The Real WorldJuly 2013 Update
11/04/2023
Introduction
Welcome to The Real World, Posterscope’s out-of-home media landscape document that captures the highlights of the year, focuses on current areas of interest, and talks about what’s coming up.
The presentation is updated every month although not all the content will change, for example, OOH revenue figures are released on a quarterly basis. The main areas updated monthly are ‘who’s buying’, ‘stuff we like’ and ‘what’s coming up’. The remainder of the document is updated as and when relevant.
What just happened
How’s out-of-home
Out-of-home Showing growth
OOH Revenue
Total 2012 - £970.1 m ( 9.5% YoY)
Q1 Q2 Q3 Q40
50
100
150
200
250
300
201120122013
Quarter
£m
+0.1%
+5.9%
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
Visit theatre/music concerts
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+17%
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Days out/visits to places
+23%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Visits to theatres
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+19%
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Eat out at restaurants
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+21%Source: DCMS, Taking Part Survey, 2013 (2012/13 v 2007/8)Visit museums/galleries
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+11%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Play sport/exercise
+27%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Go to a cinema
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.
2012 cinema
Admissions were over
173m
First UK Starbucks
launched in 1998
92% 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%
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
OCS5 tells us which products are bought on impulse and what triggers these spontaneous purchases
Base: GB 15-75 years old who have ever bought ANY product category spontaneously = 41.9m (6,178 )Bought spontaneously = “Purchase product and brand completely on impulse” OR “Spontaneous decide to purchase product when out/shopping, but need to decide which brand & where” OR “Plan to purchase product, but not decided which brand before go out shopping”Source: OCS5 Brand Study
OOH Adverts seen previously
OOH Adverts on the way to shops
OOH Adverts outside the shop
Adverts inside the shop
The Journey To The Shop
In-store promotions
Multi discount deals/sales
Coupons/ vouchers
PROMOTIONS
All friend’s, partner’s, children’s
recommendations/pressure
WOM
Desire/Just want it
A Need e.g. Thirst
Been paid/ Money
to spend
Reward Yourself
Your mood
MOOD/MINDSET
Cinema / theatre ticket
Lottery/betting slips
Books/Mags/News
Confectionary/Snacks
Alcoholic Drinks
Toiletries/Cosmetics
Fashion/Clothes/Shoes
Personal Electronics
Entertainment items
Soft drinks
Fast Food
How happy?
04/11/2023
The real-time city is real
04/11/2023
Data Insight InnovationAudience Audience Audience Audience
Revolution not Evolution
Route in numbers
1,600 towns covering the whole country
24 conurbations
28,000 respondent sample
360,000 sites in the first release
3.5m pathways mapped
160 million records in the data set
Audience Over 250 questionsAll demographicsExposure to other mediaLeisure activitiesShopping habitsInternet and technologyEventsEtc, etc, etc
Geography 12 Barb areas24 conurbations1,600 townsBespoke post codesArea where the audience liveArea where you wish to advertise
Dynamic Frames Approach velocity and time in viewEye-tracking factor for dynamic imagesAccount for % of display timeImpacts vary by time of day – depending on real measured speedsImpacts vary by share of display time
Route – key components
Advertising RoadsideBusTube / rail stationsAirportsSupermarket car-packsRetail malls and Shopping precinctsDLR/metroWork with any format, combination or location
Day-parts Eight day-partsMorning peak, day time, afternoon, evening
Location and attributes Specify distance between adsSelect frames within a defined radiusSelect in proximity to points of interestShow selection on mapsSee on street viewFilter by required characteristics
Route – key components
Illumination Factors for all forms of illuminationRoadside and busAccounts for secondary light sourcesReflects time of year
Route – the benefits
Greater Accountability – Coverage & frequency on combined OOH campaigns
Constructed to be future proof for new environments
Is the catalyst for the industry to behave in a very different way
As a Route stakeholder it allows us to take the raw data and fuse it with our own data, learnings and assets.
For our opinion on Route go to www.pioneeringooh.com
Who’s selling
Consolidated market place
Others
Source : Posterscope Estimates
Increased investment in sites
+0%
Who’s buying
Top 10 categories
-5.19% 44.32%-7.48% -18.00%
-2.07%59.49% -32.07% 117.63%
2.06% 31.91%Top 10 advertiser categories, Jan- Jun 2013
Who’s spending?
£17.9m
£6.0m £5.9m
£7.0m £6.1m
£9.8m £7.2m
Top 10 advertisers, Jan-Jun 2013
£5.0m£5.4m
£7.1m
Increases for Large Digital
£109m
31.2% share
£26m
7.5% share£42m
12.0% share
Spend by format, Jan-Jun 2013Source: Nielsen
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
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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
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
www.Pioneeringooh.com
.....search visually
www.Pioneeringooh.com
..... or by voice
www.Pioneeringooh.com
.....get recommendations
www.Pioneeringooh.com
.....try it
www.Pioneeringooh.com
www.Pioneeringooh.com
…..buy it
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….. get a discountwww.Pioneeringooh.com
…..check in
www.Pioneeringooh.com
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…..check out
www.Pioneeringooh.com
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.....connect
www.Pioneeringooh.com
04/11/2023
..... across the country
www.Pioneeringooh.com
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..... the continent
‘...a girl in New York waved at me...amazing...’
.....or across the world
www.Pioneeringooh.com
.....join inwww.Pioneeringooh.com
04/11/2023
.....play it
www.pioneeringooh.com
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.....pay it
www.Pioneeringooh.com
.....control it
www.Pioneeringooh.com
.....control it
www.Pioneeringooh.com
04/11/2023
.....share it
www.Pioneeringooh.com
04/11/2023
.....tweet it
www.Pioneeringooh.com
www.Pioneeringooh.com
.....bring it to life
NFC mobile payments set
to exceed $180bn
Worldwide by 2017
Source: Juniperresearch, July 2012
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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
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Where can I find out more
The latest innovations, the best campaigns
and essential industry news
All in one place.
www.pioneeringooh.com
The Real World
11/04/2023
Connections
July 2013 Update
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