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Real World July 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, Business, Technology
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Real World July 2014

  1. 1. 10/07/2014 The Real World July 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: The Telegraph and OCS, 2014
  7. 7. Did you know… On The Move People remain Source: DfT British social attitudes survey, 2013 reluctant to reduce the amount they travel by plane (only 19% agreed with the statement “I am willing to reduce the amount I travel by plane”)
  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 43.8% The percentage of those aged 50+ that they would rather go to a high street shop than order goods online (13% more likely than the UK average)
  12. 12. TouchPoints
  13. 13. Did you know… TouchPoints On an average Tuesday OOH reaches half of 16-34 adults by 9am
  14. 14. JCDecaux Connected Commuter/ Youth
  15. 15. Clear Channel Ngen
  16. 16. Exterion Media
  17. 17. JCDecaux Business Traveller 2
  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 New Planning Data
  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. Media Revenue Q1 2014 OOH Revenue Total 2013 - £989.6m (2.0% YOY)Source: OMC Revenue for 2014 estimated at +3% 0 50 100 150 200 250 300 Q1 Q2 Q3 Q4 £m Quarter 2012 2013 2014 -2.2%
  44. 44. The top OOH spending categories: May 2014 Top 10 Categories Entertainment and leisure Media Telecoms Food Finance Drink Travel and Transport Motors Government, social & political organisations Retail £52.1m -12.6% £37.2m -16.6% £26.7m 44.5% £26.5m -3.8% £24.9m -5.1% £10.7m -16.3% £10.7m -15.2% £13.5m 63.4% £18.4m -32.7% £22.2m 12.4% Note: Data up to 31st May 2014
  45. 45. The top OOH spending advertisers: May 2014 Who’s Spending? £10.2m -9.4% £7.6m 122.5% £6.0m 49.1% £5.8m 241.7% £5.3m -0.7% £4.5m 16.4% £4.6m 1031.2% £5.0m 4.9% £5.1m -22.8% £5.3m 94.4% Note: Data up to 31st May 2014
  46. 46. Spend by OOH format: May 2014 Spend Trends- Roadside £3.3m -36.4% Misc. £21.0m 28.3% Digital6s £106.7m 8.4% 48s £37.7m -15.0% 96s £13.2m -61.9% Specials £3.3m -65.8% Note: Data up to 31st May 2014
  47. 47. Spend by OOH format: May 2014 Spend Trends- Transport £35.8m 2.4% £19.0m -13.3% £17.2m -8.2% £24.5m 50.6% Note: Data up to 31st May 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 €2,676.2 million in revenue in 2013, JCDecaux now operates in more than 55 markets worldwide and is market-leader in the UK About JCDecaux Key Areas For Investment 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 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 +
  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, 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 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 Ocean Outdoor reported revenues of £23.4 million in 2012 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research +
  54. 54. OOH Industry News
  55. 55. PSI Opens APAC Headquarters in Singapore
  56. 56. Posterscope Hires Starcom’s Huber for Comms
  57. 57. The Art of Outdoor Digital Competition 2014 Opens for Entries
  58. 58. LoveContent 2014 – Digital OOH Creative Awards Announced
  59. 59. Andrew Morley Becomes CEO of Clear Channel UK
  60. 60. JCDecaux Airport Hire Rob Elms
  61. 61. More Digital Ads Coming to the Top of London Black Cabs
  62. 62. TfL and Amazon to Install Lockers at Underground Stations
  63. 63. King’s Cross Named Best Station
  64. 64. Forrest Media Branches Out In Newcastle
  65. 65. Questions for the Creatives at Cannes Lions 2014
  66. 66. AXA Uses EE Mobile Data to Microtarget Outdoor Ads
  67. 67. Fabulous GAYTMs Win Grand Prix in the Outdoor Lions
  68. 68. Exterion Media CEO Calls on the OOH Industry to Change
  69. 69. Clear Channel Outdoor Creates Interactive Football Game at Cannes
  70. 70. Location Tech and Mobile Map Out Way to Better Business
  71. 71. WaterAid Launches To be a Girl Appeal with Exterion Media
  72. 72. Art Everywhere at Cannes
  73. 73. Outdoor Plus Screens to Show Geoff Shreeves World Cup Tweets
  74. 74. New Eye-Tracking Tech Aims to Tackle Accountability in OOH
  75. 75. Top London Shopping Street Installs Beacons in 100 stores
  76. 76. Tfl and ESPN FC to Display World Cup Updates on London Underground
  77. 77. Find Out More
  78. 78. Get in touch with us... Hyperspace portfolio