The Real World February 2013

The Real World2013 February Update

11/04/2023

What just happened

How’s out-of-home

Out-of-home Showing growth

OOH Revenue

Q1 Q2 Q3 Q40

50

100

150

200

250

300

201020112012

Quarter

£m

+1%+25%+10%+3%

Total 2012 - 9.5% YoY

Media Revenue Growth

40

60

80

100

120

140

160

1 2 3 4 5 6 7 8 9 10

TV

Newspapers

Magazines

Radio

Cinema

OOH

Indexed against 2002 Expenditure

Source: Aegis Media & WARC

Here to stay

36% increase in live concert goerssince 2004

+23%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)

Free time activities nowadays

04/11/2023

+17%

Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)

04/11/2023+19%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)

04/11/2023


04/11/2023Source: National Travel Survey 2010 comparing Average distance travelled 1995/97 and 2010

Rail +58%Tube +23%London bus

+90%

More variety

<200 gyms in the UK in

late 80s. Today there

are over 6000.

2011 cinema

Admissions were over

171m

First UK Starbucks

launched in 1998

91% of the UK

population own/use a

mobile phone

c.36,847 new pubs & restaurants

have opened in UK since

1963

The future is bright

Revenue

Cost per thousand

2011

+1%2010

+12.5%

2011

0%2010

5%

Source: OMC/Posterscope estimates

2012

+9.5%

2012

0%

http://www.outdoormediacentre.org.uk/

UnderstandingThe Audience

0

2

4

6

8

10

12

14

Mon-Fri Sat-Sun

Deeper understanding%

of t

otal

uni

vers

e

Base: All Adults (49,264,000)Source: IPA Touch Points 4 (2012)

Daily internet activity

Deeper understandingNew insights/additions include.....

Shopping behavioursMobile internet use (notably iPads)

Mood state

Digital screens

Social networking TV viewing platforms

Deeper understanding

heavy mobile web users are 65% more likely to visit a price comparison site after seeing an OOH advertisement

of all adults have searched online after seeing an advertisement

Men regularly purchasing products with their smart phone indexes at...

65%

20%

201

McKinsey JourneyOOH and the Consumer Journey

OOH generates “Fame” to get on consideration list

OCS “Being Known & Liked”1000s – Pre & Post Awareness

Mindshare/OMC Research

OOH drives searchOCS Generating

SearchPosterscope Oohgle

Mindshare/OMC

OOH = Right Time, Location, MindsetOCS Moods / Channel Selection

OCS Rational / Emotional Insight Media Owner Site Specific, Touchpoints

Outdoor Drives Action at POS

OCS Notice/Respond to OOH when shopping

EPOS Research

OOH Impacts Post PurchaseReal Lack of existing Research

Look into Choice Reassurance, Rewards, and generate Brand Loyalty

OOH prompts Conversations/Content SharingOCS – Generating Earned Media

“Passionate Social Networkers”Sociable Media

Case studies: e.g. Atheist Bus”/”Time to Consider” (CBSO)

Screen Culture/Interactivity

McKinsey Consumer Journey

How happy?

04/11/2023

The real-time city is real

New Postar

RoadsideLondon busLondon UndergroundRailNational BusSupermarketMallsAirportsLeisure

Roadside: 120,000 panelsAll environments: 450,000 frames

New Travel Survey23,000 respondents9 days 2 w/e + 5 weekdays

- know who respondents are – demographics- know where they go - know when they go- know how often

New Postar – the benefits

Greater Accountability – Coverage & frequency on combined OOH campaigns

Bespoke delivery system through Telmar

Moves from Reporting to Planning tool

Potential to move OOH from solus panel rate trading to audience trading

Constructed to be future proof for new environments

Who’s selling

Consolidated market place

Others

Source : Posterscope Estimates

Increased investment in sites

+0%

Who’s buying

Top 10 categories

2.16% 2.20%33.77% 1.26%

-6.33%2.21% 15.87% -3.22%

27.66% 3.98%Top 10 advertiser categories, Jan – Dec 2012

Who’s spending?

£37.1m

£12.1m £11.9m

£12.9m £12.6m

£19.4m £14.6m

Top 10 advertisers, Jan – Dec 2012

£11.4m£11.5m

£13.0m

Increases for Specials

£240m

32.1% share

£65m

8.7% share£89m

11.9% share

Spend by format, Jan- Dec 2012Source: Ebiquity

How’s digital

UK leads global digital market

Click icon to add picture

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

c. 8% share of digital screens Worldwide

spar storestaxis

tescohair salons

football stadiabus interiors

media agenciesstudent unions

rail stationsbus termini

golf coursesbus supersides

leisure complexeshospital ante-natal units

schoolsdentists

university libraries

co-op storesbars, pubs & clubspetrol station shopslondon undergroundcity centresdoctors surgeriesofficesuniversitiespharmacies theme parkswearable screenstrain interiorsdigital advans & trucksthomson travel agentspost officesairports

bp petrol stationsshopping malls

concerts & events

cinemasexhibition centres

gymssub-postmasters

Environments

Digital

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

50

100

150

200

250

Source: OMC/Hyperspace estimates

3.8% of OOH spend

19% of OOH spend

Est. revenue by category

transport

roadside & city centre

retail

Leisure

health, beauty and fitness

education

other

75% revenue from transport, city centre and roadside formats

83%of all UK impacts

Changing landscape

Click icon to add pictureAuthor

44%of impacts are delivered outside of London

Dynamic use of digital

Great campaigns.....

Stuff we liked

Jan 2013

04/11/2023

04/11/2023

http://marketing-news.pl/photos/upd/130213115148_MU__1635_large.jpg

04/11/2023

Nov - Dec 2012

04/11/2023

What are we thinking about

We live in a real world where...

New technologies are continually emerging

Competition is fierce, choice is infinite

Data is the new raw material

People are on the move and expect to

do anything, anywhere

Media is not only bought but earned

and owned

The pace of change is faster than ever

before

Businesses and markets converge or

fragment

OOH must be chameleon-like to

thrive in that environment…

We’re re-defining Out-of-Homeas a new ecosystem; inter-connected and inter-dependent

Google

Facebook

Amazon

Apple

Posters

Services

Mobile etc

Laptops

TabletsRetail media &

assets

Owned OOH (e.g.. delivery

vehicles, buildings)

NetworkedVideo Screens

Content

Technology

Ads

PhysicalExperiences

Public spaces

Platforms

Apps &Games

Data

Commerce& Coupons

People & Places

543 millionpeople globally access Facebook via mobileSource: Techcrunch, July 2012

81%of smartphone users access the Internet on their mobile devicesSource: Google Insight

48%of all Twitter users would tweet after seeing a funny posterSource: OCS5 (February 2013)

73%of British smartphone owners have used their phone when they are out shopping to check prices, look for offers or use appsSource: The Cloud

62% The UK smartphone penetrationSource: Business Insider, October 2012

OOH and the internet

CONNECTED

DEVICESCONNECTEDCONSUMER

MOBILITYWhat they do and how they

do it in different places

SOCIALHow they connect interact

and share

COMMERCEWhat they buy and how

they buy it

CONTENTThe content they consume and how they consume it

TVWebsiteCinemaGaming console

Poster

Interactive, connected,

digitally social

experience

Exhibition stand

ComputerRadio

TVGaming console

Debit cardTravel card

Phone

.....watch something

www.Pioneeringooh.com

04/11/2023

.....watch something

04/11/2023

.....be the star

AccreditationsClients Name

.......Search


.....search visually


..... or by voice


.....get recommendations


.....try it



…..buy it

04/11/2023

….. get a discountwww.Pioneeringooh.com

…..check in


04/11/2023

…..check out


04/11/2023

.....connect


04/11/2023

..... across the country


04/11/2023

..... the continent

‘...a girl in New York waved at me...amazing...’

.....or across the world


.....join inwww.Pioneeringooh.com

04/11/2023

.....play it

www.pioneeringooh.com

04/11/2023

.....pay it


.....control it


04/11/2023

.....grow it


04/11/2023

.....share it


04/11/2023

.....tweet it



.....bring it to life

NFC mobile payments set

to exceed $180bn

Worldwide by 2017

Source: Juniperresearch, July 2012

04/11/2023

Voted Best Research Paper at 2012 MRG Conference

Geography of Time

“Understand our clients’ search and social strategies, to make OOH work harder, to create innovative

solutions and more convergent campaigns”

Social strategy campaign timelinePre - Live your brand through social media and plan a campaign using new ‘tools’During - Monitor a campaign’s success in real timePost - Judge the success of a campaign

Quantative Measurement e.g. Twitter followers / mentions / reachTwitter GeographyFacebook likes / fans/CommentsAverage Engagement RateYouTube Views / subscribers

Search and Social strategy

PRE CAMPAIGN

POST CAMPAIGN

Understand how to measure attribution for OOH.Discover if econometrics has been used.

Search and website traffic can provide insights for planning campaigns: Insights around regionality, keywords, demographics.

Proving OOH drives (mobile) search.

Campaign TimelineBuilding relationships with search teams is integral. They need to know about OOH activity and to ensure strategies are aligned.

Creative optimisation can be done to ensure maximum effectiveness, e.g. Linking search terms / unique OOH search term.

Search and Social strategy

What’s just happened and what's coming up

11/04/2023

11/04/2023

Clear Channel Planning Awards Update:

Awards now closed

Shortlist date: w/c 25/03/13

Awards date: end of April 2013 (exact date TBC)

For more information:

http://www.clearchannel.co.uk/press-centre/events/2013/outdoor-planning-awards-2013/

11/04/2023

Where can I find out more

The latest innovations,

the best campaigns and

essential industry news

All in one place.

www.pioneeringooh.com

http://www.pioneeringooh.com/

http://www.pioneeringooh.com/

The Real World

11/04/2023

Connections

February 2013

The Real World February 2013

Documents

Transcript of The Real World February 2013