2015: The Year in OOH
(Quarterly insight deck)
Out of Home in 2015...
o
Providing greater effectiveness for
the medium.
o
Exhibiting even more creativity and
dynamism.
o
Continuing to grow revenues and
market share.
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Out of Home is
providing greater levels
of effectiveness.
Optimising real-time
campaigns.
2015 has seen a range of advertisers harness Digital OOH in order to
deliver ‘real-time’ campaigns.
Digital OOH developments have reached such a point where it is now
genuinely viable to achieve this, and clients can now be more reactive
in how they deliver messages.
For example, Nest, the thermostat that can be programmed using a
smartphone, used Clear Channel screens to deliver updated weather
reports so that users knew when to alter the temperature in their
homes.
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The effect of
contextual relevancy.
Context has a huge impact on the success of a
campaign. Digital OOH is increasingly being
used to deliver messages which reflect their
audience and environment.
Google’s recent campaign, which delivered
contextually relevant messages throughout
London’s Digital OOH network, saw 30%
increase amongst those exposed, across
action, sales, awareness and perception
metrics.
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The effect of
contextual relevancy.
Amplifying fame & reach and connecting on key metrics, real-time data, social media and locational factors
+30% across action, sales,
+44% driving
consideration, awareness and
perception metrics
behavioural change
(action metrics)
Source: Talon Outdoor analysis of campaigns across various metrics
+20% for perception
and relevance shifts
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Econometrics.
Over recent years clients have been dedicating more
time and cost into measuring the effectiveness of their
media spends, using econometric modelling.
OOH has always had a varied performance within
econometrics, but now thanks to ground-breaking work
from OOH Specialist Talon, in conjunction with
marketing analytics experts Brand Science, the
elements which will reflect OOH more accurately have
been uncovered.
Talon & Brand Science have uncovered the following
findings:

Increasing investment in OOH as part of the comms
mix drives ROI for advertisers

Media channels consistently improve ROI across
individual categories when OOH is included in the mix

Dropping OOH from a campaign can lead to reduced
campaign effectiveness

The optimal proportion of Digital OOH (of the whole
OOH budget) is around 45% and 20-25% of frames.
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Source: Talon Outdoor/Brand Science
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Inspiring & Involving:
Creativity & Dynamism in
Out of Home.
10 creatives we liked in
2015…
Coca-Cola.
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Coca-Cola.
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Google.
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The Martian – 20th Century Fox.
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YouTube.
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Lucozade.
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Facebook.
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Spectre.
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XBOX – Tomb Raider.
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Creativity in
Digital Out of
Home: Ocean
Outdoor
competition.
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NHS: ‘The Virtual
Blood Donation’
– winner in
Interaction.
Designed to address the drop in the number of blood
donors, this virtual donation campaign shows the
transformational effect of giving blood.
Passers-by are asked to use their mobile to connect
to a micro-site and ‘upload’ a virtual donation which
automatically fills a bag on the large digital screen.
As more blood flows a patient featured on the screen
(who requires the donation) grows healthier,
physically demonstrating the difference giving blood
makes.
The judges said: ‘ The use of an augmented reality
app via the phone for donation is superb. The
creative mechanism of filling up the bag on the big
outdoor screen is simple and powerful’.
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Odeon: ‘Smarter
Cinema’ – winner
in Creative
Techniques
The cinema chain combined micro-level audience
data and digital out-of-home technology to serve
hyper-local adverts about ticket availability
directly to digital screens within the vicinity of
an Odeon cinema.
Content is updated to deliver the most effective
information in real time, serving geo-targeted
mobile adverts to amplify the messages.
The judges said: ‘Brutally normal but brilliant
all the same. It makes a lot of sense, using smart
real-time based solutions to resolve a local
business problem. The novelty factor is that it
hasn’t been done before’.
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Out of Home Revenue
& Share.
OOH revenue
continues to grow.
824.4
796.1
784.3
2013
2014
2015 (incl. H2 forecast)
Total revenue £m (constant prices)
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Source: WARC – 2012 vs 2015 annual OOH spend (constant prices)
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Out of Home has grown
revenue by 8% in the last
12 months.
12.0%
8.3%
7.7%
3.5%
Online
TV
OOH
Cinema
1.8%
1.5%
Radio
DM
Q3 2015 vs Q3 2014 % revenue change
Source: WARC – Q3 2014 vs Q3 2015
Newspapers
Magazines
-8.4%
-8.6%
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Long-term performance
is encouraging.
% growth YOY
15% 15%
13%
11%
11%
5%
7%
3%
Online
5%
2%
TV
3%
4%
5%
5%
3%
3%
1%
OOH
Radio
DM
-1% -1%
Newspapers
Magazines
-3%
-7%
-9%
2013
2014
2015
-6%
-7%
-10%
-8%
-9%
-9%
2016 (forecast)
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Source: WARC – 2012 – 2016 (incl. 2016 forecast) (online includes mobile)
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Market share – display.
1%
9%
Display market share change:
4%
TV: 43% share (static)
Online: 25% share (+4% from 2014)
43%
25%
Newspapers: 12% share (-2% from 2014)
OOH: 9% share (static)
Magazines: 6% share (-1% from 2014)
12%
6%
Radio: 4% (-1% from 2014)
Cinema: 1% share (static)
TV
Magazines
Newspapers
Online
OOH
Cinema
Radio
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Source: WARC – based on current prices
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2015’s biggest spenders
in OOH.
£35.2m
£14.0m
£13.7m
£13.1m
£12.3m
£11.4m
£10.6m
£10.5m
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Source: Nielsen – Nov 14 – Oct 15 adspend
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2015’s biggest spending
categories on OOH.
Entertainment
& Leisure
Telecoms
Alcohol
Finance
£152m
£101m
£71m
£68m
Food
Motors
Travel &
Transport
Cosmetics &
Personal Care
£62m
£51m
£50m
£37m
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Source: Nielsen – Nov 14 – Oct 15 OOH adspend by category
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