OOH UPDATE & OVERVIEW FOR A LANDSCAPE OF POSSIBILITIES

Transcription

1 OOH UPDATE & OVERVIEW

2 CONFECTIONARY CATEGORY SPEND (2016 JAN-OCT VS TO DATE) Down 41.5% Down 25.3% Down 19.4% Down 31.7% Down 37.2% OOH Spend Up 29.1% Source: Nielson November 2017

3 ROADSIDE 6 Sheets 48 Sheets 96 Sheets Phone Kiosks Digital Screens Banners

4 ROADSIDE - Delivers highest OOH Reach - Ability to implement proximity to trade - Drives brand awareness - Delivers mass reach - Ability to implement proximity to trade - Drives brand awareness - Adds impact - High impact solution - Ideal for brand launch and statement messaging - Focussed around arterial routes 6 Sheets 48 Sheets 96 Sheets - Delivers mass reach - Ability to implement proximity to trade - Drives brand awareness amongst younger audiences - High quality, impactful - Focussed around key cities - Dynamic messaging - Drives brand fame - Focussed around key cities - Ideal for launches and brand statements - Adds impact and fame Phone Kiosks Digital Screens Banners

5 RETAIL Supermarket D6s POS 6s Mall D6s Mall Premium Digital Shopping Trolleys ATM Ads

6 RETAIL - Last opportunity to see before point of purchase - Full Motion capabilities - Targeted to shopper data - Last opportunity to see before point of purchase - Hand selected - Compliments other national activity - Full Motion capabilities - Can hand select outside particular retailers - Dynamic capabilities Supermarket D6s POS 6s Mall D6s - Full Motion capabilities - Adds impact to other Mall activity - Dynamic capabilities - One to one brand experience - Selected across key stores - Can influence purchase decisions - One to one brand experience - Voucher capabilities - Customised user experience Mall Premium Digital Shopping Trolleys ATM Ads

7 RAIL

8 RAIL Full motion capabilities Ability to use dynamic feeds Average 7 minute dwell time Adds impact Full motion capabilities Ability to use dynamic feeds High frequency positioned in most prominent areas of stations

9 UNDERGROUND Underground Bespoke Formats

10 UNDERGROUND Underground Bespoke Formats

11 TRANSPORT

12 TRANSPORT

13 DIGITAL DEVELOPMENT 800m spent over the past 5 years

14 NEXT PHASE TRANSFORMATION - UNDERWAY 300m planned over next 12 months

15 DATA ENABLING A SMARTER AND MORE COMPLEX USE OF DOOH

16 SMARTER BRANDS USING OOH CONTEXTUALLY, SUPERCHARGING RESULTS +44% driving behavioural change +54% brand impact metrics +24% sales uplift from optimised or contextual planning +40% media and OOH efficiency Source: Talon analysis of campaigns across various metrics including sales, call to action, brand perception, consideration and awareness, versus OOH. 20 key measures across campaigns , based on 100+ statements/questions

17 A LANDSCAPE FOR BRINGING OUT THE BEST OF THE BRAND

18 OUTDOOR EFFECTIVENESS HAS DOUBLED AD DIGITAL OOH HAS EVOLVED AND GROWN 30% 27% 37% 25% 20% 15% 10% 5% 14% Increase in no. of VL business effects 15% 0% Sources: IPA Databank, OOH w/o digital Effect of adding + OOH with digital

19 A GROWTH MEDIUM 2017 revenue in line to sustain positive annual growth 1,600 1,400 1,200 1, All OOH revenue (UK, m) DOOH revenue (UK, m) DOOH share of revenue 70% 60% 50% 40% 30% 20% 10% 0% Continued media owner investment and digital OOH growth of around +18% Investment driven by mergers, competition, digital, a drive for quality and differentiation and new contracts * Talon estimates

20 THE MEDIA OWNER MARKET Outdoor Plus 3% Ocean Outdoor 6% Forrest 1% Others 6% Continued domination from big 4 media owners Significant regional and digital growth from smaller players Impact on figures in 2016 as London TfL 6 sheet contract moves to JCDecaux a shift in market share of 4-5% Primesight 7% JCDecaux 34% Media Owners Market Share Environments / Channels JCDecaux 34% Rail, Roadside, Malls, Supermarkets Exterion Media 26% Underground, Rail, Malls Clear Channel 17% Exterion Media 26% Clear Channel 17% Roadside, Malls Primesight 7% Roadside, Retail Ocean Outdoor 6% Roadside, Malls Outdoor Plus 3% Roadside, Malls Forrest 1% Roadside Others 6% Various * Talon estimates

21 SHIFTING DYNAMICS OF DIGITAL PANEL NUMBERS, REACH AND FLEXIBLE EFFICIENCIES Number of Panels / - from Sheets - Roadside 79,055 75,244 66,486 62,100-15% reduction 48 Sheets - Roadside 25,301 22,726 15,501 14,950-41% reduction 96 Sheets - Roadside 1,822 1,667 1,563 1,290-29% reduction Rail 6 Sheets 5,280 4,143 3,216 2,851-46% reduction Underground 48 Sheets 1,857 1,746 1,690 1,701-8% reduction 8,000 7,000 6, K 2wk Digital 6 Sheets - Roadside Digital 48 Sheets - Roadside Digital 96 Sheets - Roadside ,203 1, % increase % increase % increase Reach (000's) 5,000 4,000 3, K 4wk 500K 2wk 500K 4wk 400K 2wk 400K 4wk 300K 2wk 2, K 4wk 200K 2wk 1, K 4wk Days

22 DRIVING FAME AND JUSTIFYING PREMIUM DIGITAL IMPACT, FAME AND EMOTIONAL INTENSITY +43% increase in neurosciencemeasured emotional intensity and +20% increase in memory encoding Priming and +36% congruence effect to other digital media (vs TV) +17% stronger association with Iconic Fame factor and +12% for powerful and premium Source: Ocean Neuroscience; Storm Implicit Testing

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