Transport for London (TfL) hopes its new £1.1bn advertising deal with Exterion can prove a catalyst to transform the ‘outdated’ outdoor advertising market and offer brands new opportunities to engage with its audience.
Santander took over sponsorship of the London Cycle Hire scheme last summer and claims it is already seeing a boost to brand metrics, with the deal helping the brand better engage customers and help them get ‘under the skin’ of the brand.
Every day, Transport for London measures over 30 million journeys on its transport lines. At this year’s Festival of Marketing, TfL’s marketing director Chris Macleod will explain the brand’s approach to customer experience.
Widely cited as the catalyst for making contactless pay go mainstream in the UK, TfL’s head of transformation delivery Mike Tuckett says London’s travel network is now focused on making public transport as “easy as buying a cup of coffee.”
While the majority of CMOs recognise the importance of using data in building relationships with consumers, many don’t believe they are capable of doing so according to a survey from EY and Forbes Insights.
From TfL’s move to let brands rename tube stations to P&G’s decision to cut its agency roster, Marketing Week rounds up everything you need to know from the marketing industry over the last seven days.
In the latest instalment in our video series exploring new technology, Marketing Week looks at how and why brands are using artificial intelligence to calculate the return on investment on sports sponsorship.