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Our Audience

Whether it’s our work commute, a shopping expedition, or a leisurely weekend stroll, our regular journeys define the narrative of our daily lives. 

Our journeys are linked to many important decisions – our sense of responsibility to our work and families, our individuality and personal interests. In a highly mobile population, how we travel says a lot about us.

Our outdoor advertising formats are located in a range of environments enabling you to reach these consumers as they embark on various journeys outside of their homes.  Importantly, these people who are out and about are the high income households, impulsive spenders, technology savvy and those who actively welcome advertising – a highly valuable audience for advertisers.

We can engage consumers right across Northern Ireland, on a province-wide level, but also by locally, by specific town and city. 


Explore more about the audience types you can reach with our media by expanding the tabs below.

  • Young adult outdoor advertising audience

    Media savvy, high-spending and low responsibility adults.  They are young professionals who commute daily. A well educated group and likely to be a junior in their first full time job who spend as much as they can on going out and shopping.

  • Exterion Media Northern Ireland Audience

    Middle and lower income families with children who live in city suburbs where they have a more affordable and cost effective place to raise a family.  Both husband and wife work in local areas with positions that fit around their children.

  • Career in the City outdoor advertising audience

    Group of young professionals, aged between 18 and 34 who want to reach the top of their careers.  They are typically professionals or office workers who are financially independent and secure.

  • Exterion Media Outdoor advertising audience

    This group is at the higher end of the income spectrum.  Their spending habits reflect their status – they like nice things and are prepared to pay for them, whilst still getting value for money.

  • Exterion Media Northern Ireland Audience

    The regular guy has a good work/life balance.  They have a vocational qualification and work as skilled manual workers or office workers.  They are more local bar than high end wine bar.

  • Exterion Media Outdoor advertising audience

    This group generally lives and works in urban areas.  They are the most urban out of all our segments, regularly taking in events around the city.  Their individual style and the brands that they relate to are very important to them.

  • Exterion Media Outdoor advertising audience

    A group of women that have pre-school children.  Before having children they worked full time & plan to return when their children start school.  Working around their children’s pre-school and activities, they shop and have coffee with friends in their free time.

  • Exterion Media Outdoor advertising audience

    A high-flyer who wants to get to the top of his career.  He has an active social life and his appearance is important to him.  He will spend more for convenience and is more likely to go shopping on his lunch break or at the weekend.

  • Exterion Media Northern Ireland Audience

    This group are responsible for their household's grocery shopping.  They generally visit a major supermarket at least once a week, spending in excess of £51 on groceries.  They opt for the in-store experience, rather than doing their shopping online, because they enjoying browsing for the best deals and looking for inspiration from new products.

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Research and insights are at the heart of what we do and drive better understanding of our audience. They also allow us to advise you on how to generate maximum value from our media.

Our Insights

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