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OOH Advertising Market Review H1 2018Republic of IrelandPOSTERWATCH

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Street Scape ............................................................................................................................................. 3Who's up and who's down in H1 2018.

In the Main Frame ............................................................................................................................................. 8The low down on Digital OOH in H1 2018.

The Big Five ............................................................................................................................................. 12The top campaigns for cycles 8 - 13 (Q2)

RE//Format ............................................................................................................................................. 15Focus on formats in H1 2018

OOH Market Review2018 | Cycles 1 – 13 1st January 2018 - 1st July 2018

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STREET SCAPEO N E

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In the July issue of our Explore publication, Eoghan Phelan of V360 outlined some recent research carried out on Irish shoppers. The headline stat was that these consumers are spending more than 2 full days per year in a supermarket, taking an average of 34 minutes per visit to navigate the aisles. Shopping habits have of course adapted in line with our lifestyles over the years and we are now more frequent shoppers. These shorter, more common visits give advertisers more opportunity than ever to influence shoppers at the most important time. Our own iQ research programme in Q2 included a piece on the influence of POS advertising. More than 75% of our 300 respondents admitted to being influenced by POS advertising in terms of making a purchase decision, rising to 88% among 25-34 year olds.

The top five advertisers in the POS environment in H1 were: Mondeléz, Diageo, Lucozade RS, Coca Cola, Mars.

Contextualised, data-driven OOH campaigns have been made relatively simple with our exclusive Dynamic platform. Dynamic operates across multiple media owners to manage content in real time and deliver optimised OOH copy. Two great examples from Q2 were campaigns for McDonald’s and Emirates Airlines. McDonald’s activated a temperature sensitive Digital Out of Home campaign for its McCafé Iced range, using Dynamic to manage and deliver variable content. The campaign saw the digital ads switch creative seamlessly once the temperature outside reached a minimum level of 15 degrees Celsius. Emirates employed Dynamic to deliver location relevant copy to promote its flights and destinations across a variety of media owner networks.

Finance continues to be the top spending category on OOH. The banking and insurance advertiser are led by AIB Group, with most of the sector’s big players increasing their OOH investment this year. Diageo are the top advertiser with their Q2 investment including the launch campaign for Rockshore Lager. Digital OOH continues to grow and now accounts for more than 18% of the market.

Colum Harmon, Marketing director, PML Group

Modern applications underpin OOH’s classic values

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1 2 3 4

5 6 7 8

9 10

+40.8% +38.5% +10.5% +28.8%

-19.8%

-25.4% -33.8%

+38.5% +90.5% -16.6%

SoV: 1.55% SoV: 1.54%

SoV: 2.36% SoV: 2.31% SoV: 2.23% SoV: 2.03%

SoV: 7.68% SoV: 3.63% SoV: 3.16% SoV: 2.39%

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Top 10 OOH Advertisers H1 2018

(% up/down display value compared to H1 2017)

Top 5 OOH Advertisers Q2 2018

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Top 10 OOH Categories H1 2018

(% up/down display value compared to H1 2017)

1 2 3 4

5 6 7 8

9 10

+21.2% +28.4% +20.2% +37.0%

+28.8%

-9.1% -32.8%

+41.9% -20.3% -28.1%

SoV: 4.59% SoV: 4.31%

SoV: 7.52% SoV: 6.61% SoV: 5.81% SoV: 5.31%

SoV: 10.53% SoV: 9.46% SoV: 9.30% SoV: 7.93%

1 2 3 4 5Top 5 OOH Categories Q2 2018

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Top 5 Advertisers breakdown by environment H1 2018

Leisure Roadside Retail Travel Other

Diageo

Mars

Mondeléz

McDonald’s

AIB Group

78.4% 9.2%

75.5% 19.6%

81.3% 12.0%

15.2% 68.7% 13.9%

62.2% 22.4% 15.4%

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IN THE MAIN FRAMET W O

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Top 10 DOOH Advertisers H1 2018

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7 8 9

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1 2 3

4 5

SoV: 1.8%

SoV: 1.8% SoV: 1.8% SoV: 1.8%

SoV: 1.7%

SoV: 5.7% SoV: 5.1% SoV: 3.3%

SoV: 3.1% SoV: 1.9%

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Top 10 DOOH Categories H1 2018

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7 8 9

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1 2 3

4 5

SoV: 6.8%

SoV: 6.3% SoV: 6.0% SoV: 5.4%

SoV: 5.3%

SoV: 11.0% SoV: 10.2% SoV: 8.8%

SoV: 7.9% SoV: 7.1%

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Digital display value by environment H1 2018

TRAVEL 16.3%

ROADSIDE 12.9%

RETAIL 68.8%

2.0%LEISURE

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THE BIG FIVET H R E E

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Below are the 5 biggest campaigns in each of cycles 8 - 10, 2018

Referendum CommissionEBS MortgagesNational Dairy Council

Electric IrelandHop House 13Rockshore

SpriteDunnes StoresAIB

EBS MortgagesCarlsbergFanta Pink Grapefruit Zero

RockshoreLucozade EnergySpecsavers

€296,898€322,494€285,041

€250,863€220,984€228,528

€259,973€307,652€246,509

€229,424€219,613€223,958

€215,828€213,732€184,028(Based on display value at rate card)

Cycle 10Cycle 9Cycle 8

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Below are the 5 biggest campaigns in each of cycles 11 - 13, 2018

(Based on display value at rate card)

VodafoneCircle KUlster Bank Mortgages

Gum Litter TaskforceBudweiserCarlsberg

Bank of IrelandMarks & SpencerCoca Cola World Cup

LidlJameson CaskmatesTesco F&F

Nescafé Azera NitroRibenaTayto

€392,342€294,325€251,874

€375,412€229196€218,689

€389,381€248,446€244,672

€329,286€210111€207,284

€267,186€183,842€198,140

Cycle 13Cycle 12Cycle 11

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RE//FORMATF O U R

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Market breakdown by formatThe chart below shows the breakdown of the entire OOH market by format type, based on display value in H1 2018.

Transport16.0%

Small32.1%

Large30.8%

Digital18.1%

3.0%Other

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Top 10 Advertiser format breakdownDiageo

AIB Group

McDonald’s

Mondeléz

Mars Ireland

Heineken Ireland

Coca Cola

Lucozade Ribena Suntory

Sky

Vodafone

Small Large Transport Digital Other

AVERAGE

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Top 10 Categories format breakdownFinance

Retail Outlets

Beers & Ciders

Soft Drinks

QSRs

Confectionery & Snacking

Tourism & Travel

Food

Films

Telecoms

Small Large Transport Digital Other

AVERAGE

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Top Three Small Format Advertisers H1 20181

McDonald’s AIB Group

Diageo

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3

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Top Three Large Format Advertisers H1 20181

Diageo AIB Group

Heineken Ireland

2

3

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Top Three Transport Format Advertisers H1 20181

Burger King AIB Group

Diageo

2

3

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Contact DetailsFor further details on this report or Posterwatch in general please contact: James Byrne james@pmlgroup.ie, Colum Harmon colum@pmlgroup.ie.

About PML Group

About Posterwatch

Established in 1982, PML Group is Ireland’s leading OOH communications and location marketing experts. We are engaged in the data led planning and buying of Out of Home media and dynamic Digital 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, Digital Out of Home centre and Design+, all specialising in the various aspects of OOH advertising. We have offices in both Dublin and Belfast, serving the entire island of Ireland.

PML Group is part of the Posterscope Worldwide Network.

Posterwatch is PML Group’s market intelligence service, providing the most comprehensive information and design library in the Out of Home market in Northern Ireland and the Republic of Ireland. It measures the formats, weights, value and timing of every Out of Home campaign in every cycle.

Our Posterwatch information stretches back 25 years and 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.

Posterwatch is the quickest as well as the most complete source of OOH advertising data in the country.

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