OOH Update & Overview - Talon Outdoor · and OOH efficiency Source: Talon analysis of campaigns...

FOR A LANDSCAPE OF POSSIBILITIES

OOH UPDATE & OVERVIEW


CONFECTIONARY CATEGORY SPEND (2016 JAN-OCT VS. 2017 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


ROADSIDE

6 Sheets 48 Sheets 96 Sheets

Phone Kiosks Digital Screens Banners


ROADSIDE

6 Sheets 48 Sheets 96 Sheets

Phone Kiosks Digital Screens Banners

- 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

- 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


RETAIL

Supermarket D6s POS 6s Mall D6s

Mall Premium Digital Shopping Trolleys ATM Ads


RETAIL

Supermarket D6s POS 6s Mall D6s

Mall Premium Digital Shopping Trolleys ATM Ads

- 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

- 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


RAIL


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


UNDERGROUND

Underground Bespoke Formats


TRANSPORT


DIGITAL DEVELOPMENT

£800m spent over the past 5

years


NEXT PHASE TRANSFORMATION - UNDERWAY

£300m planned

over next 12 months


DATA ENABLING A SMARTER AND MORE COMPLEX USE OF DOOH


SMARTER BRANDS USING OOH CONTEXTUALLY, SUPERCHARGING RESULTS

+24% sales uplift from optimised or contextual

planning

+44% driving behavioural

change

+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 2013-15, based on 100+ statements/questions

+54% brand impact metrics


A LANDSCAPE FOR BRINGING OUT THE BEST OF THE BRAND


OUTDOOR EFFECTIVENESS HAS DOUBLED AD DIGITAL OOH HAS EVOLVED AND GROWN

14%

27%

0%

5%

10%

15%

20%

25%

30%

1998-2012 2014-2016

15%

37%

OOH w/odigital

OOH withdigital

Incr

ease

in n

o.of

VL b

usin

esse

ffect

s

Effect ofadding +

Sources: IPA Databank, 2014 - 2016


A GROWTH MEDIUM

2017 revenue in line to sustain positive annual growth

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

0%

10%

20%

30%

40%

50%

60%

70%

-

200

400

600

800

1,000

1,200

1,400

1,600

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025

All OOH revenue (UK, £m) DOOH revenue (UK, £m) DOOH share of revenue


THE MEDIA OWNER MARKET

JCDecaux34%

Exterion Media

26%

Clear Channel

17%

Primesight7%

Ocean Outdoor

6%

Outdoor Plus3%

Forrest1%

Others6%

Media Owners Market Share Environments / Channels

JCDecaux 34% Rail, Roadside, Malls, Supermarkets

Exterion Media 26% Underground, Rail, Malls

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

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%

* Talon estimates


SHIFTING DYNAMICS OF DIGITAL – PANEL NUMBERS, REACH AND FLEXIBLE EFFICIENCIESNumberofPanels 2014 2015 2016 2017 + /- from20146Sheets- Roadside 79,055 75,244 66,486 62,100 -15%reduction48Sheets- Roadside 25,301 22,726 15,501 14,950 -41%reduction96Sheets- Roadside 1,822 1,667 1,563 1,290 -29%reduction

Rail6Sheets 5,280 4,143 3,216 2,851 -46%reduction

Underground48Sheets 1,857 1,746 1,690 1,701 -8%reduction

Digital6Sheets-Roadside 245 568 1,203 1,972 +705%increase

Digital48Sheets-Roadside 51 89 123 243 +376%increase

Digital96Sheets-Roadside 7 15 18 27 +285%increase

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

1 3 5 7 9 11 13 15 17 19 21 23 25 27

Rea

ch

(000

's)

Days

£600K 2wk

£600K 4wk

£500K 2wk

£500K 4wk

£400K 2wk

£400K 4wk

£300K 2wk

£300K 4wk

£200K 2wk

£200K 4wk


DRIVING FAME AND JUSTIFYING PREMIUM DIGITAL – IMPACT, FAME AND EMOTIONAL INTENSITY

Priming and +36%

congruence effect to other digital media

(vs TV)

+17% stronger association with Iconic Fame

factor and +12% for powerful and

premium

+43% increase in neuroscience-

measured emotional intensity and +20% increase in memory

encoding

Source: Ocean Neuroscience; Storm Implicit Testing

OOH Update & Overview - Talon Outdoor · and OOH efficiency Source: Talon analysis of campaigns...

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