Re-defining Out-of-Home as an Ecosystem
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This document provides an overview of trends in the out-of-home advertising industry. It discusses how formats are converging due to new technologies and increasing connectivity. It also notes that consumer expectations and behaviors are changing, with people expecting to access media anywhere. The document then profiles several major outdoor advertising companies in the UK and their key areas of investment and formats. It concludes with a section on recent news in the outdoor advertising industry.
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Re-defining Out-of-Home as an Ecosystem
- 1. 08/08/2014 The Real World August 2014
- 3. We Live in a Changing World Formats are converging OOH Connectivity is high There is increasing global mobility… New technologies are continually emerging Businesses and markets are converging or fragmenting People expect to do anything, anywhere Media is not only bought, but earned and owned Data is the new raw material
- 4. We are Posters Laptops Tablets Duty Free / Retail Media & Assets Owned OOH (e.g. buildings or jet bridges) Networked Video ScreensContent Physical Experiences (sampling) Experiential Stands / Zones Platforms Apps & Games Commerce & Coupons Mobile etc Data Technology Ads People & Places Services / Utilities (e.g. wifi) re-defining Out-of-Home as an ecosystem
- 6. Did you know… Seasonal Stats Source: ScotRail, July 2014
- 7. Did you know… On The Move Source: JCDecaux, 2014 At the airport, tend to buy premium rather than standard goods 71% of fashion influentials
- 10. OCS in Numbers 6,827 Total sample in UK 6th Version 100,000+ Global respondents 30 Countries OCS is run in 2.5 Number of hours saved by the OCS macro per run 41 Number of OOH formats analysed within OCS %
- 11. Did you know… OCS 28% The percentage of Londoners that have used a contactless card to pay for a good or service
- 12. TouchPoints
- 13. Did you know… TouchPoints 17% of adults visit their local high street daily
- 21. A pioneering new travel survey
- 22. Measuring audiences whilst OOH
- 23. Revolutionising the way we plan OOH
- 24. We Live in a Convergent World
- 25. Driven by technology… 30% The percentage of Google searches containing a location component Smartphones are critical shopping tools with 95% having researched a product or service on their device 85% The percentage of smartphone users who look for local information on their phone with 81% taking action a result 125 The number of NFC transactions in the UK every minute 24m The number of people in the UK who access Facebook on a daily basis – 20m do so via mobile
- 26. And consumer expectation 313,141 The number of Facebook Places check-ins at the O2 Arena- the UK’s number one place to check-in 81% The percentage of smartphone users who access the Internet on their mobile devices 1.5m The number of contactless bus fare payments made in London since December The percentage of UK smartphone penetration 62%
- 27. Gateway to Mobile Content: NFC
- 29. Networked OOH: Public Utility
- 30. Owned OOH
- 31. Owned OOH
- 32. Experiential
- 33. Experiential
- 34. Influencing Digital Behaviour: Driving Search
- 35. Social Media Influencing Digital Behaviour: Driving Search Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR "poster" OR "billboard" OR "OOH" OR "outdoor" 0 50 100 150 200 250 300 350 400 Chart TitleOOH Popularity – Total Mentions on Twitter – 3,069 over period Influencing Digital Behaviour: Driving Search: Social Media Mentions Date
- 36. Online Controlling The Physical World
- 37. Live Video
- 40. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
- 44. 1999-2014 Media Revenue Media Revenue Growth Source: Aegis Media & WARC 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f) Internet Outdoor Cinema Radio TV Magazines Newspapers Media Year Annualtotalmediaspendin£m
- 45. 0 50 100 150 200 250 300 Q1 Q2 Q3 Q4 £m Quarter 2012 2013 2014 Media Revenue Q1 2014 OOH Revenue Total 2013 - £989.6m (2.0% YOY)Source: OMC Revenue for 2014 estimated at +3% -2.2% 6.4%
- 46. The top OOH spending categories: June 2014 Top 10 Categories Entertainment and leisure Media Telecoms Retail Drink Finance Travel and Transport Motors Government, social & political organisations Food £61.1m -14.0% £41.6m -20.9% £29.7m 32.3% £28.8m -3.6% £28.4m -8.7% £10.5m 10.3% £14.1m 13.2% £15.0m 69.6% £21.9m -26.4% £25.0m 11.4% Note: Data up to 30th June 2014
- 47. The top OOH spending advertisers: June 2014 Who’s Spending? £12.6m -16.4% £10.2m 153.9% £7.4m 2.7% £6.5m 57.2% £6.2m 262.3% £5.0m -10.5% £5.2m 1162.8% £5.3m -17.7% £5.6m 72.5% £5.7m 5.1% Note: Data up to 30th June 2014
- 48. Spend by OOH format: June 2014 Spend Trends- Roadside £3.7m -39.0% Misc. £25.1m 36.7% Digital6s £126.7m 6.8% 48s £43.7m -15.8% 96s £15.6m -62.4% Specials £3.9m -62.6% Note: Data up to 30th June 2014
- 49. Spend by OOH format: June 2014 Spend Trends- Transport £43.0m 2.7% £23.0m -11.5% £22.6m -5.5% £27.7m 41.7% Note: Data up to 30th June 2014
- 50. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
- 51. Roadside, rail, malls, supermarkets, airports and experiential 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 €2,676.2 million in revenue in 2013, JCDecaux now operates in more than 55 markets worldwide and is market-leader in the UK jcdecaux.co.uk About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
- 52. Roadside, supermarkets, shopping malls, digital portfolio, Pinnacle Nationwide 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 Ngen 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 2013 posted revenues of $2.9bn 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 Key Formats Geography Proprietary Research + clearchannel.co.uk
- 53. 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 Underground 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 Key Formats Geography Proprietary Research + http://www.exterionmedia.co.uk/
- 54. 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, Geofencing Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK- based business which posted turnover of £50.1m in 2011 primesight.co.uk About Primesight Key Areas For Investment Key Formats Geography Proprietary Research + Results are our culture
- 55. Large-format digital, iconic landmark and super-premium banner locations Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality The Grid Ocean Labs 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 £35m Ocean Outdoor reported revenues of £23.4 million in 2012 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + oceanoutdoor.com
- 57. Posterscope Shortlisted for Data Innovation at Media Week Awards
- 58. Posterscope Highly Commended for Analytics in Action Awards 2014
- 60. Ocean Outdoor Buys Signature Outdoor in £15m Deal
- 61. JCDecaux Expands Digital Offering in Newcastle
- 62. Ocean Announces Judging Panel for Art of Outdoor 2014 Competition
- 63. Posterscope Extends to Brisbane
- 64. Outdoor Plus Expands Portfolio as Part of Additional £10m Investment
- 65. EE to Offer Contactless Mobile Payments for London Travel
- 66. Evian to Help Travellers Beat the Underground Heat in 3 Year Deal with TfL
- 67. Clear Channel UK Reviews Senior Leadership Team
- 68. Gregory Has Ambitious Plans for Exterion Media
- 69. IPA Bellwether
- 70. Internet of Things Brings Opportunities for Brands
- 71. Antony Gormley and Grayson Perry Launch Art Everywhere
- 72. A Welcome Break for Amscreen
- 73. Richard Reed Blogs About Art Everywhere
- 74. The Campaign CityLive Challenge
- 75. Brandspace Undergoes Rebrand Following Limited Space Acquisition
- 76. Be the Centre of Attention with Exterion’s Big Bus Challenge
- 77. Out of Home Adspend Forecast to Exceed £1bn in 2014
- 78. Dentsu Aegis Network Shops Back Vizeum’s Camelot Win
- 79. Find Out More
- 80. Get in touch with us... Hyperspace portfolio
Editor's Notes
- At the airport, 71% of fashion influentials tend to buy premium rather than standard goods Source: JCDecaux, 2014
- Ngen , a unique audience insight community, was launched in June 2013. Clear Channel’s new audience insight community Ngen, 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. In a recent edition of Clear Thinking, Clear Channel highlight some of the main insights from their Ngen research, run in collaboration with Crowd DNA and the Trajectory Partnership, that took place throughout 2013. The community ran for 18 weeks, alongside two waves of quantitative online research. The research focused on the knowledge, attitudes and behaviours of a generation that represents the future of the UK. By working closely with 8 brands partners including Dixons Store Group and Channel 5 it generated the following insight: • 95% Ngens still shop on the high street with the corresponding figure of 71% for online. Smartphones are also key with nearly half using smartphones for shopping related purposes • 52% of Ngens rated their smartphone as the technology they would keep above all else • 63% of Ngens agree advertising is important to a brand’s identity and almost half say they prefer targeted communication over general advertising. The contextual opportunities provided by OOH advertising is therefore key to this audience • Ngens are also one of the audiences that are key to the UK economy returning to positive growth. They have continued to spend and often think about the now rather than the future with 59% not contributing to a pension and 65% spending the same if not more on retail in areas such as clothing, footwear and consumer technology Detailed infographics on other Clear Channel audiences can also be found at Clear Channel Audiences - www.clearchannel.co.uk/think-big-think-adshel
- JCDecaux Unveils ‘Connected’ JCDecaux has unveiled ‘Connected’, a new community of three audience panels that delivers unique insights across JCDecaux’s rail, roadside and retail portfolios. ‘Connected’ is a targeted insight tool for brands and agencies to find out more about hard-to-reach audiences to help deliver high-impact campaigns. Building upon the success of the ‘Connected Commuter’ rail community, JCDecaux has re-launched ‘Connected Commuter Rail’ and has unveiled ‘Connected Commuter Road’ and ‘Connected Consumer’. Questions can be posed, based on any category or current trending topic, to the whole ‘Connected’ community or to each panel separately. ‘Connected’ also allows brands to tailor or adopt an advertising campaign to a specific audience through dynamic content on JCDecaux’s digital screens, with results delivered within hours. Via: JCDecaux
- Route, which launched on February 26 2013, 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.
- Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013
- Monarch ‘Always-on’ Posterscope and Carat’s latest campaign for Monarch features an ‘always-on’ approach on a live network of landmark DOOH screens in priority regions – Manchester, Birmingham and Leeds. The sites are enabled with LIVEPOSTER capability to display immediate copy updates, allowing the Monarch team to react instantly to sales data, competitor activity, flight and weather information, current affairs and locally relevant news stories.
- 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.
- During a fictional graffiti billboard campaign promoting the demise of Gio Compario, 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 consideration Create a unique & authentic graffiti campaign in OOH Tactical Planning: Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
- 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.
- 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 period The 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.
- 2014 2013 YOY 6 sheets £126.7m £118.7m 6.8% 48 sheets £43.7m £51.9m -15.8% Specials £3.9m £10.5m -62.6% 96 sheets £15.6m £41.5m -62.4% Large Digital £25.1m £18.4m 36.7% Miscellaneous sizes £3.7m £6.1m -39.0% Total £218.8m £247.0m -11.4% (data up to 30th June 2014)
- Media owner SOV JCDecaux 31% Exterion Media 23% Clear Channel 21% Primesight 8% Others 17%
- Strapline: Engaging audiences About: 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, XTPs Bus: T-Sides, Supersides, Streetliners, Bus Interior Panels Retail: LCDs, Large format LEDs in Westfield London and Stratford and One New Change Rail: 48, 16, 6, 4 Sheets, LCDs Geography: London If 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. National Bus: 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 UK National 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 assets Illuminated New Bus For London Kings Cross digital escalator panels expansion Performance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October. Birmingham Express – Roadside digital panel Increasing retail offering Research Exterion 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 areas The 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/
- Ocean Outdoor has bought the West Midlands-based outdoor media owner Signature Outdoor in a deal estimated to be worth £15 million. The co-founders of Signature Outdoor – Gerry Bew and Steve George – will join the Ocean Outdoor executive team led by Tim Bleakley, the chief executive. Signature Outdoor will also have a seat on the Ocean board. Signature Outdoor’s digital sites and banners will now become part of the Ocean portfolio. Signature will continue to operate its backlight portfolio and some digital sites under the Signature brand and its six staff will be retained. The deal follows Signature Outdoor winning the large format contract for Birmingham City Council in 2012. The deal is comprised of both cash and Ocean Outdoor shares. Bleakley declined to comment further on the terms of the deal, which he said were undisclosed. Ocean Outdoor itself changed ownership in 2012 after LDC Capital, the venture capital arm of Lloyds Banking Group, backed a £35 million management buyout. Via: Brand Republic
- Posterscope has extended its Australian presence with the launch of a Brisbane office. Elizabeth Whipp has been appointed as Agency Director to drive operations in Brisbane. Elizabeth joins Posterscope from a role as strategic project manager at Bishopp Outdoor. She has also worked with Starcom Brisbane as Group Head & Strategy Manager and held media planning roles at FCB Sydney and ZenithOptimedia and MEC in London. Joe Copley, Managing Director of Posterscope Australia, said: “Given the opportunities we are seeing in Brisbane, we are now at a point where we need a dedicated Posterscope presence in the market. It’s a great milestone to add to Posterscope’s Sydney and Melbourne presence with our launch in Brisbane.” “Elizabeth is a fantastic addition to our national team. She’ll be on the ground to benefit our Brisbane-based clients through the specialist planning and buying services of Posterscope and our pioneering approach to making the most of OOH opportunities.” Elizabeth Whipp said of her appointment: “I love working in the Out-of-Home space and am thrilled to join the world’s leading OOH specialist in Posterscope. I’ve been impressed with the proprietary insights and knowledge of the specialist team, which is essential in the rapidly evolving OOH field. I look forward to building and growing the presence of Posterscope Brisbane.” Via: bandt
- Evian to Help Travellers Beat the Underground Heat in 3 Year Deal with TfL Evian has inked a three-year deal with Transport for London to give flustered travellers on the London Underground free bottles of water during the warm summer months. The brand has offered 250,000 bottles of Evian water to TfL to hand out at some of the busiest stations this summer, as the network pushes its ongoing Beat the Heat and Travel Better London campaigns. The campaigns aims to raise awareness of how passengers can help to reduce delays by making small changes to their travel habits. Sophie Brooks, Evian senior brand manager, said: “We are delighted to have teamed up with Tfl to give overheated commuters some Live Young refreshment. It is really important to stay hydrated during the hot weather so it is great to have the chance to help Londoners keep cool.” Phil Hufton, London Underground’s chief operating officer, said it was “grateful to Danone [owner of the Evian brand] for supplying customers with water” while it works towards its 2016 target of having 40 per cent of the network served by air conditioned trains. Via: The Drum
- Richard Reed Blogs About Art Everywhere Following an outstanding successful launch in 2013 with help and support from the great British public Art Everywhere is back again for its second year! Again, we shall be adorning and gracing our streets and transport systems with astounding works of art to make that trip to and from work or school a little bit more interesting and special. And, once again, you the public have voted for your favourite pieces from regional and national collections to create an exposition worthy of any major gallery in the world. The difference being with this exhibition it has been crowdfunded, plus it is entirely free for all to enjoy around the UK. Of course, none of this would have been possible without the help of our partners from Clear Channel and other media owners in the poster industry, along with partners including Art Fund and Easyart, plus Vue who have made this year’s exhibition a little more extra-ordinary by showing the exhibition on their screens across the summer. A top new addition to Art Everywhere this year sees an exclusive reveal of a commissioned artwork by a world-renowned artist – all to be revealed on 16th July on digital sites around the UK including the Trafford Centre in Manchester and Coventry House in London’s Piccadilly. We’ve assembled your selected list of works for our exhibition and posters will be printed and distributed across the UK ready for your viewing from the 21st July for 6 entire weeks providing a stunning backdrop to your summer. It’s still not too late to help us make this bigger and better than last year and any donation you can make will contribute to increasing the number of posters we can print to reach more places and reward you with your own piece of the Art Everywhere campaign – you can get yourself a limited edition, tote bag, postcard set or even a billboard poster! Richard Reed Founder of Art Everywhere
- Be the Centre of Attention with Exterion’s Big Bus Challenge Today sees the launch of this year’s Big Bus Challenge in association with Campaign Magazine. Exterion Media is calling on advertisers, agencies and creatives to enter their best bus advertising designs for the chance to win a national bus advertising campaign. Eye-catching designs that represent brands of all varieties are welcomed to showcase the full creative potential of this enduring and highly effective canvas for advertisers. Exterion Media is encouraging designs to fill advertising space on Buses across the country. Entries can be submitted using a range of national and regional bus formats, including national T-side, superside, and regional streetliner and rears formats. With such a variety of scales and shapes available, this is your chance to think about how you can deliver real impact on the street and harness the power of the bus to grab the attention of consumers. The winning national entry will receive a full bus advertising package worth £200,000 including production costs. Regional winners will be awarded a £25,000 bus package, also including production costs plus £2,000 worth of shopping vouchers. The competition is open for entries until Friday 5th September. The winning entries will be announced at a special event at the London Transport Museum on Thursday 6th November. Find out more, including how to enter, by visiting the website: www.bigbuschallenge.com