purchase
It’s innovative - Continual investment and innovation in technology has made Outdoor a constantly evolving medium, offering new and exciting ways to engage audiences
It’s broadcast - Outdoor delivers rapid brand awareness for advertisers in a cost-effective way.
It’s diverse - Outdoor reaches a diverse audience through a range of formats and environments
And.. It’s moreover more cost-effective than TV advertising.
Outdoor advertising doesn’t just engage audiences – it engages the right audiences. People who make regular journeys to work, shop and play are often younger, dynamic and affluent – exactly the kind of audience advertisers want to attract
They are…
High earners – 49% Earn over 43k
Younger – 30% are aged between 18-34
In an open mind-set – 59% think about a brand or consider buying it after seeing and Outdoor ad
Impulsive – 42% bought something on impulse in the last week
Light TV Users – 31% more likely to watch only 1-2 hours of TV per day
As well as Tech-savvy and hyper connected – 81% own a smart device
Exterion Media is Europe’s largest privately held Out-of-Home advertising business.
We believe in making the everyday inspirational – by putting the right content, in front of the right people, at the right time and in the right location, Exterion Media transforms ordinary journeys into extraordinary experiences.
Working across the United Kingdom, Ireland, France, The Netherlands and Spain the business has a global portfolio of partners to engage and deliver audiences on a local and multi-country scale.
Exterion Media has a deep heritage and understanding in London transport. From the humble beginnings as the London Transport agency until now, we have strived for innovation, digital transformation as well a greater focus on understanding the audience advertisers wish to reach.
In the last 10 years alone, we have secured an advertising monopoly at the cities of Westfield, been a part of the London 2012 Olympics, created some market-leading thought leadership pieces and initiatives (such as Look for Longer, The Modern High Street and All Eyes on London) as well as won some amazing awards.
Exterion Media UK dominates outdoor advertising in London, with National Bus and Rail ensuring an outstanding presence across the UK.
Our key assets consists of both National and London Bus, the London Underground, Retail, Rail, Tram and Digital.
With 1.68 billion rail passengers a year, the National Rail gives access to a hugely valuable audience. 75% of this audience are ABC1 and typically aged between 18 and 34. With 2.5 million using the train to commute to work every day, the opportunity for repeat exposure is huge. Moreover, with train users being 68% more likely to say that internet ads annoy them, and 58% of rail commuters admitting they don’t listen to commercial radio, National Rail is key for reaching this affluent and on the go audience.
One of our biggest assets which allow us a national presence is the National Bus which carries 5.2 billion passengers a year – that’s 6.5 million bus journeys a day which cover 86% of the top 80 urban areas. In fact, Bus advertising makes such an impact that 6 million more people have seen Bus advertising than billboard advertising in the last week. The urban audience (especially those based in London) are very time poor and so it can be no surprise that 45% of Bus users admit to rarely noticing the advertising in front of their eyes and in the past 24 hours, more people have seen Bus advertising than have visited a social networking site!
With the Tube aside, the Bus is a key method of transport in London. There are 5.16 billion passenger journeys across 9000 buses and 700 routes. In fact, over half of all Bus journeys taken in the whole of the UK are in London alone. The London Bus is an iconic symbol of the capital along the likes of the Houses of Parliament, Big Ben and the Underground. Although there are fewer ABC1’s than the underground at 58%, they are as equally welcoming to the likes of advertising with 85% of Londoners saying they prefer buses with advertising on them. It can be said that these giant moving brands certainly make an impact as 91% of Bus passengers in London can spontaneously recall Bus advertising.
London sees 2.3 billion annual passenger journeys, 9000 London buses across 700 routes.
When given the choice, 85% of Londoners said they prefer buses with advertising (wsp)
London Buses are an iconic symbol of London, behind Houses of Parliament, Big Ben and the Underground (wsp 2013)
London Bus passengers – 61% are ABC1. (TGI)
91% of Bus passengers in London can spontaneously recall Bus advertising (The Road to Enlightenment)
The London Underground is home to 1.3 billion passengers a year – that’s up to 4 million journeys a day taken by a time poor and cash rich audience (a number which is constantly growing and due to increase by 1.3 million by 2030). The 3 minute dwell time on the platform and 13 minute dwell time inside the Tube carriages not only gives campaigns a greater share of voice but a higher frequency of message allowing for extended engagement. As 87% of commuters welcome advertising on the underground, this audience is very receptive to the messages being shown. Moreover, as 2 in 5 consider themselves to be opinion leaders and 87% of them own smartphones, your message can spread much further than the tunnels of the tube. Look for Longer was a great example with 170 countries taking part on a London-based campaign.
Retail is a key part of the business and collectively across the cities of Westfield, One New Change and the London Designer Outlet, there are 1.2 billion visitors annually. All of these retail spots typically attract the more affluent members of society, each of which spends at least £100 per visit which makes these four a giant hub of retail revenue.
Exterion Media’s retail environments are entertainment destinations that can connect you with a captive audience in an open mind-set in the right environment. With 71% of individuals willing to try new things, we can provide the platform to engage with shoppers when they are in the mood to be inspired and influenced.
Interactivity and Innovation
Outdoor is not the same medium it was five years ago. Rapid developments in technology, combined with increasing consumer expectations placed on brands, have challenged the industry to evolve. Over time, the era of ‘paper and paste’ has made way for campaigns that merge technology, innovation, creativity and interactivity together to capture and engage consumers.
Emerging technologies and capabilities have brought brands to life in increasingly responsive and creative ways, whilst the integration of mobile and digital technologies into OOH has allowed consumers to fully immerse themselves in brands. Through our extensive and growing digital portfolio and creative solutions opportunities, we are at the forefront of these exciting innovations. This gives us huge potential to interact with our audiences in a variety of creative ways, to take posters beyond the frame and create unique and memorable consumer experiences for brands.
These formats have a huge reach of 1.6 million people every 2 weeks – 68% of which are ABC1 on the London Underground. With the ability to display full movement, these assets certainly do not go amiss as they plays on our instinctive nature to remain aware of our surroundings and react to any form of movement.
The high level of flexibility not only allows for day parting, only displaying on specific days or a number of days, but the combination of dwell and frequency formats on top of this allows you to display your brand when and where it matters maximising ROI and lowering CPT.
Easily being the UK’s largest urban area, London is a vital part of any advertiser’s strategy. At Exterion Media, we reach the largest London audiences with our media, across iconic features such as the London Underground, London Buses and the Cities of Westfield. Its work late and play hard community has turned this city into a global powerhouse where over 12.5 million people live and work and 1 in 8 are millionaires. As Exterion Media is the second largest media owner after ITV, it is no surprise that the London working population is 30% more likely to have seen one of our OOH adverts in the last week, compared to roadside advertising.
We are the market leader in advertising on public transport networks in all towns and city centres throughout the UK. Above all we reach the heart of the communities which are called home by 35.3 million people. Understanding the local environment is key to a successful campaign, and at Exterion Media we pride ourselves on our local knowledge. We have dedicated sales teams across the entire length and breadth of the UK who know their local area and understand the needs of local businesses, ensuring our campaigns are shaped to capture the right people, in the right place, at the right time. Our dedicated Direct teams help you throughout the whole process from planning your Outdoor campaign (including choosing the best formats for you) through to assisting with the artwork creation and delivery.
At Exterion Media we continuously look for insight into the thoughts and behaviours of the urban audience. Using both existing industry research and commissioning our own dedicated research, we have a wealth of knowledge available to us and our clients on how to reach and engage the urban audience.
Our work.shop.play. online research panel gains insight into the everyday lives of the urban audience by inviting people across the UK, France, Netherlands, Ireland and Northern Ireland to take part in regular surveys. This allows us to create a comprehensive and integrated view of their behaviour and habits, whilst providing fast, robust and up-to-date research on a broad range of topics from fashion to utilities, motoring to food and drink.
So whether you want to target a specific audience, a major city or are planning a larger campaign across several countries, we can help you understand your audience and offer you the best advertising solutions to engage with them.
Knowledge is power. And through our home-grown research panel work.shop.play., the London Worker Planning Tool and a multitude of research tools such as TGI, Mintel and Route, Exterion Media has produced a wide variety of insights, thought leadership piece as well as effective tools (such as the work.shop.play. dashboard). These insights are what underpin our sales teams and made them the market leaders for four consecutive quarters across 2014 and 2015.
With such success comes awards and Exterion Media has been awarded several prestigious titles such as Rising Star, Sales Team of the Year and Insight Community of the Year for not only our sales expertise but for our innovative use of digital and audience insight.
As Exterion Media own the majority of transport links and arterial routes into and around the urban areas of the UK, we have the ability to have a true national presence. However, the key UK cities we make the biggest impact in are London, Manchester, Birmingham, Glasgow and Leeds.
