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Real World April 2014


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The Real World is Posterscope's monthly market update featuring up-to-date market facts and figures, latest developments and some great OOH campaigns.

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Real World April 2014

  1. 1. 01/04/2014 The Real World April 2014
  2. 2. Re-defining Out-of-Home
  3. 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. 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
  5. 5. People & Places
  6. 6. Did you know… Seasonal Stats Source: Webloyalty panel, March 2014
  7. 7. Did you know… On The Move UK airport passenger numbers rose by 3.5% in 2013 Source: Civil Aviation Authority, March 2014
  8. 8. Understanding The Connected Consumer
  9. 9. OCS Constantly consumer- centric Constantly consumer- centric
  10. 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. 11. Did you know… OCS 11% The percentage of consumers that actually made a purchase in a physical shop, supermarket, restaurant or cinema in the last 7 days as a direct result of seeing an OOH ad
  12. 12. TouchPoints
  13. 13. Did you know… TouchPoints 81% of adults who use their smartphones to scan QR codes do so at least once a week
  14. 14. Posterscope and JCDecaux VirtuoCity
  15. 15. JCDecaux Connected Commuter/ Youth
  16. 16. Clear Channel Ngen
  17. 17. Exterion Media
  18. 18. Data Driven Targeting
  19. 19. A pioneering new travel survey
  20. 20. Measuring audiences whilst OOH
  21. 21. Revolutionising the way we plan OOH
  22. 22. We Live in a Convergent World
  23. 23. 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
  24. 24. 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%
  25. 25. Gateway to Mobile Content: NFC
  26. 26. Networked OOH: Real-Time
  27. 27. Networked OOH: Public Utility
  28. 28. Owned OOH
  29. 29. Owned OOH
  30. 30. Experiential
  31. 31. Experiential
  32. 32. Influencing Digital Behaviour: Driving Search
  33. 33. Social Media Influencing Digital Behaviour: Driving Search Mentions of "gocompare" OR "" 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
  34. 34. Online Controlling The Physical World
  35. 35. Live Video
  36. 36. Engaging Interfaces
  37. 37. Engaging Interfaces
  38. 38. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
  39. 39. New Planning Data
  40. 40. 270yd When navigating, mobile Ad is served within a 200m proximity to the geo – fenced poster site Integrated Mobile & OOH Planning
  41. 41. The Out-of-Home Marketplace
  42. 42. 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
  43. 43. 0 50 100 150 200 250 300 Q1 Q2 Q3 Q4 £m Quarter 2011 2012 2013 Out-of-Home Showing Growth +0.1% +5.9% OOH Revenue Total 2013 - £989.6m (2.0% YOY) Source: OMC Revenue for 2014 estimated at +3% -4.8% 7.2%
  44. 44. The top OOH spending categories: Feb 2014 Top 10 Categories Entertainment and leisure Drink Telecoms Finance Travel and Transport Government, so cial & political organisations Food Motors Computers Media £21.1m -11.5% £12.1m -11.7% £10.4m 41.8% £8.5m 19.8% £8.0m 64.7% £3.0m -17.4% £4.0m 6.1% £4.0m 87.1% £5.7m -50.2% £7.0m 20.4% Note: Data up to 28th Feb 2014
  45. 45. The top OOH spending advertisers: Feb 2014 Who’s Spending? £4.4m 29.0% £2.9m 114.7% £2.6m 182.0% £2.4m 157.5% £2.2m -35.1% £1.7m 213.3% £1.7m 190.3% £1.7m -7.9% £1.7m -7.2% £2.0m 309.9% Note: Data up to 28th Feb 2014
  46. 46. Spend by OOH format: Feb 2014 Spend Trends- Roadside £1.3m -16.4% Misc. £5.2m 33.7% Digital6s £36.1m 17.2% 48s £12.8m -7.1% 96s £4.8m -61.1% Specials £1.2m -51.2% Note: Data up to 28th Feb 2014
  47. 47. Spend by OOH format: Feb 2014 Spend Trends- Transport £12.0m -0.9% £6.1m 24.1% £6.0m -7.8% £9.2m 68.9% Note: Data up to 28th Feb 2014
  48. 48. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
  49. 49. 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 €2,623m in revenue in 2012, JCDecaux now operates in 55 markets worldwide and is market-leader in the UK About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
  50. 50. 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 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 Key Formats Geography Proprietary Research +
  51. 51. 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 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 +
  52. 52. 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 ng 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 Key Formats Geography Proprietary Research + Results are our culture
  53. 53. 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 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research +
  54. 54. OOH Industry News
  55. 55. Outdoor Can Change the World
  56. 56. Clear Channel Outdoor Planning Awards 2014 Shortlist Revealed
  57. 57. TfL and Clear Channel Team Up to Trial Interactive London Bus Stop
  58. 58. Ocean Introduces Full-Motion and The Screen @ Manchester One
  59. 59. JCDecaux Unveils SmartScreen
  60. 60. IPA TouchPoints5: Rise of the Connected Consumer
  61. 61. Clear Channel Launches ‘Connect’, the First Global OOH Mobile Interactive Advertising Platform
  62. 62. Exterion Media hires Shaun Gregory as CEO
  63. 63. BlowUP Media to Unveil Super Motion OOH First in Cardiff
  64. 64. Exterion Media UK Launches ‘Culture Mondays’ Initiative’
  65. 65. JCDecaux to Trade on Audience Insight for New SmartScreen
  66. 66. Amscreen Launches Audience Assured Advertising
  67. 67. UK Retailers Adopt Beacons Technology in Shopping Centre First
  68. 68. Digital OOH Media Exposure Up 75%
  69. 69. Westfield to Trial NFC Technology Within the Next 9 Months
  70. 70. Ocean Outdoor Launch The Screen On The Tyne
  71. 71. Find Out More
  72. 72. Get in touch with us... Hyperspace portfolio