Adrian J Cotterill, Editor-in-Chief
Exterion Media, Europe’s largest privately-held Out-of-Home (OOH) advertising business, has entered into a long-term media partnership with Lothian.
Keith Finlay, Business Development Manager at Lothian, said: “We are delighted to extend our partnership with Exterion Media, who have managed our on-bus media space for a number of years. Lothian is committed to providing a reliable, cost effective service for our customers and the revenue generated from this partnership will enable us to keep our fares low, while at the same time invest in the latest low emission vehicles, newest technology and our people.”
Every year, Lothian’s fleet of 700 buses undertakes over 120 million journeys a year across Edinburgh, Scotland’s capital city and financial, cultural and tourist hub. The partnership will seek to improve the customer experience through innovative advertising solutions and generate non-fare revenue for Lothian.
Throughout Scotland, Exterion Media is the market leader in outdoor advertising on transport networks, with franchise partners including Strathclyde Partnership for Transport (SPT), First Bus, Stagecoach, National Express Dundee, and Abellio ScotRail.
As part of its investment in creativity in transport, this month Exterion Media is rolling out its Mega T-side product nationwide, in which Lothian will be one of the launch partners. The Mega T-side canvas will deliver a large creative space across 300 national buses – of which up to 25 will be with Lothian in Edinburgh. The 300 Mega T-side network will be seen by over 10 million people every fortnight across the UK, and 400,000 people in Edinburgh (Route). This recent investment follows the launch of the first phase of Digital Buses in London, where Google, the first advertiser, used the buses to display geo-targeted messages on the premium digital screens.
Gillian Godsell, Country Director for Scotland at Exterion Media, told us “We have a strong partnership with Lothian and are thrilled to continue working with them to deliver incremental revenue and more creative solutions across their network. We know that 99% of the Edinburgh population see bus advertising every week (Route) versus the 54% who read newspapers (TGI), making Lothian’s buses one of the most effective media platforms for advertisers in this city. Investing in Scotland is a key part of our business and our partnership with Lothian brings us a step closer to fulfilling our ambitious vision for the country.”
Exterion Media reaches over 47 million people every week across the UK through its extensive bus, metro and rail advertising portfolio.
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