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The Real World June 2016

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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 cool OOH campaigns. The presentation can be accessed here.

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The Real World June 2016

  1. 1. 07/07/2016 The Real World June 2016
  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 The average full time worker spends 6.5 hours a week travelling to and from work Source: Touchpoints 6
  8. 8. Did you know… OCS 70% of people are excited about enjoying warmer weather activities during the summer e.g. drinking outside, BBQ’s
  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 In 2015 mobile ad spending accounts for 49% of digital ad spending 90% of time spent on a mobile is spent on apps, 10% is browsing In Q2 of consumers spent, on average, 3 hrs and 40 minutes per day on their mobile devices
  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: Dentsu 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. Media OOH Revenue by quarter Source: Outsmart / ** 2015 Q1 data is Posterscope estimate 204 207 213 213 209 228 239 211 209 229 243 259 249 212 214 269 256 258 271 252 256 259 277 294 310 0 50 100 150 200 250 300 350 2010 2011 2012 2013 2014 2015 2016 £m Q1 Q2 Q3 Q4
  30. 30. 0 50 100 150 200 250 300 350 400 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 UK Digital OOH Revenue Source: OMC/Posterscope estimates Forecast
  31. 31. UK Digital OOH Revenue Source: OMC/Posterscope estimates 128 182 214 272 337 78 0 50 100 150 200 250 300 350 2011 2012 2013 2014 2015 2016 £m
  32. 32. The top OOH spending categories:April 2016 Top 10 Categories Entertainment and leisure Cosmetic and Personal Care Motors Telecoms Retail Media FinanceDrink £9.0m 7.39% £6.6m 46.1% £3.0m -20.0% £2.8m 21.7% £1.8m -51.9% £5.3m -17.9% £2.6m 106.7% £3.1m 131.3% £5.5 -13.7% £5.9 35.5% Travel and Transport Total market £55.2m (1.2%) Food
  33. 33. The top OOH spending categories: January-April 2016 Top 10 Categories Entertainment and leisure Motors Telecoms Drink Finance Travel & Transport Food Cosmetics & Personal Care Media £39.6m -15.8% £24.7m 16.2% £21.3m -27.3% 20.7m 17.1% £18.3m -6.3% £10.2m -21.7% £12.5m 59.9% £14.6m 117.3% £15.0m -5.2% £17.6m 30.3% Govt, social, politics Total market £235.5m (+4.5%)
  34. 34. The top OOH spending advertisers:April 2016 Who’s Spending? £2.8m 79.4% £1.6m 0% £1.5m 0% £1.3m 144.6% £1.2m 52.6% £0.9m 96.4% £0.9m 3151.7% £1.5m 2713% £1.0m 4.5% £1.0m -7.1% £1.0m 286.3%
  35. 35. The top OOH spending advertisers: January-April 2016 Who’s Spending? £11.6m 26.0% £5.1m 106.7% £4.4m 183.2% £3.9m -25.9% £3.6m 111.4% £2.9m 0% £3.1m 0% £3.3m 1066.9% £3.4m -21.6% £3.4m 38.3%
  36. 36. Spend by OOH format: January-April 2016 Spend Trends- Roadside £35.9m 4.4% Large Digital6s £76.2m 3.4% 48s £30.6m 0.1% 96s £7.1m -25.9% Specials £3.4m -16.3%
  37. 37. Spend by OOH format: January-April 2016 Spend Trends- Transport £31.2m 6.2% £16.5m 14.8% £14.2m 7.0% £17.2m 34.4%
  38. 38. Consolidated Market Place 35% 17% 23% 12% 8% 5% 2016 Est. Market share based on revenue OTHERS
  39. 39. 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
  40. 40. Nationwide across environments in 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 clients. In 2016 our we’ll be asking our Ngen’s to explore our various advertising environments, so expect a wealth of insight on how their thoughts, habits, behaviours and moods change with each differing advertising situation. . . 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). Clear Channel Outdoor is one of the world’s largest outdoor advertising companies with a portfolio of solutions that reaches 600 million people in over 40 countries across Asia, Australia, New Zealand, Europe, Latin America and North America. Adshel, Adshel Live, Storm, Wrap, Billboards, Malls, Supermarkets, Socialite Adshel Live national roll-out With 300 already in the ground, we are in the process of rolling out 600 Adshel Live units, a network of digital and beacon enabled screens. Situated in premium locations, in over 30 towns and cities across the UK, they give brands the opportunity to engage with audiences using dynamic, interactive and real-time advertising creative. Storm expansion In 2016 we will continue our portfolio expansion across the UK’s top 10 cities, building on the seven new sites we delivered in 2015, which included the digitisation of the iconic Storm Cromination. Storm are now London’s number 1 super premium portfolio in terms of scale, footprint, audience and quality, always delivering Fame on Demand.
  41. 41. 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/
  42. 42. 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
  43. 43. 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
  44. 44. Posterscope news, views and campaigns www.pioneeringooh.com
  45. 45. Angry Birds Get Starring Roles at Madame Tussauds…
  46. 46. Posterscope Outdoor Campaign for DOOM Targets Gamers via Twitter…
  47. 47. Eurostar Use YouTube Data to Make Outdoor Campaigns More Effective…
  48. 48. Oreo Uses Dynamic Link Up Between DOOH and Snapchat…
  49. 49. BMW Uses Premium DOOH to Promote New i8…
  50. 50. Posterscope Strengthens its Global Real Time Capabilities with the Acquisition of Liveposter…
  51. 51. Posterscope Win Connected Agency of the Year at Mediatel Connected Consumer Awards…
  52. 52. Annie Rickard explores the Untouchable OOH Experience…
  53. 53. 7/7/2016 Posterscope Wins 3 Clear Channel Outdoor Planning Awards
  54. 54. MKTG Launches in the UK…
  55. 55. OOH Industry News
  56. 56. Limited Space Launch New Digital Portfolio…
  57. 57. Storm Launches Storm The Mile…
  58. 58. London City Airport launches City Icon…
  59. 59. Primesight Expands into the UK Airport Market
  60. 60. Exterion Media Launches iBeacons on London Buses…
  61. 61. Storm Continues Intensive Expansion with Four New London sites…
  62. 62. JCDecaux’s Roundup of Ad Week…
  63. 63. Primesight Unveils its Largest Ever Digital Roadside Screens…
  64. 64. Amscreen Lining Up New Range of Larger OOH Screens…
  65. 65. JCDecaux Launch SmartCONTENT…
  66. 66. City Outdoor Launch London Shoreditch…
  67. 67. John Lewis launches Outdoor Plus’ No 1 New Oxford Street Banner…
  68. 68. JCDecaux Oxford Street is Live!
  69. 69. JCDecaux New Hires for Sales and Partnerships Director and Commercial Director…
  70. 70. JCDecaux Airport Launch ‘TECH IN TRANSIT’
  71. 71. Clear Channel UK and Amscreen Expand their Partnership…
  72. 72. Stuff we like
  73. 73. JetBlue Passengers Awarded Discounts in ‘FlyBabies’ Stunt…
  74. 74. Amnesty International Turkey “#GayTurtle”…
  75. 75. Netflix’s Outdoor Ads Let Snapchat Users Swap Faces With Favorite Characters…
  76. 76. GNV Turns Iconic Summer Toys into Advertisements for Dogs to Discover…
  77. 77. The World’s First Streets Named After Street Kids for Door Step School…
  78. 78. Distracted Driving Awareness Month: The Last Emoji…
  79. 79. Diabetes UK Hosts Pop up Shoe Shop to Highlight Disease-Related Amputations…
  80. 80. See the Power of Blood Donation With Ocean Outdoor…
  81. 81. ‘Text and Drive’ Billboard for Funeral Home
  82. 82. NIVEA Sunslide Educates on the Importance of Sunblock…
  83. 83. Johnny Depp Surprises Fans as he Dresses up as The Mad Hatter for Interactive Disneyland Billboard…
  84. 84. Giant Hamster on London’s Clapham Common Used in Kwik Fit PR Stunt…
  85. 85. Find Out More
  86. 86. Find out more...

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