CBS Outdoor is most commonly known in Britain for its monopoly of advertising spaces on the London Underground network, including its truly engaging Look for Longer series. The second display in the series focused on brands featured in CBS Outdoor advertising spaces.

The outdoor advertising giant has announced today, however, that in future it will be known as Exterion Media. CBS Outdoor was acquired by Platinum Equity in September 2013. The company formerly known as CBS Outdoor reaches 73% of the world’s population and 91% of the world’s GDP through its advertising space.

“We are very excited to be operating under the Exterion Media brand,” Leon Taviansky, acting chief operating and financial officer, says. “It demonstrates a new chapter in the world of out-of-home advertising and we are looking forward to developing more insights and bringing innovation to a medium that continues to capture the eyeballs of millions of potential customers for advertisers.”

CEO Antonio Alonso will leave the company after four years at the helm. Tavinsky will lead the company until a new CEO is appointed.

Alonso says, "Exterion Media, the new name, is distinctive and memorable, and it works in all of our markets. It combines 'exterior', which shows that we are experts in outdoor advertising, with a sense of being always active and helping brands engage the audiences they are after.”

The actual brand loses some of the equity that was inherent in the CBS wordmark and iconic eye image. The new design is not as instantly-recognisable, but evokes the feel of the physical elements of out-of-home advertising.