Quarter 1, Environment Breakdown Quarter 1, 2012

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1 Quarter 1, 2012.

2 Quarter 1, 2012 Ambient and Digital ooh media in the Republic of Ireland accounts for around 15% of the overall ooh market. In monetary terms, this represents a value of just over 7.5m, taken at full rate card and display. 74% of this figure is made up of ambient media with the remaining 24% accounted for by digital formats. Environment Breakdown Quarter 1, 2012 Digtial, 26% Ambient, 74% Nestlé Fibre 1 Cereal on Store Points

3 The table below lists the top 10 advertisers on ambient media in Q1, They are listed in order of share of voice of the ambient market, based on display values. Rank Advertiser SOV 1 Heineken Ireland 8.02% 2 Nestlé 6.28% 3 Pepsico 5.69% 4 Vodafone 5.54% 5 Kraft Foods 4.59% 6 Reckitt Benckiser 4.15% 7 Kerry Foods 3.59% 8 Mars Ireland 3.42% 9 Johnson & Johnson 2.63% 10 Tesco Ireland 2.29% The top 10 advertisers on ambient ooh account for just under 50% of the entire ambient sector. This is in contrast to the overall ooh market, where the top 10 advertisers share around 23% of market value. This indicates a much more concentrated ambient market with fewer, but significant, players. Five of the top ten are from the FMCG sector, two are from healthcare, one is telecoms, one is alcohol and one is a retailer. Pepsi Max on Citybox

4 By far the biggest advertising category on ambient in Q1 is Food. With 47% of ambient spend taking place in the retail environment, it s no surprise that food advertisers are so active. This was also reflected in the previous section where companies such as Kerry Foods and Mars featured in the top 10 advertisers. Rank Advertiser SOV 1 Food 19.28% 2 Telecoms 11.68% 3 Beers & Ciders 9.67% 4 Confectionery 6.33% 5 Soft Drinks 5.87% Top spending ambient advertiser in the Telecoms sector was Vodafone. Heineken Ireland dominate the Beers & Ciders category with Nestlé and Kraft both very active in the Confectionery market. Pepsico brands make up the vast majority of the Soft Drink spend, with both 7UP and Pepsi Max utilising ambient formats in early Kerry Food s Dairygold Floor Graphic

5 Quarter 1 of 2012 has seen some significant changes in the digital ooh environment. The expansion of existing networks and now new entrants to the market augurs well for the market as a whole going forward. Cadbury Dairy Milk Interactive dpod Firstly, the installation of new dpods at Swords Pavilion was a welcome addition to the CBS digital network that already incorporated Dundrum and The Square Tallaght. An Post TV have also opened up their national network of 270 screens to external advertisers, to complement their own in-house advertising. This presents a new platform for many clients such as public information bodies to reach this captive audience. New mobile units, as well as the redevelopment of the Topaz pump screen network have also seen the universe of screens increase. Finally, there has been further expansion of the SuperValu scroller digital network, which now provides the opportunity to use animated material. These new developments have helped to increase the diversity of the overall digital ooh environment, giving advertisers more scope to target various target audiences. Top Digital Advertisers Q Rank Advertiser SOV 1 Nokia 6.80% 2 Warner Bros 6.54% 3 Musgrave Group 4.74% 4 Kraft Group 3.83% 5 Coca Cola 3.71% Digital ooh has come a long way relatively quickly. It s market share in Q was virtually non-existent but has now reached 4%. The table above shows the types of advertisers using the formats, with Nokia the top advertiser so far a perfect match for their product category. There have also been progressive changes in the way media owners are selling digital ooh. Flexibility has become a big part of advertising on digital ooh, and as such, the Denny on SuperValu Screens opportunity to be more selective and targeted is a major plus in attracting advertisers, particular within the retail environment. For example morning, evening and weekend packs across all convenience store networks are now available.

6 Nestlé Kit kat Chunky utalising Blippar on Adshel A further example is Transvision, which now allows advertisers to target commuters in the morning, evening or at weekends peak commuting times. Kraft were the first brand to use the convenience store network to target their audience at a specific time of day, only advertising at lunchtime when the stores are at their busiest. On the innovation front, Kraft were also the first to bring interactivity to Dundrum, and used a number of dpod screens to allow people to play a game from their smartphone. Further use of smartphone interactivity was evident when Nestlé incorporated Blippar into their traditional ooh campaign. People would take an image of the poster, which would then allow the user to vote for their favourite variety. Digital Environment Breakdown Quarter 1, 2012 Roadside, 2% Leisure, 1% Transport, 16% Retail, 82% So all in all, Q1 has been a good measure of the strength that digital ooh is gaining. And with several new developments planned for later in the year, the signs are only positive for digital ooh going forward. For more information on this report please contact: Colum Harmon // Group Marketing Manager // // colum@pmlgroup.ie