real world may 2014
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
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11/04/2023
The Real WorldMay 2014
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Re-defining Out-of-Home
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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
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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
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People & Places
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Did you know…Seasonal Stats
Source: Mintel, 2008
The most popular
May bank holiday
activity is gardening
May April
Mar
ch
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Did you know…On The Move Despite the
tube strike, nearly 90% of
the usual number of
Oyster cards were used on
the travel network
Source: TfL, April 2014
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Understanding The Connected Consumer
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OCSNEWS
Constantly consumer-
centric
Constantly consumer-
centric
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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
%
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Did you know…OCS
65% The percentage
of adults that use free wi-fi
offered in OOH locations.
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TouchPoints
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Did you know…TouchPoints
The main activity done by
adults after being exposed
to OOH, is ‘talking to others’
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JCDecauxConnected Commuter/ Youth
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Clear ChannelNgen
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Exterion Mediawork.shop.play
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JCDecauxBusiness Traveller 2
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Data Driven Targeting
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A pioneering new travel survey
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Measuring audiences whilst OOH
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Revolutionising the way we plan OOH
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We Live in a Convergent World
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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
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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%
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Gateway to Mobile Content: NFC
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Networked OOH: Real-Time
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Networked OOH: Public Utility
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Owned OOH
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Owned OOH
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Experiential
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Experiential
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Influencing Digital Behaviour: Driving Search
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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
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Jun'2
5 2
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Jun'2
6 2
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Jun'2
7 2
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8 2
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9 2
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0 2
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1 2
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50
100
150
200
250
300
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Chart TitleOOH
Popularity – Total Mentions on Twitter – 3,069 over period
Influencing Digital Behaviour: Driving Search: Social Media
Men
tio
ns
Date
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Online Controlling The Physical World
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Live Video
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Engaging Interfaces
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Engaging Interfaces
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Index of tweets vs. the norm in proximity to
posters in Nottingham
New Planning Data
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New Planning Data
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270yd When navigating, mobile Ad is served within a 200m proximity to the geo – fenced poster site
Integrated Mobile & OOH Planning
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The Out-of-Home Marketplace
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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
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Media Revenue Q1 2014
OOH Revenue
Total 2013 - £989.6m (2.0% YOY)Source: OMC
Revenue for 2014
estimated at +3%
Q1 Q2 Q3 Q40
50
100
150
200
250
300
2012
2013
2014
Quarter
£m
-2.2%
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The top OOH spending categories: March 2014Top 10 Categories
Entertainment and leisure
Cosmetics and Personal Care
Telecoms Finance Food Travel and Transport
Motors Government, social & political
organisations
Drink Media
£33.0m-5.3%
£20.7m-5.9%
£17.6m16.9%
£15.0m53.6%
£15.0m19.5%
£5.9m9.7%
£6.7m5.1%
£9.2m18.0%
£10.5m78.2%
£12.1m-36.0%
Note: Data up to 31st March 2014
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The top OOH spending advertisers: March 2014Who’s Spending?
£7.0m35.2%
£4.3m175.6%
£3.8m-5.6%
£3.2m20.5%
£3.1m215.4%
£2.5m-0.7%
£2.8m149.9%
£2.8m-14.4%
£2.8m3.3%
£3.0m-30.8%
Note: Data up to 31st March 2014
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Spend by OOH format: March 2014Spend Trends- Roadside
£1.8m
-25.5%
Misc.
£11.1m
55.3%
Digital6s
£64.1m
23.8%
48s
£22.5m
-3.8%
96s
£8.3m
-57.7%
Specials
£2.0m
-60.8%
Note: Data up to 31st March 2014
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Spend by OOH format: March 2014Spend Trends- Transport
£20.8m6.7%
£10.3m-20.9%
£9.8m-2.6%
£16.3m98.9%
Note: Data up to 31st March 2014
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31%
23%
21%
8%
17%
Consolidated Market Place
Others Est. Market share based on revenue
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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
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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
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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/
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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
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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
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OOH Industry News
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Posterscope Steals the Show at the Clear Channel Outdoor Planning Awards 2014
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psLIVE launches in APAC
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JCDecaux Partners with Hachette UK for Twitter Book Club
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People 33% More Alert Out of Home
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Limited Space Launches £1.6m Digital Out-of-Home Network
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JCDecaux Expands Transvision Network with Second Screen at Victoria Station
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JCDecaux Launches Channel 6 Network
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Amscreen Partners with Sharp to Create Affordable, Scalable Outdoor Digital Screens
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Telefónica Signs JCDecaux Street Furniture M2M Deal
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Find Out More
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