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The Real World February 2015

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The Real World is Posterscope's monthly market update detailing latest figures, campaigns, developments and industry news.

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The Real World February 2015

  1. 1. 26/02/2015 The Real World February update 2015
  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: eHarmony
  7. 7. Did you know… On The Move Source: TFL Everyday approximately 24million journeys are made across the London’s transport system
  8. 8. Understanding The Connected Consumer
  9. 9. OCS Constantly consumer- centric Constantly consumer- centric
  10. 10. OCS in Numbers 6,765 Total sample in UK 7th Version Release Date Feb 2015 100,000+ Global respondents 30 Countries OCS is run in 250 Brands now included on the survey 41 Number of OOH formats analysed within OCS %
  11. 11. Did you know… OCS According to the new OCS data, illumination effects on posters are the most noticeable type of customisations
  12. 12. TouchPoints
  13. 13. Did you know… TouchPoints 63% of Londoners recall seeing an OOH advert in the past day
  14. 14. JCDecaux Connected
  15. 15. Clear Channel Ngen
  16. 16. Exterion Media work.shop.play
  17. 17. Latest summary of OOH Insight & Trends Posterscope Media Digest
  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… 50% of mobile users are likely to visit after conducting a local search 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 370 contactless transactions are made every minute in the UK 890m Daily active users of Facebook on average
  24. 24. And consumer expectation 4.9b Connected "Things" Will Be in Use in 2015 1.5m The number of contactless bus fare payments made in London since December The percentage of UK smartphone penetration in 2014 68%300m Photos uploaded to Facebook every day
  25. 25. Gateway to Mobile Content: NFC
  26. 26. Networked OOH: Real-Time
  27. 27. Owned OOH
  28. 28. Experiential
  29. 29. Influencing Digital Behaviour: Driving Search
  30. 30. 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
  31. 31. Online Controlling The Physical World
  32. 32. Live Video
  33. 33. Engaging Interfaces
  34. 34. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
  35. 35. New Planning Data
  36. 36. 270yd New Planning Data
  37. 37. The Out-of-Home Marketplace
  38. 38. 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 2014 Internet Outdoor Cinema Radio TV Magazines Newspapers Media Year Annualtotalmediaspendin£m
  39. 39. £0.0 £50.0 £100.0 £150.0 £200.0 £250.0 £300.0 £350.0 Q1 Q2 Q3 Q4 2012 2013 2014 Media Revenue 2014 Source: OMC Total 2013 - £1,019m (3.0% YOY) -2.2% 6.4% 0.6% 6.1%£m
  40. 40. UK Digital OOH Revenue 0 50 100 150 200 250 300 350 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: OMC/Posterscope estimates 3.8% of OOH spend 27% of OOH spend Forecast
  41. 41. 0 10 20 30 40 50 60 70 80 90 2011 2012 2013 2014 Q1 Q2 Q3 Q4 UK Digital Outdoor Revenue by Quarter Source: OMC Total 2014 - £271.2m (27% YOY) £m
  42. 42. The top OOH spending categories: January-December 2014 Top 10 Categories Entertainment and leisure Media Telecoms FoodFinance Drink Travel & Transport Motors Cosmetics & Personal Care Retail £145.7m -12.1% £102.6m -19.5% £75.5m -5.2% £70m 0.18% £55m 6.75% £33.6m 13.31% £33.7m 12.07% £34.2m 15.89% £44.6m -14.75% £51m -22.69%
  43. 43. The top OOH spending advertisers: January-December 2014 Who’s Spending? £28.8m -23.91% £18.8m 85.44% £12.5m -1.6% £12.2m -6.99% £12m -20.18% £9.3m -9.99% £10.2m 0.74% £10.3m 42.73% £11m -22.61% £11.2m 1.23%
  44. 44. The top OOH spending advertisers: January 2015 Who’s Spending? £3.0m 0.00% £2.4m 8.72% £1.5m 30.28% £1.4m -2.8% £1.3m -2.5% £8m 0.00% £9.37m 40.40% £1m 0.00% £1.2m -7.6% £1.2m -91.6%
  45. 45. Spend by OOH format: January - December 2014 Spend Trends- Roadside £85m 78.0% Digital6s £290m 4.6% 48s £92m -15.2% 96s £31m -64.0% Specials £12m -49.4%
  46. 46. Spend by OOH format: January 2015 Spend Trends- Roadside £6.4m 286.0% Digital6s £15.7m -10.28% 48s £7.02m 18.6% 96s £2.43m -25.0% Specials £0.6m -3.11%
  47. 47. Spend by OOH format: January – December 2014 Spend Trends- Transport £89.4m 3.2% £54.5m -9.3% £49.3m -3.3% £54.6m 34.9%
  48. 48. Spend by OOH format: January 2015 Spend Trends- Transport £6.5m 9.44% £4.3m 31.5% £3.0m 4.8% £3.2m -29.7%
  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. Posterscope Views and Events allarticlesarelocatedat www.pioneeringooh.com
  56. 56. The future’s bright…. Beacon technology and airport media
  57. 57. 2/26/2015
  58. 58. The Pioneers – an audience with Sir John Hegarty
  59. 59. Posterscope release real-time white paper CLICK HERE TO ACCESS
  60. 60. OOH Industry News
  61. 61. Strong Q4 drives OOH 2014 revenue of £1bn
  62. 62. Outdoor Media Centre appoints Alan Brydon as chief executive
  63. 63. 2/26/2015 City of Edinburgh launches
  64. 64. 2/26/2015 Amscreen and Clear Channel UK pen digital screen deal
  65. 65. Exterion restructure and create EM Solutions
  66. 66. Ocean Launch The Northern Light
  67. 67. A new banner opportunity from Outdoor Plus
  68. 68. New Poster Art on London Transport
  69. 69. 2/26/2015 City Outdoor presents Leeds Central
  70. 70. Ocean Outdoor launch the Manchester Media Wall
  71. 71. 2/26/2015 OMC appoints Mark Craze as chairman
  72. 72. 2/26/2015 JCDeaux steps down from the OMC
  73. 73. 2/26/2015 Clear Channel appoint Sarah Speak as CMO
  74. 74. 2/26/2015 Clear Channel awarded Glasgow Street Furniture
  75. 75. 2/26/2015 JCD launch Southbank EC1
  76. 76. 2/26/2015 Outdoor Plus launch new banner site
  77. 77. Stuff we like
  78. 78. Ikea The Joy of Storage
  79. 79. British Gas Hive launches real-time campaign in Manchester
  80. 80. Awesome Lego projection
  81. 81. Corsa uses real-time temperature data
  82. 82. Net-A-Porter promotes its winter wear
  83. 83. 2/26/2015 Unsuspecting Public given Disney Surprise
  84. 84. 2/26/2015 This pizza brand OOH is hard to see!
  85. 85. 2/26/2015 Reebok gives people a lift (literally)
  86. 86. 2/26/2015 Twitter and TOPSHOP showcase emerging fashion trends
  87. 87. A Pop-Up Cuddle Café Is Coming To London
  88. 88. N.Y. Subway Riders Play Virtual Basketball With Carmelo Anthony
  89. 89. 300 Android Devices Form A Choir
  90. 90. Drones Deliver Roses
  91. 91. Capital Launches Live London OOH Music Feed
  92. 92. Public Invited To Experience Isolation Of Cancer Sufferers In Macmillan Campaign
  93. 93. Do Something Good Before You Become A Zombie
  94. 94. 2/26/2015 Free Killer Tan
  95. 95. Clever Billboard Features McDonald’s Egg McMuffin Rising Along With The Sun
  96. 96. Welcome To Mustang “Speed Dating”
  97. 97. Find Out More
  98. 98. Get in touch with us... Hyperspace portfolio

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