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
