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Exterion Media and Telefónica UK create ground breaking new partnership for the OOH sector

The new partnership will enable Exterion Media to tailor advertising campaigns based on unique audience insights, changing the way that OOH advertising is bought, sold and optimised on the London Underground.


Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, is today announcing an exclusive partnership with Telefónica UK, one of the world’s biggest telecommunications companies to support the London Underground (LU) Media Estate.

In an ever-more data-driven industry, advertisers increasingly need to produce targeted campaigns to enhance their effectiveness and demonstrate a greater return on investment. This new partnership, using Telefónica’s innovative Smart Steps Solution, gives Exterion Media access to rich audience data allowing it to provide unparalleled insights to LU advertisers that can be used to execute OOH campaigns to maximum effect.

Telefónica Smart Steps uses anonymous data from across their mobile network of 24 million O2 devices. They process only relevant big data events created by a selection of these devices then analyse the trends and patterns within the data to help understand more about audience behaviour and the movement of populations at an aggregated level. Insights garnered from this will include but are not limited to; demographic profiling; where they live, work and visit (inferred journeys); when and how often they visit locations; how they travel; and mobile phone, app and web activity. The outputs are an excellent representation of the macro movements of the London population.

“Transport for London (TfL) has outlined its vision to deliver more imaginative experiences for tube passengers and advertising is at the heart of its plans for innovation. Being the sole provider of advertising on the London Underground means Exterion Media has an unrivalled knowledge of its audience and our rich data insights have ensured that the LU is, from an advertising perspective, one of the best monetised metros in the world.” said Jason Cotterrell, UK Managing Director of Exterion Media.

“Through our partnership with Telefónica UK, we are able to deliver on the vision that TfL has outlined by increasing our understanding of the LU audience even further, and setting new benchmarks for other metros around the world to follow. With a view of LU passengers and their movements across the network that cannot be accessed from anywhere else, we are strengthening our understanding of how best to engage consumers with immersive experiences.”

The partnership begins with the creation of innovative analytics and visualisations of Telefónica’s aggregated mobile data, which will be integrated into Exterion’s planning process, building on the granular insight they have already collected through their work with TfL and Route, and Exterion’s own insight tool work.shop.play.

“We’ve gained a unique understanding of the transport sector through our award-winning Smart Steps service - making us an ideal partner for Exterion Media. By sharing the insights we gather, we’re helping Exterion Media and their customers get the right content, to the right people, in the right location at the right time”, said Robert Franks, MD of Digital Commerce at Telefónica UK.

Exterion Media’s partnership with Telefónica will enable:

  • A greater understanding of distinct demographic profiles and behaviours of the LU audience
  • The ability to highlight certain stations, days, and times by audience affluence and other lifestyle perspectives
  • The utilisation of additional layers of insight to more accurately identify key periods when certain demographics are more prevalent at certain stations
  • The utilisation of behavioural insights, in addition to recognising the physical landscape surrounding stations, to better enable advertisers to plan OOH campaigns based on the habitual movement of people across London as opposed to specific destinations.