the real world october 2012
DESCRIPTION
The Real World is Posterscope’s Out-of-Home media landscape document that captures the highlights of the year, focuses on current areas of interest, and details what’s coming up.TRANSCRIPT
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The Real World2012October update
10/04/2023
Connections
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What just happened
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How’s out-of-home
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Q1 Q2 Q3 Q40
50
100
150
200
250
300
201020112012
Out-of-home remains consistent
+1%+1%+3%
OOH Revenue
+10%
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Media Revenue Growth
40
60
80
100
120
140
160
1 2 3 4 5 6 7 8 9 10
TV
Newspapers
Magazines
Radio
Cinema
OOH
Indexed against 2002 Expenditure
Source: Aegis Media & WARC
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Here to stay
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36% increase in live concert goerssince 2004
+23%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Free time activities nowadays
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04/10/2023
+17%
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
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+23%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
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04/10/2023+19%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
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04/10/2023
+37%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
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+11%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
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+27%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
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04/10/2023Source: National Travel Survey 2010 comparing Average distance travelled 1995/97 and 2010
Rail +58%Tube +23%London bus
+90%
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More variety
<200 gyms in the UK in
late 80s. Today there
are over 6000.
2011 cinema
Admissions were over
171m
First UK Starbucks
launched in 1998
91% of the UK
population own/use a
mobile phone
c.36,847 new pubs & restaurants
have opened in UK since
1963
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The future is bright
Revenue
Cost per thousand
2011
+1%2010
+12.5%
2011
0%2010
5%
Source: OMC/Posterscope estimates
2012
+4%
2012
0%
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Deeper understanding
06.00-06.29
06.30-06.59
07.00-07.29
07.30-07.59
08.00-08.29
08.30-08.59
09.00-09.29
09.30-09.59
10.00-10.29
10.30-10.59
11.00-11.29
11.30-11.59
12.00-12.29
12.30-12.59
13.00-13.29
13.30-13.59
14.00-14.29
14.30-14.59
15.00-15.29
15.30-15.59
16.00-16.29
16.30-16.59
17.00-17.29
17.30-17.59
18.00-18.29
18.30-18.59
19.00-19.29
19.30-19.59
20.00-20.29
20.30-20.59
21.00-21.29
21.30-21.59
22.00-22.29
22.30-22.59
23.00-23.29
23.30-23.59
0
2
4
6
8
10
12
14
Mon-Fri Sat-Sun
% o
f tot
al u
nive
rse
Base: All Adults (48,658,000)Source: IPA Touch Points Hub Survey 2010
Daily internet activity
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Touchpoints4 launched 26th AprilNew insights/additions include.....
Shopping behavioursMobile internet use (notably iPads)
Mood state
Digital screensSocial networking TV viewing platforms
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Deeper understanding
heavy mobile web users are 65% more likely to visit a price comparison site after seeing an OOH advertisement
of all adults have searched online after seeing an advertisement
Men regularly purchasing products with their smart phone indexes at...
65%
20%
201
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McKinsey JourneyOOH and the Consumer Journey
OOH generates “Fame” to get on consideration list
OCS “Being Known & Liked”1000s – Pre & Post Awareness
Mindshare/OMC Research
OOH drives searchOCS Generating
SearchPosterscope Oohgle
Mindshare/OMC
OOH = Right Time, Location, MindsetOCS Moods / Channel Selection
OCS Rational / Emotional Insight Media Owner Site Specific, Touchpoints
Outdoor Drives Action at POS
OCS Notice/Respond to OOH when shopping
EPOS Research
OOH Impacts Post PurchaseReal Lack of existing Research
Look into Choice Reassurance, Rewards, and generate Brand Loyalty
OOH prompts Conversations/Content SharingOCS – Generating Earned Media
“Passionate Social Networkers”Sociable Media
Case studies: e.g. Atheist Bus”/”Time to Consider” (CBSO)
Screen Culture/Interactivity
McKinsey Consumer Journey
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04/10/2023
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New Postar
RoadsideLondon busLondon UndergroundRailNational BusSupermarketMallsAirportsTaxisLeisure
Roadside: 120,000 panelsAll environments: 450,000 frames
New Travel Survey20,000 respondents9 days 2 w/e + 5 weekdays
- know who respondents are – demographics- know where they go - know when they go- know how often
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New Postar – the benefits/
Greater Accountability – Coverage & frequency on combined OOH campaigns
Bespoke delivery system through Telmar
Moves from Reporting to Planning tool
Potential to move OOH from solus panel rate trading to audience trading
Constructed to be future proof for new environments
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Who’s selling
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Consolidated market place
Others
Source : Posterscope Estimates
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Increased investment in sites
+0%
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Who’s buying
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Top 10 categories
1.47% 4.5%16.5% 26.7%
-15.8%23.4% -7.4% 12.6%
26.7% 21.6%Top 10 advertiser categories, Jan – Aug2012
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Who’s spending?
£28m
£8.5m £8.5m
£9.4m £9m
£12.9m £10.8m
Top 10 advertisers, Jan – Aug 2012
£7m£7.5m
£10.7m
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Increases for Specials
£274m
60% share
£44m
10% share£59m
13% share
Spend by format, Jan- Aug2012Source: Ebiquity
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How’s digital
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UK leads global digital market
Click icon to add picture
86 media owners
126 networks
49 environments (20% unique to digital)
+200,000 screens(excludes Piccadilly Circus & SkyPub/Setanta)
Delivers, on average, 342 Million net impacts per typical 2 week campaign
c. 8% share of digital screens Worldwide
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spar storestaxis
tescohair salons
football stadiabus interiors
media agenciesstudent unions
rail stationsbus termini
golf coursesbus supersides
leisure complexeshospital ante-natal units
schoolsdentists
university libraries
co-op storesbars, pubs & clubspetrol station shopslondon undergroundcity centresdoctors surgeriesofficesuniversitiespharmacies theme parkswearable screenstrain interiorsdigital advans & trucksthomson travel agentspost officesairports
bp petrol stationsshopping malls
concerts & events
cinemasexhibition centres
gymssub-postmasters
Environments
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Digital
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150
20
40
60
80
100
120
140
160
180
200
Source: Hyperspace estimates
3.8% of OOH spend
17.5% of OOH spend
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Est. revenue by category
transport
roadside & city centre
retail
Leisure
health, beauty and fitness
education
other
75% revenue from transport, city centre and roadside formats
83%of all UK impacts
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Changing landscape
Click icon to add pictureAuthor
44%of impacts are delivered outside of London
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Dynamic use of digital
Click icon to add picture
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Great campaigns.....
Click icon to add picture Click icon to add picture Click icon to add picture Click icon to add picture
Click icon to add picture Click icon to add picture Click icon to add picture Click icon to add picture
Click icon to add picture Click icon to add picture Click icon to add picture Click icon to add picture
Click icon to add picture Click icon to add picture Click icon to add picture Click icon to add picture
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Stuff we liked
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04/10/2023
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Jan-Sep 2012
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10/04/2023 Author
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04/10/2023
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04/10/2023 www.pioneeringooh.com
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04/10/2023 www.pioneeringooh.com
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04/10/2023
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What are we thinking about
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We live in a real world where...
New technologies are continually emerging
Competition is fierce, choice is infinite
Data is the new raw material
People are on the move and expect to
do anything, anywhere
Media is not only bought but earned
and owned
The pace of change is faster than ever
before
Businesses and markets converge or
fragment
OOH must be chameleon-like to
thrive in that environment…
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We’re re-defining Out-of-Homeas a new ecosystem; inter-connected and inter-dependent
Amazon
Apple
Posters
Services
Mobile etc
Laptops
TabletsRetail media &
assets
Owned OOH (e.g.. delivery
vehicles, buildings)
NetworkedVideo Screens
Content
Technology
Ads
PhysicalExperiences
Public spaces
Platforms
Apps &Games
Data
Commerce& Coupons
People & Places
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OOH and the internet
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OOH and the internet
85% of new handsets will be able to access the mobile web
Source Garter 2010
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CONNECTED
DEVICESCONNECTEDCONSUMER
MOBILITYWhat they do and how they
do it in different places
SOCIALHow they connect interact
and share
COMMERCEWhat they buy and how
they buy it
CONTENTThe content they consume and how they consume it
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TVWebsiteCinemaGaming console
Poster
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Interactive, connected,
digitally social
experience
Exhibition stand
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ComputerRadio
TVGaming console
Debit cardTravel card
Phone
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.....watch something
www.pioneeringooh.com
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04/10/2023
.....watch something
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04/10/2023
.....be the star
www.pioneeringooh.com
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.....get recommendations
www.pioneeringooh.com
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Clients Name Accreditations
.....search
1 in 3 mobile search
queries have local intentwww.pioneeringooh.c
om
OOH campaign
Searches for ‘We are London’
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04/10/2023
.....search visually
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..... or by voicewww.pioneeringooh.com
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…..check in
www.DBTHnews.com
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04/10/2023
…..check out
www.pioneeringooh.com
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04/10/2023 www.DBTHnews.com
.....Connect
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04/10/2023
..... across the country
www.pioneeringooh.com
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‘...a girl in New York waved at me...amazing...’
.....or across the world
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.....reflect
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04/10/2023
.....join in
www.pioneeringooh.com
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04/10/2023
.....play it
www.pioneeringooh.com
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04/10/2023
.....pay it
www.pioneeringooh.com
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04/10/2023
.....Start a conversation
www.DBTHnews.com
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“It’s City isn’t it? They’re a small club with a small mentality. All they can talk about is Manchester United; they can’t get away from it”Alex Ferguson
…..end a conversation
www.pioneeringooh.com
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…..try it
www.pioneeringooh.com
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04/10/2023 www.pioneeringooh.com
…..buy it
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04/10/2023
…..buy itwww.pioneeringooh.com
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04/10/2023
…..buy itwww.pioneeringooh.com
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04/10/2023
…..get a discount
www.DBTHnews.com
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£3.3bn of mobile
payments forecasted for 2013 in
the UK
www.pioneeringooh.com
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http://www.youtube.com/watch?v=ORkuWJcJpXo
Click here
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04/10/2023
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Other reports
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The future
Geography of time
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What’s just happened and what's coming up
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04/10/2023
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04/10/2023
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04/10/2023
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04/10/2023
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04/10/2023
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Where can I find out more
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The latest innovations, the best campaigns and essential industry news
All in one place.
www.pioneeringooh.com
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The Real World/2012October update
10/04/2023
Connections