the real world september 2013

11/04/2023

The Real WorldSeptember 2013

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 arePosters

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: Department for Transport

Roadside vehicular traffic figures are the highest in August

August July

June

Did you know…On The Move Since

privatisation (1994/95), the

number of journeys made by

National Rail has doubled

from 0.7 billion to 1.5

billion

Source: Department for Transport

Understanding The Connected Consumer

OCSNEWS

Constantly consumer-

centric

Constantly consumer-

centric

OCS in Numbers

6,836Total sample in UK

5th

Version

100,000Global respondents

30Countries OCS is run in

2.5Number of hours saved by

the OCS macro per run

39Number of OOH formats

analysed within OCS

%

Did you know…OCS

16% The percentage of smartphone users

that have interacted with a poster/screen

using mobile

TouchPoints

Did you know…TouchPoints

88% of UK adults

travel in a car each

week

Posterscope and JCDecauxVirtuoCity

JCDecauxConnected Commuter/ Youth

Clear ChannelNgen

CBS Outdoor UKwork.shop.play

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 2

012

Jun'2

0 2

012

Jun'2

1 2

012

Jun'2

2 2

012

Jun'2

3 2

012

Jun'2

4 2

012

Jun'2

5 2

012

Jun'2

6 2

012

Jun'2

7 2

012

Jun'2

8 2

012

Jun'2

9 2

012

Jun'3

0 2

012

Jul'0

1 2

012

Jul'0

2 2

012

Jul'0

3 2

012

Jul'0

4 2

012

Jul'0

5 2

012

Jul'0

6 2

012

Jul'0

7 2

012

Jul'0

8 2

012

Jul'0

9 2

012

Jul'1

0 2

012

Jul'1

1 2

012

Jul'1

2 2

012

Jul'1

3 2

012

Jul'1

4 2

012

Jul'1

5 2

012

Jul'1

6 2

012

Jul'1

7 2

012

Jul'1

8 2

012

Jul'1

9 2

012

Jul'2

0 2

012

Jul'2

1 2

012

Jul'2

2 2

012

Jul'2

3 2

012

Jul'2

4 2

012

Jul'2

5 2

012

0

50

100

150

200

250

300

350

400

Chart TitleOOH

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

Influencing Digital Behaviour: Driving Search: Social Media

Men

tio

ns

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 When navigating, mobile Ad is served within a 200m proximity to the geo – fenced poster site

Integrated Mobile & OOH Planning

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

An

nu

al t

ota

l med

ia s

pen

d in

£m

Out-of-Home Showing Growth

Q1 Q2 Q3 Q40

50

100

150

200

250

300

2011

2012

2013

Quarter

£m

+0.1%

+5.9%

OOH Revenue

Total 2012 - £970.1m (9.5% YoY)

Revenue for 2014

estimated at +3%

Source: OMC

Digital as a Percentage of All OOH

Q1 Q2 Q3 Q40.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

2012

2013

Quarter

Per

cen

tag

e

Source: Nielsen AdDynamix

The top OOH spending categories: Jan-Jul 2013Top 10 Categories

Entertainment and leisure

Media

Telecoms Finance Drink Motors

Travel and transport

Food Computers Cosmetics and personal care

£80.6m-4.0%

£68.2m-5.0%

£40.7m42.6%

£40.0m-11.3%

£32.4m36.4%

£14.0m23.1%

£15.2m-1.1%

£17.3m56.1%

£21.9m-34.0%

£26.3m-9.2%

The top OOH spending advertisers: Jan-Jul 2013Who’s Spending?

£24.0m-2.4%

£12.2m54.2%

£8.8m84.0%

£8.5m29.3%

£8.3m15.8%

£6.6m112.8%

£6.7m214.3%

£7.2m1.7%

£7.8m4.3%

£8.0m-16.4%

Spend by OOH format: Jan-July 2013Spend Trends- Roadside

£7m

-36.2%

Misc.

£39m

51.7%

Digital6s

£127m

-0.1%

48s

£56m

-16.0%

96s

£47m

-10.3%

Specials

£11m

-5.1%

Spend by OOH format: Jan-July 2013Spend Trends- Transport

£48m-10%

£31m-18%

£29m34%

£15m-8%

Consolidated Market Place

Others

31%

23%

21%

8%

17%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 €2,623m in revenue in 2012, JCDecaux now operates in 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:

Project X- Project X will bring a different approach to Out-of-Home with flexible campaigns that meet the changing needs of advertisers

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 2012 posted revenues of $6.2bn 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.

About CBS Outdoor Key Areas For Investment

Key Formats

Geography

Proprietary Research

+

cbsoutdoor.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 £60m 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

About Ocean Outdoor Key Areas For Investment

Key Formats

Geography

Proprietary Research

+

oceanoutdoor.com

OOH Industry News

CBS Outdoor showcases NFC’s marketing potential

Ocean wins a place as one of the UK’s fastest growing tech firms

Ocean launches national full-motion network called The Grid

Metro and Clear Channel in bus stop tie-up

Ocean launches full-motion, city-centre screen in Liverpool

JCDecaux launches Twitter book club on digital screens

‘Look for Longer’ set to make return

Out-of-Home industry conference18th September 2013

15,333

633

380,158

89%

33.5%

8th August

Total Mentions

News Stories

Total Impressions From PR Exposure

Positive Mentions

Mentions From USA

The Peak of Conversations

Art Everywhere by numbers

59% Of Blogs by Women

Find Out More

Get in touch with us...

Hyperspace portfolio