This document provides an overview of the out-of-home advertising industry in the UK, including key metrics, trends, and insights. It discusses revenue and spending data for various OOH formats and categories. It also profiles the major OOH companies in the UK and highlights their key areas of investment, formats, geographic coverage, and proprietary research. Throughout it emphasizes the growing importance of data-driven planning and digital OOH capabilities.

1. 07/07/2016
The Real World
June 2016

2. The
Posters
Laptops
Tablets
Duty Free /
Retail Media &
Assets
Owned OOH
(e.g. buildings
or jet bridges)
Networked
Video ScreensContent
Physical
Experiences
(sampling)
Experiential
Stands / Zones
Platforms
Apps &
Games
Commerce
& Coupons
Mobile etc
Data
Technology
Ads
People
& Places
Services /
Utilities
(e.g. wifi)
Out-of-Home
ecosystem

3. Understanding The
Connected Consumer

4. OCS
Constantly
consumer-
centric
Constantly
consumer-
centric

5. OCS in Numbers
6,765
Total sample in UK
7th
Version
Release Date Feb 2015
100,000+
Global respondents
30
Countries OCS is run in
250
Brands now included on the
survey
41
Number of OOH formats
analysed within OCS
%

6. TouchPoints

7. Did you know…
TouchPoints
The average
full time worker
spends 6.5
hours a week
travelling to
and from work
Source: Touchpoints 6

8. Did you know…
OCS
70% of people are
excited about
enjoying warmer
weather activities
during the summer
e.g. drinking outside,
BBQ’s

9. JCDecaux
Connected

10. Clear Channel Tribes

11. Clear Channel
Ngen

12. Exterion Insight Tools

13. Exterion Media
work.shop.play

14. Our own research suite
Primesight
Primemobile
Our unique market research
technique, including the
Primemobile Live Portal
Prime Design
Creative
analysis tool
EPOS Data
(Measures sales uplift
in convenience stores)

15. Data Driven Targeting

17. A pioneering new travel survey

18. Measuring audiences whilst OOH

19. Revolutionising the way we plan
OOH

20. We Live in a Convergent
World

21. Driven by technology and consumer
expectation…
1.1bn
Connected Things will
be used by smart
cities in 2015
370
contactless
transactions are
made every
minute in the UK
In 2015 mobile
ad spending
accounts for
49% of digital
ad spending
90% of time
spent on a
mobile is
spent on
apps, 10% is
browsing
In Q2 of
consumers
spent, on
average, 3 hrs
and 40 minutes
per day on their
mobile devices

22. It’s a convergent World…
Gateway to Mobile
content
Networked OOH:
Real Time
Experiential OOH
Owned OOH Interactive interfaces Live video streaming

23. Index of tweets vs. the
norm in proximity to
posters in Nottingham
Data-led planning

24. Data-led planning

25. Data-led planning

26. Improved targeting through mobile data
TRIPLED THE EFFECT
of OOH media in terms of:
• Ad Awareness
• Purchase Consideration
• Online Searches

27. Data-led planning

28. The Out-of-Home
Marketplace

29. 1999-2014 Media Revenue
Media Revenue Growth
Source: Dentsu Aegis Media & WARC
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Internet
Outdoor
Cinema
Radio
TV
Magazines
Newspapers
Media
Year
Annualtotalmediaspendin£m

30. Media OOH Revenue by quarter
Source: Outsmart / ** 2015 Q1 data is Posterscope estimate
204 207
213 213 209
228
239
211 209
229
243
259
249
212 214
269
256 258
271
252 256 259
277
294
310
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014 2015 2016
£m
Q1 Q2 Q3 Q4

31. 0
50
100
150
200
250
300
350
400
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
UK Digital OOH Revenue
Source: OMC/Posterscope estimates
Forecast

32. UK Digital OOH Revenue
Source: OMC/Posterscope estimates
128
182
214
272
337
78
0
50
100
150
200
250
300
350
2011 2012 2013 2014 2015 2016
£m

33. The top OOH spending categories:April 2016
Top 10 Categories
Entertainment
and leisure
Cosmetic and
Personal Care
Motors
Telecoms
Retail Media
FinanceDrink
£9.0m
7.39%
£6.6m
46.1%
£3.0m
-20.0%
£2.8m
21.7%
£1.8m
-51.9%
£5.3m
-17.9%
£2.6m
106.7%
£3.1m
131.3%
£5.5
-13.7%
£5.9
35.5%
Travel and
Transport
Total market £55.2m (1.2%)
Food

34. The top OOH spending categories: January-April 2016
Top 10 Categories
Entertainment
and leisure
Motors
Telecoms
Drink
Finance Travel &
Transport
Food
Cosmetics &
Personal Care
Media
£39.6m
-15.8%
£24.7m
16.2%
£21.3m
-27.3%
20.7m
17.1%
£18.3m
-6.3%
£10.2m
-21.7%
£12.5m
59.9%
£14.6m
117.3%
£15.0m
-5.2%
£17.6m
30.3%
Govt, social,
politics
Total market £235.5m (+4.5%)

35. The top OOH spending advertisers:April 2016
Who’s Spending?
£2.8m
79.4%
£1.6m
0%
£1.5m
0%
£1.3m
144.6%
£1.2m
52.6%
£0.9m
96.4%
£0.9m
3151.7%
£1.5m
2713%
£1.0m
4.5%
£1.0m
-7.1%
£1.0m
286.3%

36. The top OOH spending advertisers: January-April 2016
Who’s Spending?
£11.6m
26.0%
£5.1m
106.7%
£4.4m
183.2%
£3.9m
-25.9%
£3.6m
111.4%
£2.9m
0%
£3.1m
0%
£3.3m
1066.9%
£3.4m
-21.6%
£3.4m
38.3%

37. Spend by OOH format: January-April 2016
Spend Trends- Roadside
£35.9m
4.4%
Large Digital6s
£76.2m
3.4%
48s
£30.6m
0.1%
96s
£7.1m
-25.9%
Specials
£3.4m
-16.3%

38. Spend by OOH format: January-April 2016
Spend Trends- Transport
£31.2m
6.2%
£16.5m
14.8%
£14.2m
7.0%
£17.2m
34.4%

39. Consolidated Market Place
35%
17%
23%
12%
8%
5%
2016 Est. Market share based on revenue
OTHERS

40. In the UK JCDecaux provides opportunities on multiple formats
across roadside, rail, retail, airports and the experiential
landscape.
Nationwide across environments in all the key cities across
the UK.
Roadside: Continued investment in digital across the
country. Key new digital locations include The Salford Arch
and first ever 84” D6’s in Edinburgh.
Rail: Digital expansion continues across D6 and
Transvision networks
Retail: M-Vision expansion to further premium malls, and
portfolio moves towards 100% digital with D6 development.
Continued digital investment at Tesco
Airport: Ongoing development in digital inventory at major
UK airports. New iVision screens and increasing focus on
dynamic content and live updates
Experiential: JCDecaux Live is expanding the multi-
environment portfolio further
Connected Commuter and Connected Consumer, Power of
Big ‘3’ from JCDecaux Insight.
‘Business Traveller 2’ Insight, Audience Typology, Luxury &
Motors category presentations and Perceived Value
Research from JCDecaux Airport.
JCDecaux is a privately owned French OOH advertising
company, founded in 1964 in Lyon when Jean-Claude
Decaux installed the first advertising bus shelter. This local
outdoor company is now a global media owner.
Reporting €2.813 billion in revenue in 2014, JCDecaux is
present in more than 70 countries worldwide and is market-
leader in the UK.
JCDecaux has recently been awarded the £500m TfL Street
Furniture contract across a period of eight years.
jcdecaux.co.uk
About JCDecaux Key Areas For Investment
Key Formats
Geography Proprietary Research
+
Media where it matters

41. Nationwide across environments in key cities across
the UK
Ngen
Our community of young, social and connected people
gives us deep and rich insight and allows for on-going
engagement for Clear Channel and clients.
In 2016 our we’ll be asking our Ngen’s to explore our
various advertising environments, so expect a wealth of
insight on how their thoughts, habits, behaviours and
moods change with each differing advertising situation.
.
.
About Clear Channel Key Areas For Investment
Key Formats
Geography Proprietary Research
+
clearchannel.co.uk
Clear Channel UK is part of Clear Channel Outdoor (CCO).
Clear Channel Outdoor is one of the world’s largest outdoor
advertising companies with a portfolio of solutions that reaches 600
million people in over 40 countries across Asia, Australia, New
Zealand, Europe, Latin America and North America.
Adshel, Adshel Live, Storm, Wrap, Billboards, Malls, Supermarkets,
Socialite
Adshel Live national roll-out
With 300 already in the ground, we are in the process of rolling out
600 Adshel Live units, a network of digital and beacon enabled
screens. Situated in premium locations, in over 30 towns and cities
across the UK, they give brands the opportunity to engage with
audiences using dynamic, interactive and real-time advertising
creative.
Storm expansion
In 2016 we will continue our portfolio expansion across the UK’s top
10 cities, building on the seven new sites we delivered in 2015,
which included the digitisation of the iconic Storm Cromination.
Storm are now London’s number 1 super premium portfolio in terms
of scale, footprint, audience and quality, always delivering Fame on
Demand.

42. 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/

43. 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

44. 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

45. Posterscope
news, views and
campaigns
www.pioneeringooh.com

46. Angry Birds Get Starring Roles at Madame
Tussauds…

47. Posterscope Outdoor Campaign for DOOM
Targets Gamers via Twitter…

48. Eurostar Use YouTube Data to Make Outdoor
Campaigns More Effective…

49. Oreo Uses Dynamic Link Up Between DOOH and
Snapchat…

50. BMW Uses Premium DOOH to Promote New i8…

51. Posterscope Strengthens its Global Real Time
Capabilities with the Acquisition of Liveposter…

52. Posterscope Win Connected Agency of the Year
at Mediatel Connected Consumer Awards…

53. Annie Rickard explores the Untouchable OOH
Experience…

54. 7/7/2016
Posterscope Wins 3 Clear Channel Outdoor
Planning Awards

55. MKTG Launches in the UK…

56. OOH Industry News

57. Limited Space Launch New Digital Portfolio…

58. Storm Launches Storm The Mile…

59. London City Airport launches City Icon…

60. Primesight Expands into the UK Airport Market

61. Exterion Media Launches iBeacons on London Buses…

62. Storm Continues Intensive Expansion with Four
New London sites…

63. JCDecaux’s Roundup of Ad Week…

64. Primesight Unveils its Largest Ever Digital
Roadside Screens…

65. Amscreen Lining Up New Range of Larger OOH
Screens…

66. JCDecaux Launch SmartCONTENT…

67. City Outdoor Launch London Shoreditch…

68. John Lewis launches Outdoor Plus’ No 1 New
Oxford Street Banner…

69. JCDecaux Oxford Street is Live!

70. JCDecaux New Hires for Sales and Partnerships
Director and Commercial Director…

71. JCDecaux Airport Launch ‘TECH IN TRANSIT’

72. Clear Channel UK and Amscreen Expand their
Partnership…

73. Stuff we like

74. JetBlue Passengers Awarded Discounts in
‘FlyBabies’ Stunt…

75. Amnesty International Turkey “#GayTurtle”…

76. Netflix’s Outdoor Ads Let Snapchat Users Swap
Faces With Favorite Characters…

77. GNV Turns Iconic Summer Toys into
Advertisements for Dogs to Discover…

78. The World’s First Streets Named After Street Kids
for Door Step School…

79. Distracted Driving Awareness Month: The Last
Emoji…

80. Diabetes UK Hosts Pop up Shoe Shop to
Highlight Disease-Related Amputations…

81. See the Power of Blood Donation With Ocean
Outdoor…

82. ‘Text and Drive’ Billboard for Funeral Home

83. NIVEA Sunslide Educates on the Importance of
Sunblock…

84. Johnny Depp Surprises Fans as he Dresses up as The
Mad Hatter for Interactive Disneyland Billboard…

85. Giant Hamster on London’s Clapham Common
Used in Kwik Fit PR Stunt…

86. Find Out More

87. Find out more...