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Exterion Media strengthens its data and insights through partnership with Beyond Analysis

Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, has strengthened its data analytics capabilities by partnering with award-winning big data insight organisation Beyond Analysis to offer brands a deeper level of audience insight.

Beyond Analysis, which has a deep specialisation in financial services payment data, will work with Exterion Media to align consumer payment data with locations and journeys in order to strengthen and develop new insight, planning and measurement tools for Exterion Media’s agencies, clients and partners.  The venture is part of Exterion Media’s broader strategy to increase brands’ advertising return-on-investment across all of their assets, including the London Underground, by providing an additional layer of insight for better targeting of audiences based on spend profiles developed through big data.

Mick Ridley, Head of Data at Exterion Media, said: “We are delighted to be partnering with Beyond Analysis.  Working together will allow us to understand where people spend, when they spend and the brands they spend with – all tied back to the journeys they make.  Ultimately our goal is to help advertisers surface ads, content and offers that are relevant and timely; in essence to target the right customers for our brands based on real data rather than simple demographics. This makes advertising more effective for brands and more engaging for consumers.”

The announcement follows the launch of Exterion Media’s Audience Behavioural Insight (Abi) tool powered by Telefónica, which looks at how people move around the capital and draws anonymised behavioural insights that brands can use for more relevant, contextual engagement with consumers.  Both partnerships further demonstrate Exterion Media’s commitment to fusing multiple data sources to build a complete picture of how Londoners behave in the real world, and complement Exterion Media’s award-winning work.shop.play. consumer panel, which informs the motivations of these urban audiences through regular topical surveys.

Paul Alexander, CEO of Beyond Analysis: “With this announcement, Beyond Analysis and Exterion Media are launching a revolution in Out-of-Home advertising. This partnership between two global brands offers a huge opportunity to develop a proposition that is completely unique in the market. We are excited in what the future holds with Exterion Media and we are proud to work with a partner that matches our vision, passion and aspiration.”

Paul Alexander and Will Beresford founded Beyond Analysis in 2007 to help raise companies’ metabolic rate by putting data to work; through improving businesses with their own data or through gaining competitive advantage with the use of Beyond Analysis’ unique behavioural data – which comprises the largest set of consumer transactions via its partnerships across the European Financial Services Sector.