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Welcome to The ‘new-look’ Real World,Posterscope’s Out-of-Home landscape document that covers all the key facts and figures, market dynamics and drivers, revenues, new and relevant media and industry news and understanding the connected consumer.This document is updated on a monthly basis.
We live in a world changing at dramatic pace… 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).
The world is being transformed by technology, changing how people behave, especially when Out-of-Home…This is evidenced by the way we are having to re-define OOHTraditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too.Today’s OOH media infrastructure looks very different...For example, it incorporates all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail communications.Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a posterAnd there’s a whole range of things that can be layered on top of straight advertising;Services (search, public utility content on screens)Experiential conceptsPlatforms (Facebook, twitter)Content (YouTube, DOOH ‘programming’)Commerce (virtual store posters, downloadable vouchers)Games (on mobile, DOOH or both together)So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent partsWhat’s interesting about the OOH ecosystem is that it overlaps with other major global ecosystems e.g.;Google (video – YouTube, search, mobile display, Gmail, Google+)Facebook (website, mobile app/site, f-commerce)apple (iPhone, iPad, iTunes, iAds)Amazon (app, website, affiliate)But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationalsPosterscope aims to help bring a lot of this together.
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.
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 surveybased 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.
OCS is now present in over 30 of the Posterscope network countries with a total of over 100,000 respondents. In the UK the survey is now in its 5th incarnation, has a total sample size of 6,836 and incorporates almost 40 OOH formats in the analysis.
OCS enables us, for example, to understand how smartphone users interact with OOH which will in turn influence planning decisions.
IPATouchPoints is a unique, consumer-focused, multi-media database which has been produced in response to the needs of the communications industry, specifically to provide insights into how people use all media. TouchPoints’ Hub Survey provides a detailed view of ‘a week in the life’ of consumer behaviour. Respondents record their activities every waking half hour over a seven day period, giving a unique view of people’s daily lives and how their media usage fits into these patterns. TouchPoints, now in its 4th generation, is a two-pronged system which comprises of an e-diary and a self-completion questionnaire:The e.diary- Active purchasing each half hour. They also ask the respondent to tell themhow much they have spent if they have bought something. This allows them to find out more about purchasing behaviour in general. Where people are when they are buying – how much of it happens online or when they are out and about. Whether major purchases at the point of sale are made when people are with others or when they are alone. And of course to enable them to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions a screen of 12 emoticons have been added which respondents are asked to click on to reflect their mood state. The Self Completion Questionnaire: - More questions have been added on social networking and use of social media. - The technology section has been revised to reflect the ever changing technology market and questions about use of tablets and e books have been introduced.-In the television section respondents are asked about the platforms they use to watch content including ipads, internet connected televisions and 3D TV sets. -There are also new questions relating to product placement on television for the first time. And the VOD questions have been completely revised and expanded. - For radio respondents are now asked about radio listening via an app with frequency levels. -For newspapers and magazines respondents are now asked about readership via electronic devices for the first time, by title. - The outdoor section has been revised to include more questions about digital screens. - The gaming section has more questions relating to games played on the internet rather than just hand held devices. - The internet section has been radically revised and now includes many more frequency questions in terms of both sites used, activities on the internet and location of use.
VirtuoCity is a joint insight project between Posterscope and JCDecaux and was voted ‘Best Research Paper’ at the 2012 MRG Conference . It is a four minute driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondent’s eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the virtual city. These OOH variables included size, orientation, frequency and animation. The brand creatives and poster locations were rotated for different respondents, so the results were based on the advertising variables rather than the creative.VirtuoCity provides great insight into levels of fixation, recall and the ‘engagement index’ for OOH exposure elements.In future months we hope to transfer these learnings from the virtual world into the real world to plan OOH more effectively.
JCDecaux’s Connected Commuter, run by On Device Research, is a mobile panel of 1,500 rail commuters from London/South East and provides insight across a wide number of categories. Surveys have included finance, supermarkets, fashion, media, travel, motoring and insurance amongst others.In addition to this, in May 2013 JCDecaux launched its Connected Youth research initiative plugging in direct to 1,000 urban mobile-connected 15-24 year olds and enabling advertisers and agencies access to their opinions, habits and lifestyle choices. The Connected Youth community, also run through mobile research specialist On Device Research, gives brands up-to-the-minute insight from one of the hardest to access social groups. To further connect with this group JCDecaux have also developed an app to talk to its Connected Youth community on smartphone devices. JCDecaux will deliver short weekly surveys that will ensure advertisers get the information they need, when they need it. JCDecaux will also offer bespoke surveys at the specific request of agencies and advertisers to its Connected Youth community.
Ngen ,a unique audience insight community,was launched in June 2013.Dixons Store Group and Channel Five are among the brand partners for Clear Channel’s new audience insight community Ngen, which 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.Run in collaboration with Crowd DNA & Trajectory Partnership, Ngen ran for an initial 18 weeks, alongside two waves of quantitative online research in the summer and autumn of 2013. A dedicated website which can be accessed by Clear Channel and their partners houses insights gained from the research including photography, video, quotes, survey results, analysis and third party literature.A full report will be released in early 2014 capturing all aspects of the project.
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 CBS Outdoor 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 predicted total size of 10,000+ members by the end of 2012. Vision Critical host the panel on behalf of CBS Outdoor.
Route, which launched on February 26, 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 IpsosMediaCT 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.
Route, based on a sample size of 28,000, encompasses all outdoor environments – airports, buses, London Underground, National Rail, pedestrian shopping precincts, shopping malls, supermarket exteriors and all roadside frames. These environments will be added in stages – the launch data includes 360,000 frames for road, bus and tube. It is designed around hyper-local geography allowing you to select from 24 conurbations or the 14 BARB areas.
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, CBS, 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 2013http://www.thinkwithgoogle.comhttp://www.thinkwithgoogle.comMedia Week, 14th August 2013Evening Standard, 3rd June 2013LoveUKGoogle InsightBusiness Insider, October 2012Evening Standard, 3rd June 2013
Sources:Science Omega, 12th April 2013http://www.thinkwithgoogle.comhttp://www.thinkwithgoogle.comMedia Week, 14th August 2013Evening Standard, 3rd June 2013LoveUKGoogle InsightBusiness Insider, October 2012Evening Standard, 3rd June 2013
Examples of convergent OOH campaigns….March 2013 saw the launch of Posterscope, Proxama and Clear Channel’s latest OOH campaign for KFC. Utilising over 400 of Clear Channel’s NFC-enabled UK outdoor media sites, the campaign promoted KFC’s Hot Shots Box Meal and encouraged consumers to tap or scan for directions to their closest restaurant.All OOH site locations were stored on Proxama’sTapPoint™ platform. Tapping the NFC tag assigned to the panel redirected the consumer to a Google Maps page; this identified all of the KFC restaurant’s within their vicinity and provided them with walking directions to their closest one.The campaign ran for 2 weeks across the UK and gathered a lot of attention from passers-by. Many consumers interacted with the campaign via NFC and QR. Highlights included:- 60+ interactions per day-3rd most interacted phone was NFC-enabled-3rd of all campaign interactions were via NFC
The vast majority of global digital screens are internet connected (excluding China, where content updates are largely conducted physically). This enables content to be changed quickly and cost-effectively, plus allows advertisers to optimise activity in real-time, based on variables such as sales, search etc. Optimisation can involve anything from creative content featured, to airing location / time / day etc. Thus screens can be used reactively and tactically. Content can be redistributed from other digital sources – allowing for integration with other bought / owned / earned digital media and new data feeds, plus enabling a variety of other interactive and content-sharing options.LIVEPOSTER allows us to broadcast dynamic real time advertising to digital out of home screens. UK jobsite reed.co.uk is launched a digital out-of-home campaign featuring live vacancies as they are posted to the website. The campaign includes national rail and bus shelter ads from JCDecaux and Clear Channel and sits alongside the brands current TV push. Working with LIVEPOSTER, the out-of-home push features reed.co.uk’s ‘Love Mondays’ messaging, originally developed by Contagious ContentRead more at http://www.thedrum.com/news/2013/01/24/reedcouk-launch-digital-outdoor-push-liveposter#jTwBVyagCzVKMXP3.99
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
To celebrate the upcoming cinema release of TURBO: a high velocity 3-D family comedy about an underdog snail who kicks into overdrive when he miraculously attains the power of super-speed, Twentieth Century Fox and psLIVE built their own racing snail which was unveiled at the spiritual home of all things speedy over the weekend!Festival of Speed audiences were able to meet TURBO in the family area at Goodwood Festival of Speed from July 11th to 14th 2013. Guests were able to rev his engines to trigger the snails amazing light display for the chance to win a ride in the super charged snail. Turbo took part in the Hill Climb on Sunday 14th July 2013 at 13:15.
British Airways and psLIVE opened a six-day beachside Bank Holiday event in Brighton on Thursday 22 August. The extravaganza, #BABeachside, offered access to a ‘pop up’ Beach Lounge plus a very special experience to dine in the sky. Situated by Hove Lawns on Brighton seafront, each day was themed around a different destination you can fly to from Gatwick with British Airways, starting with Italy and followed by St Lucia, Lanzarote, Morocco, St Kitts and finishing with Mexico. Uniformed British Airways Ambassadors were situated in and around the city centre over the six days handing out 400 sticks of British Airways rock. Each stick gave access to the ‘pop up’ Beach Lounge or for the lucky few, the treat unveiled a very special prize to take a unique ‘flight’ to dine in the sky!
Online fashion retailer, Very.co.uk, launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One. The ‘window shop’ incorporated both NFC and QR code functionality which allowed passers-by with smartphones or tablets to scan and shop the collections on the Very.co.uk website. Purchases ordered before 9pm were delivered for free the following day. The windows featured three of Very.co.uk’s key festive trends, Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which were specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the e-tailer. The campaign was planned and bought by Posterscope and Carat.
During a fictional graffiti billboard campaign promoting the demise of GioCompario, Twitter saw a huge increase in buzz. OOH was the only live broadcast media during this period proving its power to influence digital behaviour. Brand Objectives:Increase brand considerationCreate a unique & authentic graffiti campaign in OOH Tactical Planning: Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
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.
Samsung held a live event in Portugal to showcase the capabilities of the Galaxy Note 10.1. An outdoor advertisement featured a remotely-located artist on a two-way digital screen, who was asked to draw caricatures of passersby in real-time.Those who stood in front of the interactive billboard could watch the artist live on the giant screen as he drew their picture. Instead of using paper and a pencil, he was given a Samsung Note 10.1 to create the caricatures.Afterwards, he revealed his drawings to the subjects and the pictures were also posted on Samsung Portugal’s Facebook page.
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.
Posterscope worked with digital and design agencies Work Club and AllofUs to create the “Window of Intensity” for coffee brand Carte Noire Instinct at Westfield Stratford. A shop window was transformed into a unique sensory experience combining sound and real-time generative visual effects across a five-metre LCD video wall. Using a live HD video feed, motion-tracking technology and Microsoft Kinect, the public see their surroundings transformed through visual effects ranging from immersive colour trails, weather alterations to crystallising patterns, triggered by motion and proximity. The closer the user is to the window the more intense the experience, emulating the intensity inside every tin of Carte Noire.
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 periodThe 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. http://lcc.org.uk/articles/strava-map-shows-hundreds-of-dunwich-dynamo-cycling-trips-from-london-to-the-norfolk-coast
OOH and mobile display media have a symbiotic relationship: audience, location and recency. However often planned in silos for each channel. Our approach is to integrate planning efforts to these OOH mediums. Right now, the consumer public is acting through their mobile after seeing a poster and vs. the national average the smart phone audience after seeing a poster are twice as likely to: check in, download the app, tweet, visit a brands Facebook page. With Nokia, we are pioneering in this space to test the effectiveness of planning with an integrated approach.
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.
Outdoor up 5.9% in Quarter 2 to £243mDigital revenues are now £52.3m, or 21.5% of the totalEight consecutive quarters of growth for outdoorThe Outdoor Media Centre (OMC), the trade body for outdoor media owners, announced that total revenues for April to June 2013 across all outdoor was £243.1m, which represents growth of 5.9% year on year. Digital revenues in the quarter amounted to £52.3m, which was 21.5% of the total. Digital revenue growth was up 37% year on year. “This quarter is exceptional in showing a pretty large uplift, on top of relatively tough comparatives. In 2012, outdoor grew 9.9%, and certain media owners were already capitalising on the Olympic hike in spend”, commented Mike Baker, CEO of the Outdoor Media Centre. “All growth is advertiser-led growth, so we are very pleased to see the continued investment from our clients. More advertisers than ever are finding outdoor relevant to their brands and are using the active space as a place to target their consumers.” Categories which spent significantly more in the quarter on outdoor include finance, drink, motors and household appliancesPosterscope estimates that OOH revenue in 2014 will be +3%, in line with total advertising growth.
Digital showed strong growth in 2012, particularly towards the end of the year, where it accounted for approximately 12% of total OOH spend. In 2013, digital spend has remained relatively constant and at a higher level on average than in 2012. The latest Nielsen data shows that to date, over £75m has been spent on digital OOH with the top digital advertising categories as follows: Expenditure (in £)Media 13,887,511Telecoms 10,714,287Entertainment & Leisure 8,591,973Finance 8,474,103Travel & Transport 7,100,896Drink 6,087,502Motors 5,168,750Govt, social, political Orgs 3,201,784Computers 2,508,038Retail 2,151,786 In addition to this, the top digital advertisers to date are: Expenditure News Intl Newspapers Ltd 11,553,575British Sky Broadcasting Ltd 3,596,428British Airways Plc 2,934,823HSBC Bank Plc 2,618,751Halifax Plc 1,935,714Hutchison 3g Uk Ltd 1,840,179Warner Bros Distributors (Uk) Ltd 1,782,142Heineken Uk Ltd 1,717,858Lloyds Tsb Plc 1,363,389Anheuser Busch Inbev 1,344,643*Data based on ‘large digital formats’ in Nielsen AdDynamix**No data available for 2011
January- September 2013 Sector 2013 2012 %difference Entertainment and Leisure £97.0m £103.2m -6.02%Telecoms £87.5m £91.0m -3.86%Finance £52.9m £30.4m 74.23%Motors £39.9m £38.2m 4.49%Drink £38.9m £46.5m -16.38%Travel and Transport £31.1m £34.6m -10.10% Retail £31.0m £34.6m -10.37%Electronics and Household Appliances £18.2m £12.7m 43.22%Computers £15.8m £8.4m 88.53%Food £14.3m £24.8m -42.26%Other £66.8m £75.8m -11.91%Overall market £546.3m £558.3m -2.16%Overall the market is down 2.16%...
NB: data is based on individual company as opposed to overall holding company which would show a different ranking. January- September 2013 Advertiser 2013 2012 %difference BSkyB £34.17m £31.92m 7.04%Samsung £16.85m £10.46m 61.10%Unilever £12.03m £5.67m 112.26%Vodafone £11.37m £9.52m 19.41%KFC £10.18m £8.69m 17.07%Lloyds Bank £10.13m £4.15m 144.31% Coca Cola £9.56m £10.99m -12.96%Twentieth Century Fox £9.35m £7.23m 29.28%Heineken £9.25m £7.01m 31.93%E1 Entertainment £8.65m £4.89m 76.76%Top 10 £131.54m £100.53m 30.84%
Media owner SOVJCDecaux 31%CBS 23%Clear Channel 21%Primesight 8%Others 17%
Strapline: Media where it mattersAbout:JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Reporting €2,623m in revenue in 2012 JCDecaux now operates in 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 UKAreas 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.http://www.jcdecaux.co.uk/
Strapline: Where brands meet peopleAbout: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 2012 posted revenues of $6.2bn 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.Key formats: 6s (Adshel, Sainsbury’s and shopping malls), 96s, 48s, Connect phone boxes, digital portfolio (D6s, M6 digital portrait tower, socialite, D48s, The Big Screen at the Trafford Centre), pinnacle (backlight 96s, halo mega 6s, banners and tower mega 6s).Clear Channel UK’s expanding digital portfolio includes LD6 in the capital, and desirable environments across the UK. Geography: nationwide Key areas for investment: special builds, digital and interactivity; Project X- Project X will bring a different approach to Out-of-Home with flexible campaigns that meet the changing needs of advertisers.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. Research: Ngenhttp://www.clearchannel.co.uk/
Strapline: Engaging audiencesAbout:Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. Key formats:Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPsBus: T-Sides, Supersides, Streetliners, Bus Interior PanelsRetail: LCDs, Large format LEDs in Westfield London and Stratford and One New ChangeRail: 48, 16, 6, 4 Sheets, LCDs Geography: LondonIf 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.NationalBus: 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 UKNational 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 assetsIlluminated New Bus For LondonKings Cross digital escalator panels expansionPerformance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October.Birmingham Express – Roadside digital panelIncreasing retail offering ResearchCBS’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 areasThe 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 www.cbsoutdoor.co.uk/insight where you can tap into this rich stream of infohttp://www.cbsoutdoor.co.uk/
Strapline: Results are our cultureAbout: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. Key formats:6 sheetsRoadside- 9517Cinema- 967Cinema digital- 13148 sheetsRoadside- 5674HD- 197BL- 37369 sheetsRoadside- 416HD- 110BL-63Glasgow subwayDEP- 486 sheets- 152Digital 6 sheets- 20Geography: National coverage with sites in all major cities across the UK and Glasgow UndergroundInvestment:Primesight has spent millions in recent years investing in our estate and portfolio including: HD 48’s, HD 96’sBacklightsIlluminations- i.e. 6 sheets outside key convenience storesIllumination enhancement project via LEDDigital, 6 sheetsDEPs x48Ongoing audit of panels across the UK is continuousRecent improvements have been made to key sites such as Waterloo/ Elephant and CastleProprietary insight: PrimemobilePrimedesignHitwiseEPOSShopwyreGeofencinghttp://www.primesight.co.uk/
Strapline: The Art of OutdoorAbout: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.Keyformats: Ocean specialises only in large-format digital (i.e. sites such as Eat Street @ Westfield London), iconic landmark and super-premium banner locations. 50% of Ocean's inventory is traded by day part, hour, minute or even gender.Geography: Oceans has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow. Key areas for investment: Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. The Grid: In September 2013 Ocean launched The Grid the UK's first large format, full-motion, city-centre network. The Grid consists of 7 key digital outdoor locations in London, Birmingham, Liverpool, Manchester, Leeds & Glasgow & has increased Ocean's UK coverage. Ocean Labs: Allows us to test the very latest Out-of-Home innovations such as gender recognition technology, sound showers as well as mobile integrated campaigns. We launched 4 new sites across the regions: Leeds city centre (first exterior DOOH screen in Leeds city centre), Glasgow & Liverpool.Research: The Science Behind the Art of Outdoor In part in response to Route research being launched, we recently commissioned some Neuroscience research that looks into the true impact of Out of Home advertising. Neuroscience identifies the wow factor at the heart of great outdoor. A theoretical model, grounded in neuroscience, says that to get great results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response serves memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviours.KEY NEUROSCIENCE LEARNINGS: Neuroscience identifies the Wow factor at the heart of Outdoor. Premium Outdoor sites generate stronger emotions by impacting the right brain.Digital sites offer elevated engagement because our brains are programmed to respond to changes in our environment.Creative, when framed by a premium site, works much harder for the brand.The most iconic sites have a powerful priming effect delivering elevated impact for the campaign beyond the initial viewing.http://www.oceanoutdoor.com/https://vimeo.com/73369556
The 2013 FMBX (Field Marketing and Brand Experience) Awards took place last night at the Marriott Grosvenor Square Hotel, with psLIVE dominating the ceremony and scooping the prestigious New Agency of the Year Award! In addition to this, they took home the Silver New Business Award (for their work for 20th Century Fox over the last twelve months) and won a Gold Award in Operational Excellence for their outstanding campaign for the Croods and 20th Century Fox. FMBX is the UK’s only awards ceremony fully dedicated to experiential and field marketing, making this an exceptional achievement for psLIVE. Headed by Michael Brown in the UK, psLIVE, which launched in April, is an international partnerships and experiential agency with offices in London, Milan, Madrid, Paris, Copenhagen and Helsinki. psLIVE fuses strategic and analytical skills with an international team of planners, creatives, producers, marketing communications specialists, and combines a unique team of partnership development experts with a broad network across the marketplace.
The London Underground inspired viral game Look for Longer launched on October 31st and challenges the public’s knowledge of the Tube network.The game debuted last year and attracted more than half a million players.Look for Longer 2 should be even harder to conquer! There are 100 stations to guess based on the best visual clues crowdsourced from members of the public.Players have until 15th December to go to the website (http://www.lookforlonger.com) and play the game.As soon as someone reaches a perfect score their name is automatically included in the #100club page of the main website. At this point they can download the exclusive #100club “twibbon” - a bumper-plate like sticker for a Twitter or Facebook avatar. There’s also a coveted prize draw. Entrants have an opportunity to win a Samsung Galaxy Camera, GoPro Camera, Nike+ FuelBand and Beats by Dr Dre headphones.
KBH On-Train Media, the outdoor media owner specialising in traincards, has won the contracts to install and sell on-board advertising on all First Great Western trains as well as on both the Gatwick Express and Stansted Express. The deals are part of a new business wave for KBH, and coincide with extensions to three other major train operating company contracts: Southern Rail (including Gatwick Express), Greater Anglia (including Stansted Express) and London Overground.The First Great Western win covers both the train operating company’s commuter routes from affluent, thriving West of England cities such as Bath, Swindon and Oxford; and also the long distance routes heading down the ‘M4 Corridor’ to South Wales and the South West. KBH will install 3,500 advertising traincards in over 640 First Great Western carriages across these routes.The Southern Rail increase of 2,700 traincards includes, for the first time, 770 traincards installed into Gatwick Express trains. KBH has doubled to 13,000 the number of traincards available on Greater Anglia routes, now including 500 on the Stansted Express. The First Great Western signing and the contract extensions mean that, when fully installed, KBH’s traincard inventory will increase by 27% to 63,000 traincards in 7,300 carriages.In addition, KBH has secured a two-year extension to its contract with London Overground, the main transport link for East London’s most up-and-coming areas including Hoxton and Shoreditch.
Naren Patel becomes chairman of OMCNaren Patel, the chief executive of Primesight, has been elected the chairman of the Outdoor Media Centre (OMC) Council, replacing former JCDecaux chief executive, Jeremy Male, who has moved to the US.http://www.mediaweek.co.uk/article/1216925/naren-patel-becomes-chairman-omc?DCMP=EMC-CONMediaAMBulletin&bulletin=mediaam
CBS Outdoor announced its new partnership with Proxama, the next generation NFC mobile commerce company. Proxama will become CBS Outdoor’s Near Field Communication (NFC) technology partner, and CBS Outdoor will be using their TapPoint™ platform for campaign content management and reporting across all six markets. Proxama and CBS Outdoor announced their first NFC project together in September of this year, with the launch of digital pods at Westfield London. The new partnership will be key for getting more people ‘tapping’ their smartphones to engage with brands, whether it is to enter competitions, take advantage of loyalty schemes, make a purchase or enjoy exclusive offers. By the end of 2014, CBS Outdoor is aiming to have over 5,000 media assets on the London Underground, 2,000 assets on UK National Rail with NFC, 30 shopping malls in Italy, 1,000 media assets at train stations in the Netherlands and a selection of shopping malls in Ireland.
Limited Space Media Group announces acquisition of Media 7Limited Space Events Ltd, a wholly owned subsidiary of Limited Space Media Group, has acquired the business of Media 7, a digital media provider to the international events industry. http://www.outdoormediacentre.org.uk/outdoor_advertising_info/news/Latest_News/item/5578
Amscreen has announced a partnership with Tesco and dunnhumby which will provide customer messaging and advertising opportunities across all 450 petrol stations in the UK. The real time digital media network will deliver engaging and dynamic content to a weekly audience of over 5 million adults. The Tesco network also represents the first to market national roll-out of Amscreen's audience measurement technology, OptimEyes; a system which is able to determine basic demographics such as gender, age, date, time and volume, all of which can help to deliver more measurable campaigns for advertisers, as well as more relevant on screen content for the Tesco customer. dunnhumby will further enhance the opportunity with market leading customer insight, to help build right time, right place, and right message customer engagement.
Route research sheds light on rail advertising audienceOutdoor advertising on the UK's rail network delivers 1.05 billion impacts a week, according to Route, the sector's audience research body."Big data", covering 70,000 out-of-home rail advertising sites, was used to analyse the way people move through 775 stations. It reveals that around a tenth of the population (9.8 per cent of men and 9.1 per cent of women) travel by rail each week.The age groups most likely to travel by rail are 18- to 24-year-olds (12.7 per cent) and 30- to 34-year-olds (12.6 per cent).Route, whose outdoor research now includes rail sites for the first time, combined GPS data, passenger data, observational research and recall work, and allowed for instances when travellers might visit restaurants and shops on the way to station platforms.It discovered that there are more than 50,000 ways to pass through London Victoria.London was found to be the region where people use the rail the most, with 21.6 per cent of people there travelling by train every week. Greater Glasgow, at 13.4 per cent, was the conurbation with the next highest percentage.http://www.campaignlive.co.uk/news/1216625/Route-research-sheds-light-rail-advertising-audience/
Art of Outdoor First PlaceOcean’s Art of Outdoor digital competition celebrates pushing the creative boundaries in digital out of home advertising and comprises of two categories: DOOH techniques and Interactive and Experiential. The awards ceremony took place at the IMAX earlier this month. LIVEPOSTER, Posterscope & Total Media took first prize in the DOOH techniques category with their entry for Tate Britain. PSI and Havas International came third place in the same category with their innovative concept for 'NET-A-PORTER Live'. Read more
CBS Outdoor UK becomes part of an innovative exhibition that gives a glimpse into the future of underground rail travel.‘Going Underground: Our journey to the future’, created by Siemens, in conjunction with London Transport Museum and CBS Outdoor UK, showcases future developments for metro-style trains and stations. The exhibition includes a full-size mock up of a brand new concept metro train- the Siemens Inspiro- which has been designed to set new standards in its class and address the diverse demands of public transportation needs within cities. A mix of interactive exhibits are also on display at The Crystal in Royal Victoria Docks for three months.Read more
CBS Outdoor UK increases its retail offering through new partnership with London Designer OutletCBS Outdoor UK has announced a new partnership with London Designer Outlet, the only designer outlet centre in the heart of London, located next to Wembley Stadium. CBS will install a series of digital totem displays at the centre, which is due to open to the public on 24th October 2013. Six of the totems will be located within the centre itself, with three further display units featuring along Wembley Park Boulevard – the main route of access to the centre.Read more
Clear Channel UK, Financial Times and i-movo partner to bring secure digital vouchers to the Mobile PlatformClear Channel UK has partnered with the Financial Times and i-movo to deliver digital vouchers to the ‘Adshel 2.0’ Mobile Platform. The innovative partnership allows consumers who tap or scan the interactive tags at Adshel panels carrying FT advertisements to receive digital vouchers giving them five free copies of the newspaper. The new partnership is part of Clear Channel’s strategy to open the Mobile Platform to innovative third-party technology providers. Read more
Clear Channel’s Storm to redefine premium out-of-home mediaStorm, announced under the code name ‘Project X’ in July, offers a portfolio of state-of-the-art sites, digital screens, high quality audiences and a unique approach to trading. The sites have been designed to showcase brands through the creative flexibility of full ownership, resulting in an offering that can be tailored to clients’ needs.Read more
JCDecaux to transform roadside landscape with largest ever digital investmentEarlier this month, JCDecaux announced the launch of a major initiative to double the size of its roadside digital portfolio. The first of the new digital screens will go live at the end of October, with 30 further screens planned to be live by the time of JCDecaux’s 30-year anniversary in the UK in 2014.Read more
Posterscope expands NFC and QR offering with mobile partnershipPosterscope has partnered with mobile company Proxama to extend its services in the NFC and QR sectors. The new services will be available through Posterscope's Hyperspace innovations group.The partnership will use Proxama'sTapPoint platform to deliver ‘real-time web-based reporting’ and content management solution that provides aggregated interaction data across all NFC or QR code-enabled Out-of-Home media inventory, including clients' owned media assets, such as in-store NFC promotions.Read more
Posterscope eyes enhanced Route usagePosterscope is exploring alternative uses for Route’s database by cross-referencing it with third-party sources to help brands target specific audiences Out-of-Home. Posterscope’s planning app will help advertisers target specific audience types by using data sets, such as TomTom, or TfL’s data, to enhance Route and better calculate the likelihood of people to see an ad frame in certain locations.Read more
Get in touch with us via:Our website- http://posterscope.com/Our blogs- http://pioneeringooh.com/Hyperspace portfolio- http://hyperspaceportfolio.wordpress.com/Twitter- https://twitter.com/Posterscope
We Live in a Changing World
Data is the new
Businesses and markets are
converging or fragmenting
People expect to do
Media is not only
bought, but earned and
There is increasing
OOH Connectivity is high
New technologies are
as an ecosystem
Stands / Zones
or jet bridges)
Duty Free /
Retail Media &
Did you know…
Telecomms was the
sector last October
On The Move
Did you know…
Source: Department for Transport
Around half of
e the 2012/13
OCS in Numbers
Total sample in UK
Number of hours saved by
the OCS macro per run
Number of OOH formats
analysed within OCS
Countries OCS is run in
Did you know…
The percentage of
people who have
after seeing an OOH
Driven by technology…
The number of NFC
transactions in the
UK every minute
The percentage of
containing a location
The number of people in the
UK who access Facebook
on a daily basis –
20m do so via mobile
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
And consumer expectation
The number of Facebook Places
check-ins at the O2 Arenathe UK’s number one place to
The percentage of
The percentage of
smartphone users who
access the Internet on
their mobile devices
The number of contactless
bus fare payments made in
London since December
Influencing Digital Behaviour: Driving
Influencing Digital Behaviour:
Search Search: Social Media
Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR
"poster" OR "billboard" OR "OOH" OR "outdoor"
Popularity – Total Mentions on Twitter – 3,069 over period
Media Revenue Growth
1999-2014 Media Revenue
Annual total media spend in £m
Source: Aegis Media & WARC
2013 (f) 2014 (f)
Spend Trends- Transport
Spend by OOH format: Jan-Sept 2013
Consolidated Market Place
Est. Market share based on revenue
Media where it matters
Key Areas For Investment
JCDecaux is a privately owned French OOH advertising
company, founded in 1964 in Lyon with a small business
based on street furniture.
Roadside: Continued investment in digital. Key new digital
locations set to launch including The M4 Tower and The
Holland Park Tower
Reporting €2,623m in revenue in 2012, JCDecaux now
operates in 55 markets worldwide and is market-leader in
Rail: Waterloo Motion set to launch at Waterloo Station.
Continued expansion of Transvision and D6 networks
Roadside, rail, malls, supermarkets, airports and
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
Nationwide across environments in all the key cities
across the UK
Connected Commuter and Connected Youth
‘Power of Influence’ research and new ‘Business Traveller
2’ insight from JCDecaux Airport
About Clear Channel
Part of Clear Channel Communications Inc, the Americanbased global media and entertainment company, CCO
was bought out by venture capitalists in 2008 and in 2012
posted revenues of $6.2bn 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
Roadside, supermarkets, shopping malls, digital
Key Areas For Investment
Special builds, digital and interactivity:
Project X- Project X will bring a different approach to Out-ofHome with flexible campaigns that meet the changing needs
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
About CBS Outdoor
Key Areas For Investment
Part of American-based CBS Corporation, the sale of
CBS Outdoor International to LA-based Platinum Equity was
announced summer 2013.
Increasing digital offering across Rail & London
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham Express Roadside digital
Underground, bus, retail (Westfield Stratford, Westfield
London and One New Change), National Rail
work.shop.play and London Worker Planning Tool
National with a dominant presence in London
Results are our culture
Key Areas For Investment
Jointly owned by GMT Communications Partners LLP and
the Primesight management team, Primesight is a UKbased business which posted turnover of £60m in 2011
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
Roadside, cinema, Glasgow subway
Primemobile, Primedesign, Hitwise, EPOS, Shopwyre, Geofenci
National coverage with sites in all major cities across
the UK and Glasgow Underground
About Ocean 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
Large-format digital, iconic landmark and super-premium
Ocean has a regional footprint that spans the following
London, Birmingham, Liverpool, Manchester, Leeds
Key Areas For Investment
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