jcdecaux outdoor showcase no_25
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The latest new relating to Out of Home brought to you by the World's NTRANSCRIPT
Outdoorshowcase
Issue 25 - February 2011
For more information: JCDecaux OneWorld +44 (0)20 7298 8046 [email protected]
Produced by JCDecaux OneWorld
Digital Out-of-HomeA New Era
InternationalSales NewsVans, Google, Cuba Tourist Board & Ryanair
Group Snapshot & Case Studies
Saudi Arabia, UAE, Singapore, USA,
France
AirportContracts
JCDecaux Retail
Heathrow AirportLondon, UK
Page 2 // February 2011
November 2010 // Page 3
04 // Digital Out-Of-Home Gathers Momentum An overview of digital outdoor across the JCDecaux Group
InsIde thIs Issue
19 // Latest Adspend Forecast Summary A roundup of the latest adspend forecasts
27 // JCDecaux Innovate International Discover the latest JCDecaux Innovate International campaigns
20 // International Sales News Latest campaigns from Vans, Google, Cuba Tourist Board and Ryanair
22 // JCDecaux Retail An overview of the retail offer across the JCDecaux Group including Top Advertisers in key markets and case studies
34 // Airport Lounge The latest news and developments in airports worldwide
37 // News in Brief •Usnap •MediaSnippets •iMagephotolibraryupdate •NewfacesatJCDecauxOneWorld •Latestpublications
15 // Contracts AirportcontractstakeoffinSaudiArabia,UAE,Singapore,USAandFrance.
OutdoorShowcase//Contents
February 2011 // Page 3
Page 4 // February 2011
GlobalDigitalOut-of-Homeisexperiencingevergrowingrevenuesacrosstheglobe.PQMediaestimate 2009 global revenues to be around $6.69billion,drivenbyAsia-PacificandLatinAmerica.PQMediaforecastacompoundannualgrowthrateof10.1%fordigitalOOHoverthenextfiveyears.
AccordingtotheUK’sScreenDigest,WesternEurope’sdigitalout-of-homerevenuewillreach €211min2010,withtheUK,FranceandGermanytakingthelion’sshare.By2014,itispredicted that digital revenues in this region will enjoyatwo-foldincreaseto €468m.
UKIntheUK,DigitalOut-of-Homeaccountedfor11.4%ofalloutdooradvertisingspendin2010,accordingtotheUKOutdoorMediaCentre(OMC).ScreensintheTransportplatform currently account for the largest share of revenue but Roadside and Retail platformsarequicklygainingground.
As the only global company focused exclusively on outdoor advertising, JCDecaux leads development in Out-of-Home with advances in technology, new product concepts and innovative formats. This position has ensured that Digital Out-Of-Home has rapidly grown within the Group with the number of digital screens more than tripling in 2 years.
USAIntheUS,DigitalOut-of-Homerevenueswereestimatedtobesome$2.47bnin2009.Digitalbillboardswerethefastestgrowing platform in 2009, with revenues estimated at $502m, with an expected growthof13.2%in2010.(source:PQMedia,DigitalOOHForecast)
ChinaIn China, the first two quarters of 2010 have seendigitalout-of-homerevenuesreach€219.5m
(Source:AnalysysInternational).
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Digital Revenue
Digital gathersmomentum acrossthe Group
M4Torch,London,UK
February 2011 // Page 5
JCDecaux’sinitialinvestmentindigitalwaswithinenclosedenvironmentssuchasmetrostationsandairportswherescreenswouldnotbesubjectedtoharshexteriorenvironmentalconditions.Astechnology & design advanced, roadside panels became more viable both in terms of performance andinvestment.Landmarkstructures,suchastheTorchintheUK,wereinstalledalongsidelargeformatnetworkssuchasPrimeTimeinLondonanddigitalSeniorsinCannes,France.
New NetworksJCDecaux investment continued in 2010 with new networks being launched in Italy in both airport and metro, in Finland on the tram and metro, in Germany in metro and airport, in China in airport and metro andintheUK,onroadsidewithupgradedscreensfortheTorch.In2011,thelaunchofanewjointventure between JCDecaux and Aéroports de Paris(ADP)isduetostartinJulywithaviewtocommercialising advertising space and operating atelevisualmediumattheParis-CharlesdeGaulle,Paris-OrlyandParis-LeBourgetairports.
JCDecaux & Digital
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OutdoorShowcase//DigitalGathersMomentum
Recent Upgrades in China & UKKeepingupwiththelatesttechnology,thedigitalscreensoftheiconicM4Torchwereupgradedin2010.Theupgradeprovidedtwo(6.75mx4.5m)screenswitha10mmpitch,deliveringanimage3timesthequalityofthepreviousscreens.
InChina,thenewMega103”TVNetwork,covering48MTRstationsinHongKong,providespowerfulvisualimpactwithhigh-qualitypanels.Thenetworkcomprises105Trackside103”PlasmaTVsin26primelocationsand51concourseLCDTVsat48MTRstations’keyentrances.TheoriginalTVNetwork,withscreensmeasuring63’’,waslaunchedbackin2003andthislatestupgradebringsadvertiserstheverybestinscreenqualityonamuchlargerscale.
JCDecaux’scontinuedinvestmentinDigitalOut-of-Homehasgivenadvertiserstheopportunityforgreaterengagement.Notonlydoesdigitalprovideflexibility,time-basedtargetingandreal-timeinformation,butitalsocreatesgreatercreativeopportunitieswiththepotentialforeye-catching,cleverandappealingads.DigitalOut-of-HomecontinuestoensureOutdoorremainsoneofthemostviablechannelsofmasscommunicationandthatJCDecauxremainstheundisputedleaderinOut-of-Homeadvertising.
Digital gathersmomentum acrossthe Group
Page 6 // February 2011
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JCDecaux GlObal Digital OfferAudit at June 2010
% Panels by Activity
LargeFormat0.4%
Malls2%
Transport55%StreetFurniture7%
Airport36%
Present in17 c0untries
6,246 screensR0adside TrainMalls TramCampus BusAirp0rt Metr0
February 2011//Page7
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OutdoorShowcase//DigitalGathersMomentum
Portrait4%
Landscape96%
Portrait46%
Landscape54%
Portrait9%
Landscape91%
% Group Panels by Orientation
Portrait14%
Landscape86%
Airport
Birmingham,UK
Cannes, France
HongKong,China
LosAngeles,USA
Transport
Large Format
Street Furniture
63% landscape
37%portrait
Page 8 // February 2011
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UK:London,HeathrowIBM
Digital’sappealliesinitspotentialforeye-catching,timelyandtargetedadvertising.Themediumoffersthebenefitsofflexibility(bothintermstimingandcontent),impactandreal-timeresponseasdemonstrated by this selection of recent JCDecaux campaigns:
Live Wimbledon Updates Digital Interactive Expo.
USA:NewYork,JFKAccenture, ExxonMobil, IBM, Sprint
Sleek Product Promotion
China:Shanghai,HongqiaoBMW
PrimeTime Real-Time Booking
UK:LondonHello! Magazine
JCDecaux Recent Digital Campaigns
more...
more...
more...
more...
February 2011 // Page 9
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Animated Spectacles
UAE:DubaiRay-Ban
China:HongKongCanon
Panel Pairs Clever Combination of Flash and Video
China:ShanghaiAXA
Moving Models Turn HeadsChina: BeijingWatsons
Animated Adverts Perfectly PlacedUK:NationalAmerican Express
Live Art Show Stream
UK:LondonSuzuki Swift
more...
more...
more...
more...
more... more...
Page 10 // February 2011
Dig
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al 2010hasseenthelaunchofnewnetworkswithintheJCDecauxGroupofferingtime-based
targeting,flexibilityandnewcreativeopportunities.
GermanyBerlin Friedrichstrasse underground station became the first station in which theadvertisingofferisexclusivelydigital.LaunchedinJulybyWallAG,thedigital-onlystation offers 26 digital advertising sites, comprised of 14 digital CityLight Poster showcases located near the platforms, 12 digital CityLight Boards as projections on the walls behind the tracks and two bluespot terminalsontheplatforms.
Intel, who was the first client to appear at the newly digitalised station, created a realbuzzwithitseye-catching‘Wemaketomorrowhappen’campaign.
Click here to view:
ItalyIGPDecauxhasinstalled67digitalpanelsinthe most frequented underground stations in Milan.The57inchLCDscreenswillenableadvertisers to communicate more effectively and in a more focused way, thanks to their high-trafficlocationsandthetime-targetedtechnologyavailablewithinthepanels.Thenew offer is split into three segments:
Non Stop, ensuring maximum exposure throughout the day
Commuters, to reach the passengers who use the underground in the morning and evening to get to and from work
Fun & Shop, communicating to shoppers and passengers travelling for leisure purposes, including going out in the evening
Newly Launched Digital Netw0rks
February 2011 // Page 11
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AustraliaJCDecauxwasrecentlyawardeda7-yearcontract with Metro Trains Melbourne for the provision of small format advertising signage.Thecontract,whichstartson1stDecember2010,includestheroll-outofaDigitalOOHConcourseNetwork.
OutdoorShowcase//NewlyLaunchedDigitalNetworks
A brand new Digital Boarding Gate network has been launched at Hong Kong International Airport. Positioned in strategic locations to target departing and transit passengers, the network comprises eleven70inchHDLCDdisplays,withmoretobelaunchedsoon.
Hong Kong
IGPDecaux recently expanded its digital offering to Milan Malpensa airport, which came after the successful installation ofdigitalpanelsatMilanLinateairportin2008.Theforty57inchLCDscreensoffer high visibility in high traffic areas (car parks, departure and arrivals areas and afterpassportcontrol).Toensuremaximumexposure, only four advertisers can be booked on the network at any one time duringa14-daycampaignperiod.
Italy
Page 12 // February 2011
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Finland750newDigiscreenswerelaunchedonthetram and metro in Helsinki,Finland.Thescreens deliver a mixture of news, weather, informationandads.Soldindayparts,the Digiscreens can reach up to 200,000 peopledaily.
ChinaIn China, there are 16 new Digital Panels at Xinjiekou station in Nanjing and in the Shanghai metro,therearenew65’’LCDscreensand32’’escalatorpanels.
Nanjing
A brand new digital network launched in December at Frankfurt Airport in Germany.Sixteenstate-of-the-art70”flatscreens are located in strategic areas of the airport and display ads from 4am to midnight.
Germany
February 2011 // Page 13
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OutdoorShowcase//DigitalResearch
JCDecauxAirportUKmanagesoneofthe largest digital estates of any airport worldwide.Inorder to investigate how people view digital advertising in the airportenvironment,JCDecauxAirportUKcommissionedastudyusing‘Eyetracker’,a special pair of spectacles fitted with a device that records what people see in their field of vision, as well as the precise spotsonwhichtheireyesfocus.
In total, the screens in the International Departure Lounge received close to 100 impacts per respondent per passenger journey
Onaverage,each screen was seen at least once per passenger journey
94% of respondents thought that moving ads were more striking than static digital ads
87% stated that an animated digital ad would definitely grab their attention
Flicker animation works: animating small parts of a creative can draw attention to important elements and can bemoreeye-catchingthanfullcreativeanimation–the‘Flicker’effect.
Project Eyetracker: UK Airport
Researching Digital Out-0f-H0me
Visual breaks work: the visual break created by inserting a blank screen into asequenceofadswaseffectiveatre-engaging attention to the following ad, especially if it was brightly coloured
Count-down trigger: a visual countdown seems to trigger an almost instinctivereactioninustopayattention.Usingavisualcount-downbeforeeachloop of an ad reel may increase attraction
High attraction colours: bright blues, greens and reds elicited the highest attraction
This research provides a greater understanding of how passengers are drawn to digital advertising in the airportenvironment.Byprovidingvisualinformation in the same way that the information is sought, advertisers are able to maximise the communicative power of theirdigitalairportadvertising.
RespondentswerefittedwiththeseEyetrackerglassesandaskedtobrowsearoundtheInternationalDepartureLoungeofHeathrowTerminal5.
Creative Applications
Research Findings
Conclusion
Research Objective
Digital Displays Outperform Scrolling Boards
+78% Hitrate
+138% Dwell time
+62% Recall
Page 14 // February 2011
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Research FindingsThestudywassplitinto2parts.
Conclusion The overall findings from the 2 studies revealed that people are genuinely impressed by the quality and impact of theLEDscreens.Theyfindthembothattractiveandengaging.Thecombinationof high attraction, longer dwell times and visual impact leads to greater recall of bothbrandandcreativecontent.
Part 1: Perceptions, Opinions & InterestFocusGroupswereusedtoprobepeople’sopinions, feelings and reactions to both theLEDscreensthemselvesandalsotheadvertisingshownonthenewdisplays.
The study revealed that consumers had a verypositivereactiontodigitaldisplays.They thought that advertisements shown onthedigitaldisplayshadagreat‘WOW’factor as well as greater clarity and definition.Consumersbelievedthatthesescreens would confer high prestige on the brandsdisplayed.
Part 2: Attraction, Engagement & ImpactMobileeye-trackingwasusedtogainempirical measures of attraction and engagementwiththeLEDdisplays.Thesemeasures of attraction and engagement werecomparedwithscrollingbillboards.
The study revealed that both digital and scrollingboardswereeye-catchingandgeneratedgoodlevelsofrecall.Howeverdigitaldisplaysattractedmoreeye-contactandheldpeoplesattentionforlonger.
Research ObjectiveInMay2008,JCDecauxUKlaunchedanetworkof18m2high-resolutionLEDscreensacrosskeylocationsincentralLondonnamed‘Primetime’.
Toinvestigatethepowerofthesedigitalbillboards,JCDecauxUKcommissionedastudytounderstandconsumer’sreactionstothenewscreens,aswellastogainsomemeasureoflevelsofengagementandattractiontotheadvertisingshown.
Project Primetime: UK Roadside
New ContractsSaudiArabiaDubai USA SingaporeFrance
10years 10years 9years 7years 91/2 years
February 2011 // Page 15
OutdoorShowcase//Contracts
JCDecaux wins advertising contract for 26 airports in Saudi ArabiaJCDecaux ATA, a subsidiary of JCDecaux and a joint venture with SaudiArabiancompanyATA,haswona10-yearcontractforadvertisingconcessionsacrossSaudiArabia’s26airports.
ThedealcoversSaudiArabia’sfourinternational airports in Jeddah, Riyadh, Dammam,andMadinah,aswellas22domesticairportsacrossthecountry.
Thecountry’sinternationalairportshaveundergone expansion and the main airlines, SaudiArabianAirlinesandNasAir,willbeincreasingdomesticandinternationalroutes.
Jean-Charles Decaux, chairman of the executive board and co-chief executive of JCDecaux said: “This is a strategic move that will strengthen JCDecaux’s position as the leading player in the Middle East and North Africa region, introducing a unique premium outdoor advertising platform. Our prime location networks will target high-profile audiences in the fast growing markets of Saudi Arabia, the UAE, Qatar and Algeria”
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ts 39.4 million people travelled through the 4 international airports in Jeddah, Riyadh, Dammam, and Madinahin2009.(source: GACA)
SaudiArabia’stotaladvertising expenditure is predicted to reach $US1,050m in2010withOutdoor
forecast to take a 12% share. (source: ZenithOptimedia Adspend Forecast Oct. 2010)
SaudiArabiaisthemostthriving economy in the region with an estimated quarter of the world’s total petroleum reserves fuelling its hundred-billion-dollar infrastructure andinvestmentprojects.
Page 16 // February 2011
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JCDecaux awarded exclusive advertising contract for Dubai World Central-Al Maktoum International
Uponcompletion,DWCwillhavethecapacitytobetheworld’slargestairportintermsofvolumeandsize,offeringworld-classfacilitiesandservices.
Jean-Charles Decaux, chairman of the Executive Board and Co-Chief Executive of JCDecaux said: “We are delighted to have been awarded this second contract by Dubai Airports, underlining the success of our existing partnership. DWC is a strategically important project to have secured, strengthening JCDecaux’s product range in the UAE and enabling our clients to communicate with a wide range of audiences, from business to leisure travellers. This is a remarkable achievement that consolidates JCDecaux’s leading position in Airport advertising worldwide.”
JCDecaux has extended its partnership with Dubai Airports by entering intoa10-yearcontractfortheexclusiveadvertisingconcessionatthebrandnewairportfacilityinDubaiintheUnitedArabEmirates:theDubai World Central-Al Maktoum International (DWC).
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ts JCDecaux Dicon,a75/25jointventure between JCDecaux and its local partner Dicon, has exclusively managed the advertising for Dubai International since2008.
DWCwillfeaturefiverunways,up to four terminal buildings, and have the capacity to handle 160 million passengers a year1, almost double the 88 million passengers2 of Atlanta International Airport, currentlytheworld’sbusiestairport.
Dubai Duty Free was named the “Retailer of the Year 2010” at the Retail CityAwardsinDubai.ItsturnoverreachedUS$1.14billionin2009andtheoperationwasonce again named as the largest single airportretailerintheworld.
[1] Source: Dubai Airports [2] Source: Airports Council International
CitizenDubai International Airport
JCDecaux is present in 28airports intheU.S.
JCDecaux holds contracts for Airports in 6 of the top 10 DesignatedMarketAreas.
Over 551 million passengers pass through JCDecaux U.S.airportsevery year.
JCDecaux has coverage of the key international gateways of New York, LA, Houston and Miami.
February2011//Page17
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OutdoorShowcase//Contracts
JCDecauxhasbeenawardeda9-yearcontractfortheadvertisingconcessionsatWashingtonReaganNationalandWashingtonDullesInternationalairports.
JCDecaux renews advertising contract for Washington DC Airports
Withmorethan40millionannualpassengers,Reagan National and Dulles International airports are the gateways to the capital of the UnitedStates,coveringbothdomesticandinternationalpassengers.Theadvertisingconcessions at the two airports have been operatedbyJCDecauxsince1996.Therenewed contract also includes marketing and sponsorshipdevelopmentopportunities.
Jean-Francois Decaux, co-Chief Executive Officer of JCDecaux, commented: “Our selection for this new contract results from JCDecaux’ strong track record in terms of advertising revenue per passenger, our creativity, and our success with the deployment of state-of-the-art digital products throughout our network of 20 airports in the United States, which also includes the three New York airports and Los Angeles International airport”.
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ExxonMobil WashingtonDullesInternationalAirport
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Page 18 // February 2011
JCDecaux wins advertising contract for Changi Airport in Singapore
Changi Airport is the seventh busiest international airport for international travellers, with37.2millionpassengerspassingthroughitin2009.
The contract includes the creation of new landmark advertising sites in the departure halls ofTerminals1,2&3andtheintroductionofa70-inch LCD digital screen network with more than 70sites.
Jean-Charles Decaux, Chairman of the Executive Board and co-CEO of JCDecaux said: “We are delighted that Changi Airport Singapore, the most important airport gateway and a major international hub in South East Asia, has chosen JCDecaux. We will redevelop the advertising to provide our clients with high impact and iconic sites and to enhance the travellers advertising experience. This contract strengthens our airport advertising network in Asia that includes Hong Kong, Shanghai, Beijing, Bangalore, Bangkok and Macau. It reinforces JCDecaux as the N°1 worldwide in airport advertising.”
Changi Airport has won many awards in 2010 including:
World’s Best Airport 2010 - Skytrax
Best Airport - Business Traveller
Best Airport in the World - Ultratravel Magazine
Asia’s Best Airport - Asiamoney
JCDecaux’s presence here also includes:
DominantStreetFurniturecoverageofSingaporecitycentreandthe
leading towns on the island
StreetFurnitureinthepremiumshoppingstreetOrchardRoad,themost significant shopping street on the island
HighprofileLargeFormatsites in key locations across the city
JCDecaux has been awarded the advertising contract for Changi AirportinSingapore.The7-yearcontractfollowsacompetitivetenderandstartsinJanuary2011.
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2011 Latest News
New partnership between Aéroports de Paris and JCDecaux to operate static and digital networks in Paris Airports.
Click here for the full story
February 2011 // Page 19
The latest advertising expenditure forecasts indicate that the green shoots of recovery are beginning to show in the major global markets. In particular, the two major markets of UK and China are predicted to enjoy healthy growth this year. Of particular note, UK Outdoor is forecast to out-perform total media in 2010 and 2011.
GLOBAL ADSPEND FORECASTUPDATE
Management Summary
For your information: JCDecaux OneWorld brings you a roundup of the latest ad revenue forecasts updates, sourced from the major adspend forecasters. As usual, the forecasters agree in some areas in their predictions and disagree in others. However there is usually a broad consensus to the general direction of revenue movements. These general overall trends are highlighted in the Management Summary.
Forecasting is far from an exact science even in the most stable of times, so given the current global turmoil it is even more difficult for forecasters to accurately reflect the most recent developments in their revenue predictions. These data are provided in order that you are informed of information available in the marketplace.
However, revenue forecasts should always be tempered with your own knowledge of the market place, particularly during these turbulent and fast-changing times and should not be accepted without question.
Full details of quoted updates are available on request from JCDecaux OneWorld: [email protected]
Global - ZenithOptimedia
• ZenithOptimedia’s October forecast for 2010 global ad expenditure has been upgraded to 4.8%, up from 3.5% in July
• Adspend in all regions is forecast to grow in 2010 with the highest growth in Latin America (16.8%), followed by Central Eastern Europe (7.2%) and Asia Pacific (6.3%)
• By 2011, ZenithOptimedia estimates that global adspend growth will be 4.6%, a minor slowdown after strong growth in 2010. 2012 is expected to be the strongest year of the upturn, with predicted adspend growth rate of 5.4%
• Global Outdoor is forecast to grow steadily to 6.8% by 2012. In USA, advertising categories such as communications and entertainment maintained their consistent presence on Outdoor throughout 2010 while spending by banking and financial services is on the increase
• The Internet enjoyed a global share of 12.8% last year and continues its steady rise to take up 16.5% of total expenditure by 2012
• Press (newspapers) has been losing global share since 1987 and its share is estimated to drop to 19% in 2012
UK - Merrill Lynch
• Merrill Lynch estimates that the UK adspend will grow by 6.7% this year, falling to 3.9% next year but back up to a healthy 7% in Olympic year.
• UK Outdoor is predicted to outperform the market in 2010 and 2011. It is forecast to maintain or grow its share as it benefits from the fragmentation of in-home media, digital innovations and also potential consolidation benefits
China - GroupM This Year, Next Year
• GroupM predicts that China’s advertising market will reach RMB 306 billion (€32.7 billion) this year, a 16% increase over 2009
• China’s new media is not yet replacing traditional media but advertiser options have started to multiply, especially in digital, events, sponsorship and other branded content
Click here for the full report
Ryanairbookedatwo-monthcampaigninSantsstationin BarcelonafromSeptembertoNovember2010.Thecorridor wraps were deemed a success and the booking hasbeenrenewedfromJanuarytoMarch2011.
Further bookings include Düsseldorf CityLights in Germany;amulti-formatbookinginMilan, Bologna and Pisa in ItalyandSeniorpanelsinOslo, Norway, all ofwhichtookplaceinDecember.
Take flight with Ryanair
Colourful cubaThe Cuba Tourist Boardbookedamulti-formatcampaign, in key cities in 10 targeted countries, namely Chile, Denmark, Finland, Italy, Germany, Netherlands,Norway,Portugal,RussiaandSpain.
StreetFurniture,LargeFormataswellasTramandBusadvertisingwereallincluded.Thecampaign,whichstartedin2010,willcontinuetoruninto2011.
Page 20 // February 2011
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International SalesNews
Vans had a flurry of marketing activity at the end of 2010 with its first CityLight network booking in Tel Aviv including3fullywrappedshelters.
Further bookings included fully wrapped buses and bus backs in Florence, Italy;aMontparnasseMetrocorridordominationinParis, France; a station banner in Bern, Switzerland; Plaza Catalunya metro station corridor wraps in Barcelona, SpainandfullywrappedEurotramsinRome, Italy.
OutdoorShowcase//SalesNews
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Google It! Google,abrandnewJCDecauxOneWorldclient,bookedamonth-longcampaigntopromote Google Apps at London Heathrow and Paris Charles de Gaulle airports.
ThecampaignatHeathrow,whichisfocusedon digital media, is booked throughout Terminal 5 as well as on the platforms leading fromtheHeathrowExpresstrainintotheterminalbuilding.
In Paris, the campaign, booked on 250 faces throughout the airport, is targeted at all departing and arriving passengers for maximum impact.
February 2011 // Page 21
THE ORIGINAL
The JCDecaux retail offer now covers 21 countries, including 14 countries in Europe, 3 in Asia Pacific, 2 in the Americas, 1 in Central Asia and 1 in the Middle East.
Belgium
Croatia
Estonia
Finland
FranceGermany
LatviaNorway
Portugal Slovakia
Slovenia
Spain
Sweden
UK
HongKong
Japan
Singapore
USA
Argentina
Qatar
Page 22 // February 2011
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Present in 21 countries
Over1,500 malls and retail outlets
Around 22,000 advertising faces
€ 25 million in advertising revenue
JCDecaux Retail
Snapshot
Kazakhstan
USAIntheUSA,JCDecauxestablishedtheMallscapeconcept in 1998, introducing the idea of stylish advertising units placed in key locations thoughouttheshoppingmall.TheMallscapeportfolio offers 36 of the highest quality malls in theUS.
Fact: 187millionadults-representing94%oftheadultpopulationintheU.S.-visitashoppingcentreeverymonth.
JapanMCDecaux,ajointventurebetweenJCDecauxandMitsubishi,introducedthemallscapeadvertisingconcepttoJapanin2001.Thebusinessexpandedrapidly,thoughoutJapan’slargestandmostprestigiouscities.By2009,MCDecauxwaspresentin163shoppingmalls,covering19ofthe20largestcities.
Fact: MCDecauxMallscapeoutletsreceiveabout80millionvisitorspermonth.
UKJCDecaux offers shopping mall and point of saleadvertisingintheUK,coveringtheUK’smostimportantsupermarkets(Asda,Waitrose,MorrisonsandTesco)with953storesandabout90shoppingmallsnationwide.Digitaladvertising is on offer in 18 of the top 30 nationalmalls.
Fact: TheaverageUKresidentvisitsamall30timesayear.
QatarQatarbecameJCDecaux’sfirstmallbusinessintheMidddleEast,whenitsjointventureq.mediaDecauxwonthecontract for Villaggio, the largest and most prestigiousmallinDoha,thecapitalofQatarin2009.
Fact: The Villaggio mall has an estimated annualfootfallinexcessof14m.
GermanyThroughtheacquisitionofWallAGinlate2009,the JCDecaux portfolio was strengthened with theadditionof44malls.
Fact: 72%ofmallvisitorscometoabuyingdecisionatthepointofsale.
© DiskArt™ 1988
February 2011 // Page 23
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Trend: Top10CategoriesMallAdvertising Rank ‘09 Rank ‘08
Entertainment/Leisure/Film 1 1
Personal Care/ Luxury Goods 2 2
Fashion 3 3
Food & Beverage 4 4
Telecom/Technology(incl.ElectricalAppliances) 5 6
Services(incl.TelecomsServiceProviders) 6 5
Finance 7 8
Retail 8 9
Government 9 11
Restaurants 10 7
JCDecaux mall revenue 2009: €25 million
Entertainment/PersonalCare/FashionFood/Telecom/Leisure/Film Luxury Goods Beverage Technology
Page 24 // February 2011
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Top 5 categories mall advertising
Entertainment/PersonalCare/FashionFood/Telecom/Leisure/Film Luxury Goods Beverage Technology
6 7 8 9 10
Global Top 10 spenders mall advertising
Click here for the
Luxury Case Study
Click here for the
Soft DrinksCase Study
Click here for the
UtilitiesCase Study
Click here for the
Fragrance Case Study
February 2011 // Page 25
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USA
WarnerBros
ABC Family Channel
Lifetime
Allergan
Sony
Japan
Unilever
Coca-Cola
Nissin Foods
Panasonic
McDonald’s
UK
Vodafone
T-Mobile
Chanel
KennethGreenAss.
SonyEricsson
Portugal
Vodafone
Tempus International
Optimus
Samsung
Unilever
Germany
WarnerBros
ABC Family Channel
Lifetime
Allergan
Sony
Singapore
Unilever
Coca-Cola
Nissin Foods
Panasonic
SmileDentalSurgeons
Qatar
Qtel
Ali Bin Ali
Azdea
Karamaa
Mercedes-Benz
Finland
Teliasonera
Coca-Cola
FSFilm
SkyCellar
LU
Local Top 5 spenders mall advertising© DiskArt™ 1988
Retail case studies
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OutdoorShowcase//InnovateInternational
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February2011//Page27
Campaign of theMonth
SamsonitemadeagreatimpactattheMTRCentralStationinHong Kong by showcasing itsluggagecollectiononamovingbelt.The3D bags & suitcases travelled along the belt throughout the day creating a big impact for the brand as well as reaching its business executive target market thanks to the strategic location of thecampaign.
Client:SamsoniteInnovate Product: SpecialBuild
Date: September2010Location: HongKong
No. of Specials: 1
Hong Kong // Samsonite
Moving on up!
JCDecaux InnovateInternational
‘The moving belt is very impressive as it grabs our target audience’s attention easily and reinforces our leading image’commentedMsScarletteChan,RetailManager,SamsoniteAsiaLimited
SeptemberWinner
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Absolut Vodka brightened up the streets of ChicagolastOctoberwithcolourfulfully wrapped bus shelters complete withroofdecorations.Thesebeautifullyexecuted mini streetside lounges were themed after three drinks; Absolut Bloody, Absolut Lemon Drop, and Absolut Twist, andfeaturedactressesKateBeckinsaleandAliLarter.
Client: Absolut VodkaInnovate Product: FullyWrap&Specialbuild
Date: October2010Location: Chicago
No. of Specials: 3
USA // Absolut Vodka
Colour Blast
October Joint Winner
OutdoorShowcase//InnovateInternational
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Italy // Vodafone
One Cent
Vodafone launched a campaign to promote its latest tariff in 5 locations in the Rome and Milan metro.PostersdepictingalargeEurocentcoin could be found in the corridors of themetrostations.Ineachlocation,the poster was covered with magnetised small euro cent coins whichpassers-bycouldpickup.A great creative execution which illustratestheclient’snewtariffinasimplebuteffectiveway. Client: Vodafone
Innovate Product: SpecialBuild&Sampling
Date: October2010Location: Milan&Rome
Number of Specials: 2
October Joint Winner
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To promote its latest products, CelaVita fed hungry commuters during rush hour in Amsterdam, Leiden and Almere in the Netherlands.Threefullywrappedbusshelterswere turned into kitchens for this innovative and fun event.Betweenthehoursof4pmand7pm,Stan,awell know radio and TV chef, served up quick and healthymealstowaitingpassers-bythusallowingthe advertiser to get its products straight into the handsandstomachoftheconsumeratstreetlevel.
Almere
November Winner
Client: CelaVitaInnovate Product: Fullywrapped&Sampling
Date: November 2010Location: Amsterdam,
Almere & Leiden
Netherlands // CelaVita
Ready, Steady, Cook
OutdoorShowcase//InnovateInternational
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Ireland // Warner Bros.
Abracadabra!
To mark the release of Harry Potter and the Deathly Hallows, JCDecaux Ireland, in conjunctionwithOMDandKinetic,createda magical campaign with a Luas tram wrap showingscenesfromthemovie.Insidethetram,afulldominationshowingthemovie’sfavouritecharactersfurtherenhancedtheexperience.As the tram made its way through the streets of Dublin it could be seen by Luas commuters and roadsideaudiencesacrossthecity.
Wrappingtheexteriorofanentiretramwasan ambitious undertaking which created a big impactfortheclient.
December Winner
Client:WarnerBros.Date: December 2010
Number of Specials: 1
Innovate Product: Wrappedtram,ceiling
wrapandposters.
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Click for full details!
JCDecaux InnovateWinning International Campaigns of 2010
JanuaryUAEBloomingdales
FebruaryNetherlandsSamsung
MarchIndiaIBM
AprilUSAIBM
MayFranceCoca-Cola
LithuaniaMezon
JuneHong KongSonyEricsson,Samsung,HTC,Watson’sWater,Samsonite
JulyUKChannel 5
AugustSpainSanMiguel
September
Hong Kong
Samsonite
OctoberUSAAbsolut Vodka
ItalyVodafone
November
Netherlands
CelaVita
December
IrelandWarnerBros.
q.Media Decaux hosts first Innovate expo in Doha
q.Media Decaux hosted the very first Innovate expo in Doha in May 2010. Showcasing the latest technologies and Innovate products, the event, which lasted a week, provided clients, media agencies and journalists the opportunity to discover, interact and engage with all the exhibits.
Displays of interest included 3D Special Builds, Lenticular technology, Night & Day, Showcase panels, Fully Wrapped bus shelters, as well as products showcased in a hollow column. Buses & taxis with clever and eye-catching creatives were also featured.
‘The ideas are just amazing. They engage people and give much more exposure than just a brand on a banner.’ Zahi Lawand, Exchange Manager, Mindshare
Click here to view:
February 2011 // Page 33
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Winning International Campaigns of 2010
Page 34 // February 2011
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AirportLoungeThe latest news and developments in airports worldwide
Dubai Duty Free Named ‘Retailer of the Year’
DubaiDutyFreehasbeenvoted‘RetaileroftheYear’attheRetailCityAwards.
Named as the largest single airport retailer in the world by Generation Research, DubaiDutyFree’ssalesturnoverreachedanincredible $1.14bnin2009.
Dubai Duty Free looks in a good position to achievedouble-digitsalesgrowthin2010,withtotalsalestotheendofSeptemberalreadyupby14.5%toanimpressive$902m.
Managementsaidthattheworld’snumberone duty free airport operation is on track forarecord-breakingyear-endsalestotalof$1.25bn.
Dubai Top 5 Retail Categories (Jan-Sept2010)
$127m$123m$96m$68m$53m PerfumeLiquorGoldElectronicsWatches
Dubai Duty Free (DDF) is Kit Kat's biggest customer in the world, according to Nestlé, selling over one tonne per day!
The most expensive wine purchase in duty free and travel retail was recorded at Le Clos, Dubai’sluxuryairportandspiritsshop.Anunnamed buyer bought 8 bottles of Bordeaux for $109,000inAugust.
Did You Know?
OutdoorShowcase//AirportLounge
February 2011 // Page 35
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LoungeLondon Heathrow Busiest September Ever6.2m peopleflewfromHeathrowAirportthisSeptember,ariseof7.6%onSeptember2009,thelargestyear-on-yearmonthlyincreasesinceJuly2004.
Latest Contract News more...
North America1,442,193
+6.5%
SouthAmerica47,973+16.4%
Brazil31,546+27.1%
China 58,330 +10.3%
Russia 70,021 +23.7%
Most Popular Routes
Globally1 New York 241,7462 Dubai 153,3193 Dublin 134,500
Europe 2,352,806
+11.7%
1
2
3
1 2
3
European1 Frankfurt: 125,2582 Amsterdam 123,8083 Paris 116,509
Saudi Arabia:JCDecauxwinsten-yearexclusivecontractforall26SaudiArabianairports
USA:JCDecauxrenewsadvertisingcontractatWashingtonDCAirports
Singapore: JCDecaux awarded advertising contract for Changi Airport
Luxury Goods
Wines&Spirits
Fragrances & Cosmetics
Tobacco Goods
Confectionary & Fine Food
Page 36 // February 2011
31%: 16%
9%8%
36%
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2010 Top Sellers in Airport RetailLatest figures published by Generation Research place Fragrances, Cosmetics and
Luxury Goods as the global top selling categories, accounting for some 67% of the
$22,714m airportretailspend.
27% 16%
10%
9%38%
Africa
$473m
29%15%
10%
4%
42%
41%
13%
11% 9%
26%
19% 21%
3%14%
43%
$22,714m
Global
$6,847m
Asia Pacific
$2,314m
Middle East
$10,047m
Europe
$3,033m
Americas
Click here for more detailed information
36%17%
7%7%
33%
News in BriefOutdoorShowcase//Usnap
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JCDecaux launches U snap
How does it work?AusercandownloadtheapplicationfreeofchargefromtheAppleStoreand once launched, the user cantakeapictureofaposter,whichwillbeimmediatelyrecognisedbytheapplication.Theuseristhenautomatically redirected to the content provided by the advertiser, be it information about a new product,discountvouchersorvideos.
JCDecaux has launched U snap, an iPhone application based on image recognition technology, which enables advertisers to provide digital content directlytotheconsumer’sphonefromaposter.ThisintegrationofmobilemarketingintoOutdooradvertising is pushing the boundaries of the medium and opening up new opportunities for advertisers.
First advertiser to use U snapLancômewasthefirstadvertisertoutiliseUsnapwithitscampaignfor L’AbsoluRouge.Userswereofferedawiderangeofhighqualitydigital content: from the introduction of a new collection of lipsticks toadvicegivenbythein-housemake-upartist.
Click to viewLancôme’s
video
Click here to see U snap in action
InitiallyonlyavailableoniPhone,UsnapwilleventuallybecompatiblewithothermobileoperatingsystemssuchasAndroidorWindows.
Usnapofficialwebsite:http://pro.u-snap.net/
JCDecaux Outdoor Showcase February 2011
Research from Forrester Consulting suggested
thatTVviewinghabitsarechangingintheUK.
Over 60%of16-35year-oldsregularly watch
TV and surf the Internet concurrently. This
audience also has the greatest enthusiasm for
streaming broadcast content via the web and
havethelowestlevelsoftelevisionownership.
Forresteralsofoundwhatitdescribedas“Social
TV”–chattingonlinewhilewatchingliveTVinthe
traditional way – as a frequent pastime for young
consumersunder25years.Almosthalf(47%)of
thisagegroupregularlyengageinthisbehaviour.
These trends suggest that the next generation
of TV viewers are likely to have their attention
dividedbetweenTVandInternet.
Source:Cisco&Warc,19thNovember2010
UK Youth Multi-Task while Watching TV
Page 38 // February 2011
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Chinese & Indian consumers spend more time leisure shoppingResults from an online survey found that the Chinese go shopping an average of 4.3 times per month “because they feel likeit,notbecausetheyhaveto”.Indianconsumers follow close behind at 3.9 trips permonth.
Consumers in developed markets go leisure shoppingabouttwiceamonth.
Country Average Leisure Shopping Trips
per MonthUK 2.7USA 1.9
Germany 1.5
Source: nVision Research, November 2010
February 2011 // Page 39
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Morgan Stanleyidentifiedavarietyof“megatrends”reshapingthecountry,suchasthefact“Chinesebabyboomers”,bornafter1980,willcompriseover50%ofthepopulationforthefirsttimeby2015.
Some of these megatrends are: 1.Chinesebabyboomerswilldisplayhigher levels of spending than their predecessors,havinggrownupduringaperiodofunrivalledfiscalexpansion. 2.Ontheotherhand,theageingoftheChinesepopulationwillencourage digitisation, mechanisation and increase demand for healthcare and life insurance.
3.Urbanisationwillrisefrom47% to 63% over the next 60 years, and is likely to benefit sectors such as consumer staples, personal care and household “black andwhite”goods.
4.MorganStanleypredictsconsumercreditcouldaccountfor 40% of consumer spendingby2020,inlinewiththeglobalaverage. 5.China’sshareofglobal GDP is predicted to rise from 8% to 14%.MorganStanley believeslocalisation(ie.deliveringbespokegoodsforthemarket)iskeyto harnessingthepotentialofChina.
International brands such as Procter & Gamble, Nike, Yahoo and Yum! Brands are among thecompaniesbestplacedtobenefitfromthe“megatransition”nowunderwayinChina.P&G holdsanestimated13%ofrevenueintheChinesehouseholdandpersonalcaresegments,andshouldexperience11%growthinrevenueperyear.Nikewillyield15%annualgrowthinsalesto2015bytappinglower-tiercitiesandenhancingits Conversebrand.
Yahoo was tipped for success in the increasingly important mobile internet sector, primarily through its44%stakeinAlibaba, a major player in the Chinesedigitalspace.
Fast food company Yum! Brands is opening more than400sitesayear,andmaydraw50%ofsalesfromChinainthenext15years.
Source:MorganStanley&Warc,16thNovember2010Email [email protected] for futher details.
Megatrends shape China; P&G, Nike & Yahoo to benefit
Page 40 // February 2011
Recent additions toiMageinclude:• Beauté Prestige International (BPI)StreetFurnitureandTransport campaigns for Jean Paul Gaultier inGermanyandItaly.
•StreetFurnitureandLargeFormat campaigns for the Ferrero Group in Austria,Belgium,FranceandChina.
• Unilever and Alpen GoldStreet Furniture and Large Format imagesfromKazakhstan.
• A digital campaign for the World CupatDubaiairport.
•LargeFormatandStreet Furniture campaigns for Nestlé inMoscowandLjubljana.
Click here togotoiMage
New images!
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Jean Paul Gaultier // Berlin
OutdoorShowcase//iMage
World Cup // Dubai
Ferrero // China
Ferrero // Austria
Nestlé // Moscow
Jean Paul Gaultier // Milan
Unilever // Kazakhstan
iMage Photolibrary
February 2011 // Page 41
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Page 42 // February 2011
JCDecaux OneWorld
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Latest Releases
Global Adspend Forecast Update: October 2010
OutdoorShowcase//iMage
February 2011 // Page 43
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Gadget Show: Can Outdoor Advertising Beat New Media?
Unilever MediaLab Welcomes JCDecaux Innovate Interactive MUPI
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