Real World May 2014

02/05/2014
The Real World
May 2014

We Live in a Changing World
Formats 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 are
Posters
Laptops
Tablets
Duty Free /
Retail Media &
Assets
Owned OOH
(e.g. buildings
or jet bridges)
Networked
Video ScreensContent
Physical
Experiences
(sampling)
Experiential
Stands / Zones
Platforms
Apps &
Games
Commerce
& Coupons
Mobile etc
Data
Technology
Ads
People
& Places
Services /
Utilities
(e.g. wifi)
re-defining
Out-of-Home
as an ecosystem

Did you know…
Seasonal Stats
Source: Mintel, 2008

Did you know…
On The Move Despite the
tube strike,
nearly 90% of
the usual
number of
Oyster cards
were used on
the travel
network
Source: TfL, April 2014

Understanding The
Connected Consumer

OCS
Constantly
consumer-
centric
Constantly
consumer-
centric

OCS in Numbers
6,827
Total sample in UK
6th
Version
100,000+
Global respondents
30
Countries OCS is run in
2.5
Number of hours saved by
the OCS macro per run
41
Number of OOH formats
analysed within OCS
%

Did you know…
OCS
65%
The percentage
of adults that
use free wi-fi
offered in OOH
locations.

Did you know…
TouchPoints
The main
activity done by
adults after
being exposed
to OOH, is
‘talking to
others’

JCDecaux
Connected Commuter/ Youth

A pioneering new travel survey

Measuring audiences whilst OOH

Revolutionising the way we plan
OOH

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
125
The number of NFC
transactions in the
UK every minute
24m
The number of people in the
UK who access Facebook
on a daily basis –
20m do so via mobile

And consumer expectation
313,141
The number of Facebook Places
check-ins at the O2 Arena-
the UK’s number one place to
check-in
81%
The percentage of
smartphone users who
access the Internet on
their mobile devices
1.5m
The number of contactless
bus fare payments made in
London since December
The percentage of
UK smartphone
penetration
62%

Gateway to Mobile Content: NFC

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"
0
50
100
150
200
250
300
350
400
Chart TitleOOH
Popularity – Total Mentions on Twitter – 3,069 over period
Influencing Digital Behaviour:
Driving Search: Social Media
Mentions
Date

Online Controlling The Physical
World

Index of tweets vs. the
norm in proximity to
posters in Nottingham
New Planning Data

270yd When navigating, mobile Ad is served
within a 200m proximity to the geo –
fenced poster site
Integrated Mobile & OOH Planning

1999-2014 Media Revenue
Media Revenue Growth
Source: Aegis Media & WARC
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f)
Internet
Outdoor
Cinema
Radio
TV
Magazines
Newspapers
Media
Year
Annualtotalmediaspendin£m

Media Revenue Q1 2014
OOH Revenue
Total 2013 - £989.6m (2.0% YOY)Source: OMC
Revenue
for 2014
estimated
at +3%
0
50
100
150
200
250
300
Q1 Q2 Q3 Q4
£m
Quarter
2012
2013
2014
-2.2%

The top OOH spending categories: March 2014
Top 10 Categories
Entertainment
and leisure
Cosmetics and
Personal Care
Telecoms Finance Food Travel and
Transport
Motors Government,
social & political
organisations
Drink Media
£33.0m
-5.3%
£20.7m
-5.9%
£17.6m
16.9%
£15.0m
53.6%
£15.0m
19.5%
£5.9m
9.7%
£6.7m
5.1%
£9.2m
18.0%
£10.5m
78.2%
£12.1m
-36.0%
Note: Data up to 31st March 2014

The top OOH spending advertisers: March 2014
Who’s Spending?
£7.0m
35.2%
£4.3m
175.6%
£3.8m
-5.6%
£3.2m
20.5%
£3.1m
215.4%
£2.5m
-0.7%
£2.8m
149.9%
£2.8m
-14.4%
£2.8m
3.3%
£3.0m
-30.8%

Spend by OOH format: March 2014
Spend Trends- Roadside
£1.8m
-25.5%
Misc.
£11.1m
55.3%
Digital6s
£64.1m
23.8%
48s
£22.5m
-3.8%
96s
£8.3m
-57.7%
Specials
£2.0m
-60.8%

Spend by OOH format: March 2014
Spend Trends- Transport
£20.8m
6.7%
£10.3m
-20.9%
£9.8m
-2.6%
£16.3m
98.9%

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
Underground
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham 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
+
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
+
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 Grid
Ocean Labs
Regional 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
+
oceanoutdoor.com

Posterscope Steals the Show at the Clear
Channel Outdoor Planning Awards 2014

JCDecaux Partners with Hachette
UK for Twitter Book Club

People 33% More Alert Out of Home

Limited Space Launches £1.6m
Digital Out-of-Home Network

JCDecaux Expands Transvision Network
with Second Screen at Victoria Station

JCDecaux Launches Channel 6
Network

Amscreen Partners with Sharp to Create
Affordable, Scalable Outdoor Digital Screens

Telefónica Signs JCDecaux Street
Furniture M2M Deal

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Real World May 2014

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