the real world december 2015
TRANSCRIPT
18/12/2015
The Real World December 2015
The
Posters
Laptops
Tablets Duty Free /
Retail Media &
Assets
Owned OOH
(e.g. buildings
or jet bridges)
Networked
Video Screens Content
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
Understanding The Connected Consumer
OCS
Constantly
consumer-
centric
Constantly
consumer-
centric
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
%
TouchPoints
Did you know…
TouchPoints
44% of high street
visits are made at
the weekend
Source: Touchpoints 6
Did you know…
OCS
4 out of 10“Click &
collectors” have
responded to an OOH
advert in the last
week.
JCDecaux
Connected
Clear Channel Tribes
Clear Channel
Ngen
Exterion Insight Tools
Exterion Media
work.shop.play
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)
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 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 60% Of the UK own a
tablet
74% adult smartphone
owners say they use
their phone to get
directions or other
information based
on their current
location.
30% Decide whether to
visit a business, such
as a restaurant using
their phone.
It’s a convergent World…
Gateway to Mobile
content
Networked OOH:
Real Time
Experiential OOH
Owned OOH Interactive interfaces Live video streaming
Index of tweets vs. the
norm in proximity to
posters in Nottingham
Data-led planning
Data-led planning
Data-led planning
Improved targeting through mobile data
TRIPLED THE EFFECT of OOH media in terms of:
• Ad Awareness
• Purchase Consideration
• Online Searches
Data-led planning
The Out-of-Home Marketplace
1999-2014 Media Revenue
Media Revenue 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
An
nu
al
tota
l m
ed
ia s
pen
d in
£m
£0.0
£50.0
£100.0
£150.0
£200.0
£250.0
£300.0
£350.0
Q1 Q2 Q3 Q4
2012
2013
2014
2015
Media Revenue 2015 (Jan-Sep)
Source: OMC / ** 2015 Q1 data is Posterscope estimate
+6%**
-3.6%
5.2% £m
UK Digital OOH Revenue
0
50
100
150
200
250
300
350
400
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
The top OOH spending categories: January – September 2015
Top 10 Categories
Entertainment
and leisure
Cosmetics &
Personal care
Telecoms
Motors
Finance
Travel &
Transport
Drink
Media Govt, social,
political
£124.6m
14.66%
£84.2m
4.12%
£59.0m
2.18%
£56.9m
-6.19%
£53.3m
18.8%
£22.6m
-12.4%
£25.0
-20.1%
£28.1m
4.8%
£43.1m
1.9%
£47.3m
23.5%
Food
Total market £566m (+5.2%)
The top OOH spending categories: September 2015
Top 10 Categories
Entertainment
and leisure
Drink
Telecoms
Travel and
Transport
Food Finance
Business and
Industrial
Computers
£13.7m
44.26%
£9.3m
-11.34%
£4.5m
3.66%
£4.3m
0.57%
£1.9m
64.7%
£4.9m
-43.8%
£2.2m
-7.6%
£4.6m
-42.8%
£6.3
65.1%
£7.2
122.79%
Motors
Total market £68.0m (-24.0%)
Media
The top OOH spending advertisers: January – September 2015
Who’s Spending?
£32.5m
30.9%
£13.0m
23.8%
£12.8m
23.6%
£10.4m
62.6%
£10.3m
15.8%
£7.7m
47.1%
£8.7m
19.4%
£9.2m
20.6%
£9.9m
89.5%
£10.0m
-2.2%
The top OOH spending advertisers: October 2015
Who’s Spending?
£2.9m
38.1%
£1.5m
12,473.0%
£1.9m
149.3%
£1.4m
7.3%
£1.4m
1,748.4%
£1.2m
59.3%
£1.2m
0%
£1.5m
2713%
£1.4m
1.3%
£1.4m
70.3%
£1.3m
-37.0%
Spend by OOH format: January – September 2015
Spend Trends- Roadside
£83.7m
56.19%
Large Digital 6s
£185.2m
-6.31%
48s
£74.4m
8.5%
96s
£23.7.m
-1.1%
Specials
£9.9m
33.0%
Spend by OOH format: January – September 2015
Spend Trends- Transport
£71.5m
10.1%
£39.3m
6.1%
£35.3m
-1.0%
£34.6m
-15.3%
31%
23%
21%
8%
17%
Consolidated Market Place
Others Est. Market share based on revenue
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
Nationwide across environments in 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.
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/
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
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
Posterscope news, views and campaigns
www.pioneeringooh.com
Michael Brown, MD psLIVE, was voted 4th most
influential person in the events industry…
12/18/2015
12/18/2015
Could click and Collect Save the High Street?...
12/18/2015
The three ingredients of a winning agency…
Posterscope hosts a roundtable ‘The Growing
Importance of Location in Business and Marketing’…
12/18/2015
Posterscope Win ‘Best Digital Campaign’ at the
Drum’s Creative Out of Home Awards…
psLIVE host Urban Partnership Event…
PML Group Joins Posterscope Fold…
12/18/2015
Burberry to wrap up Piccadilly Circus with 3D
scarf campaign…
12/18/2015
Free Monday Travel for Apple Pay Users…
Microsoft Takeover Coffee Shops With a Media
First For The Launch Of Surface Pro 4…
BT Bring to Life the Power of 4G and Wifi with
Special Build…
Xbox “Rise of the Tomb Raider: survival
billboard”…
Currys PC World Streams Personalised
Christmas Hints Across the UK…
NARS and Steven Klein Collaborate with psLIVE
for Beauty Pop Up…
Pandora use OOH Domination to Support
Christmas Light Sponsorship…
Bethesda uses social behaviour to optimise
Fallout 4 game OOH campaign…
OOH Industry News
The Daily DOOH Gala Awards announce
winners…
Primesight Launches a Festive Competition…
JCDecaux’s “Take a View” Returns…
Judges Line up for Outdoor Planning Awards as
Entries Open…c
London Blackfriars Goes Digital with New
JCDecaux Launch
Forest Launch ‘The Magnificent Seven’…
JCDecaux Airport UK Launches Part 3 of the
Business Traveller Series…
JCDecaux Launch Rosslyn Park…
Outdoor Plus Appointed by BBC Worldwide to
Host Interactive Public Vote on Digital Screens…
Proxama Brings Beacon Technology to BlowUP
Media…
12/18/2015
JCDecaux Launch the Big Ticket…
Edinburgh One – Ocean’s First Digital Screen in
Scotland’s Capital City…
Clear Channel UK Upfronts 2015…
Ocean Turn the Nation Red, White and Blue for
Team GB During Rio 2016…
Outsmart and the IPAO announce the launch of
SPACE…
JCDecaux launch graphic arts story for digital
screens…
Airport Media Ltd takeover Gatwick Airport’s
Media Sales…
Stuff we like
Tourism Victoria Uses Melbourne as a Playing
Field; Live Streams Games…
JCDecaux’s Season’s Greetings Showcase…
Clarks Surprise Passengers With Christmas
Gifts…
If Carlsberg Did Christmas Trees…
Holiday Window Display Is Actually a Peek Into
Domestic Violence…
…
Derren Brown Behind Creepy Victorian ‘Living
Dolls’ Giving Commuters the Shivers…
LA Clippers Magical 3D Projection Mapping
Blows Our Minds…
Pop-Up Store Mannequins Have a Stark
Message…
A Stunning Art Installation Built With 6000 Bulbs
To Resemble A Life-Sized Cloud…
KitKat: The World’s First Massage Billboard…
12/18/2015
Kids Overjoyed as they Meet Santa – in a Kwik
Fit Waiting Room!
12/18/2015
Honey Nut Cheerios Living Billboard Filled With
Bees…
Virgin America’s Bus-Shelter Ad: ‘Test Drive’
Before Buying a Ticket…
Regent Street Unveils Immersive Light Installation
with Jo Malone…
Beatbox Tube Flashmob Performs ‘Coughing
Chorus’ for Lung Cancer Awareness Month…
Coca-Cola create shooting stars in new ‘Wish in a
Bottle’ campaign…
Netflix Transforms A Building Facade Into Prison
Promoting Orange Is The New Black…
Pepsi Max Creates an Amazing Drone Friend
Finder…
Starbucks Build a Light Up, Gingerbread
Smelling, Tree of Cups…
IKEA’s Playful Interactive Billboard Brings Joy To
Subway Commuters…
This ‘Candy Kittens’ Vending Machine Dispensed
Tricks, Not Treats…
Colourful Murals Appear On Roads Only When
It’s Raining…
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