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The Real World August 2016
The document discusses the dynamics of the out-of-home (OOH) advertising sector, highlighting the growth of digital formats and consumer engagement strategies. It includes statistics on advertising spend across various industries, market trends, and the influence of technology on consumer behavior. Key players like JCDecaux, Clear Channel, Exterion Media, and Primesight are mentioned, alongside their ongoing investment in digital platforms and audience insights.
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The Real World August 2016
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- 2. The Posters Laptops Tablets Duty Free / RetailMedia & Assets Owned OOH (e.g. buildings or jet bridges) Networked Video ScreensContent Physical Experiences (sampling) Experiential Stands / Zones Platforms Apps & Games Commerce & Coupons Mobile etc Data Technology Ads People & Places Services / Utilities (e.g. wifi) Out-of-Home ecosystem
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- 5. OCS in Numbers 6,765 Totalsample in UK 7th Version Release Date Feb 2015 100,000+ Global respondents 30 Countries OCS is run in 250 Brands now included on the survey 41 Number of OOH formats analysed within OCS %
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- 7. Did you know… TouchPoints 43%of people say they often notice brands which sponsor sports teams and events Source: Touchpoints 6
- 8. Did you know… OCS 74%of 15-34 year olds say they notice digital advertising screens in Shopping centres
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- 14. Our own researchsuite Primesight Primemobile Our unique market research technique, including the Primemobile Live Portal Prime Design Creative analysis tool EPOS Data (Measures sales uplift in convenience stores)
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- 17. A pioneering newtravel survey
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- 19. Revolutionising the waywe plan OOH
- 20. We Live ina Convergent World
- 21. Driven by technologyand consumer expectation… 1.1bn Connected Things will be used by smart cities in 2015 370 contactless transactions are made every minute in the UK The wearables market exceeded $2 billion in 2015, will hit almost 3 billion this year and over 4 billion in 2017. More searches take place on mobile devices than on computers . 37% of all website visits come from mobile devices
- 22. It’s a convergentWorld… Gateway to Mobile content Networked OOH: Real Time Experiential OOH Owned OOH Interactive interfaces Live video streaming
- 23. Index of tweetsvs. the norm in proximity to posters in Nottingham Data-led planning
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- 26. Improved targeting throughmobile data TRIPLED THE EFFECT of OOH media in terms of: • Ad Awareness • Purchase Consideration • Online Searches
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- 29. Media OOH Revenueby quarter Source: Outsmart / ** 2015 Q1 data is Posterscope estimate 204 207 213 213 209 228 239 211 209 229 243 259 249 212 214 269 256 258 271 252 256 259 277 294 310 0 50 100 150 200 250 300 350 2010 2011 2012 2013 2014 2015 2016 £m Q1 Q2 Q3 Q4
- 30. 0 50 100 150 200 250 300 350 400 2001 2002 20032004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 UK Digital OOH Revenue Source: Outsmart
- 31. The top OOHspending categories: June 2016 Top 10 Categories Entertainmnt and leisure Cosmetic and Personal Care Motors Telecoms Business and Industrial Media Finance Drink £13.6m -15.8 Travel and Transport Total market £74.8 (-5.7%) Food £12.7m 6.9 £11.5m 47.3 £6.0m -17.0 £5.0m -4.4 £4.4m -38.0 £3.6m -28.5 £3.3m 245.5 £3.3m -20.4 £2.2m -23.8
- 32. The top OOHspending categories: January- June 2016 Top 10 Categories Entertainment and leisure Motors Telecoms Food Finance Travel & Transport Drink Cosmetics & Personal Care Media £13.2 49.9 £18.1 72.7 £22.5m 29.3 £23.7m -7.7 Government, social and political organisations Total market £399.5m (+11.3%) £67.3m -8.2 £43.3m 34.6 £42.4m -7.7 £37.7m 30.1 £36.0m 4.7 £28.5m 2.6
- 33. The top OOHspending advertisers: June 2016 Who’s Spending? £2.7m 212.2% £2.7m 54.1% £2.6m 368.8% £2.4m 90.7% £2.2m 104.8% £1.4m 78.9% £1.5m 18.7% £1.5m 2713% £1.7m -52.5% £2.2m 101.7% £1.6m -30.2%
- 34. The top OOHspending advertisers: January- June 2016 Who’s Spending? £16.6m 6.3% £9.2m 97.9% £8.9m 126.8% £8.4m 141.3% £6.5m 91.4% £4.9m 1635.6% £5.4m 17.0% £5.5m -26.1% £5.8m 1.2% £6.4m -12.2%
- 35. Spend by OOHformat: January- June 2016 Spend Trends- Roadside £62.9m 18.2% Large Digital6s £134.7m 13.5% 48s £48.6m 0.3% 96s £12.8m -18.6% Specials £5.9m -8.7%
- 36. Spend by OOHformat: January- June 2016 Spend Trends- Transport £51.6m 7.6% £26.7m 11.3% £21.4m -2.4% £32.1m 56.0%
- 37. Consolidated Market Place 35% 17% 23% 12% 8% 5% 2016Est. Market share based on revenue OTHERS
- 38. In the UKJCDecaux provides opportunities on multiple formats across roadside, rail, retail, airports and the experiential landscape. Nationwide across environments in all the key cities across the UK. Roadside: Continued investment in digital across the country. Key new digital locations include The Salford Arch and first ever 84” D6’s in Edinburgh. Rail: Digital expansion continues across D6 and Transvision networks Retail: M-Vision expansion to further premium malls, and portfolio moves towards 100% digital with D6 development. Continued digital investment at Tesco Airport: Ongoing development in digital inventory at major UK airports. New iVision screens and increasing focus on dynamic content and live updates Experiential: JCDecaux Live is expanding the multi- environment portfolio further Connected Commuter and Connected Consumer, Power of Big ‘3’ from JCDecaux Insight. ‘Business Traveller 2’ Insight, Audience Typology, Luxury & Motors category presentations and Perceived Value Research from JCDecaux Airport. JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon when Jean-Claude Decaux installed the first advertising bus shelter. This local outdoor company is now a global media owner. Reporting €2.813 billion in revenue in 2014, JCDecaux is present in more than 70 countries worldwide and is market- leader in the UK. JCDecaux has recently been awarded the £500m TfL Street Furniture contract across a period of eight years. jcdecaux.co.uk About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
- 39. Nationwide across environmentsin key cities across the UK Ngen Our community of young, social and connected people gives us deep and rich insight and allows for on-going engagement for Clear Channel and clients. In 2016 our we’ll be asking our Ngen’s to explore our various advertising environments, so expect a wealth of insight on how their thoughts, habits, behaviours and moods change with each differing advertising situation. . . About Clear Channel Key Areas For Investment Key Formats Geography Proprietary Research + clearchannel.co.uk Clear Channel UK is part of Clear Channel Outdoor (CCO). Clear Channel Outdoor is one of the world’s largest outdoor advertising companies with a portfolio of solutions that reaches 600 million people in over 40 countries across Asia, Australia, New Zealand, Europe, Latin America and North America. Adshel, Adshel Live, Storm, Wrap, Billboards, Malls, Supermarkets, Socialite Adshel Live national roll-out With 300 already in the ground, we are in the process of rolling out 600 Adshel Live units, a network of digital and beacon enabled screens. Situated in premium locations, in over 30 towns and cities across the UK, they give brands the opportunity to engage with audiences using dynamic, interactive and real-time advertising creative. Storm expansion In 2016 we will continue our portfolio expansion across the UK’s top 10 cities, building on the seven new sites we delivered in 2015, which included the digitisation of the iconic Storm Cromination. Storm are now London’s number 1 super premium portfolio in terms of scale, footprint, audience and quality, always delivering Fame on Demand.
- 40. Underground, bus, retail(Westfield Stratford, Westfield London and One New Change), National Rail Formats include, 96s, 48s, 16s, 6s, 4s, LEP’s, TCPs, DEPs, LCDs, XTP’s, T-sides, Streetliners, Bus interiors, etc.) National with a dominant presence in London Increasing digital offering across Rail & London Underground Illuminated New Bus For London Performance 48 sheets National Rail Expansion of retail offering Birmingham Express Roadside digital work.shop.play and All eyes on London Previously part of American-based CBS Corporation, CBS Outdoor International was sold in the Autumn of 2013 to LA-based Platinum Equity and rebranded to Exterion Media in January 2014. Exterion are currently involved in pitching for the TfL pitch which combine the ad sales for the Underground, the Overground, the Tramlink, the Docklands Light Railway (DLR), Victoria Coach Station and Crossrail, when it launches. About Exterion Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + http://www.exterionmedia.co.uk/
- 41. Roadside,Digital ‘Network’ cinema,Glasgow subway National coverage with sites in all major cities across the UK and Glasgow Underground Primesight has heavily invested in Digital by creating the first national roadside digital ‘Network’ of 48 sheets. It continues to expand as sites are rolled out across the country. Primemobile, Primedesign,, EPOS, Brain Works, Geofencing. Primesight has also recently innovated ‘Primemobile live’ – a real time marketing performance dashboard that allows you to view campaign progress in the moment Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK- based business which has a market share of 8% in 2014/15. primesight.co.uk About Primesight Key Areas For Investment Key Formats Geography Proprietary Research + Results are our culture
- 42. 61 screens &displays across 42 locations in 9 cities. Large-format digital, iconic landmark and super-premium banner locations including The IMAX. Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds, Bristol and Glasgow , , , , , and . Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. Ocean’s strategy of developing iconic digital land premium formats, is mirrored by its acquisition strategy. Areas of investment include… The Grid Ocean Labs Regional site expansion Neuroscience Research projects - The Science Behind the Art of Outdoor - Beyond Out of Home Ocean Outdoor, launched in 2005, is a boutique, UK-based media company pioneering creativity in digital OOH via an expanding portfolio of large-format, high profile sites In May 2012 a management buyout, backed by LDC Capital, purchased the business from Smedvig Capital for £35m In 2014, Ocean Group acquired Signature Outdoor and in 2015 expanded further with the acquisition of MediaCo. Ocean Outdoor reported revenues of £23.4 million in 2012 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + oceanoutdoor.com
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- 44. Can Media CampaignsPerform 13% Better?
- 45. AA Combines Visual& Audio Ads for Mass Audience Reach…
- 46. Air New ZealandTop Gun-themed event
- 47. James Blunt Serenadesthe Nation Through Customised OOH Sites…
- 48. Chariots of FireRemembered in St Andrews…
- 49. Augmented Reality Extendingthe Potential of Out-of-Home…
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- 51. 2016 Ocean DigitalCreative Competition Entries Open…
- 52. Churchill Puts theSpotlight on Uninsured Drivers…
- 53. Multi-million Pound BoostFrom Bus Shelter Advertising…
- 54. Outdoor Plus appointsChief Client Officer…
- 55. Ocean Outdoor AppointedSales, Marketing and Advisory Partner for The Piccadilly Lights…
- 56. JCDecaux UK Joinsthe IAB…
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- 58. JCDecaux Gets itsDigital Outdoor Show on the Road…
- 59. Ocean Invites Manchesterto Follow #thehumansensor…
- 60. Primesight Hires Teemanas MD…
- 61. Primesight and TalenthouseAnnounce Ultimate Canvas Winner…
- 62. Dearden leaves ClearChannel…
- 63. JCDecaux’s Iconic A3Fin is Live!
- 64. Creative Review’s ArtShowcase Across JCDecaux’s Screen
- 65. blowUP Media LaunchNew Victoria Station Site…
- 66. #BrutalCut Campaign byWeber Shandwick Raises Awareness of FGM with ActionAid UK…
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- 68. LEGO Encourages Parentsto Spend More Time With Their Kids Using OOH Video Stunt…
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- 70. Lennox’s “Degrees ofPerfect”…
- 71. Jazz Amsterdam Hotel“Built By Music”…
- 72. Grandpa Pranks Bodybuildersat Muscle Beach…
- 73. Europcar Present a‘Carousel of Dreams’ for Grown-ups…
- 74. A Typographic ShadowGraffiti that Changes During the Day…
- 75. Castrol’s “The Vuvuliser”Combats Drink Driving…
- 76. Vote Leave BusPromoting NHS Budget “lies” Hijacked by Greenpeace…
- 77. Fetch Create GiantDog Bowl to Educate Pet Owners on Hydration…
- 78. Passersby Enter TheFantastic Problem Solving machine…
- 79. Sit Down toSave Lives in OOH Blood Donation Campaign…
- 80. Unsuspecting First-daters QuizzedAbout Finances and Exes in Secret Camera Stunt…
- 81. Persil Creates GiantMud Volcano to Launch its New App…
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