Out of Home Media: the numbers
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Transcript of Out of Home Media: the numbers
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OOH – Big Numbers
Tom RansomeBoard Director, Open Outdoor
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Media Revenue Growth
1999-2014 Media Revenue
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
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UK Outdoor Advertising Revenue
697 677702
786
848897
933976
939
782
881 886
970 9901,019
0
200
400
600
800
1,000
1,200
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
£m
Source: Outdoor Media Centre
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Revenue by Category
Finance
10%
Entertainment & Leisure
19%
Telecoms
14%
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More Time Out of Home
0
10
20
30
40
50
60
70
12a
m
6am
9am
No
on
3p
m
6p
m
9p
m
%
+33%
Source: National statistics estimates 1990-2010
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More OOH Leisure Time
0%
5%
10%
15%
20%
1961 1975 1985 1995 2000
Year
% o
f w
akin
g h
ou
rs
Shopping Eating out, cinema, pubs Socialising Sports, walking
Source : The Future Foundation, UK
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More Vehicles
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
1980 2014
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Groups Most Responsive to OOH
Notice OOH advertising a lot
Bu
y b
ec
au
se
of
OO
H a
lo
t
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Focus on Quality rather than Quantity
-3%-18%
+110%
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98%UK population per week
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10.2 Billion Impactsper week
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2.15 Billion Impactsper week
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Putting audience first when planning
Planner Approach
Standard Approach
To select an optimum 1,000 6 sheets from a universe of 60,000, you would need to
examine some 72 trillion possible combinations
#talentbitesTotal Frames Reach Frequency
18-24 Full Time
Education Impacts All Adult Impacts
100 140,888 2.99 421,889 11,124,610
#talentbitesTotal Frames Reach Frequency
18-24 Full Time
Education Impacts All Adult Impacts
100 234,453 9.67 2,266,330 30,980,486
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Using mobile data to improve OOH
targeting & effectiveness
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Establishing new roles for OOH
Physical Proximity Virtual Proximity
(Mobile web/app usage)
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Everyone is online when OOH
0
50
100
150
200
250
Index
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Who are EE?
The biggest & best network
7.7m4G Customers
30mTotal Users
Best in Class:*
Overall PerformanceReliabilitySpeedMobile Internet / Call / Text / Performance
*RootMetrics
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Not currentlyreal time
Domain level web / app use
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Identifying usage hotspots for selected
mobile websites & apps
3. Skewing 6 sheet distribution to leverage this insight
Film
1. Build a taxonomy of mobile behaviour
2. Exposing key hotspots for this behaviour
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Identifying usage hotspots for selected
mobile websites & apps
Very.co.uk : fashion
content & retail sites
/apps (e.g. Asos)
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Identifying usage hotspots for selected
mobile websites & apps
British Gas ME (energy
account management
app) : sites and apps
which allow users to
perform other ‘utility’
tasks on the go.
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Identifying SME’s from B2B contracts
Axa SME’s, targeting EE
contracts with less than
10 contacts linked to a
contract
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Identifying usage hotspots for selected
mobile websites & apps
Lenovo : technology
retailers & review sites /
apps
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Out of Home was 200% MORE EFFECTIVE when mobile data used to plan ad campaign
In terms of;
Ad Awareness
Purchase Consideration
Online Searches
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Big Numbers
Focus
Relevance
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