The Real World is Posterscope's monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns.

1. 05/11/2015
The Real World
November 2015

2. The
Posters
Laptops
Tablets
Duty Free /
Retail Media &
Assets
Owned OOH
(e.g. buildings
or jet bridges)
Networked
Video ScreensContent
Physical
Experiences
(sampling)
Experiential
Stands / Zones
Platforms
Apps &
Games
Commerce
& Coupons
Mobile etc
Data
Technology
Ads
People
& Places
Services /
Utilities
(e.g. wifi)
Out-of-Home
ecosystem

3. Understanding The
Connected Consumer

4. OCS
Constantly
consumer-
centric
Constantly
consumer-
centric

5. OCS in Numbers
6,765
Total sample in UK
7th
Version
Release Date Feb 2015
100,000+
Global respondents
30
Countries OCS is run in
250
Brands now included on the
survey
41
Number of OOH formats
analysed within OCS
%

6. Did you know…
OCS
79% of 15-34 year
olds are interested in
DOOH advertising
that is relevant
to their location

7. TouchPoints

8. Did you know…
TouchPoints
Almost half (48%)
of all adults make
a trip to the high
street in an
average
week
Source: Touchpoints 6

9. JCDecaux
Connected

10. Clear Channel Tribes

11. Clear Channel
Ngen

12. Exterion Insight Tools

13. Exterion Media
work.shop.play

14. Primesight
Primelife tools

15. Data Driven Targeting

17. A pioneering new travel survey

18. Measuring audiences whilst OOH

19. Revolutionising the way we plan
OOH

20. We Live in a Convergent
World

21. Driven by technology and consumer
expectation…
1.1bn
Connected Things will
be used by smart
cities in 2015
370
contactless
transactions are
made every
minute in the UK
76%
of adults in the UK
now own a
smartphone
80%
Of 18-24 year olds
use their device on
public transport
59%
Of UK adults have
browsed retailer
sites on their
smartphone

22. It’s a convergent World…
Gateway to Mobile
content
Networked OOH:
Real Time
Experiential OOH
Owned OOH Interactive interfaces Live video streaming

23. Index of tweets vs. the
norm in proximity to
posters in Nottingham
New Planning Data

24. New Planning Data

25. New Planning Data

26. Improved targeting through mobile data
TRIPLED THE EFFECT
of OOH media in terms of:
• Ad Awareness
• Purchase Consideration
• Online Searches

27. The Out-of-Home
Marketplace

28. 1999-2014 Media Revenue
Media Revenue Growth
Source: Aegis Media & WARC
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Internet
Outdoor
Cinema
Radio
TV
Magazines
Newspapers
Media
Year
Annualtotalmediaspendin£m

29. £0.0
£50.0
£100.0
£150.0
£200.0
£250.0
£300.0
£350.0
Q1 Q2 Q3 Q4
2012
2013
2014
2015
Media Revenue 2014 and Q1 2015 (est.)
Source: OMC / ** 2015 data is Posterscope estimate
Total 2014 - £1,019m (3.0% YOY)
+6%**
6.4%
0.6% 6.1%£m

30. UK Digital OOH Revenue
0
50
100
150
200
250
300
350
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: OMC/Posterscope estimates
3.8% of OOH spend
27% of OOH spend
Forecast

31. The top OOH spending categories: January – September 2015
Top 10 Categories
Entertainment
and leisure
Cosmetics &
Personal care
Telecoms
Motors
Finance
Travel &
Transport
Drink
Media Govt, social,
political
£111.0m
11.91%
£73.5m
4.45%
£54.4m
9.44%
£52.0m
0.2%
£46.1m
10.74%
£20.8m
-8.5%
£23.7m
-17.89%
£26.3m
10.62%
£38.5m
1.68%
£41.0m
18.81%
Food
Total market £566m (+5.2%)

32. The top OOH spending categories: September 2015
Top 10 Categories
Entertainment
and leisure
Cosmetics &
Personal care
Telecoms
Motors
Finance Travel &
Transport
Drink Media
£11.0m
-26.1%
£8.9m
-26.5%
£3.7m
-28.2%
£3.7m
-52.6%
£2.6m
-56.7%
£5.2m
-8.09%
£2.7m
-12.1%
£3.8m
-8.31%
£8.3m
106.8%
£8.9m
-21.46%
Food
Total market £68.0m (-24.0%)
Computers

33. The top OOHspending advertisers: January – September 2015
Who’s Spending?
£29.7m
30.2%
£11.8m
15.4%
£11.5m
26.2%
£10.m
28.0%
£9.3m
51.0%
£7.2m
46.7%
£8.3m
34.0%
£8.4m
81.8%
£8.5m
-17.0%
£8.6m
45.03%

34. The top OOH spending advertisers: September 2015
Who’s Spending?
£4.3m
25.2%
£2.2m
87.2%
£1.9m
NA%
£1.6m
35.7%
£1.5m
-47.4%
£1.1m
71.5%
£1.1m
34.0%
£1.5m
2713%
£1.4m
-9.7%
£1.5m
-7.1%
£1.3m
180.1%

35. Spend by OOH format: January – September 2015
Spend Trends- Roadside
£83.7m
56.19%
Large Digital6s
£185.2m
-6.31%
48s
£74.4m
8.5%
96s
£23.7.m
-1.1%
Specials
£9.9m
33.0%

36. Spend by OOH format: January – September 2015
Spend Trends- Transport
£71.5m
10.1%
£39.3m
6.1%
£35.3m
-1.0%
£34.6m
-15.3%

37. 31%
23%
21%
8%
17%
Consolidated Market Place
Others Est. Market share based on revenue

38. In the UK JCDecaux provides opportunities on multiple formats
across roadside, rail, retail, airports and the experiential
landscape.
Nationwide across environments in all the key cities across
the UK.
Roadside: Continued investment in digital across the
country. Key new digital locations include The Salford Arch
and first ever 84” D6’s in Edinburgh.
Rail: Digital expansion continues across D6 and
Transvision networks
Retail: M-Vision expansion to further premium malls, and
portfolio moves towards 100% digital with D6 development.
Continued digital investment at Tesco
Airport: Ongoing development in digital inventory at major
UK airports. New iVision screens and increasing focus on
dynamic content and live updates
Experiential: JCDecaux Live is expanding the multi-
environment portfolio further
Connected Commuter and Connected Consumer, Power of
Big ‘3’ from JCDecaux Insight.
‘Business Traveller 2’ Insight, Audience Typology, Luxury &
Motors category presentations and Perceived Value
Research from JCDecaux Airport.
JCDecaux is a privately owned French OOH advertising
company, founded in 1964 in Lyon when Jean-Claude
Decaux installed the first advertising bus shelter. This local
outdoor company is now a global media owner.
Reporting €2,813 million in revenue in 2014, JCDecaux is
present in more than 70 countries worldwide and is market-
leader in the UK.
JCDecaux has recently been awarded the £500m TfL Street
Furniture contract across a period of eight years.
jcdecaux.co.uk
About JCDecaux Key Areas For Investment
Key Formats
Geography Proprietary Research
+
Media where it matters

39. Nationwide across environments in all the key cities
across the UK
Ngen
Our community of young, social and connected people
gives us deep and rich insight and allows for on-going
engagement for Clear Channel and our brand partners.
.
.
About Clear Channel Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
clearchannel.co.uk
Clear Channel UK is part of Clear Channel Outdoor (CCO),
which in turn, is 89% owned by iHeart Media Inc. – the global media
and entertainment company. The remaining 11% of is traded on the
New York Stock Exchange (NYSE: CCO).
Clear Channel Outdoor is one of the world’s largest outdoor
advertising companies with more than 675,000 displays in over 40
countries across Asia, Australia, Europe, Latin America and North
America. Reaching nearly 600 million people monthly, including
consumers in 45 of the top 50 U.S. markets, Clear Channel Outdoor
enables advertisers to engage with consumers through innovative
advertising solutions. Clear Channel Outdoor has over 7,000
employees and a reported revenue of $3bn.
Adshel, Adshel Live, Storm, Billboards, Malls, Supermarkets, Socialite
Adshel Live national Roll-out
The national roll-out of Adshel Live will see us launch a network of
digital screens in premium locations across the 25 largest cities in
the UK - giving brands the opportunity to engage with audiences
using dynamic, interactive and real-time advertising creative.
Storm expansion
We are continuing to invest in Storm, our premium digital portfolio.
With three new sites; Billingsgate, Shoreditch High Street and
Lambeth Palace Road launched in London along with the roll-out of
sites across the UK, the expansion of Storm demonstrates our
dedication to our next generation digital portfolio.

40. Underground, bus, retail (Westfield Stratford, Westfield
London and One New Change), National Rail
Formats include, 96s, 48s, 16s, 6s, 4s, LEP’s, TCPs, DEPs,
LCDs, XTP’s, T-sides, Streetliners, Bus interiors, etc.)
National with a dominant presence in London
Increasing digital offering across Rail & London
Underground
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham Express Roadside digital
work.shop.play and All eyes on London
Previously part of American-based CBS Corporation, CBS Outdoor
International was sold in the Autumn of 2013 to LA-based Platinum
Equity and rebranded to Exterion Media in January 2014.
Exterion are currently involved in pitching for the TfL pitch which
combine the ad sales for the Underground, the Overground, the
Tramlink, the Docklands Light Railway (DLR), Victoria Coach
Station and Crossrail, when it launches.
About Exterion Outdoor Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
http://www.exterionmedia.co.uk/

41. Roadside,Digital ‘Network’ cinema, Glasgow subway
National coverage with sites in all major cities across
the UK and Glasgow Underground.
Primesight has heavily invested in Digital by creating the
first national roadside digital ‘Network’ of 48 sheets. It
continues to expand as sites are rolled out across the
country.
Primemobile, Primedesign,, EPOS, Brain Works, Geofencing.
Primesight has also recently innovated ‘Primemobile live’ – a
real time marketing performance dashboard that allows you to
view campaign progress in the moment.
Jointly owned by GMT Communications Partners LLP and
the Primesight management team, Primesight is a UK-
based business which has a market share of 8% in
2014/15.
primesight.co.uk
About Primesight Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
Results are our culture

42. 61 screens & displays across 42 locations in 9 cities.
Large-format digital, iconic landmark and super-premium
banner locations including The IMAX.
Ocean has a regional footprint that spans the following
UK cities: London, Birmingham, Liverpool, Manchester,
Leeds, Bristol and Glasgow
, , , , , and .
Ocean practices 'The Art of Outdoor', with every site in the
Ocean portfolio having a unique quality and personality.
Ocean’s strategy of developing iconic digital land premium
formats, is mirrored by its acquisition strategy. Areas of
investment include…
The Grid
Ocean Labs
Regional site expansion
Neuroscience Research projects
- The Science Behind the Art of Outdoor
- Beyond Out of Home
Ocean Outdoor, launched in 2005, is a boutique, UK-based
media company pioneering creativity in digital OOH via an
expanding portfolio of large-format, high profile sites
In May 2012 a management buyout, backed by LDC Capital,
purchased the business from Smedvig Capital for £35m
In 2014, Ocean Group acquired Signature Outdoor and in
2015 expanded further with the acquisition of MediaCo.
Ocean Outdoor reported revenues of £23.4 million in 2012
About Ocean Outdoor Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
oceanoutdoor.com

43. Posterscope
news, views and
campaigns
www.pioneeringooh.com

44. Posterscope host ‘The Pioneers’ event featuring
Justine Roberts…

45. 11/5/2015
psLIVE UK Win Event Magazine Brand
Experience Agency of the Year 2015…

46. psLIVE UK success at the 2015 FMBE Awards…

47. The Drum Creative Out of Home Awards
Announces Finalists…

48. Advertising Week 2015 NYC….

49. MasterCard launch RWC campaign with
“Priceless Surprises”…

50. BMW Use Real Time Posters to Launch New 7
Series…

51. North Face Campaign Uses Weather Triggers to
‘Embrace the Outdoors’…

52. Jameson’s use Locomizer to enable hyper
targeted campaign…

53. Société Générale’s RWC Welcome…

54. The Master Chief is Immortalised in Shoreditch
murals…

55. OOH Industry News

56. JCDecaux launches LDN!

57. Birmingham showcases The Loop – the latest in
digital out of home connectivity…

58. Winners announced at Ocean’s Digital Creative
Competition…

59. Exterion Media & TINT Reshape Digital
Experiences…

60. Outdoor Plus Adds M1 Staples Corner…

61. Presenting The Meadowhall Approach…

62. Touch Points 6 reveals Television and OOH
Continue to be the Largest Broadcast Media…

63. 11/5/2015
Clear Channel deploys LED screens in three
Norwegian airports…

64. State of The Art DOOH for Edinburgh’s Prince
Street…

65. Stuff we like

66. Tesco Pranks Customers for Halloween
Campaign…

67. Taylor Herring Takes Patients Across London
Street to Highlight Organ Transplant TV Show…

68. This Interactive Digital Billboard Warns What’s
Around the Corner…

69. Russian Olympic Committee Creates a Social
Heat Lamp That Shares the Warmth…

70. 11/5/2015
‘Stories in the Sky’ Use Kites to Promote Children
Reading…

71. 11/5/2015
DHL’s Scrum Challenge…

72. Traffic Lights Encourage Pedestrians to Leave
Behind Compliments…

73. Talk to a Fire Hydrant in Singapore at the Festival
of Tech…

74. L’Oréal Shows Power of Waterproof Mascara In
Movie Theatre…

75. 11/5/2015
AIDS Concern Hong Kong: Can You Smell the
Prejudice?

76. Advertising for Humans That Works…

77. La Place Restaurants: Livestream Chef Making
Your Pizza…

78. Kit Kat Take A Break Machine…

79. JetBlue Reward People for Stealing Bus Stop
Ads…

80. Catch Pokémon in the Real World…

81. The World’s First Soap Bus Ticket…

82. The Tattoo Flyer With a Touch of Digital…

83. 10 Squats Earn You a Subway Ride…

84. Melanoma Institute Australia: Stop the Spread…

85. Paranormal Activity: The Ghost Dimension:
Haunted Open House…

86. 10 Squats Earn You a Subway Ride…

87. Find Out More

88. Find out more...