1 OUT OF HOME IN 2018

Transcription

1 OUT OF HOME IN

2 THEMES OF 2018 UNCERTAINTY - A FOCUS ON THE BRAND A DIGITAL FUTURE TECHNOLOGY DRIVING CHANGE

3 1. UNCERTAINTY - A FOCUS ON THE BRAND

4 ECONOMIC UNCERTAINTY CREATES OPPORTUNITY TO USE THE REAL STRENGTHS OF OOH #NewNormal People expect authentic and bold communication Staying relevant when our attention spans are getting shorter Fight or Flight for brands

5 BRANDING ACTIVATION BALANCE TWO WAYS MARKETING WORKS Brand building Long-term sales growth Sales uplift over base Sales Activation Short term sales uplifts Time Short term effects dominate ~ 6 months Source: IPA Binet & Field 2016

6 REACH IS THE PRIMARY DRIVER OF EFFECTIVENESS BROAD REACH STILL TRUMPS TIGHT TARGETING 2.0% 1.8% Annual mkt. share growth 1.6% 1.4% 1.2% 1.0% 0.8% 0.6% 0.4% 0.2% 0.0% Customers Non-customers Targeting Both Source: IPA Binet & Field 2016

7 REACH IS THE PRIMARY DRIVER OF EFFECTIVENESS CORRELATION BETWEEN REACH AND PROFITABILITY 35% % increase in VL business effects from adding medium 30% 25% 20% 15% 10% 5% Long term profit driver Cinema Press Online Radio TV Outdoor 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Average daily reach Source: IPA cases , IPA Touchpoints 2

8 BRAND BUILDING IN OOH

9 2. A DIGITAL FUTURE

10 A DIGITAL FUTURE Reaching 50% + A critical mass and tipping point Key value sites are now digital Data and context driving effectiveness Content opportunities across digital channels Fame driver A creative canvas Combination advantages digital and non-digital

11 OOH IS A GENUINELY DIGITAL AD CHANNEL UPGRADED DOOH BETTER AUDIENCE DYNAMIC DOOH INTEGRATED TECH INVENTORY INSIGHTS CREATIVE PLATFORMS

12 SIGNIFICANT INVESTMENT CONTINUES APACE UK WIDE CREATIVE AND CONTENT CANVAS

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

14 LOCATION AND CONTEXT TOGETHER +44% driving behavioural change

15 ONLINE CONSTRAINTS CREATING CONTENT OPPORTUNITIES FOR OOH IN THE DIGITAL SPACE Digital vs Traditional Marketing Follow the consumer A new level of data Automated real time trading Individual targeting, mass scale Creative possibilities Brand Safer Trust Cross-Platform Non-Duopolistic Top of Funnel Bespoke Talon Generator initiates to address opportunity Greater cross-platform integration of content Brand safety paramount

16 2018 FORECASTS Television ( inc. partnerships) 2018 ( m) 2017 ( m) % Change 5,236 5, Out of Home 1,168 1, Print 1,523 1, Online Display 4,867 4, Radio Cinema Total Market 13,697 13,

17 INCORPORATING TECHNOLOGY ODMP AUDIENCE DATA LOCATION CONTEXT

18 MEDIA OWNERS ARE AT THE START OF THEIR ROADMAP Q Q BY Q2 NEXT YEAR, MEDIA OWNER TECH CAPABILITIES WILL BE READY FOR INTEGRATED AUTOMATION

19 PLATO AUTOMATION PROJECT PROGRESS First walk through 3 rd November Availability Inventory management Aug Sep Oct Nov Dec Jan Feb Mar Apr May Front End POC Front End Campaign Clearing House R1 Infrastructure Development Development R2 R3 R3 Starts July 2018 UAT UAT Next release scheduled Jan 2018 Creating a media plan Buying workflow

20 ODMP WILL BE FUELLED BY TWO CATEGORIES OF DATA AUDIENCE DATA LOCATION CONTEXT

21 TECHNOLOGY HAS DRIVEN SOLUTIONS FOR: COMPLIANCE ACCOUNTABILTY EFFECTIVENESS VIEWABILITY

22 TECHNOLOGY ALSO DRIVING EXPERIENCE-LED INNOVATION Content Live streaming Disposable content Mass personalisation AR/VR Unique experiences

23 TALON GENERATOR EVENTS 2018

24 2018 SUMMARY Branding to drive trust and loyalty Bravery to consider content and context opportunities around integrated digital media Embracing data, technology, creativity and innovation to reach consumers and media efficiencies

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