The outdoor company has partnered with Tint, a San Francisco-based startup, to deliver branded social ads on to digital outdoor screen, retail stores, and mobile.
Brands will be able to use Tint as a content feed for digital out of home campaigns by sharing updates and making changes in real-time, which could be used to promote events, launches or tactical advertising.
The advertiser would need to create its own Tint feed, which can draw in social content from 13 different social media platforms, and then share the Tint link with Exterion Media, which displays the content across its outdoor media.
Dan Cresta, the director of partnerships at Exterion Media, told Campaign a brand, or its digital agency, would manage its social feed and would be in complete control of moderation.
Cresta said: "Immediacy is a key benefit as it can allow brands to deliver current and relevant content to different moments, environments and audiences; however this partnership also gives brands the opportunity to surface content and opinions of brand advocates across a range of dynamic feeds to create branded led content with a human touch."
The ads would be viewable across Exterion Media’s digital out of home network in London, which includes the London Underground, Westfield and National Rail.