UNIVERSE CITYC O M M E R C I A L I S AT I O N A N D P U B L I C I M PAC T

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BEHAVIOURAL INSIGHTAT E X T E R I O N M E D I A

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At Exterion Media we understand that a

campaign is about more than a media

channel. To keep ahead in an increasingly

competitive market, understanding local

communities in all their diversity is important

to us and locally our media products reach

parents, students, ethnic groups and

employers like no-one else.

We continue to invest in our insight tools,

which help advertisers delve deeper into their

target market and understand how advertising

on our media will generate maximum value for

money. We also offer primary research

inclusive campaigns, giving you new insights

to maximise the effectiveness of promoting

open days and other events across the year.

In every region we now have account managers who

have been trained in social marketing by the National

Social Marketing Centre (NSMC). This enables us to

give better advice on segmenting and engaging

audiences so that we can develop cost-effective

campaigns with your audiences as they make their

journeys to work, shop and play.

If you would like to find out more about how our

insight and data can help with optimising your

advertising, please call me and I will be happy to

help.

Karen Landles,

Head of Public Sector, Exterion Media

T. 07968 567 887

E. karen.landles@exterionmedia.co.uk

UNDERSTANDINGYO U R A U D I E N C E

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UNDERSTANDING YOUR AUDIENCE

Primary Research

Working in partnership with The Campaign

Company, a market-leading social marketing

agency, we can build primary research into

your campaigns. TCC design, implement and

analyse research so you can better

understand and engage your target audience,

ensuring that your message engages the

people you want to reach. The Campaign

Company specialises in delivering industry-

leading research, communication, behaviour

change and community consultation across

the public sector.

Values Modes

The Values Modes model is a research tool,

which is used strategically in marketing and

political campaigns. It divides the population by

values, identifying three core groups: Settlers,

Prospectors and Pioneers. Using the ‘Values

Modes’ tool we can help you understand:

• The motivational drivers and values of a

population or group

• The creative & communication messages that

will resonate with different groups

Insight & Data

We can also use our own Insight Tools such as

Work Shop Play as well as external industry

leading data programmes such as TGI,

Mosaic, or Telefonica.

This helps our clients look further into their

target market and understand how advertising

on our media will generate maximum value for

money.

DAVID EVANSTHE CAMPAIGN COMPANY

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WIDENING PARTICIPATION

Research conducted by The TCC identified different concerns among student applicants from atypical backgrounds to those with middle-class or university-educated upbringings.

There is greater anxiety about going to university which leads to different priorities in decision-making about where to go – with career progression, personal achievements and

economic outcomes higher up the list.

Learning as a higher calling or a sense of intellectual enrichment was mentioned by almost no one; nor was there as much focus on university as an experience.

Anxieties, meanwhile, tended to be about the safety of going to university, and about practical considerations like the possibility of finding part-time work without the help of

existing networks.

The Widening Participation research showed a similar profile to work for the TUC on Britain’s ‘young core workers’ (that is low-paid, in-work 20-somethings, not in full-time

education). Our TUC analysis found that the values of young core workers tended to be image-conscious and individualistic, motivated by opportunity, competition and

convenience. The youngsters interviewed about Widening Participation were very much the same.

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BUSINESS LEADERS AND INFLUENCERS

Exterion Media are the largest transport media owner in the UK reaching a combined audience of

27 million people each week.

With access to London Underground, Subways, Bus and Rail, Exterion Media can offer you the unique ability to connect

with your audience, locally, regionally or across the UK. No one else can offer this service or match our strong local

presence, especially with local account management teams who are trained to deliver your advertising solution.

• Reach top stations– Liverpool St, Bank, St Paul’s, Old St, Cannon St, London Bridge, Moorgate, Mansion House,

Blackfriars, Canary Wharf.

• 1 in 5 businesspeople who travel on the Underground are a chairman, CEO, MD or director.

• 50% of all businesspeople who use the Underground are key decision makers within their company.

• Approximately 1.9 million people enter/exit zones 1 & 2 every day.

• On average, 272,331 people enter/exit the Tube network every hour.

• Around 930,000 people commute daily into central London to work.

• Waterloo & City Line TCP: 9,616,000 passengers per annum

Source: TGI 2017 Q2 Engaging

O u r K e y A u d i e n c e s

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HOW CAN ITW O R K F O R YO U

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USING RESEARCH TO SUPPORT START-UPS AT EXTERION MEDIA

INDUSTRY

OVERVIEW

OUR URBAN

AUDIENCE

AUDIENCE

TARGETING

KEEPING AN EYE OUT FOR NEW TECH

• 1 in 3 urbanites say they’re

interested in new tech

developments but can’t keep up

with all the latest updates.

• Advertisers in this area have an

opportunity to build awareness,

become front of mind and help

consumers know who to turn to.

FINDING INSPIRATION

• Though tech-savvy urbanites are

ubiquitously connected, word of

mouth through friends & family

remains the key way to find out

about new apps and tech-led

services. This suggests that brands

can therefore extend their reach

event further by tapping into

influential urbanites.

MARKET CONTEXT

• An increased demand for

convenience is driving tech

innovation. Smaller innovative

companies challenging big brands

in the service industry through

services that save time and make

life easier for people.

MOBILE DEVICES DRIVING TECH

INTERACTION

• Smartphones and tablets seem to

be the gateway for people

interacting with tech-led services,

helped by the fact that 1 in 3

people across the country often use

apps as part of their daily routine.

CAMPAIGN

EFFECTIVENESS

LONDON’S TOP 10 MOST DIGITAL

STATIONS

• Using Telefonica data through

Exterion Media’s ABI tool, we are

able to determine London Zone 1

stations where advertisers would

be most likely to reach London’s

most highly digital audiences.

JOURNEY MESSAGING

• With a deep understanding of the

movements of our desired

audience across the London

Underground network, we can

effectively plan campaigns and

select stations to reach London’s

digitally-savvy audiences at

multiple touchpoints throughout

their daily journeys.

REACHING A TECH-SAVVY

AUDIENCE

• London Underground campaign

drives action and consideration for

ZipJet, but also for an Online

Designer Retailer.

DRIVING SALES ONLINE FOR

ZIPJET

• The campaign delivered a 500%

increase in average (daily) website

traffic and an 800% uplift in

average (daily) orders.

DRIVING COMMUTERS TO TAKE

ACTION FOR ONLINE DESIGNER

RETAILER

• 65% of London Tube users who

recalled the ads took action

towards the brand. 47% took action

online.

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SUPPORTING SPIN OFFSE x t e r i o n M e d i a f o r m a t s c a n w o r k e f f e c t i v e l y t o b o o s t

b r a n d a w a r e n e s s a n d d r i v e p e o p l e o n l i n e

London Underground campaign drives action and consideration for

ZipJet, a new start-up on the market

The Results

London Underground 4-Sheet ads not only contributed to improving people’s

perceptions of the brand but drove audiences to ZipJet’s website, enabling this start-

up to punch above its weight in a highly competitive market.

The London campaign delivered the strongest results

The campaign also ran in Paris and Berlin at the same time. However, supported by

the extensive Tube campaign, London outperformed the two other target cities.

Testimonial

“Our #LAUNDRYLIBERATION day campaign reconciled entire offline & online

marketing campaigns in the space of a single day. Frontloading our resources in this

way was a daring and unique way of approaching start-up marketing. We were thrilled

with the outcomes - we've observed significantly increased orders and traffic, as well

as commercial interest in ZipJet and awareness surrounding the brand more

generally.”

500%Increase in website traffic during

#LAUNDRYLIBERATION day

800%Uplift in

orders

Finn Lagun – UK Marketing Manager, ZipJet

Tube ads drive people online and increase purchase likelihood for an

Online Designer Retailer

59% of London Tube users recall as least one of the online designer retailer’s ads

Ad recall drives purchase consideration

London Tube users who recalled the ad were significantly more likely to consider buying

shoes and accessories from this Online Designer Retailer in the next few months.

Would consider using this retailer in the future

65% of London Tube users who recalled the ads took action towards the brand

Base: Tube users - Recalled Tube Ads (160), Did not recall Tube ads (110)

Any mention of ‘significance’ made refers to statistical significance. Statistical significance is used to

refer to a result that is unlikely to have occurred by chance and in this case is tested using chi-square. Source: Dipsticks Research

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REACHING AND PERSUADING BUSINESS LEADERS WORKS:4 b u s i n e s s e s r e l o c a t e d t o G r e a t e r B i r m i n g h a m # t e c h b r u m

Dominating the station with fresh, colourful

creative messages with strong messages about

Birmingham as a business destination.

172% increase in unique visitors to the website and

over 1000 referrals on social media.

The resulting buzz that was created around the

tech scene in Birmingham has led to some long

term affects. The client can now count 4

companies who were influenced by the #techbrum

campaign and relocated to Greater Birmingham.

Total media value of over £250,000 and a total

reach of 2.5 million!

“In terms of our Twitter followers, website visits and

of course the actual projects we ended up landing

from the campaign, it set records for Marketing

Birmingham which was excellent.”

Emma Gray –

Director of Marketing at Business Birmingham

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University of Exeter

“Our campaign ran for 8 weeks on buses, mainline Rail

stations and at London Paddington, our ‘home’ station in

the capital. The response we got was enormous - not only

did we attract a large number of prospective students, it’s

also led to approaches from businesses looking to take

part in the Degree Apprenticeship scheme and has

helped to establish our presence in this emerging

market.”

London School Of Business & Finance

Within one week of the Bus Superside and

London Underground campaign going live, the

global ranking position of the LSBF on Google

Trends improved by 46% and by the end of the

campaign it peaked, having improved its position

by 80% - proving that Out-of-Home can drive high

levels of awareness.”

CAMPAIGN SUCCESS

LONDON UNDERGROUNDD R I V E S P O L I C Y E N G AG E M E N T

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DOMINATE THE WESTMINSTER CORRIDORE n g a g e M P s , M i n i s t e r s , a n d M a n d a r i n s o n p u b l i c p o l i c y i m p a c t a s t h e y

w a l k t o P a r l i a m e n t ’ s p r i v a t e e n t r a n c e

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REACHING GOVERNMENT AND FUNDERS

P f i z e r d o m i n a t e s t h e a p p r o a c h f r o m t h e J u b i l e e L i n e , t h e t i c k e t g a t e w a y s

a n d t h e n t h e f i n a l w a l l .

DIGITAL MEDIAT H E B E N E F I T S O F B E I N G DY N A M I C

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DIGITAL MEDIAT H E B E N E F I T S O F B E I N G D Y N A M I C

Here at Exterion Media, we believe that digital campaigns have the power to drive greater engagement with consumers.

Our investment in technology and data underpins our journey to becoming a digital media company powered by data.

Our digital displays across Hello London, National Rail and Retail, reach 3.5 million UK consumers, and deliver 195 million impressions every week (Source: Route).

We’re growing this number every year, introducing exciting new formats, which allow for more flexible and dynamic campaigns across our digital estate.

By running a dynamic campaign, it immediately becomes more engaging to consumers compared to standard creative.

Dynamic advertising is contextually relevant to consumers, ultimately making the media work harder.

MEMORABLE MESSAGING CUT-THROUGH STAND-OUT

DYNAMIC

CONTENT

INCREASES

MESSAGE

RECALL

(53% higher

on average,

dynamic vs

non-dynamic

creatives)

DYNAMIC

CONTENT

IMPROVES

SPONTANEOUS

RECALL

(38% spontaneous

recall for a non-

dynamic creative

vs 48% for a dynamic

creative)

DYNAMIC

CONTENT CAN

IMPROVE

CREATIVE

PERCEPTIONS

(11% higher vs

standard content

across 8 test

creatives)

Source: TGI 2017 Q2 Engaging

WORKING IN PARTNERSHIPE N A B L I N G E N T E R P R I S E

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WORKING IN PARTNERSHIP

E N A B L I N G E N T E R P R I S E

Enabling Enterprise was founded by teachers in 2009, and now works with over

85,000 students nationally. A not-for-profit social enterprise, their vision is to

ensure that, one day, every student will leave school with the skills, experiences

and aspirations to succeed. Their practical approach and its impact have been

recognised by awards from Teach First and Education Investor who named them

their “Partnership of the Year”. In 2015 Enabling Enterprise won the PwC Social

Enterprise Social Impact Award and were a finalist in Social Enterprise UK's Social

Impact Award.

We are proud to work with them and their schools, investing time and skills in the

children.

“We work to achieve our mission in partnership with over 130 employers across a

wide range of sectors and with over 260 schools to make enterprise a core part of

the school curriculum.”

Simon Hill: Head of Partnership, Enabling Enterprise

www.enablingenterprise.org

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SUMMARY

Education clients across the board use Exterion Media, from universities to nurseries, because it

offers unparalleled reach into your audiences, allowing you to reach your target audience in the

right place and at the right time.

We offer a wide range of advertising packages, tailored to your requirements and on the media

format of your choice.

For enquiries, or more information, please contact me:

karen.landles@exterionmedia.co.uk or 07968 567 887

www.exterionmedia.com/uk

FROM RECRUITING STUDENTS TO

ENGAGING BUSINESS OR POLICY FOMERS

W E H A V E Y O U R A U D I E N C E