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The Real World March

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

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The Real World March

  1. 1. 10/03/2016 The Real World March 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 adult spends 10 hours a week travelling Source: Touchpoints 6
  8. 8. Did you know… OCS 14% of people make impulse purchases of fast food, snacks and confectionary triggered by seeing a poster on the way to a store.
  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. It’s a convergent World… Gateway to Mobile content Networked OOH: Real Time Experiential OOH Owned OOH Interactive interfaces Live video streaming
  21. 21. 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 By 2018, consumers worldwide will spend more than $400 billion in purchases using their mobile devices 70% of respondents between the ages of 18-34 have used a form of mobile payment Worldwide shipments of smart watches are expected to grow from 11 million units shipped in 2015 to nearly 26 million units in 2019.
  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 2015 (Jan-Dec) Source: Outsmart / ** 2015 Q1 data is Posterscope estimate +6%** -3.6% 5.2%£m £0.0 £50.0 £100.0 £150.0 £200.0 £250.0 £300.0 £350.0 2012 2013 2014 2015 5.3%
  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. The top OOH spending categories: January 2016 Top 10 Categories Entertainment and leisure Gov, Social, Political organisations ComputersMedia Telecoms DrinkFinance Motors £8.7m -4.6% £7.1m 52.1% £4.3m 77.5% £3.1m -46.6% £2.4m 245.8% £5.3m 44.0% £2.8m 136.63% £5.0m 22.6% £5.6 131.3% £7.0 -22.6% Food Total market £63.9m (-11.6%) Travel and Transport
  32. 32. The top OOH spending advertisers: January 2016 Who’s Spending? £2.5m 2.3% £1.6m 165.9% £1.4m 0% £1.2m 3.3% £1.1m 26.6% £0.9m 0% £1.0m 98.6% £1.5m 2713% £1.1m 85.6% £1.1m -3.2% £1.1m 26.6%
  33. 33. Spend by OOH format: January 2016 Spend Trends- Roadside £8.3m 47.1% Large Digital6s £17.1m -13.4% 48s £7.5m 12.3% 96s £2.3m -16.23% Specials £0.8m 7%
  34. 34. Spend by OOH format: January 2016 Spend Trends- Transport £7.1m 13.6% £3.8m -3.4% £3.2m 4.6% £5.3m 136.3%
  35. 35. Consolidated Market Place 35% 17% 23% 12% 8% 5% 2016 Est. Market share based on revenue OTHERS
  36. 36. 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
  37. 37. 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.
  38. 38. 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/
  39. 39. 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
  40. 40. 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
  41. 41. Posterscope news, views and campaigns www.pioneeringooh.com
  42. 42. CK2 giant posters dominate the High Street…
  43. 43. OOH Countdown For All New X Files…
  44. 44. Emirates Customise the Colossus…
  45. 45. BBC Three is ‘Too Big For TV’…
  46. 46. Ciroc Vodka Celebrate the Return of Zoolander in New Campaign…
  47. 47. adidas Search for the Boss in New Campaign…
  48. 48. OOH Industry News
  49. 49. Digital Drives Out of Home Renaissance…
  50. 50. Clear Channel Drops Out of Tube Contest…
  51. 51. Primesight Selects BroadSign for Delivery of Dynamic Content and Accountability…
  52. 52. JCDecaux Awarded Bus Shelter Contract for the Royal Borough of Kensington and Chelsea…
  53. 53. London City Airport Launch City Traveller Network…
  54. 54. Five Trends for OOH In 2016 According to Naren Patel, CEO, Primesight…
  55. 55. Exterion Media Offers Brands Deep Insight on Underground Users…
  56. 56. Ocean and British Fashion Council Turn London Fashion Week into National Celebration…
  57. 57. Outdoor Plus Secures ‘The One’ In a Landmark Development For the DOOH Sector…
  58. 58. Child Rescue Alert Uses Programmatic DOOH Ads to Help Find Missing Kids…
  59. 59. 3/10/2016 OUTFRONT Media CEO Jeremy Male Rejoins FEPE International Board…
  60. 60. Clear Channel Wins Asda Advertising Contract…
  61. 61. New Premium Roadside DOOH in Birmingham for Signature Outdoor…
  62. 62. Exterion Media to launch Media for Equity…
  63. 63. Primesight’s ‘Hyperlocal’ Digital Targeting Deal…
  64. 64. Stuff we like
  65. 65. Fifth Lion Unveiled in Trafalgar Square Highlights That ‘Time is Running Out’ For African Lions…
  66. 66. Condom Machine Installed With Breathalyzer To Prevent Drunken Mistakes…
  67. 67. Carlsberg Unveil What Is ‘Probably The Best Shopping Trolley In The World…
  68. 68. Amsterdam Airport Baggage Car Gets Lost in Antwerp…
  69. 69. Oreo Wonder Vault Delighting Passersby in New York City…
  70. 70. Outdoor detects flu systems with live Thermo- scanner…
  71. 71. Purdy…Paint Any Surface With Ease…
  72. 72. Mood Stockholm Sets Up the Unswipeable Dating Ads…
  73. 73. Rent a Livable Model of Van Gogh’s ‘Bedroom’ on Airbnb…
  74. 74. A Bank Set Up This 10-Foot-Tall ATM to Celebrate the Arrival of NBA All-Stars…
  75. 75. 3/10/2016 DIY Brand Creates Peruvian Billboard Stop For Tired Drivers…
  76. 76. 3/10/2016 An Elvis Impersonator on a Digital Billboard Takes ‘Shotgun’ Weddings to New Heights…
  77. 77. Skol Beats makes Masquerade Ball technological for Carnaval in Brasil…
  78. 78. McDonald’s Billboard Near Whistler Gives Snow Reports via Espresso Drink Toppings
  79. 79. Lush launches Sun Cinema pop-up experience
  80. 80. Mineral Water Company Donat Mg Creates The World’s First Portable Royal Toilet…
  81. 81. Delicates and Regulars Battle It Out In LG’s Outdoor Advertising Campaign…
  82. 82. Find Out More
  83. 83. Find out more...

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