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The Real World 
September 2014 
12/09/2014
Re-defining 
Out-of-Home
We Live in a Changing World 
Formats are 
converging 
OOH Connectivity is high 
There is increasing 
global mobility… 
New...
Platforms 
We are Posters 
Content Video Screens 
Laptops 
Tablets 
Networked 
Owned OOH 
(e.g. buildings 
or jet bridges)...
People & Places
Seasonal Stats 
Did you know… 
Source: Deloitte, 2014 Back-To-School Survey
On The Move 
Did you know… 
Source: Society of Motor Manufacturers and Traders 
(SMMT) Aug 2014 
UK new car 
sales have 
r...
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 
N...
OCS 
Did you know… 
75% 
The percentage 
of Londoners 
that agree that 
it’s a good idea 
to broadcast 
events on digital ...
TouchPoints
TouchPoints 
Did you know… 
55% of UK 
adults claim 
to have seen 
an OOH 
ad in the 
past 24 
hours
Connected Commuter/ Youth 
JCDecaux
Ngen 
Clear Channel
work.shop.play 
ExterionMedia
Business Traveller 2 
JCDecaux
Connected 
JCDecaux
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...
And consumer expectation 
313,141 
The number of Facebook Places 
check-ins at the O2 Arena-the 
UK’s number one place to ...
Gateway to Mobile Content: NFC
Networked OOH: Real-Time
Networked OOH: Public Utility
Owned OOH
Owned OOH
Experiential
Experiential
Influencing Digital Behaviour: 
Driving Search
Influencing Digital Behaviour: Driving 
Search 
Influencing Digital Behaviour: 
Driving Search: Social Media 
Social Media...
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
New Planning Data 
270yd
The Out-of-Home 
Marketplace
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...
300 
250 
200 
150 
100 
50 
0 
Q1 Q2 Q3 Q4 
£m 
Quarter 
2012 
2013 
2014 
Media Revenue Q2 2014 
OOH Revenue 
Total 2013...
Top 10 Categories 
The top OOH spending categories: July 2014 
Entertainment 
and leisure 
Telecoms Drink Finance Retail 
...
Who’s Spending? 
The top OOH spending advertisers: July 2014 
£15.4m 
-27.0% 
£11.8m 
127.3% 
£9.4m 
6.8% 
£8.1m 
25.2% 
£...
Spend Trends- Roadside 
Spend by OOH format: July 2014 
6s Misc. 
Digital 
£6.2m 
-15.7% 
£33.9m 
57.0% 
£149.2m 
4.6% 
48...
Spend Trends- Transport 
Spend by OOH format: July 2014 
£49.2m 
2.3% 
£27.0m 
-13.9% 
£26.9m 
-7.1% 
£32.5m 
43.1% 
Note:...
Consolidated Market Place 
Others Est. Market share based on revenue 
31% 
23% 
8% 
17% 
21%
Media where it matters 
About JCDecaux Key Areas For Investment 
Key Formats 
Roadside, rail, malls, supermarkets, airport...
About Clear Channel Key Areas For Investment 
Roadside, supermarkets, shopping malls, digital portfolio, 
Pinnacle 
Nation...
About Exterion Outdoor Key Areas For Investment 
Underground, bus, retail (Westfield Stratford, Westfield 
London and One ...
Results are our culture 
About Primesight Key Areas For Investment 
Key Formats 
Roadside, cinema, Glasgow subway 
Geograp...
About Ocean Outdoor Key Areas For Investment 
Large-format digital, iconic landmark and super-premium 
banner locations 
O...
OOH Industry News
Art of Outdoor Entry Deadline Extended 
and Judges Announced
Tapping in to better insights from big data
Apple Pay: Narrowing the Gap Between 
Posters and Purchase
Paul Carolan Joins Clear Channel UK
Primesight to Roll-Out New Digital 
Roadside Panels Across UK
UK Adspend Expected to Grow a Healthy 
7.5% this Year
McKay Returns to Clear Channel as 
BlowUp Hires Kinetic’s Russell
The Media Landscape June 2014: Global 
Adspend Forecast
OOH Can be a Force for Good Argues 
Outdoor Media Centre Chief Mike Baker
Smith Replaces Weston at Clear Channel
Collaboration is the Key to the Future of 
European OOH
Why Advertisers are so Keen to get 
Outdoors
Cannes Effectiveness Awards 2014- OOH 
in 92% of Shortlisted Entries
TfL Tests Free WiFi on London Buses
Digital OOH Adspend to Rise 11%
DOOH Media Owners Deliver WWI 
Centenary Commemoration
New Elonex Digital Screen Set to Target 
Busy A45 into Birmingham City Centre
Find Out More
Get in touch with us... 
Hyperspace 
portfolio
Real World September 2014
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Real World September 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 September 2014

  1. 1. The Real World September 2014 12/09/2014
  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. 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
  5. 5. People & Places
  6. 6. Seasonal Stats Did you know… Source: Deloitte, 2014 Back-To-School Survey
  7. 7. On The Move Did you know… Source: Society of Motor Manufacturers and Traders (SMMT) Aug 2014 UK new car sales have risen for the 29th consecutive month
  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. OCS Did you know… 75% The percentage of Londoners that agree that it’s a good idea to broadcast events on digital screens
  12. 12. TouchPoints
  13. 13. TouchPoints Did you know… 55% of UK adults claim to have seen an OOH ad in the past 24 hours
  14. 14. Connected Commuter/ Youth JCDecaux
  15. 15. Ngen Clear Channel
  16. 16. work.shop.play ExterionMedia
  17. 17. Business Traveller 2 JCDecaux
  18. 18. Connected JCDecaux
  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 62% The percentage of UK smartphone penetration 1.5m The number of contactless bus fare payments made in London since December
  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. 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
  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. New Planning Data 270yd
  42. 42. The Out-of-Home Marketplace
  43. 43. 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
  44. 44. 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%
  45. 45. Top 10 Categories The top OOH spending categories: July 2014 Entertainment and leisure Telecoms Drink Finance Retail Cosmetics and personal care Travel and Transport Motors Government, social & political organisations Food £76.3m -12.4% £50.2m -25.6% £35.3m -5.6% £34.6m -0.9% £33.3m 25.4% £12.4m 18.4% £15.3m 2.8% £16.5m 58.8% £26.1m -21.7% £30.1m 18.0% Note: Data up to 31st July 2014
  46. 46. Who’s Spending? The top OOH spending advertisers: July 2014 £15.4m -27.0% £11.8m 127.3% £9.4m 6.8% £8.1m 25.2% £7.2m -6.4% £5.4m 1167.2% £6.2m 262.3% £6.5m 39.4% £6.5m -23.9% £6.5m -13.7% Note: Data up to 31st July 2014
  47. 47. Spend Trends- Roadside Spend by OOH format: July 2014 6s Misc. Digital £6.2m -15.7% £33.9m 57.0% £149.2m 4.6% 48s £51.7m -18.0% 96s £18.0m -63.8% Specials £4.9m -59.0% Note: Data up to 31st July 2014
  48. 48. Spend Trends- Transport Spend by OOH format: July 2014 £49.2m 2.3% £27.0m -13.9% £26.9m -7.1% £32.5m 43.1% Note: Data up to 31st July 2014
  49. 49. Consolidated Market Place Others Est. Market share based on revenue 31% 23% 8% 17% 21%
  50. 50. 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 +
  51. 51. 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
  52. 52. 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/
  53. 53. 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 +
  54. 54. 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
  55. 55. OOH Industry News
  56. 56. Art of Outdoor Entry Deadline Extended and Judges Announced
  57. 57. Tapping in to better insights from big data
  58. 58. Apple Pay: Narrowing the Gap Between Posters and Purchase
  59. 59. Paul Carolan Joins Clear Channel UK
  60. 60. Primesight to Roll-Out New Digital Roadside Panels Across UK
  61. 61. UK Adspend Expected to Grow a Healthy 7.5% this Year
  62. 62. McKay Returns to Clear Channel as BlowUp Hires Kinetic’s Russell
  63. 63. The Media Landscape June 2014: Global Adspend Forecast
  64. 64. OOH Can be a Force for Good Argues Outdoor Media Centre Chief Mike Baker
  65. 65. Smith Replaces Weston at Clear Channel
  66. 66. Collaboration is the Key to the Future of European OOH
  67. 67. Why Advertisers are so Keen to get Outdoors
  68. 68. Cannes Effectiveness Awards 2014- OOH in 92% of Shortlisted Entries
  69. 69. TfL Tests Free WiFi on London Buses
  70. 70. Digital OOH Adspend to Rise 11%
  71. 71. DOOH Media Owners Deliver WWI Centenary Commemoration
  72. 72. New Elonex Digital Screen Set to Target Busy A45 into Birmingham City Centre
  73. 73. Find Out More
  74. 74. Get in touch with us... Hyperspace portfolio

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