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  • out of home Northern Ireland Market Review2014

  • The out of home media market in Northern Ireland showed further improvement in Q4 of 2014, following a positive Q3 result. In our opinion, we estimate that the ooh market value remained on a par with 2013, in spite of a sluggish start to 2014. As we move into 2015, the ooh market is experiencing strong demand in the first quarter - a pleasing trend and reason for optimism.

    2014 brought new innovations and market firsts to the out of home media stage in Northern Ireland. From weather-specific messaging and mobile-controlled outdoor sound systems, to street domination, ooh continues to deliver innovative ways to create lasting impact and deeper audience engagement for advertisers.

    There have been noteworthy increases in display value across a number of categories in 2014. The largest increases have been experienced by the Construction-Property and Energy categories, growing 154% and 117.1% respectively. However, the Retail Outlets category topped the table for 2014 with 11.7% share of voice of the local ooh market, reflecting the rising consumer confidence and continued economic recovery being enjoyed in Northern Ireland.

    Overview

    Renault Northern Ireland Agency: Smart Media ooh Specialists: PML NI and Posterscope UK

    Power NI Agency: Think Brand ooh Specialist: PML NI

    Advertisers such as Power NI contributed to the 117.1% increase in the rate card display value for the Energy category

  • Overview

    This year has seen a small but important growth in digital ooh media, rising from 2% at the start of 2014 to finish at 3% of the local market. There is much excitement within our industry across the world as digital ooh media expands further and further, ever increasing the possibilities and opportunities to reach consumers in more sophisticated ways. We welcome the growing popularity of dooh media locally, as more and more advertisers realise the advantages of this format.

    Another trend seen in 2014 has been the increase in innovative campaigns. Earlier this year, PML Group had the honour of bringing to the market a number of superb firsts, such as the weather-activated 6 Sheets for Harp Lager; the LED fairy light studded Mega Full Wrap bus by Phoenix Natural Gas; the NFC-enabled 6 Sheets for Tennents Vital that played music and gave the target audience the power to pick the playlist; and the clever King Street Domination by Danske Bank to name but a few. To learn more about the best of innovative ooh media in Ireland for 2014, visit pmlgroup-ni.com to check out our Showcase magazine.

    Other developments this year have included an expansion by Clear Channel in the Backlit 48 Sheet network across Belfast, now incorporating Lisburn city. Similarly, Bravo has introduced 3 new portrait backlit displays at the Titanic Quarter and Portadown. Also, the Exterion Media Backlit 96 Sheet on Grosvenor Road has become available for 2015. Additionally, the Backlit 96 Sheet Admobile by Adbugs made a stunning return to the market in December.

    Primesight has continued to introduce new POS 6 Sheets at Henderson Group stores, such as Spar. New 6 Sheet opportunities are also now available at George Best Belfast City Airport.

    Tennents Vital Agency: ICAN

    Technology Specialist: Buzzoo ooh Specialist: PML NI

    Danske BankAgency: Carat Manchesterooh Specialist: PML NI

    2014 saw an increase in innovative ooh media, such as this NFC/QR enabled 6 Sheet campaign for Tennents Vital that played music and gave the target audience the power to pick the playlist

    Danske Bank was the first advertiser to utilise the high impact King Street Domination site in Belfast City Centre

    http://www.pml-ni.com

  • Market Share by Format 2014

    The chart below shows the out of home market for 2014 by format types, based on rate card display values.

    Remaining unchanged throughout the year, Large Format again accounted for the largest proportion of Northern Ireland ooh media activity in 2014. The format, consisting of 48 Sheets up to the huge 384 Sheet, has been in high demand; a trend that has continued since 2013, with 2015 following suit so far. HD 48 Sheets have also enjoyed great popularity this year.

    Roadside, retail and commuter 6 Sheets have also enjoyed significant demand during 2014, accounting for 39% of all ooh media activity.

    Digital ooh media has grown over the course of the year to 3% of the market, having accounted for 2% of the market in the first quarter of 2014. More and more advertisers are recognising the advantages of digital ooh, raising the demand for the format as a result. As industry publications locally, nationally and internationally show digital ooh media is an exciting and expanding sector of ooh media.

    PandoraAgency: Mediaworks

    ooh Specialist: PML NI

    Craigavon Borough CouncilAgency: Lyle Bailie International

    ooh Specialist: PML NI

    Digital ooh medias popularity has continued to grow over the course of the year, to now account for 3% of the market

  • Advertisers

    The top 15 advertisers in out of home media for 2014 are given below. They are listed in order of share of voice of the entire ooh market, based on rate card display values.

    *% Display Value comparison against 2013

    SoV: 3.2%

    1

    SoV: 3.1%

    2

    SoV: 2.1%

    3

    SoV: 2.0%

    4

    SoV: 1.9%

    5 6

    SoV: 1.9%

    7

    SoV: 1.9%

    8

    SoV: 1.8%

    9

    SoV: 1.8%

    10

    SoV: 1.5% SoV: 1.5%

    11

    SoV: 1.5%

    12

    SoV: 1.3%

    13

    SoV: 1.1%

    14

    SoV: 1.1%

    15

    Change: -11.6% Change: -10.6% Change: -8.7% Change: -9.1%

    Change: +376.7% Change: -32.0% Change: +35.4% Change: -21.2%

    Change: +20.7% Change: +9.2% Change: +104.2%

    Change: -28.0% Change: +104.5% Change: +3.9%

    Change: -36.7%

    Phoenix Natural Gas Agency: ASG Ireland

    ooh Specialist: PML NI

    Ulster Bank Agency: MediaVest

    ooh Specialist: Source out of home

    The largest increase in rate card display value for 2014 compared to 2013 was enjoyed by Phoenix Natural Gas

    Recurring bursts of the high impact YES mortgage campaign led to Ulster Bank parent company, RBS Group, to take 7th position in the Top 15 Advertisers

  • KFCAgency: Walker Media

    ooh Specialists: PML NI & Posterscope UK

    Henderson Group, one of Northern Irelands leading food retail companies, is the third most prevalent advertiser on local ooh media for 2014 with a 2.1% overall share of voice. The Group is the parent company of food retailers Spar, Eurospar, Vivo and VivoXtra all of which have employed ooh media during 2014.

    The largest increase in rate card display value for 2014 compared to 2013 was enjoyed by Phoenix Natural Gas. The energy company increased rate card display value for the year by a staggering 376.7% to take fifth position on the Top 15 Advertisers table, following a year of exceptional branding campaigns by ASG and PML NI that employed local tongue-in-cheek humour and tied in with two of 2014s key events, the FIFA World Cup and Giro dItalia.

    The icing on the cake however, was the Phoenix Natural Gas Mega Full Wrap in December a vinyl wrapped bus studded with LED fairy lights that depicted the brands well known couple, Jim and Jean, decorating their Christmas Tree.

    RBS Group, parent company of Ulster Bank, also enjoyed a significant increase of 35.4% in rate card display value during 2014 versus 2013 due to recurring bursts of the high impact YES mortgage campaign.

    Advertisers

    Spar Agency: Genesis Advertising

    ooh Specialist: PML NI

    Consistent campaigns by Spar largely contributed to parent company, Henderson Group becoming the third most prevalent advertiser in NI ooh media for 2014

    Multi-format campaigns consisting of 6 Sheets and Adtalk Kiosks throughout 2014 enabled KFC to take the second largest share of voice at 3.1%

    DiageoAgency: Carat Ireland ooh Specialist: Source out of home

  • Categories

    The top 15 categories on out of home media for 2014 are given below. They are listed in order of share of voice of the entire market, based on ratecard display values.

    As per Q3, the Retail Outlets category has topped the table, having increased its combined rate card display value by 14.3% for 2014.

    Often a barometer for economic recovery, it is pleasing to see the Retail Outlets category returning to a strong position within the local ooh media market, especially as Northern Ireland consumer confidence has reached a new 6-year high according to Danske Banks latest research.

    Campaigns by a wealth of shopping centres, department stores and food retailers throughout much of 2014 have all contributed to the performance of the Retail Outlet category this year.

    *% Display Value comparison against 2013

    Travel & TourismFinance

    Soft Drinks

    Beers & Ciders

    Food

    Energy

    Retail

    Telecommunications

    Motor TradeMedia

    Industry & Commerce

    Political & Advisory QSR

    Construction-Property

    Entertainment

    1

    6

    2 3 4 5

    7 98 10

    1514131211

    SoV: 8.9% SoV: 7.2%SoV: 9.6%SoV: 9.8%SoV: 11.7%

    SoV: 3.9% SoV: 3.6%SoV: 4.0%SoV: 4.2%SoV: 4.9%

    SoV: 2.1% SoV: 1.8%SoV: 2.6%SoV: 2.9%SoV: 3.4%

    Change: +15.7%Change: +14.3%

    Change: +7.0% Change: +7.5% Change: +14.2%

    Change: +50.3% Change: +31.5% Change: +154.0%

    Change: +117.1%

    Change: +3.9%Change: -10.1%Change: -2.3%

    Change: -16.6%

    Change: -21.0%Change: -22.1%

    Beers & Ciders enjoyed a modest increase of 7.0% in rate card display value, accounting for almost 5% of the market. Global drin