1. PS
Worldwide SUMMER 2012
News and opinion from Posterscope, the world’s leading Out-of-Home communications network
NFC: What Lies Ahead?
We canvas industry opinion
“Hero ideas create a virtuous
circle of increased interest,
We increasingly talk about the When questioned ab out
investment and engagement”
connected consumer, and of “ownership” of NFC technology,
convergence. One of the key Quittman adds “Things may look
drivers of this convergence – very different in two years’ time. I
and one of the technologies that think there will be lots of posturing
will make consumers even more from the likes of Google and
connected – is NFC. many network operators – these
We’re familiar with the many businesses have made it clear they
benefits that NFC contactless are keen to be seen as the new
technology is already bringing to the wallet owners. The banks seem to
consumer, propelled in the main by be relaxed about being a standalone
its integration into smartphones. And application or forming part of a third
for the advertiser, NFC allows quick, party wallet. It is quite possible that
simple, scalable and affordable the largest retailers will decide to
interaction between mobiles, poster move into the wallet-owning space
site and ultimately their brand - lots – a Tesco or Sainsbury’s Wallet? -
of boxes ticked. these giants might well think that
NFC goes far beyond simply now is the time to move into the
serving as a proxy wallet. We can payment space more vigorously
think of it as a gateway to a whole by launching their own closed-loop
host of rich mobile content and new payment platforms and capitalise on
experiences, itself the springboard the current poor bank PR.
to new levels of consumer The obstacles are beginning to
engagement. be dismantled – Apple is launching
To us this suggests that NFC iWallet (barcode and QR codes
stands a good chance of emerging based now, but NFC based in the
as the dominant technology in future) and the banks are launching
the mobile area, but it’s important NFC prototypes today. The market
to consider both the barriers will be fragmented in the short
and drivers which will ultimately or, for example, at a bus shelter over the internet and use your term, but expect to see much
determine its success. for redemption in a local store, NFC enabled phone as the access consolidation in the longer term.”
It’s a theme that Posterscope drives footfall and sales.” Quittman control/room key.” Michael Nicholas, Chief Strategy
explored recently at the SXSW believes that NFC for brands and However, Quitmann also warns Officer Isobar, suggests that we
festival in Texas and here we canvas retailers needs to be transactional that “Unappealing content could need to think very carefully about
opinion from industry leaders. – an opportunity to drive sales - and slow the growth of NFC as an the consumer benefit. “The question
Miles Quitmann, Managing cites the following examples; engagement technology. NFC I always ask is: do we really have a
Director Proxama is keen to “Enter a coffee shop, tap a poster should be magical, more than an credit card problem? Are they too
underline the variety of potential to immediately connect to the local updated version of cumbersome heavy? Do they take up too much
uses for the technology: “NFC has Wi-Fi facility without the pain of QR codes. A single tap should send space? Do people sit around and
so many potential applications; having to enter IDs and passwords, the consumer directly to the most think “cash is such a difficult thing
voucher and coupon distribution for or pay for your parking by tapping engaging content and enable them to use”? I don’t think that they do.
brands and retailers is an obvious a poster, connected to a payment to keep the content or voucher for To top it off there is a lot of data
one. Picking up a voucher in store, card, or even book a hotel room later use.” pointing toward people not trusting
SUMMER 2012

2. “We need to embrace the real benefits of ‘what you
touch is what you get’.”
mobile payments just yet. This is horse-before-
cart in my opinion; we need to embrace the real
benefits of “what you touch is what you get” in a
low-risk way to ease a transition and lower the
barrier of adoption. Right now this wallet push by
banks and carriers seems to be more about them Bedggood believes that the debate surrounding with non-interoperable systems likely to stifle
than about consumers.” ownership has an upside in so much as they consumer adoption.
In order for NFC to be adopted into the are forcing those parties involved to address When asked the question about the educational
mainstream, Nicholas believes that “NFC some serious questions; “There are ongoing challenge for NFC, Edwards responds “Like all
interaction should be made fun and informal discussions regarding the battle for ownership – innovation it will spread through the network of
first and foremost - that’s why gaming and some healthier than others. The healthy battles potential users. Initially we need to look after
entertainment are such nice fits. They help are driving serious consideration as regards the innovators, the first 3% who will buy just
people to understand the ‘metaphor’ so that they customer servicing, liability and best practice for because it is new; we need to deliver messages
ask themselves “Wouldn’t it be great if I could consumer choice. If it were a free-for-all with for appropriate brands in appropriate contexts. IT
do this with everything?” And when they start open access to the secure keys, who would be trade fairs will attract early adopters who will have
thinking this way, there are few limitations to what liable for a fraudulent transaction if something differing needs and interests - the brands and
the consumer will then grant us permission to do went wrong? Who would they call - the internet contexts should evolve with them. Hero ideas that
with NFC. giants, their bank, their mobile operator or the create real value are critical to create a virtuous
Furthermore our goal shouldn’t simply be handset manufacturer? Can the internet giants circle of increased interest driving increased
to move everyone towards NFC as quickly as provide the UK call centres to support customers investment driving increased engagement.”
possible – rather it should be to deliver awesome in the same way that operators can? What So, despite some common concerns, our
brand experiences to people. happens if we end up with a different wallet app contributors appear unanimous in their view of
But ultimately it’s the tangibility of an NFC for every bank and every loyalty card we have the positive potential of NFC, a view that we share
interaction that will prove one of its most today? No consumer would want to use it as here at Posterscope. There are undoubtedly
compelling benefits – unlike QR codes, it’s a very they would have to switch between this app some sizeable obstacles ahead which the market
natural interaction, very easy to understand, with and that app to use this loyalty card with that must overcome in order to offer the consumer
a very low learning curve” suggests Nicholas. payment card. In the end, collaboration between the most user-friendly NFC experience, be they
Stephen Bedggood, NFC Product Manager operators and between banks is healthy as it content, ownership or logistics-related. But with
O2 stresses the versatility of NFC. “Everyone drives the answer to these questions and offers so many stake-holders with their eyes on the
talks about NFC being used for contactless the consumer choice.” NFC prize we are confident that there is sufficient
payments, but it is far more than that. NFC has Jean-Paul Edwards, Executive Director, momentum to drive this through successfully, and
been used for Transit for many years now and Futures Manning Gottlieb OMD takes the view where the curious and contented consumer goes
this is probably the number one use case in that unappealing content could seriously slow the the smart advertiser soon follows. Interest in NFC
nearly all developed countries. Here in the UK, growth of NFC. “All media runs this risk but NFC is growing fast for all of these reasons and given
the most well known deployment is the Oyster will need some hero ideas to gain traction for the technology’s natural synergy with Out-of-
Card which sees over 2 million journeys made the channel and to illustrate techniques and value Home we are hopeful that the new opportunities
each week using the card. that would not have been possible previously.” He they collectively represent will encourage new
NFC is also used in museums and at tourist also states that “NFC needs to be open-source investment in the medium.
attractions, allowing people to further interact
with the world around them, for example, finding
out more about an object in a museum or perhaps
viewing video content about that object.”
Bedggood also emphasises the need for
content to be appealing; “Simply linking to
a company’s promotion on a website is not
engaging and not providing that consumer
with a memorable experience. An example of a
positive experience might be turning the SMS-
based parking experience into one where I tap a
sticker which launches a location-based parking
app, knows my registration and payment details
and allows me to enter how long I want to stay.
Or, alternatively, being able to tap a wine bottle
in a shop to access recommendations of which
food it best accompanies, provide other drinkers’
reviews and allowing me to review the bottle.
These could be delivered via QR codes too, but
so far it hasn’t been done successfully.”

3. Opinion
The changes that have occurred
I’ll show you mine if
you show me yours
in the OOH medium over the
past few years have put us in an
intriguing position.
On the one hand, OOH has a rich
heritage. As one of the “traditional
media” - indeed, the oldest medium -
we have a long and impressive track
record that we can point to. Posters
work. They have done for centuries.
On the other hand, the newer
formats being developed in OOH, and
the way they connect smartphone-
carrying consumers with other media,
make OOH one of the most future-
facing of all media.
Those of us who work in OOH are
keenly aware of this. But those who
don’t deal with the industry on a day-
to-day basis may not be so aware of
the technological changes that have
changed the face of our medium.
They may more readily think of the
“traditional” side of the medium, rather looking in a box marked “traditional”. One area where we can clearly do of the people who are in a position to
than the cutting-edge side of it. If they perceive OOH as an old or this is in rethinking our attitude to data spend more money with us.
So I think the OOH industry faces a traditional medium that could quickly and knowledge. How do new media We need to share our insights and
big question right now: do we want to become a problem for us. A big, behave in this regard? They share. data about how consumers behave
be associated with the past, or do we Darwinian problem. They take an open-source attitude. in this new, connected economy.
want to be associated with the future? We need them to perceive OOH Traditionally we don’t share. We need to move towards genuine
The reason this is such a big as new and different. Or, at least, We regard data and knowledge real-time planning and we won’t
question is because industries - as we want them to understand that if as something that might offer a get there by acting selfishly as
we know - follow a ruthless, Darwinian they’re looking for something new and competitive advantage. So we keep individuals; but we can get there
trajectory. The dinosaurs die out. Very different, OOH would be a worthwhile it to ourselves and guard it jealously. working together.
quickly. You adapt …or you’re gone. place to look. So we have to associate This is an outdated attitude, it’s It will require a huge cultural shift to
So, although there is a lot that’s our medium with the future. a traditional attitude, and it will start sharing, of course. We’re used to
very positive about OOH’s past, and Fortunately, I think we can do perpetuate media planners seeing us treating all of this data as marketing
while traditional posters remain a this. The groundwork has been laid as a traditional medium that behaves collateral; but if we can make this
very powerful part of any marketing by the investment in new formats. in traditional ways. change, and start to work together to
armoury, I think there’s only one The technology exists for both If we can start to behave more like develop the insight, the benefits will
answer to this question. We need to new and older formats to play an new media companies - and throw be there for all of us.
be associated - in the minds of clients integral role in influencing today’s our data out there for everyone to use We will be giving a new generation
and media planners - with the future. connected consumer. - the benefits to our medium overall of media planners what they want -
Media planners have a natural We are part of the future. But to will surely outweigh the marginal better insight, better measurement.
affinity with the future. They’re looking make sure we’re perceived as such benefits for an individual company If we have an opportunity to make
for something new and different to we need to take every opportunity to of keeping things to themselves. media planners’ lives easier - and
excite their clients. If you’re looking behave like a new medium, not like Because it will firmly establish us as a we don’t take it - we’re missing
for new and different, you don’t go an old one. forward-thinking medium in the minds a trick.
Posterscope is the World’s leading Out-of-Home communications network.
To find out more, contact: Printed on 75%
recycled paper.
Annie Rickard President, Posterscope Worldwide annie.rickard@posterscope.com 100% recyclable.
Packaged in 100%
Danil Pershin CEO, Posterscope Russia danil.pershin@posterscope.ru biodegradable film.
SUMMER 2012

4. The Work Campaigns from around
the Worldwide network
1 NIVEA To put a spin on NIVEA’s 2 Coke Chinese New Year, The 3 Veikkaus a Finnish Lottery 4 20th Century Fox Imagine
traditional New Year’s Eve Times Spring Festival, is the biggest company, enhanced their national 6 waking up every morning, knowing
Square takeover, Posterscope USA and most important festival for sheet campaign with an innovative that you have only 23 hours before
developed a convergent concept. the Chinese, when families get ‘talking bus stop’. The campaign, your life will be in great danger. To
This allowed consumers in Times together and send good wishes created by Posterscope Finland, promote the film ‘In Time’, just prior
Square to directly engage and to their families and loved ones. In was for Veikkaus to thank the to the official premiere, Posterscope
interact with the brand, via a digital order to position Coke as the iconic Finnish people, who by playing Poland created an engaging
spectacular and prime location CNY brand in 2012, Heartland- their games, play a significant role campaign in some of Warsaw’s
engagement balcony, the flagship Posterscope created an innovative in helping over 1,000 beneficiaries coolest clubs. Participants were
Aeropostale store, a brand with a campaign, targeting Chinese youth, (most of the money goes to the encouraged to take part in ‘the
similar target and messaging. The enabling them to send their best Finnish state to finance Finish arts, race against time’ in the Mono Bar,
balcony was turned into a ‘kissing wishes to friends and families via sports, science and youth works by De Lite, Hunters, Carmel and the
booth’ overlooking the heart of the OOH sites - 39 shelters in 11 the Finnish Ministry of Education), Capitol. Once there, guests were
square, creating an unforgettable markets in different tier cities and and to communicate to the public exposed to B2 posters, projectors
photo-memory opportunity for 1 mega LED. Participants sent the daily €1.1 million lottery revenue showing film trailers, and life-size
consumers. People in the area their greetings to a mobile web for Finnish society. The talking bus character ‘stands’ with the title of the
could get their ‘NIVEA kiss’ picture site which were then downloaded stop allowed a real-life connection film and the date of the premiere.
taken in the booth and afterwards in seconds onto the screens. The between the public and a famous In addition they received ultraviolet
see their image on the giant digital participants would then receive an comedian, with the amusing stamps on their wrists and arms and
spectacular outside the store, via a SMS message with a web address interactions being filmed and placed special numbered ‘race against time’
live feed. Those who got their photo which allowed them to download on YouTube. Both the campaign drinks with florescent ice cubes,
taken received free NIVEA lip balms the screenshot of their text. In total and the talking bus stop were a whilst the DJ’s interspersed songs
and could retrieve their pictures via around ten thousand consumer huge success generating higher from the soundtrack with music
a dedicated Facebook page. wishes were displayed. than normal ad recognition levels. from the evening programme.

5. 5 Nokia To launch Nokia’s new 7 MINI To engage consumers and 8 Resia To raise brand awareness 9 Disney To celebrate the launch
windows phone and reposition increase the number of fans on their and engage Resia’s target of the new Avengers Assemble
the brand to a younger audience recently launched MINI Facebook audience, Posterscope Sweden movie, Posterscope UK created
through the Amazing Everyday page in Belgium and Luxemburg, created a national OOH campaign a live art experience in London’s
Communications platform, Posterscope Belgium created a featuring almost 3,000 6 sheets trendy Old Street. Over the course
Posterscope Spain created a social spectacle combining the real and QR-codes. The campaign of four days, artists painted the
large, innovative and integrated and digital worlds. In the parking lot asked consumers to engage with eight iconic Marvel characters
campaign with activations that of the Brussels Motorshow, a MINI the poster by participating in a on to a 96 sheet poster site. The
surprised and engaged the target Countryman, held only by a thick rope, competition to win €1,700, and a order in which the characters
in everyday situations, turning an was placed on a 15 degree slope, simple message was communicated were painted depended upon the
ordinary day into an amazing day. while a Bunsen Burner was placed in order to increase the awareness public vote, which was facilitated
It involved street marketing events under the rope. Whenever a fan ‘liked’ and engagement of the brand. by Twitter. Fans could tweet who
in different universities, including the Facebook page they remotely To activate the outdoor sites, users they wanted to see created on the
converting press kiosks into DJ generated a burst of flame onto the simply scanned the QR code with billboard by tweeting a unique # tag,
booths; innovative technologies rope in real-time. The fan whose their smartphone. In total almost one of which was created for each
in bus shelters using interactive flame ultimately broke the rope won 3,800 scanned the QR code character. The project, broadcast live
displays; dominations in Madrid the car. A webcam broadcasted the and over 1,500 participated in online, clocked upwards of 1 million
and Barcelona metro stations, scene around the clock. the competition. viewing minutes.
tailoring the theme of the design
to the station’s name; experiential
marketing where Nokia paid the
lunch bills of clients in selected
restaurants; and shop windows
branded with Nokia Lumia displays.
It was a huge creative exercise
and a massive challenge in terms
of production, coordination and
implementation. Nokia sales
increased during the campaign and
a lot of WOM was generated across
different media.
6 Reebok To create high levels
of awareness and ‘buzz‘ amongst
existing and potential consumers
of Reebok EasyTone trainers,
Posterscope India created a
media first, a digital Out-of-Home
campaign which involved an
interactive LED screen linked to an
SMS gateway. The campaign was to
promote the message that a woman
can ‘unveil’ a great new body by
using Reebok EasyTone gear. The
creative showed a partially visible
girl, wearing a pair of EasyTone
trainers, which changed via the
use of live feeds, with a bit more of
the girl revealed immediately every
time a person sent an SMS, so
that finally the whole story falls into
place. Due to the innovative nature
and the premium positioning of the
site, a huge LED outside Select City
Walk, a leading mall in New Deli,
Reebok received a great response,
with over 4,500 SMS’s in the first
three days.
SUMMER 2012

6. The Big
Interview... William
“Out-of-Home is a
Eccleshare
medium that is more
alive than ever with
Q. Given your mainly creative a spectacular success and we’re
agency background, with its unquestionably leading the market
upstream image, and coming in the transformation of our industry.
creative possibilities.”
into outdoor with its more However, OOH has a relatively
traditional image as you did low share of ad spend compared
a few years ago, with all the with what I’m used to and I want
changes in the medium and to address that, working with our
peoples’ lifestyles, they’re sales and marketing teams to bring
probably closer together than new money into our sector, whether
the reader might think. What national, regional or local sales. This
do you think and what does the will be one of my key messages in 2012.
change mean to you? with people will help grow their creatives to truly embrace it so that Overall, our two organisations,
Anyone who spent their formative businesses, promote the power it becomes the norm. Clear Channel International and
years in a creative agency will have of OOH and continue to build our Q. So now turning to your Clear Channel Outdoor Americas,
developed a love of the poster. world-class position. new position, in a global have much to share and learn from
It’s the purest form of advertising Q Given what you’ve said, do communications world the each other and I will be focused on
and the ultimate test of a great you think the creative community integration of Clear Channel’s creating additional value out of the
idea is whether it works on a are fully exploiting these US and international businesses synergies between them, enhancing
48-sheet. Clear Channel is, at its opportunities? Do you have a is obviously significant. What them with a closer partnership with
heart an advertising business and message for them? experience will you bring to our other division, Clear Channel
my background has helped me We support the Cannes Lions help grow the medium in the Media & Entertainment.
emphasise and give meaning to as part of our commitment to US? Where will you set your In a first-of-its-kind worldwide
that, in maintaining our absolute championing great creativity. As ambition? campaign, we all worked together
focus on building an effective a pure-play advertising medium, It’s a very exciting challenge, but to help Madonna launch her new
platform for advertisers. the quality of the creative plays more importantly a great opportunity single “Gimme All Your Luvin’’. By
OOH is a medium that is more a fundamental role which, when for our business to get real benefit combining our dynamic digital
alive than ever with creative combined with context, timing and from its global scale and talent- outdoor networks with broadcast
possibilities. Last year, we created audience insight, leads to truly base. Working across more than radio, online and mobile via
a campaign with the strapline effective OOH campaigns. 30 countries at Clear Channel iHeartRadio, we reached an
‘Outdoor is back in’ to challenge any In Cannes last year, I spoke about International means I have seen first- incredible 150 million people
lingering misconceptions. A perfect the creative community failing to hand the tremendous opportunities globally. As well as generating
storm of social and consumer take advantage of our medium’s in the OOH marketplace and the extensive international press
trends, amplified by the creative true capabilities. If you look at digital value of developing and sharing coverage and social media buzz,
possibilities of digital technology, as an example, television or film expertise. But I am sensitive to the campaign was also credited
presents us with the opportunity to content is too often transferred to the real differences that exist and with breaking the iTunes one day
reinvent our medium. digital sites without thinking about opportunities to collaborate. pre-order sales record to send
This year, we are launching the real opportunities the medium offers. In my first few weeks, I’ve been the single to number one in 50
a new strapline ‘Where brands We hate to see our medium quickly getting to grips with the countries. Perhaps the most
meet people’, encapsulating the misused, or not fully exploited. quality of our US portfolio, operating important outcome though, was
real advantage of a large, diverse Conversely, there’s nothing better in 19 of the top 20 US markets and that the campaign demonstrated
portfolio like ours to collaborate than seeing boundaries expanded. reaching over 60% of the entire our ability to run seamless global
with advertisers on powerful OOH By the end of this decade we adult population every month – that’s campaigns across our platforms.
campaigns, drawing on our insights are looking at significant adoption 141 million consumers. Add to this There has to be a lesson in that!
into location and audiences, and of digital. The question is how do scale our Times Square Spectacular Q. With Clear Channel and
coming up with new ways of starting we get from here to there? Answer, sites and our airports inventory, and Decaux now two fully integrated
conversations with people on the move. investment from commited media you can understand why I’m excited. international majors in OOH
These advertiser connections owners, but also the need for Our digital strategy has also been sales, can you use your

7. After graduating from Cambridge,
William has spent his career in
advertising.
He has been CEO of JWT in London and
Amsterdam, Lintas UK, and Chairman/
CEO of Y&R and BBDO in Europe. He
also spent three years as a Partner at
McKinsey, leading the firm’s European
Branding Practice.
In 2009 he became President and CEO
of Clear Channel International, and in
January 2012 was named CEO of Clear
Chanel Outdoor with responsibility for
the company’s OOH assets globally.
combined resource and influence to drive on bringing digital to 6 Sheet street furniture transformative.
universal, accessible and tradable audience with networks already covering London, San However, we see NFC as just one way to
research in all significant markets? Do you Francisco, Washington DC, and soon Chicago. create the link between outdoor and mobile
buy into the value of this? At the end of last year, we also launched Clear devices and we can already see the differences in
I absolutely buy into it. We are fully committed Channel Play – a sub-brand representing our the technologies people adopt between different
to working with all stakeholders to develop long- dedicated digital portfolio, which is all about our markets. It’s also not always the developed
term joint industry research across our network. digital ambition, investment and integrating new markets showing the way - in Kenya and India,
We also want to continue to work with our technology into our medium. for example, they are far in advance of Europe in
partners to help advertisers fully understand the Q. NFC will deliver a step-change in using mobile wallets.
audiences we can deliver. We’ve seen examples connecting the digital and physical We have taken a significant step in
across the world - most recently in Australia with worlds and truly transform the interactive understanding how people want to interact with
MOVE - of how quality data can drive OOH share capabilities of OOH. What do you think it mobile technology by working with Posterscope
of market. Our commitment is absolute. will mean to your business as first, second on a study conducted in the UK and USA,
Q You’ve been quoted as saying that 90% and third world markets get there together? consisting of almost 1,000 online interviews with
of all OOH inventory will be digital by the On 28 November in London we launched smartphone owners. This looked at a number of
end of the decade. Others have been more Europe’s first NFC-enabled digital street technologies on their devices including: Quick
cautious. Who’s right? furniture network delivering 10.8m impacts per Reader (QR) codes, Mobile Bluetooth, Barcode
I am! What I actually said is that in certain week. Our business in Singapore was also the Scanner, Augmented Reality, Visual Search, NFC
markets and key segments 90% of OOH first-in-market with an island-wide network of and Mobile payments.
inventory will be digital by the end of the decade mobile-enabled bus shelters. For NFC in particular, 54% of respondents
and if anything, this is an underestimate given our Through these new networks we can transform stated that using NFC technology to interact with
progress so far. an advertiser’s brief into a deep and engaging posters would be useful, but what is clear is that
In Q4 2011, we focused on transit, launching experience, provide a mobile platform that allows we’re still in an early adoption phase.
a nationwide digital rail network in Belgium, advertisers to display customised messages If brands want to meet people out-of-home
together with a network in the Stockholm metro. on mobile devices, activate a poster campaign they don’t want to waste their time – we all need
Recently, we have also launched nationwide mall digitally by turning each site into a launch pad to remember the key principles of understanding
offerings in Norway and critically in France, where to other online channels, build on consumers’ who the target audiences are, what they are doing
we are now the biggest digital operator. mobile content consumption behaviour and allow on the move, how they feel and how and when
Importantly, we’re also the only global player advertisers to mine actionable consumer data, they want to start a conversation. Then we can
to have taken digital truly ‘outdoor’ - our digital such as number of users, uniqueness of profiles apply the right technology to ensure we make the
billboards in the US now reach more than 50 and response rates. NFC enables us to become most of the transformational opportunity mobile
million people per week. And now we’re focusing a transactional medium and that is potentially provides for our medium.
SUMMER 2012

8. Focus on Posterscope Russia
The Out-of-Home market in Russia
According to AKAR research,
advertising market spend in
Russia increased by 15% in
2011 versus 2010, up to RUB
38 billion (including printing
expenditures). Out-of-Home’s
market share is 12% of this total.
Roadside facilities dominate
with 82% of the total OOH spend
(within this the most popular
format is the 6x3 billboard at
57%); 8% is subway and transit
advertising; 7% indoor; and 3%
digital Out-of-Home. Moscow is still
the main market.
Moscow’s OOH advertising
market dominates, with a 49%
share of total Out-of-Home sites.
However, commentators have
discussed the projected decrease
in the Moscow market that will
be caused by a 20% inventory
reduction during the next year,
restrictions on the placement in
city central areas, and new rules
on the market, etc. The Moscow
government has a plan to reduce
the volume of OOH advertising by
40% in the city centre by 2016. Digital OOH may well be the answer A fragmented market OOH expert in the market. It boasts
Placement price is growing to this in many circumstances, and The Russian OOH market is an enviable track record, combining
In general, the period of extensive has huge potential to expand in Russia. very fragmented, with over 1,000 local expertise and strong client
market growth is ending, and the Advertisers may change their contractors. The main contractors’ service delivery, with global
value of the OOH market will grow expenditure ranking positions shares have, however remained the capabilities and tools, including the
as a result of OOH prices rising by Out-of-Home is one of the key same – 37% Russ Outdoor (the world-class OCS - Posterscope’s
around 10%. Amendments to the media channels for retail, financial, rebranded News Outdoor), Gallery, OOH Consumer Survey, based on
Federal Law on Advertising, regional banking, mobile and realty sectors. BigBoard/JCDecaux, VE RA a representative sample of over
legislation initiatives (e.g. five-year According to a Posterscope Russia Olymp, etc. At the same time, we 2,600 adults in Russia, focusing
contracts with OOH contractors), forecast, in 2013 Telecom and are discussing opportunities of on their out of home activities, and
will also hold back market Travel will see minor growth but will starting a DOOH survey in Moscow attitudes, and opinions of advertising
development. The most extensive still have significant share, whilst and other main regions. This project in different environments. And, most
Digital OOH developments in Retail, Banks and Real Estate was carried out in collaboration with importantly, their moods and mindsets
Russia are concentrated in the big will be the major growth drivers industrial community, and together in these different environments.
cities – in Moscow the number of in 2013. The introduction of the with key market trends, will be top Currently, we are developing the
digital screens increased by 13% prohibition of beer advertising using of the agenda at the ‘Outdoor Day’ Posterscope Worldwide tools, Prism
in 2011. Advertisers are looking for OOH, commencing July 2012, will conference we are holding this Autumn. Plan and Prism Effect, for launch in
a medium that is flexible, provides unfortunately force brewers to Posterscope Russia activities our market, taking into account the
quality and engages the consumer. relocate their media budgets. Posterscope Russia is the leading characteristics of the market.
SUMMER 2012