the real world february 2015
TRANSCRIPT
26/02/2015
The Real WorldFebruary update 2015
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)
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)
re-definingOut-of-Home as an ecosystem
People & Places
Did you know…
Seasonal Stats
Source: eHarmony
Did you know…
On The Move
Source: TFL
Everyday
approximately
24million
journeys are
made across
the London’s
transport
system
Understanding The Connected Consumer
OCS
Constantly
consumer-
centric
Constantly
consumer-
centric
OCS in Numbers
6,765Total sample in UK
7th
Version
Release Date Feb 2015
100,000+Global respondents
30Countries OCS is run in
250Brands now included on the
survey
41Number of OOH formats
analysed within OCS
%
Did you know…
OCS
According to the
new OCS data,
illumination
effects on
posters are the
most noticeable
type of
customisations
TouchPoints
Did you know…
TouchPoints
63% of
Londoners
recall seeing
an OOH advert
in the past day
JCDecaux
Connected
Clear Channel
Ngen
Exterion Media
work.shop.play
Latest summary of OOH Insight & Trends
Posterscope Media Digest
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…
50%of mobile users are likely
to visit after conducting a
local search
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
370contactless
transactions are
made every minute in
the UK
890mDaily active users of
Facebook on average
And consumer expectation
4.9bConnected "Things" Will
Be in Use in 2015
1.5mThe number of contactless
bus fare payments made in
London since December
The percentage of
UK smartphone
penetration in 2014
68%300mPhotos uploaded to
Facebook every day
Gateway to Mobile Content: NFC
Networked OOH: Real-Time
Owned OOH
Experiential
Influencing Digital Behaviour:
Driving Search
Social Media
Influencing Digital Behaviour: Driving
SearchMentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR
"poster" OR "billboard" OR "OOH" OR "outdoor"
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
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 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
Media Revenue 2014
Source: OMC
Total 2013 - £1,019m (3.0% YOY)
-2.2%
6.4%
0.6%6.1%£m
UK Digital OOH Revenue
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
0
10
20
30
40
50
60
70
80
90
2011 2012 2013 2014
Q1
Q2
Q3
Q4
UK Digital Outdoor Revenue by Quarter
Source: OMC
Total 2014 - £271.2m (27% YOY)
£m
The top OOH spending categories: January-December 2014
Top 10 Categories
Entertainment
and leisure
Media
Telecoms FoodFinance Drink
Travel &
Transport
Motors Cosmetics &
Personal Care
Retail
£145.7m
-12.1%
£102.6m
-19.5%
£75.5m
-5.2%
£70m
0.18%
£55m
6.75%
£33.6m
13.31%
£33.7m
12.07%
£34.2m
15.89%
£44.6m
-14.75%
£51m
-22.69%
The top OOH spending advertisers: January-December 2014
Who’s Spending?
£28.8m
-23.91%
£18.8m
85.44%
£12.5m
-1.6%
£12.2m
-6.99%
£12m
-20.18%
£9.3m
-9.99%
£10.2m
0.74%
£10.3m
42.73%
£11m
-22.61%
£11.2m
1.23%
The top OOH spending advertisers: January 2015
Who’s Spending?
£3.0m
0.00%
£2.4m
8.72%
£1.5m
30.28%
£1.4m
-2.8%
£1.3m
-2.5%
£8m
0.00%
£9.37m
40.40%
£1m
0.00%
£1.2m
-7.6%
£1.2m
-91.6%
Spend by OOH format: January - December 2014
Spend Trends- Roadside
£85m
78.0%
Digital6s
£290m
4.6%
48s
£92m
-15.2%
96s
£31m
-64.0%
Specials
£12m
-49.4%
Spend by OOH format: January 2015
Spend Trends- Roadside
£6.4m
286.0%
Digital6s
£15.7m
-10.28%
48s
£7.02m
18.6%
96s
£2.43m
-25.0%
Specials
£0.6m
-3.11%
Spend by OOH format: January – December 2014
Spend Trends- Transport
£89.4m
3.2%
£54.5m
-9.3%
£49.3m
-3.3%
£54.6m
34.9%
Spend by OOH format: January 2015
Spend Trends- Transport
£6.5m
9.44%
£4.3m
31.5%
£3.0m
4.8%
£3.2m
-29.7%
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
Underground
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham 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 Grid
Ocean Labs
Regional 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
Posterscope Views and Eventsall articles are located at
www.pioneeringooh.com
The future’s bright….
Beacon technology and airport media
2/26/2015
The Pioneers – an audience with Sir John
Hegarty
Posterscope release real-time white paper
CLICK HERE TO ACCESS
OOH Industry News
Strong Q4 drives OOH 2014 revenue of £1bn
Outdoor Media Centre appoints Alan
Brydon as chief executive
2/26/2015
City of Edinburgh launches
2/26/2015
Amscreen and Clear Channel UK pen
digital screen deal
Exterion restructure and create EM Solutions
Ocean Launch The Northern Light
A new banner opportunity from Outdoor Plus
New Poster Art on London Transport
2/26/2015
City Outdoor presents Leeds Central
Ocean Outdoor launch the Manchester
Media Wall
2/26/2015
OMC appoints Mark Craze as chairman
2/26/2015
JCDeaux steps down from the OMC
2/26/2015
Clear Channel appoint Sarah Speak as
CMO
2/26/2015
Clear Channel awarded Glasgow Street
Furniture
2/26/2015
JCD launch Southbank EC1
2/26/2015
Outdoor Plus launch new banner site
Stuff we like
Ikea The Joy of Storage
British Gas Hive launches real-time
campaign in Manchester
Awesome Lego projection
Corsa uses real-time temperature data
Net-A-Porter promotes its winter wear
2/26/2015
Unsuspecting Public given Disney
Surprise
2/26/2015
This pizza brand OOH is hard to see!
2/26/2015
Reebok gives people a lift (literally)
2/26/2015
Twitter and TOPSHOP showcase
emerging fashion trends
A Pop-Up Cuddle Café Is Coming To
London
N.Y. Subway Riders Play Virtual
Basketball With Carmelo Anthony
300 Android Devices Form A Choir
Drones Deliver Roses
Capital Launches Live London OOH
Music Feed
Public Invited To Experience Isolation Of
Cancer Sufferers In Macmillan Campaign
Do Something Good Before You
Become A Zombie
2/26/2015
Free Killer Tan
Clever Billboard Features McDonald’s Egg
McMuffin Rising Along With The Sun
Welcome To Mustang “Speed
Dating”
Find Out More
