The document discusses the evolution and current state of out-of-home (OOH) advertising, highlighting the integration of digital technology and data-driven planning to enhance audience engagement. Key statistics indicate consumer interaction with OOH formats, including impulse purchases triggered by advertisements during commutes, and it analyzes spending trends across various sectors. Major companies in the OOH industry, such as JCDecaux, Clear Channel, Exterion Media, and Ocean Outdoor, are detailed with their strategies and investments in digital and experiential advertising.

1. 10/03/2016
The Real World
March 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 adult
spends 10 hours a
week travelling
Source: Touchpoints 6

8. Did you know…
OCS
14% of people make
impulse purchases of
fast food, snacks and
confectionary
triggered by seeing a
poster on the way to a
store.

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

22. Driven by technology and consumer
expectation…
1.1bn
Connected Things will
be used by smart
cities in 2015
370
contactless
transactions are
made every
minute in the UK
By 2018,
consumers
worldwide will spend
more than $400
billion in purchases
using their mobile
devices
70% of
respondents
between the
ages of 18-34
have used a
form of mobile
payment
Worldwide
shipments of smart
watches are
expected to grow
from 11 million
units shipped in
2015 to nearly 26
million units in
2019.

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 2015 (Jan-Dec)
Source: Outsmart / ** 2015 Q1 data is Posterscope estimate
+6%**
-3.6%
5.2%£m
£0.0
£50.0
£100.0
£150.0
£200.0
£250.0
£300.0
£350.0
2012
2013
2014
2015
5.3%

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. The top OOH spending categories: January 2016
Top 10 Categories
Entertainment
and leisure
Gov, Social,
Political
organisations
ComputersMedia
Telecoms
DrinkFinance
Motors
£8.7m
-4.6%
£7.1m
52.1%
£4.3m
77.5%
£3.1m
-46.6%
£2.4m
245.8%
£5.3m
44.0%
£2.8m
136.63%
£5.0m
22.6%
£5.6
131.3%
£7.0
-22.6%
Food
Total market £63.9m (-11.6%)
Travel and
Transport

33. The top OOH spending advertisers: January 2016
Who’s Spending?
£2.5m
2.3%
£1.6m
165.9%
£1.4m
0%
£1.2m
3.3%
£1.1m
26.6%
£0.9m
0%
£1.0m
98.6%
£1.5m
2713%
£1.1m
85.6%
£1.1m
-3.2%
£1.1m
26.6%

34. Spend by OOH format: January 2016
Spend Trends- Roadside
£8.3m
47.1%
Large Digital6s
£17.1m
-13.4%
48s
£7.5m
12.3%
96s
£2.3m
-16.23%
Specials
£0.8m
7%

35. Spend by OOH format: January 2016
Spend Trends- Transport
£7.1m
13.6%
£3.8m
-3.4%
£3.2m
4.6%
£5.3m
136.3%

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

37. 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

38. 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.

39. 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/

40. 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

41. 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

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

43. CK2 giant posters dominate the High Street…

44. OOH Countdown For All New X Files…

45. Emirates Customise the Colossus…

46. BBC Three is ‘Too Big For TV’…

47. Ciroc Vodka Celebrate the Return of Zoolander in
New Campaign…

48. adidas Search for the Boss in New Campaign…

49. OOH Industry News

50. Digital Drives Out of Home Renaissance…

51. Clear Channel Drops Out of Tube Contest…

52. Primesight Selects BroadSign for Delivery of
Dynamic Content and Accountability…

53. JCDecaux Awarded Bus Shelter Contract for the
Royal Borough of Kensington and Chelsea…

54. London City Airport Launch City Traveller
Network…

55. Five Trends for OOH In 2016 According to Naren
Patel, CEO, Primesight…

56. Exterion Media Offers Brands Deep Insight on
Underground Users…

57. Ocean and British Fashion Council Turn London
Fashion Week into National Celebration…

58. Outdoor Plus Secures ‘The One’ In a Landmark
Development For the DOOH Sector…

59. Child Rescue Alert Uses Programmatic DOOH
Ads to Help Find Missing Kids…

60. 3/10/2016
OUTFRONT Media CEO Jeremy Male Rejoins
FEPE International Board…

61. Clear Channel Wins Asda Advertising Contract…

62. New Premium Roadside DOOH in Birmingham
for Signature Outdoor…

63. Exterion Media to launch Media for Equity…

64. Primesight’s ‘Hyperlocal’ Digital Targeting Deal…

65. Stuff we like

66. Fifth Lion Unveiled in Trafalgar Square Highlights
That ‘Time is Running Out’ For African Lions…

67. Condom Machine Installed With Breathalyzer To
Prevent Drunken Mistakes…

68. Carlsberg Unveil What Is ‘Probably The Best
Shopping Trolley In The World…

69. Amsterdam Airport Baggage Car Gets Lost in
Antwerp…

70. Oreo Wonder Vault Delighting Passersby in New
York City…

71. Outdoor detects flu systems with live Thermo-
scanner…

72. Purdy…Paint Any Surface With Ease…

73. Mood Stockholm Sets Up the Unswipeable Dating
Ads…

74. Rent a Livable Model of Van Gogh’s ‘Bedroom’ on
Airbnb…

75. A Bank Set Up This 10-Foot-Tall ATM to Celebrate
the Arrival of NBA All-Stars…

76. 3/10/2016
DIY Brand Creates Peruvian Billboard Stop For
Tired Drivers…

77. 3/10/2016
An Elvis Impersonator on a Digital Billboard Takes
‘Shotgun’ Weddings to New Heights…

78. Skol Beats makes Masquerade Ball technological
for Carnaval in Brasil…

79. McDonald’s Billboard Near Whistler Gives Snow
Reports via Espresso Drink Toppings

80. Lush launches Sun Cinema pop-up experience

81. Mineral Water Company Donat Mg Creates The
World’s First Portable Royal Toilet…

82. Delicates and Regulars Battle It Out In LG’s
Outdoor Advertising Campaign…

83. Find Out More

84. Find out more...