real world july 2014

03/05/2023

The Real WorldJuly 2014

Re-defining Out-of-Home

We Live in a Changing WorldFormats 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

We are Posters

Laptops

TabletsDuty Free /

Retail Media & Assets

Owned OOH (e.g. buildings or jet bridges)

NetworkedVideo ScreensContent

PhysicalExperiences(sampling)

ExperientialStands / Zones

Platforms

Apps &Games

Commerce& Coupons

Mobile etc

Data

Technology

Ads

People & Places

Services / Utilities (e.g. wifi)

re-definingOut-of-Home as an ecosystem

People & Places

Did you know…Seasonal Stats

Source: The Telegraph and OCS, 2014

Six million people turned out to

give the Tour de France the

most spectacular start in its 111-

year history. 15.4% of all OCS

respondents have reported that

they  participate in, follow or are

passionate about Cycling.

July June

May

Did you know…On The Move People remain

Source: DfT British social attitudes survey, 2013

reluctant to reduce the amount they travel by plane (only 19% agreed with the statement “I am willing to

reduce the amount I travel by plane”)

Understanding The Connected Consumer

OCSNEWS

Constantly consumer-

centric

Constantly consumer-

centric

OCS in Numbers

6,827Total sample in UK

6thVersion

100,000+Global respondents

30Countries OCS is run in

2.5Number of hours saved by

the OCS macro per run

41Number of OOH formats

analysed within OCS

%

Did you know…OCS

43.8% The percentage of those aged 50+ that they would rather go to a high street shop than order goods online (13% more likely than the UK average)

TouchPoints

Did you know…TouchPoints

On an average Tuesday OOH reaches half of 16-34 adults by

9am

JCDecauxConnected Commuter/ Youth

Clear ChannelNgen

Exterion Mediawork.shop.play

JCDecauxBusiness Traveller 2

Data Driven Targeting

A pioneering new travel survey

Measuring audiences whilst OOH

Revolutionising the way we plan OOH

We Live in a Convergent World

Driven by technology…

30%The percentage 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

125The number of NFC transactions in the UK every minute

24mThe number of people in the UK who access Facebook on a daily basis – 20m do so via mobile

And consumer expectation

313,141The number of Facebook Places check-ins at the O2 Arena-the UK’s number one place to check-in

81%The percentage of smartphone users who access the Internet on their mobile devices

1.5mThe number of contactless bus fare payments made in London since December

The percentage of UK smartphone penetration

62%

Gateway to Mobile Content: NFC

Networked OOH: Real-Time

Networked OOH: Public Utility

Owned OOH

Owned OOH

Experiential

Experiential

Influencing Digital Behaviour: Driving Search

Social Media

Influencing Digital Behaviour: Driving Search

Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR "poster" OR "billboard" OR "OOH" OR "outdoor"

Jun'1

9 20

12

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Chart TitleOOH

Popularity – Total Mentions on Twitter – 3,069 over period

Influencing Digital Behaviour: Driving Search: Social Media

Men

tions

Date

Online Controlling The Physical World

Live Video

Engaging Interfaces

Engaging Interfaces

Index of tweets vs. the norm in proximity to

posters in Nottingham

New Planning Data

New Planning Data

270yd

New Planning Data

The Out-of-Home Marketplace

1999-2014 Media RevenueMedia Revenue Growth

Source: Aegis Media & WARC

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f)0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Internet

Outdoor

Cinema

Radio

TV

Magazines

Newspapers

Media

Year

Ann

ual t

otal

med

ia s

pend

in £

m

Media Revenue Q1 2014

OOH Revenue

Total 2013 - £989.6m (2.0% YOY)Source: OMC

Revenue for 2014

estimated at +3%

Q1 Q2 Q3 Q40

50

100

150

200

250

300

201220132014

Quarter

£m

-2.2%

The top OOH spending categories: May 2014Top 10 Categories

Entertainment and leisure

Media

Telecoms Food Finance Drink

Travel and Transport

Motors Government, social & political

organisations

Retail

£52.1m-12.6%

£37.2m-16.6%

£26.7m44.5%

£26.5m-3.8%

£24.9m-5.1%

£10.7m-16.3%

£10.7m-15.2%

£13.5m63.4%

£18.4m-32.7%

£22.2m12.4%

Note: Data up to 31st May 2014

The top OOH spending advertisers: May 2014Who’s Spending?

£10.2m-9.4%

£7.6m122.5%

£6.0m49.1%

£5.8m241.7%

£5.3m-0.7%

£4.5m16.4%

£4.6m1031.2%

£5.0m4.9%

£5.1m-22.8%

£5.3m94.4%

Note: Data up to 31st May 2014

Spend by OOH format: May 2014Spend Trends- Roadside

£3.3m-36.4%

Misc.

£21.0m28.3%

Digital6s

£106.7m8.4%

48s

£37.7m-15.0%

96s

£13.2m-61.9%

Specials

£3.3m-65.8%

Note: Data up to 31st May 2014

Spend by OOH format: May 2014Spend Trends- Transport

£35.8m2.4%

£19.0m-13.3%

£17.2m-8.2%

£24.5m50.6%

Note: Data up to 31st May 2014

31%

23%21%

8%

17%

Consolidated Market Place

Others Est. Market share based on revenue

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

Roadside, supermarkets, shopping malls, 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

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 UndergroundIlluminated New Bus For LondonPerformance 48 sheets National Rail Expansion of retail offeringBirmingham 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/

Roadside, cinema, Glasgow subway

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

Large-format digital, iconic landmark 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 GridOcean LabsRegional 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

OOH Industry News

PSI Opens APAC Headquarters in Singapore

Posterscope Hires Starcom’s Huber for Comms

The Art of Outdoor Digital Competition 2014 Opens for Entries

LoveContent 2014 – Digital OOH Creative Awards Announced

Andrew Morley Becomes CEO of Clear Channel UK

JCDecaux Airport Hire Rob Elms

More Digital Ads Coming to the Top of London Black Cabs

TfL and Amazon to Install Lockers at Underground Stations

King’s Cross Named Best Station

Forrest Media Branches Out In Newcastle

Questions for the Creatives at Cannes Lions 2014

AXA Uses EE Mobile Data to Microtarget Outdoor Ads

Fabulous GAYTMs Win Grand Prix in the Outdoor Lions

Exterion Media CEO Calls on the OOH Industry to Change

Clear Channel Outdoor Creates Interactive Football Game at Cannes

Location Tech and Mobile Map Out Way to Better Business

WaterAid Launches To be a Girl Appeal with Exterion Media

Art Everywhere at Cannes

Outdoor Plus Screens to Show Geoff Shreeves World Cup Tweets

New Eye-Tracking Tech Aims to Tackle Accountability in OOH

Top London Shopping Street Installs Beacons in 100 stores

Tfl and ESPN FC to Display World Cup Updates on London Underground

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