Published on February 28, 2014
The Real World February 2014 28/02/2014
We Live in a Changing World Data is the new raw material Businesses and markets are converging or fragmenting People expect to do anything, anywhere Media is not only bought, but earned and owned There is increasing global mobility… OOH Connectivity is high Formats are converging New technologies are continually emerging
Ads Platforms We are re-defining Out-of-Home as an ecosystem Content Experiential Stands / Zones Mobile etc Commerce & Coupons Services / Utilities (e.g. wifi) Posters Networked Video Screens People & Places Owned OOH (e.g. buildings or jet bridges) Technology Laptops Tablets Duty Free / Retail Media & Assets Apps & Games Data Physical Experiences (sampling)
People & Places
Seasonal Stats Did you know… Source: Work.Shop.Play panel, August 2013
On The Move Did you know… Source: Department of Transport, 2014 Latest figures from the Department of Transport show a 2.2% increase in motorway traffic in the last quarter
Understanding The Connected Consumer
OCS Constantly Constantly consumerconsumercentric centric
OCS in Numbers % 6,827 6th 100,000+ Total sample in UK Version Global respondents 2.5 41 Number of hours saved by the OCS macro per run Number of OOH formats analysed within OCS 30 Countries OCS is run in
OCS Did you know… 41% The percentage of grocery shoppers that do their top up shopping on a Wednesday
TouchPoints Did you know… Across the average week, in store shopping peaks at 11am & online shopping peaks at 8pm
VirtuoCity Posterscope and JCDecaux
Connected Commuter/ Youth JCDecaux
Ngen Clear Channel
work.shop.play Exterion Media
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… 125 30% 24m The number of NFC transactions in the UK every minute The percentage of Google searches containing a location component 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 95% having researched a product or service on their device 85% The percentage of smartphone users who look for local information on their phone with 81% taking action a result
And consumer expectation 313,141 The number of Facebook Places check-ins at the O2 Arenathe UK’s number one place to check-in 62% The percentage of UK smartphone penetration 81% 1.5m 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
Gateway to Mobile Content: NFC
Networked OOH: Real-Time
Networked OOH: Public Utility
Influencing Digital Behaviour: Driving Search
Influencing Digital Behaviour: Driving Influencing Digital Behaviour: Search Search: Social Media Driving Social Media Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR "poster" OR "billboard" OR "OOH" OR "outdoor" Chart Title OOH 400 350 Mentions 300 250 200 150 100 50 0 Date Popularity – Total Mentions on Twitter – 3,069 over period
Online Controlling The Physical World
New Planning Data Index of tweets vs. the norm in proximity to posters in Nottingham
New Planning Data
Integrated Mobile & OOH Planning 270yd When navigating, mobile Ad is served within a 200m proximity to the geo – fenced poster site
The Out-of-Home Marketplace
Media Revenue Growth 1999-2014 Media Revenue 18,000 16,000 14,000 Media Annual total media spend in £m 12,000 Internet Outdoor 10,000 Cinema Radio 8,000 TV Magazines 6,000 Newspapers 4,000 2,000 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 Year Source: Aegis Media & WARC 2008 2009 2010 2011 2012 2013 (f) 2014 (f)
Out-of-Home Showing Growth 7.2% -4.8% 300 +5.9% 250 +0.1% Revenue for 2014 estimated at +3% 200 £m OOH Revenue 150 2011 2012 2013 100 50 0 Q1 Source: OMC Q2 Quarter Q3 Total 2013 - £989.6m (2.0% YOY) Q4
Top 10 Categories The top OOH spending categories: Jan 2014 Entertainment and leisure Telecoms Finance Government, so cial & political organisations Travel and transport £10.8m 3.1% £6.6m 12.0% £5.8m 29.2% £5.0m 82.6% £4.4m 27.2% Motors Food Media Computers Business and industrial £3.1m -41.6% £2.2m 2.7% £2.2m 25.5% £1.2m 9.8% £1.2m 78.1% Note: Data up to 31st Jan 2014
Who’s Spending? The top OOH spending advertisers: Jan 2014 £2.3m 34.4% £2.0m 95.7% £1.3m 376.4% £1.2m 856.2% £1.2m -35.0% £1.2m 20587.5% £1.1m 38.0% £1.1m 5.7% £1.1m 411.8% £1.1m 43.4% Note: Data up to 31st Jan 2014
Spend Trends- Roadside Spend by OOH format: Jan 2014 6s £18m 31.0% 96s £3m -39.8% Misc. Digital £2m 26.4% £681k 11.9% Specials 48s £6m -18.3% £571k -32.8% Note: Data up to 31st Jan 2014
Spend Trends- Transport Spend by OOH format: Jan 2014 £3m -18.8% £6m 3.9% £3m -8.1% £5m 84.6% Note: Data up to 31st Jan 2014
Consolidated Market Place Est. Market share based on revenue Others 17% 31% 8% 21% 23%
Media where it matters About JCDecaux + 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 the UK Rail: Waterloo Motion set to launch at Waterloo Station. Continued expansion of Transvision and D6 networks Key Formats Roadside, rail, malls, supermarkets, airports and experiential 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 Geography Proprietary Research 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 jcdecaux.co.uk
About Clear Channel + Key Areas For Investment Special builds, digital and interactivity: 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 Key Formats Roadside, supermarkets, shopping malls, digital portfolio, Pinnacle Storm- Storm is designed to revolutionise premium digital outof-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 Proprietary Research Ngen Geography Nationwide clearchannel.co.uk
About Exterion 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. CBS Outdoor has now rebranded to Exterion Media. 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 Key Formats Proprietary Research Underground, bus, retail (Westfield Stratford, Westfield London and One New Change), National Rail work.shop.play and London Worker Planning Tool Geography National with a dominant presence in London http://www.exterionmedia.co.uk/
Results are our culture About Primesight + 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 Key Formats Proprietary Research Roadside, cinema, Glasgow subway Primemobile, Primedesign, Hitwise, EPOS, Shopwyre, Geofenci ng Geography National coverage with sites in all major cities across the UK and Glasgow Underground primesight.co.uk
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 £35m Key Formats Large-format digital, iconic landmark and super-premium banner locations Geography Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow oceanoutdoor.com + 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 Ocean Labs Regional site expansion Proprietary Research The Science Behind the Art of Outdoor
OOH Industry News
psLIVE’s Think Tank Hits the Streets of London 2/28/2014
No Olympic blues for outdoor, as sector grows 2% in 2013 2/28/2014
Posterscope Launches in the Philippines
Posterscope boosts mobile integration with xAd partnership 2/28/2014
The Outdoor Media Centre launches Outdoor to the Power of 5 2/28/2014
Motion@Waterloo Goes Live 2/28/2014
The Power of Big 3 2/28/2014
Redbus Launches New Poster Network Aimed at ‘Elusive’ Teens 2/28/2014
AOL’s HuffPO partners with Outdoor Plus for news on the move
Nokia & Ocean Outdoor Use Twitter to Run UK-Wide Game of #iSpy 2/28/2014
Ocean Becomes Media Partner for Run Hackney Charity Marathon
Hammerson Partners With NexusEngage to Create Interactive Shop Fronts 2/28/2014
Look for Longer reaches 10.6m 2/28/2014
The Clear Idea: A New OOH Offering
Ocean Outdoor wins legal tussle over The Two Towers trademark 2/28/2014
Andy Goldsmith joins Primesight as Agency Sales Director
Clear Channel partner the BMW PGA Championship 2/28/2014
Time Use Planning for OOH
My Media Week: James Davies
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