2013
ooh planning guide A definitive guide to the Out of Home industry in Ireland
01
introduction Welcome to the 2013 Kinetic Out of Home Planning Guide Welcome to our 2013 Out of Home Planning Guide - a definitive guide to the Out of Home industry in Ireland. This handbook is intended to be a reference point for all those involved in the planning, creation and execution of Out of Home campaigns across all environments in Ireland. We received a fantastic response to last year’s handbook and we’re delighted that it’s seen as a useful document. Interaction with the Kinetic team is vital to ensure you get the most efficient and effective campaign possible, particularly now that lead-times are so short. Outlined in the handbook is information on all OOH formats, the production specifications, rates and locations across RoI & NI. As Digital OOH is a growing medium we’ve included a separate section which outlines the formats, digital creative guidelines and also how digital, mobile and OOH can deliver interactivity and stand-out. This year, we’ve also included general creative guidelines on what makes a good poster as well as how you can be innovative with your campaign to deliver memorability and impact.
As all alcohol campaigns running on Out of Home must adhere to the Code of Practice for Alcohol Advertising, we’ve detailed the most up to date guidelines relating to traditional OOH as well as ambient and digital formats. Our JNOR section gives an overview of the industry research tool. A separate ‘Ready Reckoner’ outlining the cover, frequency and GRPs of various formats by target audience for both NI and RoI is available by email. The Kinetic approach to OOH media planning is reflected in our Pathway process which is outlined in our About Kinetic section. We have invested heavily in a number of bespoke planning and buying tools which allows us to stay ahead of the curve in the OOH market. Kinetic is the global leader in understanding how brands can connect with people lifestyles and the environments they engage with. Our expertise and insight helps deliver effective OOH solutions to clients. The argument for Out of Home has never been so strong. It delivers a growing audience on the move. It’s proven to be
Simon Durham CEO
simon.durham@kineticww.com
the ‘last window of influence’ before shopping from a very comprehensive study done in the UK by the OMC. Outdoor also works well with other media – particularly online, radio and mobile and delivers incremental reach when used as part of the communications mix. 2013 has started on a positive note and we’re cautiously optimistic that this will continue throughout the year. If you have any questions or would like additional information, please contact us at 01 668 1822 or +44 (0)2890 725 777.
2013 OOH Planning Guide
contents
01. Why use Out of Home? 02. The RoI Market RoI
Large Format LF 6 Sheets 6S Transport Tp Digital Dg Ambient Am
03. The NI Market NI 04. Creativity in OOH C 05. Alcohol Guidelines for OOH
Alc
06. JNOR JNOR 07. Production Specifications
PS
08. About Kinetic Ireland K Disclaimer : The information contained in the Planning Guide is, to the best of our knowledge, true and accurate at the time of publication. Kinetic accepts no liability for any loss or damage arising as a result of use of or reliance on this information.
www.kineticww.com
03
2013 ooh calendar Poster Delivery Deadline
Cycle
17th Dec
1
31st Dec 2012 - 13th Jan 2013
4th Jan
2
14th - 27th Jan 2013
18th Jan
3
28th Jan - 10th Feb 2013
1st Feb
4
11th - 24th Feb 2013
15th Feb
5
25th Feb - 10th Mar 2013
1st Mar
6
11th - 24th Mar 2013
15th Mar
7
25th Mar - 7th Apr 2013
29th Mar
8
8th - 21st Apr 2013
12th Apr
9
22nd Apr - 5th May 2013
26th Apr
10
6th - 19th May 2013
10th May
11
20th May - 2nd Jun 2013
24th May
12
3rd - 16th Jun 2013
7th Jun
13
17th - 30th Jun 2013
21st Jun
14
1st - 14th Jul 2013
5th Jul
15
15th - 28th Jul 2013
19th Jul
16
29th Jul - 11th Aug 2013
2nd Aug
17
12th - 25th Aug 2013
16th Aug
18
26th Aug - 8th Sep 2013
30th Aug
19
9th - 22nd Sep 2013
13th Sep
20
23rd Sep - 6th Oct 2013
27th Sep
21
7th - 20th Oct 2013
11th Oct
22
21st Oct - 3rd Nov 2013
25th Oct
23
4th - 17th Nov 2013
8th Nov
24
18th Nov - 1st Dec 2013
22nd Nov
25
2nd - 15th Dec 2013
6th Dec
26
16th - 29th Dec 2013
Start Date - End Date
2013 OOH Planning Guide
why use ooh? OOH connects with an audience on the move • Commuter numbers for both workers and • • • • •
students totalled 2.7 million in 2011 (+1% on 2006, +13.1% on 2002) The average travel time for commuters is 26.6 minutes 21.2% decline in those working from home since 2006 Passenger figures are on the up, the numbers using a train, DART or Luas rose significantly between 1981-2011 Cars still remain the main mode of transport for commuters travelling to work from Dublin city and suburbs at 55% 25% of all journeys are work related and shopping/food/drink accounts for a further 23%
OOH is highly visual • Outdoor places your message where it really counts
• It delivers a large scale brand message at close quarters
• Outdoor has the ability to anchor a visual brand image in the mind
• More than any medium it can give your campaign a physical presence
• Huge opportunity for creativity • Iconic Medium
OOH allows us to tap into different mindsets in different environments, reaching the right person at the right time • Ability to engage with target audiences at multiple touchpoints throughout the day
• Location gives the opportunity for clever content and messaging
www.kineticww.com
05 OOH complements tv and reaches light viewers • Heavy TV viewers are more likely to be light • •
travellers, and light TV viewers are out and about more and more exposed to OOH OOH can drive recency to a mass audience and multiplies frequency to help work as a call-to-action Moving a proportion of TV spend to OOH can result in more cover and frequency for the same budget
OOH drives search and can reach the increasingly connected mobile consumer •
• •
Studies have identified a correlation between OOH and the volume of searches - OOH and TV drive search, with OOH being more cost effective than TV With growing penetration of smartphones, much more of the OOH audience is connected An investment in OOH alongside online advertising appears to be highly-efficient, as OOH reaches people during periods of low exposure to online
OOH deepens the consumer relationship with brands • Interactivity in Out of Home broadens the
•
communication offering to advertisers allowing them to engage directly with consumers in ways that are relevant to their lifestyle and their environments People are positive about a technology-driven future and brands that encourage interaction
2013 OOH Planning Guide
OOH delivers proximity targeting • • •
OOH reaches target audiences through precision targeting The medium has the ability to target geographically - Local or generic message Out of Home places your message where it's important - By Destination - By Outlet - By Route - By Target Audience
OOH provides the last window of influence before shopping • Outdoor is the key medium to reach shoppers
• • •
in the 30 mins prior to purchase - 40% of shoppers see outdoor as the last window of influence - Next highest is radio with 8% Outdoor dominates ad exposure in the last 30 minutes, reaching 88% of those exposed to any ad Only 13% of adults are not susceptible to last minute influences, and only 8% of women and 9% of 16-44’s Awareness of outdoor advertising during this prepurchase period increases the likelihood to find out more about a product and to buy a product
Technology is helping audiences spend more time out of home and interact more with their surroundings • Advances in technology mean people are less reliant on the workplace
• Shopping malls and travel hubs are constantly •
reinventing themselves, becoming places people spend more leisure time WiFi, smartphone usage and social media on the move are enabling people to be more receptive to media outside the home
www.kineticww.com
RoI
02
The RoI Market
09 ooh market overview 2012 - roi • OOH Market in 2012 was worth €77m • OOH is down -5% on 2011 • Dip in May 2011 was due to a one week cycle • Spike in March and September is due to 3 cycles being reported
Figures are reported at ratecard -20% Source: OMA/Nielsen
top categories on ooh (+ YoY comparison) #1. Drink €14.3m
#2. Food €14.1m
+5.0%
-‐5.1% #4. Retail €7m
#3. Ent & Media €12.9m
-‐20.5%
#5. Telecoms €6.9m
+23.8% #7. Govt €4.6m
+8.1%
#6. Finance €5.1m
-‐24.1%
#8. Trav&Tourism €3.2m
+12.4%
+17.3%
#9. Motors €3m
-‐9.4%
#10. Cosme+cs €1.5m
-‐ 31.3%
2013 OOH Planning Guide
top ooh advertisers 2012 Ranking
Advertiser
Total Spend
Total % Spend
1
Diageo
€4,417,830
5.72%
2
Vodafone
€2,709,804
3.51%
3
Unilever Ireland
€2,598,626
3.37%
4
Heineken Ireland
€2,148,470
2.78%
5
Kellogg's Ireland
€2,130,097
2.76%
6
British Sky Broadcasting
€2,075,774
2.69%
7
McDonalds Restaurant
€1,849,498
2.40%
8
Coca Cola Ireland
€1,744,082
2.26%
9
Cadbury
€1,542,289
2.00%
10
Irish Distillers Pernod Ricard
€1,469,250
1.90%
Subtotal
€22,685,720
29.4%
All Other Advertisers
€54,503,821
70.60%
Total
€77,189,541
100.00%
media owners • • • •
•
4 Main Media Owners operate in the RoI market selling traditional OOH formats These account for approx 98% of the market There are also a number of smaller providers as well as ambient media owners selling OOH space At Kinetic, we plan and buy across all OOH formats depending on the client brief and how best to connect with the relevant target audience We have developed strong relationships with each of the media owners to negotiate best value OOH campaigns for our clients
www.kineticww.com
11
1. Bravo Formats: • • • • • •
Large Format (48, 96, EP + GS) Bus & Rail Advertising* Commuterlites (6 Sheets at Train/Rail Stations) Bravo Mall 6 Sheets (located in shopping centres) High Street 6 Sheet Digital Transvisions at 4 transport hubs in Dublin * CIE Contract is due for renewal in late 2013
2. CBS Formats: • • • • • •
Large Format (48, 96, EP + GS) Purchase Points (6 Sheets at shopping centres & supermarkets) Digital Panels (dPods) at Dundrum Shopping Centre and Pavilions S.C., Dublin Digital LCDs and DEPs at Tallaght S.C., Dublin Aircoach formats (Travel from Dublin & Cork airports StorePoints & Trolley Bay Banners at Dunnes * CBS Outdoor is currently up for sale
2013 OOH Planning Guide
3. Clear Channel Formats: • Large Format (48, 96, EP + GS) • Citylights (6 Sheets at Bus Shelters) • Adbox (6 Sheets at Convenience Stores)
4. JCDecaux Formats: • • • •
Large Format (48, 96, EP + GS) Metropoles Metropanels Luas (Light Rail System) formats
5. Visualise (Ambient Provider) Formats: • • • • •
Trolley Handles Shopping Baskets Floor Graphics C-Store Digital Screens Tesco StorePoints www.kineticww.com
13
large format
96 Sheet
A 96 Sheet is a landscape format made up of 2 x 48 Sheets side by side and is comprised of twenty four x 4 sheet sections joined. 96 Sheets are available nationally.
Europanel
A Europanel is a non standard size poster, slightly smaller than a 48 Sheet. It is comprised of eight 60� x 39� sections joined. Europanels are mainly available in Dublin.
48 Sheet A 48 Sheet is often referred to as a traditional billboard. It is made up of twelve x 4 sheet sections joined. HD (High Definition) 48 Sheets are now available where the poster is made of one sheet of lightweight vinyl material. 48 Sheets are available nationally.
Golden Square A Golden Square is a portrait format made up of 2 x 48 Sheets stacked comprising of twenty four x 4 sheet sections joined. Golden Squares are available in mainly Dublin.
Universe of Large Format 96 Sheet
48 Sheet*
Europanel
Golden Square
Metropole
Dublin
118
1058
55
27
317
Cork
33
232
8
0
0
Galway
19
71
0
0
0
Limerick
10
93
5
0
0
Waterford
5
59
3
0
0
Regional
97
857
12
1
0
282
2370
83
28
317
Total
* 48 Sheet figure includes panels which can be booked as 96 Sheets or Golden Squares
2013 OOH Planning Guide
LF
Large Format Planning Rates Cycle 1 - 4
Cycle 5 - 15
Cycle 16 - 17
Cycle 18 - 20
Cycle 21 - 26
31 Dec - 24 Feb
25 Feb - 28 Jul
29 Jul - 25 Aug
26 Aug - 6 Oct
7 Oct - 29 Dec
Dublin Plus 96 Sheets
€1,500
€1,800
€1,600
€1,700
€1,600
Golden Squares
€2,000
€2,850
€2,500
€2,750
€2,500
48 Sheets
€750
€950
€855
€900
€855
Europanels
€600
€700
€675
€750
€675
Metropoles
€900
5 Main City 96 Sheets
€1,300
€1,650
€1,500
€1,600
€1,500
48 Sheets
€650
€800
€700
€750
€700
Europanels
€550
€675
€600
€650
€600
National (incl 5 Main City) 96 Sheets
€1,200
€1,500
€1,350
€1,400
€1,350
48 Sheets
€550
€700
€600
€610
€600
Europanels
€450
€600
€500
€550
€500
Average planning rates apply Opportunities / Discounts to be had in certain cycles based on availability
Recommended 48 Sheet Weights 300
300
300
200
200
200
100
100 70
0
50 30 light medium heavy Dublin Plus
0
100 70
100
120
light medium heavy 5 Main City
100 0
150
200
light medium heavy National www.kineticww.com
15 48 Sheets Pre-Selected Packs Bravo Outdoor Pack Name
No. Sites
Posted (day)
Standard Rate
Premium Alcohol 1
25
14-1
€38,003
Premium Alcohol 2
25
14-1
€38,491
No. Sites
Posted (day)
Standard Rate
Dublin Premium 1
22
1,2,3
€30,530
Dublin Premium 2
22
1,2,3
€25,725
Dublin Premium 3
21
1,2,3
€24,960
Five City Premium 1
29
1,2,3
€21,775
Five City Premium 2
30
1,2,3
€21,670
National Routes 1
20
1,2,3
€10,033
National Routes 2
20
1,2,3
€10,190
National Routes 3
20
1,2,3
€9,433
National Routes 4
20
1,2,3
€10,425
Bravo 96 Sheets & Golden Squares now sold Line X Line Bravo All Packs Cycle 1 - 26 : Standard
CBS Outdoor Pack Name
Cycle 1 - 4 : Standard. Cycle 5 - 15 : +15%. Cycle 16 - 17 : Standard Cycle 18 - 20 : + 10%. Cycle 21 - 26 : Standard
Clear Channel 48 Sheets and JCDecaux 48 Sheets are sold on a Line x Line basis
Metropole Packs & Recommended Weights 60 A Metropole is an 8m² scrolling unit available in Dublin only. They display up to 4 posters scrolling on each side and are 100% back illuminated. Metropole posters are encased within glass units and are sold print inclusive.
40 20 0
Planning Rate: €900
Metropole
32 24 18 light medium heavy Dublin Plus
JCDecaux No. of Packs Metropole 1 - 10
No. Sites
Posted (day)
Standard Rate
24
1
€30,000
2013 OOH Planning Guide
6 sheets Universe of 6 Sheets Bravo Mall
Citylights
Comlites
Metropanels
Purchase Point
Dublin
618
306
2751
708
186
590
Cork
76
52
452
20
0
151
Galway
31
62
220
13
0
20
Limerick
46
32
97
12
0
33
Waterford
34
10
89
12
0
47
Regional
411
98
521
239
0
586
1216
560
4130
1004
186
1427
Total
Adbox 6 sheets located at convenience stores and TSNs - highly visible and in close proximity to the point of purchase Owner: Rate: Print Spec: Safe Copy Area:
Clear Channel â‚Ź245 per panel per cycle 1800mm (h) x 1200mm (w) 1730mm (h) x 1130mm (w)
Recommended Adbox Weights 400
400
400
300
300
300
200
200
200 300
250 100 75 0
150
200
light medium heavy Dublin Plus
100 100 0
175
light medium heavy 5 Main City
100 0
200
150
light medium heavy National www.kineticww.com
6S
Adbox
17 Citylight & Recommended Weights 6 Sheets located at bus shelters nationally also known as Adshel. Four positions available – Head on, Contra Flow, Parallel 1 & Parallel 2 (Cantilever) Owner: Rate: Print Spec: Safe Copy Area:
Clear Channel €375 (C1-17)/€410 (C18-26) 1800mm (h) x 1200mm (w) 1730mm (h) x 1130mm (w)
400
400
400
300
300
300
200
200
400
200 300
100 75 0
150
200
light medium heavy Dublin Plus
100 0
150
200
300 100
light medium heavy 5 Main City
0
200
light medium heavy National
Commuterlite & Recommended Weights 6 Sheets located at train/rail stations both on the station platforms and in the station concourse Owner: Rate: Print Spec: Safe Copy Area:
Bravo Outdoor €270 per panel per cycle 1800mm (h) x 1200mm (w) 1755mm (h) x 1156mm (w)
75
75
75
50
50
50
25 0
40
20 10 light medium heavy Dublin Plus
25 0
15
30
50
light medium heavy 5 Main City
25 25 0
45
55
light medium heavy National
2013 OOH Planning Guide
Point of Purchase - Bravo Mall 6 sheets located at shopping centres nationally - key locations include St. Stephen’s Green & Liffey Valley Owner: Rate: Print Spec: Safe Copy Area:
Bravo Outdoor €270 per panel per cycle 1800mm (h) x 1200mm (w) 1755mm (h) x 1156mm (w)
Pack Name
No. Packs
No. Sites per Pack
Posted (day)
Standard Rate
Retail
10
40
14-3
€10,800
Point of Purchase - Purchase Point 6 sheets located within retail destinations - shopping centres, malls and supermarkets available nationally covering Dunnes, Superquinn and Tesco stores Owner: Rate: Print Spec: Safe Copy Area:
CBS Outdoor €278 per panel per cycle line x line / Campaigns over 65 sites - €255 1800mm (h) x 1200mm (w) 1755mm (h) x 1155mm (w)
Pack Name
No. Packs
No. Sites per Pack
Posted (day)
Standard Rate
Dublin Pack
2
65
1,2,3
€16,575
Urbanite
5
90
1,2,3
€22,950
National Pack
5
125
1,2,3
€31,875
Recommended Point of Purchase Weights 400
400
400
300
300
300
200
200
200
100
100
0
50
75
100
light medium heavy Dublin Plus
0
75
100
150
light medium heavy 5 Main City
100
150
90 0
200
light medium heavy National www.kineticww.com
19 Metropanel & Recommended Weights 6 Sheets located on-street across Dublin City with a particularly strong presence across the city centre. Key locations include Stephen's Green, Henry Steet. All back-lit and scrolling units. 60 45 30
48
15 Owner: JCDecaux Rate: €425 per panel per cycle Print Spec: 1800mm (h) x 1200mm (w) Safe Copy Area: 1700mm (h) x 1100 (w)
12
0
24
light medium heavy Dublin Plus
Pack Name
No. Packs Available
No. Sites per Pack
Posted (day)
Standard Rate
Metropanels
5
24
2
€10,200
Additional 6 Sheet Formats
Cinema 6 sheet - €266
Forecourt Scroller - €220
Supermarket Scroller - €160 incl production
Owner: Carlton Screen Rate: €266 per panel per cycle excluding production Size: 1800mm (h) x 1200mm (w)
Owner: Magmal Rate: €220 per panel per cycle including production Size: 6 Sheet artwork supplied & resized accordingly
Owner: Magmal Rate: €160 per panel per cycle including production Size: 6 Sheet artwork supplied & resized accordingly.
Cinema 6 Sheets are backlit posters that appear in the foyer of cinemas and are available nationally. Interactive digital cinema 6s are also now possible.
Scrolling units located at the forecourts of Topaz garages, available nationally.
Scrolling units located at the entrances to SuperValu stores nationwide. Many of the units have now been converted to digital.
2013 OOH Planning Guide
transport Bus Formats
Tp
TSide
Superside
TSides are located on the driver side of Dublin Bus vehicles. Only Forward Stem TSides are now available where the drop section of the poster is located to the front of the bus. They are available in Dublin only.
Supersides are located on the pedestrian or kerb side of buses so have a higher bias to pedestrians. They are only available in Dublin.
Mega Square Megasquares can be positioned on either the kerb or driver side of certain buses running out of Donnybrook Garage on the 46a and 145 and Phibsboro – 37/38/39. They encompass the Superside of the bus aswell as a surrounding square.
Super Rear
City Impact
Super Rears are where the back of the bus is wrapped in one advertisement, delivering high impact levels. The Super Rear incorporates the Upper & Lower Rears.
City Impacts are available on the Bus Eireann commuter fleet. They are located on both the kerbside and driver side of the bus and are similar in size to a 12 Sheet poster.
Lower Rear
A2 Interior
Lower Rears are panels that appear on the lower back of Dublin bus vehicles. Like all bus formats they deliver a combination of good reach and frequency.
A2 Interiors are located internally on the Dublin bus fleet and positioned on the lower deck behind the bus driver.
www.kineticww.com
21 Universe of Bus Formats & Recommended Weights TSides
Supersides
City Impact
Super Rear
A2 Int
Lower Rear
791
919
-
150
953
656
Dublin Cork
-
-
140
-
63
-
Galway
-
-
50
-
-
-
Limerick
-
-
50
-
13
-
Waterford
-
-
40
-
-
-
Regional
-
-
36
-
-
-
791
919
316
150
1029
656
Total
300
300
300
200
200
200
100 0
100
150 50
250
200
100
120
75
100
0
light medium heavy TSides
light medium heavy Supersides
150
200
0
light medium heavy Lower Rears
Bus & Rail Rates Bravo Outdoor
Location / Pack
Rate
TSide
Dublin
€550
Superside
Dublin
€250
A2 Bus Interior
Dublin
€36
Nationwide
€420
Dublin
€130
City Impact - 1 Cycle Lower Rear
Nationwide/Dublin & Cork
€915/€1,545
Megasquare
Super Rear - Single/Double Deck
Dublin
€2,000
Megaside
Galway
€2,150
Nationwide
€2,400
4 Kings
€10,000
Colour Bus Rail King per cycle
Commutercards Package
Sites
€ per cycle
Dublin Bus
Regional Bus
Arrow
DART
National
988
€14,300
500
200
144
144
Dublin Plus
472
€9,440
300
-
96
76
DART
144
€3,170
-
-
-
144
Dublin Bus
500
€10,920
500
-
-
-
2013 OOH Planning Guide
CBS Aircoach Formats & Rates
Aircoach Mega Rear
Mega Rear with Swathe Plus
Mega Rear with Side Wrap
Mega Side
Colour Bus
There are a number of formats available on the Aircoach buses operating to and from Dublin Airport, Cork City and Belfast City Centre. Aircoach is also Wifi-enabled giving advertisers a unique opportunity to engage and connect with audiences via smartphone.
CBS Outdoor
Dublin
Cork / Belfast
Aircoach Mega Rear
€1,405
€1,250
Aircoach Mega Rear with Swathe Plus
€1,615
€1,450
Mega Rear with Side Wrap
€2,500
Megaside
€1,700
Colour Bus
€2,840
Wifi Splash & Login Page Sponsorship
€2,500
Master Media Bus Rates Master Media Product
Double Deck
Single Deck/Coach
Mega Rear
€1,610
€1,250
Full Wrap
€3,835
€2,810
Colour Bus
€3,445
€2,350
Super Square
n/a
€970
Mega Square
€1,630
n/a
Mega Side
€2,195
€1,680
Master Media operates on private buses and coaches with set routes and timetables All prices exclude production www.kineticww.com
23 Luas Formats Luas Column
Tram Domination
Luas columns are 100% backlit units which incorporate a top and bottom poster space.
A Tram Domination is an opportunity for one advertiser to take all of the advertising formats on a tram - straplines, portrait panels, skylines, window strips and contravision. Floor graphics, window stickers and other special elements are also possible.
There is a maximum of 2 columns at any station, with both sides available for commercial display.
Luas Portrait
Luas Strapline
Portrait Panels are A3 displays which are situated internally throughout the tram at seated eye level.
Straplines are landscape interior formats that are positioned along the length of the trams above head height for maximum visibility.
Tram Wrap A Tram Wrap covers the entire exterior surface of a tram creating impact and standout on the streets of Dublin. The Tram Wrap, as well as all Luas formats, are available on both the green and the red line.
Recommended Luas Weights Luas Umbrella Pack • 24 Columns • 1 Medium Dual Weight Strapline Pack (108) • 1 Medium Dual Weight Portrait Pack (108)
2013 OOH Planning Guide
Luas Rates & Universe Available Luas Format
Rates
Columns Premium
€645
Columns Standard
€500
Column Wraps
€1,500
Tram Domination
€8,400
Tram Wrap 3 Months/6 months/12 months
€42,000 / €88,000 / €175,000
Green
Red
Dual
Light
€55
€55
€55
Medium
€52
€52
€48
Heavy
€50
€48
€45
Green
Red
Dual
Light
€75
€75
€75
Medium
€72
€70
€68
Heavy
€70
€68
€60
Luas Column
Luas Strapline
Luas Portrait
194
1356
696
Luas Straplines
Luas Portrait
Universe Available Dublin Only
Luas Pack Structure Green Strapline
Red
Dual
No. Panels
Total Cost
No. Panels
Total Cost
No. Panels
Total Cost
Light
22
€1,210
32
€1,760
54
€2,970
Medium
44
€2,288
64
€3,328
108
€5,184
Heavy
66
€3,300
96
€4,608
162
€7,290
No. Panels
Total Cost
No. Panels
Total Cost
No. Panels
Total Cost
Light
22
€1,650
32
€2,400
54
€4,050
Medium
44
€3,168
64
€4,480
108
€7,344
Heavy
66
€4,620
96
€6,528
162
€9,720
Portrait
Individual straplines and portrait panels can now be bought by tram.
Luas Column Packs Pack
No. Sites per Pack
Posted (day)
Standard Rate
Luas Columns 1-5
12
1,2
€6,595
www.kineticww.com
25
digital ooh Digital OOH is growing across the RoI Market and is set to continue across 2013 with CBS expanding their dPod network. The flexibility, interactivity and creativity that Digital OOH offers is proving a major advantage. Digital has become more sophisticated with copy that can now be determined by gender recognition, outside temperature, location as well as interactive technologies such as NFC (near field communication) and augmented reality offering increasingly immersive options for the advertiser and consumer alike. Globally, Digital OOH is seeing signs of consistent growth in maturing and mature Out of Home Markets. For example, in 2012 the UK Digital Out of Home market has shown a 46% increase in revenue and now accounts for 19% of OOH. In Ireland, the DOOH Gross Market Value for 2012 was approx €1.5m, now accounting for almost 2% of all OOH Spend.
What benefits does Digital OOH offer advertisers? • Flexibility - Campaign dates - Day-part - Bespoke/Tactical use - Contextual use • Animation - Allows story telling - Kinetic UK research shows that audiences are twice as likely to view a digital poster and for 60% longer • Immediacy and Dynamic Content - Dynamic posters and “live” feeds possible • Interactivity - Blue tooth, augmented reality, facial recognition, touch screens etc
2013 OOH Planning Guide
digital ooh formats Transvision Screens • • • • • •
Media Owner: Bravo Outdoor Location: Dublin only Environment: Travel Size: 2.6m (h) x 4m (w) – except for screen at Pearse St Station 1m(h) x 3m(w) No Sound Day Part Selling now possible
Dg
Connolly Station
Bus Aras Station
Heuston Station
Pearse Station
Period
Morning
Evening
Full Year
€100k
€65k
6 Months
€60k
€39k
3 Months
€35k
€22,750
1 Month
€20k
€13k
Cycle Rate
€10k
€5,200
Daily Rate
€1k
€650 www.kineticww.com
27 dPods @ Dundrum • • • • • •
•
Media Owner: CBS Outdoor Environment: Retail Location: Dundrum Town Centre Size: 55 inch high definition (HD) LCD Screens 22 Pods / 35 Screens Rate Card for 2 weeks: - ID18 Pack €9,900 - 1 x 10 sec ad across 18 screens - ID8 Pack €5,200 - 1 x 10 sec ad across 9 screens -LxL € 655 No Sound
dPods @ Pavilions • • • • • •
CBS are expected to roll out the dPod format to two additional shopping centres in 2013
•
Media Owner: CBS Outdoor Environment: Retail Location: Pavilions S.C., Swords Size: 55 inch high definition (HD) LCD Screens 10 Double Sided Units – 20 Screens in total Rate Card for 2 weeks: - ID10 Pack €5,500 - 1 x 10 sec ad across 10 screens - ID5 Pack €3,250 - 1 x 10 sec ad across 5 screens -LxL € 655 No sound
2013 OOH Planning Guide
Digital Formats - Tallaght • • •
Media Owner: CBS Outdoor Environment: Retail Location: Tallaght Shopping Centre
DEPs (Digital Escalator Panels)
• • • •
Digiwall
20 x Travelator and 10 x Escalator Panels Play on a 30 sec loop €6,000 for 10 sec ad across the full network Opportunity to wrap the wall behind Escalator - Rate Card €22,500 for media, production, application and removal
LCDs • • •
5 x 51 inch screen Playing on a 60 sec loop €2,250 for 10 sec ad across the full network
• • • •
Media Owner: Visualise Environment: Retail Network of two 19” digital screens Located in approx 100 stores at Point of Purchase Network consists of Spar, Centra, Londis, Mace and Bus Stop stores Locations : Dublin, Cork, Galway & Limerick Rate Card: €150 per store
C-Store Screens
• • •
www.kineticww.com
29 Digital Screens in Adshel Citylights • • • • • • •
Media Owner: Clear Channel Cost depends on digital content Approx Cost for Screens: 1-4 x 40” Interactive Digital Screens €1,980 per screen 5-10 x 40” Interactive Digital Screens €1,820 per screen Basic Digital Content with Data Capture €3,500 - €7800 What is possible? - Multi touch - Sensor activation - Digital camera - Audio – speakers within the unit - 3G enabled and link to social media - Data capture
My Place Connect - Wi-Fi • • • • •
•
Media Owner: My Place Media Free in pub Wi-Fi service Splash page advertising 200,000 + registered members Available in over 160 pubs/clubs, shopping centres (Dundrum Shopping Centre), Cinemas (e.g. movies @Dundrum), Restaurants (Wagamama Chain) across Dublin, Cork, Galway Rate Card: €300 per cycle
In-Pub Tablets • • • • • • •
Media Owner: My Place Media 10 inch tablet device Located behind bar counters Content includes creative images, video images as well as specific content from the venue Remote content upload works in conjunction with Wi-Fi Reel Time Network of 50 pubs (Dublin) Rate Card: €200 per venue per cycle
2013 OOH Planning Guide
Alpha View – Nutgrove S.C. • • • •
Media Owner: Alpha View Screen Size: 4m x 2m (8sqm) 3 minute advertising loop Static Campaign: - 10 sec ad in 3 min loop - €85 - 15 sec ad in 3 min loop - €130 - 30 sec ad in 3 min loop - €250
• Dynamic Campaign:
- 10 sec ad in 3 min loop - €170 - 15 sec ad in 3 min loop - €260 - 30 sec ad in 3 min loop - €500
Digivan • Media Owner: SA Screen Media • iDOOH – Interactive Digital Out of Home • Touch-screen technology • Rate Card: €950 per day
DMV (Digital Media Vehicle) • Media Owner: Master Media • Rate Card: (8 hours) - €945 in the Dublin area - €1,050 outside of Dublin • Vehicle branding options • Audio available
Digital Mobile 6 Sheets • • • • • •
Media Owner: Eco Cabs 6 Sheet format/ 55” HD all weather LCD Full AV (Audio Visual) Optional shell custom branding Dublin based but available throughout RoI and NI Rate Card: €750 per day
www.kineticww.com
31 Digital OOH – Creative Guidelines Make copy relevant to environment and time of day
Arguably the most important benefit of digital OOH is its flexibility; its ability to make campaigns relevant to time of day, date and place. Contextual, tailored ads cannot help but resonate with consumers and so improve the advertiser’s relevancy and memorability as a result.
Simple animated copy works best Digital Face Tracking Research shows that: •
More attention for animated creative over tabbed static
•
Best example generated +24%
•
Increasing degree of animation improves likelihood to be seen
•
However, full video LOSES attention and impact
•
Additional impact where scrolling transition was used
2013 OOH Planning Guide
Creative should be consumable at a glance
Dwell time can vary significantly for Digital OOH. Whether you are at a station, on foot, in the mall, or any other destinations that has a digital screen presence, the amount of time available to read a poster varies. Therefore it’s important to keep the product central to the ad and consumable at a glance.
Use Fresh, Current, Relevant Content More advertisers have been exploiting the benefits of the medium and pushing the creative boundaries with relevant content sponsorship or as live copy that really connects with consumers. Like in this example from IBM during Wimbledon last year where tennis fans waiting for their planes were kept informed of live scores on the court. www.kineticww.com
33 Combine Digital OOH with interactive mechanisms for added accountability Incorporating mobile brings a different level of accountability to an OOH campaign. Being able to show download rates, or measure interaction with social networking sites, for instance. Even simple text mechanisms, in the right environments, can deliver tangible results and an added dimension to an integrated campaign.
Types of Digital Out of Home Creative • Linear – typically featuring video spots played out in a loop.
• Dynamic – responsive and tactical activity prompted by external events or input.
• Interactive – involving touchscreen functionality or another camera detected stimulus which changes or affects copy.
2013 OOH Planning Guide
Digital & Mobile – Delivering interactivity • • • •
The link between Mobile and OOH is now stronger than ever - 78% of people are using their mobile device on the go Use of social media on the move continues to grow, of those accessing Facebook, Twitter etc 69% are accessing these social networks on the move Browsing the internet (74%) and sending or receiving email (73%) are also popular activities People are willing to interact with digital formats particularly to receive an offer There are a number of different ways to link OOH and Digital OOH with mobile. Check out the various options available below:
How to link Mobile and OOH? iTagged
• • •
• •
iTagged is Kinetic's Mobile Content Platform for Brands Allows users to instantly connect to enhanced mobile content without typing a URL iTagged works by entering a ‘Tag’ into the app which then directs user to enhanced brand content which can include anything from videos & images, social media tie ins, gaming & competition, user polls, data capture, 'voucher redemption' & location based services Option to include AR Available on iPhone & Android platforms
www.kineticww.com
35 How to link Mobile and OOH? Augmented Reality (AR) There are two types of AR, both are available through iTagged.
•
Marker Based: User downloads an app which works with the camera browser to display a digital image on the handset when pointed at an AR marker.
•
Location Based: An app is required which uses the smartphone's GPS, internet connection & compass to display digital images on the users handset.
How to link Mobile and OOH? NFC •
Near Field Communication (NFC) uses RFID standards and protocols to enable communication and data transmission between two points across a very short transmission range
•
Smartphones must be enabled with the relevant NFC technology to access content at an NFC-enabled poster
•
Ideal content includes vouchers (money off coupons etc), accessing content on the move such as videos or competitions, getting local information (store listing) and enabling easy access to web content (contact us)
•
Kinetic UK conducted the first large-scale deployment of NFC technology in 2012 when all 6 sheets in Reading were turned interactive with NFC technology and QR codes in a 4-week trial. For more information on this project or how to combine mobile and OOH please contact caroline.decourcy@kineticww.com
2013 OOH Planning Guide
ambient Image
Format
Media Owner
Size
2013 RateCard
Sales Cycle
Education Edusites
Ad Infinitum
4 Sheet (60’’h x 40’’w)
€160.50 per panel
14 days
Uniboards
Visualise
A1 (841mm(h) x 594 mm(w))
€110 incl prod
14 days
Mobile Adbikes
Various
2 x 6 Sheet (1800mm (h) x 1200mm (w))
Admobile
Various
48 Sheet
1 Day Dublin €540 1 Day outside Dublin - €740
8 hours
€425 Dublin
Digivans
Ecocabs
CBS Outdoor
Master Media
Ecocabs
Display: 890mm(h) x 215mm(w) 5ft(h) x 8ft(w)
78 panels = €3500 incl prod 1 Day Dublin €995 1 Day outside Dublin - €1150
3m(l) x 1.8m (h) x 1m(w)
8 hours
Am
Airpoints
Area: 900mm(h) x 225mm(w)
€650 Rest of Country
14 days
8 hours
1 Day - €440
8 hours
28 days - €5600 per unit excl prod
28 days
€2700 in Dublin
Lightwalkers
The Picture Works
Non Standard
€3000 outside Dublin
5 hours
LED Screens
The Picture Works
Non Standard
Various
8 hours
Segways
Various
Non Standard
€350
5 hours
www.kineticww.com
37 Image
Format
Media Owner
Size
2013 RateCard
Sales Cycle
Mobile TowerAds
Master Media
5000mm(h) x 7540 mm(w)
1 Day Dublin €765 1 Day outside Dublin - €885
8 hours per day
Leisure 5000/10000 /20000 €1125/€2035 /€4071
28 days
Citycards
The Picture Works
145.8mm x 105mm
Fashion Sites
Confero Marketing
A3
€50
14 days
Bay Media
2m(h) x 0.8m(w)
€356 per flag (10 minimum)
28 days
Civic Media
2140mm(h) x 750mm(w)
€10 per flag per day
Daily
Focal Media
A2
€150
14 days
Gym Takeovers
Visualise
Non Standard
€2000 per gym (based on 12 gyms) prod incl
28 days
Leisure Lites
Visualise
A1
€120 incl prod
14 days
Lightbox (A1)
My Place Media / iSite
A1
€165
14 days
Parenting Panels
Pinpoint Media
A2
€70
14 days
Phone Kiosks (Adshel Connect)
Clear Channel
Non Standard
€245 per panel prod incl
14 days
Petrol Nozzles
Media Logic
90mm(h) x 85mm(w)
€205pp incl prod
28 days
A3
€45 incl prod
14 days
Flagpoles
Focal Points
Washroom
My Place Media Visualise / Convenience
2013 OOH Planning Guide Image
Format
Media Owner
Size
2013 RateCard
Sales Cycle
€70
14 days
A1/A0
€190
14 days
Retail Machine
€165 - retail unit
14 days
Header Boards
€220 - header board
28 days
Point of Sale
Citybox
Citybox
Trim size: 685mm(h) x 517mm(w) Safe area: 650mm(h) x 480mm(w)
Floor Ads
Visualise
iLine
iLine Media
Retail Adtower
Adtower Ltd
1810mm(h) x 710mm(w)
€180 per panel
14 days
Shopping Baskets
Visualise
122mm(h) x 175mm(w)
€5.50 inc prod
14 days
Shopping Trolley Handles
Visualise
73mm(h) x 185mm(w)
€5.50 inc prod
14 days
300 faces C1-4 : €18,932 Store Points at Dunnes
CBS Outdoor
1445mm(h) x 710mm(w)
330 faces C5-24 : €20,825 330 faces C25-26 : €22,490
14 days
Production not included Tesco Entry Points
Visualise
Available upon request
280 faces - €15960
14 days
10 sites - €7500 20 sites - €13500 Trolley Points
CBS Outdoor
397mm(h) x 4495mm(w)
27 sites - €17500
14 days
Must be booked with a minimum of 75 PurchasePoint www.kineticww.com
03
The NI Market
NI
41 ooh ni market jan - nov 2012 • Overall OOH expenditure is up 5% in Jan-Nov 2011 • £21.6m compared to £20.5m in Jan – Nov 2011 • Please note that full year figures were not available at time of print • Dip in May 2011 is due to one week cycle
top categories on ooh (+ YoY comparison) #1. Govt £4.39m
#2. Retail £4.4m
#5. Ent & Media £2m
+27.5% #7. Food £1.3m
+99.5%
-‐13.8%
+2.9%
+11% #4. Finance £2.4m
#3. Drink £2.5m
#6. Travel & Tourism £1.6m
+13%
-‐2.9% #8. Telecoms £0.9m
-‐0.5%
#9. Motors £0.8m
+22.9%
#10. Bus & Ind £0.4m
-‐ 50.4%
2013 OOH Planning Guide
top ooh advertisers jan – nov 2012 Ranking
Advertiser
Total Spend
Total % Spend
1
Diageo
£1,023,354
4.73%
2
Kentucky Fried Chicken
£854,785
3.95%
3
Coca Cola Ireland Ltd
£701,670
3.25%
4
McDonalds
£696,657
3.22%
5
Danske Bank Group
£671,601
3.11%
6
Department of Environment
£660,228
3.05%
7
Henderson Group
£566,044
2.62%
8
Belfast City Council
£509,342
2.36%
9
Dept Comms Energy & Natural Resource
£470,808
2.18%
10
AXA Insurance
£412,675
1.91%
Subtotal
£6,567,164
30.40%
All Other Advertisers
£15,049,645
69.60%
Total
£21,616,809
100.00%
media owners
1. CBS Formats: • Hold contract with Translink – national public
• • • •
transport provider Transport – Bus - Over 1500 buses Large Format – 136 x 48s, 15 x 96s Point of Purchase 6 Sheets – 258 x 6 Currently expanding retail portfolio including Purchase Points and StorePoints across Tesco stores.
www.kineticww.com
43
2. Clear Channel Formats:
• • • • •
Holds contract for bus shelters nationally Adshel / Citylights (6 Sheets @ Bus Shelters) – 1820 Adbox (6 Sheets @ Convenience Stores) - 305 Large Format – 396 x 48s, 78 x 96s Phone Kiosks
3. JCDecaux Formats:
• • •
Large Format – 572 x 48s, 83 x 96 Commuterlites (6 Sheets @ Rail Stations) - 9 Scrolling 6s located at Great Victoria street and Central Station
Delivery Addresses Clear Channel (48s) 6 Oldpark Terrace Belfast, BT14 6NP Tel. +44 (0) 28 9046 3253
CBS Unit F9, Dundonald Enterprise Pk Carrowreagh Road Belfast, BT16 1QT Tel: +44 (0) 28 9032 2333
Clear Channel (6s) Unit 2 Channel Commercial Park Queens Rd Belfast, BT3 9DT Tel. +44 (0) 28 9046 3253
JCDecaux 15 Kilwee Business Park Upper Dunmurry Lane Belfast, BT17 OHD Tel. +44 (0) 28 9062 4606
2013 OOH Planning Guide
large format Recommended 48 Sheet Weights
48 Sheet
• Planning rate:
•
Belfast £270, Rest of Province £250 Universe available: Belfast 701, RoP 585 Total: 1286
150
150
100
100
50
50
0
80
60
40
0
light medium heavy Belfast
80
120
100
light medium heavy Six County / NI Province
Recommended 96 Sheet Weights
96 Sheet
• Planning rate:
•
Belfast £650, Rest of Province £600 Universe available: Belfast 124, RoP 94 Total: 218
40
40
30
30
20
20
10 0
15
10 5 light
medium
heavy
Belfast
10 0
15 light
30
20
medium
heavy
Six County / NI Province
All 48 Sheets & 96 Sheets are now sold Line x Line
Portrait Rates and Pack Structure Planning rate: Belfast £600, Rest of Province £600
• Universe available: Belfast 15, Rest of Province 3
•
Portrait/Golden Square
Total: 18
JCDecaux NI
No of Sites
Posted
Standard Rate
Portrait 1
6
1-3
£5,520
Portrait 2
5
1-3
£4,600
Average planning rates apply. Opportunities to be had in certain cycles based on availability www.kineticww.com
45
6 sheets
Adbox
Adshel / Citylight
Purchase Point
Primesight 6
Scrolling 6 (Rail)
Universe of 6 Sheets
Belfast
Adbox
Citylight
Purchase Point
Primesight 6
Scrolling 6
134
830
90
34
32 faces
Rest of Province
171
994
191
107
0
Total
305
1824
281
141
32 faces
6 Sheet Rate Cards Cycle 1 - 17 (31st Dec - 25th Aug)
Cycle 18-26 (26th Aug - 29th Dec)
Clear Channel Adbox
£160
Citylight
£285
£305 CBS
Purchase Point
£250 JCDecaux
Scrolling 6s
£250 Primesight
6
£195
Average planning rates apply. Opportunities / discounts to be had in certain cycles based on availability
Recommended 6 Sheet Weights - Province wide 200
200
100 0
70
90
130
light medium heavy Adbox
200
100 100 0
150
200
light medium heavy Adshel / Citylight
100 0
50
75
100
light medium heavy Purchase Points
2013 OOH Planning Guide
transport
TSide*
Superside
Streetliner
Metro Mega Square
Solus Rear
Comcard
A2 Interior
XLs
Bus Wrap
* Backlit TSides are now available in Greater Belfast
Universe of Transport TSide
Superside
Streetliner
Super 12
Solus Rear
Comcard
A2 Int
XLs
Belfast
153
124
170
30
151
1368
227
1533
Rest of Province
122
150
665
0
772
4049
407
905
Totals
275
274
835
30
923
5417
634
2438
www.kineticww.com
47 Transport Rate Cards Belfast
Rest of Province
TSides
£300
£280
Supersides
£165
£145
Exploding Supersides
£185
£165
Streetliners
£90
£80
Exploding Streetliners
£100
£90
Available in Belfast only. 5 x Metro Mega Squares for 4 weeks is £9500 print inclusive.
Metro Mega Square Solus Rears
£80
£75
Commutercards (Pack of 100)
£1,100
£1,100
A2 Interiors (Pack of 100)
£1,420
£1,420
XLs (Pack of 100)
£2,200
£2,200
Super Rears (12 weeks)
£2,100
£2,100
Mega Rears (12 weeks)
£4,200
£4,200
Single Deck Wraps (12 weeks)
£6,300
£6,300
Double Deck Wraps (12 weeks)
£9,450
£9,450
Recommended Transport Weights - Province wide 225
225
150
150
75 0
75 50
80
75
25 light medium heavy
0
TSide
Superside
225
150
150
0
120
120
light medium heavy
225
75
100
150
200
light medium heavy
75 0
Backlit TSide
• Rate card: £450 120
150
200
light medium heavy
Streetliners Rears Weights are based on a province wide campaign
• •
5 x Backlit Tsides are available in Greater Belfast on the Metro Fleet Available with packs of standard Tsides
2013 OOH Planning Guide
ambient Image
Format
Media Owner
Size
2013 RateCard
Sales Cycle
Leisure Adlifts
Limited Space
2080mm(h) x 1100mm(w)
£1,400 for 8 sites
14 days
ATM Advertising
ATMads
On Screen & Bank Receipt
£3,000 for 13 ATMs - 12,500 receipts
14 days
Banners Castlecourt
Concourse Initiatives
3m(h) x 1m(w)
£7,000 per 4 weeks
28 days
Beer Mats
Image Zoo
59mm(h) x 89mm(w)
125,000 units - £2,400
28 days
Beer Runners
Image Zoo
250mm(h) x 900mm(w)
300 runners £2,500
14 days
Branded Napkins
Image Zoo
33 cm
75,000 units £1,875
14 days
£75
14 days
Trim size: 685mm(h) x 517mm(w)
City Box
Citybox Advertising
Coffee Sleeves
Image Zoo
9oz cup approz
25,000 sleeves, 500 per venue £3250
14 days
Fashion Sites
Brand Space
A4
170 panels £3,825 (Female)
14 days
Foreign National Network
Image Zoo
A3
Subject to site list
14 days
Safe area: 640mm(h) x 500mm(w)
www.kineticww.com
49 Image
Format
Media Owner
Size
2013 RateCard
Sales Cycle
Leisure Glow Box
Image Zoo
A1/A2 Backlit poster
£120
14 days
Light Projection
Image Zoo
Various
Subject to size and artwork
1 day
Petrol Pump
Media Logic
Petrol Nozzle
£145
28 days
Phone Kiosk (Street Talk)
Clear Channel
On Request
£140
14 days
Reverse Graffiti
Image Zoo
Bespoke
£1,100 : 10-15 stencils per day
1 day
Sandwich Bags
Image Zoo
On request
75,000 units -£1,875
14 days
Shopping Baskets
Visualise
122mm(h) x 175mm(w)
£4.70 per Basket incl production
14 days
Shopping Trolley Handles
Visualise
73mm(h) x 185mm(w)
£4.70 per Trolley incl production
14 days
Image Zoo
A3
£42
Convenience Advertising
A4
£55
Washroom
28 days
Mobile 6 Sheet Train
Adbug
6 Sheet
£550 per train
8 hours
Adbike
Adbug
6 Sheet
£350 per unit
8 hours
Adcan
Adbug
8ft x 5ft
£400 per unit
8 hours
2013 OOH Planning Guide Image
Format
Media Owner
Size
2013 RateCard
Sales Cycle
Mobile Admobile
Various
48 Sheet
£450
8 hours
Baggage Trolleys
Primairsites
12cm (h) x 47cm (W)
£25 front £35 rear
14 days
Blimps
Image Zoo
On Request
£415 per day
Flexible
96 Backlit Admobile
Adbug
96 Sheet
£900
8 hours
DigiWalker
Ambient Media
17 inch screen
£400
5 hours
Double Sided Backlit 6 Sheet
Adbug
6 Sheet
£300 per unit
8 hours
Inflatable Billboard
Image Zoo
48 Sheet
£415 per day
8 hours
Megacan
Adbug
5m x 7.9m
£720
8 hours
Taxi Seat Black Cab
On Request
£40 per taxi per month
3 months
Taxi Supaside
£230 per taxi per month
Taxi Window
£110 per taxi per month
3 months
£4,400 per taxi
12 months
Jan-Jun £185 Sept-Dec £200
14 days
Taxi Wrapped
Black Cab
On Request Student
Student 6 Sheets
OMedia
6 Sheets
www.kineticww.com
C
04
Creativity in OOH
53
creativity in ooh Creativity is the highest contributing factor in driving awareness of Out of Home. There is a strong correlation between liking and recall levels.
be succinct Keep it simple! Tracking studies have shown that a clear and concise message made OOH ads easier to understand, leading to greater campaign impact and recall. The classic Wonderbra ad is a great example of this.
use colour OOH has to compete visually in the urban landscape, use of colour and contrast will make you stand out.
be consistent
Most campaigns run across multiple formats both portrait and landscape. It is imperative that creative is consistent across different sizes and locations.
provide a central subject Use of a central subject has also been shown to deliver higher levels of recall and understanding. Further evidence has shown that the placement of the central subject can have an effect also.
consider dwell time Dwell time can vary significantly for OOH. Whether you are in the car, on foot, on the luas, at the mall, gym, or elsewhere, the amount of time available for eyes on poster or screen can vary by environments, and by time of the day. It is important to bear in mind that it takes 2 seconds to read between 5-7 words.
2013 OOH Planning Guide
innovation in out of home • Being innovative with your Out of Home can create real engagement with your target audience
•
There are a range of opportunities available to help create extra stand-out for your campaign
•
Check through some of the opportunities available:
www.kineticww.com
55 3D Build
2D Build 2D Special builds are very popular on large formats such as 48 Sheets and Golden Squares. They are flat, cut-out builds that are printed and either placed or mounted on the billboard. Works well when backlighting is added for added impact.
3D Special builds are also very popular on large format such as 48 Sheets, 96 Sheets and Golden Squares. A 3D mould from any shape i.e. product replica, enhanced element of the poster is created and added to the board.
Spangleys
Spangleys are effective on large format billboards that are not encased in glass. They are reflective foil disks that are added to the creative. The disks move in the breeze and shimmer and shine in daylight as well as catching the light from night-time illumination, creating stand-out.
MetroGlo
UV
Available on Metropoles & Metropanels, MetroGlo is produced using two different backlit substrates. It incorporates a diffuse opaque back-lit material to the production process resulting in an enhanced & eye-catching effect. Duratrans special printing material
Duratrans are back-lit posters printed on specific “Duratran” material as opposed to the 170gsm back lit paper. The material used in the production process allows more defined light through the poster and as a result enhances the image.
The poster is printed using UV reactive ink which gives an optical blue glow when shown under ultraviolet light at night time. UV lamps attached to the billboard highlight the UV sensitive ink particles on the poster, making it come alive.
A great 240 sheet creative platform, 5 x 48 Sheets in a row are taken by 1 advertiser. Clients can create one large poster or divide into a storyboard. There are three locations available – Ranelagh/Mt Pleasant, Terenure and Dun Laoghaire. Electroluminescence (EL) Electroluminescence or EL is where a poster emits light in sequence in response to an electric current being passed through it. EL works best on creative which has white or light colours and is available on large format & 6 Sheets.
2013 OOH Planning Guide Luas columns 3D builds
Die cut printing
Luas column special builds can be used to showcase any element of a campaign, for example, company logo or replica of product. The builds are custom made to spec and must be booked in conjunction with a luas column standard campaign.
Die cutting is a traditional process that allows you to cut out prints to a more elaborate shape than simple rectangles or squares. When the poster is placed on any format which is backlit, light shines through the cut-out elements creating standout. Available on any back-lit format.
6 sheet mould
6 sheet dispenser
A 3D Replica of product is created and placed over a 6 Sheet unit - ideal for Purchase Point locations.
A dispensing unit is placed within the 6 Sheet unit and dispenses items at regular intervals either by a motion sensor or once activated by touch. Any item can be dispensed - chocolate bar, sweets, mini cans of liquid etc.
Opinionators Lenticular Lenticular technology is a specialised printing process which interlaces layers of creative. The poster is printed and laminated with a ‘lens’ material. As the poster is viewed from different angles, different images are displayed creating the illusion of movement. Lenticular technology is mostly used on 6 Sheet formats.
Opinionators are an interactive format most commonly used on 6 Sheet formats (Purchase Points or Citylights). They allow users to vote between two alternatives. Passers-by vote via a touchpad which is linked to an LED screen which tallies the vote for each alternative and displays the number.
There are a whole range of other exciting things that you can do with your Out of Home campaigns. Contact grainne.dilleen@kineticww.com for other examples and costs of innovations. www.kineticww.com
05
Alcohol Guidelines
Alc
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alcohol guidelines Code of Practice for Alcohol Advertising on OOH
1
Notwithstanding the provisions allowable for particular formats listed below, at all times a maximum of 25% of total inventory, by format, will apply to alcohol advertising per cycle per media owner.
3
2
Alcohol advertising cannot be placed within 100 metres of a primary or secondary school entrance. This restriction will also apply to specifically designated Youth Clubs, Scouting and Girl Guide premises.
No bus shelter wraprounds for alcohol advertising will be allowed. A maximum of one display of alcohol advertising shall be visible at the same time on a bus shelter from any one viewpoint.
5
4 No wrap-rounds on individual buses. A maximum of one in three bus exterior panels will display alcohol advertising. A maximum of one in four bus interior panels will display alcohol advertising. No full side or full rear displays of alcohol advertising are allowed to be carried on the exterior of any bus.
6
7 No wrap-rounds allowed on taxis. Only one display of alcohol advertising is allowed to be carried on the exterior of any taxi.
No train or light rail wrap-rounds will be allowed. A maximum of one in three train/light rail exterior panels will display alcohol advertising. A maximum of one in four train/light rail interior panels will display alcohol advertising. No full side or full rear displays of alcohol advertising are allowed to be carried on the exterior of any train/light rail.
8 Advertising of any alcoholic drink brand in a bus or train station or on the interior of any bus, train or taxi will be within the maximum weighting of 25% of the overall advertising space available.
A maximum of one advertising display on a Prismatic/Scrolling unit will display alcohol advertising.
2013 OOH Planning Guide
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11
10 A maximum of one advertising display in any group of hoardings will display alcohol advertising.
12
There will be no Mesh Building Banners for alcohol advertising.
13 There will be no alcohol advertising on designated school buses.
No additional large permanent advertisements on buildings, bridges etc. (excluding licensed premises) will be erected.
14 There will be no alcohol advertising on City Impacts on the passenger side of the bus. The driver/road side can continue to use Alcohol Advertising.
The Outdoor Media Association will co-operate and comply with the other broader elements of the industry agreements including the Copy Clearance process and the Alcohol Marketing Communications Monitoring Body.
Digital OOH – Alcohol Guidelines •
• • •
Transvisions – no alcohol campaigns can be broadcast before 12pm Select dPod packs are available for any alcohol campaign DEPs are not suitable for alcohol campaigns Digital Ambient should be treated on a case by case basis
Retailer Codes
Mobile Media Codes
• No Trolley Handles or Shopping Baskets
• No covered or wrap-round formats
•
Floor Graphics can only be used in immediate area where alcohol is sold – i.e. Off–Licenses
•
No Supermarket Scrollers (Magmal units @ SuperValu stores)
•
No Uniboards
• • • •
No mobile scrollers If there is more than 1 face to the medium, the format can only carry alcohol advertising if it is not possible to see more than one face from any viewpoint No formats which travel in convoy unless a restriction is put in place when they are moving in convoy Where mobile media is used for events, care must be taken to only use the format for events that are 75% 18+ and dominance should be avoided www.kineticww.com
06
JNOR
JNOR
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JNOR JNOR, the Joint National Outdoor Research, has been delivering audience measurement for the Outdoor industry since 2005. The research was launched in Northern Ireland in 2010. A worldwide industry first, JNOR provides the ability to analyse campaigns on multiple Outdoor Advertising formats. The outcome is an accountable and detailed audience delivery system providing standard audience reach, Opportunity to see (OTS) but also probability based visibility scores, Visibility Adjusted Contact (VAC).
JNOR technicalities Methodology To obtain the desired affect, two separate research programs were commissioned and married together in order to calculate audience reach and cover for an Outdoor media campaign. The first program is a travel survey to determine the journeys and routes of a representative sample of the population. The purpose of the Travel Survey was not only to collect the journey routes over time of a representative sample, but also to research the level of usage of supermarkets, shopping centres and public transport. The second program is a classification and traffic allocation system for every panel included in the research. The result being three basic measures for each poster site, traffic flow, Opportunity-To-See, Visibility Adjusted Contact (Flow/OTS/VAC). The Outdoor industry then developed the model further with an innovative concept of Visibility Adjusted Contact or VAC. A Visibility Study was carried out with the help of Dr Paul Barber of Birkbeck College at London University to evaluate how people actually look at particular kinds of panels in different situations.
Vehicle and pedestrian flows All government and local council traffic data was purchased and linked to the digital road network skeleton. In addition, footfall counts were carried out at 50 pedestrian locations and models were developed from the travel survey to estimate traffic flow, given the area and road type for static panels. In the poster classification program, a GPS (Global Positioning System) co-ordinate for every poster was collected. Using this data, it was possible to link each panel to an individual flow.
2013 OOH Planning Guide
JNOR Examining Bus Panels Bus advertising represents a unique situation where an advertisement is not limited to one environment or traffic flow. A separate OTS model was created to ascertain the encounter rate between buses, pedestrians and drivers throughout the week. Approach and dwell times at junctions, walking and vehicle speeds were studied by Quota Search in the Dublin Plus area according to a methodology signed off by the bus technical committee. A similar methodology is applied as per roadside to determine Flow, OTS and VAC.
What are Visibility Adjusted Contacts? A VAC estimates the probability of an OTS being converted to a contact for every poster in a campaign. Eccentricity, angle, size, illumination, background clutter and duration of visibility are taken into consideration for every panel to adjust the OTS score to one adjusted for visibility.
How do we calculate Cover and Frequency? Coverage or Reach The coverage or reach of a campaign is the number of individuals in a population who have seen the advertising at least once. Sometimes it is expressed as a percentage of the population, sometimes as a direct number. For instance, a campaign could have covered or been seen by 47% of a country’s Adults population or alternatively it may be reported that the campaign reached 250,000 15-24 year olds. Frequency It will be realised that when a large population has been covered by a medium like posters, some people will have seen the campaign only once, but some will have seen it a number of times, and frequent travellers, many times. If we calculate the average number of times that the average individual saw the campaign, then we call this the average frequency of the coverage.
CAFAS Audience Delivery System There are 3 sections to CAFAS; 1.
Digest, provides comparative information between Media Owners for sheetage, flow, OTS and VAC.
2.
Campaign Analysis, facilitates the examination of actual or potential bookings on Outdoor Advertising plant.
3.
Campaign Planner, offers the opportunity to combine multi-environment Outdoor media schedules to determine cover using average VAC, flow, and OTS on a network of average panels in the specified environments and regions.
The Panel Classification system behind CAFAS is updated quarterly and independently audited. A full Ready Reckoner outlining the cover and frequency by format and target audience is available for RoI and NI. Please contact caroline.decourcy@kineticww.com for your copy. www.kineticww.com
07
Production Specifications
PS
67
static specs & delivery addresses (RoI) 96 sheet
golden square
48 sheet
120” x 480” (3048mm h x 12192mm w)
240” x 240” (6096mm h x 6096mm w)
120” x 240” (3048mm h x 6096mm w)
europanel
metropole
6 sheet
120” x 156” (3048mm h x 3962mm w)
2320mm (h) x 3150mm (w)
1800mm (h) x 1200mm (w) See Quick Reference Guide for exact safe copy area for each 6 sheet format.
Bravo Outdoor Unit B1 Calmount Business Park Calmount Road Ballymount Dublin 12 Tel: 01 460 9000
JCDecaux Stores Unit 2 Naas Road Industrial Park Old Naas Road Bluebell Dublin 12 Tel: 01 426 4954
CBS Outdoor Stores Unit 2 151 Baldoyle Industrial Estate Dublin 13 Tel: 01 839 6139
Gary Curtis - GC Advertising Unit 11 Greenogue Industrial Estate Rathcoole Co. Dublin Tel: 087 9598513
Clear Channel Ireland Unit 104 Northwest Business Park Ballycoolin Road Dublin 15 Tel: 01 830 2888
W C O’Brien Unit 9 133B Slaney Court Dublin Industrial Estate Finglas Dublin 11 Tel: 01 830 0924
Citybox Advertising 5 Fitzwilliam Place Dublin 2 Tel: 01 506 5630
The Picture Works 97 Upper George's Street Dun Laoghaire Co. Dublin Tel: 01 230 0558
Visualise Ltd 15 Solus Tower Estate Corke Abbey Road Bray, Co. Dublin Tel: 01 281 4847
2013 OOH Planning Guide
transport tside (forward stem)
city impact
Wing Section Size: 658mm (h) x 1527mm (w) Wing Display Area: 610mm (h) x 1515mm (w) Drop Section Size: 1801mm (h) x 1166mm (w) Drop Section Display Area: 1753mm (h) x 1118mm (w)
Size: 1390mm (h) x 2890mm (w)
aircoach Please note that Centre Stems TSides are no longer available. These were positioned on the older Dublin bus fleet which has now been upgraded.
Bus Rear: 3070mm (h) x 2475mm (w) Bleed Area: 3400mm (h) x 2675mm (w) Swathe Size: 4882mm (h) x 3060mm (w)
superside Overall Size: 658mm (h) x 6108mm (w) Display Area: 610mm (h) x 6060mm (w)
luas column Size Top: 1230mm (h) x 1165mm (w) Size Bottom: 1840mm (h) x 1165mm (w) Safe copy area: 100mm all sides
lower rear Size: 414mm (h) x 1806mm (w) Display Area: 364mm (h) x 1756mm (w)
a2 bus interior Size: 594mm (h) x 420mm (w) Display Area: 570mm (h) x 400mm (w)
luas strapline Size: 140mm (h) x 1454mm (w)
luas portrait Size: 595mm (h) x 350mm (w)
commutercard Size: 260mm (h) x 740mm (w) Display Area: 230mm (h) x 720mm (w)
www.kineticww.com
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northern ireland specs Specifications are the same as RoI formats unless specified below. tside Size: Panel 1, 2 and 3: 658mm (h) x 1781mm (w) Panel 4: 1801mm (h) x 1166mm (w) Panel 5: 658mm (h) x 765mm (w) 1
2
3
4
5
commutercards Size: 280mm (h) x 610mm (w) Display Area: 234mm (h) x 564mm (w)
superside Overall Size: 658mm (h) x 6108mm (w) Display Area: 606mm (h) x 6056mm (w)
back of driver Size: 594mm (h) x 420mm (w) Display Area: 570mm (h) x 396mm (w)
streetliners Overall Size: 610mm (h) x 3048mm (w) Display Area: 560mm (h) x 2998mm (w)
xl passenger panels
solus rears Overall Size: 460mm (h) x 1325mm (w) Display Area: 410mm (h) x 1290mm (w)
Size: 280mm (h) x 1218mm (w) Display Area: 250mm (h) x 1188mm (w)
out of home production time scale Prior to In-Charge Booking Deadline Final Approval/Chromolin proof Print & Delivery Cycle Start
6 Weeks 18 Working Days 10 Working Days Day 1
poster quantities
cancellation policy
Per 14 day cycle, booked quantity plus:
Penalty
Notice
Large Format Small Format Transport
100% 50% 25%
if < 14 days if < 28 days if > 28 days
20% 20% 20%
2013 OOH Planning Guide
quick reference guide Format
Display Dimensions Height (mm)
Width (mm)
Safe Copy Area Height (mm)
Width (mm)
Static Panels 48 sheet
3048
6096
2930
5796
96 sheet
3048
12192
2930
11892
Golden Square
6096
6096
5796
5796
Metropole
2320
3150
2110
2940
Europanel
3048
3962
2930
3730
4 sheet
1524
1016
1480
970
A1
841
594
821
574
A3
420
297
400
277
6 Sheets Metropanel
1800
1200
1700
1100
Purchase Point
1800
1200
1755
1155
Citylight
1800
1200
1730
1130
Commuterlite
1800
1200
1755
1156
Bravo Mall
1800
1200
1755
1156
Adbox
1800
1200
1730
1130
T Side (Wing section)
658
1527
610
1515
T Side (Drop section)
1801
1166
1753
1118
Transport
Superside
658
6108
610
6060
Lower Rear
414
1806
364
1756
City Impact
1390
2890
1390
2890
A2 Bus Interior
594
420
570
400
Commutercard
260
740
230
720
Luas Column Top
1230
1165
1130
1065
Luas Column Bottom
1840
1165
1740
1065
Luas Strapline
140
1454
140
1454
Luas Portrait
595
350
595
350
Please note there are variations to some of these sizes depending on media owner. Please contact a member of the Kinetic team for more details. www.kineticww.com
08
About Kinetic K K
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about kinetic Kinetic is the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with when away from the home. If there’s an effective way to communicate with people on the move, we’ll find it. From roadside posters to digital screens, and everything in between, we have an ongoing commitment to delivering the most accountable and cost-effective solution. Kinetic Ireland has offices in Dublin & Belfast. However, the Kinetic network reaches across the globe. From offices in 33 cities in 23 countries, we offer dedicated expertise in consultancy, planning and buying solutions.
kinetic pathway Our approach to OOH media planning and the delivery of our work is reflected in the Kinetic Pathway, our planning and buying framework. This enables us to deliver smarter, more effective and measurable plans which dovetail with the media agency and client planning process. The Pathway ensures a 360º approach from brief to evaluation, delivering an Out of Home strategy and plan that is consumer centric. Facilitation of individual, engaging and innovative OOH strategies is supported by ACADEMY, our bespoke suite of planning and buying tools.
pathway: brief The first stage on the Pathway process is the Brief. This is to ensure we understand the deliverables of the campaign; client input is crucial. Kinetic has implemented checks to ensure that the briefs received are interrogated as fully as possible.
Questions include: • Who is the client/brand? • What are the client’s objectives? For example: Increase sales volume/profit Drive brand awareness New product launch Drive web/shop traffic/solicit a response • Competitive context: Who is the competition? What are they doing? • Is there a communication strategy in place/in development? What media is being considered as part of this brief? What is the role of OOH? • When do they want to run activity and why? Is seasonality important? • What is the budget? At the briefing stage, Competitor can really add value to putting a client’s needs into context. Competitor is our suite of tools to track competitive expenditure and provides comprehensive competitive data across a wide range of sectors and clients. Competitor tracking details campaigns by formats, weights and cycle for brands in a number of categories. An average rate by format is applied to give an approximate rate card spend by brand by cycle. Competitor also offers additional strategic insight such as media owner share.
Kinetic Pathway
2013 OOH Planning Guide Data can be analysed across the following categories: • Category • Media Owner • Advertiser / Brand • Format • Cost Kinetic also works closely with the OMA (Outdoor Media Association) to deliver the industry agreed OOH expenditure figures. Kinetic produces monthly bulletins which are circulated to clients and agencies detailing expenditure by brand, advertiser, sub-category and category. Competitor can be used pre-campaign on receipt of the brief to help decide strategy and also postcampaign to look at historical data.
pathway: insight & vision Understanding the target audience and environment is key to developing the Out of Home strategy. Kinetic planners have a number of tools and services are their disposal to help better understand specific target audiences and formats. Researcher is our post-campaign research programme conducted by Millward Brown Lansdowne. Research is conducted on-street and to date we have interviewed over 160,000 respondents as part of the Researcher Programme. Researcher can tell us the top scoring campaigns by target audience in terms of recall, liking and call to action. It can also give insight into creative as well as format selection and weights. TGI, the lifestyle and attitudinal database, adds depth to consumer understanding. TGI provides insights and ideas on brands and categories, as well as consumer buying behaviour, shopping habits and lifestyles & opinions. Kinetic Ireland subscribes to Brand Z, the world's largest brand equity database. BrandZ is an invaluable resource, containing data on brands gathered from interviews with over 150,000 people. Research can help to demonstrate what formats should
be included in the media plan based on how a particular brand performs in the Brand Pyramid (the number of consumers who have reached certain levels of loyalty from Presence to Bonding) and also Brand Signature (identifies marketing challenges and opportunities for brands by comparing them with other brands in its categories). Proprietary research into specific topics also delivers interesting insights which feed into the Insight & Vision stage of the Pathway. For example, our Digital Face Tracking project investigated consumer interactions with digital Transvisions in the rail environment. We've also conducted focus groups on various topics such as 18-24 year olds and their awareness of OOH.
pathway: strategy Next, we move to the strategy stage of the Pathway. This involves strategising which formats will maximise the campaign reach and what locations should be targeted. Selector is our online tool to rationalise OOH format selection for specific audiences and campaign objectives. Powered by TGI, it ensures that we deliver campaigns that meet specific objectives and are highly visible. Selector highlights formats or environments which may not have been considered. www.kineticww.com
75 Selector considers three factors i) Penetration of the chosen audience (Cover %) by format based on TGI (efficiency) ii) Indexing of format performance v All Adults based on TGI iii) A scoring system for each format based on its ability to fulfil specific campaign objectives. This calls on Kinetic knowledge and expertise as architects of OOH planning and buying. JNOR (Joint National Outdoor Research) is also employed at the strategy stage. Kinetic employs JNOR to examine ways of driving greater effectiveness for clients. Each Outdoor format delivers varying levels of cover and frequency across different geographical regions. Using this knowledge we make recommendations on how best to buy depending on the brand objectives and brief. Our Destination Directory is also consulted at the Strategy stage to consider if there is a role for ambient media. The Destination Directory is a database of all non-traditional formats available in Ireland. It is searchable by audience, environment, media owner or format.
pathway: planning Next we move to the Planning stage where we take information from the brief, insight and vision and strategy stages to devise the plan indicating the selected formats and locations and creative advice. Locator is our cutting-edge mapping tool which allows geographical analyses of individual poster locations ensuring that all campaigns are targeted and well distributed. All sites in RoI & NI are uploaded on the system, with their site number, panel type, media owner, location and photo.
Locator - - - - -
allows for Location Targeting Store Targeting Proximity Targeting Route Planning Pre-Campaign Distribution Viewing
Designer is Kineticâ&#x20AC;&#x2122;s suite of creative pre-testing tools to test creative effectiveness and cutthrough. Designer provides clients and agencies with an opportunity to review creative options in a â&#x20AC;&#x2DC;liveâ&#x20AC;&#x2122; environment prior to print production. There are a number of tools available: Mirage is our static design test which enables clients and agencies to determine how a campaign will be viewed on the street. It can be used on any OOH format and the design can be viewed at close range and long distance as well as by day and by night. The next element of Designer is Tru Vu; our video design test which takes into account the moving environment. Using the latest technology, pdfs can be uploaded to show what your campaign will look like on-street, delivering a high quality video. Kinetic Create is our in-house design facility to help with digital campaigns, poster design and OOH innovations. We use impressive tools from the Adobe Creative Suite Family to help deliver stand-out campaigns. We keep clients ahead of the curve by providing insight and opinion on emerging technologies and identifying cross platform opportunities to amplify OOH campaigns. At the planning stage, Classifier is used to ensure the campaign is delivering a quality score. Classifier is our site scoring system and ensures that you achieve the best quality campaign availalable.
2013 OOH Planning Guide Sites are scored using a number of criteria: • Position • Visibility Range • Angle to Road • Competition • Illumination
Pathway: evaluation
Kinetic Publications At Kinetic we pride ourselves on our objectivity and thought leadership. We have informed and up-to-date views on industry developments, consumer trends and the changing nature of media and we seek to stay constantly at theforefront of the fast-changing world of global communications.
The final stage on the Pathway is Evaluation which measures the campaign success against any of the deliverables outlined in the Brief Stage. Any learnings or feedback from the campaign are communicated to both client and agency through a number of Kinetic tools.
‘OOH news’ is a fortnightly round up of news relating to out of home in Ireland and abroad taken from relevant publications.
Inspector is our dedicated monitoring service. 100% of Kinetic campaigns are inspected each cycle ensuring all damages/late postings are reported, repair dates received and credits secured on a 32-county basis.
‘Innovations’ is a monthly update of exciting and innovative OOH campaigns than ran in Ireland and around the globe.
Researcher, our post-campaign research programme, delivers insights into questions such as was my campaign seen? did people like it? receive the message we wanted to deliver? will they try/buy my product as a result? We deliver results for all adults (15-49 years), by age, sex, social group, target market and existing users. All results are benchmarked against averages from campaigns previously researched to examine how well they scored. Post campaign research also gives insights into decay levels, importance of creative and effective formats by target audience.
‘Expenditure’ is a monthly bulletin outlining how the OOH market performed in terms of overall spend, top categories, top advertisers, top brands and category decreases and increases.
An audience measurement score is also delivered through JNOR showing the reach and frequency of the campaign. For any clients that are audited it is particularly important that the parameters outlined at the brief stage are achieved. Competitor pix is our database of campaign photos from 1999 to date. Campaigns from every cycle are digitally photographed and stored on the database. Photographs of your campaign and competitive campaigns are taken and emailed to you daily. Site tours are also organised frequently to show the client the campaign in the Out of Home environment.
‘Researcher’ is a quarterly review of the top scoring OOH campaigns.
Viewpoint is our bi-annual Newsletter which keeps you up-to-date on all happenings in the OOH market.
To be added to our mailing lists, please contact grainne.dilleen@kineticww.com Follow us on Facebook and Twitter www.facebook.com/KineticIreland www.twitter.com/KineticIreland
kinetic 31 Ballsbridge Terrace Dublin 4 t +353 (0)1 668 1822
3rd Floor, The Potthouse 1 Hill Street, Belfast BT1 2LB t + 44 (0)2890 725 777
www.kineticww.com