Exterion Media, new name of CBS Outdoor to lead the interactive digital advertising business

Outdoor advertising specialist CBS Outdoor International will be renamed Exterion Media from 21 January 2014, after being acquired last September by the investment fund Platinum Equity.

Under a new name and with a strategy focused on expanding its interactive digital business, CBS Outdoor International it will be, from the 21 January 2014, Exterion Media. This change responds to the acquisition of the company by the investment fund Platinum Equity last September.

As Antonio Alonso explained, CEO of CBS Outdoor International (in the image), “Our new brand really highlights the fact that we are now an independent company. This means the beginning of an important stage, not only for us, but for the world of outdoor advertising in general”.

The acquisition made by Platinum Equity provides “a great business perspective, which is complemented by our deep knowledge of the sector and operational experience and will allow CBS Outdoor to accelerate the development of our current assets and expand our digital and interactive business”, Alonso emphasizes.

This new stage, under the name of Exterion Media, “It will allow the business to be developed in a more aggressive way to drive organic and rapid growth.”, as well as promoting new smart acquisitions - this manager points out -. We will continue to build the business around our positioning engaging audiences, that has led us to success”.

The new name and logo of the company is “is distinctive, easy to remember and works in all our markets”. As Alonso explains, Exterion Media combines ‘outdoor’ with the concept of always being on and helping brands reach their audiences, while “media” has been chosen to demonstrate that they are not only experts in outdoor advertising, but also in the media.

“Our new logo has been inspired by the shapes and proportions of our supports -continues Alonso-. The different components represent the audience; to our partners, clients and equity partners and, of course, to our human team, symbolizing that the whole is greater than the sum of the individual parts.”.

Antonio Alonso's goal is “to continue helping our clients reach their audiences.”, as well as continue to innovate and use new technologies with the intention of signing new agreements. As the industry evolves, “We will be one of the companies that will lead this change”.

In this sense, and according to data from the marketing consultancy Warc, 'market intelligence' expert, The outdoor advertising segment has been the fastest growing worldwide after the Internet, in which an increase in the 2,8% from this year to 3,7% in 2014.