The outdoor ad industry is continuing to beef up its use of data-driven marketing with a new deal between Exterion Media and WPP-owned agency Kinetic, which will see ad beacons installed at travel destinations across the UK.
The partnership will give Kinetic’s clients access to a range of opportunities including push, pull and personalisation campaigns across a network initially covering 10 million passenger journeys a month.
Initially beacons will be installed in the nationwide bus and rail network, as well as Westfield shopping centre and the London Underground.
There are plans to expand the scheme across Exterion Media’s entire portfolio, which the firm claims reaches over 92% of UK adults every week.
The two firms claim the deal will let advertisers sending targeted and timely content to mobile devices at moments when consumers are most receptive.
Rosh Singh, director of digital innovation and head of Kinetic Active, said: “Beacons represent an exciting new opportunity to tie mobile and out of home (OOH) together in an engaging and contextually relevant way.
“That said we are at the genesis of our journey using the technology that requires a measured and sensible way to test the best ways beacons and OOH can work together, for brands, but most importantly for consumers. Embarking on this journey with Exterion Media is an exciting prospect for us and our clients, which will help us answer some of the questions we have about the best applications of beacons in OOH.”
Last week Exterion launched a new insight tool which will tap into data on 25 million O2 customers, to generate actionable demographic and behavioural detail about London Underground users.
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