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14/11/2014
The Real World
November 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: data.london.gov.uk, October 2014
Did you know…
On The Move
Source: TfL, Oct 2014
The Tube
carries more
than a billion
passengers each
year - up to four
mil...
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
Over 60% of
Londoners
agree that
customised
posters make a
brand/product
more
memorable
TouchPoints
Did you know…
TouchPoints
Sunday –
Monday are the
most popular
days for watching
VoD on mobile
devices
while
people are
OOH
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
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 Q3 2014
OOH Revenue
Total 2013 - £989.6m (2.0...
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 ...
UK Digital Outdoor Revenue by Quarter
Source: Outdoor Media Centre
0
10
20
30
40
50
60
70
80
2007 2008 2009 2010 2011 2012...
The top OOH spending categories: September 2014
Top 10 Categories
Entertainment
and leisure
Government,
social & political...
The top OOH spending advertisers: September 2014
Who’s Spending?
£22.8m
-27.1%
£14.5m
102.5%
£10.3m
-1.4%
£10.2m
-15.2%
£9...
Spend by OOH format: September 2014
Spend Trends- Roadside
£8.3m
-17.4%
Misc.
£53.6m
69.0%
Digital6s
£197.7m
1.9%
48s
£68....
Spend by OOH format: September 2014
Spend Trends- Transport
£64.9m
3.0%
£37.0m
-16.9%
£35.7m
-6.2%
£40.8m
41.1%
Note: Data...
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
Media Playground: Is Mobile Data the Fuel
for Digital OOH?
Creative Out of Home Awards 2014
Finalists Revealed
psLIVE scoop 1 Gold, 1 Silver and 2
Bronzes at the FMBE Awards
Clear Channel Starts Wrapping London
JCDecaux Signs Contract to be Media
Partner for Edinburgh
Clarks and Partners Andrews Aldridge
Come Out on Top in Big Bus Challenge
Digital Billboards Helped Recover Over
220 Missing People
London Commuters can Donate to
Charity with Contactless Payments
JCDecaux Launches Content Division
A Digital Billboard Revolution: The Top
OOH Sites Changing the Face of London
Storm Upgrades Coventry House
Introducing Ocean in Bristol
UK Adspend Growth at Three-Year High
Exterion Media teams up with Enabling
Enterprise
Exterion Media Celebrates Dylan Thomas
Centenary Festival at Westfield
Posterscope Claim Silver at the Campaign
Big Awards
Rise of the Digital Billboards Changing
the Face of London
EPE International Study Shows DOOH
Advertising Drives Mobile Engagement
Ocean’s Digital Out of Home Network
Becomes Fully Wi-Fi Enabled
Exterion Media UK’s work.shop.play.
Community Wins Industry Award
Mike Baker to step down as CEO of the
Outdoor Media Centre
“Redefining Airports” project marks UK’s
largest Airport Advertising investment
Top Shop / Twitter and Women’s Aid Top
Ocean’s Annual Art of Outdoor Awards
City Outdoor Media Presents Leeds
Central Screen
Find Out More
Get in touch with us...
Hyperspace
portfolio
Real World November 2014
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Real World November 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 November 2014

  1. 1. 14/11/2014 The Real World November 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: data.london.gov.uk, October 2014
  7. 7. Did you know… On The Move Source: TfL, Oct 2014 The Tube carries more than a billion passengers each year - up to four million journeys each day. That number is expected to increase by 2030.
  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 Over 60% of Londoners agree that customised posters make a brand/product more memorable
  12. 12. TouchPoints
  13. 13. Did you know… TouchPoints Sunday – Monday are the most popular days for watching VoD on mobile devices while people are OOH
  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 654m The number of people who access Facebook at least once a day on a mobile device
  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 3 The number of internet connected devices UK consumers use on average 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. Owned OOH
  32. 32. Experiential
  33. 33. Experiential
  34. 34. Influencing Digital Behaviour: Driving Search
  35. 35. 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
  36. 36. Online Controlling The Physical World
  37. 37. Live Video
  38. 38. Engaging Interfaces
  39. 39. Engaging Interfaces
  40. 40. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
  41. 41. New Planning Data
  42. 42. 270yd New Planning Data
  43. 43. The Out-of-Home Marketplace
  44. 44. 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
  45. 45. 0 50 100 150 200 250 300 Q1 Q2 Q3 Q4 £m Quarter 2012 2013 2014 Media Revenue Q3 2014 OOH Revenue Total 2013 - £989.6m (2.0% YOY)Source: OMC Revenue for 2014 estimated at +3% -2.2% 6.4% 0.6%
  46. 46. 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 22% of OOH spend Forecast
  47. 47. UK Digital Outdoor Revenue by Quarter Source: Outdoor Media Centre 0 10 20 30 40 50 60 70 80 2007 2008 2009 2010 2011 2012 2013 2014 £m Year Q1 Q2 Q3 Q4
  48. 48. The top OOH spending categories: September 2014 Top 10 Categories Entertainment and leisure Government, social & political organisations Telecoms FoodFinance Drink Travel and Transport Motors Media Cosmetics and personal care £101.9m -14.0% £70.1m -27.4% £51.9m -8.4% £47.0m -6.0% £45.5m 18.4% £22.8m 48.6% £23.3m 15.3% £28.9m 20.3% £34.5m -17.1% £37.9m 20.5% Note: Data up to 30th September 2014
  49. 49. The top OOH spending advertisers: September 2014 Who’s Spending? £22.8m -27.1% £14.5m 102.5% £10.3m -1.4% £10.2m -15.2% £9.8m 10.1% £6.9m -58.8% £7.4m 77.6% £7.6m 21.4% £8.1m -19.5% £9.2m -4.4% Note: Data up to 30th September 2014
  50. 50. Spend by OOH format: September 2014 Spend Trends- Roadside £8.3m -17.4% Misc. £53.6m 69.0% Digital6s £197.7m 1.9% 48s £68.6m -16.0% 96s £23.9m -64.1% Specials £7.4m -54.3% Note: Data up to 30th September 2014
  51. 51. Spend by OOH format: September 2014 Spend Trends- Transport £64.9m 3.0% £37.0m -16.9% £35.7m -6.2% £40.8m 41.1% Note: Data up to 30th September 2014
  52. 52. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
  53. 53. 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
  54. 54. 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
  55. 55. 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/
  56. 56. 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
  57. 57. 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
  58. 58. OOH Industry News
  59. 59. Media Playground: Is Mobile Data the Fuel for Digital OOH?
  60. 60. Creative Out of Home Awards 2014 Finalists Revealed
  61. 61. psLIVE scoop 1 Gold, 1 Silver and 2 Bronzes at the FMBE Awards
  62. 62. Clear Channel Starts Wrapping London
  63. 63. JCDecaux Signs Contract to be Media Partner for Edinburgh
  64. 64. Clarks and Partners Andrews Aldridge Come Out on Top in Big Bus Challenge
  65. 65. Digital Billboards Helped Recover Over 220 Missing People
  66. 66. London Commuters can Donate to Charity with Contactless Payments
  67. 67. JCDecaux Launches Content Division
  68. 68. A Digital Billboard Revolution: The Top OOH Sites Changing the Face of London
  69. 69. Storm Upgrades Coventry House
  70. 70. Introducing Ocean in Bristol
  71. 71. UK Adspend Growth at Three-Year High
  72. 72. Exterion Media teams up with Enabling Enterprise
  73. 73. Exterion Media Celebrates Dylan Thomas Centenary Festival at Westfield
  74. 74. Posterscope Claim Silver at the Campaign Big Awards
  75. 75. Rise of the Digital Billboards Changing the Face of London
  76. 76. EPE International Study Shows DOOH Advertising Drives Mobile Engagement
  77. 77. Ocean’s Digital Out of Home Network Becomes Fully Wi-Fi Enabled
  78. 78. Exterion Media UK’s work.shop.play. Community Wins Industry Award
  79. 79. Mike Baker to step down as CEO of the Outdoor Media Centre
  80. 80. “Redefining Airports” project marks UK’s largest Airport Advertising investment
  81. 81. Top Shop / Twitter and Women’s Aid Top Ocean’s Annual Art of Outdoor Awards
  82. 82. City Outdoor Media Presents Leeds Central Screen
  83. 83. Find Out More
  84. 84. Get in touch with us... Hyperspace portfolio

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