Case Study: Exterion Media improves commuter engagement with Voxpopme agile video research

How Exterion used agile video to understand how commuters consume out-of-home advertising

Exterion Media, the out-of-home advertising specialist behind London Underground’s £1 billion advertising contract, wanted to better understand how commuters engage with advertising in transit environments. While quantitative research suggested digital ads may outperform static formats, Exterion needed richer context to explain why commuters responded differently and to support its investment in new digital screens across 60 station platforms. To do this, Exterion Media turned to Voxpopme’s agile video research solution.

Using Voxpopme, Exterion Media ran two fast, cost-effective qualitative studies and collected more than 200 self-recorded commuter videos over just two days per stage. Voxpopme’s video analytics helped quickly identify themes and sentiment, revealing a 40% uplift in positivity for full-motion ads versus static ads. The findings gave Exterion stronger evidence, clearer storytelling, and a deeper understanding of commuter perceptions, helping attract more advertiser investment in digital out-of-home formats.

Exterion Media