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Data-driven digital opportunities

London Underground advertising

Every day, we deliver over eight million impressions across the UK through our extensive network of digital displays. These include displays across the TfL Rail Estate, Westfield London and Stratford, One New Change, London Designer Outlet and National Rail.

Westfield digital advertising

As part of our journey to becoming a Digital Media Company powered by data, we are constantly progressing in how we plan and trade Out-of-Home (OOH) with data-driven solutions. In the case of digital OOH, we can add on an extra layer of targeting through daypart scheduling, as well as creating contextual messages through dynamic opportunities and smart-scheduling.

Through our sophisticated data sets, which help us better understand audience behaviour, locations and movements, we have created five new data-driven digital opportunities helping you reach specific audiences across the TfL Rail Estate and our four retail. 

These five opportunities are:

1. City Workers – target morning and evening commuters in and around areas filled with city workers, such as Canary Wharf and Bank, whilst also reaching them at key origin stations to these environments, such as Stratford and London Bridge.

2. Premium Retail – target consumers through TfL Rail Estate digital displays around London’s most affluent retail environments, such as Oxford Street and King’s Road. This can also include Westfield London, Westfield Stratford and One New Change.

3. Fashionistas – as well as targeting shoppers around areas with lots of fashion outlets, we can also use Telefónica data to target people at stations that show a high usage for fashion apps and websites on mobile phones. This solution is live during peak consumer hours only, ensuring minimal wastage on reach and impressions. 

4. Top-up shoppers – by utilising digital displays in close proximity to convenience stores, you can prompt grocery shoppers at the times of the day they’re most likely to do a quick top-up shop.

5. Social Hubs – Through our data sets, we know exactly where London’s main social hotspots are. This solution allows you to reach TfL Rail Estate users in these specific areas, whilst also branching to stations that index highly for a younger, more outgoing audience. This is scheduled to evenings and also during Night Tube hours.

London Underground advertising

This is just one example of how we, as a business, can leverage data to help quantify opportunities and help plan more contextually relevant and tailored advertising. Contact the Exterion Media sales team to find out more about our digital products.