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The Real World August 2016

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The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some cool OOH campaigns.

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The Real World August 2016

  1. 1. 16/08/2016 The Real World August 2016
  2. 2. The Posters Laptops Tablets Duty Free / Retail Media & Assets Owned OOH (e.g. buildings or jet bridges) Networked Video ScreensContent Physical Experiences (sampling) Experiential Stands / Zones Platforms Apps & Games Commerce & Coupons Mobile etc Data Technology Ads People & Places Services / Utilities (e.g. wifi) Out-of-Home ecosystem
  3. 3. Understanding The Connected Consumer
  4. 4. OCS Constantly consumer- centric Constantly consumer- centric
  5. 5. 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 %
  6. 6. TouchPoints
  7. 7. Did you know… TouchPoints 43% of people say they often notice brands which sponsor sports teams and events Source: Touchpoints 6
  8. 8. Did you know… OCS 74% of 15-34 year olds say they notice digital advertising screens in Shopping centres
  9. 9. JCDecaux Connected
  10. 10. Clear Channel Tribes
  11. 11. Clear Channel Ngen
  12. 12. Exterion Insight Tools
  13. 13. Exterion Media work.shop.play
  14. 14. Our own research suite Primesight Primemobile Our unique market research technique, including the Primemobile Live Portal Prime Design Creative analysis tool EPOS Data (Measures sales uplift in convenience stores)
  15. 15. Data Driven Targeting
  16. 16. A pioneering new travel survey
  17. 17. Measuring audiences whilst OOH
  18. 18. Revolutionising the way we plan OOH
  19. 19. We Live in a Convergent World
  20. 20. 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 The wearables market exceeded $2 billion in 2015, will hit almost 3 billion this year and over 4 billion in 2017. More searches take place on mobile devices than on computers . 37% of all website visits come from mobile devices
  21. 21. It’s a convergent World… Gateway to Mobile content Networked OOH: Real Time Experiential OOH Owned OOH Interactive interfaces Live video streaming
  22. 22. Index of tweets vs. the norm in proximity to posters in Nottingham Data-led planning
  23. 23. Data-led planning
  24. 24. Data-led planning
  25. 25. Improved targeting through mobile data TRIPLED THE EFFECT of OOH media in terms of: • Ad Awareness • Purchase Consideration • Online Searches
  26. 26. Data-led planning
  27. 27. The Out-of-Home Marketplace
  28. 28. Media OOH Revenue by quarter Source: Outsmart / ** 2015 Q1 data is Posterscope estimate 204 207 213 213 209 228 239 211 209 229 243 259 249 212 214 269 256 258 271 252 256 259 277 294 310 0 50 100 150 200 250 300 350 2010 2011 2012 2013 2014 2015 2016 £m Q1 Q2 Q3 Q4
  29. 29. 0 50 100 150 200 250 300 350 400 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 UK Digital OOH Revenue Source: Outsmart
  30. 30. The top OOH spending categories: June 2016 Top 10 Categories Entertainmnt and leisure Cosmetic and Personal Care Motors Telecoms Business and Industrial Media Finance Drink £13.6m -15.8 Travel and Transport Total market £74.8 (-5.7%) Food £12.7m 6.9 £11.5m 47.3 £6.0m -17.0 £5.0m -4.4 £4.4m -38.0 £3.6m -28.5 £3.3m 245.5 £3.3m -20.4 £2.2m -23.8
  31. 31. The top OOH spending categories: January- June 2016 Top 10 Categories Entertainment and leisure Motors Telecoms Food Finance Travel & Transport Drink Cosmetics & Personal Care Media £13.2 49.9 £18.1 72.7 £22.5m 29.3 £23.7m -7.7 Government, social and political organisations Total market £399.5m (+11.3%) £67.3m -8.2 £43.3m 34.6 £42.4m -7.7 £37.7m 30.1 £36.0m 4.7 £28.5m 2.6
  32. 32. The top OOH spending advertisers: June 2016 Who’s Spending? £2.7m 212.2% £2.7m 54.1% £2.6m 368.8% £2.4m 90.7% £2.2m 104.8% £1.4m 78.9% £1.5m 18.7% £1.5m 2713% £1.7m -52.5% £2.2m 101.7% £1.6m -30.2%
  33. 33. The top OOH spending advertisers: January- June 2016 Who’s Spending? £16.6m 6.3% £9.2m 97.9% £8.9m 126.8% £8.4m 141.3% £6.5m 91.4% £4.9m 1635.6% £5.4m 17.0% £5.5m -26.1% £5.8m 1.2% £6.4m -12.2%
  34. 34. Spend by OOH format: January- June 2016 Spend Trends- Roadside £62.9m 18.2% Large Digital6s £134.7m 13.5% 48s £48.6m 0.3% 96s £12.8m -18.6% Specials £5.9m -8.7%
  35. 35. Spend by OOH format: January- June 2016 Spend Trends- Transport £51.6m 7.6% £26.7m 11.3% £21.4m -2.4% £32.1m 56.0%
  36. 36. Consolidated Market Place 35% 17% 23% 12% 8% 5% 2016 Est. Market share based on revenue OTHERS
  37. 37. In the UK JCDecaux provides opportunities on multiple formats across roadside, rail, retail, airports and the experiential landscape. Nationwide across environments in all the key cities across the UK. Roadside: Continued investment in digital across the country. Key new digital locations include The Salford Arch and first ever 84” D6’s in Edinburgh. Rail: Digital expansion continues across D6 and Transvision networks Retail: M-Vision expansion to further premium malls, and portfolio moves towards 100% digital with D6 development. Continued digital investment at Tesco Airport: Ongoing development in digital inventory at major UK airports. New iVision screens and increasing focus on dynamic content and live updates Experiential: JCDecaux Live is expanding the multi- environment portfolio further Connected Commuter and Connected Consumer, Power of Big ‘3’ from JCDecaux Insight. ‘Business Traveller 2’ Insight, Audience Typology, Luxury & Motors category presentations and Perceived Value Research from JCDecaux Airport. JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon when Jean-Claude Decaux installed the first advertising bus shelter. This local outdoor company is now a global media owner. Reporting €2.813 billion in revenue in 2014, JCDecaux is present in more than 70 countries worldwide and is market- leader in the UK. JCDecaux has recently been awarded the £500m TfL Street Furniture contract across a period of eight years. jcdecaux.co.uk About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
  38. 38. Nationwide across environments in key cities across the UK Ngen Our community of young, social and connected people gives us deep and rich insight and allows for on-going engagement for Clear Channel and clients. In 2016 our we’ll be asking our Ngen’s to explore our various advertising environments, so expect a wealth of insight on how their thoughts, habits, behaviours and moods change with each differing advertising situation. . . About Clear Channel Key Areas For Investment Key Formats Geography Proprietary Research + clearchannel.co.uk Clear Channel UK is part of Clear Channel Outdoor (CCO). Clear Channel Outdoor is one of the world’s largest outdoor advertising companies with a portfolio of solutions that reaches 600 million people in over 40 countries across Asia, Australia, New Zealand, Europe, Latin America and North America. Adshel, Adshel Live, Storm, Wrap, Billboards, Malls, Supermarkets, Socialite Adshel Live national roll-out With 300 already in the ground, we are in the process of rolling out 600 Adshel Live units, a network of digital and beacon enabled screens. Situated in premium locations, in over 30 towns and cities across the UK, they give brands the opportunity to engage with audiences using dynamic, interactive and real-time advertising creative. Storm expansion In 2016 we will continue our portfolio expansion across the UK’s top 10 cities, building on the seven new sites we delivered in 2015, which included the digitisation of the iconic Storm Cromination. Storm are now London’s number 1 super premium portfolio in terms of scale, footprint, audience and quality, always delivering Fame on Demand.
  39. 39. Underground, bus, retail (Westfield Stratford, Westfield London and One New Change), National Rail Formats include, 96s, 48s, 16s, 6s, 4s, LEP’s, TCPs, DEPs, LCDs, XTP’s, T-sides, Streetliners, Bus interiors, etc.) 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 All eyes on London Previously part of American-based CBS Corporation, CBS Outdoor International was sold in the Autumn of 2013 to LA-based Platinum Equity and rebranded to Exterion Media in January 2014. Exterion are currently involved in pitching for the TfL pitch which combine the ad sales for the Underground, the Overground, the Tramlink, the Docklands Light Railway (DLR), Victoria Coach Station and Crossrail, when it launches. About Exterion Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + http://www.exterionmedia.co.uk/
  40. 40. Roadside,Digital ‘Network’ cinema, Glasgow subway National coverage with sites in all major cities across the UK and Glasgow Underground Primesight has heavily invested in Digital by creating the first national roadside digital ‘Network’ of 48 sheets. It continues to expand as sites are rolled out across the country. Primemobile, Primedesign,, EPOS, Brain Works, Geofencing. Primesight has also recently innovated ‘Primemobile live’ – a real time marketing performance dashboard that allows you to view campaign progress in the moment Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK- based business which has a market share of 8% in 2014/15. primesight.co.uk About Primesight Key Areas For Investment Key Formats Geography Proprietary Research + Results are our culture
  41. 41. 61 screens & displays across 42 locations in 9 cities. Large-format digital, iconic landmark and super-premium banner locations including The IMAX. Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds, Bristol and Glasgow , , , , , and . Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. Ocean’s strategy of developing iconic digital land premium formats, is mirrored by its acquisition strategy. Areas of investment include… The Grid Ocean Labs Regional site expansion Neuroscience Research projects - The Science Behind the Art of Outdoor - Beyond Out of Home 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
  42. 42. Posterscope news, views and campaigns www.pioneeringooh.com
  43. 43. Can Media Campaigns Perform 13% Better?
  44. 44. AA Combines Visual & Audio Ads for Mass Audience Reach…
  45. 45. Air New Zealand Top Gun-themed event
  46. 46. James Blunt Serenades the Nation Through Customised OOH Sites…
  47. 47. Chariots of Fire Remembered in St Andrews…
  48. 48. Augmented Reality Extending the Potential of Out-of-Home…
  49. 49. OOH Industry News
  50. 50. 2016 Ocean Digital Creative Competition Entries Open…
  51. 51. Churchill Puts the Spotlight on Uninsured Drivers…
  52. 52. Multi-million Pound Boost From Bus Shelter Advertising…
  53. 53. Outdoor Plus appoints Chief Client Officer…
  54. 54. Ocean Outdoor Appointed Sales, Marketing and Advisory Partner for The Piccadilly Lights…
  55. 55. JCDecaux UK Joins the IAB…
  56. 56. JCDecaux’s Motion@Euston is Live!
  57. 57. JCDecaux Gets its Digital Outdoor Show on the Road…
  58. 58. Ocean Invites Manchester to Follow #thehumansensor…
  59. 59. Primesight Hires Teeman as MD…
  60. 60. Primesight and Talenthouse Announce Ultimate Canvas Winner…
  61. 61. Dearden leaves Clear Channel…
  62. 62. JCDecaux’s Iconic A3 Fin is Live!
  63. 63. Creative Review’s Art Showcase Across JCDecaux’s Screen
  64. 64. blowUP Media Launch New Victoria Station Site…
  65. 65. #BrutalCut Campaign by Weber Shandwick Raises Awareness of FGM with ActionAid UK…
  66. 66. Stuff we like
  67. 67. LEGO Encourages Parents to Spend More Time With Their Kids Using OOH Video Stunt…
  68. 68. Volkswagen “Volksparking” Basketball Hoop…
  69. 69. Lennox’s “Degrees of Perfect”…
  70. 70. Jazz Amsterdam Hotel “Built By Music”…
  71. 71. Grandpa Pranks Bodybuilders at Muscle Beach…
  72. 72. Europcar Present a ‘Carousel of Dreams’ for Grown-ups…
  73. 73. A Typographic Shadow Graffiti that Changes During the Day…
  74. 74. Castrol’s “The Vuvuliser” Combats Drink Driving…
  75. 75. Vote Leave Bus Promoting NHS Budget “lies” Hijacked by Greenpeace…
  76. 76. Fetch Create Giant Dog Bowl to Educate Pet Owners on Hydration…
  77. 77. Passersby Enter The Fantastic Problem Solving machine…
  78. 78. Sit Down to Save Lives in OOH Blood Donation Campaign…
  79. 79. Unsuspecting First-daters Quizzed About Finances and Exes in Secret Camera Stunt…
  80. 80. Persil Creates Giant Mud Volcano to Launch its New App…
  81. 81. Find Out More
  82. 82. Find out more...

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