the real world july 2013

The Real WorldJuly 2013 Update

11/04/2023

Introduction

Welcome to The Real World, Posterscope’s out-of-home media landscape document that captures the highlights of the year, focuses on current areas of interest, and talks about what’s coming up.

The presentation is updated every month although not all the content will change, for example, OOH revenue figures are released on a quarterly basis. The main areas updated monthly are ‘who’s buying’, ‘stuff we like’ and ‘what’s coming up’. The remainder of the document is updated as and when relevant.

What just happened

How’s out-of-home

Out-of-home Showing growth

OOH Revenue

Total 2012 - £970.1 m ( 9.5% YoY)

Q1 Q2 Q3 Q40

50

100

150

200

250

300

201120122013

Quarter

£m

+0.1%

+5.9%

Media Revenue Growth

40

60

80

100

120

140

160

1 2 3 4 5 6 7 8 9 10

TV

Newspapers

Magazines

Radio

Cinema

OOH

Indexed against 2002 Expenditure

Source: Aegis Media & WARC

Here to stay

36% increase in live concert goerssince 2004

+23%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)

Free time activities nowadays

Visit theatre/music concerts

04/11/2023

+17%

Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)

Days out/visits to places


Visits to theatres

04/11/2023

+19%

Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)

Eat out at restaurants

04/11/2023

+21%Source: DCMS, Taking Part Survey, 2013 (2012/13 v 2007/8)Visit museums/galleries

04/11/2023


Play sport/exercise


Go to a cinema

04/11/2023Source: National Travel Survey 2010 comparing Average distance travelled 1995/97 and 2010

Rail +58%Tube +23%London bus

+90%

More variety

<200 gyms in the UK in

late 80s. Today there

are over 6000.

2012 cinema

Admissions were over

173m

First UK Starbucks

launched in 1998

92% of the UK

population own/use a

mobile phone

c.36,847 new pubs & restaurants

have opened in UK since

1963

The future is bright

Revenue

Cost per thousand

2011

+1%2010

+12.5%

2011

0%2010

5%

Source: OMC/Posterscope estimates

2012

+9.5%

2012

0%

http://www.outdoormediacentre.org.uk/

UnderstandingThe Audience

0

2

4

6

8

10

12

14

Mon-Fri Sat-Sun

Deeper understanding%

of t

otal

uni

vers

e

Base: All Adults (49,264,000)Source: IPA Touch Points 4 (2012)

Daily internet activity

Deeper understandingNew insights/additions include.....

Shopping behavioursMobile internet use (notably iPads)

Mood state

Digital screens

Social networking TV viewing platforms

Deeper understanding

heavy mobile web users are 65% more likely to visit a price comparison site after seeing an OOH advertisement

of all adults have searched online after seeing an advertisement

Men regularly purchasing products with their smart phone indexes at...

65%

20%

201

OCS5 tells us which products are bought on impulse and what triggers these spontaneous purchases

Base: GB 15-75 years old who have ever bought ANY product category spontaneously = 41.9m (6,178 )Bought spontaneously = “Purchase product and brand completely on impulse” OR “Spontaneous decide to purchase product when out/shopping, but need to decide which brand & where” OR “Plan to purchase product, but not decided which brand before go out shopping”Source: OCS5 Brand Study

OOH Adverts seen previously

OOH Adverts on the way to shops

OOH Adverts outside the shop

Adverts inside the shop

The Journey To The Shop

In-store promotions

Multi discount deals/sales

Coupons/ vouchers

PROMOTIONS

All friend’s, partner’s, children’s

recommendations/pressure

WOM

Desire/Just want it

A Need e.g. Thirst

Been paid/ Money

to spend

Reward Yourself

Your mood

MOOD/MINDSET

Cinema / theatre ticket

Lottery/betting slips

Books/Mags/News

Confectionary/Snacks

Alcoholic Drinks

Toiletries/Cosmetics

Fashion/Clothes/Shoes

Personal Electronics

Entertainment items

Soft drinks

Fast Food

How happy?

04/11/2023

The real-time city is real

04/11/2023

Data Insight InnovationAudience Audience Audience Audience

Revolution not Evolution

Route in numbers

1,600 towns covering the whole country

24 conurbations

28,000 respondent sample

360,000 sites in the first release

3.5m pathways mapped

160 million records in the data set

Audience Over 250 questionsAll demographicsExposure to other mediaLeisure activitiesShopping habitsInternet and technologyEventsEtc, etc, etc

Geography 12 Barb areas24 conurbations1,600 townsBespoke post codesArea where the audience liveArea where you wish to advertise

Dynamic Frames Approach velocity and time in viewEye-tracking factor for dynamic imagesAccount for % of display timeImpacts vary by time of day – depending on real measured speedsImpacts vary by share of display time

Route – key components

Advertising RoadsideBusTube / rail stationsAirportsSupermarket car-packsRetail malls and Shopping precinctsDLR/metroWork with any format, combination or location

Day-parts Eight day-partsMorning peak, day time, afternoon, evening

Location and attributes Specify distance between adsSelect frames within a defined radiusSelect in proximity to points of interestShow selection on mapsSee on street viewFilter by required characteristics

Route – key components

Illumination Factors for all forms of illuminationRoadside and busAccounts for secondary light sourcesReflects time of year

Route – the benefits

Greater Accountability – Coverage & frequency on combined OOH campaigns

Constructed to be future proof for new environments

Is the catalyst for the industry to behave in a very different way

As a Route stakeholder it allows us to take the raw data and fuse it with our own data, learnings and assets.

For our opinion on Route go to www.pioneeringooh.com

http://www.slideshare.net/fullscreen/Posterscope/posterscope-route/1

Who’s selling

Consolidated market place

Others

Source : Posterscope Estimates

Increased investment in sites

+0%

Who’s buying

Top 10 categories

-5.19% 44.32%-7.48% -18.00%

-2.07%59.49% -32.07% 117.63%

2.06% 31.91%Top 10 advertiser categories, Jan- Jun 2013

Who’s spending?

£17.9m

£6.0m £5.9m

£7.0m £6.1m

£9.8m £7.2m

Top 10 advertisers, Jan-Jun 2013

£5.0m£5.4m

£7.1m

Increases for Large Digital

£109m

31.2% share

£26m

7.5% share£42m

12.0% share

Spend by format, Jan-Jun 2013Source: Nielsen

How’s digital

UK leads global digital market

Click icon to add picture

86 media owners

126 networks

49 environments (20% unique to digital)

+200,000 screens(excludes Piccadilly Circus & SkyPub/Setanta)

Delivers, on average, 342 Million net impacts per typical 2 week campaign

c. 8% share of digital screens Worldwide

spar storestaxis

tescohair salons

football stadiabus interiors

media agenciesstudent unions

rail stationsbus termini

golf coursesbus supersides

leisure complexeshospital ante-natal units

schoolsdentists

university libraries

co-op storesbars, pubs & clubspetrol station shopslondon undergroundcity centresdoctors surgeriesofficesuniversitiespharmacies theme parkswearable screenstrain interiorsdigital advans & trucksthomson travel agentspost officesairports

bp petrol stationsshopping malls

concerts & events

cinemasexhibition centres

gymssub-postmasters

Environments

Digital

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150

50

100

150

200

250

Source: OMC/Hyperspace estimates

3.8% of OOH spend

19% of OOH spend

Est. revenue by category

transport

roadside & city centre

retail

Leisure

health, beauty and fitness

education

other

75% revenue from transport, city centre and roadside formats

83%of all UK impacts

Changing landscape

Click icon to add pictureAuthor

44%of impacts are delivered outside of London

Dynamic use of digital

Great campaigns.....

Stuff we liked

04/11/2023

What are we thinking about

We live in a real world where...

New technologies are continually emerging

Competition is fierce, choice is infinite

Data is the new raw material

People are on the move and expect to

do anything, anywhere

Media is not only bought but earned

and owned

The pace of change is faster than ever

before

Businesses and markets converge or

fragment

OOH must be chameleon-like to

thrive in that environment…

We’re re-defining Out-of-Homeas a new ecosystem; inter-connected and inter-dependent

Google

Facebook

Amazon

Apple

Posters

Services

Mobile etc

Laptops

TabletsRetail media &

assets

Owned OOH (e.g.. delivery

vehicles, buildings)

NetworkedVideo Screens

Content

Technology

Ads

PhysicalExperiences

Public spaces

Platforms

Apps &Games

Data

Commerce& Coupons

People & Places

543 millionpeople globally access Facebook via mobileSource: Techcrunch, July 2012

81%of smartphone users access the Internet on their mobile devicesSource: Google Insight

48%of all Twitter users would tweet after seeing a funny posterSource: OCS5 (February 2013)

73%of British smartphone owners have used their phone when they are out shopping to check prices, look for offers or use appsSource: The Cloud

62% The UK smartphone penetrationSource: Business Insider, October 2012

OOH and the internet

CONNECTED

DEVICESCONNECTEDCONSUMER

MOBILITYWhat they do and how they

do it in different places

SOCIALHow they connect interact

and share

COMMERCEWhat they buy and how

they buy it

CONTENTThe content they consume and how they consume it

TVWebsiteCinemaGaming console

Poster

Interactive, connected,

digitally social

experience

Exhibition stand

ComputerRadio

TVGaming console

Debit cardTravel card

Phone

.....watch something

www.Pioneeringooh.com

04/11/2023

.....watch something

04/11/2023

.....be the star

AccreditationsClients Name

.......Search


.....search visually


..... or by voice


.....get recommendations


.....try it



…..buy it

04/11/2023

….. get a discountwww.Pioneeringooh.com

…..check in


04/11/2023

…..check out


04/11/2023

.....connect


04/11/2023

..... across the country


04/11/2023

..... the continent

‘...a girl in New York waved at me...amazing...’

.....or across the world


.....join inwww.Pioneeringooh.com

04/11/2023

.....play it

www.pioneeringooh.com

04/11/2023

.....pay it


.....control it


04/11/2023

.....share it


04/11/2023

.....tweet it



.....bring it to life

NFC mobile payments set

to exceed $180bn

Worldwide by 2017

Source: Juniperresearch, July 2012

04/11/2023

Voted Best Research Paper at 2012 MRG Conference

Geography of Time

“Understand our clients’ search and social strategies, to make OOH work harder, to create innovative

solutions and more convergent campaigns”

Social strategy campaign timelinePre - Live your brand through social media and plan a campaign using new ‘tools’During - Monitor a campaign’s success in real timePost - Judge the success of a campaign

Quantative Measurement e.g. Twitter followers / mentions / reachTwitter GeographyFacebook likes / fans/CommentsAverage Engagement RateYouTube Views / subscribers

Search and Social strategy

PRE CAMPAIGN

POST CAMPAIGN

Understand how to measure attribution for OOH.Discover if econometrics has been used.

Search and website traffic can provide insights for planning campaigns: Insights around regionality, keywords, demographics.

Proving OOH drives (mobile) search.

Campaign TimelineBuilding relationships with search teams is integral. They need to know about OOH activity and to ensure strategies are aligned.

Creative optimisation can be done to ensure maximum effectiveness, e.g. Linking search terms / unique OOH search term.

Search and Social strategy

What’s just happened and what's coming up

04/11/2023

Where can I find out more

The latest innovations, the best campaigns

and essential industry news

All in one place.

www.pioneeringooh.com

http://www.pioneeringooh.com/

The Real World

11/04/2023

Connections

July 2013 Update