Exterion opens data-driven experiential marketing unit

ThronesOutdoor advertising giant Exterion Media is launching a new division which will provide end-to-end management of data-driven experiential campaigns across transport, retail, urban, sports and entertainment venues.
Through existing advertising partnerships with Transport for London, National Rail, Westfield, London Designer Outlet and Wembley Park, Exterion Live aims to build on the recent Game of Thrones activity for Sky Atlantic which saw “White Walkers” invade King’s Cross St Pancras Tube station.
That campaign was developed through Hello London – the media partnership between Exterion Media and TfL.
Exterion Live will initially have access to 20 sites on London Underground, including major stations King’s Cross, Canary Wharf, Tottenham Court Road, Waterloo, Shepherd’s Bush and Farringdon.
The portfolio will include all Exterion’s National Rail partners, to cities across the UK. Stations such as Castle Cary during Glastonbury and Aintree during the Grand National, will give brands an opportunity to implement activity specifically around the event.
The move has been driven by ongoing investment in new technologies and the use of data-driven insight that enhance the consumer experience for the urban audience and create new commercial opportunities for brands.
The company quotes research from its own national consumer panel “work.shop.play” which revealed that 98% of consumers are more inclined to purchase post a brand experience. Meanwhile the latest IPA research showed that on average 12.3% of briefs are being allocated to experiential marketing, outperforming all other major marketing channels.
Exterion has also launched a booking portal for experiential agencies to streamline the booking process for agencies, as well as giving clients live availability of experiential spaces.
Exterion Media managing director Dave King said: “We’ve seen a huge demand for experiential from our clients in the past six months, particularly after the launch of Hello London, our partnership with TfL. Exterion Live will enable our clients to amplify their out-of-home campaigns and deliver shareable and memorable experiences beyond the poster to consumers. We truly believe it is a game changer for the experiential market.”

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