Exterion unveils plans for TfL

Following its win of the Transport for London contract earlier this year, Exterion has unveiled its plans for the capital’s transport network – which is expected to generate £1.1 billion for TfL over the next 10 years.

The new strategy, dubbed ‘Hello London’, will for the first time allow advertisers to target one audience across more than 400 stations – including all of the London Underground, London Overground, Tramlink, Docklands Light Railway, Victoria Coach Station, which sees around 30 million journeys a day.

Estimated to be worth around £150 million a year, the partnership aims to ‘declutter’ existing advertising space across TfL stations and trains and introduce fewer, higher quality advertising assets in both print and digital.

The transformation will include a number of new premium screens, new digital escalator panels, larger portrait formats and larger full-motion screens providing immersive content in key dwell-time locations.

In addition, Exterion said that it will use data and technology to make advertising more relevant to consumers and more effective for brands.

Advertisers will have access to an insight tool that draws on anonymous, aggregated data from Telefonica UK’s 25 million O2 customers, as well as a ‘Hello London Data Dashboard’ which Exterion said will “provide transparency on the quantity and quality of audiences in near real-time, and help build a 360 degree view of customer behaviour”.

The contract will contribute considerably towards TfL’s aim to make £3.4 billion in commercial revenue by 2023.