Welcome to The ‘new-look’ 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.
OCS is now present in over 30 of the Posterscope network countries with a total of over 100,000 respondents. In the UK the survey is now in its 5th incarnation, has a total sample size of 6,836 and incorporates almost 40 OOH formats in the analysis.
OCS enables us, for example, to understand how smartphone users interact with OOH which will in turn influence planning decisions.
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.
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 CBS Outdoor 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 predicted total size of 10,000+ members by the end of 2012. Vision Critical host the panel on behalf of CBS Outdoor.
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 – airports, buses, London Underground, National Rail, pedestrian shopping precincts, shopping malls, supermarket exteriors and all roadside frames. These environments will be added in stages – 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
To celebrate the upcoming cinema release of TURBO: a high velocity 3-D family comedy about an underdog snail who kicks into overdrive when he miraculously attains the power of super-speed, Twentieth Century Fox and psLIVE built their own racing snail which was unveiled at the spiritual home of all things speedy over the weekend!Festival of Speed audiences were able to meet TURBO in the family area at Goodwood Festival of Speed from July 11th to 14th 2013. Guests were able to rev his engines to trigger the snails amazing light display for the chance to win a ride in the super charged snail. Turbo took part in the Hill Climb on Sunday 14th July 2013 at 13:15.
British Airways and psLIVE opened a six-day beachside Bank Holiday event in Brighton on Thursday 22 August. The extravaganza, #BABeachside, offered access to a ‘pop up’ Beach Lounge plus a very special experience to dine in the sky. Situated by Hove Lawns on Brighton seafront, each day was themed around a different destination you can fly to from Gatwick with British Airways, starting with Italy and followed by St Lucia, Lanzarote, Morocco, St Kitts and finishing with Mexico. Uniformed British Airways Ambassadors were situated in and around the city centre over the six days handing out 400 sticks of British Airways rock. Each stick gave access to the ‘pop up’ Beach Lounge or for the lucky few, the treat unveiled a very special prize to take a unique ‘flight’ to dine in the sky!
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 5.9% in Quarter 2 to £243mDigital revenues are now £52.3m, or 21.5% of the totalEight consecutive quarters of growth for outdoorThe Outdoor Media Centre (OMC), the trade body for outdoor media owners, announced that total revenues for April to June 2013 across all outdoor was £243.1m, which represents growth of 5.9% year on year. Digital revenues in the quarter amounted to £52.3m, which was 21.5% of the total. Digital revenue growth was up 37% year on year. “This quarter is exceptional in showing a pretty large uplift, on top of relatively tough comparatives. In 2012, outdoor grew 9.9%, and certain media owners were already capitalising on the Olympic hike in spend”, commented Mike Baker, CEO of the Outdoor Media Centre. “All growth is advertiser-led growth, so we are very pleased to see the continued investment from our clients. More advertisers than ever are finding outdoor relevant to their brands and are using the active space as a place to target their consumers.” Categories which spent significantly more in the quarter on outdoor include finance, drink, motors and household appliancesPosterscope estimates that OOH revenue in 2014 will be +3%, in line with total advertising growth.
Digital showed strong growth in 2012, particularly towards the end of the year, where it accounted for approximately 12% of total OOH spend. In 2013, digital spend has remained relatively constant and at a higher level on average than in 2012. The latest Nielsen data shows that to date, over £75m has been spent on digital OOH with the top digital advertising categories as follows: Expenditure (in £)Media 13,887,511Telecoms 10,714,287Entertainment & Leisure 8,591,973Finance 8,474,103Travel & Transport 7,100,896Drink 6,087,502Motors 5,168,750Govt, social, political Orgs 3,201,784Computers 2,508,038Retail 2,151,786 In addition to this, the top digital advertisers to date are: Expenditure News Intl Newspapers Ltd 11,553,575British Sky Broadcasting Ltd 3,596,428British Airways Plc 2,934,823HSBC Bank Plc 2,618,751Halifax Plc 1,935,714Hutchison 3g Uk Ltd 1,840,179Warner Bros Distributors (Uk) Ltd 1,782,142Heineken Uk Ltd 1,717,858Lloyds Tsb Plc 1,363,389Anheuser Busch Inbev 1,344,643*Data based on ‘large digital formats’ in Nielsen AdDynamix**No data available for 2011
January- July 2013 Sector 2013 2012 %difference Entertainment and Leisure £80.6m £84.0m -3.95%Telecoms £68.2m £71.8m -5.02%Finance £40.7m £28.5m 42.64%Drink £40.0m £45.1m -11.29%Motors £32.4m £23.8m 36.36%Travel and Transport £26.3m £29.0m -9.20% Food £21.9m £33.2m -33.96%Computers £17.3m £11.1m 56.14%Cosmetics and Personal Care £15.2m £15.4m -1.06%Media £14.0m £11.4m 23.07%Other £53.7m £70.8m -24.15%Overall market £410.4m £423.9m -3.19%Overall the market is down 3.19%...
NB: data is based on individual company as opposed to overall holding company which would show a different ranking. January- July 2013 Advertiser 2013 2012 %difference BSkyB £24.03m £24.61m -2.37%Samsung £12.19m £7.90m 54.17%Unilever £8.84m £4.80m 84.01%Twentieth Century Fox £8.50m £6.57m 29.32%KFC £8.30m £7.17m 15.82%Coca-Cola £8.03m £9.61m -16.40% Vodafone £7.80m £7.48m 4.29%Warner Brothers £7.23m £7.10m 1.73%Heineken £6.68m £2.13m 214.32%Lloyds TSB £6.62m £3.11m 112.79%Top 10 £98.21m £80.48m 22.03%
Media owner SOVJCDecaux 31%CBS 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; Project X- Project X will bring a different approach to Out-of-Home with flexible campaigns that meet the changing needs of advertisers.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. 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. 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 ResearchCBS’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 www.cbsoutdoor.co.uk/insight where you can tap into this rich stream of infohttp://www.cbsoutdoor.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
CBS Outdoor UK showcases NFC’s marketing potential with Rizzle Kicks and Time Out CBS Outdoor UK is excited to announce a new project with Westfield London to showcase the magic of Near-Field-Communication (NFC) direct marketing and customer engagement potential. From Monday 23rd September, shoppers will have the opportunity to 'turn on, tap, enjoy' sought after content and competition prizes by simply tapping their NFC enabled smartphone against CBS Outdoor digital pods at Westfield. The opportunity to tap to download music will be a particular consumer perk enabled through NFC technology. Universal Music UK’s media agency TED@MediaCom approached CBS with the idea to promote Island Records-signed artists Rizzle Kicks via NFC Technology. CBS Outdoor worked with the agency and Island Records to produce this unique and engaging NFC Campaign. Fans of Rizzle Kicks will be able to ‘tap to download’ an exclusive re-mixed track and buy the group’s highly acclaimed second album by using the NFC technology on their smartphones over the next two weeks.Over the coming weeks, shoppers will also be invited to take advantage of this cutting-edge technology to:• Tap to enter and win a trip to Morocco, courtesy of Time Out • Tap to download Time Out’s London mobile app for information on gigs, events, film releases and much more • Tap to receive a free digital music album courtesy of Westfield Presents Emerging Icons In addition and on an on-going basis, consumers will be able to:• Tap to play CBS Outdoor’s addictive brand-based brain teaser, 150 Brands • Tap to cook by downloading exclusive recipes from Masterchef winner and actress Lisa Faulkner• Tap to win great prizes through CBS Outdoor's work.shop.play. urban communityThe number of NFC enabled devices is growing rapidly. GSMA predicts there will be 500 million NFC devices by 2014 and 78% of points of sale tills will be NFC-ready by 2017. According to ABI research, nine out of the top 10 smartphones are now NFC-enabled. From mid-October following the Westfield project, CBS Outdoor UK will accompany the NFC showcase with a far-ranging NFC consumer education programme via posters on National Rail, the London underground and digital pods at Westfield, to educate consumers on how to turn on, tap, enjoy with their NFC enabled devices. For more information please visit www.cbsoutdoor.co.ukhttp://www.outdoormediacentre.org.uk/outdoor_advertising_info/news/Latest_News/item/5467
Published on the 15th September, the 13th annual Sunday Times Hiscox Tech Track 100 ranks Britain’s private technology, media and telecoms (TMT) companies with the fastest growing sales over three years.Ocean Outdoor appears at number 60 in the 2013 table, entering the league for the first time, having been listed as “One to Watch” last year.Large format digital advertising for premium brands like Apple, Samsung and Chanel boosted Ocean Outdoor’s revenues to £23.4m last year.Ocean operates 32 large format digital advertising locations across key cities in Britain. LDC bought a majority stake in Ocean last year for £35m in a buyout led by chairman Tom Goddard and chief executive Tim Bleakley.http://www.fasttrack.co.uk/fasttrack/leagues/tech100leaguetable.asp?siteID=3&searchName=&yr=2013&sort=num&area1=99
Digital Out of Home media owner Ocean Outdoor has launched the UK’s first large format full-motion city centre screen advertising network.The Grid was developed in response to consultation with agencies and brand owners who expressed a need to expand premium full-motion campaigns into key city centre environments.The Grid consists of seven key digital outdoor locations across six of the UK’s biggest cities. In addition to London, Manchester and Birmingham, The Grid includes the newly launched sites in Liverpool, Leeds and Glasgow which have been specifically developed to increase Ocean’s UK coverage.The seven screens are future proofed to include the latest technologies allowing fully interactive campaigns to be networked across the country.To support The Grid, Ocean has introduced a new trading model, developed to help media planners and buyers fully exploit the technical capability and potential of digital out of home.20th Century Fox is the official launch partner of The Grid, showing their latest release, the thriller “Runner Runner” starring Ben Affleck and Justin Timberlake.Visit http://bit.ly/oothegrid to watch the introduction video and find out more.
Clear Channel UK and Metro have partnered to offer free news, sport and entertainment content from the free newspaper at 10,000 bus shelters through interactive smartphone tagging.From this week, commuters across the UK can tap or scan the tags with their mobile phones at bus stops enabled with Clear Channel's mobile platform. They will be directed to a landing page with Metro news, sport and entertainment content, as well as advertiser content and information on bus timetables.Clear Channel will carry Metro advertising promoting the new service, and Metro will run a campaign raising consumer awareness of Clear Channel's mobile platform, which launched in March.Clear Channel's mobile platform allows brands advertising on its six-sheets to incorporate social media and update content in real time, which consumers can access through NFC and QR-enabled smartphones.Fellow outdoor media Admedia launched its own NFC network last month and can now add an interactive element to campaigns booked at its six-sheets in motorway service areas.
The Screen @ Cavern Quarter is Ocean’s latest city centre full-motion digital screen located in the heart of Liverpool’s shopping district.The launch partner Disney has utilised the screens full motion capabilities with animated creative that showcases their latest release, Planes. The city’s culture and heritage is at the very heart of the destination. The screen has been named after the legendary Cavern Quarter, home to the Cavern club, an infamous hang out where The Beatles hosted their first gigs.Also located opposite the entrance to the Liverpool One shopping, leisure and residential complex on the corner of Lord Street and Church Street, the Screen @Cavern Quarter dominates one of Britain’s busiest retail districts.The screen, which measures 4.08 metres wide by 6.48 metres high, which went live with a two week campaign to promote Disney’s 3D computer animated comedy, Planes.
JCDecaux launches @RailBookClub at rail stations around the UKThe @RailBookClub account has been live for six weeks and has around 1,600 followers. The account re-tweets book recommendations from its community of commuters.From the 29 August, selected recommendations will begin appearing on JCDecaux's Transvision digital screens at stations nationwide at regular intervals.The book club was launched following research conducted by JCDecaux that found that 81 per cent of commuters read every week, 38 per cent of those using an e-reader.The account will also run #BookClubShorts competitions, inviting followers to rewrite their favourite novel in a tweet, for the chance to win a book voucher.
CBS Outdoor is to follow up on last year’s ’Look for Longer’ activity, which asked commuters to guess the names of London Underground stations from a series of cryptic clues, with a follow-up execution that will ask audiences to suggest their own brain-teasers. The activity, scheduled to go live from September, is poised to play out in two phases; firstly by crowd-sourcing visual clues from commuters via its audience engagement panel work.shop.play, and then implementing the campaign’s public roll out across the London Underground network. The activity builds on the out-of-home media network’s more recent ‘Guess the Brand’ campaign, which marks 150 years of advertising on the London Underground, with a game challenging commuters to guess which notable 150 brands have advertised on the public transport hub. CBS Outdoor hopes to use the activity as further evidence that its network of sites can encourage interaction with commuters, even in areas of high footfall where commuters are often in a rush, whenever the creative content is truly engaging. It also hopes that such activity can also potentially recruit more people to its audience research tool work.shop.play.Last year’s iteration of ‘Look for Longer’, which started from 50 underground poster sites, reached over 7 million people, driving over 297,200 unique hits to the lookforlonger.com campaign site and generated over £300,000 worth of media, according to CBS Outdoor.
The Marketing Week Outdoor Works conference in association with the Outdoor Media Centre and the out-of-home industry took place on the 18th September at the British Museum. The over-arching theme of the conference focused on the power of outdoor and specifically its five benefits- its ability to connect, influence, activate, amplify and inspire. Senior industry practitioners presented valuable and insightful case studies throughout the day, with delegates hearing about fresh perspectives on technology, the outdoor space, and how cities and their inhabitants are changing in their interactions. Eight speakers were present including, David McCandless (author of Information is Beautiful), Justin Gibbons (Creative Director at Arena), Richard Reed (co-founder of Innocent Drinks), VeriçaDjurdjevic (MD of PHD Media), Marie Oldham (Chief Strategy Officer at Havas Media), David Rowan (editor of WIRED Magazine UK), Stefan Bardega (partner at MediaCom) and Tim Spencer (senior partner, semiotics and cultural insight at Truth). http://outdoorworks.marketingweek.co.uk/See http://www.outdoormediacentre.org.uk/ for photos, video and vox pops
Showcasing great British art across the UK, Art Everywhere was the largest exhibition of its kind in the world. From the 12th to 25th August 2013 some of the nation's greatest art was on display across 22,000 poster sites and billboards up and down the country. Artists, curators, media owners and entrepreneurs joined by a love of art have fuelled this massive charitable celebration, and the general public crowd-funded over £35,000 to help make it happen.Art Everywhere was supported and produced by Richard Reed, the Art Fund, Tate, Posterscope, Vizeum, 101 Creative Agency, Easyart, Blippar and ArtsMediaPeople.
Get in touch with us via:Our website- http://posterscope.com/Our blogs- http://pioneeringooh.com/Hyperspace portfolio- http://hyperspaceportfolio.wordpress.com/Twitter- https://twitter.com/Posterscope
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…
The percentage of
that have interacted
with a poster/screen
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
Digital as a Percentage of All OOH
Q1 Q2 Q3 Q4
Source: Nielsen AdDynamix
The top OOH spending categories: Jan-Jul 2013
Top 10 Categories
Telecoms Finance Drink Motors
Food Computers Cosmetics and
Spend by OOH format: Jan-July 2013
Spend Trends- Transport
Consolidated Market Place
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:
Project X- Project X will bring a different approach to Out-of-
Home with flexible campaigns that meet the changing needs
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.
About CBS 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
Out-of-Home industry conference
18th September 2013
From PR Exposure
Mentions From USA
The Peak of
Art Everywhere by numbers
59% Of Blogs by Women