View
16
Download
0
Category
Preview:
Citation preview
FOR A LANDSCAPE OF POSSIBILITIES
OOH UPDATE & OVERVIEW
FOR A LANDSCAPE OF POSSIBILITIES
CONFECTIONARY CATEGORY SPEND (2016 JAN-OCT VS. 2017 TO DATE)
Down 41.5% Down 25.3% Down 19.4% Down 31.7% Down 37.2%
OOH Spend Up 29.1%
Source: Nielson November 2017
FOR A LANDSCAPE OF POSSIBILITIES
ROADSIDE
6 Sheets 48 Sheets 96 Sheets
Phone Kiosks Digital Screens Banners
FOR A LANDSCAPE OF POSSIBILITIES
ROADSIDE
6 Sheets 48 Sheets 96 Sheets
Phone Kiosks Digital Screens Banners
- Delivers highest OOH Reach- Ability to implement
proximity to trade- Drives brand awareness
- Delivers mass reach- Ability to implement proximity
to trade- Drives brand awareness
- Adds impact
- High impact solution- Ideal for brand launch and
statement messaging- Focussed around arterial
routes
- Delivers mass reach- Ability to implement
proximity to trade- Drives brand awareness
amongst younger audiences
- High quality, impactful- Focussed around key cities
- Dynamic messaging- Drives brand fame
- Focussed around key cities- Ideal for launches and
brand statements- Adds impact and fame
FOR A LANDSCAPE OF POSSIBILITIES
RETAIL
Supermarket D6s POS 6s Mall D6s
Mall Premium Digital Shopping Trolleys ATM Ads
FOR A LANDSCAPE OF POSSIBILITIES
RETAIL
Supermarket D6s POS 6s Mall D6s
Mall Premium Digital Shopping Trolleys ATM Ads
- Last opportunity to see before point of purchase
- Full Motion capabilities- Targeted to shopper data
- Last opportunity to see before point of purchase
- Hand selected- Compliments other national
activity
- Full Motion capabilities- Can hand select outside
particular retailers- Dynamic capabilities
- Full Motion capabilities- Adds impact to other Mall
activity- Dynamic capabilities
- One to one brand experience
- Selected across key stores- Can influence purchase
decisions
- One to one brand experience- Voucher capabilities
- Customised user experience
FOR A LANDSCAPE OF POSSIBILITIES
RAIL
FOR A LANDSCAPE OF POSSIBILITIES
RAIL
• Full motion capabilities• Ability to use dynamic feeds• Average 7 minute dwell time
• Adds impact
• Full motion capabilities• Ability to use dynamic feeds• High frequency positioned in
most prominent areas of stations
FOR A LANDSCAPE OF POSSIBILITIES
UNDERGROUND
Underground Bespoke Formats
FOR A LANDSCAPE OF POSSIBILITIES
UNDERGROUND
Underground Bespoke Formats
FOR A LANDSCAPE OF POSSIBILITIES
TRANSPORT
FOR A LANDSCAPE OF POSSIBILITIES
TRANSPORT
FOR A LANDSCAPE OF POSSIBILITIES
DIGITAL DEVELOPMENT
£800m spent over the past 5
years
FOR A LANDSCAPE OF POSSIBILITIES
NEXT PHASE TRANSFORMATION - UNDERWAY
£300m planned
over next 12 months
FOR A LANDSCAPE OF POSSIBILITIES
DATA ENABLING A SMARTER AND MORE COMPLEX USE OF DOOH
FOR A LANDSCAPE OF POSSIBILITIES
SMARTER BRANDS USING OOH CONTEXTUALLY, SUPERCHARGING RESULTS
+24% sales uplift from optimised or contextual
planning
+44% driving behavioural
change
+40% media and OOH efficiency
Source: Talon analysis of campaigns across various metrics including sales, call to action, brand perception, consideration and awareness, versus OOH. 20 key measures across campaigns 2013-15, based on 100+ statements/questions
+54% brand impact metrics
FOR A LANDSCAPE OF POSSIBILITIES
A LANDSCAPE FOR BRINGING OUT THE BEST OF THE BRAND
FOR A LANDSCAPE OF POSSIBILITIES
OUTDOOR EFFECTIVENESS HAS DOUBLED AD DIGITAL OOH HAS EVOLVED AND GROWN
14%
27%
0%
5%
10%
15%
20%
25%
30%
1998-2012 2014-2016
15%
37%
OOH w/odigital
OOH withdigital
Incr
ease
in n
o.of
VL b
usin
esse
ffect
s
Effect ofadding +
Sources: IPA Databank, 2014 - 2016
FOR A LANDSCAPE OF POSSIBILITIES
A GROWTH MEDIUM
2017 revenue in line to sustain positive annual growth
Continued media owner investment and digital OOH growth of around +18%
Investment driven by mergers, competition, digital, a drive for quality and differentiation and new contracts
* Talon estimates
0%
10%
20%
30%
40%
50%
60%
70%
-
200
400
600
800
1,000
1,200
1,400
1,600
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
All OOH revenue (UK, £m) DOOH revenue (UK, £m) DOOH share of revenue
FOR A LANDSCAPE OF POSSIBILITIES
THE MEDIA OWNER MARKET
JCDecaux34%
Exterion Media
26%
Clear Channel
17%
Primesight7%
Ocean Outdoor
6%
Outdoor Plus3%
Forrest1%
Others6%
Media Owners Market Share Environments / Channels
JCDecaux 34% Rail, Roadside, Malls, Supermarkets
Exterion Media 26% Underground, Rail, Malls
Clear Channel 17% Roadside, Malls
Primesight 7% Roadside, Retail
Ocean Outdoor 6% Roadside, Malls
Outdoor Plus 3% Roadside, Malls
Forrest 1% Roadside
Others 6% Various
Continued domination from big 4 media owners
Significant regional and digital growth from smaller players
Impact on figures in 2016 as London TfL 6 sheet contract moves to JCDecaux – a shift in market share of 4-5%
* Talon estimates
FOR A LANDSCAPE OF POSSIBILITIES
SHIFTING DYNAMICS OF DIGITAL – PANEL NUMBERS, REACH AND FLEXIBLE EFFICIENCIESNumberofPanels 2014 2015 2016 2017 + /- from20146Sheets- Roadside 79,055 75,244 66,486 62,100 -15%reduction48Sheets- Roadside 25,301 22,726 15,501 14,950 -41%reduction96Sheets- Roadside 1,822 1,667 1,563 1,290 -29%reduction
Rail6Sheets 5,280 4,143 3,216 2,851 -46%reduction
Underground48Sheets 1,857 1,746 1,690 1,701 -8%reduction
Digital6Sheets-Roadside 245 568 1,203 1,972 +705%increase
Digital48Sheets-Roadside 51 89 123 243 +376%increase
Digital96Sheets-Roadside 7 15 18 27 +285%increase
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27
Rea
ch
(000
's)
Days
£600K 2wk
£600K 4wk
£500K 2wk
£500K 4wk
£400K 2wk
£400K 4wk
£300K 2wk
£300K 4wk
£200K 2wk
£200K 4wk
FOR A LANDSCAPE OF POSSIBILITIES
DRIVING FAME AND JUSTIFYING PREMIUM DIGITAL – IMPACT, FAME AND EMOTIONAL INTENSITY
Priming and +36%
congruence effect to other digital media
(vs TV)
+17% stronger association with Iconic Fame
factor and +12% for powerful and
premium
+43% increase in neuroscience-
measured emotional intensity and +20% increase in memory
encoding
Source: Ocean Neuroscience; Storm Implicit Testing
Recommended