TfL Appoints @ExterionMediaUK to Tube Ad Contract
Transport for London (TfL) announced Thursday that it has selected Exterion Media as its new commercial Partner for its Rail Advertising contract, offering innovative solutions to advertisers, maximising revenues and enhancing the customer experience.
Shaun Gregory, CEO, Exterion Media told us “We are hugely excited to be working in partnership with TfL to create more dynamic opportunities to connect with the London Audience over the next decade. Together, we have an extraordinary vision for the London Rail and Underground estate that will fundamentally change the look and feel of advertising in the Capital and the way that brands engage with consumers.”
The Partnership will launch on October 1, 2016 and benefits from significant investment that will fund the creation of a world-class digital estate, the introduction of new formats, a suite of premium displays in key stations, and ambiance enhancements to classic sites.
The contract award is part of TfL’s commercial development plans to maximise the revenue it generates from its assets to reinvest in the transport network for the benefit of Londoners.
We are old that the relationship calls for fundamentally closer ways of working together and changing the way Out-of-Home is bought and sold – from enhanced data and insights collaboration to joint selling that will create opportunities to reach London Rail and Underground passengers above and beyond paid for advertising.
Data and insight is obviously integral to the strategy AND it should enable the shift to an audience-led sell, and drive better efficiencies and effectiveness for brands.
Graeme Craig, Director of Commercial Development at TfL was quoted as saying “We believe this partnership can be a catalyst for transforming our stations and the wider industry. The new contract will move away from the traditional concessionary approach to working together to deliver innovation and value on the best station network in the greatest city in the world.”
Exterion Media believe that consumers will benefit through more relevant and engaging messages linked to improved targeting based on data and insight – which should ensure that the right message is delivered to the right audience at the right time.
At The DailyDOOH Media Summit, being held Tuesday May 17 as part of London Digital Signage Week, Transport for London’s Commercial Development Directorate’s Lead for Advertising Strategy John Pizzamiglio is presenting ‘TfL’s bold approach to OOH in the increasing Digital age‘.
John Pizzamiglio joined Transport for London in 2012 with a remit to maximise the advertising revenue that TfL will be able to achieve in a new more commercially astute organisation. The past three and a half years have been spent doing just that, with all of the major advertising contracts being re-assessed, re-aligned and awarded. Although the future funding of the organisation remains incredibly challenging, advertising remains massively important to the network. In fact increasingly so. What the future will bring is still up for debate – but John is confident that the quantum leap in TfL’s thinking in recent years has put them in the best place possible for taking advantage of whatever challenges and opportunities arise.
Categories: Scuttlebut
