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.
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
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
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.
Air New Zealand on reLAX Tour
Air New Zealand launched the AirNZreLAX tour to showcase its innovative Economy Skycouch and Premium Economy Spaceseat seats to travel agents and consumers across the UK.
The airline, which flies daily from London Heathrow to Los Angeles and onto Auckland, toured through Edinburgh Glasgow, Preston, Sale, Manchester, Chester, Liverpool, London, Brighton, Oxford, Cheltenham and Bristol.
Bringing the in-flight experience to the road, the transparent tour truck housed Air New Zealand’s revolutionary Economy Skycouch and Premium Economy Spaceseat products which ensure Air New Zealand customers arrive LA ready.
The Economy Skycouch, made up of three economy seats which convert into a flat space, is the first of its kind in Economy, offering passengers the freedom to spread out and get comfortable. The Premium Economy Spaceseat is famous for its futuristic hard shell design which allows customers to recline without encroaching on the space of others. The seat comes in two variants to cater for customers wanting to relax with a travelling companion as well as those who prefer privacy during a flight. Air New Zealand’s revolutionary seating, along with in-flight entertainment and award-winning food and wine mean customers in every cabin arrive refreshed and ready to enjoy the delights of LA.
At each city stop, Air New Zealand invited local residents to step onboard to meet the cabin crew, try out the award-winning seats for themselves and share their experiences on social media.
Air New Zealand also launched the nationwide #AirNZreLAX competition giving people the chance to win return Economy flights for two with Economy Skycouch upgrades from London to LA. Competition entrants simply need to submit a photo of their best “reLAX” pose; whether reclining on the couch at home or unwinding on holiday in a hammock, via Twitter, Facebook, Instagram or online at www.airnz.co.uk/relax.
The experiential campaign was planned by psLIVE.
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.
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.
Art Everywhere, the initiative that brought works of art to thousands of outdoor sites last year, is launching a social media campaign to find the public’s 25 favourite artworks, to be displayed this summer.
Art Everywhere wants members of the public to select the pieces they most admire from a longlist of 70 British artworks, which range from the 1500s to the present day.
The artists Anthony Gormley and Grayson Perry will reveal the winning pieces on 16 July. Reproductions of the top 25 selected artworks will then be displayed on poster sites, bus stops and billboards across the UK for six weeks, from 21 July to 31 August.
The public has three weeks to cast its votes and can do by visiting facebook.com/arteverywhereuk or on Twitter, by tweeting @arteverywhereUK. Out-of-home media owners have donated sites to enable the art to be shown across the UK, including Underground stations, shopping centres and roadside billboards.
The project, now in its second year, is a collaboration between Posterscope, Vizeum, Clear Channel UK, Exterion Media, JCDecaux, Richard Reed, the co-founder of Innocent Drinks, the Art Fund and Tate galleries, among others.
The organisers said the 2014 version of Art Everywhere would be bigger and better than last year, by showcasing a new set of British artworks sourced from public collections across the country.
This year will also feature the project being tripled in duration to six weeks, as well as a featuring a cinema exhibition film about the project and winning entries, to be shown at 1,000 Vue cinema screens.
The public has been invited to become patrons of the exhibition through crowd-funding it, with donations used to fund the production costs of printing the posters.
Anyone who donates £10 or more will have their choice of limited edition rewards, from a postcard set, through to a 48-sheet billboard poster. The organisers hope to build on the success of last year’s inaugural show by making the campaign an annual event, as well as expanding it to include a separate project in the US during August.
Reed said: “Art Everywhere is back to showcase great British artworks for a summer of art. We want the British public to crowd fund and vote for their favourites. This year goes bigger and better, including a specially created artwork exclusive from a world-renowned artist.”
Artists have been involved in every stage of the Art Everywhere project and Caroline Collier, the director of partnerships at Tate, chaired the longlist panel.
Emma Newman, the marketing director at Clear Channel UK, said: “Like all the best ideas, [Art Everywhere is] wonderfully simple and is a brilliantly effective way of bringing inspiring artworks to people right across the country.”
Via: Brand Republic
Eye Airports has strengthened its sales team with the appointment of Ged Weston as Sales Director, and Jim Cohen as Head of Agency Sales.
These high profile appointments are part of the overall growth of the sales team that will provide two fully integrated agency teams with responsibility for Eye Airport’s entire portfolio including Experiential and Sponsorship opportunities. Having two agency teams will provide more bandwidth so each team can focus on their own set of agencies, providing better coverage and forging stronger agency and client relationships.Weston joins Eye Airports having spent the last two years at Clear Channel where he was Agency Director; prior to that he was National Sales Director at JCDecaux.
Newly appointed Sales Director at Eye Airports, Weston says:
“This is a great time to be joining Eye Airports as they have seen significant growth over the last 12 months. I am looking forward to bringing to life the airport audience and enhancing how brands can take advantage of this growing medium.”
Cohen joins Eye Airports from JCDecaux UK, where he was Head of Rail. Cohen will work alongside fellow Head of Agency Sales, Beau Dallon, and will be responsible for driving the sales performance of client and agency teams. Both will report to Weston.
Via: Outdoor Media Centre
Posterscope has been awarded its fourth Gold and first Platinum CPD award from the Institute of Practitioners in Advertising (IPA). Only 27 agencies were awarded Gold for their Learning Development Programmes, with just 13 of those winning Platinum.
The gold accredited agencies are: 23red, Abbott Mead Vickers BBDO, Bray Leino, FCB Inferno, Generation Media, Gyro, Havas Worldwide London, Hunterlodge, JWT, Kitcatt Nohr Digitas, Leo Burnett, Lowe Profero, M2M, Material, Manning Gottlieb OMD, MBA, MEC, MediaCom Edinburgh, MediaCom London, McCann Manchester, Ogilvy & Mather Group, PHD Media, Posterscope, Starcom MediaVest Group, Total Media, Woolley pau gyro, ZenithOptimedia UK. Criteria for achieving a Gold CPD accreditation are rigorous. Agencies are required to write a paper demonstrating the effectiveness of their CPD programme on business success. Their submissions must outline a holistic approach regardless of the size of available budget and show creativity in building an energetic learning culture, in support of real business objectives.It is important that the agency delivers clear evidence that the CPD practice lies at the heart of their business and is not just an ‘add-on’.The new platinum award has been implemented to encourage member agencies to sustain their commitment to outstanding professional development.
The IPA’s recent publication Why CPD is good for your business reveals that IPA CPD gold accredited agencies report, on average, 98% client retention, business growth in the region of 10% year-on-year and an average of eight new business wins a year. Full details on IPA Gold CPD Accreditation can be found here.
Says Scott Morrison, Founder of the Business Accelerator and 2013 Chairman of Judges: “I believe that positively disrupting people and organisations accelerates the potential for them to sense, adapt and respond to new and incredible opportunities in their markets. As Chairman of Judges this year, the team and I have engaged with some brilliantly well thought through plans that do just this. The robust, passionate and challenging conversations we had reinforce that the high standards the CPD gold award represents must be upheld to deliver the highest performing, most responsive and professional agencies in the world. Congratulations to those who have reached these outstanding heights.”
Says Patrick Mills, Director of Professional Development, IPA: “The entries we’ve received have really showcased the high standard of learning and development in IPA member agencies and the incredible innovation in how the training is delivered, along with more metrics being employed and more emphasis on evaluation. What is clear is how agencies are seeing the direct and powerful link between investing in their people and business performance and proving it – long may it continue!”
The IPA’s CPD programme offers inspirational career development and training through engaging and effective courses and award-winning qualifications, ensuring agency practitioners’ skills always match their clients’ needs. 2014 marks the tenth year of IPA qualifications and the 10,000th certificate will be awarded in this year.
Individual citations for the CPD Gold accredited agencies from the judging panel:
PosterscopeIn facing some of the biggest changes ever to affect the out of home agency landscape, Posterscope has provided a stunning example of how a CPD culture can successfully underpin the effort to adapt and thrive. Their submission showcases the wide range of training activities available to staff, catering for both core and specific skillsets.
Limited Space Media Group (LSMG), the outdoor media owner, has bought the brand engagement specialists Brandspace and the Wi-Fi advertising company MOOH, in a deal worth up to £3 million.
LSMG said the two acquisitions would add fresh expertise and brand engagement to its portfolio and broaden its offer of providing content to consumers via digital screen, mobile and visual media.
MOOH’s Wi-Fi networks include the London Underground, Hilton Worldwide and First ScotRail. Brands are able to connect with millions of consumers every day when they access the Wi-Fi via their smartphones and tablets.
Brandspace provides agencies and brands with expertise in experiential marketing campaigns in high-footfall locations, such as shopping centres and major transport hubs.
MOOH will continue to operate under its existing business structure, headed by its founder and managing director, Paul Grundy, while Brandspace will continue under the leadership of its managing director, Danny Press.
The deal is worth an initial £2.25 million, but the entire transaction could be worth up to £3 million if an incentivisation programme with Brandspace and MOOH’s management team comes to fruition in the years to come.
LSMG now comprises five complementary media businesses, which are focused on consumer engagement across channels.
The acquisitions of MOOH and Brandspace follow the rollout of LSMG’s digital screen network, Digital Showcase Media, last month.
LSMG was itself the result of a merger in August 2013 between the shopping mall specialist outdoor media owner Limited Space, founded by Matt Gordon and Samantha Sida, and Integrated Signage Solutions.
We Live in a Changing World
OOH Connectivity is high
There is increasing
New technologies are
Businesses and markets are
converging or fragmenting
People expect to do
Media is not only bought,
but earned and owned
Data is the new
Duty Free /
Retail Media &
or jet bridges)
Stands / Zones
as an ecosystem
OCS in Numbers
Total sample in UK
Countries OCS is run in
Number of hours saved by
the OCS macro per run
Number of OOH formats
analysed within OCS
Did you know…
that expect to
start a new job
in the next 12
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
1999-2014 Media Revenue
Media Revenue Growth
Source: Aegis Media & WARC
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f)
Media Revenue Q1 2014
Total 2013 - £989.6m (2.0% YOY)Source: OMC
Q1 Q2 Q3 Q4
The top OOH spending categories:April 2014
Top 10 Categories
Telecoms Finance Food Travel and
Drinks Motors Government,
social & political
Note: Data up to 30th April 2014
The top OOH spending advertisers:April 2014
Note: Data up to 30th April 2014
Spend by OOH format:April 2014
Spend Trends- Roadside
Note: Data up to 30th April 2014
Spend by OOH format:April 2014
Spend Trends- Transport
Note: Data up to 30th April 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 €2,676.2 million in revenue in 2013, JCDecaux
now operates in more than 55 markets worldwide and is
market-leader in the UK
About JCDecaux Key Areas For Investment
Geography Proprietary Research
Media where it matters
Roadside, supermarkets, shopping malls, digital portfolio,
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 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
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,
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
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
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
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
Ocean Outdoor reported revenues of £23.4 million in 2012
About Ocean Outdoor Key Areas For Investment