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The Real World is Posterscope's monthly market update featuring up-to-date market facts and figures, latest developments and some great OOH campaigns.
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10/04/2023
The Real WorldSeptember 2014
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: Deloitte, 2014 Back-To-School Survey
55% of ‘back to school
shoppers’ intend to
use their smartphone
to get a store’s
locationSeptember
August
July
Did you know…On The Move
Source: Society of Motor Manufacturers and Traders (SMMT) Aug 2014
UK new car sales have risen for the
29th consecutive
month
Understanding The Connected Consumer
OCSNEWS
Constantly consumer-
centric
Constantly consumer-
centric
OCS in Numbers
6,827Total sample in UK
6th
Version
100,000+Global respondents
30Countries OCS is run in
2.5Number of hours saved by
the OCS macro per run
41Number of OOH formats
analysed within OCS
%
Did you know…OCS
75% The percentage of Londoners that agree that it’s a good idea to broadcast events on digital screens
TouchPoints
Did you know…TouchPoints
55% of UK adults claim to have seen
an OOH ad in the past 24 hours
JCDecauxConnected Commuter/ Youth
Clear ChannelNgen
Exterion Mediawork.shop.play
JCDecauxBusiness Traveller 2
JCDecauxConnected
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
654mThe number of people who access Facebook at least once a day on a mobile device
And consumer expectation
313,141The number of Facebook Places check-ins at the O2 Arena-the UK’s number one place to check-in
3The number of internet connected devices UK consumers use on average
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
New Planning Data
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
Q1 Q2 Q3 Q40
50
100
150
200
250
300
2012
2013
2014
Quarter
£mMedia Revenue Q2 2014
OOH Revenue
Total 2013 - £989.6m (2.0% YOY)Source: OMC
Revenue for 2014
estimated at +3%
-2.2%
6.4%
The top OOH spending categories: July 2014Top 10 Categories
Entertainment and leisure
Cosmetics and personal care
Telecoms RetailDrink Finance
Travel and Transport
Motors Government, social & political
organisations
Food
£76.3m-12.4%
£50.2m-25.6%
£35.3m-5.6%
£34.6m-0.9%
£33.3m25.4%
£12.4m18.4%
£15.3m2.8%
£16.5m58.8%
£26.1m-21.7%
£30.1m18.0%
Note: Data up to 31st July 2014
The top OOH spending advertisers: July 2014Who’s Spending?
£15.4m-27.0%
£11.8m127.3%
£9.4m6.8%
£8.1m25.2%
£7.2m-6.4%
£5.4m1167.2%
£6.2m262.3%
£6.5m39.4%
£6.5m-23.9%
£6.5m-13.7%
Note: Data up to 31st July 2014
Spend by OOH format: July 2014Spend Trends- Roadside
£6.2m
-15.7%
Misc.
£33.9m
57.0%
Digital6s
£149.2m
4.6%
48s
£51.7m
-18.0%
96s
£18.0m
-63.8%
Specials
£4.9m
-59.0%
Note: Data up to 31st July 2014
Spend by OOH format: July 2014Spend Trends- Transport
£49.2m2.3%
£27.0m-13.9%
£26.9m-7.1%
£32.5m43.1%
Note: Data up to 31st July 2014
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 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. 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 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
Ocean Outdoor reported revenues of £23.4 million in 2012
About Ocean Outdoor Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
oceanoutdoor.com
OOH Industry News
Art of Outdoor Entry Deadline Extended and Judges Announced
Tapping in to better insights from big data
Apple Pay: Narrowing the Gap Between Posters and Purchase
Paul Carolan Joins Clear Channel UK
Primesight to Roll-Out New Digital Roadside Panels Across UK
UK Adspend Expected to Grow a Healthy 7.5% this Year
McKay Returns to Clear Channel as BlowUp Hires Kinetic’s Russell
The Media Landscape June 2014: Global Adspend Forecast
OOH Can be a Force for Good Argues Outdoor Media Centre Chief Mike Baker
Smith Replaces Weston at Clear Channel
Collaboration is the Key to the Future of European OOH
Why Advertisers are so Keen to get Outdoors
Cannes Effectiveness Awards 2014- OOH in 92% of Shortlisted Entries
TfL Tests Free WiFi on London Buses
Digital OOH Adspend to Rise 11%
DOOH Media Owners Deliver WWI Centenary Commemoration
New Elonex Digital Screen Set to Target Busy A45 into Birmingham City Centre
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