the real world september 2013
DESCRIPTION
The Real World is Posterscope's monthly market update featuring up-to-date market facts and figures, latest developments and some great OOH campaigns.TRANSCRIPT
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
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