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The Real World April 2015

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The Real World is Posterscope's monthly market update featuring all the regular up-to-date market facts and figures, new industry developments and some really great campaigns.

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The Real World April 2015

  1. 1. 02/04/2015 The Real World April update 2015
  2. 2. 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
  3. 3. Understanding The Connected Consumer
  4. 4. OCS Constantly consumer- centric Constantly consumer- centric
  5. 5. 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 %
  6. 6. Did you know… OCS According to the new OCS data, 56% of Londoners agree a customised poster makes a brand/product More memorable
  7. 7. TouchPoints
  8. 8. Did you know… TouchPoints 90% of 15-34 year olds spend the most time OOH on a Friday
  9. 9. JCDecaux Connected
  10. 10. Clear Channel Ngen
  11. 11. Exterion Media work.shop.play
  12. 12. Latest summary of OOH Insight & Trends Posterscope Media Digest
  13. 13. Data Driven Targeting
  14. 14. A pioneering new travel survey
  15. 15. Measuring audiences whilst OOH
  16. 16. Revolutionising the way we plan OOH
  17. 17. We Live in a Convergent World
  18. 18. Driven by technology… 1.1bn Connected Things will be used by smart cities in 2015 95% Have researched a product or service on their device before/during shopping >1bn Smartphone unit sales in 2014 370 contactless transactions are made every minute in the UK 890m Daily active users of Facebook on average
  19. 19. And consumer expectation 4.9b Connected "Things" Will Be in Use in 2015 30% Of transactions in London were contactless The percentage of UK smartphone penetration in 2014 68%40% Of social media users share a purchase on social media
  20. 20. Gateway to Mobile Content: NFC
  21. 21. Networked OOH: Real-Time
  22. 22. Owned OOH
  23. 23. Experiential
  24. 24. Influencing Digital Behaviour: Driving Search
  25. 25. 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
  26. 26. Online Controlling The Physical World
  27. 27. Live Video
  28. 28. Engaging Interfaces
  29. 29. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
  30. 30. New Planning Data
  31. 31. 270yd New Planning Data
  32. 32. The Out-of-Home Marketplace
  33. 33. 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
  34. 34. £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
  35. 35. 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
  36. 36. 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
  37. 37. The top OOH spending categories: January-February 2015 Top 10 Categories Entertainment and leisure Media Telecoms Food Finance Travel & Transport Motors Cosmetics & Personal Care Retail £20.9m -0.1% £13.3m 5.9% £12.9m 51.4% £9.3m -10.4% £8.9m 11.3% £3.2m 6.2% £3.7m -6.3% £3.8m 114.7% £7.3m 26.5% £7.3m 4.6% Govt, social, politics Total market £100.2m (+6.0%)
  38. 38. The top OOH spending advertisers: January-February 2015 Who’s Spending? £5.0m 14.4% £4.8m 0% £3.1m 83.1% £2.5m 49.4% £2.2m 0% £1.7m 21.5% £1.7m 0.76% £1.7m 458.8% £1.9m -13.9% £1.9m 4,065%
  39. 39. Spend by OOH format: January - February 2015 Spend Trends- Roadside £13.0m 148.9% Large Digital6s £33.8m -6.3% 48s £14.5m 13.3% 96s £4.4m -8.8% Specials £1.6m 36.7%
  40. 40. Spend by OOH format: January – February 2015 Spend Trends- Transport £13.5m 13.1% £7.0m 14.1% £4.9m -18.5% £5.7m -37.3%
  41. 41. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
  42. 42. 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
  43. 43. 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
  44. 44. 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/
  45. 45. 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
  46. 46. 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
  47. 47. Posterscope Views and Events www.pioneeringooh.com
  48. 48. What OOH can take from Mobile World Congress.
  49. 49. 4/2/2015 Tinder, Toy Story and total stupidity – My first visit to Advertising Week Europe
  50. 50. Posterscope host ‘Let’s get Ready to Rumble’ at Advertising Week Europe
  51. 51. OOH Industry News
  52. 52. Neuroscience research points to influence of digital OOH on other media
  53. 53. Clear Channel charges forward with investment in weather-sensitive technology
  54. 54. Carat positions OOH as second fastest growing media
  55. 55. 4/2/2015 Verifone Media launch geo-targeted and day-part digital tops
  56. 56. UK retailers get real-time customer profiling at their fingertips
  57. 57. OOH needs to educate on emerging technology
  58. 58. Ocean Seals £250,000 Airtime Deal to Drive London’s Air Ambulance 2nd Helicopter
  59. 59. Cochrane appointed Chief Executive of Clear Channel UK
  60. 60. Mediatel announce Connected Consumer 2015 awards shortlist
  61. 61. 4/2/2015 Forrest Media Extends Digital Portfolio in Scotland and Newcastle
  62. 62. 4/2/2015 JCDecaux invests in premium sites in Liverpool
  63. 63. Route Research is two years old….
  64. 64. 4/2/2015 MRH extend their contact with Amscreen
  65. 65. 4/2/2015 Eye launch giant curved digital screen at Stansted airport
  66. 66. 4/2/2015 William Eccleshare to return to the UK as chief of Clear Channel International
  67. 67. Stuff we like
  68. 68. Coughing’ bus shelter raises awareness of lung cancer
  69. 69. Cinema-goers receive a chilling shock
  70. 70. The Daily Record gives shoppers the chance to be front page news.
  71. 71. The Mirror eclipses The Sun
  72. 72. Coca Cola make wishes come true with Wish Booths in Dubai
  73. 73. This Audi emits nothing but water vapor, so its billboards are made of that too
  74. 74. Pac Man arcade machines double up as massive charity boxes for the Red Cross
  75. 75. Gender Equality Campaign Erases Women From Billboards
  76. 76. Every weapon has a history
  77. 77. Granary Square fountains become a giant playable version of Snake!
  78. 78. People Ignore a Growing Lump in the street
  79. 79. A town promotes ‘living without barriers’
  80. 80. 4/2/2015 People looking at a billboard triggers a change in creative
  81. 81. 4/2/2015 Giant X-Ray Screen Erases Gender, Age, Race To Prove ‘We Are All Human’
  82. 82. 4/2/2015 Ikea uses poorly assembled billboards to show its furniture is hard to put together
  83. 83. Find Out More
  84. 84. Get in touch with us... Hyperspace portfolio

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