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08/08/2014
The Real World
August 2014
Re-defining
Out-of-Home
We Live in a Changing World
Formats are
converging
OOH Connectivity is high
There is increasing
global mobility…
New techn...
We are
Posters
Laptops
Tablets
Duty Free /
Retail Media &
Assets
Owned OOH
(e.g. buildings
or jet bridges)
Networked
Video...
People & Places
Did you know…
Seasonal Stats
Source: ScotRail, July 2014
Did you know…
On The Move
Source: JCDecaux, 2014
At the airport,
tend to buy
premium
rather than
standard
goods
71% of
fas...
Understanding The
Connected Consumer
OCS
Constantly
consumer-
centric
Constantly
consumer-
centric
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 h...
Did you know…
OCS
28%
The percentage
of Londoners
that have used a
contactless card
to pay for a good
or service
TouchPoints
Did you know…
TouchPoints
17% of adults
visit their local
high street
daily
JCDecaux
Connected Commuter/ Youth
Clear Channel
Ngen
Exterion Media
work.shop.play
JCDecaux
Business Traveller 2
JCDecaux
Connected
Data Driven Targeting
A pioneering new travel survey
Measuring audiences whilst OOH
Revolutionising the way we plan
OOH
We Live in a Convergent
World
Driven by technology…
30%
The percentage of
Google searches
containing a location
component
Smartphones are critical
shopp...
And consumer expectation
313,141
The number of Facebook Places
check-ins at the O2 Arena-
the UK’s number one place to
che...
Gateway to Mobile Content: NFC
Networked OOH: Real-Time
Networked OOH: Public Utility
Owned OOH
Owned OOH
Experiential
Experiential
Influencing Digital Behaviour:
Driving Search
Social Media
Influencing Digital Behaviour: Driving
Search
Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND ...
Online Controlling The Physical
World
Live Video
Engaging Interfaces
Engaging Interfaces
Index of tweets vs. the
norm in proximity to
posters in Nottingham
New Planning Data
New Planning Data
270yd
New Planning Data
The Out-of-Home
Marketplace
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,...
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...
The top OOH spending categories: June 2014
Top 10 Categories
Entertainment
and leisure
Media
Telecoms Retail Drink Finance...
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...
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
-1...
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 t...
31%
23%
21%
8%
17%
Consolidated Market Place
Others Est. Market share based on revenue
Roadside, rail, malls, supermarkets, airports and
experiential
Nationwide across environments in all the key cities
across...
Roadside, supermarkets, shopping malls, digital portfolio,
Pinnacle
Nationwide
Special builds, digital and interactivity:
...
Underground, bus, retail (Westfield Stratford, Westfield
London and One New Change), National Rail
National with a dominan...
Roadside, cinema, Glasgow subway
National coverage with sites in all major cities across
the UK and Glasgow Underground
HD...
Large-format digital, iconic landmark and super-premium
banner locations
Ocean has a regional footprint that spans the fol...
OOH Industry News
Posterscope Shortlisted for Data
Innovation at Media Week Awards
Posterscope Highly Commended for
Analytics in Action Awards 2014
JCDecaux Unveils ‘Connected’
Ocean Outdoor Buys Signature Outdoor
in £15m Deal
JCDecaux Expands Digital Offering in
Newcastle
Ocean Announces Judging Panel for Art
of Outdoor 2014 Competition
Posterscope Extends to Brisbane
Outdoor Plus Expands Portfolio as Part of
Additional £10m Investment
EE to Offer Contactless Mobile Payments
for London Travel
Evian to Help Travellers Beat the
Underground Heat in 3 Year Deal with TfL
Clear Channel UK Reviews Senior
Leadership Team
Gregory Has Ambitious Plans for Exterion
Media
IPA Bellwether
Internet of Things Brings Opportunities
for Brands
Antony Gormley and Grayson Perry
Launch Art Everywhere
A Welcome Break for Amscreen
Richard Reed Blogs About Art
Everywhere
The Campaign CityLive Challenge
Brandspace Undergoes Rebrand
Following Limited Space Acquisition
Be the Centre of Attention with Exterion’s
Big Bus Challenge
Out of Home Adspend Forecast to Exceed
£1bn in 2014
Dentsu Aegis Network Shops Back
Vizeum’s Camelot Win
Find Out More
Get in touch with us...
Hyperspace
portfolio
Real World August 2014
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Real World August 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.

Published in: Marketing

Real World August 2014

  1. 1. 08/08/2014 The Real World August 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: ScotRail, July 2014
  7. 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
  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 28% The percentage of Londoners that have used a contactless card to pay for a good or service
  12. 12. TouchPoints
  13. 13. Did you know… TouchPoints 17% of adults visit their local high street daily
  14. 14. JCDecaux Connected Commuter/ Youth
  15. 15. Clear Channel Ngen
  16. 16. Exterion Media work.shop.play
  17. 17. JCDecaux Business Traveller 2
  18. 18. JCDecaux Connected
  19. 19. Data Driven Targeting
  20. 20. A pioneering new travel survey
  21. 21. Measuring audiences whilst OOH
  22. 22. Revolutionising the way we plan OOH
  23. 23. We Live in a Convergent World
  24. 24. 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
  25. 25. 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%
  26. 26. Gateway to Mobile Content: NFC
  27. 27. Networked OOH: Real-Time
  28. 28. Networked OOH: Public Utility
  29. 29. Owned OOH
  30. 30. Owned OOH
  31. 31. Experiential
  32. 32. Experiential
  33. 33. Influencing Digital Behaviour: Driving Search
  34. 34. 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
  35. 35. Online Controlling The Physical World
  36. 36. Live Video
  37. 37. Engaging Interfaces
  38. 38. Engaging Interfaces
  39. 39. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
  40. 40. New Planning Data
  41. 41. 270yd New Planning Data
  42. 42. The Out-of-Home Marketplace
  43. 43. 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
  44. 44. 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%
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
  50. 50. 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
  51. 51. 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
  52. 52. 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/
  53. 53. 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
  54. 54. 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
  55. 55. OOH Industry News
  56. 56. Posterscope Shortlisted for Data Innovation at Media Week Awards
  57. 57. Posterscope Highly Commended for Analytics in Action Awards 2014
  58. 58. JCDecaux Unveils ‘Connected’
  59. 59. Ocean Outdoor Buys Signature Outdoor in £15m Deal
  60. 60. JCDecaux Expands Digital Offering in Newcastle
  61. 61. Ocean Announces Judging Panel for Art of Outdoor 2014 Competition
  62. 62. Posterscope Extends to Brisbane
  63. 63. Outdoor Plus Expands Portfolio as Part of Additional £10m Investment
  64. 64. EE to Offer Contactless Mobile Payments for London Travel
  65. 65. Evian to Help Travellers Beat the Underground Heat in 3 Year Deal with TfL
  66. 66. Clear Channel UK Reviews Senior Leadership Team
  67. 67. Gregory Has Ambitious Plans for Exterion Media
  68. 68. IPA Bellwether
  69. 69. Internet of Things Brings Opportunities for Brands
  70. 70. Antony Gormley and Grayson Perry Launch Art Everywhere
  71. 71. A Welcome Break for Amscreen
  72. 72. Richard Reed Blogs About Art Everywhere
  73. 73. The Campaign CityLive Challenge
  74. 74. Brandspace Undergoes Rebrand Following Limited Space Acquisition
  75. 75. Be the Centre of Attention with Exterion’s Big Bus Challenge
  76. 76. Out of Home Adspend Forecast to Exceed £1bn in 2014
  77. 77. Dentsu Aegis Network Shops Back Vizeum’s Camelot Win
  78. 78. Find Out More
  79. 79. Get in touch with us... Hyperspace portfolio

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