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The Real World October 2015
The document provides insights into the out-of-home (OOH) advertising landscape, focusing on consumer behavior, digital advancements, and market trends from 1999 to 2015. It highlights the growth of digital OOH revenue and the significant spending categories and advertisers, as well as the competitive landscape of major media companies like JCDecaux and Clear Channel. The report underscores the importance of data-driven targeting and the evolution of advertising through technology and consumer interactivity.
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The Real World October 2015
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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 %
- 6. Did you know… OCS 78%of females aged 15-24, notice advertising in shopping centres
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- 8. Did you know… TouchPoints 31%of females aged 15-24, walk to work (Monday- Friday)… Source: Touchpoints 2014
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- 15. Latest summary ofOOH Insight & Trends Posterscope Media Digest
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- 18. A pioneering newtravel survey
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- 20. Revolutionising the waywe plan OOH
- 21. We Live ina Convergent World
- 22. 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 42%of smart phone users find video content via social media 1.64 billion Smartphone unit sales in 2014 32%32% of UK consumers were now willing to shop on social media,
- 23. It’s a convergentWorld… Gateway to Mobile content Networked OOH: Real Time Experiential OOH Owned OOH Interactive interfaces Live video streaming
- 24. Index of tweetsvs. the norm in proximity to posters in Nottingham New Planning Data
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- 27. Improved targeting throughmobile data TRIPLED THE EFFECT of OOH media in terms of: • Ad Awareness • Purchase Consideration • Online Searches
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- 29. 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 2014 Internet Outdoor Cinema Radio TV Magazines Newspapers Media Year Annualtotalmediaspendin£m
- 30. £0.0 £50.0 £100.0 £150.0 £200.0 £250.0 £300.0 £350.0 Q1 Q2 Q3Q4 2012 2013 2014 2015 Media Revenue 2014 and Q1 2015 (est.) Source: OMC / ** 2015 data is Posterscope estimate Total 2014 - £1,019m (3.0% YOY) +6%** 6.4% 0.6% 6.1%£m
- 31. 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 27% of OOH spend Forecast
- 32. 0 10 20 30 40 50 60 70 80 90 2011 2012 20132014 Q1 Q2 Q3 Q4 UK Digital Outdoor Revenue by Quarter Source: OMC Total 2014 - £271.2m (27% YOY) £m
- 33. The top OOHspending categories: January –August 2015 Top 10 Categories Entertainment and leisure Cosmetics & Personal care Telecoms Motors Finance Travel & Transport Drink Media Govt, social, political £100.0m 18.6% £64.5m 10.9% £50.7m 21.0% £43.0m 6.2% £37.9m 0.1% £18.5m 0.5% £21.1m -8.1% £22.4m 14.7% £33.4m 3.4% £37.3m 27.1% Food Total market £498m (+11.1%)
- 34. The top OOHspending categories:August 2015 Top 10 Categories Entertainment and leisure Cosmetics & Personal care Telecoms Motors Finance Travel & Transport Drink Media £15.2m 45.0% £10.9m 74.2% £9.3m 145.1% £8.2m 125.1% £6.4m -11.3% £2.5m 52.1% £2.6m 14.3% £3.2m 52.5% £3.9m 5.8% £4.3m 30.9% Food Total market £76.3m (+55.6%) Govt, social, political
- 35. The top OOHspending advertisers: January –August 2015 Who’s Spending? £25.3m 31.1% £11.5m 36.2% £9.3m 17.1% £8.5m 36.9% £7.9m 71.9% £6.8m 81.6% £7.1m 134.5% £7.1m 59.2% £7.7m -24.2% £7.9m 69.8%
- 36. The top OOHspending advertisers:August 2015 Who’s Spending? £6.0m 51.9% £3.8m 31.0% £2.4m 33.1% £2.3m 0% £2.0m 0% £1.2m 0% £1.3m 0% £1.5m 2713% £1.4m 115.5% £1.5m 300.4% £1.4m 15.2%
- 37. Spend by OOHformat: January –August 2015 Spend Trends- Roadside £72.3m 77.5% Large Digital6s £163.9m -1.0% 48s £67.3m 15.2% 96s £21.8.m 6.4% Specials £8.8m 49.4%
- 38. Spend by OOHformat: January –August 2015 Spend Trends- Transport £61.7m 13.3% £33.7m 10.2% £30.8m 0.9% £29.8m -13.3%
- 39. 31% 23% 21% 8% 17% Consolidated Market Place OthersEst. Market share based on revenue
- 40. 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 million 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 environmentsin all the 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 our brand partners. . . 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), which in turn, is 89% owned by iHeart Media Inc. – the global media and entertainment company. The remaining 11% of is traded on the New York Stock Exchange (NYSE: CCO). Clear Channel Outdoor is one of the world’s largest outdoor advertising companies with more than 675,000 displays in over 40 countries across Asia, Australia, Europe, Latin America and North America. Reaching nearly 600 million people monthly, including consumers in 45 of the top 50 U.S. markets, Clear Channel Outdoor enables advertisers to engage with consumers through innovative advertising solutions. Clear Channel Outdoor has over 7,000 employees and a reported revenue of $3bn. Adshel, Adshel Live, Storm, Billboards, Malls, Supermarkets, Socialite Adshel Live national Roll-out The national roll-out of Adshel Live will see us launch a network of digital screens in premium locations across the 25 largest cities in the UK - giving brands the opportunity to engage with audiences using dynamic, interactive and real-time advertising creative. Storm expansion We are continuing to invest in Storm, our premium digital portfolio. With three new sites; Billingsgate, Shoreditch High Street and Lambeth Palace Road launched in London along with the roll-out of sites across the UK, the expansion of Storm demonstrates our dedication to our next generation digital portfolio.
- 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
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- 46. Posterscope and Blue449 partner #ProjectEveryone…
- 47. Posterscope announces newUK CEO…
- 48. Going underground –what can the Tube tell us about the future of advertising?
- 49. O2 launch ‘Makethem Giants’ dynamic campaign
- 50. Heineken launches RWCcampaign featuring TV clips
- 51. Nākd boosts awarenesswith a tasty experiential OOH event…
- 52. Strongbow Cloudy AppleCider engages using OOH and experiential…
- 53. Beyond Borders: Thefuture of OOH is mobile…
- 54. 10/1/2015 Coca-Cola’s DOOH campaigngenerates online buzz…
- 55. MasterCard launch RWCcampaign with “Priceless Surprises”…
- 56. The time andplace for a brainstorm by Michael Brown, MD psLIVE…
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- 59. Primesight leads apanel discussion on the subject of DOOH in Manchester…
- 60. Birmingham Airport makes£200,000 digital media investment…
- 61. Gatwick and AirportMedia announce new media partnership…
- 62. New Ubiquitous andProxama partnership sees Beacon-enabled Taxis across the UK…
- 63. Elliptical advertising displayscoming to Birmingham’s New Street Station…
- 64. 10/1/2015 Forrest announce theaddition of 3 new screens to its digital inventory…
- 65. 10/1/2015 Registration for OceanOutdoor’s Digital Creative Competition Award Ceremony now open…
- 66. Storm transforms iconicCromwell Road site into Storm Cromination London…
- 67. New-look New StreetUnveiled…
- 68. Contextually Relevant Ads19% More Effective, according to Adshel (Australia)…
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- 70. Skoda’s Icy YetiStunt…
- 71. OOH and Motionactivated technology raise awareness of Parkinson’s disease…
- 72. Czech Beer CompanyCreates Typewriter That Pours Beer As You Type…
- 73. Paddy Power setsup a ‘Bagpipe Friendly Zone’ in Gloucester…
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- 75. 10/1/2015 Interactive Coke aduses emojis to wink and smile when you do…
- 76. 10/1/2015 McDonald’s creates flyingcar in drive thru stunt…
- 77. 10/1/2015 Miele launch pop-uplaunderette for Jeans for Genes day
- 78. 10/1/2015 Lavazza to delivercoffee on Vespa scooters during Fashion Week…
- 79. 10/1/2015 Sing your heartout to win tickets to Rock in Rio 2015…
- 80. 10/1/2015 Exchange a photofor free food from Google…
- 81. 10/1/2015 Fantastic 4’s humantorch comes to life in this drone stunt…
- 82. Non-profit Feeding Americateams up with Snapchat to launch ‘Spoontember’…
- 83. 10/1/2015 Diet Coke retweetsits biggest fans in extravagant ways…
- 84. 10/1/2015 Interactive shop windowprovides multilingual support for shoppers…
- 85. 10/1/2015 Cadbury fuels Londoners’day with free chocolate…
- 86. 10/1/2015 Google has createda billboard that turns your words into poetry…
- 87. 10/1/2015 A ballerina hasbeen spotted pulling poses around London…
- 88. A used cardealer used DOOH to create something spectacular…
- 89. 10/1/2015 These Gatorade vendingmachines only take sweat…
- 90. Apple Music outdoorad campaign goes interactive with Shazam…
- 91. 10/1/2015 A vending machinebrings the smells of summer…
- 92. 10/1/2015 Humanoids took overairport charging stations giving travellers a jolt…
- 93. 10/1/2015 VW designed ababy stroller with automatic braking after a fans joke…
- 94. 10/1/2015 Could you climba slippery plane wing to complete this Mission Impossible obstacle course?…
- 95. 10/1/2015 Empire State Buildingbeautifully illuminated for endangered animals…
- 96. 10/1/2015 Google Paints StunningPortraits of Disability Rights Heroes on Washington, D.C. Steps…
- 97. 10/1/2015 Virgin Trains asksfamilies to find Wally…
- 98. 10/1/2015 Marmite appeals tolovers and haters with ‘pay- by-sentiment’ café…
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