POSTERWATCH. OOH Advertising Market Review H Republic of Ireland

Transcription

1 POSTERWATCH OOH Advertising Market Review H Republic of Ireland 1

2 OOH Market Review 2018 Cycles st January st July 2018 Street Scape... 3 Who's up and who's down in H In the Main Frame... 8 The low down on Digital OOH in H The Big Five The top campaigns for cycles 8-13 (Q2) RE//Format Focus on formats in H

3 ONE STREET SCAPE 3

4 Modern applications underpin OOH s classic values Colum Harmon, Marketing director, PML Group In the July issue of our Explore publication, Eoghan Phelan of V360 outlined some recent research carried out on Irish shoppers. The headline stat was that these consumers are spending more than 2 full days per year in a supermarket, taking an average of 34 minutes per visit to navigate the aisles. Shopping habits have of course adapted in line with our lifestyles over the years and we are now more frequent shoppers. These shorter, more common visits give advertisers more opportunity than ever to influence shoppers at the most important time. Our own iq research programme in Q2 included a piece on the influence of POS advertising. More than 75% of our 300 respondents admitted to being influenced by POS advertising in terms of making a purchase decision, rising to 88% among year olds. The top five advertisers in the POS environment in H1 were: Mondeléz, Diageo, Lucozade RS, Coca Cola, Mars. Contextualised, data-driven OOH campaigns have been made relatively simple with our exclusive Dynamic platform. Dynamic operates across multiple media owners to manage content in real time and deliver optimised OOH copy. Two great examples from Q2 were campaigns for McDonald s and Emirates Airlines. McDonald s activated a temperature sensitive Digital Out of Home campaign for its McCafé Iced range, using Dynamic to manage and deliver variable content. The campaign saw the digital ads switch creative seamlessly once the temperature outside reached a minimum level of 15 degrees Celsius. Emirates employed Dynamic to deliver location relevant copy to promote its flights and destinations across a variety of media owner networks. Finance continues to be the top spending category on OOH. The banking and insurance advertiser are led by AIB Group, with most of the sector s big players increasing their OOH investment this year. Diageo are the top advertiser with their Q2 investment including the launch campaign for Rockshore Lager. Digital OOH continues to grow and now accounts for more than 18% of the market. 4

5 Top 10 OOH Advertisers H % +38.5% +10.5% +28.8% SoV: 7.68% SoV: 3.63% SoV: 3.16% SoV: 2.39% -19.8% % +90.5% -16.6% SoV: 2.36% SoV: 2.31% SoV: 2.23% SoV: 2.03% % -33.8% SoV: 1.55% SoV: 1.54% Top 5 OOH Advertisers Q (% up/down display value compared to H1 2017) 5

6 Top 10 OOH Categories H % +28.4% +20.2% +37.0% SoV: 10.53% SoV: 9.46% SoV: 9.30% SoV: 7.93% +28.8% % -20.3% -28.1% SoV: 7.52% SoV: 6.61% SoV: 5.81% SoV: 5.31% % -32.8% SoV: 4.59% SoV: 4.31% Top 5 OOH Categories Q (% up/down display value compared to H1 2017) 6

7 Top 5 Advertisers breakdown by environment H Diageo 78.4% 9.2% AIB Group 75.5% 19.6% McDonald s 81.3% 12.0% Mondeléz 15.2% 68.7% 13.9% Mars 62.2% 22.4% 15.4% Leisure Roadside Retail Travel Other 7

8 TWO IN THE MAIN FRAME 8

9 Top 10 DOOH Advertisers H SoV: 5.7% SoV: 5.1% SoV: 3.3% SoV: 3.1% SoV: 1.9% SoV: 1.8% SoV: 1.8% SoV: 1.8% SoV: 1.8% SoV: 1.7% 9

10 Top 10 DOOH Categories H SoV: 11.0% SoV: 10.2% SoV: 8.8% SoV: 7.9% SoV: 7.1% SoV: 6.8% SoV: 6.3% SoV: 6.0% SoV: 5.4% SoV: 5.3% 10

11 Digital display value by environment H RETAIL 68.8% TRAVEL 16.3% ROADSIDE 12.9% LEISURE 2.0% 11

12 THREE THE BIG FIVE 12

13 Below are the 5 biggest campaigns in each of cycles 8-10, 2018 Cycle 8 Cycle 9 Cycle 10 National Dairy Council 285,041 EBS Mortgages 322,494 Referendum Commission 296,898 AIB 246,509 Dunnes Stores 307,652 Sprite 259,973 Rockshore 228,528 Hop House ,984 Electric Ireland 250,863 Fanta Pink Grapefruit Zero 223,958 Carlsberg 219,613 EBS Mortgages 229,424 Specsavers 184,028 Lucozade Energy 213,732 Rockshore 215,828 (Based on display value at rate card) 13

14 Below are the 5 biggest campaigns in each of cycles 11-13, 2018 Cycle 11 Cycle 12 Cycle 13 Ulster Bank Mortgages 251,874 Circle K 294,325 Vodafone 392,342 Coca Cola World Cup 244,672 Marks & Spencer 248,446 Bank of Ireland 389,381 Carlsberg 218,689 Budweiser Gum Litter Taskforce 375,412 Tesco F&F 207,284 Jameson Caskmates Lidl 329,286 Tayto 198,140 Ribena 183,842 Nescafé Azera Nitro 267,186 (Based on display value at rate card) 14

15 FOUR RE//FORMAT 15

16 Market breakdown by format The chart below shows the breakdown of the entire OOH market by format type, based on display value in H % Transport Other 3.0% 32.1% Small 18.1% Digital 30.8% Large 16

17 Top 10 Advertiser format breakdown Diageo AIB Group McDonald s Mondeléz Mars Ireland Heineken Ireland Coca Cola Lucozade Ribena Suntory Sky Vodafone AVERAGE 17 Small Large Transport Digital Other

18 Top 10 Categories format breakdown Finance Retail Outlets Beers & Ciders Soft Drinks QSRs Confectionery & Snacking Tourism & Travel Food Films Telecoms AVERAGE 18 Small Large Transport Digital Other

19 Top Three Small Format Advertisers H Diageo 3 McDonald s AIB Group 19

20 Top Three Large Format Advertisers H Heineken Ireland 3 Diageo AIB Group 20

21 Top Three Transport Format Advertisers H Diageo 3 Burger King AIB Group 21

22 Create. Communicate. Connect. Established in 1982, PML Group is Ireland s leading OOH communications and location marketing experts. We are engaged in the data led planning and buying of Out of Home media and dynamic Digital Out of Home media on behalf of Ireland s leading media agencies, media independents, advertising agencies and advertisers. About PML Group The group consists of Poster Management, Source out of home, AmbientPlus, Poster Audit Bureau, Digital Out of Home centre and Design+, all specialising in the various aspects of OOH advertising. We have offices in both Dublin and Belfast, serving the entire island of Ireland. PML Group is part of the Posterscope Worldwide Network. Posterwatch is PML Group s market intelligence service, providing the most comprehensive information and design library in the Out of Home market in Northern Ireland and the Republic of Ireland. It measures the formats, weights, value and timing of every Out of Home campaign in every cycle. About Posterwatch Contact Details Our Posterwatch information stretches back 25 years and information on a cycle is available in the week following the end of the cycle. All Out of Home advertising is covered by Posterwatch, from billboards and bus shelters, to buses, ambient media and Digital OOH formats. Posterwatch is the quickest as well as the most complete source of OOH advertising data in the country. For further details on this report or Posterwatch in general please contact: James Byrne james@pmlgroup.ie, Colum Harmon colum@pmlgroup.ie pmlgroup.ie /PMLGroup /PMLGroup /pmldigital /pml-group 22