Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, and Kinetic, the UK’s leading OOH Agency and part of the WPP group, have announced a new partnership to encourage clients to explore the benefits of using beacons to reach consumers via mobile with more relevant and targeted messaging.
As part of their strategy to mobilise beacons across their nationwide Bus and Rail network, Westfield and the London Underground, this partnership will see Exterion Media work with Kinetic and their clients to test and learn more about how consumers and brands can effectively engage in the real world.
Glenn Iceton, Group Agency Sales Director – Kinetic at Exterion Media, said: “We’re hugely excited about embarking on this exciting new partnership with Kinetic to transform ordinary journeys into extraordinary experiences. This will be the first time that an agency and OOH media owner have entered into a large-scale trial designed to really understand the applications for beacons in the OOH space. The findings will help inform and shape Exterion Media’s future plans – engaging audiences and making inspirational experiences.”
Rosh Singh, Director of Digital Innovation and Head of Kinetic Active at Kinetic, told us “Beacons represent an exciting new opportunity to tie mobile and 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.”
Beacons play a vital role in Exterion Media’s Urban Activation Strategy, connecting consumers with brands via mobile around specific moments, habits or activities. Combined with OOH this enables advertisers to transform consumer experiences by sending targeted and timely content to mobile devices at moments when they are most receptive.
Marking a significant move by one of the mainstream OOH agencies to realise the potential offered by this technology, the collaboration 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 – with plans to expand across Exterion Media’s entire portfolio, which according to Route reaches over 92% of UK adults every week.