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out of home Northern Ireland Market Review2014
The out of home media market in Northern Ireland showed further improvement in Q4 of 2014, following a positive Q3 result. In our opinion, we estimate that the ooh market value remained on a par with 2013, in spite of a sluggish start to 2014. As we move into 2015, the ooh market is experiencing strong demand in the first quarter - a pleasing trend and reason for optimism.
2014 brought new innovations and market firsts to the out of home media stage in Northern Ireland. From weather-specific messaging and mobile-controlled outdoor sound systems, to street domination, ooh continues to deliver innovative ways to create lasting impact and deeper audience engagement for advertisers.
There have been noteworthy increases in display value across a number of categories in 2014. The largest increases have been experienced by the Construction-Property and Energy categories, growing 154% and 117.1% respectively. However, the Retail Outlets category topped the table for 2014 with 11.7% share of voice of the local ooh market, reflecting the rising consumer confidence and continued economic recovery being enjoyed in Northern Ireland.
Overview
Renault Northern Ireland Agency: Smart Media ooh Specialists: PML NI and Posterscope UK
Power NI Agency: Think Brand ooh Specialist: PML NI
Advertisers such as Power NI contributed to the 117.1% increase in the rate card display value for the Energy category
Overview
This year has seen a small but important growth in digital ooh media, rising from 2% at the start of 2014 to finish at 3% of the local market. There is much excitement within our industry across the world as digital ooh media expands further and further, ever increasing the possibilities and opportunities to reach consumers in more sophisticated ways. We welcome the growing popularity of dooh media locally, as more and more advertisers realise the advantages of this format.
Another trend seen in 2014 has been the increase in innovative campaigns. Earlier this year, PML Group had the honour of bringing to the market a number of superb ‘firsts’, such as the weather-activated 6 Sheets for Harp Lager; the LED fairy light studded Mega Full Wrap bus by Phoenix Natural Gas; the NFC-enabled 6 Sheets for Tennent’s Vital that played music and gave the target audience the power to pick the playlist; and the clever King Street Domination by Danske Bank to name but a few. To learn more about the best of innovative ooh media in Ireland for 2014, visit pmlgroup-ni.com to check out our Showcase magazine.
Other developments this year have included an expansion by Clear Channel in the Backlit 48 Sheet network across Belfast, now incorporating Lisburn city. Similarly, Bravo has introduced 3 new portrait backlit displays at the Titanic Quarter and Portadown. Also, the Exterion Media Backlit 96 Sheet on Grosvenor Road has become available for 2015. Additionally, the Backlit 96 Sheet Admobile by Adbugs made a stunning return to the market in December.
Primesight has continued to introduce new POS 6 Sheets at Henderson Group stores, such as Spar. New 6 Sheet opportunities are also now available at George Best Belfast City Airport.
Tennent’s Vital Agency: ICAN
Technology Specialist: Buzzoo ooh Specialist: PML NI
Danske BankAgency: Carat Manchesterooh Specialist: PML NI
2014 saw an increase in innovative ooh media, such as this NFC/QR enabled 6 Sheet campaign for Tennent’s Vital that played music and gave the target audience the power to pick the playlist
Danske Bank was the first advertiser to utilise the high impact King Street Domination site in Belfast City Centre
Market Share by Format 2014
The chart below shows the out of home market for 2014 by format types, based on rate card display values.
Remaining unchanged throughout the year, Large Format again accounted for the largest proportion of Northern Ireland ooh media activity in 2014. The format, consisting of 48 Sheets up to the huge 384 Sheet, has been in high demand; a trend that has continued since 2013, with 2015 following suit so far. HD 48 Sheets have also enjoyed great popularity this year.
Roadside, retail and commuter 6 Sheets have also enjoyed significant demand during 2014, accounting for 39% of all ooh media activity.
Digital ooh media has grown over the course of the year to 3% of the market, having accounted for 2% of the market in the first quarter of 2014. More and more advertisers are recognising the advantages of digital ooh, raising the demand for the format as a result. As industry publications locally, nationally and internationally show digital ooh media is an exciting and expanding sector of ooh media.
PandoraAgency: Mediaworks
ooh Specialist: PML NI
Craigavon Borough CouncilAgency: Lyle Bailie International
ooh Specialist: PML NI
Digital ooh media’s popularity has continued to grow over the course of the year, to now account for 3% of the market
Advertisers
The top 15 advertisers in out of home media for 2014 are given below. They are listed in order of share of voice of the entire ooh market, based on rate card display values.
*% Display Value comparison against 2013
SoV: 3.2%
1
SoV: 3.1%
2
SoV: 2.1%
3
SoV: 2.0%
4
SoV: 1.9%
5 6
SoV: 1.9%
7
SoV: 1.9%
8
SoV: 1.8%
9
SoV: 1.8%
10
SoV: 1.5% SoV: 1.5%
11
SoV: 1.5%
12
SoV: 1.3%
13
SoV: 1.1%
14
SoV: 1.1%
15
Change: -11.6% Change: -10.6% Change: -8.7% Change: -9.1%
Change: +376.7% Change: -32.0% Change: +35.4% Change: -21.2%
Change: +20.7% Change: +9.2% Change: +104.2%
Change: -28.0% Change: +104.5% Change: +3.9%
Change: -36.7%
Phoenix Natural Gas Agency: ASG Ireland
ooh Specialist: PML NI
Ulster Bank Agency: MediaVest
ooh Specialist: Source out of home
The largest increase in rate card display value for 2014 compared to 2013 was enjoyed by Phoenix Natural Gas
Recurring bursts of the high impact ‘YES’ mortgage campaign led to Ulster Bank parent company, RBS Group, to take 7th position in the Top 15 Advertisers
KFCAgency: Walker Media
ooh Specialists: PML NI & Posterscope UK
Henderson Group, one of Northern Ireland’s leading food retail companies, is the third most prevalent advertiser on local ooh media for 2014 with a 2.1% overall share of voice. The Group is the parent company of food retailers Spar, Eurospar, Vivo and VivoXtra – all of which have employed ooh media during 2014.
The largest increase in rate card display value for 2014 compared to 2013 was enjoyed by Phoenix Natural Gas. The energy company increased rate card display value for the year by a staggering 376.7% to take fifth position on the Top 15 Advertisers table, following a year of exceptional branding campaigns by ASG and PML NI that employed local tongue-in-cheek humour and tied in with two of 2014’s key events, the FIFA World Cup and Giro d’Italia.
The icing on the cake however, was the Phoenix Natural Gas Mega Full Wrap in December – a vinyl wrapped bus studded with LED fairy lights that depicted the brand’s well known couple, Jim and Jean, decorating their Christmas Tree.
RBS Group, parent company of Ulster Bank, also enjoyed a significant increase of 35.4% in rate card display value during 2014 versus 2013 due to recurring bursts of the high impact ‘YES’ mortgage campaign.
Advertisers
Spar Agency: Genesis Advertising
ooh Specialist: PML NI
Consistent campaigns by Spar largely contributed to parent company, Henderson Group becoming the third most prevalent advertiser in NI ooh media for 2014
Multi-format campaigns consisting of 6 Sheets and Adtalk Kiosks throughout 2014 enabled KFC to take the second largest share of voice at 3.1%”
DiageoAgency: Carat Ireland ooh Specialist: Source out of home
Categories
The top 15 categories on out of home media for 2014 are given below. They are listed in order of share of voice of the entire market, based on ratecard display values.
As per Q3, the Retail Outlets category has topped the table, having increased its combined rate card display value by 14.3% for 2014.
Often a barometer for economic recovery, it is pleasing to see the Retail Outlets category returning to a strong position within the local ooh media market, especially as Northern Ireland consumer confidence has reached a new 6-year high according to Danske Bank’s latest research.
Campaigns by a wealth of shopping centres, department stores and food retailers throughout much of 2014 have all contributed to the performance of the Retail Outlet category this year.
*% Display Value comparison against 2013
Travel & TourismFinance
Soft Drinks
Beers & Ciders
Food
Energy
Retail
Telecommunications
Motor TradeMedia
Industry & Commerce
Political & Advisory QSR
Construction-Property
Entertainment
1
6
2 3 4 5
7 98 10
1514131211
SoV: 8.9% SoV: 7.2%SoV: 9.6%SoV: 9.8%SoV: 11.7%
SoV: 3.9% SoV: 3.6%SoV: 4.0%SoV: 4.2%SoV: 4.9%
SoV: 2.1% SoV: 1.8%SoV: 2.6%SoV: 2.9%SoV: 3.4%
Change: +15.7%Change: +14.3%
Change: +7.0% Change: +7.5% Change: +14.2%
Change: +50.3% Change: +31.5% Change: +154.0%
Change: +117.1%
Change: +3.9%Change: -10.1%Change: -2.3%
Change: -16.6%
Change: -21.0%Change: -22.1%
Beers & Ciders enjoyed a modest increase of 7.0% in rate card display value, accounting for almost 5% of the market. Global drinks company, Diageo, also took first place on the table of Top 15 Advertisers. Smart and impactful campaigns by Diageo brand Harp Lager, have contributed to the value of the category. This includes the exciting weather-activated campaign for Harp by Carat Ireland, Source ooh and Buzzoo; a first for the local ooh media market.
The Energy category experienced one of the largest increases in rate card display value for 2014, compared to the last year. A highly competitive market, campaigns aimed at consumers from Phoenix Natural Gas, firmus energy, Power NI and Airtricity, all contributed to the value of the category’s ooh media investment for 2014.
Harp LagerAgency: Carat Ireland ooh Specialist: Source out of homeTechnology Specialist: Buzzoo
ooh Format Breakdown
The table below shows how the top 15 categories assigned their investment over the main ooh formats.
Large format ooh media proved very popular with advertisers across several categories during 2014. The ‘big brand’ effect and coverage across Northern Ireland’s main towns and urban areas makes large format the right choice for many advertisers. Furthermore, the creative space provided by large format is perfect for showcasing campaigns that work best with big, bold, product images; for example cars, beer, houses and clothing. This is reflected by large format accounting for 66.1% of the Motor Trade category; 66.2% of the Beers & Ciders category; 52.9% of the Construction-Property category; and 54.4% of the Retail Outlets category.
Both the Quick Service Restaurant and Food categories favoured 6 Sheets, accounting for 77.3% and 63.6% of rate card display value respectively. The strength of the 6 Sheet format lies in its ability to target consumers on the move, and on the path to purchase with close proximity to stores– the ideal times to reach consumers with QSR or Food category campaigns.
Hallmark HomesAgency: Adhaus
ooh Specialist: PML NI
Kingsmill Agency: AV Browne
ooh Specialist: PML NI
Food advertisers such as Kingsmill favoured 6 Sheets on the path to purchase, accounting for 63.6% of the category’s ooh display value
Translink Agency: Ardmore Advertising ooh Specialist: PML NI
CityBeat Agency: Navigator Blue ooh Specialist: PML NI
Established thirty three years ago, PML Group is the largest and longest established independent out of home communications specialist in Ireland, North and South. PML Group is engaged in all aspects of the planning and buying of out of home media on behalf of Ireland’s leading media agencies, media independents, advertising agencies and advertisers.
The Group consists of Poster Management, Source out of home, AmbientPlus, Poster Audit Bureau and the Digital out of home centre, all specialising in the various aspects of ooh advertising.
Posterwatch is PML Group’s market intelligence service, providing the most comprehensive information on the out of home market in Ireland. It measures the formats, weights, value and timing of every out of home campaign in Ireland, both North and South, every cycle.
Our Posterwatch information stretches back over 20 years and comprehensive information on a cycle is available in the week following the end of the cycle. All out of home advertising is covered by Posterwatch, from billboards and bus shelters, to buses, ambient media and digital ooh formats.
This makes Posterwatch the quickest, as well as the most complete source of ooh advertising data in the country.
For further details on this report or Posterwatch in general please contact:
Mark Fleming [email protected]
About PML Group
Contact Details
About Posterwatch
pmlgroup-ni.com
Various campaigns throughout 2014, such as the Metro service, led Translink to hold the 8th largest share of voice in 2014