02/07/2015
The Real World June update 2015
We are Posters
Laptops
Tablets Duty Free /
Retail Media &
Assets
Owned OOH
(e.g. buildings
or jet bridges)
Networked
Video Screens Content
Physical
Experiences
(sampling)
Experiential
Stands / Zones
Platforms
Apps &
Games
Commerce
& Coupons
Mobile etc
Data
Technology
Ads
People
& Places
Services /
Utilities
(e.g. wifi)
re-defining Out-of-Home as an ecosystem
Understanding The Connected Consumer
OCS
Constantly
consumer-
centric
Constantly
consumer-
centric
OCS in Numbers
6,765 Total sample in UK
7th Version
Release Date Feb 2015
100,000+ Global respondents
30 Countries OCS is run in
250 Brands now included on the
survey
41 Number of OOH formats
analysed within OCS
%
Did you know…
OCS
59% of all respondents
agree that placing digital
screens in open places
is a good idea.
TouchPoints
Did you know…
TouchPoints
On a Friday
76% of males
spend time
travelling..
Source: Touchpoints 2014
JCDecaux
Connected
Clear Channel
Ngen
Exterion Media
work.shop.play
Latest summary of OOH Insight & Trends
Posterscope Media Digest
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 and consumer
expectation…
1.1bn Connected Things will
be used by smart
cities in 2015
370 contactless
transactions are
made every
minute in the UK
+8% Q1 2015 global
smartphone value
versus previous
period
+95% Have researched a
product
or service on their
device before/during
shopping
1bn Smartphone unit
sales in 2014
40% Of social media
users share a
purchase on social
media
Gateway to Mobile Content: NFC
Networked OOH: Real-Time
Owned OOH
Experiential OOH
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"
0
50
100
150
200
250
300
350
400
Chart Title OOH
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
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 Revenue
Media Revenue Growth
Source: Aegis Media & WARC
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Internet
Outdoor
Cinema
Radio
TV
Magazines
Newspapers
Media
Year
An
nu
al
tota
l m
ed
ia s
pen
d in
£m
£0.0
£50.0
£100.0
£150.0
£200.0
£250.0
£300.0
£350.0
Q1 Q2 Q3 Q4
2012
2013
2014
2015
Media Revenue 2014 and Q1 2015 (est.)
Source: OMC / ** 2015 data is Posterscope estimate
Total 2014 - £1,019m (3.0% YOY)
+6%**
6.4%
0.6% 6.1% £m
UK Digital OOH Revenue
0
50
100
150
200
250
300
350
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: OMC/Posterscope estimates
3.8% of OOH spend
27% of OOH spend
Forecast
0
10
20
30
40
50
60
70
80
90
2011 2012 2013 2014
Q1
Q2
Q3
Q4
UK Digital Outdoor Revenue by Quarter
Source: OMC
Total 2014 - £271.2m (27% YOY)
£m
The top OOH spending categories: January - May 2015
Top 10 Categories
Entertainment
and leisure
Cosmetics &
Personal care
Telecoms
Motors
Finance Travel &
Transport
Drink Media Govt, social,
political
£58.4m
12.4%
£38.1m
2.3%
£27.6m
4.1%
£23.6m
6.3%
£21.9m
-15.5%
£7.6m
-30.0%
£12.0m
25.4%
£13.7m
1.5%
£20.3m
-20.9%
£20.7m
12.3%
Food
Total market £283m (+0.5%)
The top OOH spending advertisers: January - May 2015
Who’s Spending?
£12.0m
17.6%
£6.0m
13.4%
£5.6m
764.0%
£5.2m
53.9%
£4.6m
-7.9%
£3.9m
9.9%
£3.9m
124.9%
£4.0m
377.9%
£4.0m
68.8%
£4.2m
-6.0%
Spend by OOH format: January - May 2015
Spend Trends- Roadside
£42.2m
100.1%
Large Digital 6s
£92.1m
-13.6%
48s
£38.4m
1.2%
96s
£12.3m
-7.11%
Specials
£5.2m
56.5%
Spend by OOH format: January - May 2015
Spend Trends- Transport
£37.5m
4.7 %
£18.5m
-2.7%
£17.2m
-0.1%
£15.7m
-35.8%
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 include 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
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 is 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
Underground
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.
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 £60m 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 Grid
Ocean Labs
Regional site expansion
The Science Behind the Art of Outdoor
Ocean Outdoor, launched in 2005, 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
In 2014, Ocean Group acquired Signature Outdoor and in
2015 expanded further with the acquisition of MediaCo.
Ocean Outdoor reported revenues of £23.4 million in 2012
About Ocean Outdoor Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
oceanoutdoor.com
Posterscope news, views and campaigns from June
www.pioneeringooh.com
The future of OOH will be defined by innovation
by Glen Wilson, Posterscope UK
The future of out-of-home advertising 2050 by
Ben Milne, Posterscope Japan
Real time experiential fed by data. Michael
Brown, psLIVE
Robin Hall, PSI, presents People, Places….and
Persuasion
Pimm’s digital weather-activated posters directs
consumers to pubs with space
Microsoft promotes Cortana with the most
ambitious dynamic OOH ad campaign ever
Microsoft Cortana gets personal!
Santander use live TfL cycle data to promote
sponsorship of Boris Bikes
EMC use state-of-the-art motion capture
installation in an industry-first for airports
Société Générale wrap an entire tube to promote
Rugby World Cup sponsorship
OOH Industry News
AdGroup announces Primesight is the preferred
bidder for its UK airport specialist Eye Airports.
2015 Outdoor Lions winners from the Cannes
Lions International Festival of Creativity.
MOTO extends screen contract with Amscreen
Group
Outdoor Plus transforms Henlys Corner
Ocean Outdoor questions creatives at Cannes
Lions 2015
#NoIfsNoBots: Outdoor Wins Battle of Big Media at
Media360
Clear Channel study shows Outdoor advertising
positively impacts cities
Storm’s Piccadilly screen celebrates100 days until the
Rugby World Cup with live Periscope stream
Peel Advertising Signs sales partnership with Eye
airports
The selected artists of #TheUltimateCanvas have
been chosen
Amscreen’s Digital Signage Solutions employed
in Carrefour stores
Exterion Media and Telefónica UK create ground-
breaking new partnership for the OOH sector
Celebrities take their tweets to the street with
outdoor Plus
Stuff we like
The World’s First Billbed help homeless in Pakistan
Commuters donate to homeless charity via DOOH
Conveying the dangers of air pollution with huge light projections
Honey Beer create a ‘buzz’ with bee drones
White Walkers invade Britain but are they coming for you?
Passers-by get their faces up in lights in Times Square
Nescafé brought strangers together with a cup of coffee
The letters A, O & B vanish from around the UK for #MissingType
7/2/2015
Have you ever come across a box of dinosaurs?
7/2/2015
A clever billboard that helps you parallel park
7/2/2015
This ad for banned food in Russia hid itself
from the cops
7/2/2015
7/2/2015
Pop-up bar selling only tap water opened in
London
7/2/2015
Traffic cop shocks pedestrians in New York
after lifting a taxi
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