Welcome to The Real World,Posterscope’s Out-of-Home landscape document that covers all the key facts and figures, market dynamics and drivers, revenues, new and relevant media and industry news and understanding the connected consumer.This document is updated on a monthly basis.
We live in a world changing at dramatic pace… Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research). Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation. And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere. The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure. Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary, 3rd party and client data. Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences. This mobility is on a global scale, by both land and air:51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision)Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
The world is being transformed by technology, changing how people behave, especially when Out-of-Home…This is evidenced by the way we are having to re-define OOHTraditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too.Today’s OOH media infrastructure looks very different...For example, it incorporates all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail communications.Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a posterAnd there’s a whole range of things that can be layered on top of straight advertising;Services (search, public utility content on screens)Experiential conceptsPlatforms (Facebook, twitter)Content (YouTube, DOOH ‘programming’)Commerce (virtual store posters, downloadable vouchers)Games (on mobile, DOOH or both together)So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent partsWhat’s interesting about the OOH ecosystem is that it overlaps with other major global ecosystems e.g.;Google (video – YouTube, search, mobile display, Gmail, Google+)Facebook (website, mobile app/site, f-commerce)apple (iPhone, iPad, iTunes, iAds)Amazon (app, website, affiliate)But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationalsPosterscope aims to help bring a lot of this together.
OOH is one of the only forms of media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time.
This section examines how we can understand the connected consumer in greater depth. It encompasses industry and proprietary insight, media owner consumer panels and Route, OOH’s revolutionary audience measurement system.
OCS is Posterscope’s proprietary consumer surveybased on a representative sample size of over 6,000 adults. It evaluates their OOH activities, their attitudes towards, and opinions of, advertising in different environments, and importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis may include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
Posterscope’s Out-of-Home Consumer Survey (OCS) is now present in 30 countries with a total of over 100,000 respondents. In the UK the survey is now in its 6th incarnation, has a total sample size of 6,827 and incorporates over 40 OOH formats in the analysis. Posterscope launched the 6th edition of its OCS research in February 2014. This included many valuable new planning insights particularly around moods and mindsets, grocery shopping and the use of mobile platforms for researching products and services.
So for example OCS can allow us to understand consumer shopping habits…
IPATouchPoints is a unique, consumer-focused, multi-media database which has been produced in response to the needs of the communications industry, specifically to provide insights into how people use all media. TouchPoints’ Hub Survey provides a detailed view of ‘a week in the life’ of consumer behaviour. Respondents record their activities every waking half hour over a seven day period, giving a unique view of people’s daily lives and how their media usage fits into these patterns. TouchPoints, now in its 4th generation, is a two-pronged system which comprises of an e-diary and a self-completion questionnaire:The e.diary- Active purchasing each half hour. They also ask the respondent to tell themhow much they have spent if they have bought something. This allows them to find out more about purchasing behaviour in general. Where people are when they are buying – how much of it happens online or when they are out and about. Whether major purchases at the point of sale are made when people are with others or when they are alone. And of course to enable them to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions a screen of 12 emoticons have been added which respondents are asked to click on to reflect their mood state. The Self Completion Questionnaire: - More questions have been added on social networking and use of social media. - The technology section has been revised to reflect the ever changing technology market and questions about use of tablets and e books have been introduced.-In the television section respondents are asked about the platforms they use to watch content including ipads, internet connected televisions and 3D TV sets. -There are also new questions relating to product placement on television for the first time. And the VOD questions have been completely revised and expanded. - For radio respondents are now asked about radio listening via an app with frequency levels. -For newspapers and magazines respondents are now asked about readership via electronic devices for the first time, by title. - The outdoor section has been revised to include more questions about digital screens. - The gaming section has more questions relating to games played on the internet rather than just hand held devices. - The internet section has been radically revised and now includes many more frequency questions in terms of both sites used, activities on the internet and location of use.TouchPoints 5 is expected to launch at the end of March 2014.
VirtuoCity is a joint insight project between Posterscope and JCDecaux and was voted ‘Best Research Paper’ at the 2012 MRG Conference . It is a four minute driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondent’s eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the virtual city. These OOH variables included size, orientation, frequency and animation. The brand creatives and poster locations were rotated for different respondents, so the results were based on the advertising variables rather than the creative.VirtuoCity provides great insight into levels of fixation, recall and the ‘engagement index’ for OOH exposure elements.In future months we hope to transfer these learnings from the virtual world into the real world to plan OOH more effectively.
JCDecaux’s Connected Commuter, run by On Device Research, is a mobile panel of 1,500 rail commuters from London/South East and provides insight across a wide number of categories. Surveys have included finance, supermarkets, fashion, media, travel, motoring and insurance amongst others.In addition to this, in May 2013 JCDecaux launched its Connected Youth research initiative plugging in direct to 1,000 urban mobile-connected 15-24 year olds and enabling advertisers and agencies access to their opinions, habits and lifestyle choices. The Connected Youth community, also run through mobile research specialist On Device Research, gives brands up-to-the-minute insight from one of the hardest to access social groups. To further connect with this group JCDecaux have also developed an app to talk to its Connected Youth community on smartphone devices. JCDecaux will deliver short weekly surveys that will ensure advertisers get the information they need, when they need it. JCDecaux will also offer bespoke surveys at the specific request of agencies and advertisers to its Connected Youth community.
Ngen ,a unique audience insight community,was launched in June 2013.Dixons Store Group and Channel Five are among the brand partners for Clear Channel’s new audience insight community Ngen, which allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with 400 engaged and connected 18-34 year olds from eight major UK cities. The community will cover a wide range of topics close to the hearts of its participants, creating great insight for this influential audience. Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics.Run in collaboration with Crowd DNA & Trajectory Partnership, Ngen ran for an initial 18 weeks, alongside two waves of quantitative online research in the summer and autumn of 2013. A dedicated website which can be accessed by Clear Channel and their partners houses insights gained from the research including photography, video, quotes, survey results, analysis and third party literature.A full report will be released in early 2014 capturing all aspects of the project.
work.shop.play is an online research panel consisting of people aged 16+ who work, shop and play in the UK’s urban areas. It quickly provides up to date research and insight into the urban audience’s opinions, mindsets and behaviours, which can be used by Exterion Media to generate valuable audience insight and help shape clients products, services and communications. Weekly studies are run to generate behavioural, motivational and product usage insights about our audience. To ensure panel members are kept engaged and consistently feeling part of ‘The Urban Community’ – an interactive platform has been built, hosting a programme of rewards and benefits in order to incentivise participation.The panel is nationally representative with an up-weight to account for London audiences, and a total size of 10,000+ members. Vision Critical host the panel on behalf of Exterion Media.Work.shop.play now have an interactive dashboard available here: www.exterionmedia.co.uk/insightIn addition to this, insight for some individual categories is also available through brochures such as The Look Book and Urban Food.
Route, which launched on February 26, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – which acts as a catalyst to allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.£19m was invested in the research which took 4 years in the making.
The research study, undertaken by IpsosMediaCT and MGE Data, combines several elements: - The largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year.- A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM).- Also from the TIM, the realistic opportunity to see (ROTS) has been calculated- Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research accounts for scale, orientation and distance. It also calibrates properties such as movement and illumination.
Route, based on a sample size of 28,000, encompasses all outdoor environments – roadside, bus, Underground and train are already featured, with retail, airport and pedestrian environments to follow soon. Additions such as leisure and taxi audiences are expected to follow in 2015. The launch data includes 360,000 frames for road, bus and tube. It is designed around hyper-local geography allowing you to select from 24 conurbations or the 14 BARB areas.
With the release of Route there is a significant opportunity around the use of the data, as it can be the catalyst for the industry to behave in a very different way. Route is not a planning or optimisation tool, (more a detailed reporting tool) but as investing underwriters, Posterscope (along with Kinetic, Rapport, CBS, JCDecaux, Clear Channel and Primesight) have unique access to the ‘raw’ IPSOS data files (which includes all the recorded information for the 28,000 respondents in the GPS travel survey and the full frame universe database together with all of the visibility characteristics that contribute to the audience delivery). In addition we have the gold standard algorithmic code that is the basis for the outputs from the collected data. This dataset is a crucial element in our development of a unique proprietary planning tool, and trading by audience.
Sources:Science Omega, 12th April 2013http://www.thinkwithgoogle.comhttp://www.thinkwithgoogle.comMedia Week, 14th August 2013Evening Standard, 3rd June 2013LoveUKGoogle InsightBusiness Insider, October 2012Evening Standard, 3rd June 2013
Sources:Science Omega, 12th April 2013http://www.thinkwithgoogle.comhttp://www.thinkwithgoogle.comMedia Week, 14th August 2013Evening Standard, 3rd June 2013LoveUKGoogle InsightBusiness Insider, October 2012Evening Standard, 3rd June 2013
Examples of convergent OOH campaigns….March 2013 saw the launch of Posterscope, Proxama and Clear Channel’s latest OOH campaign for KFC. Utilising over 400 of Clear Channel’s NFC-enabled UK outdoor media sites, the campaign promoted KFC’s Hot Shots Box Meal and encouraged consumers to tap or scan for directions to their closest restaurant.All OOH site locations were stored on Proxama’sTapPoint™ platform. Tapping the NFC tag assigned to the panel redirected the consumer to a Google Maps page; this identified all of the KFC restaurant’s within their vicinity and provided them with walking directions to their closest one.The campaign ran for 2 weeks across the UK and gathered a lot of attention from passers-by. Many consumers interacted with the campaign via NFC and QR. Highlights included:- 60+ interactions per day-3rd most interacted phone was NFC-enabled-3rd of all campaign interactions were via NFC
The vast majority of global digital screens are internet connected (excluding China, where content updates are largely conducted physically). This enables content to be changed quickly and cost-effectively, plus allows advertisers to optimise activity in real-time, based on variables such as sales, search etc. Optimisation can involve anything from creative content featured, to airing location / time / day etc. Thus screens can be used reactively and tactically. Content can be redistributed from other digital sources – allowing for integration with other bought / owned / earned digital media and new data feeds, plus enabling a variety of other interactive and content-sharing options.LIVEPOSTER allows us to broadcast dynamic real time advertising to digital out of home screens. UK jobsite reed.co.uk is launched a digital out-of-home campaign featuring live vacancies as they are posted to the website. The campaign includes national rail and bus shelter ads from JCDecaux and Clear Channel and sits alongside the brands current TV push. Working with LIVEPOSTER, the out-of-home push features reed.co.uk’s ‘Love Mondays’ messaging, originally developed by Contagious ContentRead more at http://www.thedrum.com/news/2013/01/24/reedcouk-launch-digital-outdoor-push-liveposter#jTwBVyagCzVKMXP3.99
Posterscope embedded interactive digital screens in 20 bus shelters around the country to show hyper-local consumer generated reviews on Yell. Users can drill down into more detail to read the full review using the on-screen interface.
To promote their 123 Current Account and credit card Santander wanted to save the people of Shrewsbury £1 million. They did this by creating a three day event in the heart of the town with experiential staff capturing the combined savings for if everybody switched to the 123 Products. Posterscope assisted with this project by creating new out-of-home displays across the town.
John Lewis, the official department store of London 2012, wrapped its Oxford Street and Westfield Stratford City stores in spectacular fashion, with branded banners as part of its support for the Games. The Oxford Street store was wrapped with an asymmetric British flag, whilst a banner displaying medals made from items shoppers could buy in store went up at Stratford. The campaign, executed by Posterscope, formed part of a wider campaign targeting both domestic and international tourists while they are around the Olympic venues and travelling across the capital
Twentieth Century Fox promoted the launch of its latest film Walking With Dinosaurs in December with an augmented reality experience at Westfield Stratford.Visitors to the shopping centre in east London could become immersed in the world of dinosaurs.During the innovative experiential event, which was unveiled on Monday 16 December and ran until 22 December, visitors could meet and greet the star of the film, Patchi, as well as see and hear the dinos brought to life all around them using augmented reality technology.The project was delivered by psLIVE.
psLIVE put on a surprise ‘pop up concert’ featuring Lawson within the LGW airport terminals over the Christmas period to promote British Airways.The concept of the gig was to disrupt the airport environment. In order to ensure there was authentic disruption and to genuinely surprise passengers, production elements were designed to blend in with the environment. Staging looked like Christmas presents, positioned around the Christmas trees already in place at the airport and all sound equipment was disguised behind draping.A back drop featuring BA branding and the dedicated hashtag was erected behind the staging to provide clear brand association with the activity.Lawson made their way through the Arrivals Hall together as they played acoustic versions of their hits. Stunned passengers followed the band as they made their way to a stage in the central atrium to continue the gig!A film crew was on site at both terminals to capture the action. The video was featured across the social media channels of both BA and the band and paid for media.
Online fashion retailer, Very.co.uk, launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One. The ‘window shop’ incorporated both NFC and QR code functionality which allowed passers-by with smartphones or tablets to scan and shop the collections on the Very.co.uk website. Purchases ordered before 9pm were delivered for free the following day. The windows featured three of Very.co.uk’s key festive trends, Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which were specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the e-tailer. The campaign was planned and bought by Posterscope and Carat.
During a fictional graffiti billboard campaign promoting the demise of GioCompario, Twitter saw a huge increase in buzz. OOH was the only live broadcast media during this period proving its power to influence digital behaviour. Brand Objectives:Increase brand considerationCreate a unique & authentic graffiti campaign in OOH Tactical Planning: Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
MINI Fan the Flame. In this campaign, executed by Posterscope Belgium, MINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time…Whoever’s ‘burst of flame’ broke the rope and set the MINI Countryman free, got to keep the car.
Samsung held a live event in Portugal to showcase the capabilities of the Galaxy Note 10.1. An outdoor advertisement featured a remotely-located artist on a two-way digital screen, who was asked to draw caricatures of passersby in real-time.Those who stood in front of the interactive billboard could watch the artist live on the giant screen as he drew their picture. Instead of using paper and a pencil, he was given a Samsung Note 10.1 to create the caricatures.Afterwards, he revealed his drawings to the subjects and the pictures were also posted on Samsung Portugal’s Facebook page.
Fanta launched a highly interactive OOH campaign to target teenagers, which offered them the chance to physically connect with the brand. Users were encouraged to participate on a range of challenges and games through a targeted national 6s campaign, designed to seamlessly drive consumer engagement with the brand from offline to online. The ‘Fruit Throw’ game, which took place on 10 interactive screens strategically located where teenagers typically socialise, allowed users to play the game directly on screens on roadside bus shelters and shopping malls. The screens also featured a local leader board. Consumers were further encouraged to engage with the brand through Fanta branded bus stops, which were adorned with moveable Fanta stickers. People could take photos of themselves pulling their best ‘Fanta face’ with the stickers and post them on the Fanta Facebook page for a chance to win prizes. In addition, other roadside and mall 6s encouraged teens to take part in challenges, posing with 6s and uploading their photos to Facebook. Created by Posterscope and Publicis.
Posterscope worked with digital and design agencies Work Club and AllofUs to create the “Window of Intensity” for coffee brand Carte Noire Instinct at Westfield Stratford. A shop window was transformed into a unique sensory experience combining sound and real-time generative visual effects across a five-metre LCD video wall. Using a live HD video feed, motion-tracking technology and Microsoft Kinect, the public see their surroundings transformed through visual effects ranging from immersive colour trails, weather alterations to crystallising patterns, triggered by motion and proximity. The closer the user is to the window the more intense the experience, emulating the intensity inside every tin of Carte Noire.
As the web becomes increasingly hyper-local and businesses / consumers create more location-based data, there are huge opportunities to use the latter to inform and optimise OOH planning, plus measure effectiveness.Electronic transport tickets, sat navs, loyalty cards, mobile search, mobile wallets, plus numerous websites / mobile apps are just some examples of how technology is being used to create location-specific data trails – all of which have the potential to help determine which OOH sites, day-parts, and creative treatments are most effective for a particular campaign.Location based tweets provide an ideal data set to mine, thus helping us infer which posters may be more effective in influencing a consumers digital behavior. The map shows tweets generated in Nottingham in a 7 day periodThe pins show poster locations, while the color represents the associated index of the volume of tweets (generated in a 200m proximity to the poster). Red pins are the highest indexing posters that people tweet in proximity to.
Strava is website and mobile application used by runners and cyclists to track runs and rides through GPS. Combining stat tracking with social networking, it provides route rankings, reward badges and timed challenges to its users.The Strava map above shows cycling activity during the night of the Dunwich Dynamo, 20-21 July 2013, when a thousand or so people cycled from London to the Norfolk coast.A snake of light shows the riders gliding through the night, while the bright lights appearing all over the UK and Europe are regular users of the app.This data source provides fascinating location based data trails and helps us identify which roads index highest to target cyclists in the UK, helping us make a more data driven approach to selecting roadside locations to place OOH posters. http://lcc.org.uk/articles/strava-map-shows-hundreds-of-dunwich-dynamo-cycling-trips-from-london-to-the-norfolk-coast
OOH and mobile display media have a symbiotic relationship: audience, location and recency. However often planned in silos for each channel. Our approach is to integrate planning efforts to these OOH mediums. Right now, the consumer public is acting through their mobile after seeing a poster and vs. the national average the smart phone audience after seeing a poster are twice as likely to: check in, download the app, tweet, visit a brands Facebook page. With Nokia, we are pioneering in this space to test the effectiveness of planning with an integrated approach.
The internet has seen a huge uplift in the past decade- from almost no revenue in 1999, to becoming the largest advertising media today. This rise has been at the expense of press, with newspapers and magazines seeing dwindling revenue. Those papers which have adapted to online formats have survived whilst local newspapers have suffered. Outdoor, TV and Radio have maintained a similar share of voice across the period.
OUTDOOR UP 2% OVER THE OLYMPIC YEARQUARTER 4 GROWS 7% YEAR ON YEAR TO A RECORD £277MFULL YEAR FIGURE NOW £990M, ON THE BRINK OF BREAKING THE BILLION POUND THRESHOLDEIGHT QUARTERS OF THE LAST NINE HAVE SHOWN GROWTH The Outdoor Media Centre (OMC), the trade body for outdoor media owners, announced total revenues for October to December 2013. For the quarter, the headline total reported across all outdoor is £277.3m, which represents growth of 7.2% year on year and is the biggest quarter’s revenue ever reported in the UK. Digital revenues amounted to £64.6m, up 15%, and also recorded its biggest ever quarter. Digital accounted for 23% of the total.Mike Baker, CEO of the Outdoor Media Centre comments: “It’s remarkable to have followed an Olympic spike with further growth. Outdoor is a sure-fire way to reach the right consumers in the active space, the right contexts and the right mindsets, and as a result advertisers are multiplying: we now have 158 million-pound spenders in outdoor, up from 149 last year.”Categories which spent significantly more in the quarter on Outdoor include retail, entertainment, travel, drink, computers, clothing and cosmetics. The top 10 advertisers in the quarter according to Nielsen for Q3 were (in descending order) Samsung, British Sky Broadcasting , Twentieth Century Fox, Lloyds Bank, Vodafone, Warner Bros, Google, Microsoft, Talktalk and Molson Coors. For the year as a whole, revenues were up 2.0% in 2013 and now stand on the brink of breaking the billion-pound mark, at £989.6m. This follows growth of 9.9% in 2012, when Outdoor was the principal media beneficiary of the London 2012 Games. Underpinning the growth has been a continued period of sustained investment by more than a dozen media owners, chiefly in new digital sites. Around £50m is estimated to have been invested in the past year in sites as varied as airports, malls, railway stations, roadside, supermarkets, freestanding units in pedestrian precincts, and an ever expanding array of spectacular large format sites in Britain’s major cities.
February 2014Sector 2014 2013 %difference Entertainment and Leisure £21.1m £23.8m -11.5%Telecoms £12.1m £13.8m -11.7%Finance £10.4m £7.3m 41.8%Travel and Transport £8.5m £7.1m 19.8%Govt/social/political organisation £8.0m £4.9m 64.7%Food £7.0m £5.8m 20.4% Motors £5.7m £11.5m -50.2%Computers £4.0m £2.1m 87.1%Media £4.0m £3.7m 6.1%Drink £3.0m £3.7m -17.4%Other £10.7m £13.0m -17.9%Overall market £94.5m £96.8m -2.3%Overall the market is down 2.3%... (data up to 28th February 2014)
NB: data is based on individual company as opposed to overall holding company which would show a different ranking. February 2014 Advertiser 2014 2013 %difference BSkyB £4.4m £3.4m 29.0%Lloyds Bank £2.9m £1.4m 114.7%Dept of Health £2.6m £929.2k 182.0%Itv £2.4m £917.5k 157.5%Twentieth Century Fox £2.2m £3.3m -35.1%StudioCanal £2.0m £486.0k 309.9% KFC £1.7m £1.8m -7.2%McDonald’s £1.7m £1.8m -7.9%Samsung £1.7m £583.1k 190.3%Talktalk £1.7m £538.9k 213.3%Top 10 £23.2m £15.2m 52.5% (data up to 28th February 2014)
2014 2013 YOY6 sheets £36.1m £30.8m 17.2%48 sheets £12.8m £13.7m -7.1%Specials £1.2m £2.4m -51.2%96 sheets £4.8m £12.4m -61.1%Large Digital £5.2m £3.9m 33.7%Miscellaneous sizes £1.3m £1.5m -16.4%Total £61.3 £64.8m -5.3%(data up to 28th February 2014)
2014 2013 YOYTube £12.0m £12.1m -0.9%Airport £6.0m £6.5m -7.8%Bus £6.1m £8.1m 24.1%Rail £9.2m £5.4m 68.9%Taxi £0.00 £0.00 -Total £33.2m £32.0m 3.7%(data up to 28th February 2014)
Media owner SOVJCDecaux 31%Exterion Media 23%Clear Channel 21%Primesight 8%Others 17%
Strapline: Media where it mattersAbout:JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Reporting €2,623m in revenue in 2012 JCDecaux now operates in 55 markets worldwide and is market-leader in the UK.Key Formats: Roadside: Large and small-format locations nationwide including The Platinum Collection of premium sites such as the M4 Torch and Old Street Roundabout, national 6-sheets and national StreetTalk phone kiosks.Rail: National networks of large and small format digital and poster sites, key locations such as Euston Motion and immersion zones that deploy wraps and digital screens.Malls: National digital networks across premium malls including the high-profile M-Vision portrait screens and a national digital 6-sheet network.Supermarkets: National 6-sheet networks at ASDA, Tesco, Morrisons and Waitrose.JCDecaux Airport: Digital and high impact media space at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, Eurostar at St. Pancras International, London Luton and Eurotunnel.Experiential: JCDecaux Live reaches audiences at multiple locations including Covent Garden and Canary Wharf, London Underground, UK airports, premium malls, national rail stations, student unions and leading venues from ExCel London and the LG Arena to the NEC.Geography: Nationwide across environments in all the key cities across the UKAreas for Investment: Roadside: Continued investment in digital following the digitisation of The Cromwell Road Digital Gateway. Key new digital locations set to launch including The M4 Tower and The Holland Park Tower.Rail: Waterloo Motion set to launch at Waterloo Station. Continued expansion of Transvision and D6 networks.Retail: M-Vision will expand to further premium malls as D6 network extends.Digital investment at Tesco.Airport: JCDecaux Airport will unveil digital and high impact media space for Heathrow Terminal 2 launch.Experiential: Newly launched division JCDecaux Live links experiential to screens in malls and rail stations and is set to expand the multi-environment portfolio further.Research: Exclusive and bespoke insight from JCDecaux’s Connected Commuter and Connected Youth communities.‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport.http://www.jcdecaux.co.uk/
Strapline: Where brands meet peopleAbout:Part of Clear Channel Communications Inc, the American-based global media and entertainment company, CCO was bought out by venture capitalists in 2008 and in 2012 posted revenues of $6.2bn worldwide. Built on the foundations of a national network of bus stop 6 sheets, the UK business has since expanded via an extensive portfolio of iconic, digital and mobile assets.Key formats: 6s (Adshel, Sainsbury’s and shopping malls), 96s, 48s, Connect phone boxes, digital portfolio (D6s, M6 digital portrait tower, socialite, D48s, The Big Screen at the Trafford Centre), pinnacle (backlight 96s, halo mega 6s, banners and tower mega 6s).Clear Channel UK’s expanding digital portfolio includes LD6 in the capital, and desirable environments across the UK. Geography: nationwide Key areas for investment: special builds, digital and interactivity; Storm-Storm is designed to revolutionise premium digital out-of-home. It launched with The Chiswick Towers and Cromwell Road Tower, The A40 Power Station and Coventry House at Piccadilly Circus. The portfolio will be further strengthened with the North London TowersMobile platform- Clear Channel UK and Metro have announced a partnership that will bring free content to commuters at mobile-enabled bus shelters with interactive tags right across the UK. Research: Ngenhttp://www.clearchannel.co.uk/
Strapline: Engaging audiencesAbout:Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. CBS Outdoor has now rebranded to Exterion Media. Key formats:Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPsBus: T-Sides, Supersides, Streetliners, Bus Interior PanelsRetail: LCDs, Large format LEDs in Westfield London and Stratford and One New ChangeRail: 48, 16, 6, 4 Sheets, LCDs Geography: LondonIf you want to talk to the influential Londoners, we own London with 80% of panels including London Underground, DLR, London Tram, digital, Buses, National Rail & Westfield.Sole rights to London Underground.Exclusive contractors to Westfield, London, Westfield Stratford & One New Change.NationalBus: 34,000 buses on 12,000 routes travel around the UK’s urban centres daily and 5.2 billion passenger journeys per year in the UKNational Rail: 30% of entire National Rail coverage (100% in Wales, 77% in Scotland, 75% in England).This equates to an annual footfall of 408 million.Key areas for investment Expansion of our National Rail & London Underground digital assetsIlluminated New Bus For LondonKings Cross digital escalator panels expansionPerformance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October.Birmingham Express – Roadside digital panelIncreasing retail offering ResearchExterion Media’s urban audience panel work.shop.play. provides us with weekly insights into the urban audience.It is the largest urban audience online research panel of 10,000 people aged 16-55 from London & other key UK urban areasThe London Worker Planning Tool provides information on all London workers, including the 700,000 who don’t even work in the capital. It is a quantitative study to understand London workers who are drawn to the capital to work, shop and play.Using an online survey of over 3,000 respondents, data has been fused with TGI and Touchpoints to give deeper insight into London workers.We have dashboards hosted at http://www.exterionmedia.co.uk/insight/ where you can tap into this rich stream of info.http://www.exterionmedia.co.uk/
Strapline: Results are our cultureAbout:Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK-based business which posted turnover of £60m in 2011. Key formats:6 sheetsRoadside- 9517Cinema- 967Cinema digital- 13148 sheetsRoadside- 5674HD- 197BL- 37369 sheetsRoadside- 416HD- 110BL-63Glasgow subwayDEP- 486 sheets- 152Digital 6 sheets- 20Geography: National coverage with sites in all major cities across the UK and Glasgow UndergroundInvestment:Primesight has spent millions in recent years investing in our estate and portfolio including: HD 48’s, HD 96’sBacklightsIlluminations- i.e. 6 sheets outside key convenience storesIllumination enhancement project via LEDDigital, 6 sheetsDEPs x48Ongoing audit of panels across the UK is continuousRecent improvements have been made to key sites such as Waterloo/ Elephant and CastleProprietary insight: PrimemobilePrimedesignHitwiseEPOSShopwyreGeofencinghttp://www.primesight.co.uk/
Strapline: The Art of OutdoorAbout:A relative newcomer to the OOH scene, launched in 2005 Ocean Outdoor is a boutique, UK-based media company pioneering creativity in digital OOH via an expanding portfolio of large-format, high profile sites.In May 2012 a management buyout, backed by LDC Capital, purchased the business from Smedvig Capital for £35m.Keyformats: Ocean specialises only in large-format digital (i.e. sites such as Eat Street @ Westfield London), iconic landmark and super-premium banner locations. 50% of Ocean's inventory is traded by day part, hour, minute or even gender.Geography: Oceans has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow. Key areas for investment: Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. The Grid: In September 2013 Ocean launched The Grid the UK's first large format, full-motion, city-centre network. The Grid consists of 7 key digital outdoor locations in London, Birmingham, Liverpool, Manchester, Leeds & Glasgow & has increased Ocean's UK coverage. Ocean Labs: Allows us to test the very latest Out-of-Home innovations such as gender recognition technology, sound showers as well as mobile integrated campaigns. We launched 4 new sites across the regions: Leeds city centre (first exterior DOOH screen in Leeds city centre), Glasgow & Liverpool.Research: The Science Behind the Art of Outdoor In part in response to Route research being launched, we recently commissioned some Neuroscience research that looks into the true impact of Out of Home advertising. Neuroscience identifies the wow factor at the heart of great outdoor. A theoretical model, grounded in neuroscience, says that to get great results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response serves memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviours.KEY NEUROSCIENCE LEARNINGS: Neuroscience identifies the Wow factor at the heart of Outdoor. Premium Outdoor sites generate stronger emotions by impacting the right brain.Digital sites offer elevated engagement because our brains are programmed to respond to changes in our environment.Creative, when framed by a premium site, works much harder for the brand.The most iconic sites have a powerful priming effect delivering elevated impact for the campaign beyond the initial viewing.http://www.oceanoutdoor.com/https://vimeo.com/73369556
Outdoor Can Change the WorldPosterscope and our industry-leading panellists were at this year’s Advertisng Week Europe discussing their views on how data, real-time, hyper-local and technology are revolutionising creativity and effectiveness in the world’s oldestand most ubiquitous medium.The event took place on the 31st March and featured speakers including: Charles Vallance, Founder and Chairman, VCCP (Chair), Chris Gobby, Head of Data, EE, Michael Iskas, Global Chief Innovation Officer, Carat, Theo Theodorou, GM EMEA, xAd Location Based Mobile, Glen Wilson, Managing Director, Posterscope.
Clear Channel Outdoor Planning Awards 2014 Shortlist RevealedAmong the outdoor specialist agencies Postercope is out in front with eight nominations, while Kinetic had five shortlisted entries, Talon has four, Rapport has three and Meridian has two.This is the eighth year of the outdoor planning awards and winners of the five award categories and the Grand Prize, selected from the five category winners, will be announced at an invitation-only event on 23 April.The judges included leading media planners including Adam Foley, the head of strategy at StarcomMediaVest Group, Ian Edwards, the managing partner, strategy at Vizeum and Hamid Habib, a managing partner at OMD UK.Chris Pelekanou, the commercial director at Clear Channel UK and one of the judges, said: “Great planning in outdoor advertising helps brands connect with their target audiences with pinpoint precision. I was blown away by the brilliant planning behind this year’s entries.“This is the eighth year we have run these awards with Haymarket Brand Republic Group and my fellow judges agree that this has been one of the most inspiring set of entries since the award’s inception.”Philip Smith, the head of content solutions and Studio, Haymarket Brand Republic Group, chaired the judging panel.Also on the judging panel were Jo Lyall, the joint head of client leadership at Mindshare; Mike Baker, the chief executive of the Outdoor Media Centre; Sally Weavers, the managing director at Initiative; Sarah Leach, the connections and media director for North West Europe and the Nordics at Coca-Cola, and Simon Andrews, the founder of Addictive.Each of the five category winners will receive a prize of £1,000, while the overall Grand Prize winner will receive £30,000 of advertising space with Clear Channel for the winning client and a luxury short break for two for the winning planner.For more information on the awards please visit: www.clearchannel.co.uk/planningawards. The full list of shortlisted entries for 2014:Best use of digital in outdoorDanone, “Volvic juiced” by Kinetic, MEC, Frank PR and Grand VisualGoogle, “Google outside” by Talon, OMD UK, R/GA and Grand VisualJohnson & Johnson, Benadryl “social pollen count” by Kinetic and MECMini, “Mini not normal” by Posterscope, Vizeum, Iris, Liveposter and KoffeecupRBS Group, NatWest “NatWest mobile banking” by Meridian, ZenithOptimedia and Liveposter Best use of outdoor in a multi-media campaignBSkyB, Sky Broadband, “fibre launch” by Rapport and MediaComConfused.com, “quickquote” by PHD and TalonFox Home Entertainment, Skyfall, “Skyfall DVD” by Posterscope and VizeumMattel, Scrabble, “#scrabblechallenge” by Posterscope, Carat and LiveposterPepsico, Tropicana, “paint London orange” by OMD UKSpecialist Holiday Group, Sovereign Luxury Holidays, “stark contrast” by Rapp Media Best use of continuity in outdoorBT, BT Sport, “channel launch” by Posterscope and LiveposterCoca-Cola, “#shareacoke” by Posterscope, Vizeum, MediaCom and LiveposterNestle, Nestle Confectionary, “long term laydown” by PosterscopeSamsung, Multiple Brands, “long term holding” by Rapport and CheilSony PlayStation UK, PlayStation 4 “PlayStation 4 Launch’ by Manning Gottlieb OMD, Talon, Grand Visual, Curb Media and Drum Best use of innovation in outdoorBritish Airways “#lookup” by OgilvyOne and PosterscopeO2 “4G” by Meridian Outdoor, ZenithOptimedia and NewcastUnilever, Lynx “Lynx Apollo” by Kinetic, Mindshare and Grand Visual Best use of multiple formats in outdoorArt Everywhere by Posterscope and VizeumCamelot, National Lottery Instants, “surprising numbers” by Havas Media, Talon, Grand Visual and OMD UKDiabetes UK, “care connect campaign” by Kinetic and The Gate WorldwideMicrosoft, Microsoft Office 365, “work from anywhere” by UM London, RapportTSB, “launch of TSB Bank in the UK” by Kinetic and MECVirgin Trains, “fly Virgin Trains” by Manning Gottlieb OMD Via: Brand Republic
TfL and Clear Channel Team Up to Trial Interactive London Bus StopTransport for London (TfL) has partnered with media and advertising company Clear Channel UK to trial a real-time mapping tool at a Regent Street bus stop.The new mapping tool – the first of its kind to operate in a UK bus shelter – was developed and funded by Clear Channel to coincide with the Year of the Bus – a celebration of both the heritage of London buses and a look ahead to their future.Positioned on one of London’s busiest shopping streets at Piccadilly Circus’s bus stop ‘G’, the state-of-the-art digital screen incorporates TfL’s data feed of live departure information to allow passengers to track their bus in real time. Alongside live bus arrival information, the interactive panel offers wider transport network updates from the London Underground and real-time availability of nearby Barclays Cycle Hire bikes and docking points.The panel also offers local area information including maps and walking routes to tourist attractions, theatres and shops. Over the next two months, customer interaction with the panel will be monitored, by Clear Channel UK, and analysed to enhance the service.With seventy per cent of Londoners now owning a Smartphone and eighty seven per cent using the internet for maps and directions, there is an increased demand from customers to be able to access the information they need to travel around the capital through digital and social media.Via: Clear Channel
Ocean Introduces Full-Motion and The Screen @ Manchester OneOcean Outdoor has introduced full motion to its Portland Tower location in Manchester and renamed the site The Screen @ Manchester One.The state-of-the-art double sided digital 3.1 x 5.8 metre tower becomes part of Ocean’s The Grid, the UK’s first network of full motion screens now available across six UK cities.Ocean Outdoor marketing director Richard Malton said: “The rebranding of our screen in line with the renaming of the Portland Tower and its upgrade to full motion reflects how more advertisers are realising the value of digital out of home and taking advantage of it.“In doing so, brands are becoming more relevant, premium and responsive. DOOH is no longer being looked at as just another medium for a wider campaign. Its unique capabilities mean it’s now being implemented as a standalone addition. Spectacular new sites like Manchester one reinforce this shift and extend the opportunities.”Ocean’s Manchester estate also include Axis@The Hacienda, on the site of Alliance Partners’ £35 million Axis tower development and three landmark 96 sheet non digital backlights in the Trinity Way and MEN arena areas.Via: Ocean Outdoor
JCDecaux Unveils SmartScreenJCDecaux has unveiled the sales optimisation strategy and first research behind SmartScreen, the new insight-driven digital network of screens that is set to transform the future of digital outdoor advertising. In a series of media firsts, SmartScreen will enable optimised scheduling based on audience behaviour/sales and will introduce ratings as its new currency.Defined as an intelligent screen powered by dunnhumby insight, the first SmartScreen network will launch across 400 Tesco stores nationwide on 7th April.Backed by JCDecaux’s new scheduling system, called CAPTAIn, SmartScreen will optimise the delivery of a brand’s campaign across the network by automatically increasing or reducing the frequency of display, targeting customers according to their shopping behaviour. CAPTAIn accesses audience insight to display creatives at the optimal time for each individual campaign.Research unveiled to an audience of clients and agencies at JCDecaux’s Business Breakfast Briefing showed that optimising play-out to the most relevant times benefits brands with incrementally higher sales uplifts.SmartScreen research shows that the sales uplift delivered by digital screens is +9% higher than the uplift delivered by non-digital posters at supermarkets. Additionally optimising the schedule to reach the brands’ target audience through their SmartScreen technology provided a further +11% sales uplift.JCDecaux’s investment in SmartScreen marks a move away from defining digital outdoor by panel numbers and loops, instead delivering campaigns based on the clients’ target audience and a move to an outdoor rating currency, a first for the Out-of-Home industry.Via: JCDecaux
IPA TouchPoints5: Rise of the Connected ConsumerEmerging screen-based technologies, such as smartphones and tablets, are changing the way the UK population communicates, shops and consumes news and media, according to the latest IPA TouchPoints5 data, published earlier this week.The data reveals that a growing proportion of our communication time is now conducted online, with 12% spent social networking (up from 5% in 2012) and 12% spent emailing (up from 6% in 2012).In addition, the percentage of adults that now use the internet each week has increased from 80% in 2012 to 86%, while the time they spend surfing the web has risen from one hour and 56 minutes a day in 2012 to two hours 27 minutes in 2014.Coupled with these increases, the new data reveals that almost half of consumers (48%) now own a smartphone, while over a quarter (27%) own a tablet and 38% either own one or have the use of one within their homes.The research, which was first launched in 2006, also shows how long consumers are using their smartphones and tablets for and the various ways in which they are using these platforms in comparison to more traditional ones, as well as the extent to which these new trends are being spearheaded by the 15-24 age group.“Our lives are changing at an unprecedented rate, and as the new TouchPoints5 data clearly shows us, emerging technologies are revolutionising how we communicate, how we entertain ourselves, and how we spend our time and money,” said Lynne Robinson, research director, IPA.“These changes are been spearheaded by the younger age groups whose mobile devices are the dominant force in their lives.”Via: MediaTel
Clear Channel Outdoor Launches ‘Connect’, the First Global OOH Mobile Interactive Advertising Platform- Platform will initially reach 175 million consumers each month across 23 countries on 5 continents – creating the largest network of its kind- 75,000 sites worldwide will be equipped with NFC, QR and/or SMS capabilities- Global launch builds on success of UK Mobile Platform- Clear Channel UK to more than double existing platform to 25,000 locationsIn a world first, Clear Channel Outdoor (CCO), is rolling out Connect, its interactive mobile advertising platform globally, generating more opportunities for consumers and brands to connect.Advertising panels on CCO’s pedestrian-accessible sites across the globe will be turned into mobile launch pads, enabling consumers to access interactive content from advertisers via their smartphones. Connect creates seamless integration between out-of-home and mobile, driving deeper brand engagement with consumers when they are out and about.The Global launch builds on the success of UK Mobile Platform which launched with 10,000 sites in urban areas across the country in March 2013.In the UK, Clear Channel has announced plans to expand their existing Mobile Platform to an additional 15,000 sites, bringing the platform to every urban area in the UK with a population in excess of over 100,000.The UK deployment with see Clear Channel’s distinctive Mobile Platform tags appear in new environments, including shopping malls and on the Socialite network of digital screens in urban pubs and bars.By June 2014, CCO will:- Create a mobile network reaching 175 million consumers monthly across 23 countries on 5 continentsBe able to offer marketers the biggest out-of-home/mobile interactive platform from any media owner and the only one with a global scaleOver 75,000 outdoor sites fitted with Connect tags enabled for Near Field Communication (NFC), QR code and, in Latin America, SMS capabilitiesConsumers simply tap or scan their smartphone over Connect’s NFC tag or QR code to instantly open a gateway to an online brand experience. In CCO’s Latin American markets, the platform will also run with the addition of SMS capability; a tailored SMS code will appear on the outdoor advert.Advertisers can enhance the Connect user experience by offering a range of consumer benefits, which can be grouped into 4 main categories:- Information – search, maps, location-relevant, utility- Shopping – transactional, discounts / vouchering- Entertainment – gaming, video, photos, apps- Community – social media, text / IM, sharingAdvertisers and planners will also benefit from the rich data and metrics captured by Connect, including date, time, location, conversion of click-thru’s, and even which kinds of device were used – all allowing for campaign optimisation, performance review and delivery of ROI.CCO will be showcasing Connect and its full capabilities at the forthcoming Festival of Media Global event (6-8 April) in Rome, where Clear Channel Communications’ CEO Bob Pittman, will also be one of the event’s key speakers.CCO first launched its mobile platform in the UK with a nationwide rollout in 2013 that included 10,000 mobile-enabled sites in urban areas right across the country. CCO’s mobile platform has since been launched in Belgium, Finland, Ireland, the Netherlands and Singapore. The global roll-out of Connect will see additional platforms planned for completion by June 2014 in: Brazil, Denmark, Estonia, France, Italy, Latvia, Lithuania, Mexico, Peru, Poland, Spain, Sweden, Switzerland, Turkey and the USA.Via: Clear Channel
Exterion Media hires Shaun Gregory as CEOGregory will lead the outdoor media company, which has businesses in Western Europe and China. In the UK, its main assets are the London Underground outdoor contract and an expansive network of buses.He has been the managing director of Telefónica Digital’s global advertising business, responsible for the telecom giant’s media portfolio, since February 2009Gregory has also been the non-executive chairman of the mobile advertising joint venture Weve since September 2013, and the global board member and vice-chairman of the Mobile Marketing Association since June 2012. Bastian Lueken, the head of Platinum Equity’s European investment team, said: “Shaun is the right leader at the right time for Exterion Media. He brings with him broad media experience from senior sales, strategic and management roles across most of the major media.“He has in-depth knowledge of complementary and emerging technologies which will enhance Exterion Media’s ability to engage audiences. Exterion Media has many exciting opportunities ahead and Shaun will have our full support as he continues to drive and transform the business.”Antonio Alonso previously ran CBS Outdoor International, but left the company on the completion of Platinum Equity deal in January.
BlowUP Media to Unveil Super Motion Out Of Home First in the Heart of CardiffPremium large format out of home company blowUP media, Europe’s biggest Giant Poster network, launches its new digital outdoor screen in Cardiff’s prime Queen Street pedestrian shopping area. The Queens Arcade and St David’s shopping centres, the Millennium Stadium, Cardiff Central train station and popular tourist destination Cardiff Castle are in the close vicinity.The new screen, to be officially launched on March 31, is part of blowUP’s Super Motion network which offers some of Europe’s biggest digital screens including the recently-unveiled ‘The WOW’ in the centre of Rotterdam. The Cardiff screen uses state-of-the-art LED technology to provide ultra-high resolution moving images to rival any in the UK.
Exterion Media UK Launches ‘Culture Mondays’ Initiative’Exterion Media UK has announced the launch of “Culture Mondays,” a London-wide initiative that aims to bring the arts to Londoners. The campaign will promote weekly, hand-picked offers directly to consumers via adverts on the London Underground.Culture Mondays offers will be broadcast on London Underground digital screens, every Monday, while commuters wait for their train. Displayed at the likes of Oxford Circus and Bond Street, discounts and offers will include top cultural attractions from around the Capital, such as theatre tickets, museum entries and gallery openings.The first edition was broadcast on Monday 17th March and featured deals such as 2 for 1 entry to the Churchill War Rooms and a prosecco offer at the Royal Academy of Arts. Commuters are encouraged sign up to the offers at the Culture Mondays website, found at www.culturemondays.co.uk.For more information visit www.exterionmedia.co.uk
JCDecaux to Trade on Audience Insight for New SmartScreenJCDecaux has unveiled SmartScreen, its new insight-driven digital network of six-sheet screens, which will launch across 400 Tesco stores nationwide on 7 April.The scheduling system, called JCDecauxCAPTAIn, will be powered by dunnhumby insight to help brands schedule advertising messages to shoppers across the UK.It will automatically increase or reduce the frequency of display according to audience insight in order to show creatives at optimal times.Chris Felton, the head of agency marketing at JCDecaux, said: “There may be certain times of the day or month when product sales are at their highest. So we can work with brands to figure out when this is and we can then target relevant groups of shoppers based on those findings.”The outdoor industry has long talked about moving away from trading posters and digital sites on a panel basis and JCDecaux hopes that SmartScreen will be part of a move towards delivering campaigns based on a clients’ target audience.SmartScreen research found the sales uplift by digital screens is nine per cent higher than non-digital posters at supermarkets.Via: Brand Republic
Amscreen Hopes to Harness Online Transparency with Launch of Audience Assured AdvertisingAmscreen has launched Audience Assured Advertising (AAA) across its digital out-of-home network, a metric it hopes will become a new standard in digital out-of-home accountability.Amscreen claims that the AAA application is a response to the demand for more accountability and transparency from outdoor media, and that it leverages the new levels of customer information gathered by Amscreen’s digital screens.The triple-A campaigns offer advertisers the chance to purchase against several different demographics – more akin to TV or online ads – with the four main segments being All Adults, Men, 15-34s and 35-64s. Each audience is traded purely on impacts, with fixed cost per thousands for each.Once a campaign is live, it can receive regular AAA Health Checks; if the initial audience predictions are correct, the campaign is left untouched. Should the campaign fall behind schedule, additional locations or hours can be added to ensure full campaign delivery.Amscreen’s new AAA application also promises full post-campaign analysis to help planners and marketers access the campaign and optimise future activity.The AAA application is possible because of Amscreen’s cameras in its screens, which have a viewing distance of 4.5 metres. It is claimed that they are capable of tracking up to 150 individuals at any one time.Amscreen also claims that individuals are only registered as one view if they are calculated to have looked directly at the screen, with the promise “OptimEyes registers viewers, not looks”.The company already includes screens in 450 Tesco petrol stations, with a weekly reach of more than five million adults.Via: Brand Republic
UK Retailers Adopt Beacons Technology in Shopping Centre FirstA shopping centre on the south coast has become the first in the UK to adopt the proximity-based marketing tool Beacons, offering retailers the opportunity to target customers with messages in-store by sending push notifications to their mobile phones.Brands including WHSmiths, Game and Nandos have signed up to use the technology at the Swan Centre in Eastleigh, Hampshire to deliver targeted ads to shoppers’ mobile phones. The Beacons tool means retailers will be able to send shoppers discounts and offers straight to their phones when they visit the centre, without them having to open an app or browse a website.The service was developed by technology start-up TagPoints. It incorporated the Beacons tool into the Swan Centre’s “SmartRewards” loyalty app, which it says has already had more than 1,200 downloads despite “limited” marketing of the app to shoppers.Users now will receive a welcome message when they enter the centre, along with 10 loyalty points that can be used in conjunction with retailers’ discount offers in a bid to get people to sign up to the service. Seven brands with stores in the shopping centre have already signed up to use the Beacons technology, with campaigns expected to roll out in the coming weeks.Sue Hillyer, WH Smith’s Swan Centre store manager, says: “Being able to offer real-time rewards and incentives based on a customer’s location is very exciting. It has already driven shoppers into store and we can only see it being more successful as targeting gets more accurate.”High-profile US brands such as Macy’s, Timberland and Clarks are actively testing the tool, but UK advertisers have adopted more of a “wait and see” approach to using Beacons. However, food chain Eat recently became the first brand to trial Weve’s new loyalty app, Pouch, which uses Beacons.Via: Marketing Week
Digital OOH Media Exposure Up 75%Digital out-of-home media exposure surged 75% between 2007 and 2013, second only to mobile, according to new research from PQ Media.As the global media economy nears a digital tipping point, PQ Media’s latest ‘Consumer Exposure to DOOH’ global report suggests that DOOH media may be on the verge of an industry breakout, with the average global consumer exposed to various DOOH media for 14 minutes per week in 2013 compared with eight minutes in 2007.According to PQ Media, growth has been driven by consumers spending a record amount of time with media outside their homes, increased engagement during the day with corresponding content on DOOH screens that are linked to wireless devices, longer work commutes and consistent growth in leisure travel and shopping hours.The data also indicates that improved designs, content, interactivity and ‘mobile couponing’ are extending dwell time with screens.By 2017, PQ Media expects DOOH exposure to increase at a compound annual growth rate (CAGR) of 8.6% to 20 minutes on average per week, while traditional OOH revenues are expected to rise at a 4.1% CAGR.Via: MediaTel
Westfield to Trial NFC Technology Within the Next 9 MonthsWestfield, the shopping centre group, is looking to trial geolocation and NFC technology within the next six to nine months, revealed Myf Ryan, Director of Marketing UK & Europe for Westfield, at the British Retail Consortium’s omni-channel conference.Following a presentation on what bricks and mortar retailers need to do to connect with the ever changing habits of consumers, Ryan was asked what Westfield was doing around NFC technology.While Westfield London has hosted NFC initiatives from other media owners like CBS Outdoor UK, she admitted that Wesfield itself hasn’t done a lot, citing the “very interesting debate” happening around brands harnessing the data transmitted by devices and using it to target consumers in a specific area with messaging around offers or in-store deals.“We haven’t specifically trialled geolocation or NFC technology yet but we are working with our digital team in San Francisco and it is something we are looking to trial within the next six to nine months,” she said.Discussing more widely what bricks and mortar retailers need to be doing to connect with the digitally minded consumer, Ryan added that creating a destination is key to success.“There is a much bigger focus on the experience, focussing on fewer but bigger flagship destinations. Creative destinations are also being delivered by immersive experiences, they are a means of capturing the consumers’ attention but it is important that they are placed at the centre of the action,” she said, later adding that technology is an enabler of this.“The next stage of the digital and physical convergence is to enable highly immersive shopping experiences in whatever environment they are in and whatever device they may be using. One reason for doing this may be financial, omni-channnel consumers spend four times as much as people shopping through traditional channels,” she said.She went on to discuss research commissioned by Westfield which found that, at minimum, having a decent mobile signal when shopping is important for more than 80 per cent of its shoppers and added that free WiFi results in a considerable uplift in engagement, although it has not been made mandatory for Westfield retailers.This is all the more important in the UK where Ryan believes consumers are much more sophisticated when it comes to navigating a brand’s mobile offering.“Looking at the Western global world – so UK, USA, and Australia – UK consumers are far more advanced. They are more at ease in the digital world,” she said.Ryan praised a number of brands for their efforts in bringing the physical and online worlds together, including luxury retailers like Burberry and Louis Vuitton, but ended by saying that for her John Lewis is one of the stand out retailers with its compelling in-store, online, mobile and click and collect offering.Via: The Drum
Ocean Outdoor Launch The Screen On The TyneOcean we are committed to expanding their digital portfolio in key UK cities and are proud to announce the launch of their new advertising screen in Newcastle.Situated on the Swan House roundabout, the main gateway into Newcastle city centre and moments from the iconic Tyne Bridge, The Screen on the Tyne is the only digital out of home screen in Newcastle.The 48m2 high-quality display is located at the the intersection of the main arterial route into Newcastle city centre, The A167 (M), with Mosely Street and Pilgrim Street, two of the busiest vehicular roads within the city.The Screen on the Tyne will launch week commencing 24thMarch.Via: Ocean Outdoor
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We Live in a Changing World
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Driven by technology…
The percentage of
containing a location
Smartphones are critical
shopping tools with
having researched a product
or service on their device
The percentage of
smartphone users who
look for local information
on their phone with
taking action a result
The number of NFC
transactions in the
UK every minute
The number of people in the
UK who access Facebook
on a daily basis –
20m do so via mobile
And consumer expectation
The number of Facebook Places
check-ins at the O2 Arena-
the UK’s number one place to
The percentage of
smartphone users who
access the Internet on
their mobile devices
The number of contactless
bus fare payments made in
London since December
The percentage of
Influencing Digital Behaviour: Driving
Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR
"poster" OR "billboard" OR "OOH" OR "outdoor"
Popularity – Total Mentions on Twitter – 3,069 over period
Influencing Digital Behaviour:
Driving Search: Social Media
The top OOH spending categories: Feb 2014
Top 10 Categories
Telecoms Finance Travel and
cial & political
Food Motors Computers Media
Note: Data up to 28th Feb 2014
The top OOH spending advertisers: Feb 2014
Note: Data up to 28th Feb 2014
Spend by OOH format: Feb 2014
Spend Trends- Roadside
Note: Data up to 28th Feb 2014
Spend by OOH format: Feb 2014
Spend Trends- Transport
Note: Data up to 28th Feb 2014
Consolidated Market Place
Others Est. Market share based on revenue
Roadside, rail, malls, supermarkets, airports and
Nationwide across environments in all the key cities
across the UK
Roadside: Continued investment in digital. Key new digital
locations set to launch including The M4 Tower and The
Holland Park Tower
Rail: Waterloo Motion set to launch at Waterloo Station.
Continued expansion of Transvision and D6 networks
Retail: M-Vision will expand to further premium malls as D6
network extends and digital investment at Tesco
Airport: Digital and high impact media space will be
unveiled for Heathrow Terminal 2 launch
Experiential: Newly launched division JCDecaux Live is
set to expand the multi-environment portfolio further
Connected Commuter and Connected Youth
‘Power of Influence’ research and new ‘Business Traveller
2’ insight from JCDecaux Airport
JCDecaux is a privately owned French OOH advertising
company, founded in 1964 in Lyon with a small business
based on street furniture.
Reporting €2,623m in revenue in 2012, JCDecaux now
operates in 55 markets worldwide and is market-leader in
About JCDecaux Key Areas For Investment
Geography Proprietary Research
Media where it matters
Roadside, supermarkets, shopping malls, digital
Special builds, digital and interactivity:
Storm- Storm is designed to revolutionise premium digital out-
of-home. It launched with The Chiswick Towers and Cromwell
Road Tower, The A40 Power Station and Coventry House at
Piccadilly Circus. The portfolio will be further strengthened
with the North London Towers
Mobile platform- Clear Channel UK and Metro have
announced a partnership that will bring free content to
commuters at mobile-enabled bus shelters with interactive
tags right across the UK
Part of Clear Channel Communications Inc, the American-
based global media and entertainment company, CCO
was bought out by venture capitalists in 2008 and in 2012
posted revenues of $6.2bn worldwide.
Built on the foundations of a national network of bus stop 6
sheets, the UK business has since expanded via an
extensive portfolio of iconic, digital and mobile assets
About Clear Channel Key Areas For Investment
Underground, bus, retail (Westfield Stratford, Westfield
London and One New Change), National Rail
National with a dominant presence in London
Increasing digital offering across Rail & London
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham Express Roadside digital
work.shop.play and London Worker Planning Tool
Part of American-based CBS Corporation, the sale of
CBS Outdoor International to LA-based Platinum Equity was
announced summer 2013. CBS Outdoor has now rebranded
to Exterion Media.
About Exterion Outdoor Key Areas For Investment
Roadside, cinema, Glasgow subway
National coverage with sites in all major cities across
the UK and Glasgow Underground
HD 48s, HD 96s, backlights, illuminations and illumination
enhancement project via LED, digital 6
sheets, DEPs, ongoing audit of panels across the UK,
recent improvements to key sites
Primemobile, Primedesign, Hitwise, EPOS, Shopwyre, Geofenci
Jointly owned by GMT Communications Partners LLP and
the Primesight management team, Primesight is a UK-
based business which posted turnover of £60m in 2011
About Primesight Key Areas For Investment
Results are our culture
Large-format digital, iconic landmark and super-premium
Ocean has a regional footprint that spans the following
London, Birmingham, Liverpool, Manchester, Leeds
Ocean practices 'The Art of Outdoor', with every site in the
Ocean portfolio having a unique quality and personality
Regional site expansion
The Science Behind the Art of Outdoor
A relative newcomer to the OOH scene, launched in 2005
Ocean Outdoor is a boutique, UK-based media company
pioneering creativity in digital OOH via an expanding
portfolio of large-format, high profile sites
In May 2012 a management buyout, backed by LDC
Capital, purchased the business from Smedvig Capital for
About Ocean Outdoor Key Areas For Investment