Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research).
Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation.
And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere.
The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure.
Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary, 3rd party and client data.
Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences.
This mobility is on a global scale, by both land and air:
51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision) Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
OOH is one of the only forms of media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time.
55% of ‘back to school shoppers’ intend to use their smartphone to get a store’s location
Source: Deloitte, 2014 Back-To-School Survey
This section examines how we can understand the connected consumer in greater depth. It encompasses industry and proprietary insight, media owner consumer panels and Route, OOH’s revolutionary audience measurement system.
OCS is Posterscope’s proprietary consumer survey based on a representative sample size of over 6,000 adults. It evaluates their OOH activities, their attitudes towards, and opinions of, advertising in different environments, and importantly their typical moods and mindsets in different environments.
Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis may include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
Posterscope’s Out-of-Home Consumer Survey (OCS) is now present in 30 countries with a total of over 100,000 respondents. In the UK the survey is now in its 6th incarnation, has a total sample size of 6,827 and incorporates over 40 OOH formats in the analysis.
Posterscope launched the 6th edition of its OCS research in February 2014. This included many valuable new planning insights particularly around moods and mindsets, grocery shopping and the use of mobile platforms for researching products and services.
55% of UK adults claim to have seen an OOH ad in the past 24 hours (TouchPoints, 2014)
Ngen , a unique audience insight community, was launched in June 2013.
Clear Channel’s new audience insight community Ngen, allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with 400 engaged and connected 18-34 year olds from eight major UK cities. The community will cover a wide range of topics close to the hearts of its participants, creating great insight for this influential audience.
Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics.
In a recent edition of Clear Thinking, Clear Channel highlight some of the main insights from their Ngen research, run in collaboration with Crowd DNA and the Trajectory Partnership, that took place throughout 2013. The community ran for 18 weeks, alongside two waves of quantitative online research. The research focused on the knowledge, attitudes and behaviours of a generation that represents the future of the UK. By working closely with 8 brands partners including Dixons Store Group and Channel 5 it generated the following insight:
• 95% Ngens still shop on the high street with the corresponding figure of 71% for online. Smartphones are also key with nearly half using smartphones for shopping related purposes • 52% of Ngens rated their smartphone as the technology they would keep above all else • 63% of Ngens agree advertising is important to a brand’s identity and almost half say they prefer targeted communication over general advertising. The contextual opportunities provided by OOH advertising is therefore key to this audience • Ngens are also one of the audiences that are key to the UK economy returning to positive growth. They have continued to spend and often think about the now rather than the future with 59% not contributing to a pension and 65% spending the same if not more on retail in areas such as clothing, footwear and consumer technology
Detailed infographics on other Clear Channel audiences can also be found at Clear Channel Audiences - www.clearchannel.co.uk/think-big-think-adshel
work.shop.play is an online research panel consisting of people aged 16+ who work, shop and play in the UK’s urban areas. It quickly provides up to date research and insight into the urban audience’s opinions, mindsets and behaviours, which can be used by Exterion Media to generate valuable audience insight and help shape clients products, services and communications. Weekly studies are run to generate behavioural, motivational and product usage insights about our audience. To ensure panel members are kept engaged and consistently feeling part of ‘The Urban Community’ – an interactive platform has been built, hosting a programme of rewards and benefits in order to incentivise participation. The panel is nationally representative with an up-weight to account for London audiences, and a total size of 10,000+ members. Vision Critical host the panel on behalf of Exterion Media.
Work.shop.play now have an interactive dashboard available here: www.exterionmedia.co.uk/insight
Insight for some individual categories is also available through brochures such as The Look Book and Urban Food.
The Look Book gives ideas and inspiration around Fashion & Beauty from market trends to purchase journeys for specific fashion segmentations.
Urban Food delves deep into city dwellers eating behaviours for all the main meals of breakfast, lunch and dinner to snacking mid-morning, mid-afternoon and in the evening.
JCDecaux Unveils ‘Connected’
JCDecaux has unveiled ‘Connected’, a new community of three audience panels that delivers unique insights across JCDecaux’s rail, roadside and retail portfolios. ‘Connected’ is a targeted insight tool for brands and agencies to find out more about hard-to-reach audiences to help deliver high-impact campaigns.
Building upon the success of the ‘Connected Commuter’ rail community, JCDecaux has re-launched ‘Connected Commuter Rail’ and has unveiled ‘Connected Commuter Road’ and ‘Connected Consumer’. Questions can be posed, based on any category or current trending topic, to the whole ‘Connected’ community or to each panel separately. ‘Connected’ also allows brands to tailor or adopt an advertising campaign to a specific audience through dynamic content on JCDecaux’s digital screens, with results delivered within hours.
Route, which launched on February 26 2013, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – which acts as a catalyst to allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.
£19m was invested in the research which took 4 years in the making.
The research study, undertaken by Ipsos MediaCT and MGE Data, combines several elements:
- The largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year. - A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM). - Also from the TIM, the realistic opportunity to see (ROTS) has been calculated - Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research accounts for scale, orientation and distance. It also calibrates properties such as movement and illumination.
With the release of Route there is a significant opportunity around the use of the data, as it can be the catalyst for the industry to behave in a very different way.
Route is not a planning or optimisation tool, (more a detailed reporting tool) but as investing underwriters, Posterscope (along with Kinetic, Rapport, Exterion, JCDecaux, Clear Channel and Primesight) have unique access to the ‘raw’ IPSOS data files (which includes all the recorded information for the 28,000 respondents in the GPS travel survey and the full frame universe database together with all of the visibility characteristics that contribute to the audience delivery). In addition we have the gold standard algorithmic code that is the basis for the outputs from the collected data. This dataset is a crucial element in our development of a unique proprietary planning tool, and trading by audience.
Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013 facebook.com, 2014
Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013
Posterscope and Carat’s latest campaign for Monarch features an ‘always-on’ approach on a live network of landmark DOOH screens in priority regions – Manchester, Birmingham and Leeds. The sites are enabled with LIVEPOSTER capability to display immediate copy updates, allowing the Monarch team to react instantly to sales data, competitor activity, flight and weather information, current affairs and locally relevant news stories.
Posterscope embedded interactive digital screens in 20 bus shelters around the country to show hyper-local consumer generated reviews on Yell. Users can drill down into more detail to read the full review using the on-screen interface.
To promote their 123 Current Account and credit card Santander wanted to save the people of Shrewsbury £1 million. They did this by creating a three day event in the heart of the town with experiential staff capturing the combined savings for if everybody switched to the 123 Products. Posterscope assisted with this project by creating new out-of-home displays across the town.
John Lewis, the official department store of London 2012, wrapped its Oxford Street and Westfield Stratford City stores in spectacular fashion, with branded banners as part of its support for the Games. The Oxford Street store was wrapped with an asymmetric British flag, whilst a banner displaying medals made from items shoppers could buy in store went up at Stratford. The campaign, executed by Posterscope, formed part of a wider campaign targeting both domestic and international tourists while they are around the Olympic venues and travelling across the capital
psLIVE use Guerilla Projections to Display Ape Messaging in London and Edinburgh for the Launch of Dawn of the Planet of the Apes
For the launch of the Dawn of the Planet of the Apes movie, experiential agency psLIVE commissioned two projections in London and Edinburgh to build hype around the new release.
To tie in with the cinema release date, on the dawn of the 17th July, pro-ape messaging such as ‘apes together strong’ was simultaneously projected onto the facade of two iconic British landmarks; City Hall in London and Edinburgh Castle.
This one day activation aimed to raise awareness of the movie and promote the ‘apes versus humans’ strategy in an innovative way, using never before seen synchronised projections.
The activity formed part of a wider national campaign which will roll out across high impact digital screens, bus T-sides and beer mats, and also featuring live updates.
MINI Fan the Flame.
In this campaign, executed by Posterscope Belgium, MINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time…
Whoever’s ‘burst of flame’ broke the rope and set the MINI Countryman free, got to keep the car.
Fanta launched a highly interactive OOH campaign to target teenagers, which offered them the chance to physically connect with the brand. Users were encouraged to participate on a range of challenges and games through a targeted national 6s campaign, designed to seamlessly drive consumer engagement with the brand from offline to online. The ‘Fruit Throw’ game, which took place on 10 interactive screens strategically located where teenagers typically socialise, allowed users to play the game directly on screens on roadside bus shelters and shopping malls. The screens also featured a local leader board. Consumers were further encouraged to engage with the brand through Fanta branded bus stops, which were adorned with moveable Fanta stickers. People could take photos of themselves pulling their best ‘Fanta face’ with the stickers and post them on the Fanta Facebook page for a chance to win prizes. In addition, other roadside and mall 6s encouraged teens to take part in challenges, posing with 6s and uploading their photos to Facebook. Created by Posterscope and Publicis.
Mr Peabody and Sherman – Interactive Digital 6Sheet with Augmented Reality
For the launch of new film Mr. Peabody and Sherman, an interactive 6-sheet campaign featuring augmented reality was placed in 5 malls across the UK. The public could choose from 3 different eras from history and overlay the corresponding accessories on their head. They could also overlay Mr. Peabody’s iconic glasses and bow-tie onto themselves before having their picture taken. The public were encouraged to enter their e-mail address for their photos to be sent to them. They could then choose to share their pictures with friends and family.
As the web becomes increasingly hyper-local and businesses / consumers create more location-based data, there are huge opportunities to use the latter to inform and optimise OOH planning, plus measure effectiveness.
Electronic transport tickets, sat navs, loyalty cards, mobile search, mobile wallets, plus numerous websites / mobile apps are just some examples of how technology is being used to create location-specific data trails – all of which have the potential to help determine which OOH sites, day-parts, and creative treatments are most effective for a particular campaign.
Location based tweets provide an ideal data set to mine, thus helping us infer which posters may be more effective in influencing a consumers digital behavior. The map shows tweets generated in Nottingham in a 7 day period
The pins show poster locations, while the color represents the associated index of the volume of tweets (generated in a 200m proximity to the poster).
Red pins are the highest indexing posters that people tweet in proximity to.
Strava is website and mobile application used by runners and cyclists to track runs and rides through GPS. Combining stat tracking with social networking, it provides route rankings, reward badges and timed challenges to its users.
The Strava map above shows cycling activity during the night of the Dunwich Dynamo, 20-21 July 2013, when a thousand or so people cycled from London to the Norfolk coast.
A snake of light shows the riders gliding through the night, while the bright lights appearing all over the UK and Europe are regular users of the app.
This data source provides fascinating location based data trails and helps us identify which roads index highest to target cyclists in the UK, helping us make a more data driven approach to selecting roadside locations to place OOH posters.
The internet has seen a huge uplift in the past decade- from almost no revenue in 1999, to becoming the largest advertising media today. This rise has been at the expense of press, with newspapers and magazines seeing dwindling revenue. Those papers which have adapted to online formats have survived whilst local newspapers have suffered. Outdoor, TV and Radio have maintained a similar share of voice across the period.
July 2014 Sector 2014 2013 %difference Entertainment and Leisure £76.3m £87.1m -12.4% Telecoms £50.2m £67.5m -25.6% Drink £35.3m £37.4m -5.6% Finance £34.6m £34.9m -0.9% Retail £33.3m £26.5m 25.4% Travel and Transport £30.1m £25.5m 18.0% Motors £26.1m £33.3m -21.7% Govt/social/political organisation £16.5m £10.4m 58.8% Food £15.3m £14.9m 2.8% Cosmetics and personal care £12.4m £10.4m 18.4% Other £69.3m £79.3m -12.6% Overall market £399.4m £427.2m -6.5%
Media owner SOV JCDecaux 31% Exterion Media 23% Clear Channel 21% Primesight 8% Others 17%
Strapline: Media where it matters
About: 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
Key Formats: Roadside: Large and small-format locations nationwide including The Platinum Collection of premium sites such as the M4 Torch and Old Street Roundabout, national 6-sheets and national StreetTalk phone kiosks. Rail: National networks of large and small format digital and poster sites, key locations such as Euston Motion and immersion zones that deploy wraps and digital screens. Malls: National digital networks across premium malls including the high-profile M-Vision portrait screens and a national digital 6-sheet network. Supermarkets: National 6-sheet networks at ASDA, Tesco, Morrisons and Waitrose. JCDecaux Airport: Digital and high impact media space at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, Eurostar at St. Pancras International, London Luton and Eurotunnel. Experiential: JCDecaux Live reaches audiences at multiple locations including Covent Garden and Canary Wharf, London Underground, UK airports, premium malls, national rail stations, student unions and leading venues from ExCel London and the LG Arena to the NEC.
Geography: Nationwide across environments in all the key cities across the UK
Areas for Investment: Roadside: Continued investment in digital following the digitisation of The Cromwell Road Digital Gateway. 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. Digital investment at Tesco. Airport: JCDecaux Airport will unveil digital and high impact media space for Heathrow Terminal 2 launch. Experiential: Newly launched division JCDecaux Live links experiential to screens in malls and rail stations and is set to expand the multi-environment portfolio further.
Research: Exclusive and bespoke insight from JCDecaux’s Connected Commuter and Connected Youth communities. ‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport.
Strapline: Engaging audiences
About: 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.
Key formats: Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPs Bus: T-Sides, Supersides, Streetliners, Bus Interior Panels Retail: LCDs, Large format LEDs in Westfield London and Stratford and One New Change Rail: 48, 16, 6, 4 Sheets, LCDs
Geography: London If you want to talk to the influential Londoners, we own London with 80% of panels including London Underground, DLR, London Tram, digital, Buses, National Rail & Westfield. Sole rights to London Underground. Exclusive contractors to Westfield, London, Westfield Stratford & One New Change.
National Bus: 34,000 buses on 12,000 routes travel around the UK’s urban centres daily and 5.2 billion passenger journeys per year in the UK National Rail: 30% of entire National Rail coverage (100% in Wales, 77% in Scotland, 75% in England). This equates to an annual footfall of 408 million.
Key areas for investment Expansion of our National Rail & London Underground digital assets Illuminated New Bus For London Kings Cross digital escalator panels expansion Performance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October. Birmingham Express – Roadside digital panel Increasing retail offering
Research Exterion Media’s urban audience panel work.shop.play. provides us with weekly insights into the urban audience. It is the largest urban audience online research panel of 10,000 people aged 16-55 from London & other key UK urban areas
The London Worker Planning Tool provides information on all London workers, including the 700,000 who don’t even work in the capital. It is a quantitative study to understand London workers who are drawn to the capital to work, shop and play. Using an online survey of over 3,000 respondents, data has been fused with TGI and Touchpoints to give deeper insight into London workers.
We have dashboards hosted at http://www.exterionmedia.co.uk/insight/ where you can tap into this rich stream of info.
Strapline: Results are our culture
About: 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.
Geography: National coverage with sites in all major cities across the UK and Glasgow Underground
Investment: Primesight has spent millions in recent years investing in our estate and portfolio including: HD 48’s, HD 96’s Backlights Illuminations- i.e. 6 sheets outside key convenience stores Illumination enhancement project via LED Digital, 6 sheets DEPs x48 Ongoing audit of panels across the UK is continuous Recent improvements have been made to key sites such as Waterloo/ Elephant and Castle
Apple Pay: Narrowing the Gap Between Posters and Purchase
As Apple launches its latest range of devices, James Davies, chief strategy officer at Posterscope, says the out-of-home sector has a lot to be excited about. Around the world, millions of people waited with bated breath on Tuesday night for the unveiling of Apple’s latest suite of potentially game-changing innovations. With a new 4.7 inch iPhone 6, 5.5 inch iPhone 6 Plus and the hotly anticipated Apple Watch announced, fans were not left disappointed and neither was the out-of-home (OOH) industry. Both the iPhone 6 and iPhone 6 Plus offer Apple Pay, an NFC-enabled mobile payments system that allows owners to upload their credit and debit card details to Apple’s Passbook app and then use their phones as mobile wallets. Not only does this make paying for goods while in-store a simple matter of holding your phone up to a card reader while pressing the Touch ID button, but it makes shopping on a mobile device far quicker and easier. It will bring a whole new level of mobility to mobile payments as it removes the need to register for websites or spend time filling in lengthy payment forms. Instead, all of the necessary payment information will be stored in the Passbook app and making a purchase will be a simple matter of clicking the ‘Apple Pay’ button, meaning shopping while on the move will be a much more efficient and speedy process. This won’t fundamentally change the way people interact with poster sites, but what it will do is bridge the gap between poster and purchase. Just as iTunes transformed how we bought and listened to music, Apple Pay will revolutionise the way people pay. Rather than seeing a poster advertising a new pair of shoes for example, searching for it on a mobile device and then registering personal, payment and shipping details, consumers will be able to buy the shoes as soon as they view them on their phone. It will remove the hassle of mobile shopping by effectively turning it into a one-click payment process. By reducing the friction involved, Apple Pay will narrow the gap between seeing an OOH campaign and making a purchase and that is an exciting prospect for the industry. Not only will the new payments system open up greater opportunities for OOH campaigns to directly influence the purchase decision, but it will also make it easier to track the effectiveness of a particular campaign. Depending on how Apple opens up the technology it may eventually become possible to use Apple Pay to make direct purchases from OOH sites, however, this will become clearer in the coming weeks as further details of the new system emerge. Apple isn’t the first to enter the NFC payments market, with names such as Google, ISIS (now called SoftCard), and CurrentC having started to attempt to introduce mobile payments to the masses. So far uptake has been slow; however, with more than 220,000 US retailers already signed up to roll out Apple Pay technology and 800 million iCloud accounts already in use, Apple is in a strong position to propel a previously niche market into the mainstream. Even though Apple uptake in the UK isn’t as strong as in the US, with Android dominating around 60% of the UK smartphone market, it won’t be long before we see the “Apple effect” take hold of mobile payments and open up new opportunities for the OOH industry. Although Apple’s latest unveiling may not have provided all the answers the OOH industry was looking for, it has certainly raised some interesting questions around the impact of mobile payments on OOH campaigns. As more details emerge of Apple’s plans to wean the world off its addiction to cash, I look forward to seeing how brands will capitalise on the opportunity to more closely align poster campaigns with sales. Via: MediaTel
Paul Carolan Joins Clear Channel UK
Clear Channel UK has appointed Paul Carolan as Commercial Strategy Consultant. In this new role Paul will support the development of Clear Channel’s sales strategy for its next generation product portfolio. Paul takes up this interim role this month and will report to Clear Channel UK’s Commercial Director Chris Pelekanou. Prior to joining Clear Channel, Paul spent three years as the UK Commercial Director at JC Decaux. He has also held a variety of senior commercial roles at Absolute Radio, Microsoft Advertising and Virgin Radio. Paul’s new role is the latest in a series of senior commercial appointments at Clear Channel UK, who have recently announced the appointment of Mark Smith, who joins from Kinetic as Agency Director and Aimee McKay who will join as Director of Clear Channel’s super-premium digital brand Storm, in 2015. Via: Clear Channel
Primesight to Roll-Out New Digital Roadside Panels Across UK
Primesight has announced the launch of Network, a new digital proposition that will see the roll-out of a number of roadside panels across the UK. Currently the only national digital roadside out-of-home initiative in the country, the roll-out will allow advertisers to combine traditional posters with the same sized digital formats in an effort to “amplify messaging” during a campaign’s most relevant periods. The roll-out will begin with five panels across London, Edinburgh and Glasgow. In London three new digital sites will be available for advertisers on Shoreditch High Street, Commercial Road and Wandsworth Bridge Road, bringing Primesight’s total digital sites in the capital to 12. The digital sites in Scotland will include the M8 – the country’s busiest motorway heading towards Glasgow city centre – while the new sites in Edinburgh will be located on Salamander Street where they will target commuters and traffic travelling west into the city. The second phase of the roll-out is expected to happen later this year and will see new digital panels in Bristol, Cardiff, Leeds, Liverpool and Newcastle. Primesight hopes to achieve 50 new digital panels by the end of 2015. Via: Media Tel
McKay Returns to Clear Channel as BlowUp Hires Kinetic’s Russell
Storm, Clear Channel UK’s premium digital out-of-home brand, has hired the BlowUp Media sales director, Aimee McKay, as director, as BlowUp Media hires Kinetic’s Simon Russell as head of sales. McKay will lead the Storm brand and report to the Clear Channel UK commercial director, Chris Pelekanou. She will start in early 2015 and in the meantime, the Clear Channel sales director, Martin Corke, will lead Storm. It is a return to Clear Channel for McKay, who spent 13 years there in a number of senior roles before leaving for BlowUP Media in 2011. Russell is stepping into McKay’s shoes after ten years with Kinetic, latterly as a group account director. Prior to Kinetic, Russell spent four years at Carat Business. Via: Brand Republic
The Media Landscape June 2014: Global Adspend Forecast
The mid-year adspend forecasts from ZenithOptimedia and GroupM indicate a positive outlook on the global advertising market from this year to 2016. ZenithOptimedia predicts adspend in the next couple of years to grow in line with increasing GDP levels globally at around 5.7%. The company believes adspend growth could be higher were it not for the ongoing conflict in Ukraine and subsequent economic sanctions imposed on Russia. GroupM’s forecast for global adspend is slightly lower in comparison, staying close to the 5% level for the next two years.
Key Points Both forecasters expect Outdoor to grow in line with Global Media to 2015 Latin America enjoys highest adspend growth forecast due to 2014 World Cup & 2016 Olympics North America predicted to lead ad expenditure growth among mature markets; Low but positive adspend increase in Northern & Central Europe Top 3 advertising markets in 2016 forecast to be USA, China and Japan
For the full report please click here. Via: JCDecaux One World
Smith Replaces Weston at Clear Channel
Clear Channel has hired Mark Smith, the planning operations director at Kinetic, in the new role of agency director, replacing Ged Weston, who is joining Eye Airports as sales director.
Smith will work with Posterscope and Talon Outdoor and their media agencies, and with the other agency director, Kerry Hindhaugh, who handles Kinetic and its media agencies.He will report to Martin Corke, the Clear Channel sales director. Clear Channel recently promoted Corke to its UK management board. Smith was the client service director at Kinetic between October 2010 and July this year, before becoming planning operations director. He will join Clear Channel as agency director in October. Smith, who was at Kinetic and its predecessor Poster Publicity from 1998, was business director from 2004 and then a strategic planning director across EMEA between 2008 and 2010. He started his career in sales at TDI, now Exterion Media. Chris Pelekanou, the commercial director at Clear Channel, said: “Mark’s appointment will get us closer to our advertising partners and make sure we continue to help brands reach their audiences. “His knowledge and passion for out-of-home will be invaluable with so many exciting changes on the horizon.” Via: Media Week
Collaboration is the Key to the Future of European OOH
The Out of Home (OOH) sector currently sits on a launchpad. After one of the worst recessions in living memory, the advent of digital, social and mobile marketing, and the resilience of TV and print advertising, many doomsayers predicted the demise of OOH. Yet, latest figures from the Outdoor Media Centre have revealed that UK OOH advertising saw a 6.4% rise in Q2 2014, equating to over a quarter of a billion pounds, compared with the same quarter in the previous year. This represents the fourth biggest quarter of spend in the medium’s history. This naturally makes for very encouraging reading for me and, I would imagine, the likes of JCDecaux, Clear Channel, Ocean and Primesight. Despite OOH showing bullishness however, the question that really strikes me is, how do we as an industry maintain the growth and achieve a bigger slice of the advertising pie? The answer lies in collaboration. In other words, we have to make it easier for advertisers to buy from us, to see what they are getting and to understand how that fits with the rest of their plans. For years, individual players have scrapped, innovated internally and embraced aspects, such as digital and interactive OOH at different rates and in different ways. Overall, it’s been a highly fragmented approach. The major players in the industry need to come together, pool their collective resources and offer both advertisers and consumers a more intelligent form of advertising. This wouldn’t be the first industry where collaboration has been the key to ensuring its evolution. Look at the success of Thinkbox in the UK, which has established itself as the marketing body for all commercial television and exists solely to help advertisers get the most out of television. There is no reason why we can’t instil a similar dynamic in the OOH sector. We can do this easily through a number of ways. Firstly, if all the players were to group their databases of insights on consumers, OOH’s proposition would be even more powerful. Take Route as an example. Route is the audience research body for UK OOH media, with behavioural insights on 34,000 consumers. This is a good start and has laid solid foundations. However, if all the players in the industry were to collaborate, there would be a base of millions to analyse. This is a hugely powerful differentiator when looking to attract new brands and campaigns. Collaboration around digital is another area that needs a serious boost. The same figures from the OMC show that digital OOH had its strongest quarter ever, with 30 percent year-on year growth. Take mobile for example. I came to this role from Telefonica where I had the opportunity to see, first hand, the potential of mobile within advertising. A variety of mobile and digital technologies are currently being integrated in to OOH during trial phase or as a bolt-on, which represents a huge opportunity to build upon. The industry needs to come together and commit to integrating digital technology, based on both consumer and advertiser research (ie what works, what doesn’t) into its proposition, so it can offer a consolidated format that actually resonates with both audiences. We are at a tipping point for the industry. We have a great opportunity to come together and accelerate the growth of OOH’s share of the marketing budget. Look at what happened with mobile ad spending in the UK. I started at Telefonica when it was a sub £10 million industry. eMarketer now predicts it will crash through the £2 billion barrier this year. I’m determined to instil this level of collaboration, starting in the UK and then branching across Europe. Shaun Gregory is chief executive of Exterion Media. Via: The Wall Blog
Cannes Effectiveness Awards 2014- OOH in 92% of Shortlisted Entries
Warc has once again produced a helpful analysis of the Cannes Effectiveness Awards. In the 2014 awards, Outdoor was even more prominent than in 2013. Outdoor was used in 92% of shortlisted entries, second only to social media (100%) and ahead of VOD (67%) and TV and newspapers (both 58%) WARC states that “Traditional channels were key to shortlisted campaigns, in particular outdoor (used by 92%), amplified by owned and earned social media. Only 58% of the shortlist used television, compared to 83% in 2013. Outdoor seems to be increasingly a strategic choice for lower budget campaigns and may be a way to quickly achieve mass coverage in markets where television audiences have become fragmented.” Click here for the full presentation. Via: Outdoor Media Centre
Digital OOH Adspend to Rise 11%
Global digital out-of-home (DOOH) advertising revenues are expected to increase to 11.3% in 2014, buoyed by an improved global economic outlook and increased adspend in certain categories, a new report has forecast. According to research firm PQ Media, this will be an improvement on last year and it expects strong growth in the US this year on the back of increased adspend on healthcare and political campaigns. Global DOOH ad revenues increased 9.3% to $8.9bn in 2013, the report found, with Asia-Pacific accounting for $3.83bn and the US, the world’s largest national market, for $2.37bn. China followed with revenues of $1.87bn. US DOOH media revenues increased 8.7% in 2013 and were boosted by spending on healthcare, especially related to the Affordable Care Act. Asia-Pacific performed well because of a strong rebound in Japan and “surging growth” of 23.6% in Australia, PQ Media said, which also noted that Brazil recorded the highest worldwide growth of 41.9% because of digital investment ahead of its hosting of the FIFA World Cup. Although last year’s worldwide revenue growth of 9.3% was lower than in previous years, the report suggested that consumers are becoming more open to DOOH. Consumer exposure to DOOH media grew 7.2% to an average of 14 minutes per week in 2013 and it is expected to grow by a further 9.5% in 2014. PQ Media said consumer exposure will be driven by higher engagement with DOOH media deployed for the World Cup and the Winter Olympics in Sochi, Russia, but also by expansion of existing DOOH media on traffic-related sites in large cities. “Global digital out-of-home media revenues are on pace for accelerated 11% growth in 2014 following three consecutive years of slowing expansion,” the report said. “A dynamic combination of sporting mega-events, increased adspend on healthcare and transit video nets, and a streaking DOOH sector in Australia are expected to fuel the industry’s best performance since 2010.” Via: Warc
New Elonex Digital Screen Set to Target Busy A45 into Birmingham City Centre
A new digital advertising site is set to be unveiled on one of the busiest routes heading towards Birmingham City Centre. Digital Out of Home specialists, Elonex Outdoor Media has announced plans to add to its already impressive portfolio of digital roadside screens by building a new standout site in Birmingham on the A45, where high volume City Centre bound traffic is present at all times of the day. The new digital screen, which measures 24 square metres, will be located on the gable end of Delta View House, immediately next to a new Morrisons store on the busy A45/Coventry Road. The site is just two miles away from Birmingham Airport and junction 6 of the M42, on one of the major travel routes into Birmingham City Centre. Positioned to face all City Centre bound traffic and dominating its location, the new digital screen, which will be known as the A45 Mega 6, is full motion and will be visible to commuters from an incredible distance in a highly congested travel area which is renowned for huge dwell times. The new Elonex screen, which will provide the only digital advertising offering on that stretch of the A45, will deliver in excess of 10 million audience impacts annually and allow both national and local brands to target the location’s much sought after, captive audience in high impact digital format for the very first time. Via: Outdoor Media Centre
We Live in a Changing World
OOH Connectivity is high
There is increasing
New technologies are
Businesses and markets are
converging or fragmenting
People expect to do
Media is not only bought,
but earned and owned
Data is the new
We are Posters
Content Video Screens
or jet bridges)
Duty Free /
Retail Media &
Stands / Zones
as an ecosystem
OCS in Numbers
Total sample in UK
Countries OCS is run in
Number of hours saved by
the OCS macro per run
Number of OOH formats
analysed within OCS
Did you know…
that agree that
it’s a good idea
events on digital
Driven by technology…
The percentage of
containing a location
Smartphones are critical
shopping tools with
having researched a product
or service on their device
The percentage of
smartphone users who
look for local information
on their phone with
taking action a result
The number of NFC
transactions in the
UK every minute
The number of people who
access Facebook at least
once a day on a mobile
And consumer expectation
The number of Facebook Places
check-ins at the O2 Arena-the
UK’s number one place to
The number of internet
connected devices UK
consumers use on
The percentage of
The number of contactless
bus fare payments made in
London since December
Influencing Digital Behaviour: Driving
Influencing Digital Behaviour:
Driving Search: Social Media
Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR
"poster" OR "billboard" OR "OOH" OR "outdoor"
OOH Chart Title
Popularity – Total Mentions on Twitter – 3,069 over period
Media Revenue Growth
1999-2014 Media Revenue
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f)
Source: Aegis Media & WARC
Annual total media spend in £m
Q1 Q2 Q3 Q4
Media Revenue Q2 2014
Total 2013 - £989.6m (2.0% YOY) Source: OMC
Top 10 Categories
The top OOH spending categories: July 2014
Telecoms Drink Finance Retail
social & political
Note: Data up to 31st July 2014
The top OOH spending advertisers: July 2014
Note: Data up to 31st July 2014
Spend Trends- Roadside
Spend by OOH format: July 2014
Note: Data up to 31st July 2014
Spend Trends- Transport
Spend by OOH format: July 2014
Note: Data up to 31st July 2014
Consolidated Market Place
Others Est. Market share based on revenue
Media where it matters
About JCDecaux Key Areas For Investment
Roadside, rail, malls, supermarkets, airports and
Geography Proprietary Research
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
About Clear Channel Key Areas For Investment
Roadside, supermarkets, shopping malls, digital portfolio,
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
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 Exterion Outdoor Key Areas For Investment
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
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham 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.
Results are our culture
About Primesight Key Areas For Investment
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,
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
About Ocean Outdoor Key Areas For Investment
Large-format digital, iconic landmark and super-premium
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
Regional 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
Ocean Outdoor reported revenues of £23.4 million in 2012