Exterion Media, formerly CBS Outdoor UK, specializes in out-of-home advertising to urban audiences for leading brands across a range of sectors. Operating as a B2B media company comes with its challenges. Consumers are often unaware of the brand, making the process of gathering customer intelligence difficult.
In the past, Exterion relied on one or two research projects per year—an expensive, limited approach to finding out information about the attitudes, opinions and motivations of urbanites.
Exterion Media needed a way to engage continuously, in real time, with the urban audience their advertisers were trying to reach.
Exterion Media worked with Vision Critical to launch work.shop.play, an insight community composed of 10,000 urban consumers. To recruit members to the community, Exterion used their own advertising inventory, tapping digital campaigns and forging partnerships with other media owners, such as Time Out.
Through the work.shop.play insight community, Exterion engages urban consumers for their thoughts and opinions on advertisements and for insight into what motivates them to buy products and services.
Media and advertising agencies can turn to work.shop.play for meaningful feedback and insight from the traditionally hard-to-reach urban consumer audience.