2015: The Year in OOH (Quarterly insight deck)

DateDocument Title2 Out of Home in o Providing greater effectiveness for the medium. o Exhibiting even more creativity and dynamism. o Continuing to grow revenues and market share.

Out of Home is providing greater levels of effectiveness.

DateDocument Title4 Optimising real-time campaigns has seen a range of advertisers harness Digital OOH in order to deliver ‘real-time’ campaigns. Digital OOH developments have reached such a point where it is now genuinely viable to achieve this, and clients can now be more reactive in how they deliver messages. For example, Nest, the thermostat that can be programmed using a smartphone, used Clear Channel screens to deliver updated weather reports so that users knew when to alter the temperature in their homes.

DateDocument Title5 The effect of contextual relevancy. Context has a huge impact on the success of a campaign. Digital OOH is increasingly being used to deliver messages which reflect their audience and environment. Google’s recent campaign, which delivered contextually relevant messages throughout London’s Digital OOH network, saw 30% increase amongst those exposed, across action, sales, awareness and perception metrics.

DateDocument Title6 The effect of contextual relevancy. Amplifying fame & reach and connecting on key metrics, real-time data, social media and locational factors +30% across action, sales, consideration, awareness and perception metrics +44% driving behavioural change (action metrics) +20% for perception and relevance shifts Source: Talon Outdoor analysis of campaigns across various metrics

DateDocument Title7 Econometrics. Over recent years clients have been dedicating more time and cost into measuring the effectiveness of their media spends, using econometric modelling. OOH has always had a varied performance within econometrics, but now thanks to ground-breaking work from OOH Specialist Talon, in conjunction with marketing analytics experts Brand Science, the elements which will reflect OOH more accurately have been uncovered. Talon & Brand Science have uncovered the following findings:  Increasing investment in OOH as part of the comms mix drives ROI for advertisers  Media channels consistently improve ROI across individual categories when OOH is included in the mix  Dropping OOH from a campaign can lead to reduced campaign effectiveness  The optimal proportion of Digital OOH (of the whole OOH budget) is around 45% and 20-25% of frames. Source: Talon Outdoor/Brand Science

Inspiring & Involving: Creativity & Dynamism in Out of Home.

10 creatives we liked in 2015…

DateDocument Title10 Coca-Cola.

DateDocument Title11 Coca-Cola.

DateDocument Title12 Google.

DateDocument Title13 The Martian – 20 th Century Fox.

DateDocument Title14 YouTube.

DateDocument Title15 Lucozade.

DateDocument Title16 Facebook.

DateDocument Title17 Spectre.

DateDocument Title18 XBOX – Tomb Raider.

DateDocument Title19 Creativity in Digital Out of Home: Ocean Outdoor competition.

DateDocument Title20 NHS: ‘The Virtual Blood Donation’ – winner in Interaction. Designed to address the drop in the number of blood donors, this virtual donation campaign shows the transformational effect of giving blood. Passers-by are asked to use their mobile to connect to a micro-site and ‘upload’ a virtual donation which automatically fills a bag on the large digital screen. As more blood flows a patient featured on the screen (who requires the donation) grows healthier, physically demonstrating the difference giving blood makes. The judges said : ‘ The use of an augmented reality app via the phone for donation is superb. The creative mechanism of filling up the bag on the big outdoor screen is simple and powerful’.

DateDocument Title21 Odeon: ‘Smarter Cinema’ – winner in Creative Techniques The cinema chain combined micro-level audience data and digital out-of-home technology to serve hyper-local adverts about ticket availability directly to digital screens within the vicinity of an Odeon cinema. Content is updated to deliver the most effective information in real time, serving geo-targeted mobile adverts to amplify the messages. The judges said : ‘Brutally normal but brilliant all the same. It makes a lot of sense, using smart real-time based solutions to resolve a local business problem. The novelty factor is that it hasn’t been done before’.

Out of Home Revenue & Share.

DateDocument Title23 OOH revenue continues to grow. Source: WARC – 2012 vs 2015 annual OOH spend (constant prices)

DateDocument Title24 OOH revenue continues to grow. Source: WARC – 2012 vs 2015 annual OOH spend (current prices)

DateDocument Title25 Out of Home has grown revenue by 8% in the last 12 months. Source: WARC – Q vs Q3 2015

DateDocument Title26 Long-term performance is encouraging. Source: WARC – 2012 – 2016 (incl forecast) (online includes mobile) % growth YOY

DateDocument Title27 Market share. Market Share change: Online: 42% share (+2% from 2014) TV: 25% share (static) Newspapers: 11% share (-1% from 2014) DM: 10% share (static) OOH: 6% share (static) Magazines: 3% (-1% from 2014) Radio: 3% share (static) Cinema: 1% share (static) Source: WARC – based on current prices

DateDocument Title28 Market share – display. Display market share change: TV: 43% share (static) Online: 25% share (+4% from 2014) Newspapers: 12% share (-2% from 2014) OOH: 9% share (static) Magazines: 6% share (-1% from 2014) Radio: 4% (-1% from 2014) Cinema: 1% share (static) Source: WARC – based on current prices

DateDocument Title ’s biggest spenders in OOH. £35.2m £14.0m £13.7m £13.1m £12.3m £11.4m £10.6m £10.5m Source: Nielsen – Nov 14 – Oct 15 adspend

DateDocument Title ’s biggest spending categories on OOH. £152m £101m £71m £68m £62m £51m £50m £37m Entertainment & Leisure Telecoms Alcohol Finance Food Motors Travel & Transport Cosmetics & Personal Care Source: Nielsen – Nov 14 – Oct 15 OOH adspend by category