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Smart Steps &

Exterion Media:Driving Relevance in the Outdoor

Media Market

Nick HenthornTelefonica Dynamic Insights

Mick RidleyExterion Media

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Enabling smarter business decisions

25 million

Anonymised

Personal data eliminated and

hashed with ID

Aggregated

IDs grouped to crowd data, no

individuals are identifiable

Extrapolated

Algorithms applied to

represent entire UK population

Strict Privacy

Controls

Keeps customers’ data safe

and secure

Telefonica have one of the largest sets of data in the UK today.

mobile customers,

over 1/3 of the current UK adult

population

Insights based on real-time crowd behaviour

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MULTIPLE REAL-TIME DATA SOURCES GIVE POWERFUL INSIGHTS_

Understanding behaviours consistently over time

2 BILLION

Network Events

Every day

24/7

2 Years History

Mobile

Active

Behavioural

Passive

Apps

Websites

Browsing History

Cell Tower

(macro level)

In venue: Small

cell, O2 Wifi, GPS

(micro level)

Types of Data

Multiple Data

Sources

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Customer Location Insights

where We understand where and how customers move

how

FIND OUT WHAT MODES OF TRANSPORT THEY USE,

ACCURATE DWELL LOCATIONSAND JOURNEY PURPOSE

TRAIN

TO

FROM

WALK

BIKE

CAR

BUS

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iPhone 5S

MOBILE30 - 45

AGE

80th percentile

AFFLUENCE

SL6

HOME LOCATION

WC1

WORK LOCATIONTelegraph

PRINT MEDIA

Has Children

LIFESTAGEPhotography

INTERESTS/HOBBIES

Facebook, Flickr

WEBSITES

Paddington train

REGULAR ROUTE

Customer Profiling

Developing rich behavioural insights

13%

25%

29%

21%

9%

63%

80%

22%

75%

17%

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Transport

Viewing 100 million journeys per day to

understand demand, journey type & mode

of transport enables better transport

planning.

Understanding audience profiles enables

more effective media targeting.

Knowing who visits stores, how often,

from where and why enables better

decision making across a retail estate.

Media Retail

Customer Intelligence

Telefonica data now supports various industries

JourneysJourneysProfiling Decision-Making

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Understanding Behaviour_Telefónica Dynamic Insights

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From contract sign-up we know…▪ Gender: Male ▪ Postcode sector: NG13 8 ▪ Age: 50

From operating business (O2) ▪ Device type: iPhone 5 ▪ Activity summary

What DO we know?

Name Address Phone number

What we do NOT know

Mobile number represented as a

persistent hashed ID

#198JDgh79~mn436?kK*BZXf

A typical day

|

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Newark-on-Trent

Station

Crantham

Home

Drive 15 miles to Newark station

Phone pinged at 6:00amMultiple calls / texts made & received

|

A typical day

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Multiple cells + high speed + defined route

Multiple calls / texts made & received Multiple cell location updates Lose / regain connection (tunnels)

|Home

Newark-on-Trent

Watford

London

Crantham

Stamford

Peterborough

Huntingdon

Bedford

Stevenage

St Albans

Kings Cross Station

Newark Station

A typical day

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Kings Cross Station(Disappears from network)

London King’s Cross

Office: 20 Air Street (Re-appear on network)

SOHO

A typical day

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Over time, we understand even more

• Commuting patterns• Affluence• Digitality (browsing and apps)• Etc

So…how did the other 24,999,999 behave?

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Smart Steps Success Case

SMART STEPS SUPPORTING OUTDOOR MEDIA SALES.

1. Who flows through the network.

2. What is their traveller mission & mind-set.

Understanding the London Underground customer

SOLUTION OUTCOMEPROBLEM

Telefonica mobile data: Over time, we understand:

‣ Complimentary to existing data.

‣ Enables evolution of Insights.

‣ Enables valuable story creation for marketing.

‣ Commuting patterns

‣ Affluence

‣ Digitality

‣ Etc…

The London Underground

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Exterion Case Study_Telefónica Dynamic Insights

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Europe’s largest privately held Outdoor advertising business

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Leading positions in key markets

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Our journey to becoming a Digital Media Company powered by data

AudienceData Innovation

Partnership

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Data strategy

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Making it easier to do business with us

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Abi demonstration

DataAdvertising solutions powered by data

creating targeted broadcast opportunities

AudienceUnderstanding our audience

with insight at the heart

ReachReaching urban audiences

across 5 key European markets

Content, client, franchise, agency and

tech partnerships underpin everything

we do

Partnerships

OOH is in growth, new partnerships,

products and understanding of our

audience will deliver impact, action,

relevance and creativity

The future is bright

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BIG DATA

Big Data is an enabler for market change in the Out of Home Media sector.

TELEFONICA

Telefonica will continue to innovate in OOH and other channels with faster, more readily available data.

EXTERION MEDIA

Exterion Media will continue to explore the applications of mobile data insights in their business.

| Q&A SESSION |

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