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Real World December 2014
The document discusses the evolving landscape of out-of-home (OOH) advertising, emphasizing the integration of new technologies and consumer connectivity which are reshaping the market. It provides statistics on consumer behavior, OOH spending trends, and highlights key players in the advertising sector, including JCDecaux, Clear Channel, and Exterion Media. The report also notes the significance of mobile devices and data in informing advertising strategies and reaching target audiences effectively.
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Real World December 2014
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- 3. We Live ina Changing World Formats are converging OOH Connectivity is high There is increasing global mobility… New technologies are continually emerging Businesses and markets are converging or fragmenting People expect to do anything, anywhere Media is not only bought, but earned and owned Data is the new raw material
- 4. 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
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- 6. Did you know… SeasonalStats Source: http://www.addaction.org.uk/page.asp?section=414
- 7. Did you know… OnThe Move Source: City AM, 14 November 2014 12 million journeys on London Transport have been made using Contactless payment
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- 10. OCS in Numbers 6,827 Totalsample in UK 6th Version 100,000+ Global respondents 30 Countries OCS is run in 2.5 Number of hours saved by the OCS macro per run 41 Number of OOH formats analysed within OCS %
- 11. Did you know… OCS 66%of adults tend to notice adverts on digital screens in cinemas
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- 13. Did you know… TouchPoints Mondayis the most popular day of the week when adults search for information on products and services
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- 21. A pioneering newtravel survey
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- 23. Revolutionising the waywe plan OOH
- 24. We Live ina Convergent World
- 25. Driven by technology… 30% Thepercentage of Google searches containing a location component Smartphones are critical shopping tools with 95% having researched a product or service on their device 85% The percentage of smartphone users who look for local information on their phone with 81% taking action a result 125 The number of NFC transactions in the UK every minute 654m The number of people who access Facebook at least once a day on a mobile device
- 26. And consumer expectation 313,141 Thenumber of Facebook Places check-ins at the O2 Arena- the UK’s number one place to check-in 3 The number of internet connected devices UK consumers use on average 1.5m The number of contactless bus fare payments made in London since December The percentage of UK smartphone penetration 62%
- 27. Gateway to MobileContent: NFC
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- 29. Networked OOH: PublicUtility
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- 34. Social Media Influencing DigitalBehaviour: 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
- 35. Online Controlling ThePhysical World
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- 39. Index of tweetsvs. the norm in proximity to posters in Nottingham New Planning Data
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- 43. 1999-2014 Media Revenue MediaRevenue 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 (f) 2014 (f) Internet Outdoor Cinema Radio TV Magazines Newspapers Media Year Annualtotalmediaspendin£m
- 44. 0 50 100 150 200 250 300 Q1 Q2 Q3Q4 £m Quarter 2012 2013 2014 Media Revenue Q3 2014 OOH Revenue Total 2013 - £989.6m (2.0% YOY)Source: OMC Revenue for 2014 estimated at +3% -2.2% 6.4% 0.6%
- 45. UK Digital OOHRevenue 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 22% of OOH spend Forecast
- 46. UK Digital OutdoorRevenue by Quarter Source: Outdoor Media Centre 0 10 20 30 40 50 60 70 80 2007 2008 2009 2010 2011 2012 2013 2014 £m Year Q1 Q2 Q3 Q4
- 47. The top OOHspending categories: October 2014 Top 10 Categories Entertainment and leisure Cosmetics and personal care Telecoms RetailFinance Drink Travel and Transport Motors Government, social & political organisations Food £113.0m -12.9% £84.9m -15.5% £57.1m -5.9% £53.0m 7.7% £46.9m 13.1% £20.9m 24.7% £24.1m 3.1% £25.8m 56.7% £39.3m -15.2% £43.0m 20.3% Note: Data up to 31st October 2014
- 48. The top OOHspending advertisers: October 2014 Who’s Spending? £24.9m -27.3% £14.9m 72.4% £10.5m -1.7% £10.4m -2.8% £10.2m -20.1% £7.7m 29.0% £7.8m 38.0% £8.1m 17.5% £9.3m -21.4% £9.8m 6.4% Note: Data up to 31st October 2014
- 49. Spend by OOHformat: October 2014 Spend Trends- Roadside £9.2m -16.2% Misc. £63.7m 70.7% Digital6s £224.1m 2.4% 48s £76.9m -16.2% 96s £27.1m -63.5% Specials £9.1m -49.0% Note: Data up to 31st October 2014
- 50. Spend by OOHformat: October 2014 Spend Trends- Transport £74.3m 5.3% £43.0m -12.9% £39.9m -4.9% £47.2m 40.8% Note: Data up to 31st October 2014
- 51. 31% 23% 21% 8% 17% Consolidated Market Place OthersEst. Market share based on revenue
- 52. 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
- 53. Roadside, supermarkets, shoppingmalls, 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
- 54. 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/
- 55. Roadside, cinema, Glasgowsubway 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
- 56. Large-format digital, iconiclandmark 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
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- 58. Posterscope Hosts RoundTable on Real- Time OOH
- 59. British Airways CampaignWins Grand Prix at Creative Out of Home Awards 2014
- 60. Andrew Willshire joinsPosterscope in the New Role of Data Analytics Director
- 61. PSI Celebrate Launchof New Website with Daily Competitions
- 62. Times Square’s Biggestand Most Expensive Digital Billboard is Set to Shine
- 63. Ocean Win OutdoorSales Team of the Year at Campaign Media Awards
- 64. Clear Channel’s OutdoorPlanning Awards 2015 Now Open for Entry!
- 65. Forrest Media ExtendsScottish Portfolio
- 66. Triple Contract Awardfor Primesight
- 67. Primesight Brings DigitalRoadside OOH to Leeds
- 68. MediaCo’s New MegaDigital Screen Launches in Manchester
- 69. Bus Passengers’ JourneysEnhanced with Technology
- 70. Ocean Features onthe Deloitte Technology Fast 500 Once Again
- 71. The March ofProgrammatic is Revolutionising TV & OOH Media
- 72. JCDecaux Wins BestOriginal Digital Billboard at DailyDOOH Gala Awards
- 73. Team Sandoz Announcedas the Winner of the Campaign Citylive Challenge
- 74. Limited Space AnnouncesManagement Restructure and New Appointments
- 75. New Illuminated andRaised Format Brings Innovation to Shopping Centres
- 76. St. Pancras TurnsDigital
- 77. JCDecaux in 15-yearDeal with Vodafone to Improve Phone Coverage
- 78. Primesight's New DigitalSite in Sheffield
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- 80. Get in touchwith us... Hyperspace portfolio
Editor's Notes
- #2 Welcome to The Real World, Posterscope’s Out-of-Home landscape document that covers all the key facts and figures, market dynamics and drivers, revenues, new and relevant media and industry news and understanding the connected consumer. This document is updated on a monthly basis.
- #4 We live in a world changing at dramatic pace… Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research). Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation. And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere. The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure. Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary, 3rd party and client data. Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences. This mobility is on a global scale, by both land and air: 51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision) Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
- #5 The world is being transformed by technology, changing how people behave, especially when Out-of-Home… This is evidenced by the way we are having to re-define OOH Traditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too. Today’s OOH media infrastructure looks very different... For example, it incorporates all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail communications. Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a poster And there’s a whole range of things that can be layered on top of straight advertising; Services (search, public utility content on screens) Experiential concepts Platforms (Facebook, twitter) Content (YouTube, DOOH ‘programming’) Commerce (virtual store posters, downloadable vouchers) Games (on mobile, DOOH or both together) So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent parts What’s interesting about the OOH ecosystem is that it overlaps with other major global ecosystems e.g.; Google (video – YouTube, search, mobile display, Gmail, Google+) Facebook (website, mobile app/site, f-commerce) apple (iPhone, iPad, iTunes, iAds) Amazon (app, website, affiliate) But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationals Posterscope aims to help bring a lot of this together.
- #6 OOH is one of the only forms of media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time.
- #7 Alcohol consumption in Britain increases by 40% in December. Source: http://www.addaction.org.uk/page.asp?section=414
- #8 The Tube carries more than a billion passengers each year - up to four million journeys each day. That number is expected to increase by 2030. Source: City AM, 14 November 2014, http://www.cityam.com/1415975940/free-london-travel-contactless-journeys-hit-12-million-mastercard-offers-travellers-free
- #9 This section examines how we can understand the connected consumer in greater depth. It encompasses industry and proprietary insight, media owner consumer panels and Route, OOH’s revolutionary audience measurement system.
- #10 OCS is Posterscope’s proprietary consumer survey based on a representative sample size of over 6,000 adults. It evaluates their OOH activities, their attitudes towards, and opinions of, advertising in different environments, and importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis may include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
- #11 Posterscope’s Out-of-Home Consumer Survey (OCS) is now present in 30 countries with a total of over 100,000 respondents. In the UK the survey is now in its 6th incarnation, has a total sample size of 6,827 and incorporates over 40 OOH formats in the analysis. Posterscope launched the 6th edition of its OCS research in February 2014. This included many valuable new planning insights particularly around moods and mindsets, grocery shopping and the use of mobile platforms for researching products and services.
- #12 So for example OCS can allow us to understand consumer shopping habits… 66% of adults tend to notice adverts on digital screens in cinemas OCS 6, 2014
- #13 PA TouchPoints is a unique, consumer-focused, multi-media database which has been produced (for the communications industry) specifically to provide insights into how people use all media. TouchPoints provides two distinct databases: the first, the Hub Survey, provides a detailed view of ‘a week in the life’ of consumer behaviour. Respondents record their activities for every waking half hour over a seven day period, giving a unique view of people's daily lives and how their media usage fits into these patterns. The survey, involving c.5,500 adults, gathers information through individuals' e.Diaries and self-completion questionnaires. The second database, the TouchPoints Channel Planner is the only industry available, multimedia channel planner. It has been created by integrating the industry media currencies onto the Hub Survey. In addition, users can integrate their own databases or proprietary tools to build a more complete picture of their company, clients and brands. TouchPoints, now in its 5th generation, is a two-pronged system which comprises of an e-diary and a self-completion questionnaire. What's new for TouchPoints5? Both questionnaires have been completely reviewed and revised to reflect the changes in media consumption today. We are moving towards using an app to collect e.diary data. Those respondents with a smart phone will be asked to download the app onto their own phone rather than carry around a PDA. In addition the app will collect passive data - it will collect everything the respondent does with their mobile phone. The main changes to the TouchPoints self-completion questionnaire are in the following areas:- - Harmonisation of frequencies across media consumption - TV viewing - including catch up VOD and short form films - Music in our day - Tablet use - Apps use - Engagement - Shopping - payment forms - Information sources -Mail - direct mail and advertising mail - Technology - Events - Social Circles - Pet ownership The main changes to the TouchPoints diary questionnaire are in the following areas:- - Location – added “in someone else’s home” - Location – added “attractions/events” to “Elsewhere indoors” - Activities – now split out: -Snacking / Drinking / Eating a meal - Shopping – Groceries split out main shop and top up shop: Online via a laptop/desktop / Online via a tablet / Online via a mobile phone device - Media consumption by device: TV via TV set / TV via the internet or an app / Radio via a radio set or a TV set / Radio via the internet or an app / Newspapers/magazines in print / Newspapers/magazines via the internet or an app - If listening to the radio or TV via the internet - through which device? Laptop/desktop / Tablet / Mobile phone / TV with internet connection / Games console / Any other device - If reading a newspaper or magazine via the internet - through which device, as above but with the addition of e.readers e.g. Kindle - Social networking sites used: Facebook / Youtube /Twitter – Instagram / LinkedIn - Google+ - Social networking via what device? Laptop/desktop / Games console / Tablet - TV with internet connection / Mobile phone - Any other device Emoticons now include: Angry / Happy / Alert / Bored / Sad / Relaxed / Confident / Tired / OK/fine / Frustrated / Stressed / Positive For the first time we will be collecting data passively via an app on the respondent's own smart phone. For more information http://www.ipa.co.uk/Page/About-TouchPoints#.Uz0ih_ldXVk
- #14 Monday is the most popular day of the week when adults search for information on products and services (IPA TouchPoints 5 Passive Mobile Measurement)
- #15 JCDecaux’s Connected Commuter, run by On Device Research, is a mobile panel of 1,500 rail commuters from London/South East and provides insight across a wide number of categories. Surveys have included finance, supermarkets, fashion, media, travel, motoring and insurance amongst others. In addition to this, in May 2013 JCDecaux launched its Connected Youth research initiative plugging in direct to 1,000 urban mobile-connected 15-24 year olds and enabling advertisers and agencies access to their opinions, habits and lifestyle choices. The Connected Youth community, also run through mobile research specialist On Device Research, gives brands up-to-the-minute insight from one of the hardest to access social groups. To further connect with this group JCDecaux have also developed an app to talk to its Connected Youth community on smartphone devices. JCDecaux will deliver short weekly surveys that will ensure advertisers get the information they need, when they need it. JCDecaux will also offer bespoke surveys at the specific request of agencies and advertisers to its Connected Youth community.
- #16 Ngen , a unique audience insight community, was launched in June 2013. Clear Channel’s new audience insight community Ngen, allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with 400 engaged and connected 18-34 year olds from eight major UK cities. The community will cover a wide range of topics close to the hearts of its participants, creating great insight for this influential audience. Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics. In a recent edition of Clear Thinking, Clear Channel highlight some of the main insights from their Ngen research, run in collaboration with Crowd DNA and the Trajectory Partnership, that took place throughout 2013. The community ran for 18 weeks, alongside two waves of quantitative online research. The research focused on the knowledge, attitudes and behaviours of a generation that represents the future of the UK. By working closely with 8 brands partners including Dixons Store Group and Channel 5 it generated the following insight: • 95% Ngens still shop on the high street with the corresponding figure of 71% for online. Smartphones are also key with nearly half using smartphones for shopping related purposes • 52% of Ngens rated their smartphone as the technology they would keep above all else • 63% of Ngens agree advertising is important to a brand’s identity and almost half say they prefer targeted communication over general advertising. The contextual opportunities provided by OOH advertising is therefore key to this audience • Ngens are also one of the audiences that are key to the UK economy returning to positive growth. They have continued to spend and often think about the now rather than the future with 59% not contributing to a pension and 65% spending the same if not more on retail in areas such as clothing, footwear and consumer technology Detailed infographics on other Clear Channel audiences can also be found at Clear Channel Audiences - www.clearchannel.co.uk/think-big-think-adshel
- #17 work.shop.play is an online research panel consisting of people aged 16+ who work, shop and play in the UK’s urban areas. It quickly provides up to date research and insight into the urban audience’s opinions, mindsets and behaviours, which can be used by Exterion Media to generate valuable audience insight and help shape clients products, services and communications. Weekly studies are run to generate behavioural, motivational and product usage insights about our audience. To ensure panel members are kept engaged and consistently feeling part of ‘The Urban Community’ – an interactive platform has been built, hosting a programme of rewards and benefits in order to incentivise participation. The panel is nationally representative with an up-weight to account for London audiences, and a total size of 10,000+ members. Vision Critical host the panel on behalf of Exterion Media. Work.shop.play now have an interactive dashboard available here: www.exterionmedia.co.uk/insight Insight for some individual categories is also available through brochures such as The Look Book and Urban Food. The Look Book gives ideas and inspiration around Fashion & Beauty from market trends to purchase journeys for specific fashion segmentations. Urban Food delves deep into city dwellers eating behaviours for all the main meals of breakfast, lunch and dinner to snacking mid-morning, mid-afternoon and in the evening. work.shop.play. was awarded the accolade of Insight Panel of The Year at the 2014 Vision Critical EMEA Summit. Vision Critical manages over 700 communities and each year awards a prize for the best performing EMEA community. The award win follows a successful year for work.shop.play., the insights from which offer Exterion Media insight into the thoughts, mind-sets and behaviours of urban audiences. The panel has seen astounding growth of more than 50% in 2014; membership numbers now stand at 10,634 up from 6,823 at the start of the year; making it the biggest online urban community of its kind in the media industry. In addition, a 50 strong mobile community has been launched.
- #18 Airport Research Identifies How High Net Worth Business Travellers Are at the Forefront of Social and Technology Adoption 2011 JCDecaux Airport launched Business Traveller, the first survey of its kind conducted by an outdoor media company. The research focused on regular elite business flyers and explored their profile, relationship with technology and opinions on advertising. As a result of the success of the research, an updated version, Business Traveller 2, launched in October 2013. The findings of Business Traveller 2 add another layer to the understanding of JCDecaux Airport’s travellers and their sophisticated approach to finance, key decision making and airport experiences. It also unveils key insights into business travellers’ symbiotic relationship with technology and social media, and their opinions on global business. Key findings on the Airports Business audience include: • Over 1/4 have a net worth over £1m+ • 70% own tablets and 86% use apps • Over 1/3 access business news through links posted on social media websites • 73% have posted comments about products or services online, 74% read them • 62% notice advertising in airports all/most of the time • 60% think airports are the most effective place to advertise international B2B brands Business Traveller 2 highlights how advertising with JCDecaux Airport opens up a world of business influence amongst the hard-to-reach ‘business vanguard’. To find out more and read the full presentation for this research please visit: www.jcdecaux.co.uk/business-traveller-2
- #19 JCDecaux Unveils ‘Connected’ JCDecaux has unveiled ‘Connected’, a new community of three audience panels that delivers unique insights across JCDecaux’s rail, roadside and retail portfolios. ‘Connected’ is a targeted insight tool for brands and agencies to find out more about hard-to-reach audiences to help deliver high-impact campaigns. Building upon the success of the ‘Connected Commuter’ rail community, JCDecaux has re-launched ‘Connected Commuter Rail’ and has unveiled ‘Connected Commuter Road’ and ‘Connected Consumer’. Questions can be posed, based on any category or current trending topic, to the whole ‘Connected’ community or to each panel separately. ‘Connected’ also allows brands to tailor or adopt an advertising campaign to a specific audience through dynamic content on JCDecaux’s digital screens, with results delivered within hours. Via: JCDecaux
- #21 Route, which launched on February 26 2013, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – which acts as a catalyst to allow OOH to be truly accountable in this increasingly multi-media, multi-platform world. £19m was invested in the research which took 4 years in the making.
- #22 The research study, undertaken by Ipsos MediaCT and MGE Data, combines several elements: - The largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year. - A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM). - Also from the TIM, the realistic opportunity to see (ROTS) has been calculated - Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research accounts for scale, orientation and distance. It also calibrates properties such as movement and illumination.
- #23 Route, based on a sample size of 28,000, encompasses all outdoor environments – roadside, bus, Underground and train are already featured, with retail, airport and pedestrian environments to follow soon. Additions such as leisure and taxi audiences are expected to follow in 2015. The launch data includes 360,000 frames for road, bus and tube. It is designed around hyper-local geography allowing you to select from 24 conurbations or the 14 BARB areas.
- #24 With the release of Route there is a significant opportunity around the use of the data, as it can be the catalyst for the industry to behave in a very different way. Route is not a planning or optimisation tool, (more a detailed reporting tool) but as investing underwriters, Posterscope (along with Kinetic, Rapport, Exterion, JCDecaux, Clear Channel and Primesight) have unique access to the ‘raw’ IPSOS data files (which includes all the recorded information for the 28,000 respondents in the GPS travel survey and the full frame universe database together with all of the visibility characteristics that contribute to the audience delivery). In addition we have the gold standard algorithmic code that is the basis for the outputs from the collected data. This dataset is a crucial element in our development of a unique proprietary planning tool, and trading by audience.
- #26 Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013 facebook.com, 2014
- #27 Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013
- #28 What was the idea? Two years on from our successful UK launch, we wanted to develop a campaign that moved beyond simply improving brand awareness. The objective was to actively engage fans with content relevant to them. We also wanted it to reflect our summer campaign of getting gig tickets, not #gigenvy. We needed a dynamic campaign that adapted to users in real time, giving details of entertainment at venues relevant to them. It would also need to stretch across April to August. What was the media strategy? To reach fans at the right time with the right content across multiple channels, whether through outdoor, mobile, social, paid search or earned media. That means giving fans or potential fans relevant information in different ways to show them that we are the brand to trust when it comes to selling or buying tickets to the events they love. How are you using outdoor? We share a live feed of concerts, focusing on Londoners making decisions at the last minute. The campaign is live Wednesday to Friday, between 4pm and 7pm – critical times for weekend planning and commuter hours with high footfall. It runs on Clear Channel’s Connect Mobile Platform, allowing people to use their smartphones to tap or scan the interactive tags via NFC or QR-code technology. This takes them to a mobile-friendly version of our site where they can buy tickets. This allowed us to be seamlessly integrated while giving fans content that was relevant to them – and at the right time. The campaign was planned and bought by carat Manchester and Posterscope Manchester Via: Marketing Magazine
- #29 British Gas Targets Commuters with Hive Active Heating DOOH Activity British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end. Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone. Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details. Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders. “As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.” Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating. Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water. Via: The Drum
- #30 Posterscope embedded interactive digital screens in 20 bus shelters around the country to show hyper-local consumer generated reviews on Yell. Users can drill down into more detail to read the full review using the on-screen interface.
- #31 Store projections were executed to launch the new Tommy Hilfiger store on Brompton Road.
- #32 HOMER MEETS HIS MAKER Fox TV and psLIVE UK Bring Homer Simpson to Life at the San Diego Comic Con On the 26th July, Fox TV and psLIVE UK brought TV’s favourite doughnut-eating dad to life as part of The Simpsons 25th anniversary. This activity formed a key part of the San Diego Comic Con, which ran from the 23rd to the 27th July. To celebrate the history of this iconic TV show, a panel featuring Matt Groening, creator of The Simpsons, and the long-term producer, Al Jean, fielded questions about 25 years of The Simpsons in front of 8000 fans at San Diego’s famous Comic Con. At the end of the panel session, Homer Simpson himself made a surprise guest appearance! The 360 degree, 3D holographic projection of Homer walked onto the stage and engaged the crowd with a speech to mark the 25th anniversary of the show that was specially written with the San Diego Comic Con audience in mind. In addition to this, Matt Groening took part in a live conversation with Homer from the Comic Con stage to truly delight a hugely appreciative crowd, in ballroom 20 of the San Diego Convention Centre. psLIVE UK were responsible for the creative concept, planning and execution of the hologram projection and worked closely with 20th Century Fox TV studio team to create the 3D animation of Homer. Michael Brown, MD psLIVE UK: “We were delighted to again be sought out by Fox to create a truly pioneering experience around this important milestone in one of the most successful, and famous TV franchises globally – it was a real privilege and honour to be entrusted to deliver this particular event experience for one of our most valued clients”. The Comic Con audience certainly lapped it up, as did the whole of the USA: The cameras of Good Morning America captured the innovative work for broadcast across the entire nation.
- #33 psLIVE and Isobar hit Brighton with the Kellogg’s Squares Videobooth Kellogg’s Squares are targeting a slightly older brand audience and have also become the sponsor of the anarchic quiz show celebrity juice. To promote this, psLIVE and Isobar and hit Brighton during the comedy festival earlier this month with their Kellogg’s Squares videobooth. People were invited into the booth to take part in one of five Celebrity Juice challenges that were set around getting the bars out of their wrapper. The challenges were streamed live onto a large screen outside. When the challenge was completed, participants were judged on their performance by passersby using our clap-o-metre.
- #34 Online fashion retailer, Very.co.uk, launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One. The ‘window shop’ incorporated both NFC and QR code functionality which allowed passers-by with smartphones or tablets to scan and shop the collections on the Very.co.uk website. Purchases ordered before 9pm were delivered for free the following day. The windows featured three of Very.co.uk’s key festive trends, Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which were specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the e-tailer. The campaign was planned and bought by Posterscope and Carat.
- #35 During a fictional graffiti billboard campaign promoting the demise of Gio Compario, Twitter saw a huge increase in buzz. OOH was the only live broadcast media during this period proving its power to influence digital behaviour. Brand Objectives: Increase brand consideration Create a unique & authentic graffiti campaign in OOH Tactical Planning: Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
- #36 MINI Fan the Flame. In this campaign, executed by Posterscope Belgium, MINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time… Whoever’s ‘burst of flame’ broke the rope and set the MINI Countryman free, got to keep the car.
- #37 Lurpak Launches Experiential Campaign for New Cook’s Range Arla-owned Lurpak launches a fully immersive experiential and digital campaign targeting “passionate cooks” to promote its new Cook’s Range. Running from 24 to 26 April, the campaign integrates JCDecaux’s advertising screen Motion@Waterloo, with an interactive experiential campaign, where three celebrity food ambassadors, including Lily Vanilli, Tom Sellers and Valentine Warner will be aiming to inspire visitors to “start their food adventure”. The high-definition screen at London’s Waterloo station will stream live content captured on the food stand throughout the campaign. Stuart Ibberson, senior director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.” Around three million visitors are expected to interact with the campaign and will be encouraged to enter competitions on Twitter using the hashtag #foodadventures after trailing the product at the stand. Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow. This was a fully integrated campaign involving BD Network, Carat, Posterscope, psLIVE, LIVEPOSTER, Wieden & Kennedy, JCDecaux and JCDecauxLive. Via: The Drum
- #38 Fanta launched a highly interactive OOH campaign to target teenagers, which offered them the chance to physically connect with the brand. Users were encouraged to participate on a range of challenges and games through a targeted national 6s campaign, designed to seamlessly drive consumer engagement with the brand from offline to online. The ‘Fruit Throw’ game, which took place on 10 interactive screens strategically located where teenagers typically socialise, allowed users to play the game directly on screens on roadside bus shelters and shopping malls. The screens also featured a local leader board. Consumers were further encouraged to engage with the brand through Fanta branded bus stops, which were adorned with moveable Fanta stickers. People could take photos of themselves pulling their best ‘Fanta face’ with the stickers and post them on the Fanta Facebook page for a chance to win prizes. In addition, other roadside and mall 6s encouraged teens to take part in challenges, posing with 6s and uploading their photos to Facebook. Created by Posterscope and Publicis.
- #39 Mr Peabody and Sherman – Interactive Digital 6Sheet with Augmented Reality For the launch of new film Mr. Peabody and Sherman, an interactive 6-sheet campaign featuring augmented reality was placed in 5 malls across the UK. The public could choose from 3 different eras from history and overlay the corresponding accessories on their head. They could also overlay Mr. Peabody’s iconic glasses and bow-tie onto themselves before having their picture taken. The public were encouraged to enter their e-mail address for their photos to be sent to them. They could then choose to share their pictures with friends and family.
- #40 As the web becomes increasingly hyper-local and businesses / consumers create more location-based data, there are huge opportunities to use the latter to inform and optimise OOH planning, plus measure effectiveness. Electronic transport tickets, sat navs, loyalty cards, mobile search, mobile wallets, plus numerous websites / mobile apps are just some examples of how technology is being used to create location-specific data trails – all of which have the potential to help determine which OOH sites, day-parts, and creative treatments are most effective for a particular campaign. Location based tweets provide an ideal data set to mine, thus helping us infer which posters may be more effective in influencing a consumers digital behavior. The map shows tweets generated in Nottingham in a 7 day period The pins show poster locations, while the color represents the associated index of the volume of tweets (generated in a 200m proximity to the poster). Red pins are the highest indexing posters that people tweet in proximity to.
- #41 Strava is website and mobile application used by runners and cyclists to track runs and rides through GPS. Combining stat tracking with social networking, it provides route rankings, reward badges and timed challenges to its users. The Strava map above shows cycling activity during the night of the Dunwich Dynamo, 20-21 July 2013, when a thousand or so people cycled from London to the Norfolk coast. A snake of light shows the riders gliding through the night, while the bright lights appearing all over the UK and Europe are regular users of the app. This data source provides fascinating location based data trails and helps us identify which roads index highest to target cyclists in the UK, helping us make a more data driven approach to selecting roadside locations to place OOH posters. http://lcc.org.uk/articles/strava-map-shows-hundreds-of-dunwich-dynamo-cycling-trips-from-london-to-the-norfolk-coast
- #42 Out of Home 200% More Effective When Mobile Data is Used to Plan Ad Campaigns Big data partnership hailed as game-changing as it improves out-of-home advertising effectiveness by a significant margin Posterscope clients using EE data include Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas. Out-of-home (OOH) advertising is 200% more effective when mobile data is used to plan campaigns, according to initial results from Posterscope’s exclusive mData partnership with EE. In a trial conducted from January to May 2014, the pioneering out-of-home (OOH) communications agency used EE’s anonymised and aggregated group level network usage data to optimise OOH media selections and measure increases in ad awareness, purchase consideration and online searches across 120,000 usage hotspots. Clients, including Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas, took part in the trial. To achieve the results, Posterscope feed its proprietary ‘Planner’ app, an algorithm-based tool powered by Route, with EE’s mData. This data was then used to gain insight into consumers’ movements and location-based digital behaviours when they were out of their homes. This revealed how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide. “Mobile data is the OOH industry’s biggest game-changer in a decade,” said James Davies, Chief Strategy Officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered. “We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness. “A lot has been written about big data’s usefulness recently but this is a real-life example of how we’re using it to transform an industry. And the best thing is we’re the only OOH agency with a mobile network partnership, enabling us to draw on a dataset which features 27 million mobile users to improve OOH ad effectiveness. “However, despite this landmark moment for the industry, we believe there’s still more to come. By using more sophisticated data analysis techniques we’ll be able to identify audiences in real-time, display relevant digital-out-of-home adverts and improve campaign effectiveness even further. For example, a sportswear brand could use this advanced real-time data to identify runners coming towards a digital screen and then display adverts for products such as running shoes.” Chris Gobby, Head of mData at EE, said: “At EE we strive to help businesses make better decisions from big data with the results speaking for themselves in our work with Posterscope. We’re excited to be a part of this, and future, ground breaking applications of EE mobile data in out of home advertising and look forward to generating further unique products with Posterscope in the outdoor advertising space.”
- #44 The internet has seen a huge uplift in the past decade- from almost no revenue in 1999, to becoming the largest advertising media today. This rise has been at the expense of press, with newspapers and magazines seeing dwindling revenue. Those papers which have adapted to online formats have survived whilst local newspapers have suffered. Outdoor, TV and Radio have maintained a similar share of voice across the period.
- #45 OUTDOOR GROWS 0.6% TO £257.6M IN Q3 DIGITAL UP 35.8% TO £72.8M
- #48 October 2014 Sector 2014 2013 %difference Entertainment and Leisure £113.0m £129.8m -12.9% Telecoms £84.9m £100.5m -15.5% Finance £57.1m £60.7m -5.9% Drink £53.0m £49.2m 7.7% Retail £46.9m £41.5m 13.1% Travel and Transport £43.0m £35.7m 20.3% Motors £39.3m £46.3m -15.2% Govt/social/political organisation £25.8m £16.5m 56.7% Food £24.1m £23.4m 3.1% Cosmetics & personal care £20.9m £16.7m 24.7% Other £106.5m £126.4m -15.7% Overall market £614.5m £646.6m -5.0% Overall the market is down 6%... (data up to 31st October 2014)
- #49 NB: data is based on individual company as opposed to overall holding company which would show a different ranking. October 2014 Advertiser 2014 2013 %difference BSkyB £24.9m £34.3m -27.3% TalkTalk £14.9m £8.7m 72.4% KFC £10.5m £10.7m -1.7% McDonalds £10.4m £10.7m -2.8% Unilever £10.2m £12.8m -20.1% Heineken £9.8m £9.2m 6.4% Twentieth Century Fox £9.3m £11.8m -21.4% EE £8.1m £6.9m 17.5% Itv £7.8m £5.7m 38.0% O2 £7.7m £6.0m 29.0% Top 10 £113.7m £116.5m -2.6% (data up to 31st October 2014)
- #50 2014 2013 YOY 6 sheets £224.1m £218.9m 2.4% 48 sheets £76.9m £91.7m -16.2% Specials £9.1m £17.9m -49.0% 96 sheets £27.1m £74.4m -63.5% Large Digital £63.7m £37.3m 70.7% Miscellaneous sizes £9.2m £11.0m -16.2% Total £410.1m £451.1m -9.1% (data up to 31st October 2014)
- #51 2014 2013 YOY Tube £74.3m £70.6m 5.3% Airport £39.9m £42.0m -4.9% Bus £43.0m £49.4m -12.9% Rail £47.2m £33.5m 40.8% Taxi £0.00 £0.00 - Total £204.4m £195.4m 4.6% (data up to 31st October 2014)
- #52 Media owner SOV JCDecaux 31% Exterion Media 23% Clear Channel 21% Primesight 8% Others 17%
- #53 Strapline: Media where it matters About: 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 Key Formats: Roadside: Large and small-format locations nationwide including The Platinum Collection of premium sites such as the M4 Torch and Old Street Roundabout, national 6-sheets and national StreetTalk phone kiosks. Rail: National networks of large and small format digital and poster sites, key locations such as Euston Motion and immersion zones that deploy wraps and digital screens. Malls: National digital networks across premium malls including the high-profile M-Vision portrait screens and a national digital 6-sheet network. Supermarkets: National 6-sheet networks at ASDA, Tesco, Morrisons and Waitrose. JCDecaux Airport: Digital and high impact media space at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, Eurostar at St. Pancras International, London Luton and Eurotunnel. Experiential: JCDecaux Live reaches audiences at multiple locations including Covent Garden and Canary Wharf, London Underground, UK airports, premium malls, national rail stations, student unions and leading venues from ExCel London and the LG Arena to the NEC. Geography: Nationwide across environments in all the key cities across the UK Areas for Investment: Roadside: Continued investment in digital following the digitisation of The Cromwell Road Digital Gateway. 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. Digital investment at Tesco. Airport: JCDecaux Airport will unveil digital and high impact media space for Heathrow Terminal 2 launch. Experiential: Newly launched division JCDecaux Live links experiential to screens in malls and rail stations and is set to expand the multi-environment portfolio further. Research: Exclusive and bespoke insight from JCDecaux’s Connected Commuter and Connected Youth communities. ‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport. http://www.jcdecaux.co.uk/
- #54 Strapline: Where brands meet people About: 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. Key formats: 6s (Adshel, Sainsbury’s and shopping malls), 96s, 48s, Connect phone boxes, digital portfolio (D6s, M6 digital portrait tower, socialite, D48s, The Big Screen at the Trafford Centre), pinnacle (backlight 96s, halo mega 6s, banners and tower mega 6s). Clear Channel UK’s expanding digital portfolio includes LD6 in the capital, and desirable environments across the UK. Geography: nationwide Key areas for investment: 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. Research: Ngen http://www.clearchannel.co.uk/
- #55 Strapline: Engaging audiences About: 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. Key formats: Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPs Bus: T-Sides, Supersides, Streetliners, Bus Interior Panels Retail: LCDs, Large format LEDs in Westfield London and Stratford and One New Change Rail: 48, 16, 6, 4 Sheets, LCDs Geography: London If you want to talk to the influential Londoners, we own London with 80% of panels including London Underground, DLR, London Tram, digital, Buses, National Rail & Westfield. Sole rights to London Underground. Exclusive contractors to Westfield, London, Westfield Stratford & One New Change. National Bus: 34,000 buses on 12,000 routes travel around the UK’s urban centres daily and 5.2 billion passenger journeys per year in the UK National Rail: 30% of entire National Rail coverage (100% in Wales, 77% in Scotland, 75% in England). This equates to an annual footfall of 408 million. Key areas for investment Expansion of our National Rail & London Underground digital assets Illuminated New Bus For London Kings Cross digital escalator panels expansion Performance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October. Birmingham Express – Roadside digital panel Increasing retail offering Research Exterion Media’s urban audience panel work.shop.play. provides us with weekly insights into the urban audience. It is the largest urban audience online research panel of 10,000 people aged 16-55 from London & other key UK urban areas The London Worker Planning Tool provides information on all London workers, including the 700,000 who don’t even work in the capital. It is a quantitative study to understand London workers who are drawn to the capital to work, shop and play. Using an online survey of over 3,000 respondents, data has been fused with TGI and Touchpoints to give deeper insight into London workers. We have dashboards hosted at http://www.exterionmedia.co.uk/insight/ where you can tap into this rich stream of info. http://www.exterionmedia.co.uk/
- #56 Strapline: Results are our culture About: 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. Key formats: 6 sheets Roadside- 9517 Cinema- 967 Cinema digital- 131 48 sheets Roadside- 5674 HD- 197 BL- 373 69 sheets Roadside- 416 HD- 110 BL-63 Glasgow subway DEP- 48 6 sheets- 152 Digital 6 sheets- 20 Geography: National coverage with sites in all major cities across the UK and Glasgow Underground Investment: Primesight has spent millions in recent years investing in our estate and portfolio including: HD 48’s, HD 96’s Backlights Illuminations- i.e. 6 sheets outside key convenience stores Illumination enhancement project via LED Digital, 6 sheets DEPs x48 Ongoing audit of panels across the UK is continuous Recent improvements have been made to key sites such as Waterloo/ Elephant and Castle Proprietary insight: Primemobile Primedesign Hitwise EPOS Shopwyre Geofencing http://www.primesight.co.uk/
- #57 Strapline: The Art of Outdoor About: 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 Key formats: Ocean specialises only in large-format digital (i.e. sites such as Eat Street @ Westfield London), iconic landmark and super-premium banner locations. 50% of Ocean's inventory is traded by day part, hour, minute or even gender. Geography: Oceans has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow. Key areas for investment: Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. The Grid: In September 2013 Ocean launched The Grid the UK's first large format, full-motion, city-centre network. The Grid consists of 7 key digital outdoor locations in London, Birmingham, Liverpool, Manchester, Leeds & Glasgow & has increased Ocean's UK coverage. Ocean Labs: Allows us to test the very latest Out-of-Home innovations such as gender recognition technology, sound showers as well as mobile integrated campaigns. We launched 4 new sites across the regions: Leeds city centre (first exterior DOOH screen in Leeds city centre), Glasgow & Liverpool. Research: The Science Behind the Art of Outdoor In part in response to Route research being launched, we recently commissioned some Neuroscience research that looks into the true impact of Out of Home advertising. Neuroscience identifies the wow factor at the heart of great outdoor. A theoretical model, grounded in neuroscience, says that to get great results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response serves memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviours. KEY NEUROSCIENCE LEARNINGS: Neuroscience identifies the Wow factor at the heart of Outdoor. Premium Outdoor sites generate stronger emotions by impacting the right brain. Digital sites offer elevated engagement because our brains are programmed to respond to changes in our environment. Creative, when framed by a premium site, works much harder for the brand. The most iconic sites have a powerful priming effect delivering elevated impact for the campaign beyond the initial viewing. http://www.oceanoutdoor.com/ https://vimeo.com/73369556
- #59 Posterscope Hosts Round Table on Real-Time OOH Posterscope hosted a round table event at the Ham Yard Hotel in Soho on the morning of Tuesday 25thNovember. The event, hosted by Glen Wilson, Posterscope MD and chaired by Gideon Spanier, Media Editor of the London Evening Standard/Independent, was about realising the potential of real-time. Delegates included: Andrew Morley- CEO Clear Channel UK Paul Grosvenor- Senior Marketing Manager, Hive Stephen Wise- Founder, TriggerBuzz Zaid Al-Qassab- CMO Housetrip/Movember Tim Bleakley, CEO Ocean Outdoor Noel Penzer, MD AOL Paddy Earnshaw, Marketing Director, Doddle Tracy de Groose, CEO Dentsu Aegis Network Chris Green, Marketing Director, 20th Century Fox Tom Bazeley, CEO M&C Saatchi Adam Foley, Head of Strategy, SMG Tara Powadiuk, Global Media Partnerships, Microsoft Dan Douglas, Founder and MD, Liveposter Trade media attendees: Jessica Davies- News Editor, The Drum Ronan Shields- Executive Editor, Exchange Wire Ellen Hammett- Reporter, MediaTel A white paper and press release about the event will be published in December.
- #60 British Airways LookUp Campaign Wins Grand Prix at Creative Out of Home Awards 2014 British Airways’ much lauded #LookUp campaign has won this year’s Creative Out of Home Awards Grand Prix. The Creative Out of Home Awards, in association with the Outdoor Media Centre, celebrate the best in Out of Home advertising across the UK. This year they saw Ogilvy One, Clear Channel UK, Posterscope and Carat share the Grand Prix for developing the real-time outdoor advert for British Airways, which also won in the Digital Advert category too. Clear Channel’s work with British Airways also saw the company win in the Digital Updates category, while the Google Front Row campaign in the Innovation a Category for Grand Visual and Adam & Eve DDB. Iris Worldwide’s Mini UK ‘Re-born’ campaign won in the 48 or 96 Sheet Poster category while ‘Life is Better with Cake’ by JWT London was recognised in the Special Build section. The awards were handed out a ceremony that took place at the Marriott Grosvenor Square in London with the support of headline sponsor, the Outdoor Media Centre. The full list of winners can be viewed below: Grand Prix Company: Ogilvy One, Clear Channel UK, Posterscope, Carat Client: British Airways Title: BA #Lookup Chairman’s Award Company: GRAND VISUAL, ADAM & EVE DDB Client: GOOGLE Title: GOOGLE FRONT ROW 48 or 96 Sheet Poster AWARD Company: iris worldwide Client: MINI UK Title: Re-Born Company: Clinic Client: Exterion Media Title: The Beautiful 92 Company: WCRS Client: ROYAL NAVY Title: ROYAL NAVY ENGINEERS RECRUITMENT Special Build AWARD Company: JWT London Title: Life Is Better With Cake Company: Leo Burnett London Client: McDonald’s Title: Loading… Company: Ogilvy & Mather Client: Ulster Bank Title: Ulster Bank Mortgages Transport AWARD Company: tpf Client: ESPN Title: ESPN FC ON THE LONDON UNDEGROUND Company: Ubiquitous Ltd Client: Eastcoast Trains Title: Eastcoast Trains – Feel at Home Out of Home Campaign COMMENDATION Company: WCRS Client: ROYAL NAVY Title: ROYAL NAVY ENGINEERS RECRUITMENT COMMENDATION Company: iris worldwide Client: MINI UK Title: The New Original Company: Limited Space Client: Beiersdorf Title: Media First Leads Mall Domination For Nivea Company: Publicis Chemistry Client: Gatwick Airport Title: Tempted before Takeoff Multi-Platform Campaign AWARD Company: Kinetic ww Client: Unilever – Dove Invisible Dry Deodorant Title: Dove Ladies Day Digital Campaign COMMENDATION Company: Enigma Ltd Client: Pride in London Title: #Freedomto COMMENDATION Company: GRAND VISUAL, GOOGLE, R/GA, MANNING GOTTLIEB OMD, TALON Client: GOOGLE Title: GOOGLE OUTSISDE Company: iris worldwide Client: MINI UK Title: The New Original Company: Posterscope, Carat, Liveposter Client: Arla Title: Lurpak #FOODADVENTURES Integrated Campaign COMMENDATION Company: Clinic Client: Exterion Media Title: The Beautiful 92 COMMENDATION Company: Exterion Media Client: Exterion Media (formerly CBS Outdoor UK) Title: Look for Longer 2 Company: Arena Client: Westfield Title: We are LDN Summer Company: Posterscope, Vizeum, psLIVE Client: AbinBev Stella Artois Title: Stella Artois Wimbledon Championship Company: psLIVE Client: Very.co.uk Title: Very Beauty Tour Digital Advert AWARD Company: Ogilvy One, Clear Channel UK, Posterscope, Carat Client: British Airways Title: BA #Lookup COMMENDATION Company: Leo Burnett London Client: McDonald’s Title: See One. Want One. COMMENDATION Company: GRAND VISUAL, BBH, MEDIACOM Client: AUDI Title: AUDI DASHBOARD Company: GRAND VISUAL, AMV BBDO, OMD, TALON OUTDOOR Client: PEPSICO Title: PEPSI MAX UNBELIEVABLE BUS SHELTER Interactive AWARD Company: Enigma Ltd Client: Leo Burnett Title: Amnesty #helpgetthemhome COMMENDATION Company: GRAND VISUAL, AMV BBDO, OMD, TALON Client: PEPSICO Title: PEPSI MAX UNBELIEVABLE BUS SHELTER Company: Apache Solutions Ltd Client: Disney UK Title: Planes2: Fire & Rescue Company: Posterscope, Walker Media, psLIVE Client: Center Parcs Title: Woburn Forest Company: Rapport Client: Now TV (BSkyB) Title: Back In Your Box Company: TMW Client: Clearasil, Reckitt Benckiser Title: Clearasil #ShowYourFace Selfie Face Off Use of Live Updates AWARD Company: Clear Channel UK Client: British Airways Title: Magic of Flying COMMENDATION Company: tpf Client: ESPN Title: ESPN FC ON THE LONDON UNDEGROUND COMMENDATION Company: GRAND VISUAL, BBH, MEDIACOM Client: AUDI Title: AUDI DASHBOARD Company: GRAND VISUAL, GOOGLE, R/GA, MANNING GOTTLIEB OMD, TALON Client: GOOGLE Title: GOOGLE OUTSIDE Company: TMW & ZenithOptimedia Client: Clearasil / Reckitt Benckiser Title: Clearasil #ShowYourFace Company: Liveposter,Posterscope, Havas Media, Ocean Outdoor Client: NET-A-PORTER Title: NET-A-PORTER Live Viral AWARD Company: GRAND VISUAL, AMV BBDO, OMD, TALON Client: PEPSICO Title: PEPSI MAX UNBELIEVABLE BUS SHELTER Company: Enigma Ltd Client: Pride in London Title: #Freedomto Company: RedPill Client: World Hepatitis Alliance Title: World Hepatitis Day – Think Again Art Direction COMMENDATION Company: Publicis Chemistry Client: Gatwick Airport Title: Tempted before Takeoff – Camera COMMENDATION Company: Publicis Chemistry Client: Gatwick Airport Title: Tempted before Takeoff – Shoes Innovation AWARD Company: GRAND VISUAL, ADAM & EVE DDB Client: GOOGLE Title: GOOGLE FRONT ROW COMMENDATION Company: Ogilvy One, Clear Channel UK, Posterscope, Carat Client: British Airways Title: BA #Lookup COMMENDATION Company: GRAND VISUAL, AMV BBDO, OMD, TALON Client: PEPSICO Title: PEPSI MAX UNBELIEVABLE BUS SHELTER Company: GRAND VISUAL, GOOGLE, R/GA, MANNING GOTTLIEB OMD, TALON Client: GOOGLE Title: GOOGLE OUTSIDE Spectacular AWARD Company: CURB Client: PS4 Title: PS4-OXO COMMENDATION Company: Ubiquitous Ltd Client: Cath Kidston Title: Cath Kidston – A gift to London Company: Kinetic ww Client: Nike Title: Nike London – World Cup Projection Company: Rapport Client: Samsung Title: Terminal Samsung Galaxy S5 Experiential/Ambient AWARD Company: Leo Burnett London Client: McDonald’s Title: See One. Want One. COMMENDATION Company: CURB Client: PS4 Title: PS4-OXO COMMENDATION Company: Posterscope, Carat, Liveposter Client: Arla Title: Lurpak #FOODADVENTURES Company: Havas Media Client: Tennent Caledonian Title: Tennet’s Lemon T Company: psLIVE Client: 20th Century Fox Title: Turbo – That Snail Is Fast Company: ZenithOptimedia Client: Clearasil Title: #ShowYourFace International Advert/Campaign COMMENDATION Company: GRAND VISUAL Client: Roadshow Films Title: Into The Storm AR Low Budget AWARD Company: aryjoecreatives Client: aryjoecreatives Title: #walklondon Company: DirectionGroup Ltd Client: Microsoft UK&I Title: The Great British Type Off Company: VeriFone Media Client: The Times Title: Times Newseum Via: The Drum
- #61 Andrew Willshire joins Posterscope in the New Role of Data Analytics Director Out-of-home agency Posterscope has hired Dr Andrew Willshire to serve in the new role of data analytics director. Willshire joins the company to work across all areas of the business to design and build new data systems and forge new strategic partnerships that will have a significant impact on planning, insight, trading and operations. Reporting to media operations director Gavin Lee, Willshire joins Posterscope from Dentsu Aegis marketing effectiveness business Data2Decisions, where he led the development and implementation of a raft of innovative new initiatives. Via: The Drum
- #62 PSI Celebrate Launch of New Website with Daily Competitions PSI celebrated the launch of their website and the start of the festive season, with a daily competition throughout Monday 1st to Friday 5th December. There are some fantastic prizes up for grabs for both you and your clients, these include an ipad mini, a SmartWatch and some amazing free media space! The PSI Pioneering OOH website shares interesting news from within the industry, updating you with insight, showcasing some of the exciting campaigns PSI work on, presenting work taking place globally across Posterscope and psLIVE and keeping you up to date with exciting new technologies and innovations. So keep updated by signing up to their newsletter and enter the daily PSI competition here: http://psipioneeringooh.com/competition/
- #63 Times Square’s Biggest and Most Expensive Digital Billboard is Set to Shine The largest and most expensive digital billboard in Times Square, New York launched earlier this month. The new screen stands eight stories tall and is nearly as long as a football field, spanning the entire block from 45th Street to 46th Street on Broadway — the center of the Times Square “bow tie.” Nearly 24 million LED pixels, each containing tiny red, blue and green lights, make up the display, giving it higher resolution than even the best of today’s top-of-the-line television sets. At a going rate of more than $2.5 million for four weeks, the megascreen ranks as one of the most expensive pieces of outdoor ad real estate on the market, according to marketing executives. A digital art exhibition by the critically acclaimed Universal Everything studio collective will animate the screen from Tuesday night until Nov. 24, when Google will take over as the debut advertiser with a campaign that runs through the New Year. In the flashing, bustling advertising mecca that is Times Square, the screen is the biggest and the only one to cover an entire city block. Each day, more than 300,000 pedestrians are estimated to enter the Times Square “bow tie,” where Seventh Avenue intersects with Broadway between 42nd and 47th Streets. While New Yorkers generally breeze through, their heads in their phones, the location is a tourist destination, and the billboards are a large part of the attraction. The locale receives even more views when it is broadcast across the world, especially during big events like the New Year’s Eve celebration. About eight in 10 people in Times Square reported that the signs and the advertisements add to the appeal of the destination, according to a survey of 2,000 respondents in Times Square commissioned by Times Square Alliance and other groups. About half of the respondents reported taking photographs of the signs, and 60 percent said they had spent more than five minutes looking at them. Via: New York Times
- #64 Ocean Win Outdoor Sales Team of the Year at Campaign Media Awards The annual Campaign Media Awards took place on 19th November at London’s Hilton Park Lane, where Ocean was named Outdoor Sales Team of the Year. The 12 strong Ocean sales team, led by Sales Director Iain Chapman, demonstrated a clear, concise and inspiring story of their journey over the last 12 months, with their growth reflecting innovation and thought leadership within the industry. Ocean previously picked up Outdoor Sales Team of the Year back in 2011. Via: Ocean Outdoor
- #65 Clear Channel’s Outdoor Planning Awards 2015 Now Open for Entry! Clear Channel’s Outdoor Planning Awards, in association with Haymarket Brand Republic Group, are now open for entry. With six categories up for grabs, including the brand new ‘Best use of data and insight in outdoor’ which reflects the importance of data and insight in planning campaigns with unprecedented accuracy, the awards will celebrate the very best in outdoor planning from the last 12 months. Deadline for entries is 30th January 2015. Chris Pelekanou, Clear Channel’s Commercial Director, said: “Outdoor advertising is an incredibly exciting industry to be in at the moment and we are achieving amazing things together that are changing how people look at advertising. One of the key drivers of this change is the way we are approaching planning, putting it at the front-end of our campaigns, and how we combine this with great creativity, innovation and audience insight. “Our Outdoor Planning Awards, running for the ninth consecutive year, is a great way to celebrate the best planning of the last year. We are excited to pit the best-of-the-best against each other.” The six categories are: Best use of outdoor in a multi-media campaign Best use of multiple formats in outdoor Best use of continuity in outdoor Best use of innovation in outdoor Best use of digital in outdoor Best use of data and insight in outdoor In addition, there will be a Grand Prize – an overall award for the most effective and forward-thinking campaign of 2014. Last year, OgilvyOne and Posterscope took home the Grand Prize, as well as the accolade for ‘Best use of innovation in outdoor’, for British Airways’ ‘Magic of Flying’ campaign. The judges felt the campaign was “innovative on every level – this campaign really pushed the medium forward. It was truly inspiring, a game changer with extraordinary impact which was loved by the public and delivered on warmth and emotion.” More: http://www.clearchannel.co.uk/press-centre/events/2015/outdoor-planning-awards-2015/
- #66 Forrest Media Extends Scottish Portfolio Forrest Media is gearing up for an exciting 2015 and unveiled another two giant sites to add to their digital portfolio. Planned for early 2015, both the ‘CityScreen Glasgow Southern Gateway’ and the ‘CityScreen Edinburgh Eastern Gateway’ will stand at 50 sqm and will dominate vital routes into both major cities. The new additions are set to increase Forrest’s portfolio to a total of eight digital screens throughout Scotland and the north of England. The ‘CityScreen Glasgow Southern Gateway’ will be Forrest’s third digital outlet in Scotland’s largest city, whilst the Edinburgh site is the group’s third OOH offering in the nation’s capital. For more information, please visit http://www.forrestgroup.co.uk/ Via: Outdoor Media Centre
- #67 Triple Contract Award for Primesight Primesight has announced the expansion of its portfolio through three strategic contract awards. The combined expansion adds 640 new sites to Primesight’s existing portfolio and will deliver 30 million impacts per week on behalf of advertising clients. Increased 48 sheet coverage Primesight has extended the coverage of its 48 sheet portfolio by adding 168 new 48 sheets. The contract entitles the company to the management and marketing of the panels until 2024. This award brings the total number of Primesight’s 48 sheets in the region to 416, with most of the new panels located in Bristol and the across the South West and Wales regions. The panels occupy excellent locations and strengthen Primesight’s dominant position in the region. Growing street furniture and 6 sheet business Primesight has been awarded two separate street furniture advertising contracts in competitive tenders. Both contracts will be in operation for 1st Jan 2015: A three-year contract with Strathclyde Partnership for Transport (SPT) will entitle Primesight to manage 398 x 6 sheets on 199 bus shelters across West Scotland. The contract was won following a competitive tender process. Primesight has signed a five-year agreement with Royal Borough Windsor for the management of 74 panels across 37 bus shelters in Windsor. The contract was awarded after competitive tender. Via: Primesight
- #68 Primesight Brings Digital Roadside OOH to Leeds As another panel is added to Primesight’s Network proposition, Leeds acquired its first digital roadside panel on the 17th November, positioned on Hunslet Road. Located on a main arterial route, the site serves the city centre from the M1 and South Leeds. The digital site has a head-on location and is also in close proximity to The Royal Armouries Museum and the rejuvenated Canal area, which consists of popular hotels, bars and restaurants. The approximate impacts the panel will deliver are 303,000 with a reach of 93,750 based on all adults. Primesight’s digital proposition Network consists of 48 sheet digital screens available nationally. By the end of 2015, 50 digital sites will be part of Network. Via: Primesight
- #69 MediaCo’s New Mega Digital Screen Launches in Manchester As part of the second phase of MediaCo’s major digital expansion this high impact 18.0m x 5.2m screen is the UK’s largest pedestrian-only facing full motion digital screen reaching over 750,000 pedestrian shopper, business people and resident impacts a fortnight. Located in Market Street in Manchester at the heart of the city’s vibrant retail area the screen dominates one of the busiest retail stretches in the country. It also provides brands with the opportunity to use animated and interactive content to connect with and influence an active and receptive pedestrian audience. #1Manchester will also use an audience-based trading model which will allow it to be planned alongside the company’s CityLive touchscreen network. The combination of #1Manchester and CityLive will provide an opportunity for cross-screen, live data-driven interaction. Via: Outdoor Media Centre
- #70 Bus Passengers’ Journeys Enhanced with Technology Bus journeys in Norwich will never be the same again, as, for the first time, Bluetooth beacon technology has been implemented. It brings a new experience to a journeys, as passengers can now receive location-based messages on their smart devices from retailers in the area as they travel. The initiative has been made possible by a collaboration between Proxama, Exterion Media and transport company FirstGroup. The initiative counts 20 merchants from the Norwich area amongst its participants and, crucially, signals the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides relevant content and offers, which acts as a network for local brands and gives these retailers a unique channel of communication to potential customers who are on the move. At the same time, shoppers receive the opportunity to discover and purchase new products, as well as receive rewards such as coupons, discounts and loyalty services. The result brings benefits to both consumers and brands in the Norwich area. Consumers experience a more engaging journey, while local brands can expect an increase in loyalty, footfall and engagement. Underpinned by Proxama’s TapPoint® platform, passengers are able to opt in to the experience by switching their Bluetooth on and downloading Loka which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them. Working alongside multiple partners including Norwich Business Improvement District (BID) and the Association of Town & City Management (ATCM), the Connected High Street project is an ongoing initiative created to better learn about how to make beacon technology a part of the everyday shopping experience. Transforming the passenger journey by connecting the consumer’s digital capabilities with their physical environment will be a first for the UK and the involvement of local partners will showcase the full potential of mobile proximity commerce. Via: Exterion Media
- #71 Ocean Features on the Deloitte Technology Fast 500 Once Again Ocean is ranked number 380 on the Deloitte Technology Fast 500 EMEA 2014, a ranking of the 500 fastest growing technology companies in EMEA. Rankings are based on percentage revenue growth over five years. Ocean grew 429 percent during this period. Ocean CEO, Tim Bleakley said: “Ocean is in the second phase of a three stage development programme following our leveraged buyout backed by LDC in 2012. Since then we have doubled our investment in sales and marketing, introduced new technical capabilities through our Ocean Labs division and acquired Signature Outdoor. 2015 will be no different as we look to expand our presence further in the super premium digital out of home marketplace both in the UK and Europe.” Via: Ocean Outdoor
- #72 Picking Up Signals: The March of Programmatic is Revolutionising TV and OOH Media Programmatic has revolutionised online display advertising, and now it’s moving into other channels, with TV and outdoor advertising soon to be traded programmatically. Harriet Kingaby explores why this new means of buying and selling media means turning old models on their head. As the digitisation of the out of home (OOH) sector continues, TV consumption patterns change and improvement in TV hardware allow for better data collection, programmatic media trading continues its revolutionary march across all sectors of the industry. Last year, the Internet Advertising Bureau (IAB) reported that 28 per cent (circa £500m) of the UK digital display market was traded programmatically, and it predicts this will rise to between 60 per cent and 75 per cent by 2017. Although display is the most mature market, programmatic trading across most other sectors is also increasing, and TV and OOH are the next mediums to be talked about. Importantly though, the characteristics and benefits of programmatic trading will look and feel very different to display. ‘Programmatic TV’ looks set to become an industry buzzword. The revolution in this sector will flip the traditional TV model on its head; instead of using programming data to find advertising placements, marketers will be able to use audience data gathered from set top boxes to find them. Unlike digital out of home (DOOH) and display advertising however, it is not a real-time ad buying technology, but a tool that enables better ad targeting to increase efficiency. Digitisation of the OOH sector has been rapid and, according to PWC, looks to be revitalising it. According to Warc, DOOH accounted for 21.6 per cent of OOH spend in 2013 and can look forward to a seven per cent growth in 2015. The big opportunity for programmatic trading of DOOH is the ability to compare it with mobile and situational data. This allows identification of audience trends and therefore opens up creative opportunities for adverts to be rapidly placed and adapted depending on factors such as weather, individual flight arrivals and nearby sporting events. Although much excitement surrounds the digitisation and programmatic trading of space in both industries, there are barriers to scaling both. Scaling up TV in 2015 When discussing programmatic TV, it is important to distinguish what type of inventory you are referring to. Due to lack of industry faith in data and the high yields obtained by publishers when selling it, premium inventory on linear TV, such as an X Factor advertising slot, are unlikely to be traded programmatically any time soon. However, lower value inventory and video on demand (VOD) are seeing much greater interest. The reason for this is simple. The existing system of up-front buying allows major networks to obtain high prices for premium inventory, creating little incentive for them to experiment with new ways of selling. Many cite the lack of quality of data available and ad fraud as reasons for continuing with the existing system. Understandably, they’re not keen to change a formula that works for them and advertisers fear losing exposure through experimentation, even if it would allow them to tailor, and therefore increase engagement with, their adverts. Doug Ray, global president of Carat, puts it succinctly: “It’s about supply and demand; as long as demand is bigger than supply, there will be no systemic shift in linear TV.” However, despite the spend and power it commands, linear TV isn’t the only inventory for sale. There’s also VOD and catch-up TV, where user sign ins and publisher collected data make targeting easier and give publishers more reassurance and control. Indeed, according to Warc, after mobile advertising, broadcast video on demand grew most of all the advertising sectors in 2014. Channel 4, for example, has recently set up its own exchange for VOD and, says Rupert Staines, European managing director of RadiumOne: “This is a trend that will increase over time as consumers move their video consumption over to mobile devices… programmatic is all about driving efficiency and effectiveness requires data and intelligence.” Stuart Smith, the vice-president of client service at MediaOcean, cites Sky’s Adsmart as an industry leader: “Sky is in a unique position as it has the platform Sky box, and creates content and programmes too. That means it’s in a position to serve different people with different ads during the same programme. Compared to a Barb panel with half a million viewers, Sky can pull data from something like 11 million. However, of course, you’re still targeting households rather than individuals, so there will still be wastage.” Simon Daglish, group commercial director at ITV, has notably been critical in the past of the use of secondary data to place programmatic ads. However, he is hopeful for the collection and use of this first-party data in providing a better all round experience for ITV viewers. “We absolutely see the value of first party, permission based data, hence why we’re busy collecting it from our viewers with over seven million registered users of ITV Player already and growing fast. But that data is part of a willing value exchange between us and our viewers,” he says. However, for the time being, for most, ‘dumb’ set top boxes do look to be a limiting factor in gathering data and placing advertisements. Nicolas Bidon, managing director of Xaxis UK, describes the real winners in the short-term: “As the infrastructure continues to evolve and publishers begin to embrace the technology following demand from the advertisers, daytime TV and less valuable programmes will see more and more programmatic buying coming to the fore.” Carat’s Ray also sees potential in niche cable networks collaborating with data services, saying: “Where we will see real growth is in the long tail low rated inventory, which today is undervalued and often bundled together with high demand inventory in order for the network to monetise it. “The problem is that traditional ways of measuring TV ratings are survey based and when you get down to tiny audiences, the volatility of ratings and their ability to create a rating point falls off dramatically. With small niche cable networks, and particularly when you get to the daytime TV segments, audiences are so small that in traditional negotiations, we as humans can’t value it.” Ray also predicts companies such as ABC working with Adap.TV and AOL to gather better data from new generation set top boxes to monetise these audiences. Scaling DOOH in 2015 The digitisation of the OOH sector has transformed it. Digital screens allow much more flexibility than traditional posters and, when cross referenced with mobile phone data, can be tailored to their environment and audience in creative ways. As James Davies, chief strategy officer UK and USA, Posterscope explains: “All those screens are interconnected and playable, so the capability that gives advertisers is significantly better than posters. They allow you to run real-time, dynamic creative and activate campaigns much more quickly. So you have all this new capability that comes with this connected medium.” One example of this is the Stella Artois ‘Cidre’ campaign. Based on the insight that people are more likely to switch to cider when the weather is two degrees warmer than average, advertising space was only bought when the weather criteria was met. However, Posterscope’s Davies describes how this is the exception, not the rule: “The industry needs to be able to accommodate lots of those campaigns running at same time. We need some pretty robust technology to allow us to do this, like they have in the online world, such as DSPs and teams in agencies to operate them.” This is being addressed, but progress is slow. Gill Reid, head of out of home at MediaCom, describes how its recent VUKUNET programmatic direct platform trial was an exercise in streamlining the “end-to-end campaign buying and delivery process through an intuitive online interface, sending creative directly to digital screens, eliminating multiple manual processes and allowing clients and agencies to report on and optimise their campaigns in real-time”. Developing the platform would make the buying process more efficient, but more advanced platforms based on real-time bidding and auction models, such as ‘Vistar’ in the US, do exist outside of the UK. In addition to the lack of robust DSPs, the availability of digitised real estate for programmatic trading poses the main barrier to growth. Markets such as Australia and Asia are advanced, but availability of this space in the UK outside London is limited. As advertisers seek to move with their consumers across multiple screens, trading systems improve and availability increases, it is clear that DOOH is an industry with enormous potential. Although these issues mean it unlikely to be the UK industry success story of 2015. The scaling of programmatic trading of TV and DOOH require industry collaboration to improve data gathering and infrastructure. Advertisers, publishers and media agencies need work together to make more inventory available. Media and creative agencies must cooperate and broaden their skills sets to embrace a model of audience, rather than media trading. Indeed, considering advertising sectors in isolation seems dated, as consumers increasingly and indiscriminately consume media across multiple screens. As RadiumOne’s Staines puts it: “We need to start and finish with trying to understand the consumer. They are constantly connected by multiple devices. The only way this industry will genuinely leap forward in terms of innovation, will be when we realise we have to operate as a system, not siloes. It’ll take time. All media will be, in some way, programmatically traded digitally because the fundamental part of the puzzle is the consumer, who is way ahead of the game.” Via: The Drum
- #73 JCDecaux Wins Best Original Digital Billboard at DailyDOOH Gala Awards JCDecaux’s Motion@Waterloo won the award for the “Best Original Digital Billboard” at the DailyDOOH Gala Awards ceremony at Banqueting House, London on the 4th December. JCDecaux was shortlisted for the award, with The Trafford Arch and JCDecaux Airport’s GrandView taking second and third place. The judging panel, represented by industry experts from the UK, Italy, France, Germany, Spain and North America, came up with an original shortlist of six digital billboards they liked the most. Via: JCDecaux
- #74 Team Sandoz Announced as the Winner of the Campaign Citylive Challenge Team Sandoz and their client Macmillan Cancer Support have been announced as winner of The Campaign CityLive Challenge – winning £50,000 of media space on MediaCo Outdoor’s CityLive touchscreen network in Manchester. Launched this summer by MediaCo Outdoor and Campaign Magazine, the challenge saw team leaders Andy Sandoz (Havas Work Club) and Malin Hanas (Razorfish) and their respective teams, battle it out on behalf of Macmillan Cancer Support and The Booth Centre Manchester. The brief was to create a campaign on MediaCo Outdoor’s interactive CityLive touchscreens in Manchester that would kick down any barriers to creative thinking in digital out-of-home. Macmillan Cancer Support’s winning campaign was all about getting local people to not just see Macmillan, but to do something positive with the brand. The campaign was based around a crowd-sourced running event between two CityLive units, using a networked solution through the cloud to link the screens to each other. Facial detection software was then used to recognise runners and then software to time them between two CityLive units. Runners could then interact with the event by uploading photographs of themselves using CityLive’s inbuilt cameras to share on social media and encourage donations to the charity. Team Hanas’ campaign for The Booth Centre was a very close runner up, using CityLive to change perceptions by storytelling in a data-driven and interactive way. It used real people at the Booth Centre who were filmed telling their own stories. This was loaded onto CityLive and inbuilt facial detection software was used as an automated content selector so that each of the stories was shown to the most appropriate audience. Viewers were invited to touch the hand of the person sharing their story in the film to trigger more information about the charity, their forthcoming Big Sleepout event and to donate. The winner was decided earlier this week by a judging panel of leading sector experts including Claire Beale, global editor-in-chief Campaign Magazine; Sue Unerman, chief strategy office MediaCom UK; Darren Bailes, executive creative director VCCP; Laura Jordan Bambach, D&AD president and creative partner Mr.President; Richard Blackburn, commercial director MediaCo Outdoor; Andrew Newman, founder Enigma and Martin Ayrton, managing director FTP Concepts. The Campaign CityLive Challenge has been supported by DOOH tech company FTP Concepts and DOOH creative specialists Enigma. Via: Outdoor Media Centre
- #75 Limited Space Media Group Announces Senior Management Restructure and New Appointments As part of its growth strategy, Limited Space Media Group has announced the restructuring of its senior management team, with the promotion of Matt Gordon to Group CEO, alongside several other major appointments at Group level. Gordon, previously group Chief Operations Officer, will succeed Robert Lomnitz as Group CEO from 1 December 2014. Robert Lomnitz has been appointed Chairman of the Board and will continue to assist executive management in the development of group strategy, corporate matters and acquisitions. Via: Outdoor Media Centre
- #76 New Illuminated and Raised Format Brings Innovation to Shopping Centres Bay Media have moved indoors with their latest product; AirDressing. AirDressing, which magically looks like its floating in thin air, is Bay Media’s large format illuminated solution for wide open spaces such as the large spaces under glass ceilings in shopping centres and airports. The displays are 4m wide with over 3,000 LEDs, weighing just 45kg. While they use ultra low-energy lighting, they are twice as bright as a usual billboard, and all attachments are hidden away inside a 1mm frame. Royal Victoria Place shopping centre in Tunbridge Wells is host to Europe’s first installations where four units are in place. Via: Outdoor Media Centre
- #77 St. Pancras Turns Digital JCDecaux announces the next step in its digital rail expansion by unveiling the first ever 80” state-of-the-art digital screens at London’s St. Pancras International Station. Eight new screens will provide advertisers with digital Out-of-Home opportunities in key locations throughout the station’s retail space and concourse. St. Pancras will be the first station to benefit from JCDecaux’s new 80” digital screens. The screens are situated in close proximity to high-end retailers and will complement the two Transvision large-format digital landscape screens that are positioned either side of the departures board. In addition to Eurostar services, East Midlands Trains, Thameslink and Southeastern are serviced by St. Pancras. Via: JCDecaux
- #78 JCDecaux in 15-year Deal with Vodafone to Improve Phone Coverage JCDecaux has signed a 15-year global deal with Vodafone to help the telecommunications business improve network coverage. The outdoor media owner will fit small cells into its street furniture in consultation with local authorities and planning regulations. Vodafone will install and manage the telecommunications equipment. The cells will be deployed in more than 100,000 pieces of street furniture across the UK, Spain, Germany, Italy, the Netherlands, Ireland, Portugal, Australia, Qatar, Czech Republic, India, Turkey, Hungary and South Africa. The deal follows a trial in Amsterdam where more than 160 small cells were installed on JCDecaux bus shelters to enhance network performance across the city. Via: Campaign
- #79 Primesight's New Digital Site in Sheffield Primesight have announced a new site in Sheffield located on the A6109 arterial route heading out of the city towards the M1. This road is the main route to Meadowhall Shopping Centre - the 8th Busiest shopping destination in the UK. The location is in very close proximity to the out of town Leisure and Retail park Centretainment and Motorpoint Sheffield Arena which hosts numerous concerts and exhibitions.
- #81 Get in touch with us via: Our website- http://posterscope.com/ Our blogs- http://pioneeringooh.com/ Hyperspace portfolio- http://hyperspaceportfolio.wordpress.com/ Twitter- https://twitter.com/Posterscope