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The Real World February 2013

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The Real World is a monthly market update featuring latest news, innovation, campaigns and imagery

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The Real World February 2013

  1. 1. The Real World2013 February Update21/02/2013
  2. 2. What just happened
  3. 3. How’s out-of-home
  4. 4. Out-of-home Showing growth 300 +3% +10% +25% +1% 250 200 OOH Revenue £m 150 2010 2011 2012 100 50 0 Q1 Q2 Q3 Q4 Quarter Total 2012 - 9.5% YoY
  5. 5. Media Revenue GrowthIndexed against 2002 Expenditure 160 140 TV 120 Newspapers 100 Magazines Radio 80 Cinema 60 OOH 40 1 2 3 4 5 6 7 8 9 10 Source: Aegis Media & WARC
  6. 6. Here to stay
  7. 7. 36% increase in live concert goerssince 2004 Free time activities nowadays +23% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  8. 8. +17% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)2/21/2013
  9. 9. +23% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  10. 10. 2/21/2013 +19% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  11. 11. +37% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)2/21/2013
  12. 12. +11% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)2/21/2013
  13. 13. +27%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  14. 14. Rail +58% Tube +23% London bus +90% 2/21/2013Source: National Travel Survey 2010 comparingAverage distance travelled 1995/97 and 2010
  15. 15. More variety c.36,847 <200 gyms new pubs & in the UK in First UK 2011 cinema restaurants late 80s. Starbucks Admissions have opened Today there launched in were over in UK since are over 1998 171m 1963 6000. 91% of the UK population own/use a mobile phone
  16. 16. The future is bright 2010 2011 2012Revenue +12.5% +1% +9.5% 2010 2011 2012 Cost per thousand 5% 0% 0% Source: OMC/Posterscope estimates
  17. 17. Understanding The Audience
  18. 18. Deeper understanding Mon-Fri Sat-Sun 14 12% of total universe 10 8 6 4 2 0 Daily internet activity Base: All Adults (49,264,000) Source: IPA Touch Points 4 (2012)
  19. 19. Deeper understanding New insights/additions include.....Mobile internet use Shopping behaviours Mood state(notably iPads) Digital screens Social networking TV viewing platforms
  20. 20. Deeper understanding heavy mobile web users are 65% more 65% likely to visit a price comparison site after seeing an OOH advertisement of all adults have searched online after 20% seeing an advertisement Men regularly purchasing products with 201 their smart phone indexes at...
  21. 21. OOH and the Consumer JourneyMcKinsey Journey OOH drives search OOH = Right Time, Location, Mindset OCS Generating Search OCS Moods / Channel Selection Posterscope Oohgle OCS Rational / Emotional InsightOOH generates “Fame” to get Mindshare/OMC Media Owner Site Specific, Touchpoints on consideration listOCS “Being Known & Liked” 1000s – Pre & Post Awareness Mindshare/OMC Research Screen Culture/Interactivity OOH prompts Outdoor Drives ActionConversations/Content Sharing at POSOCS – Generating Earned Media OCS Notice/Respond to “Passionate Social Networkers” OOH when shopping Sociable Media EPOS ResearchCase studies: e.g. Atheist Bus”/”Time to Consider” (CBSO) OOH Impacts Post Purchase Real Lack of existing Research Look into Choice Reassurance, Rewards, and generate McKinsey Consumer Journey Brand Loyalty
  22. 22. How happy?
  23. 23. The real-time city is real2/21/2013
  24. 24. New Postar Roadside London bus London Underground Rail National Bus Supermarket Malls Airports Leisure New Travel Survey 23,000 respondents Roadside: 120,000 panels 9 days 2 w/e + 5 weekdays All environments: 450,000 frames - know who respondents are – demographics - know where they go - know when they go - know how often
  25. 25. New Postar – the benefitsGreater Accountability – Coverage & frequency on combined OOH campaignsBespoke delivery system through TelmarMoves from Reporting to Planning toolPotential to move OOH from solus panel rate trading to audience tradingConstructed to be future proof for new environments
  26. 26. Who’s selling
  27. 27. Consolidated market place OthersSource : Posterscope Estimates
  28. 28. Increased investment in sites +0%
  29. 29. Who’s buying
  30. 30. Top 10 categories2.16% 33.77% 2.20% 1.26%2.21% -6.33% 15.87% -3.22%27.66% 3.98% Top 10 advertiser categories, Jan – Dec 2012
  31. 31. Who’s spending? £37.1m £19.4m £14.6m £13.0m £12.9m £12.6m £12.1m £11.9m £11.5m £11.4m Top 10 advertisers, Jan – Dec 2012
  32. 32. Increases for Specials £240m £65m £89m 32.1% share 8.7% share 11.9% share Spend by format, Jan- Dec 2012 Source: Ebiquity
  33. 33. How’s digital
  34. 34. UK leads global digital market c. 8% share of digital screens Worldwide 86 media owners 126 networks 49 environments (20% unique to digital) +200,000 screens (excludes Piccadilly Circus & SkyPub/Setanta) Delivers, on average, 342 Million net impacts per typical 2 week campaign
  35. 35. Environments co-op stores bp petrol stations spar stores bars, pubs & clubs shopping malls taxis petrol station shops concerts & events tesco london underground hair salons city centres football stadia doctors surgeries bus interiors offices media agencies universities student unions pharmacies rail stations theme parks bus termini wearable screens golf courses train interiors bus supersides digital advans & trucks cinemas leisure complexes thomson travel agents exhibition centres hospital ante-natal units post offices schools gyms airports dentists sub-postmasters university libraries
  36. 36. Digital 19% of OOH spend250200 3.8% of OOH150 spend100 50 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: OMC/Hyperspace estimates
  37. 37. 75% revenue from transport, citycentre and roadside formats Est. revenue by category transport roadside & city centre retail Leisure health, beauty and fitness education other 83% of all UK impacts
  38. 38. Changing landscape44%of impacts are deliveredoutside of London Author
  39. 39. Dynamic use of digital
  40. 40. Great campaigns.....
  41. 41. Stuff we liked
  42. 42. Jan 2013
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  60. 60. Nov - Dec 2012
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  90. 90. What are we thinkingabout
  91. 91. We live in a real world where...New technologies are Data is the new raw Media is not only Businesses andcontinually emerging material bought but earned markets converge or and owned fragment Competition is People are on the The pace of change is OOH must be fierce, choice is move and expect to faster than ever chameleon-like to infinite do before thrive in that anything, anywhere environment…
  92. 92. We’re re-defining Out-of-Homeas a new ecosystem; inter-connected and inter-dependent Ads Google Platforms Services Posters Public spaces Networked Facebook Video Screens Content Mobile etc People Owned OOH Technology & Places (e.g.. delivery vehicles, buildings) Laptops Amazon Commerce & Coupons Retail media & Tablets assets Physical Experiences Apps & Apple Games Data
  93. 93. 48% 81% of all Twitter users would tweet after of smartphone seeing a funny poster users access the Source: OCS5 (February 2013) Internet on their mobile devices 73% Source: Google Insight of British smartphone owners have used their phone when they are out shopping to check prices, look for offers or use 62% apps The UK smartphone Source: The Cloud penetration543 million Source: BusinessInsider,October2012people globally access Facebook via mobileSource: Techcrunch, July 2012
  94. 94. OOH and the internet
  95. 95. CONTENT MOBILITYThe content they consume What they do and how they and how they consume it do it in different places CONNECTED CONNECTED CONSUMER DEVICES SOCIAL COMMERCEHow they connect interact What they buy and how and share they buy it
  96. 96. TV WebsitePoster Cinema Gaming console
  97. 97. Interactive, conExhibition nected, digitall stand y social experience
  98. 98. Computer Radio TVPhone Gaming console Debit card Travel card
  99. 99. .....watch something www.Pioneeringooh.com
  100. 100. .....watch something 2/21/2013
  101. 101. ....be the star 2/21/2013
  102. 102. .....Search Clients Name Accreditations www.Pioneeringooh.com
  103. 103. .....search visually www.Pioneeringooh.com
  104. 104. ..... or by voice www.Pioneeringooh.com
  105. 105. ....get recommendations www.Pioneeringooh.com
  106. 106. .....try it www.Pioneeringooh.com
  107. 107. …..buy it www.Pioneeringooh.com
  108. 108. ….. get a discount 2/21/2013 www.Pioneeringooh.com
  109. 109. …..check in www.Pioneeringooh.com
  110. 110. …..check out2/21/2013 www.Pioneeringooh.com
  111. 111. .....connect2/21/2013 www.Pioneeringooh.com
  112. 112. ..... across the country2/21/2013 www.Pioneeringooh.com
  113. 113. .... the continent 2/21/2013
  114. 114. .....or across the world ‘...a girl in New York waved at me...amazin www.Pioneeringooh.com
  115. 115. .....join in www.Pioneeringooh.com
  116. 116. .....play it 2/21/2013 www.pioneeringooh.com
  117. 117. .....pay it2/21/2013 www.Pioneeringooh.com
  118. 118. .....control it www.Pioneeringooh.com
  119. 119. .....control it www.Pioneeringooh.com
  120. 120. .....grow it2/21/2013 www.Pioneeringooh.com
  121. 121. ..share it 2/21/2013 www.Pioneeringooh.com
  122. 122. .....tweet it2/21/2013 www.Pioneeringooh.com
  123. 123. .....bring it to life www.Pioneeringooh.com
  124. 124. NFC mobilepayments set to exceed $180bn Worldwide by 2017Source: Juniperresearch, July 2012
  125. 125. 2/21/2013
  126. 126. Voted Best Research Paper at 2012 MRG Conference
  127. 127. Geography of Time
  128. 128. Search and Social strategy “Understand our clients’ search and social strategies, to make OOH work harder, to create innovative solutions and more convergent campaigns”Social strategy campaign timeline Quantative Measurement e.g.Pre - Live your brand through social Twitter followers / mentions / reachmedia and plan a campaign using new Twitter Geography„tools‟ Facebook likes / fans/CommentsDuring - Monitor a campaign‟s success in Average Engagement Ratereal time YouTube Views / subscribersPost - Judge the success of a campaign
  129. 129. Search and Social strategyCampaign Timeline Building relationships with search teams is integral. They need to know about OOH activity and to ensure strategies are aligned. PRE Search and website traffic can provide insights for planning campaigns: Insights around regionality, keywords, demographics. CAMPAIGN Creative optimisation can be done to ensure maximum effectiveness, e.g. Linking search terms / unique OOH search term. Proving OOH drives (mobile) search. Understand how to measure attribution for OOH. POST CAMPAIGN Discover if econometrics has been used.
  130. 130. What’s just happenedand whats coming up
  131. 131. 21/02/2013
  132. 132. Clear Channel Planning Awards Update: Awards now closed Shortlist date: w/c 25/03/13 Awards date: end of April 2013 (exact date TBC) For more information: http://www.clearchannel.co.uk/press -centre/events/2013/outdoor- planning-awards-2013/21/02/2013
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  136. 136. Where can I find outmore
  137. 137. The latest innovations, the bestcampaigns and essential industry newsAll in one place.www.pioneering ooh.com
  138. 138. The Real WorldFebruary 2013Connections21/02/2013

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