out of home market review - pml...
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out of home Market ReviewQ1 2014
SuperValu activity in Q1 helped boost ooh
Q1 2014 performed strongly on out of home, with all seven cycles in the quarter growing when compared to their 2013 equivalent. All in all, we estimate the market grew by 20% compared to Q1, 2013. Although the percentage increase on 2013 does look large, it should be remembered that Q1 2013 was the quietest quarter last year, so we would not expect that kind of growth level to remain throughout the year.
The first three months of this year have seen some major changes in the market. Exterion Media took over the contract to sell advertising space on the CIÉ plant. Clear Channel attached over 2,000 NFC tags to existing bus shelters, thereby further strengthening the link between ooh and online and the potential to fuse the two.
Billboards continue to perform well as do Adshel 6 Sheets and bus Forward Stems. Advertising for banks, and particularly for mortgages, ensured Finance was the top spending category in Q1 2014, while Mondeléz was the top advertiser in the same period. More detailed information can be found later in this report.
In a media first in Q1, Cadbury Crème Egg took over every dPod in the country for a cycle. Other major campaigns in Q1 which drew great interest included SuperValu’s rebranding of Superquinn, Diageo’s use of innovative specials for their Carlsberg ‘Join the Greats’ campaign and Investec’s fully wrapped Luas.
Overall, it has been a highly encouraging start to 2014 and with the World Cup, summer blockbuster movies and holiday season around the corner, we are optimistic of continued improvement in Q2.
Strong start to 2014 sees growth in ooh
Market Share by Format Q1 2014
Digital ooh formats account for 7.8% of total display value on ooh
Advertisers
Mondeléz increased ooh investment in Q1 by over 50%
Mondeléz had the highest share of voice of any advertiser in Q1. Campaigns for Cadbury Crème Egg, Dairy Milk and Cadbury Sandwich were the main reasons the confectionery advertiser hit the top spot for cycles 1-7.
Mondeléz were significantly ahead of the second placed group, Sky. They continued their battle with UPC, who also featured high on the list, across a range of ooh formats. This placed them ahead of AIB Group in third place. AIB Group’s figure includes both AIB and EBS activity. Bank of Ireland also featured in the top 10.
Musgrave Group featured prominently, mainly due to major ooh support for its SuperValu chain.
Diageo were the only alcohol advertiser among the top 10 while other prominent advertisers in the period included McDonald’s and Telefónica.
Mondeléz most active in Q1
7
SoV2.27%
8
SoV2.25%
9
SoV1.98%
10
SoV1.95%
SoV5.50%
1 2
SoV3.17%
3
SoV2.82%
4
SoV2.46%
5
SoV2.42%
6
SoV2.30%
Top 10 Advertisers – % Display Value by Cycle
Top 10 Advertisers – Display Value by Format
Top 10 Advertisers 2013
Top 10 Advertisers – % Display Value by Format
Just over 50% of McDonald’s display value in Q1 was on 6 Sheets 6 Sheet Large Transport Ambient Digital Other
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100%
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Cycle 1
Cycle 2
Cycle 3
Cycle 4
Cycle 5
Cycle 6
Cycle 7
Categories
Display value for banks on ooh in Q1 soared by 200% compared to Q1 2013
Wise investment as banks spend big on ooh
As previously noted in this report, the banking sector’s significant increase in spend this year has meant Finance is now the top spending category on out of home. Spending by insurance companies account for 43% of the sector, while banks make up the remaining 57%. The category as a whole took a very multi-format approach to their out of home in this period with around 2/3 spent on 6 sheets and large formats and the final 1/3 split between transport, ambient and digital. This is a sign of the competitive nature of the sector and the advertisers using all options to communicate with customers on out of home.
Another category which has almost doubled its spend in 2014 so far is Media. Campaigns that fall into this category include UPC Horizon, Sky TV, eircom eVision, 98FM and TV3. With out of home being such a strong visual medium, it works very well in showcasing TV shows, famous faces and price offers.
Other sectors on the up include Retail (SuperValu, Littlewoods), Tourism & Travel (Aer Lingus, Low Cost Holidays, Ryanair) and Confectionery.
Among the categories that have recorded a year on year decrease for Q1 are Telecoms, Films and Soft Drinks. However, the biggest decrease is in the Food category, which is down by over 20%. Kellogg’s and Unilever are examples of advertisers that have reduced spend compared to last year.
7
SoV5.96%
8
SoV5.33%
9
SoV3.83%
10
SoV3.51%
SoV11.19%
1 2
SoV10.56%
3
SoV9.56%
4
SoV7.61%
5
SoV7.38%
6
SoV6.00%
Top 10 Categories 2013
Top 10 Categories – % Display Value by Cycle
Top 10 Categories – % Display Value by Format
Text Placeholder
6 Sheet Large Transport Ambient Digital Other
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Cycle 1
Cycle 2
Cycle 3
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Cycle 5
Cycle 6
Cycle 7
Established thirty two years ago, PML Group is the largest and longest established independent out of home communications specialist in Ireland. PML Group is engaged in all aspects of the planning and buying of out of home media on behalf of Ireland’s leading media agencies, media independents, advertising agencies and advertisers.
The group consists of Poster Management, Source out of home, AmbientPlus, Poster Audit Bureau, Digital out of home centre and Design+ all specialising in the various aspects of ooh advertising.
Posterwatch is PML Group’s market intelligence service, providing the most comprehensive information on the out of home market in Ireland. It measures the formats, weights, value and timing of every out of home campaign in Ireland, both North and South, every cycle.
Our Posterwatch information stretches back over 20 years and information on a cycle is available in the week following the end of the cycle. All out of home advertising is covered by Posterwatch, from billboards and bus shelters, to buses, ambient media and digital ooh formats.
This makes Posterwatch the quickest as well as the most complete source of ooh advertising data in the country.
For further details on this report or Posterwatch in general please contact:
James Byrne [email protected], Colum Harmon [email protected]
About PML Group
Contact Details
About Posterwatch
A Selection of campaigns from Q1
Studio Canal Format: Metropanel Media Agency: Media Bureau ooh Specialist: PML
Advertiser: Kerry Foods // Format: Tesco Storepoints Creative: DDFH&B // Media Agency: Vizeum
ooh Specialist: Source out of home
FBD Insurance Format: Retail Adtower
Media Agency: Carat Creative Agency: Publicis
ooh Specialist: PML
Toyota // Format: 48 Sheet Creative: Javelin // Media Agency: Javelin
ooh Specialist: Source out of home
Tesco Mobile // Format: Superside Creative: Target McConnells // Media Agency: Initiative
ooh Specialist: PML
Advertiser: Independent News & Media Creative: Irish International Media Agency: Starcom ooh Specialist: Source out of home