Exterion Media and Kinetic partner to use beacons as a means of more effectively targeting consumers

Exterion Media has partnered with WPP-owned OOH agency Kinetic to encourage its clients to explore the benefits of using beacons to reach consumers via mobile with more relevant and targeted messaging.

Exterion Media and Kinetic beacons
Exterion Media and Kinetic underground beacons

As part of the strategy Exterion Media, Europe’s largest privately held out-of-home (OOH) advertising business, will attempt to install beacons across the nationwide Bus and Rail network, Westfield and the London Underground.

Beacons are central to Exterion Media’s ‘Urban Activation Strategy’ which connects consumers with brands via mobile around specific moments, habits or activities. When combined with OOH Exterion says it will let advertisers transform consumer experiences by sending targeted and timely content to mobile devices at moments when they are most receptive.

Glenn Iceton, group agency sales director, Kinetic, at Exterion Media, said: “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, said: “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.”