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. Platforms
We are Posters
Content Video Screens
Laptops
Tablets
Networked
Owned OOH
(e.g. buildings
or jet bridges)
Duty Free /
Retail Media &
Assets
Physical
Experiences
(sampling)
Experiential
Stands / Zones
Apps &
Games
Commerce
& Coupons
Mobile etc
Data
Technology
Ads
People
& Places
Services /
Utilities
(e.g. wifi)
re-defining
Out-of-Home
as an ecosystem
7. On The Move
Did you know…
Source: TfL, Sept 2014
You can
now use
contactless
payment cards
to travel on
Tube, tram, DLR
Overground and
most National
Rail services
in London,
including
buses.
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. OCS
Did you know…
Londoners are
56% more likely
than average to
look out for live
updates & info
when OOH
25. 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
26. 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
62%
The percentage of
UK smartphone
penetration
1.5m
The number of contactless
bus fare payments made in
London since December
35. Influencing Digital Behaviour: Driving
Search
Influencing Digital Behaviour:
Driving Search: Social Media
Social Media
Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR
"poster" OR "billboard" OR "OOH" OR "outdoor"
400
350
300
250
200
150
100
50
0
OOH Chart Title
Popularity – Total Mentions on Twitter – 3,069 over period
Mentions
Date
44. Media Revenue Growth
1999-2014 Media Revenue
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f)
Source: Aegis Media & WARC
Media
Internet
Outdoor
Cinema
Radio
TV
Magazines
Newspapers
Year
Annual total media spend in £m
45. 300
250
200
150
100
50
0
Q1 Q2 Q3 Q4
£m
Quarter
2012
2013
2014
Media Revenue Q2 2014
OOH Revenue
Total 2013 - £989.6m (2.0% YOY) Source: OMC
Revenue
for 2014
estimated
at +3%
-2.2%
6.4%
46. Top 10 Categories
The top OOH spending categories: August 2014
Entertainment
and leisure
Telecoms Drink Finance Retail
Cosmetics and
personal care
Travel and
Transport
Motors Government,
social & political
organisations
Food
£86.4m
-14.2%
£61.6m
-26.7%
£39.1m
-4.0%
£37.4m
0.5%
£36.5m
30.1%
£14.0m
23.8%
£17.3m
3.7%
£18.5m
64.3%
£29.9m
-20.7%
£32.1m
17.4%
Note: Data up to 31st August 2014
47. Who’s Spending?
The top OOH spending advertisers: August 2014
£19.4m
-27.5%
£12.5m
85.3%
£10.1m
-1.3%
£9.3m
19.4%
£7.8m
-9.5%
£5.7m
-59.5%
£6.2m
209.0%
£6.5m
-28.5%
£6.9m
21.0%
£8.0m
-5.3%
Note: Data up to 31st August 2014
48. Spend Trends- Roadside
Spend by OOH format: August 2014
6s Misc.
Digital
£7.3m
-16.8%
£40.8m
63.1%
£165.6m
2.0%
48s
£58.4m
-17.1%
96s
£20.5m
-63.1%
Specials
£5.9m
-55.3%
Note: Data up to 31st August 2014
49. Spend Trends- Transport
Spend by OOH format: August 2014
£54.4m
1.0%
£30.6m
-17.7%
£30.5m
-7.2%
£34.4m
36.2%
Note: Data up to 31st August 2014
51. Media where it matters
About JCDecaux Key Areas For Investment
Key Formats
Roadside, rail, malls, supermarkets, airports and
experiential
Geography Proprietary Research
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
+
52. About Clear Channel Key Areas For Investment
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
Key Formats
Geography
Proprietary Research
+
clearchannel.co.uk
53. About Exterion Outdoor Key Areas For Investment
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.
Key Formats
Geography
Proprietary Research
+
http://www.exterionmedia.co.uk/
54. Results are our culture
About Primesight Key Areas For Investment
Key Formats
Roadside, cinema, Glasgow subway
Geography
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
Proprietary Research
+
55. About Ocean Outdoor Key Areas For Investment
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
Key Formats
Geography
Proprietary Research
+
oceanoutdoor.com
OOH is one of the only forms of media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time.
This section examines how we can understand the connected consumer in greater depth. It encompasses industry and proprietary insight, media owner consumer panels and Route, OOH’s revolutionary audience measurement system.
So for example OCS can allow us to understand consumer shopping habits…
Londoners are 56% more likely than average to look out for live updates & info when OOH (OCS 6)
OCS 6, 2014
work.shop.play is an online research panel consisting of people aged 16+ who work, shop and play in the UK’s urban areas. It quickly provides up to date research and insight into the urban audience’s opinions, mindsets and behaviours, which can be used by Exterion Media to generate valuable audience insight and help shape clients products, services and communications.
Weekly studies are run to generate behavioural, motivational and product usage insights about our audience. To ensure panel members are kept engaged and consistently feeling part of ‘The Urban Community’ – an interactive platform has been built, hosting a programme of rewards and benefits in order to incentivise participation.
The panel is nationally representative with an up-weight to account for London audiences, and a total size of 10,000+ members. Vision Critical host the panel on behalf of Exterion Media.
Work.shop.play now have an interactive dashboard available here: www.exterionmedia.co.uk/insight
Insight for some individual categories is also available through brochures such as The Look Book and Urban Food.
The Look Book gives ideas and inspiration around Fashion & Beauty from market trends to purchase journeys for specific fashion segmentations.
Urban Food delves deep into city dwellers eating behaviours for all the main meals of breakfast, lunch and dinner to snacking mid-morning, mid-afternoon and in the evening.
The research study, undertaken by Ipsos MediaCT and MGE Data, combines several elements:
- The largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year.
- A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM).
- Also from the TIM, the realistic opportunity to see (ROTS) has been calculated
- Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research accounts for scale, orientation and distance. It also calibrates properties such as movement and illumination.
Sources:
Science Omega, 12th April 2013
http://www.thinkwithgoogle.com
http://www.thinkwithgoogle.com
Media Week, 14th August 2013
Evening Standard, 3rd June 2013
LoveUK
Google Insight
Business Insider, October 2012
Evening Standard, 3rd June 2013
Posterscope embedded interactive digital screens in 20 bus shelters around the country to show hyper-local consumer generated reviews on Yell. Users can drill down into more detail to read the full review using the on-screen interface.
John Lewis, the official department store of London 2012, wrapped its Oxford Street and Westfield Stratford City stores in spectacular fashion, with branded banners as part of its support for the Games. The Oxford Street store was wrapped with an asymmetric British flag, whilst a banner displaying medals made from items shoppers could buy in store went up at Stratford. The campaign, executed by Posterscope, formed part of a wider campaign targeting both domestic and international tourists while they are around the Olympic venues and travelling across the capital
Online fashion retailer, Very.co.uk, launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One. The ‘window shop’ incorporated both NFC and QR code functionality which allowed passers-by with smartphones or tablets to scan and shop the collections on the Very.co.uk website. Purchases ordered before 9pm were delivered for free the following day. The windows featured three of Very.co.uk’s key festive trends, Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which were specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the e-tailer. The campaign was planned and bought by Posterscope and Carat.
Mr Peabody and Sherman – Interactive Digital 6Sheet with Augmented Reality
For the launch of new film Mr. Peabody and Sherman, an interactive 6-sheet campaign featuring augmented reality was placed in 5 malls across the UK. The public could choose from 3 different eras from history and overlay the corresponding accessories on their head. They could also overlay Mr. Peabody’s iconic glasses and bow-tie onto themselves before having their picture taken.
The public were encouraged to enter their e-mail address for their photos to be sent to them. They could then choose to share their pictures with friends and family.
Strava is website and mobile application used by runners and cyclists to track runs and rides through GPS. Combining stat tracking with social networking, it provides route rankings, reward badges and timed challenges to its users.
The Strava map above shows cycling activity during the night of the Dunwich Dynamo, 20-21 July 2013, when a thousand or so people cycled from London to the Norfolk coast.
A snake of light shows the riders gliding through the night, while the bright lights appearing all over the UK and Europe are regular users of the app.
This data source provides fascinating location based data trails and helps us identify which roads index highest to target cyclists in the UK, helping us make a more data driven approach to selecting roadside locations to place OOH posters.
http://lcc.org.uk/articles/strava-map-shows-hundreds-of-dunwich-dynamo-cycling-trips-from-london-to-the-norfolk-coast
The internet has seen a huge uplift in the past decade- from almost no revenue in 1999, to becoming the largest advertising media today. This rise has been at the expense of press, with newspapers and magazines seeing dwindling revenue. Those papers which have adapted to online formats have survived whilst local newspapers have suffered. Outdoor, TV and Radio have maintained a similar share of voice across the period.
2014 2013 YOY
Tube £54.4m £53.9m 1.0%
Airport £30.5m £32.9m -7.2%
Bus £30.6m £37.2m -17.7%
Rail £34.4m £25.2m 36.2%
Taxi £0.00 £0.00 -
Total £149.9m £149.1m 0.5%
(data up to 31st August 2014)
Strapline: Media where it matters
About:
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
Key Formats:
Roadside: Large and small-format locations nationwide including The Platinum Collection of premium sites such as the M4 Torch and Old Street Roundabout, national 6-sheets and national StreetTalk phone kiosks.
Rail: National networks of large and small format digital and poster sites, key locations such as Euston Motion and immersion zones that deploy wraps and digital screens.
Malls: National digital networks across premium malls including the high-profile M-Vision portrait screens and a national digital 6-sheet network.
Supermarkets: National 6-sheet networks at ASDA, Tesco, Morrisons and Waitrose.
JCDecaux Airport: Digital and high impact media space at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, Eurostar at St. Pancras International, London Luton and Eurotunnel.
Experiential: JCDecaux Live reaches audiences at multiple locations including Covent Garden and Canary Wharf, London Underground, UK airports, premium malls, national rail stations, student unions and leading venues from ExCel London and the LG Arena to the NEC.
Geography: Nationwide across environments in all the key cities across the UK
Areas for Investment:
Roadside: Continued investment in digital following the digitisation of The Cromwell Road Digital Gateway. 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.
Digital investment at Tesco.
Airport: JCDecaux Airport will unveil digital and high impact media space for Heathrow Terminal 2 launch.
Experiential: Newly launched division JCDecaux Live links experiential to screens in malls and rail stations and is set to expand the multi-environment portfolio further.
Research: Exclusive and bespoke insight from JCDecaux’s Connected Commuter and Connected Youth communities.
‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport.
http://www.jcdecaux.co.uk/
Strapline: Results are our culture
About:
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.
Key formats:
6 sheets
Roadside- 9517
Cinema- 967
Cinema digital- 131
48 sheets
Roadside- 5674
HD- 197
BL- 373
69 sheets
Roadside- 416
HD- 110
BL-63
Glasgow subway
DEP- 48
6 sheets- 152
Digital 6 sheets- 20
Geography: National coverage with sites in all major cities across the UK and Glasgow Underground
Investment:
Primesight has spent millions in recent years investing in our estate and portfolio including:
HD 48’s, HD 96’s
Backlights
Illuminations- i.e. 6 sheets outside key convenience stores
Illumination enhancement project via LED
Digital, 6 sheets
DEPs x48
Ongoing audit of panels across the UK is continuous
Recent improvements have been made to key sites such as Waterloo/ Elephant and Castle
Proprietary insight:
Primemobile
Primedesign
Hitwise
EPOS
Shopwyre
Geofencing
http://www.primesight.co.uk/
TfL Kicks off Pitch for £500m London Bus Shelter Contract
Transport for London has kicked off the £500 million contest to install and operate its street furniture across London in the first of three major tenders.
Clear Channel UK has held the contract since 2005 and maintains more than 30,000 bus shelters and bus stops in the capital. As part of the contract, Clear Channel sells advertising on 5,000 sites.
JCDecaux, which already operates street furniture for a number of London boroughs including Camden, as well as in Manchester and Glasgow, is expected to pitch for the business.
According to a tender document seen by Campaign, the contract is worth £200-500 million, excluding VAT, over an initial five years, with an option to extend the arrangement for an additional three. The tender is divided into eight lots and companies can bid for as many as they wish.
The reduction in the length of the contract from ten years and the division of the tender into lots follow guidelines set out by the Office of Fair Trading in 2012 after a competition investigation into the sector.
After this review, TfL will call a pitch for the £1 billion ten-year ad contract for the London Underground, held by Exterion Media.
TfL is then expected to review its contract to sell ads on the side of buses, which is also handled by Exterion.
Via: Media Week
Exterion Media Expands into Partnerships with the Appointment of Dan Cresta as Director
Exterion Media UK has today announced the promotion of Dan Cresta, Head of Client Strategy, to the newly created role of Partnerships Director. Cresta will remain based in London and will report into Jason Cotterrell, Managing Director UK.
The new post underpins Exterion Media’s vision for the future of driving collaboration in the industry and meeting demand for ever more integrated media solutions. Cresta will be tasked with creating and developing strategic partnerships to accelerate asset development, drive revenue growth and support the company’s Engaging Urban Audiences positioning.
Cresta will look to build on Exterion Media’s existing partnerships with the likes of TimeOut & Proxama, and generate a community of partners that can meet and develop the market’s thirst for integrated solutions. He will concentrate on fostering new relationships in the mobile, content, data, payment, infrastructure and social arenas.
Cresta has over eighteen years’ experience in the media industry. Prior to joining Exterion Media, he held the position of Strategy Director at Naked Communications, and also worked at Universal McCann, Mindshare, PHD and WCRS.
This summer’s appointment of Andrew Morley as the chief executive of Clear Channel appears to confirm that out-of-home is moving ever closer to the mobile sector.
Morley, who made a name for himself as the vice-president of marketing at Moto-rola for seven years, has spent the past three working for Google. His arrival at Clear Channel’s Golden Square came just weeks after Telefónica’s Shaun Gregory took the helm at Exterion across town in Camden.
Neither has worked in outdoor before, but both wax lyrical about the digital opportunities they see unfolding. Of the £1 billion advertising revenues generated by the sector last year, 25 per cent are now related to new digital sites.
“When I look at the media landscape, I see outdoor as having huge opportunities,” Morley says. “There’s some macro-social dynamics – people are spending more time outdoors. And, in terms of consumer habits, you can see how people indoors might use mobile alongside TV; outdoors, the natural connection with mobile is with outdoor advertising.”
Clear Channel has announced plans to add 75,000 QR codes to sites in areas that feature heavy footfall and long dwell-times in an initiative called Connect.
Universal Pictures used Clear Channel’s shopping malls network this summer to promote the movieDespicable Me 2. Children and parents were given the opportunity to personalise the on-screen creative of the film character Gru’s minions via their mobile phone.
“It’s about interacting with audiences in a different way,” Morley says. “People love it and clients love it, particularly in the entertainment space.”
In his new role, Morley leads 700 people and takes charge of 60,000 sites. Yet, for all the talk of reinvention, critics will note that less than 10 per cent of the industry’s sites are currently connected digital networks.
Clear Channel enjoyed a boost after British Airways’ “magic of flying” campaign swept the boards at Cannes. The ads demonstrate how dynamic outdoor can be, with creative controlled by GPS technology on the bottom of planes.
It is the ideal showcase for the company’s premium Storm operation. While Morley’s claim that the phones have not stopped ringing since Cannes must be taken with a pinch of salt, it’s a welcome boost to a part of the business that has yet to get into its stride.
The departure in July of Storm’s managing director, Errol Baran, indicates that the flexible digital business within a business has failed to gain traction. Some suggest that the market is not yet big enough to sustain its premium rates. Morley calls it “early days”, but insists: “We’re happy with how the first year’s gone and with the difference it’s bringing to the market.”
In terms of personal KPIs, it is surprising to hear that the new chief executive’s focus is on the wider industry as much as Clear Channel. He talks of being an ambassador for a medium that he believes should be twice as big and command 20 per cent of media spend.
He says: “My role is not to compete with the outdoor competitors, it’s to compete with the other media owners that have over their fair share.I want to grow the industry for everyone and, if we can keep our share [around 22 per cent], then I’m happy.”
Morley comes across as an incredibly smart and amiable operator; he sits well with Clear Channel’s reputation for housing a friendly and intelligent workforce, but is there a risk of being too nice?
Transport for London’s 10 year contract for London’s bus shelters, valued at more than £250 million, is now in play. The business has secured Clear Channel’s dominance of the six-sheet market in the capital. Morley should expect a tough fight if he wants to retain it, but be assured it will be against hungry rival outdoor players, not other media owners.
Via: Media Week
Barclaycard Unveils Payment Wristband for TfL’s Contactless Roll-Out
Barclaycard has launched an exclusive contactless payment wristband to help London commuters speed up their travel and avoid ‘card clash’, as TfL today rolls out contactless across its entire network.
The bPay band allows users to make contactless payments across the London transport network using just a wave of their wrist. Any UK Visa or MasterCard debit holder can link up to the service and Barclaycard is today inviting Londoners to sign up for one of 10,000 free wearable bands.
The band contains a contactless payment chip that enables consumers to ‘touch and pay’ for transactions of up to £20 where contactless payments are accepted – including across the TfL network and selected retail outlets.
The band, which has been launched to tap into the rapid growth of the contactless payment market, was trialled at the Pride in London LGBT celebration in June and the Barclaycard British Summer Time music festival in Hyde Park in July. It is set to be made publicly available next year, Barclaycard said.
Via: Brand Republic