Hello London, the ground-breaking media partnership between Transport for London (TfL) and Exterion Media, gives new opportunities for brands to talk to the London audience in innovative ways and generates vital revenue for London’s transport network. TfL and Exterion have been working together in the Hello London partnership for a year. Part of the collaboration was around the utilisation of data collected by TfL to better inform advertising investment decisions. This has led to ground-breaking work in the Out-of-Home advertising sector and the first example of this is Taps Segmentation. Developed by the TfL Data Science team, it allows Exterion to understand demographic patterns at stations based on aggregated contactless and Oyster card usage. This de-personalised data can be analysed for different times of the day and is a game changer – allowing Exterion to rethink how both their classic and digital inventory can be packaged and tailored specifically for clients. The presentation will cover how TfL and Exterion have collaborated, the approach used by TfL and how Exterion are using it to generate revenue which is reinvested in the transport network.

2. Transforming
operational data into
revenue for London’s
Transport Network
Mick Ridley & Dale Campbell

3. Exterion Media | European footprint
3

4. Exterion Media | engaging urban audiences in data-rich
environments across the UK
4
Rail Metro & Tram Digital
Bus TfL Rail Estate Retail

5. What is Hello London?
Our media partnership with Transport for London (TfL)
Covering the entire TfL Rail estate, including London
Underground, London Overground, Crossrail, DLR,
Tramlink and Victoria Coach Station
Advertising at 400+ stations across the London transport
network - 1.3 billion passengers a year
Our key focus areas are
• Data and Insights
• World Class Estate
• Partnerships
5

6. Hello London | digital rollout
6
Q1
DX3 Completes
Q2
D12 Completes
Q3
Videowall &
D6 Completes
Q4
Videowall &
D6 Completes

7. Elizabeth Line | launching 2018
7
An annual estimated footfall of
200 million

8. Source: Outsmart
14
19
23
29
32
38
44
0
5
10
15
20
25
30
35
40
45
50
2011 2012 2013 2014 2015 2016 H1 2017
%
DOOH revenue as a % share of total OOH revenue in the
UK

9. Exterion Media | strategy

10. and now for the
science part…

11. 11
19 million smartcard ticketing
transactions a day from 12 million
active cards
Over 700 Rail Stations
Over 19,000 Bus stops
Oyster and contactless data

12. 12
How can we use this data to better
understand the types of customers
using different stations and stops
at different times?

13. 13
Card BehaviourOyster &
contactless taps
• Favourite home station
• Favourite home stop
• Typical start time
• Favourite product
• Travel Pattern (Commuter,
Visitor etc.)
• Mosaic PS
• Etc...
Actionable Insight
Where and when should we run aTravel Demand
Management campaign?
Which users will be affected by a
planned closure?
Who should we notify in case of disruption?
What commercial offerings are
best suited to this station?
Customer insight

14. 14
Geo-Demographic Segmentation
UK Postcodes into
15 Summary Groups
composed of
66 Types
I - Urban Cohesion
J - Rental Hubs
K - Modest Traditions
L - Transient Renters
M - Family Basics
N - Vintage Value
O - Municipal Challenge
A - Country Living
B - Prestige Positions
C - City Prosperity
D - Domestic Success
E - Suburban Stability
F - Senior Security
G - Rural Reality
H - Aspiring Homemakers
Mosaic Segmentation

15. 15
3 million Registered
Cards
9 million
Unreg. Cards
Journeys Card MosaicType
Mosaic Type
%
Mosaic Type
Registration Postcode
Card Behaviour
• Station
• Mosaic Type
• 15-min period
SegmentedTaps
Mosaic Segmentation

16. 16
Registered Users
(25%)
Unregistered Users
(75%)
A
33 %
B
50%
C
17%
From Registration Postcode
Bermondsey (3763 Cards)
Mosaic Segmentation

17. 17
Registered Users
(25%)
Unregistered Users
(75%)
A
33 %
B
50%
C
17%
Bermondsey (3763 Cards)
Mosaic Segmentation
A
33 %
B
50%
C
17%
Join to taps made
by each user on the
rest of the network

18. 18
Mosaic Type Time Entries Exits
PenthouseChic 11:15 83 23
Metro High-Flyers 11:15 44 32
World-ClassWealth 11:15 37 19
Uptown Elite 11:15 23 24
Crowded Kaleidoscope 11:15 16 25
Earl’s Court
Aggregated Count Data
• Provides rich insight into types of
customers, by station.
• Ensures customer privacy is protected
• Applies across all London Underground
stations
The output

19. 19
The output

20. London Underground – week commencing 31st July 2017

21. Bond Street – Wednesday, 2nd August @ 7am Bond Street – Sunday, 6th August @ 4pm

25. Flexible approach to packaging & pricing
25
Broadcast
Pack
Sector
Specific Pack
Audience
Specific Pack
Portfolio
Client Pack
Bespoke
Client Pack
Flexibility

26. Conclusion
26
Clear benefit
to
Collaborative
approach
Identification
of commercial
revenue
generative
use cases
Revenue
invested back
into network
Uses beyond
Hello London:
• Station
management
and planning
• Retail planning

27. Questions?