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The Real World December 2015

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The Real World is Posterscope's monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns.

Published in: Marketing

The Real World December 2015

  1. 1. 18/12/2015 The Real World December 2015
  2. 2. The 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) Out-of-Home 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. TouchPoints
  7. 7. Did you know… TouchPoints 44% of high street visits are made at the weekend Source: Touchpoints 6
  8. 8. Did you know… OCS 4 out of 10“Click & collectors” have responded to an OOH advert in the last week.
  9. 9. JCDecaux Connected
  10. 10. Clear Channel Tribes
  11. 11. Clear Channel Ngen
  12. 12. Exterion Insight Tools
  13. 13. Exterion Media work.shop.play
  14. 14. Our own research suite Primesight Primemobile Our unique market research technique, including the Primemobile Live Portal Prime Design Creative analysis tool EPOS Data (Measures sales uplift in convenience stores)
  15. 15. Data Driven Targeting
  16. 16. A pioneering new travel survey
  17. 17. Measuring audiences whilst OOH
  18. 18. Revolutionising the way we plan OOH
  19. 19. We Live in a Convergent World
  20. 20. Driven by technology and consumer expectation… 1.1bn Connected Things will be used by smart cities in 2015 370 contactless transactions are made every minute in the UK 60% Of the UK own a tablet 74% adult smartphone owners say they use their phone to get directions or other information based on their current location. 30%Decide whether to visit a business, such as a restaurant using their phone.
  21. 21. It’s a convergent World… Gateway to Mobile content Networked OOH: Real Time Experiential OOH Owned OOH Interactive interfaces Live video streaming
  22. 22. Index of tweets vs. the norm in proximity to posters in Nottingham Data-led planning
  23. 23. Data-led planning
  24. 24. Data-led planning
  25. 25. Improved targeting through mobile data TRIPLED THE EFFECT of OOH media in terms of: • Ad Awareness • Purchase Consideration • Online Searches
  26. 26. Data-led planning
  27. 27. The Out-of-Home Marketplace
  28. 28. 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
  29. 29. £0.0 £50.0 £100.0 £150.0 £200.0 £250.0 £300.0 £350.0 Q1 Q2 Q3 Q4 2012 2013 2014 2015 Media Revenue 2015 (Jan-Sep) Source: OMC / ** 2015 Q1 data is Posterscope estimate +6%** -3.6% 5.2%£m
  30. 30. UK Digital OOH Revenue 0 50 100 150 200 250 300 350 400 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
  31. 31. The top OOH spending categories: January – September 2015 Top 10 Categories Entertainment and leisure Cosmetics & Personal care Telecoms Motors Finance Travel & Transport Drink Media Govt, social, political £124.6m 14.66% £84.2m 4.12% £59.0m 2.18% £56.9m -6.19% £53.3m 18.8% £22.6m -12.4% £25.0 -20.1% £28.1m 4.8% £43.1m 1.9% £47.3m 23.5% Food Total market £566m (+5.2%)
  32. 32. The top OOH spending categories: September 2015 Top 10 Categories Entertainment and leisure Drink Telecoms Travel and Transport Food Finance Business and Industrial Computers £13.7m 44.26% £9.3m -11.34% £4.5m 3.66% £4.3m 0.57% £1.9m 64.7% £4.9m -43.8% £2.2m -7.6% £4.6m -42.8% £6.3 65.1% £7.2 122.79% Motors Total market £68.0m (-24.0%) Media
  33. 33. The top OOHspending advertisers: January –September 2015 Who’s Spending? £32.5m 30.9% £13.0m 23.8% £12.8m 23.6% £10.4m 62.6% £10.3m 15.8% £7.7m 47.1% £8.7m 19.4% £9.2m 20.6% £9.9m 89.5% £10.0m -2.2%
  34. 34. The top OOH spending advertisers: October 2015 Who’s Spending? £2.9m 38.1% £1.5m 12,473.0% £1.9m 149.3% £1.4m 7.3% £1.4m 1,748.4% £1.2m 59.3% £1.2m 0% £1.5m 2713% £1.4m 1.3% £1.4m 70.3% £1.3m -37.0%
  35. 35. Spend by OOH format: January – September 2015 Spend Trends- Roadside £83.7m 56.19% Large Digital6s £185.2m -6.31% 48s £74.4m 8.5% 96s £23.7.m -1.1% Specials £9.9m 33.0%
  36. 36. Spend by OOH format: January – September 2015 Spend Trends- Transport £71.5m 10.1% £39.3m 6.1% £35.3m -1.0% £34.6m -15.3%
  37. 37. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
  38. 38. In the UK JCDecaux provides opportunities on multiple formats across roadside, rail, retail, airports and the experiential landscape. Nationwide across environments in all the key cities across the UK. Roadside: Continued investment in digital across the country. Key new digital locations include The Salford Arch and first ever 84” D6’s in Edinburgh. Rail: Digital expansion continues across D6 and Transvision networks Retail: M-Vision expansion to further premium malls, and portfolio moves towards 100% digital with D6 development. Continued digital investment at Tesco Airport: Ongoing development in digital inventory at major UK airports. New iVision screens and increasing focus on dynamic content and live updates Experiential: JCDecaux Live is expanding the multi- environment portfolio further Connected Commuter and Connected Consumer, Power of Big ‘3’ from JCDecaux Insight. ‘Business Traveller 2’ Insight, Audience Typology, Luxury & Motors category presentations and Perceived Value Research from JCDecaux Airport. JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon when Jean-Claude Decaux installed the first advertising bus shelter. This local outdoor company is now a global media owner. Reporting €2.813 billion in revenue in 2014, JCDecaux is present in more than 70 countries worldwide and is market- leader in the UK. JCDecaux has recently been awarded the £500m TfL Street Furniture contract across a period of eight years. jcdecaux.co.uk About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
  39. 39. Nationwide across environments in all the key cities across the UK Ngen Our community of young, social and connected people gives us deep and rich insight and allows for on-going engagement for Clear Channel and our brand partners. . . About Clear Channel Key Areas For Investment Key Formats Geography Proprietary Research + clearchannel.co.uk Clear Channel UK is part of Clear Channel Outdoor (CCO), which in turn, is 89% owned by iHeart Media Inc. – the global media and entertainment company. The remaining 11% of is traded on the New York Stock Exchange (NYSE: CCO). Clear Channel Outdoor is one of the world’s largest outdoor advertising companies with more than 675,000 displays in over 40 countries across Asia, Australia, Europe, Latin America and North America. Reaching nearly 600 million people monthly, including consumers in 45 of the top 50 U.S. markets, Clear Channel Outdoor enables advertisers to engage with consumers through innovative advertising solutions. Clear Channel Outdoor has over 7,000 employees and a reported revenue of $3bn. Adshel, Adshel Live, Storm, Billboards, Malls, Supermarkets, Socialite Adshel Live national Roll-out The national roll-out of Adshel Live will see us launch a network of digital screens in premium locations across the 25 largest cities in the UK - giving brands the opportunity to engage with audiences using dynamic, interactive and real-time advertising creative. Storm expansion We are continuing to invest in Storm, our premium digital portfolio. With three new sites; Billingsgate, Shoreditch High Street and Lambeth Palace Road launched in London along with the roll-out of sites across the UK, the expansion of Storm demonstrates our dedication to our next generation digital portfolio.
  40. 40. Underground, bus, retail (Westfield Stratford, Westfield London and One New Change), National Rail Formats include, 96s, 48s, 16s, 6s, 4s, LEP’s, TCPs, DEPs, LCDs, XTP’s, T-sides, Streetliners, Bus interiors, etc.) 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 All eyes on London Previously part of American-based CBS Corporation, CBS Outdoor International was sold in the Autumn of 2013 to LA-based Platinum Equity and rebranded to Exterion Media in January 2014. Exterion are currently involved in pitching for the TfL pitch which combine the ad sales for the Underground, the Overground, the Tramlink, the Docklands Light Railway (DLR), Victoria Coach Station and Crossrail, when it launches. About Exterion Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + http://www.exterionmedia.co.uk/
  41. 41. Roadside,Digital ‘Network’ cinema, Glasgow subway National coverage with sites in all major cities across the UK and Glasgow Underground. Primesight has heavily invested in Digital by creating the first national roadside digital ‘Network’ of 48 sheets. It continues to expand as sites are rolled out across the country. Primemobile, Primedesign,, EPOS, Brain Works, Geofencing. Primesight has also recently innovated ‘Primemobile live’ – a real time marketing performance dashboard that allows you to view campaign progress in the moment. Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK- based business which has a market share of 8% in 2014/15. primesight.co.uk About Primesight Key Areas For Investment Key Formats Geography Proprietary Research + Results are our culture
  42. 42. 61 screens & displays across 42 locations in 9 cities. Large-format digital, iconic landmark and super-premium banner locations including The IMAX. Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds, Bristol and Glasgow , , , , , and . Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. Ocean’s strategy of developing iconic digital land premium formats, is mirrored by its acquisition strategy. Areas of investment include… The Grid Ocean Labs Regional site expansion Neuroscience Research projects - The Science Behind the Art of Outdoor - Beyond Out of Home Ocean Outdoor, launched in 2005, 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 In 2014, Ocean Group acquired Signature Outdoor and in 2015 expanded further with the acquisition of MediaCo. Ocean Outdoor reported revenues of £23.4 million in 2012 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + oceanoutdoor.com
  43. 43. Posterscope news, views and campaigns www.pioneeringooh.com
  44. 44. Michael Brown, MD psLIVE, was voted 4th most influential person in the events industry…
  45. 45. 12/18/2015
  46. 46. 12/18/2015 Could click and Collect Save the High Street?...
  47. 47. 12/18/2015 The three ingredients of a winning agency…
  48. 48. Posterscope hosts a roundtable ‘The Growing Importance of Location in Business and Marketing’…
  49. 49. 12/18/2015 Posterscope Win ‘Best Digital Campaign’ at the Drum’s Creative Out of Home Awards…
  50. 50. psLIVE host Urban Partnership Event…
  51. 51. PML Group Joins Posterscope Fold…
  52. 52. 12/18/2015 Burberry to wrap up Piccadilly Circus with 3D scarf campaign…
  53. 53. 12/18/2015 Free Monday Travel for Apple Pay Users…
  54. 54. Microsoft Takeover Coffee Shops With a Media First For The Launch Of Surface Pro 4…
  55. 55. BT Bring to Life the Power of 4G and Wifi with Special Build…
  56. 56. Xbox “Rise of the Tomb Raider: survival billboard”…
  57. 57. Currys PC World Streams Personalised Christmas Hints Across the UK…
  58. 58. NARS and Steven Klein Collaborate with psLIVE for Beauty Pop Up…
  59. 59. Pandora use OOH Domination to Support Christmas Light Sponsorship…
  60. 60. Bethesda uses social behaviour to optimise Fallout 4 game OOH campaign…
  61. 61. OOH Industry News
  62. 62. The Daily DOOH Gala Awards announce winners…
  63. 63. Primesight Launches a Festive Competition…
  64. 64. JCDecaux’s “Take a View” Returns…
  65. 65. Judges Line up for Outdoor Planning Awards as Entries Open…c
  66. 66. London Blackfriars Goes Digital with New JCDecaux Launch
  67. 67. Forest Launch ‘The Magnificent Seven’…
  68. 68. JCDecaux Airport UK Launches Part 3 of the Business Traveller Series…
  69. 69. JCDecaux Launch Rosslyn Park…
  70. 70. Outdoor Plus Appointed by BBC Worldwide to Host Interactive Public Vote on Digital Screens…
  71. 71. Proxama Brings Beacon Technology to BlowUP Media…
  72. 72. 12/18/2015 JCDecaux Launch the Big Ticket…
  73. 73. Edinburgh One – Ocean’s First Digital Screen in Scotland’s Capital City…
  74. 74. Clear Channel UK Upfronts 2015…
  75. 75. Ocean Turn the Nation Red, White and Blue for Team GB During Rio 2016…
  76. 76. Outsmart and the IPAO announce the launch of SPACE…
  77. 77. JCDecaux launch graphic arts story for digital screens…
  78. 78. Airport Media Ltd takeover Gatwick Airport’s Media Sales…
  79. 79. Stuff we like
  80. 80. Tourism Victoria Uses Melbourne as a Playing Field; Live Streams Games…
  81. 81. JCDecaux’s Season’s Greetings Showcase…
  82. 82. Clarks Surprise Passengers With Christmas Gifts…
  83. 83. If Carlsberg Did Christmas Trees…
  84. 84. Holiday Window Display Is Actually a Peek Into Domestic Violence… …
  85. 85. Derren Brown Behind Creepy Victorian ‘Living Dolls’ Giving Commuters the Shivers…
  86. 86. LA Clippers Magical 3D Projection Mapping Blows Our Minds…
  87. 87. Pop-Up Store Mannequins Have a Stark Message…
  88. 88. A Stunning Art Installation Built With 6000 Bulbs To Resemble A Life-Sized Cloud…
  89. 89. KitKat: The World’s First Massage Billboard…
  90. 90. 12/18/2015 Kids Overjoyed as they Meet Santa – in a Kwik Fit Waiting Room!
  91. 91. 12/18/2015 Honey Nut Cheerios Living Billboard Filled With Bees…
  92. 92. Virgin America’s Bus-Shelter Ad: ‘Test Drive’ Before Buying a Ticket…
  93. 93. Regent Street Unveils Immersive Light Installation with Jo Malone…
  94. 94. Beatbox Tube Flashmob Performs ‘Coughing Chorus’ for Lung Cancer Awareness Month…
  95. 95. Coca-Cola create shooting stars in new ‘Wish in a Bottle’ campaign…
  96. 96. Netflix Transforms A Building Facade Into Prison Promoting Orange Is The New Black…
  97. 97. Pepsi Max Creates an Amazing Drone Friend Finder…
  98. 98. Starbucks Build a Light Up, Gingerbread Smelling, Tree of Cups…
  99. 99. IKEA’s Playful Interactive Billboard Brings Joy To Subway Commuters…
  100. 100. This ‘Candy Kittens’ Vending Machine Dispensed Tricks, Not Treats…
  101. 101. Colourful Murals Appear On Roads Only When It’s Raining…
  102. 102. Find Out More
  103. 103. Find out more...

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