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The Real World December 2012

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The Real World is a monthly market update featuring latest news, innovation, campaigns and imagery

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The Real World December 2012

  1. 1. The Real World2012December updateConnections18/12/2012
  2. 2. What just happened
  3. 3. How’s out-of-home
  4. 4. Out-of-home Showing growth300 +3% +10% +25% +1%250200 OOH Revenue150 2010 2011100 201250 0 Q1 Q2 Q3 Q4
  5. 5. Media Revenue GrowthIndexed against 2002 Expenditure 160 140 TV 120 Newspapers 100 Magazines Radio 80 Cinema 60 OOH 40 1 2 3 4 5 6 7 8 9 10 Source: Aegis Media & WARC
  6. 6. Here to stay
  7. 7. 36% increase in live concert goerssince 2004 Free time activities nowadays +23% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  8. 8. +17% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)12/18/2012
  9. 9. +23% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  10. 10. 12/18/2012 +19% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  11. 11. +37% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)12/18/2012
  12. 12. +11% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)12/18/2012
  13. 13. +27%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
  14. 14. Rail +58% Tube +23% London bus +90% 12/18/2012Source: National Travel Survey 2010 comparingAverage distance travelled 1995/97 and 2010
  15. 15. More variety c.36,847 <200 gyms new pubs & in the UK in First UK 2011 cinema restaurants late 80s. Starbucks Admissions have opened Today there launched in were over in UK since are over 1998 171m 1963 6000. 91% of the UK population own/use a mobile phone
  16. 16. The future is bright 2010 2011 2012Revenue +12.5% +1% +7% 2010 2011 2012 Cost per thousand 5% 0% 0% Source: OMC/Posterscope estimates
  17. 17. Understanding The Audience
  18. 18. Deeper understanding Mon-Fri Sat-Sun 14 12% of total universe 10 8 6 4 2 0 Daily internet activity Base: All Adults (49,264,000) Source: IPA Touch Points 4 (2012)
  19. 19. Deeper understanding New insights/additions include.....Mobile internet use Shopping behaviours Mood state(notably iPads) Digital screens Social networking TV viewing platforms
  20. 20. Deeper understanding heavy mobile web users are 65% more 65% likely to visit a price comparison site after seeing an OOH advertisement of all adults have searched online after 20% seeing an advertisement Men regularly purchasing products with 201 their smart phone indexes at...
  21. 21. OOH and the Consumer JourneyMcKinsey Journey OOH drives search OOH = Right Time, Location, Mindset OCS Generating Search OCS Moods / Channel Selection Posterscope Oohgle OCS Rational / Emotional InsightOOH generates “Fame” to get Mindshare/OMC Media Owner Site Specific, Touchpoints on consideration listOCS “Being Known & Liked” 1000s – Pre & Post Awareness Mindshare/OMC Research Screen Culture/Interactivity OOH prompts Outdoor Drives ActionConversations/Content Sharing at POSOCS – Generating Earned Media OCS Notice/Respond to “Passionate Social Networkers” OOH when shopping Sociable Media EPOS ResearchCase studies: e.g. Atheist Bus”/”Time to Consider” (CBSO) OOH Impacts Post Purchase Real Lack of existing Research Look into Choice Reassurance, Rewards, and generate McKinsey Consumer Journey Brand Loyalty
  22. 22. How happy?
  23. 23. The real-time city is real12/18/2012
  24. 24. New Postar Roadside London bus London Underground Rail National Bus Supermarket Malls Airports Taxis New Travel Survey Leisure 23,000 respondents 9 days 2 w/e + 5 weekdays Roadside: 120,000 panels - know who respondents are All environments: 450,000 frames – demographics - know where they go - know when they go - know how often
  25. 25. New Postar – the benefitsGreater Accountability – Coverage & frequency on combined OOH campaignsBespoke delivery system through TelmarMoves from Reporting to Planning toolPotential to move OOH from solus panel rate trading to audience tradingConstructed to be future proof for new environments
  26. 26. Who’s selling
  27. 27. Consolidated market place OthersSource : Posterscope Estimates
  28. 28. Increased investment in sites +0%
  29. 29. Who’s buying
  30. 30. Top 10 categories-2.76% 4.38% 22.33% 6.95%-5.36% 18.20% -3.29% -1.27%24.58% 14.35% Top 10 advertiser categories, Jan – Oct 2012
  31. 31. Who’s spending? £33.5m £13.6m £13.3m £11.6m £11.3m £10.8m £9.8m £9.6m £9.1m £8.5m Top 10 advertisers, Jan – Oct 2012
  32. 32. Increases for 6 Sheets £185m £55m £74m 31% share 9.2% share 12.6% share Spend by format, Jan- Oct 2012 Source: Ebiquity
  33. 33. How’s digital
  34. 34. UK leads global digital market c. 8% share of digital screens Worldwide 86 media owners 126 networks 49 environments (20% unique to digital) +200,000 screens (excludes Piccadilly Circus & SkyPub/Setanta) Delivers, on average, 342 Million net impacts per typical 2 week campaign
  35. 35. Environments co-op stores bp petrol stations spar stores bars, pubs & clubs shopping malls taxis petrol station shops concerts & events tesco london underground hair salons city centres football stadia doctors surgeries bus interiors offices media agencies universities student unions pharmacies rail stations theme parks bus termini wearable screens golf courses train interiors bus supersides digital advans & trucks cinemas leisure complexes thomson travel agents exhibition centres hospital ante-natal units post offices schools gyms airports dentists sub-postmasters university libraries
  36. 36. Digital 17.5% of OOH spend200180160140 3.8% of OOH120 spend100 80 60 40 20 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Hyperspace estimates
  37. 37. 75% revenue from transport, citycentre and roadside formats Est. revenue by category transport roadside & city centre retail Leisure health, beauty and fitness education other 83% of all UK impacts
  38. 38. Changing landscape44%of impacts are deliveredoutside of London Author
  39. 39. Dynamic use of digital
  40. 40. Great campaigns.....
  41. 41. Stuff we liked
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  111. 111. 12/18/2012 www.pioneeringooh.com
  112. 112. 12/18/2012 www.pioneeringooh.com
  113. 113. 12/18/2012
  114. 114. What are we thinkingabout
  115. 115. We live in a real world where...New technologies are Data is the new raw Media is not only Businesses andcontinually emerging material bought but earned markets converge or and owned fragment Competition is People are on the The pace of change is OOH must be fierce, choice is move and expect to faster than ever chameleon-like to infinite do before thrive in that anything, anywhere environment…
  116. 116. We’re re-defining Out-of-Homeas a new ecosystem; inter-connected and inter-dependent Ads Google Platforms Services Posters Public spaces Networked Facebook Video Screens Content Mobile etc People Owned OOH Technology & Places (e.g.. delivery vehicles, buildings) Laptops Amazon Commerce & Coupons Retail media & Tablets assets Physical Experiences Apps & Apple Games Data
  117. 117. 71% 55% of Twitter traffic is of 16-24 year old UK internet users on mobile devices access it while out and about Source: KPCB internet trends Source: ONS/BBC Over 1 in 3 85% of new handsets will of smartphone users have performed a be able to access the mobile search after seeing a billboard Source: Google Mobile Movement mobile web Source:Gartner2010500 millionpeople globally access Facebook via mobileSource: Facebook
  118. 118. OOH and the internet
  119. 119. CONTENT MOBILITYThe content they consume What they do and how they and how they consume it do it in different places CONNECTED CONNECTED CONSUMER DEVICES SOCIAL COMMERCEHow they connect interact What they buy and how and share they buy it
  120. 120. TV WebsitePoster Cinema Gaming console
  121. 121. Interactive, conExhibition nected, digitall stand y social experience
  122. 122. Computer Radio TVPhone Gaming console Debit card Travel card
  123. 123. .....watch something www.Pioneeringooh.com
  124. 124. .....watch something 12/18/2012
  125. 125. ....be the star 12/18/2012 www.Pioneeringooh.com
  126. 126. .....Search Clients Name Accreditations www.Pioneeringooh.com
  127. 127. .....search visually www.Pioneeringooh.com
  128. 128. ..... or by voice www.Pioneeringooh.com
  129. 129. ....get recommendations www.Pioneeringooh.com
  130. 130. .....try it www.Pioneeringooh.com
  131. 131. …..buy it www.Pioneeringooh.com
  132. 132. ….. get a discount 12/18/2012 www.Pioneeringooh.com
  133. 133. …..check in www.Pioneeringooh.com
  134. 134. …..check out12/18/2012 www.Pioneeringooh.com
  135. 135. .....connect12/18/2012 www.Pioneeringooh.com
  136. 136. ..... across the country12/18/2012 www.Pioneeringooh.com
  137. 137. .... the continent 12/18/2012
  138. 138. .....or across the world ‘...a girl in New York waved at me...amazin www.Pioneeringooh.com
  139. 139. .....join in www.Pioneeringooh.com
  140. 140. .....play it 12/18/2012 www.pioneeringooh.com
  141. 141. .....pay it12/18/2012 www.Pioneeringooh.com
  142. 142. .....control it www.Pioneeringooh.com
  143. 143. .....control it www.Pioneeringooh.com
  144. 144. .....grow it12/18/2012 www.Pioneeringooh.com
  145. 145. ..share it 12/18/2012 www.Pioneeringooh.com
  146. 146. .....tweet it12/18/2012 www.Pioneeringooh.com
  147. 147. .....bring it to life www.Pioneeringooh.com
  148. 148. NFC mobile payments toexceed $180bn Worldwide by 2017 Source: Juniperresearch
  149. 149. http://www.youtube.com/watch?v=ORkuWJcJpXo Click here
  150. 150. 12/18/2012
  151. 151. Other reports
  152. 152. Geography of Time
  153. 153. What’s just happenedand whats coming up
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  169. 169. Where can I find outmore
  170. 170. The latest innovations,the best campaigns andessential industry news All in one place.www.pioneeringooh.com
  171. 171. The Real World2012December updateConnections18/12/2012

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