13/04/2023

The Real WorldNovember 2014

Re-defining Out-of-Home

We Live in a Changing WorldFormats are converging

OOH Connectivity is high

There is increasing global mobility…

New technologies are continually emerging

Businesses and markets are converging or fragmenting

People expect to do anything, anywhere

Media is not only bought, but earned and owned

Data is the new raw material

We arePosters

Laptops

TabletsDuty Free /

Retail Media & Assets

Owned OOH (e.g. buildings or jet bridges)

NetworkedVideo ScreensContent

PhysicalExperiences(sampling)

ExperientialStands / Zones

Platforms

Apps &Games

Commerce& Coupons

Mobile etc

Data

Technology

Ads

People & Places

Services / Utilities (e.g. wifi)

re-definingOut-of-Home as an ecosystem

People & Places

Did you know…Seasonal Stats

Source: data.london.gov.uk, October 2014

There were 3.62m

international visitors to

London in Q3 2014

(up 9% on the same

quarter last year)November

October

Sep

tem

ber

Did you know…On The Move

Source: TfL, Oct 2014

The Tube carries more than a billion

passengers each year - up to four million journeys each day. That

number is expected to increase by 2030.

Understanding The Connected Consumer

OCSNEWS

Constantly consumer-

centric

Constantly consumer-

centric

OCS in Numbers

6,827Total sample in UK

6th

Version

100,000+Global respondents

30Countries OCS is run in

2.5Number of hours saved by

the OCS macro per run

41Number of OOH formats

analysed within OCS

%

Did you know…OCS

Over 60% of Londoners agree that customised posters make a brand/product more memorable

TouchPoints

Did you know…TouchPoints

Sunday – Monday are the

most popular days for watching

VoD on mobiledevices

while people are

OOH

JCDecauxConnected Commuter/ Youth

Clear ChannelNgen

Exterion Mediawork.shop.play

JCDecauxBusiness Traveller 2

JCDecauxConnected

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…

30%The percentage of Google searches containing a location component

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

125The number of NFC transactions in the UK every minute

654mThe number of people who access Facebook at least once a day on a mobile device

And consumer expectation

313,141The number of Facebook Places check-ins at the O2 Arena-the UK’s number one place to check-in

3The number of internet connected devices UK consumers use on average

1.5mThe number of contactless bus fare payments made in London since December

The percentage of UK smartphone penetration

62%

Gateway to Mobile Content: NFC

Networked OOH: Real-Time

Networked OOH: Public Utility

Owned OOH

Owned OOH

Owned OOH

Experiential

Experiential

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"

Jun'1

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012

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50

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Chart TitleOOH

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

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 RevenueMedia Revenue Growth

Source: Aegis Media & WARC

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f)0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Internet

Outdoor

Cinema

Radio

TV

Magazines

Newspapers

Media

Year

An

nu

al t

ota

l med

ia s

pen

d in

£m

Q1 Q2 Q3 Q40

50

100

150

200

250

300

2012

2013

2014

Quarter

£mMedia Revenue Q3 2014

OOH Revenue

Total 2013 - £989.6m (2.0% YOY)Source: OMC

Revenue for 2014

estimated at +3%

-2.2%

6.4% 0.6%

UK Digital OOH Revenue

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150

50

100

150

200

250

300

350

Source: OMC/Posterscope estimates

3.8% of OOH spend

22% of OOH spend

Forecast

UK Digital Outdoor Revenue by Quarter

Source: Outdoor Media Centre

2007 2008 2009 2010 2011 2012 2013 20140

10

20

30

40

50

60

70

80

Q1

Q2

Q3

Q4

Year

£m

The top OOH spending categories: September 2014Top 10 Categories

Entertainment and leisure

Government, social & political

organisations

Telecoms FoodFinance Drink

Travel and Transport

Motors Media Cosmetics and personal care

£101.9m-14.0%

£70.1m-27.4%

£51.9m-8.4%

£47.0m-6.0%

£45.5m18.4%

£22.8m48.6%

£23.3m15.3%

£28.9m20.3%

£34.5m-17.1%

£37.9m20.5%

Note: Data up to 30th September 2014

The top OOH spending advertisers: September 2014Who’s Spending?

£22.8m-27.1%

£14.5m102.5%

£10.3m-1.4%

£10.2m-15.2%

£9.8m10.1%

£6.9m-58.8%

£7.4m77.6%

£7.6m21.4%

£8.1m-19.5%

£9.2m-4.4%

Note: Data up to 30th September 2014

Spend by OOH format: September 2014Spend Trends- Roadside

£8.3m

-17.4%

Misc.

£53.6m

69.0%

Digital6s

£197.7m

1.9%

48s

£68.6m

-16.0%

96s

£23.9m

-64.1%

Specials

£7.4m

-54.3%

Note: Data up to 30th September 2014

Spend by OOH format: September 2014Spend Trends- Transport

£64.9m3.0%

£37.0m-16.9%

£35.7m-6.2%

£40.8m41.1%

Note: Data up to 30th September 2014

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 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 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 and is market-leader in the UK

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 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

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 UndergroundIlluminated New Bus For LondonPerformance 48 sheets National Rail Expansion of retail offeringBirmingham 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 £50.1m 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 GridOcean LabsRegional site expansion

The Science Behind the Art of 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

Ocean Outdoor reported revenues of £23.4 million in 2012

About Ocean Outdoor Key Areas For Investment

Key Formats

Geography

Proprietary Research

+

oceanoutdoor.com

OOH Industry News

Media Playground: Is Mobile Data the Fuel for Digital OOH?

Creative Out of Home Awards 2014 Finalists Revealed

psLIVE scoop 1 Gold, 1 Silver and 2 Bronzes at the FMBE Awards

Clear Channel Starts Wrapping London

JCDecaux Signs Contract to be Media Partner for Edinburgh

Clarks and Partners Andrews Aldridge Come Out on Top in Big Bus Challenge

Digital Billboards Helped Recover Over 220 Missing People

London Commuters can Donate to Charity with Contactless Payments

JCDecaux Launches Content Division

A Digital Billboard Revolution: The Top OOH Sites Changing the Face of London

Storm Upgrades Coventry House

Introducing Ocean in Bristol

UK Adspend Growth at Three-Year High

Exterion Media teams up with Enabling Enterprise

Exterion Media Celebrates Dylan Thomas Centenary Festival at Westfield

Posterscope Claim Silver at the Campaign Big Awards

Rise of the Digital Billboards Changing the Face of London

EPE International Study Shows DOOH Advertising Drives Mobile Engagement

Ocean’s Digital Out of Home Network Becomes Fully Wi-Fi Enabled

Exterion Media UK’s work.shop.play. Community Wins Industry Award

Mike Baker to step down as CEO of the Outdoor Media Centre

“Redefining Airports” project marks UK’s largest Airport Advertising investment

Top Shop / Twitter and Women’s Aid Top Ocean’s Annual Art of Outdoor Awards

City Outdoor Media Presents Leeds Central Screen

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