Tuesday, 20 Sep 2016 09:51 GMT

Exterion looks to profits and Beyond

In a strategic move that will cause waves in the fiercely competitive out-of-home (OOH) media sector, Exterion Media has revealed a new partnership with data analytics company Beyond Analysis

“Working together will allow us to understand where people spend, when they spend and the brands they spend with—all tied back to the journeys they make,” says Mick Ridley, head of data at Exterion Media.

He adds: “Ultimately our goal is to help advertisers surface ads, content and offers that are relevant and timely; in essence to target the right customers for our brands based on real data rather than simple demographics. This makes advertising more effective for brands and more engaging for consumers.”

Ultimately our goal is to help advertisers surface ads, content and offers that are relevant and timely; in essence to target the right customers for our brands based on real data rather than simple demographics”

Exterion Media is Europe’s largest privately held OOH advertising business, while Beyond Analysis has what it describes as ‘a deep specialisation in financial services payment data’.

The latter will work to align consumer payment data with locations and journeys in order to strengthen and develop new insight, planning and measurement tools for Exterion Media’s agencies, clients, and partners.