Commuters to be served digital ads based on proximity to outdoor media

The capital’s commuters will be served with digital ads promoting tickets for the Billy Elliot the Musical based on the likelihood of them seeing an outdoor ad for the show on their journeys.


The West End show is piloting the newly launched Zone Digital media planning tool, developed Joule and Kinetic, that aggregates existing outdoor planning data from research body Route and mobile data such as customer behaviour and demographics to target people more effectively by proximity.

Ads for the musical are served to people’s digital devices based on how likely they are to come into contact with an ad on their journey, a first for the advertising industry according to the tool’s creators.

It means people travelling within specific geo-fenced locations and routes where OOH advertising is running will be served with mobile banners and expandable ads for the tickets, rather than more intruding SMS and pop-up messages.

International entertainment marketing agency AKA is hoping the tool improves the effectiveness of the outdoor ads beyond a given proximity. While targeted promotions will not be served to Londoners within the same journey, the company will use the insight to identify better activation locations and more engaging creative to make its outdoor advertising more accountable. 

AKA joins a growing list of advertisers looking to leverage footfall data in urban areas to increase the efficiency of their media plans. Marketers rarely have the opportunity to overlay their outdoor data over digital campaign plans currently due to a lack of solutions available in the market. There is, however, a growing push from outdoor media firms such as Kinetic and Posterscope to provide more insight.

Weve, the joint venture company comprising of the UK’s largest mobile operators, is working with out-of-home media companies to help brands better understand how mobile media can be used to enhance their outdoor campaigns.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here