GAMBLING INSIGHTS AND OPPORTUNITIES IN OOH

Transcription

1 GAMBLING INSIGHTS AND OPPORTUNITIES IN OOH JULY 2017

2 SECTOR TRENDS

3 A QUICK OVERVIEW OF THE GAMBLING INDUSTRY It is a 13.8billion industry consisting of varying sectors arcades, betting, bingo, casino, lotteries and gaming machines. 100,000 employees 8,788 betting shops. 176,410 gambling machines. 583 bingo premises. 147 casinos. 1,729 licensed arcades. 1.7billion contributions to good causes from the National Lottery million contributions to good causes from large society lotteries. Source: UK Gambling Commission

4 ONE THIRD OF GAMBLING TRANSACTIONS ARE ONLINE Almost half of those who gamble have used an app to do so. It is expected that every gambling platform will have a mobile app in Of those who gambled online in the last 6 months over 42% do so at least once a month increasing to 55% among men aged Almost 25% gambling takes place in the workplace or one the move, whilst OOH This marks a great opportunity for brands to tap into an audience whilst they are in their daily routines to/from work and OOH in evenings. Source: UK Gambling Commission and Exterion Work.Shop.Play

5 PEOPLE THAT GAMBLE ARE MORE LIKELY TO BE MALE, 25-44, C2DE AND LIVE IN LONDON 1 out of 5 live in London but they are also more likely to be living in Scotland (i112) and the North West (i114) Scotland 9% North East 5% North West 13% West Midlands 8% Wales 5% South & South West 5% Yorkshire 10% South & South East 10% East Midlands 6% East 7% London 21% Source: TGI 2017

6 KEY 2017 GAMBLING TRENDS Mobile gaming will keep growing It is expected that every gambling platform will have a mobile app in 2017 Online gambling will benefit from Freemium model Consumers can trial a product for free before making a commitment or even a deposit esports will keep growing Analysts expect esports to surpass $1 billion revenues in 2017 Offering differentiation will rely on providing a unique experience through the use of content

7 THE GAMBLING ADVERTISING MARKET IS WORTH 334M Sports 127m Lottery 86m Bingo 60m Casinos 54m Poker 5m Scratchcards 1m Source: Nielsen Apr 2016 Mar 2017

8 EVEN THOUGH OOH EXCELS AT REACHING GAMBLERS, IT ONLY MAKES UP 2% OF AD SPEND TV 47% Digital 25% Press 17% Direct Mail 5% Radio 4% OOH 2% Source: Nielsen Apr 2016 Mar 2017

9 WHY OOH?

10 % Reach OOH IS THE MEDIUM TO WHICH AUDIENCES ARE MOSTLY EXPOSED TO THROUGHOUT THE DAY Only TV overtakes OOH around 8PM but on average people that gamble are 68% more exposed to OOH compared to TV OOH TV Radio Press Cinema Source: TouchPoints 2016

11 Index ALL OOH FORMATS OVER INDEX AGAINST A GAMBLING AUDIENCE Airports, 18%, 132 TCPs, 14%, 118 Clus/Pubs, 19%, 151 Motorway service stations, 17%, 133 Cinema foyers, 19%, 126 Rail, 18%, 121 Taxis, 20%, 138 Washrooms, 24%, 123 Phone kiosks, 21%, 135 Convenience stores, 23%, 124 Bus interior, 27%, 123 Roadside 6s, 39%, 123 Roadside 48s/96s, 45%, 116 Bus stops, 49%, 115 Supermarkets, 42%, Bus supersides, 33%, UG, 18%, Malls, 23%, % 10% 20% 30% 40% 50% 60% Exposure Source: TGI 2017

12 Index OOH AND TV COMPLEMENT EACH OTHER 110 OOH indexed against light TV viewers Most effective channels for Brand Building Heavy Medium Light Light TV viewers are more likely to travel and therefore be more exposed to OOH TV and OOH stand apart in delivering Brand Building, through actual profitability and ROI through brand-related advertising. Source: TGI; Field and Binet 2013

13 % Reach OOH IS MORE EFFECTIVE IN ADDING INCREMENTAL REACH AT HIGHER LEVELS OF INVESTMENT All scenarios resulted in increased combined reach Highest gains in reach at medium to high levels of investment Threshold of 600k to achieve a +9% increase in reach Low investment Medium investment High investment % +2% +8% +9% +9% +9% K 200K 0 400K 600K 0 800K 1M TV TV + OOH TV TV + OOH TV TV + OOH

14 COMBINED DELIVERS GREATER AUDIENCES 60% of Light Press Consumers are medium / heavy OOH Consumers % Press reach 77.4% OOH reach OOH Delivers 35% Incremental Reach 84.2% Combined reach Source : TGI Any OOH / Any Newspapers weekly reach.

15 OOH DRIVING PEOPLE ONLINE - CASE STUDIES +44% contextual DOOH driving behavioural change +24% sales uplift from optimised or contextual planning

16 FLEXIBILITY OF DOOH - TARGETING KEY TIMES / EVENTS WITH HIGH BETTING INTEREST 83% of those who have gambled in the last month agree that they are likely to gamble on specific sporting events and 66% say they enjoy a sporting event more if they ve place a bet on the outcome. 50% of those audience also think gambling can be as much about the people that you are with as the bet itself increasing to 68% of Londoners showing the social side to gambling is a key draw. Nearly 90% of those who have gambled in the last month agree that gambling can be a dangerous habit. Brands therefore need to be cautious in their messaging and ensure that they are using relevant, contextual content to target their audience. Source: Exterion Work.Shop.Play

17 TARGETING BETTING OCCASIONS SUCH AS ELECTION, WIMBLEDON, FOOTBALL AND OSCARS

18 CASE STUDIES

19 CAMELOT SCRATCHCARDS Putting everyday winning into context Mix of pre-written and live digital content More than 300 bespoke ads served Results: Unique buyers up 50% Biggest sales week in 6 years

20 MCDONALD S - CONTEXTUAL OOH: MONOPOLY GOLDEN CHANCES Strong visibility and effect of whole OOH campaign A fifth of target audience saw the digital OOH; correlation with digital OOH locations and then playing the promotion People who saw the DOOH were more positive towards the promotion and likely to engage This group were also more likely to visit store, more likely to play, more likely to play more often Strong impressions of the contextual nature of the ads and to take action Digital OOH effect vs static against key metrics of Visit, Play, Frequency and Intention = +14%, with 4% to 24% range Source: Talon Dipsticks

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