2014 Kinetic OOH Planning guide by Kinetic Ireland

2014

ooh planning guide

A definitive guide to the Out of Home industry in Ireland

introduction

Simon Durham

CEO, Kinetic Ireland

simon.durham@kineticww.ie

Kinetic is pleased to launch our 2014 Planning Guide, a definitive guide to the Out of Home industry across Ireland. The aim of this Planning Guide is to provide useful insight and reference to all parties involved in the planning, creation and execution of Out of Home campaigns across all environments. This handbook will guide you through the variety of OOH formats available on a 32 county basis. Information provided on each format (large, small, transport, digital and ambient) includes costs, benefits, specifications and universe available. This year we’ve also included a short section on some of the formats available at Dublin Airport. Further opportunities are available at both Cork and Shannon Airport but in the interest of space we’ve focused on Dublin only.

Kinetic Ireland

Digital OOH is a growing medium with Exterion Media expanding into new shopping centres, 4impacts launching their new Totem format in the ilac and Adtower introducing their digital network across a number of forecourts and convenience stores. Similarly, the Northern Ireland market saw Clear Channel bring Digital 6 Sheets to Castlecourt S.C. and JCDecaux launch at Victoria Square. Check out our Digital OOH section in the RoI and NI tabs to learn more about the formats available and what to expect across 2014. The use of innovation continues to grow. The Innovations section outlines some of the printing techniques and special builds that can be added to your Out of Home campaign to create additional standout. Our Kinetic Create department has expanded with the appointment of an in-house production specialist to manage the process from start to finish. Kinetic Create amends existing artwork, designs campaigns, creates digital OOH and comes up with innovative and stand-out ideas. Let us bring your campaign to life! 2013 was a positive year for Kinetic with the launch of new tools to our sophisticated suite as well the launch of our new website www.kineticww.ie.

One of the main highlights was the launch of our planning tool; FiT (Frequency Indicator Tool) which was very well received across clients and agencies. This first to market planning tool measures the recommended frequency for Out of Home campaigns taking into account media, message and market factors. Our extensive Researcher programme continues to develop and we’ve a number of exciting bespoke projects in the pipeline for 2014. JNOR, the audience measurement system continues to evolve and this year we’ve developed a separate soft copy Ready Reckoner which outlines the cover, frequency and GRPs of various formats by target audience for both NI and RoI. 2013 saw a welcome upturn in OOH spend driven particularly by activity across Entertainment & the Media, the Drink and Food categories. 2014 has started on a positive note and we expect to see a year where Out of Home will develop and innovate even further. If you have any questions or would like additional information, please give us a call on 01 668 1822 or +44 (0) 2890 725 777. For more information about Kinetic, log on to www.kineticww.ie or follow us on Twitter @KineticIreland and other social media platforms.

2014 OOH Planning Guide

table of contents

01. Why use OOH? 02. The RoI Market RoI

Large Format LF Small Format & Path to Purchase SF Transport Tp Digital Dg Airport Ap Ambient Am

03. The NI Market NI 04. Innovations in OOH

05. Alcohol Guidelines Alc 06. Production Specifications

07. 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.ie

Kinetic Ireland

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2014 Out of Home Calendar

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calendar

why use OOH?

Why use OOH? We spend lots of time Out of Home

2014 OOH Planning Guide

•

Highest proportion of young people in the EU and the second lowest proportion of old people - Young people spend more time OOH

•

30 million passengers took a trip on the Luas tram service in 2013 (Source: RPA)

•

36.92 million Irish rail passenger journeys were made in 2012 (Source: NTA)

•

Dublin Bus was expected to have carried 115m passengers by the end of 2013 (Source: Transport for Ireland)

OOH delivers a growing audience on the move

OOH is unavoidable

OOH is highly visual

Why use OOH?

•

A quality audience – urbanites

•

A hard to reach audience - light TV viewers

•

A mobile audience that is on average younger and more purchase-friendly

•

OOH is an always on medium

•

Hard to avoid or switch off

•

Ability to engage with target audiences at multiple touchpoints throughout the day

•

Fragmentation of other media has made OOH more attractive

•

OOH can anchor a visual brand image in the mind

•

Allows for creativity and stand-out

•

It delivers a large scale brand message at close quarters

•

OOH showcases creativity allowing for innovation, humour and a point of difference www.kineticww.ie

why use OOH?

05 OOH is the last window of influence

• •

OOH is targeted

OOH is flexible

•

40% of shoppers see Outdoor in the last window of influence

•

Outdoor dominates ad exposure in the last 30 minutes, reaching 88% of those exposed to any ad

•

OOH has the ability to place your message where it's important, targeting: - By Destination - By Outlet - By Route - By Target Audience

•

Through the use of the Kinetic bespoke mapping tool, Locator, we place your campaign where it really counts

•

Digital OOH can now be bought by day or day part with the ability to change message multiple times Flexible posting allows for mid-cycle change of creative

•

Kinetic Ireland

OOH reaches shoppers on the all important Path to Purchase Research from Outdoor Media Centre in the UK shows that the likelihood to buy increases if Out of Home is seen in the past 30 minutes

•

Ambient media formats can be bought by day

•

OOH can be reactive to events or announcements

why use OOH?

2014 OOH Planning Guide

OOH works well as a stand-alone medium and as part of media mix

•

OOH extends reach, adds both cover and frequency to a campaign, amplifies the creative and drives consumers to engage with brands both in-store and on-line

•

Moving a proportion of TV spend to OOH can result in more cover and frequency for the same budget

•

OOH reaches people during periods of low exposure to online

•

OOH drives search and advancements in Wifi, smartphone usage and social media on the move are enabling people to be more receptive to media outside the home

OOH deepens the consumer relationship with brands

OOH is accountable

Why use OOH?

•

Interactivity in Out of Home broadens the communication offering to advertisers and allows them to engage directly with consumers in ways that are relevant to their lifestyle and their environments

•

People are positive about a technologydriven future and brands that encourage interaction

•

The audience measurement system, JNOR (Joint National Outdoor Research) delivers: • Visibility Adjusted Contacts (VAC) • Frequency • Gross Rating Points • Likelihood to see score, not just an ‘Opportunity to See’ score

•

Kinetic’s Researcher post campaign service measures unprompted recall & prompted recall scores as well as looking at liking and call to action levels

www.kineticww.ie

The RoI Market

RoI

Tab & Divider Section 1

roi overview

09 2013 was a positive year for OOH with growth of approximately 8% on 2012. This is good news in a market that has seen other media decline. Nielsen figures quote total spend of approx â&#x201A;Ź86m on OOH. Entertainment & the Media was the top category on OOH accounting for 20% of total spend. The launch of Sky Broadband, increased activity by UPC and continued spend from movies drove spend. Drink was the second most popular category driven by activity from Diageo, Heineken and CocaCola in particular. The Share-A-Coke campaign proved to be one of the most memorable and standout campaigns in 2013. Food brands continue to support OOH targeting shoppers on the path to purchase; Unilever and Mondelez were big supporters. The biggest increase in spend came from Entertainment & Media, up 33% on last year. Telecoms saw a 42% increase in spend with Vodafone being one of the top advertisers within this sub-category. A positive sign, not just for OOH, is that the Finance providers are back advertising and back lending money. OOH spend was up 47% on 2012. Large format billboards have seen a return to favour following a decline in spend in previous years. The introduction of HD (High Definition) 48 Sheets, more flexible and faster posting times and the phasing out of prismatics has helped to change the perception of large format as old-fashioned. 6 Sheets were the real winner in 2013 particularly formats targeting the Path to Purchase. Retail Adshel, Adbox and PurchasePoints proved popular with clients due to their proximity to shopping outlets. The introduction of Adshel vinyl wraps by Clear Channel was a win with clients as were the 3D Rooftop specials. Clear Channel also introduced their Adshel Connect (Phone Kiosk) advertising which has been popular delivering strong city centre coverage. Transport (all bus, DART and Luas formats) had a consistent year. T-Sides and Super Rears had a good 2013 and Megasquares continue to offer the all important stand-out for clients. Luas Wraps sold particularly well running across a number of clients and categories. One of the biggest news stories in 2013 was the appointment of Exterion Media (formerly CBS Outdoor) to the CIE contract. This includes Dublin Bus and Bus Eireann fleets, DART, Transvision digital screens and all other displays in CIE stations and properties, including rail bridges. Kinetic Ireland

roi overview

2014 OOH Planning Guide JCDecaux still retain their position as the biggest large format provider. Alongside their billboard plant, Metropole, Metropanel and Luas formats, JCDecaux now also have a retail presence with a number of Retail 6 Sheets targeting shopping centres and supermarkets. Clear Channel brought the first 96 Sheet Lightbox to the market. Located on the Dundrum Bypass, the lightbox is positioned at a slow moving / heavy traffic location and delivers a premium quality of display due to the vinyl print. One of the most positive news stories for Out of Home was the growth in Digital OOH. DOOH, although still accounting for a small percentage of overall OOH spend, has grown steadily throughout 2013. DOOH offers further flexibility as it can be bought by day or by day-part. Interactive dPods are now available as is sequential advertising on the DEPs (Digital Escalator Panels) in Tallaght. Exterion Media expanded their dPod formats into three additional shopping centres - Mahon Point Cork, Liffey Valley and Blanchardstown Shopping Centre. Exterion now has 6 shopping centres where digital OOH (dPods or LCDs/DEPs) is available. The others are Dundrum Town Centre, Pavilions S.C. Swords and Tallaght S.C. New entrant to the market, 4impacts, launched their Digital Totem units in the Ilac centre in late 2013. Adtower also launched their network of Digital Adtowers which are located at forecourts and symbols, targeting the path to purchase. Both these formats sold well throughout 2013. Innovations remained hugely popular delivering standout, a talking point and interaction. 2013 saw some great examples - Coca-Colaâ&#x20AC;&#x2122;s airport installation which welcomed people home during the festive season was the largest OOH installation seen. Lynx used Interactive Digital 6 Sheets to encourage people to engage with their Apollo competition. Vodafone was the first client to use an Ultraviolet Golden Square special which drove visibility in the winter evenings and Heineken used a Electroluminescence Golden Square special at Christmas which couldnâ&#x20AC;&#x2122;t be missed in Dublin City Centre. We have seen a positive start to 2014, and would expect a strong Quarter 1. Exterion Media will be introducing new formats, expanding their digital OOH formats and bringing in illuminated transport formats. Similarly, Clear Channel is launching NFC (Near Field Communication) on their 6 Sheet plant and JCDecaux will be increasing their HD 48 Sheet locations also. Overall, 2014 looks set to be an exciting year for Out of Home.

The RoI Market Review

www.kineticww.ie

media owners

Media Owners There are three main media owners operating across the Republic of Ireland market. In addition, there are also a number of providers of large format OOH (i.e. Pzazz, MRS Media) as well as ambient media providers of mobile formats or path to purchase formats. At Kinetic, we plan and buy across a range of media owners to build the best possible campaign depending on the client brief.

Clear Channel • •

Large Format – 48s, 96s, Europanels and Golden Squares 96 Sheet Lightbox located on the Dundrum Bypass Holds contract for Adshel (Bus shelters) nationally

•

Adbox (6 Sheets @ Convenience Stores)

•

Adshel Connect (Phone Kiosk Advertising)

•

JCDecaux •

Large Format - 48s, 96s, Europanels, GS, 240 Sheets (largest provider of large format)

• •

Metropole units in Dublin

•

All Luas formats (Columns, Portraits, Straplines, Wrapped Tram etc)

•

Retail 6 Sheets

Kinetic Ireland

Metropanel (6 Sheet) on-street panels in Dublin

media owners

2014 OOH Planning Guide

Exterion Media (formerly CBS Outdoor) •

Responsible for the CIE contract for advertising across the bus and rail network - All bus formats (T-Sides, Supersides, MegaSquares etc) - All rail formats (Commutercards, Rail Kings etc) - Commuterlites (Rail 6 Sheets at DART and train stations) - Bridges - Digital Transvision at 4 transport hubs in Dublin - Large format on CIE properties

•

Additional non-CIE Large Format - 48s, 96s, Europanels and Golden Squares

• •

Point of Purchase 6 Sheets (PurchasePoints)

• •

Aircoach Bus Formats

Digital panels (dPods) at Dundrum Town Centre, Pavilions Swords, Liffey Valley, Blanchardstown, Mahon Point Cork as well as LCDs and DEPs (Digital Escalator Panels) at Tallaght S.C

StorePoints and Trolley Bay Banners at Dunnes Stores

Visualise • • •

Trolley Handles

• •

Floor Graphics

Shopping Baskets Tesco Entry Points (wrapped security banners)

C-Store Digital Screens at convenience stores

The RoI Market - Media Owners

www.kineticww.ie

large format

Large Format 2014 Large Format Planning Rates Cycle 1 - 4

Cycle 5 - 15

Cycle 16 - 17

Cycle 18 - 20

Cycle 21 - 26

30 Dec-23 Feb

24 Feb-27 Jul

28 Jul-24 Aug

25 Aug-5 Oct

6 Oct-28 Dec

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

€650

Dublin Plus

Metropoles

€800

5 Main City 96 Sheets

€1,300

€1,650

€1,500

€1,600

€1,500

48 Sheets

€650

€800

€700

€750

€700

Europanels

€500

€650

€550

€600

€550

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

€550

€500

€525

€500

Average planning rates - Discounts and premiums apply across certain cycles

96 Sheet

-> Good for brand awareness & impact

Paper & Paste

Wave Machine

Universe Dublin

119

Cork

Limerick

Galway

Waterford

Regional

102

Total

288

Kinetic Ireland

Light Box

A 96 Sheet is a landscape format made up of 2 x 48 Sheets side by side and is comprised of 24 x 4 Sheet sections joined. 96 Sheets are available from all major media owners and situated across Ireland. A number of 96 Sheet Wave Machines (prismatics) are available, predominately in Dublin. 1 x 96 Sheet lightbox is available in Dublin located on the Dundrum Bypass, facing traffic travelling towards Dublin city centre. This back-illuminated site has a rate card of €8k per cycle which includes production of the vinyl poster.

48 Sheet

large format

2014 OOH Planning Guide

-> Delivers good brand awareness & roadside visibility A 48 Sheet is often referred to as a traditional billboard. It is made up of 12 x 4 Sheet sections joined. 48 Sheets are available across all of Ireland and available from all major media owners. The majority of sites are posted paper and paste. HD (High Definition) 48 Sheets are also available, primarily in Dublin but with some sites in Cork, Limerick and Waterford. HD 48 Sheets are made of one sheet of lightweight vinyl material. The poster is clipped into special brackets on site using small bungee cords that are then adjusted to give exactly the right amount of tension to the poster. Some are sold line by line with others bought long term. HDs are sold at a higher premium but are production inclusive.

Paper & Paste

HD (High Definition)

Wave Machine/Prismatic 48 Sheets are also available across Ireland. These 48 Sheets display up to three posters from various advertisers and interchange throughout the day. They tend to be located in high traffic locations where there is high demand for advertising space. JCDecaux is the largest provider of 48 Sheets in Ireland with approx 44% market share, followed by Exterion Media at 34% and 14% for Clear Channel. Exterion Media’s market share increased following the CIE contract win. Other providers such as Pzazz Media and MRS Media also have high profile 48 Sheets in premium locations.

Wave Machine

Universe Dublin

1059

Cork

231

Limerick

Galway

Waterford

Regional Total

48 Sheets are split in to the following environments: 80% roadside 10% travel 10% retail

• • •

860 2374

Kinetic buys across all environments and all media owners to reach the optimum audience.

Recommended Weights 300

300

200

100 0

100 30 light

50 medium

0 heavy

Dublin Plus The RoI Market - Large Format

100

70 light

120

100 100

150

200

0 medium

5 Main City

heavy

light

medium

heavy

National www.kineticww.ie

large format

15 Golden Square

-> High profile locations & deliver excellent brand awareness A Golden Square is a portrait format made up of 2 x 48 Sheets stacked, comprising of 24 x 4 Sheet sections joined. All locations are paper and paste sites and are available from all major media owners. Golden Squares are usually bought as part of a large format campaign – typical quantity would be approximately 5. Universe: Dublin 28 / Cork 1 = Total Available: 29

240 Sheet

-> Excellent for impact or innovation

Terenure

Ranelagh

Dun Laoghaire

A 240 Sheet is a landscape format made of up of 5 x 48 Sheets in a row. There are three locations in Dublin. Alcohol is not permitted to use this format. - JCDecaux: Terenure (Paper & Paste) - Rate Card €5,544 - JCDecaux: Ranelagh (Paper & Paste) - Rate Card €8,157 - Exterion Media: Dun Laoghaire (Wave Machine) - Rate Card €6,130 Rate Cards are for a standard cycle, premiums and discounts apply throughout the year

Europanel Universe Dublin

Cork

Limerick

Galway

Waterford

Regional

Total

Kinetic Ireland

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 available nationally and across a range of media owners. Five locations are now HD.

large format

2014 OOH Planning Guide

Metropole A Metropole is an 8mÂ˛ 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. The units, owned by JCDecaux, were built with JNOR in mind and are located on main arterial routes, delivering excellent roadside coverage. Metropoles are sold Line by Line.

Universe available: 317 faces

Recommended Weights 60 40 20 0

18 light

24 medium

heavy

Dublin Plus

Additional Large Format Other non-standard, large format sites are also available on either a short-term or long-term basis. For example: Parkgate Street Special: 50ft illuminated prismatic billboard surrounded by an expansive 100ft wall (Exterion Media). Pearse Street Special: This back-lit upright special is located on one of the main routes for Southside traffic heading towards City Centre (JCDecaux). Other examples include Inns Quay Special, Patrick St. Special, Cork and Rathmines Upright. A number of bridges are available across Dublin from Exterion Media delivering excellent city centre visibility and stand-out. For more information on any of these formats, please contact your Kinetic account manager. Exterion Media is set to launch a new format called Commuter Squares on the rail and dart network. Wet posting sites - 48 Sheets will be removed from station platforms and new Commuter Squares, scrolling, illuminated 8sqm enclosed displays will be installed.

The RoI Market - Large Format

www.kineticww.ie

small format

Small Format Adshel Rate Card: â&#x201A;Ź375 from Cycle 1-17 / â&#x201A;Ź410 from Cycle 18-26 (based on a minimum booking of 20 panels per cycle) Adshel are 6 Sheets located at bus shelters across Ireland. Due to nationwide availability, they deliver strong cover across all demographics, particularly 16 to 34s and ABC1s. Over 4,200 are available. There are four Adshel positions available: 1.) Head on 2.) Contra Flow 3.) Parallel 1 4.) Parallel 2 Media Owner: Clear Channel

The back panel of the Bus Shelter can now be wrapped at an additional cost but is only available in Dublin. Rooftop specials have become popular with 3D elements being placed on the top of the bus shelter for added impact. Clear Channel now has a Retail pack consisting of over 600 retail panels, both Adbox and Adshel 6 Sheets specifically targeting the main multiples: Tesco, Dunnes Stores and Superquinn/SuperValu.

Recommended Weights

They are also bringing NFC to the market across 2,000 Adshels in early 2014. Over 2,000 panels will be enabled with NFC & QR capabilities to cater for both the iPhone and Android Market. The panels will be located across the 32 counties with a strong city centre coverage. Users simply tap their phone against the NFC/QR tag to receive information directly to their phone. Alcohol clients will be able to incorporate the NFC/QR tag as part of their OOH campaign as age verification will be required as per standard website.

400

300

200

200 300

100 75

150

200

100

150

200

medium

Dublin Plus Kinetic Ireland

heavy

300 100

0 light

400

200 200

0 light

medium

5 Main City

heavy

light

National

medium

heavy

small format

2014 OOH Planning Guide

Adshel Connect Rate Card: â&#x201A;Ź245 per panel per cycle including production

Media Owner: Clear Channel

Recommended Weights 300

300

200

100

125 50

300

250

100

medium

heavy

Dublin Plus

light

150 75

0 medium

light

heavy

medium

heavy

National

5 Main City

Adbox

250

100

150

light

200

Rate Card: â&#x201A;Ź245 per panel per cycle Adbox are 6 Sheets located outside multiples, symbols and independent newsagents. Adbox also has the rights to Forecourt 6 sheet advertising at Texaco, Esso, Maxol and Topaz garages in the Republic of Ireland. All units are situated in close proximity to the Point of Purchase. Over 1,500 units are available. Media Owner: Clear Channel

Recommended Weights 400

400

300

200

100

150

200

75 light

100

175

100 0

0 medium

heavy

Dublin Plus

The RoI Market - Small Format

300

250 200

150

0 light

medium

5 Main City

heavy

light

medium

heavy

National

www.kineticww.ie

Adshel Connect uses the space on Eircom phone kiosks throughout Ireland. Over 470 panels are available nationwide. There is a strong city centre bias with 260 panels located in the five main cities. The kiosks have a strong pedestrian focus and they tend to be in areas where advertising opportunities are limited.

small format

19 Commuterlite Rate Card: â&#x201A;Ź270 per panel per cycle Commuterlites or Rail 6 Sheets are located at train/rail stations nationally. We expect to see some developments in 2014 with some underperforming locations culled and investment in existing sites. Over 900 sites are currently available. Media Owner: Exterion Media

Recommended Weights 75

40 20

light

medium

heavy

Dublin Plus

15 light

30 medium

25 25

heavy

5 Main City

light

medium

heavy

National

Exterion Media will be launching digital rail 6 Sheets into stations with high footfall. They are also set to launch NFC on small format in the rail network allowing advertisers to enjoy extended engagement opportunities with consumers.

Metropanel

Rate Card: â&#x201A;Ź425 per panel per cycle

Recommended Weights

Metropanels are scrolling, backlit 6 sheet units that are located across Dublin City. They are available in some of the busiest city centre locations including Henry Street, Suffolk Street, South King Street and Camden Street among others. 186 faces are available.

Media Owner: JCDecaux

25 0

48 24

12 light

medium

Dublin Plus

Kinetic Ireland

heavy

small format

2014 OOH Planning Guide

Points of Purchase 6 Sheets

There are two main Point of Purchase 6 Sheets available:

PurchasePoints

Rate Card: €278 per panel per cycle/ Campaigns over 65 sites - €255 per panel PurchasePoints are strategically located within retail destinations, malls, shopping centres and supermarkets nationwide to capture and captivate the unique audience of shoppers close to the Point of Purchase. Over 1,300 are available. Media Owner: Exterion Media

Retail 6 Sheets Rate Card: €270 per panel per cycle Retail 6 sheets are located in some of Ireland’s busiest malls and shopping centres. These back-illuminated panels allow for high quality visual displays that are perfect for brand building and awareness. There are over 500 available. Media Owner: JCDecaux

Recommended Point of Purchase 6 Sheet Weights 300

300

200

100

50 light

medium

100

0 heavy

Dublin Plus

75 light

150

100

150

200

0 medium

heavy

5 Main City

light

medium

heavy

National

Cinema 6 Sheets Rate Card: €266 per panel per cycle As the name suggests, Cinema 6 Sheets are backlit 6 Sheets that are located in the foyer of Wide Eye Media cinemas nationally. Interactive Digital Cinema 6 Sheets are also available. Cinema 6 sheets are sold in packs of 56 units. The rate for a full pack of 56 is €14,896.

Media Owner: Wide Eye Media (formerly Carlton) The RoI Market - Small Format

www.kineticww.ie

small format

21 Additional Path to Purchase Formats Many of the 6 Sheet formats are used to target shoppers on the Path to Purchase. A number of smaller formats are also available to target shoppers either before they enter the store or once they are in-store.

SuperValu Digital Screens Rate Card: €180 per screen per cycle A network of digital screens located at 81 SuperValu Stores nationwide. A 6 second spot length every 20-30 seconds is available. Further information available under the Digital section.

Media Owner: Magmal

Forecourt Scrollers Rate Card: €220 per panel per cycle The forecourt scrollers are units positioned on the road side of approximately 35 Topaz forecourts across Dublin. The units are smaller than 6 Sheets standing at 810mm x 1205mm.

Media Owner: Magmal Forecourt Digital Screens can be purchased alongside the Forecourt Scrollers to dominate a garage. Rate Card is €100 per garage per cycle.

Citybox Rate Card: €70 per panel per cycle Citybox offer a retail panel located on bins across major shopping malls and centres. The units are very well maintained and in high footfall locations. Major shopping destinations include Dundrum Town Centre, Blanchardstown Centre, Liffey Valley etc.

Media Owner: Citybox Kinetic Ireland

small format

2014 OOH Planning Guide

Store Points / Entry Points StorePoints or Entry Points are the advertising format on security barriers at entrances to either Tesco or Dunnes Stores across Ireland.

Tesco Entry Points are located at the entrance of 90 Tesco Stores nationwide. There are 2 National Packs available consisting of 45 Stores per pack. Each pack has availability for two advertisers. Tesco has the right to book up to 50% (2 packs) of the Entry Point format if they place the booking more than 3 months in advance of their campaign start date. As a result Visualise can accept bookings for the first 50% (2 packs) anytime throughout the year based on a first come/first served basis. Options on the remaining 50% (2 packs) can only be confirmed as bookings once it has been established that Tesco will not be using the format 3 months prior to campaign start date. From cycle 8 new print specifications apply. Rate Card: €15,960 (280 faces), excluding production per two week cycle €1,875 for production which must be managed by Visualise

Media Owner: Visualise StorePoints are available at 39 key Dunnes Stores outlets nationwide. Rate Card: €19,800 per pack (300 faces) excluding production €1,300 for production which must be managed by Exterion Media

Media Owner: Exterion Media

POPAd Trolley Rate Card: €5.50 per POPAd Trolley per 2 weeks POPAd Trolley or Trolley Handle is the advertising panel located on the trolley handle bar. They are available across Tesco, Dunnes Stores, and SuperValu/Superquinn. Media Owner: Visualise

POPAd Basket Rate Card: €5.50 per POPAd Basket per 2 weeks POPAd Basket or Shopping Basket is the advertising panel located on the base of the basket. They are available across Tesco, Dunnes Stores, and SuperValu/Superquinn. Media Owner: Visualise The RoI Market - Small Format

www.kineticww.ie

small format

23 Trolley Points Rate Card: 10 sites €7,500 20 sites: €13,500 27 sites: €17,500 Must be booked with a minimum of 75 PurchasePoints.

TrolleyPoints are branded Trolley Bay Banners located at the entrance to 24 key Dunnes Stores nationally. 27 TrolleyPoints are available in total. They offer a large canvas for brands to connect with consumers at a crucial time on the Path to Purchase. Media Owner: Exterion Media

Retail Adtower Rate Card: €220 per panel per cycle Free-standing, illuminated units located in forecourts, multiples, symbol groups, and off-licences. The majority of units are located within the Greater Dublin area but there is also coverage in areas such as Limerick, Wexford, Waterford and Kilkenny. All units are double–sided, so there are up to 4 faces available depending on the location. Digital Adtower (DigiTowers) are now available as outlined in the Digital Section.

Media Owner: Adtower Ltd

iLine Media Rate Card: €275 for Retail Unit and Headerboard per cycle iLine offers advertisers the space behind the till in convenience stores that was previously occupied by tobacco displays. Space on the vending machines and header boards is used by the one advertiser to dominate in-store. Media Owner: Lighthouse Media

FloorAds Rate Card: €190 per FloorAd per cycle FloorAds are large graphic displays positioned on the ground in front of a product display within a supermarket or at the entrance to the shopping aisle.

Media Owner: Visualise Kinetic Ireland

transport

Transport

2014 OOH Planning Guide

Please note that Exterion Media has taken over the management of the CIE Rail & Bus Advertising Contract. We expect to see some exciting developments in 2014. Bus formats cannot be bought by route but are available by bus depot and therefore target a specific catchment area - i.e. Donnybrook Depot, Conyngham Road Depot, Harristown etc.

EXTERIOR BUS FORMATS T-Sides 300

Rate Card: €550 per panel per 2 week cycle

T-Sides are positioned on the driver’s side of Dublin bus vehicles and are seen by both motorists and pedestrians. They deliver excellent cover and impact.

200 100

150 75

light

medium

heavy

Media Owner: Exterion Media Universe: 880

Dublin Plus Dublin Bus is set to see the introduction of illumination across bus formats (backlit T-Sides) which will add dramatic impact to campaigns. Exterion Media are also introducing framed rears across Bus Eireann’s fleet, offering an attractive format for delivering local audiences.

Supersides

Recommended Weights

Rate Card: €250 per panel per 2 week cycle

300 200 100

200

250

120 0

light

medium

Dublin Plus

heavy

Supersides are positioned on the pedestrian side of the bus attracting a younger profile audience in particular. Supersides are also a strong format for delivering cover and impact. They can be bought in Dublin only on the Dublin Bus fleet of vehicles. Media Owner: Exterion Media Universe: 912

The RoI Market - Transport

www.kineticww.ie

Recommended Weights

transport

25 Megasquares

Rate Card: €2,000 per panel per 2 week cycle Megasquares encompass either the Superside or T-Side of the bus aswell as a surrounding square. They can be positioned on either the kerb or driver side of certain tri-axle buses which run out of Donnybrook Garage on two routes the 46a and 145 and Phibsboro on three routes – 37/38/39. Media Owner: Exterion Media Universe: 30

Super Rears

Rate Card: €1,545 per panel per 2 week cycle Double Deck Super Rears are where the back of the bus is wrapped in one advertisement, delivering high impact levels. The format also builds excellent cover and delivers big brand awareness. The Super Rear incorporates the Lower Rears. They are available in Dublin only.

Media Owner: Exterion Media Universe: 150 Single Deck Super Rears are available on national buses across Ireland. The Rate Card is €915 per panel per 2 week cycle.

Lower Rear

Rate Card: €130 per panel per 2 week cycle Lower Rears are panels that appear on the back of Dublin bus vehicles situated at car level. They tend to be popular with smaller and niche advertisers. They deliver a low Cost per Thousand (CPT). Media Owner: Exterion Media Universe: 656 Upper Rears no longer exist due to the introduction of newer buses on the Dublin bus fleet.

City Impact

Rate Card: €420 per panel per 2 week cycle City Impacts are available on the Bus Eireann commuter fleet almost nationally. They are located on both the kerbside and driver side of the bus and are similar to a 12 Sheet poster in size. They are good for regional targeting and delivering cover. Alcohol is not permitted to use the passenger City Impact side.

Media Owner: Exterion Media Universe: 316 Colour Buses are also available nationally where the full bus is wrapped excluding the windows. The Rate Card is €2,400 per cycle and a minimum booking period of 6 cycles applies. Megasides (wrapping side of the bus) are available in Galway with a Rate Card of €2,150 per cycle. Kinetic Ireland

transport

2014 OOH Planning Guide

INTERIOR BUS FORMATS Back of Driver

Rate Card: €36 per panel per 2 week cycle Back of Driver are A2 panels located inside the bus on the ground level. Traditionally, the panels are used by clients targeting a younger audience. The format is ideal for any direct response campaigns or creative that requires a longer dwell time. Media Owner: Exterion Media Universe: Dublin 953 / Cork 63 / Limerick 13 = Total 1029

Commuter Cards

Rate Card: €22 per panel per cycle Commuter Cards are interior panels located above the window on the DART, bus and Arrow. They are sold in packs outlined below. The format works well with a call to action message or for specifically targeting commuters.

Media Owner: Exterion Media

Sites

€ per cycle

Dublin Bus

Regional Bus

Arrow

DART

National

988

€14,300

500

200

144

Dublin Bus

472

€9,440

300

DART

144

€3,170

Dublin Bus

500

€10,920

Package

144 500

Please note that Bus and DART cards have two different print specifications. See Production Specs section for more information.

Quick Reference Guide Format

Rate Card

Location

T-Side

€550

Dublin

Superside

€250

Dublin

€2,000

Dublin

MegaSquare Super Rear (DD/SD)

€1,545 / €915

Dublin / Nationwide

City Impact

€420

Nationwide

Lower Rear

€130

Dublin

Megaside

€2,150

Galway

Colour Bus

€2,400

Nationwide

A2 Bus Interior (BOD)

€36

Dublin

Commutercards

€22

Regionally

The RoI Market - Transport

www.kineticww.ie

transport

27 RAIL FORMATS The only external format available for advertising on the DART at present is the Rail King, where part of the carriage including the window is wrapped. Rate Card: â&#x201A;Ź10,000 for 4 Kings per cycle Media Owner: Exterion Media

Station Specials/Domination A number of station specials are also available at Connolly, Heuston, Pearse and Tara Street stations. Dominating the interior formats within a station can add extra stand-out to a campaign.

Location

Format

Quantity

Cost â&#x201A;Ź per cycle

Connolly Gallery

6-Sheet

2,975

Connolly Tunnel

Walls

4,000

Connolly Station

Escalators

3,750

Connolly Station

Ticket Barriers (double-sided)

3,250

Pearse St Northbound

Wall

1,700

Pearse St Tunnel

Walls

4,000

Pearse St

Escalator

1,250

Pearse St

Ticket Barriers (double-sided)

7,500

Tara St

Ticket Barriers (double-sided)

4,250

Tara St

Escalators

2,500

Heuston

Arches

6,000

Heuston

Ticket Barriers (double-sided)

3,500

Floor Graphics (per unit)

On request

500

All stations

Other formats are available in the above stations on request (e.g. special builds, hanging banners etc.). Station specials are also available in regional stations on request.

Kinetic Ireland

transport

2014 OOH Planning Guide

Aircoach

Aircoach delivers a moving canvas to audiences on the move. The dedicated airport transfer service travels routes with a strong city centre aspect, delivering high levels of vehicular traffic in Dublin and Cork. 529,000+ Dublin Adults will be reached by Aircoach in a typical cycle. Media Owner: Exterion Media Aircoach MegaRear is where the back of the Aircoach is wrapped for one advertiser. The message can be extended onto the bus driver side for added impact with the MegaRear with Swathe Plus. MegaRear with Side Wrap is when the back and driver side, without the windows, are wrapped. With the MegaSide the full driver's side including the passenger windows are wrapped in the one creative. Finally, the Colour Bus, is when the full Aircoach vehicle is wrapped for one client. Dublin Rate

Cork Rate

Mega Rear

Aircoach Format

€1,405

€1,250

MegaRear w Swathe Plus

€1,615

€1,450

MegaRear w Side Wrap*

€2,500

Megaside*

€1,700

ColourBus

€2,840

*Limited universe per cycle All Aircoach vehicles are also enabled with WiFi. Advertisers can brand the WiFi splash and sponsor the Login Page across 19 Dublin Aircoaches for a cost of €2500. Full post campaign analytics are provided following the campaign. The print specification varies according to vehicle, please contact Kinetic for more information.

Master Media Formats Master Media operates on private bus and coach routes nationwide. All prices quoted are for media only. Master Media Bus Rates Product Mega Rear

Double Deck

Single Deck / Coach

€1,810

€1,450

Full Wrap

€4,250

€3,350

Colour Bus

€3,745

€2,650

n/a

€970

Super Square Mega Square

€1,930

n/a

Mega Side

€2,595

€1,980

The RoI Market - Transport

www.kineticww.ie

transport

29 Luas

Luas carried over 30.5 million passengers across the green and red line in 2013 according to the Railway Procurement Agency (RPA). There are a number of different formats available: Luas columns are 100% backlit units which incorporate a top and bottom poster space. There is a maximum of 2 columns at any station, with both sides available for commercial display. Rate Card for premium column is €645 and standard column is €500. Universe Available: 194 A fully wrapped column is also possible where the back of the column is wrapped in one complete display. Rate Card is €1,500. Luas Straplines are landscape interior formats that are positioned along the length of the trams above head height for maximum visibility. Universe Available: 1356 Luas Portrait Panels are A3 displays which are situated internally throughout the tram at seated eye level. Universe Available: 696 A Tram Domination is an opportunity for one advertiser to take over all of the interior formats on an individual tram. In addition to straplines, portrait panels and skylines; window strips and contravision are taken over. Floor graphics, window stickers and other special elements are also possible. Rate Card is €8,400 per cycle. A Tram Wrap covers the entire exterior surface of a tram creating impact and standout on the streets of Dublin. The Tram wrap as all Luas formats are available on both the green and the red line. Rate Card for 6 cycles is €42,000/for 12 cycles is €88,000 and for 12 months is €175,000. Media Owner: JCDecaux

Luas Interior Pack Structure LUAS Interior - Strapline Packs Green Line Light

Red Line

Dual Lines

No. Panel

Total Cost

No. Panel

Total Cost

No. Panel

Total Cost

€1,210

€1,760

€2,970

Medium 44

€2,288

€3,328

108

€5,184

Heavy

€3,300

€4,608

162

€7,290

LUAS Interior - Portrait Packs Green Line Light

Red Line

Dual Lines

No. Panel

Total Cost

No. Panel

Total Cost

No. Panel

Total Cost

€1,650

€2,400

€4,050

Medium 44

€3,168

€4,480

108

€7,344

Heavy

€4,620

€6,528

162

€9,720

Kinetic Ireland

digital OOH

2014 OOH Planning Guide

Digital Out of Home media investment comprised approx 6% of the sector total in 2013. With the introduction of new formats and a growing demand from advertisers, we see this proportion rising across 2014 2014 will be an exciting year and one which will see advertisers embrace content, social media, real time messaging, technology and activation. Significant media owner investment in new formats as well as research projects has attracted new advertisers to the medium. We’ve also seen dynamic campaigns using touch, day-part, temperature control and data streams which demonstrate the flexibility and innovation that Digital OOH can provide.

Exterion Media expanded their dPod network considerably with a digital presence now available in Dundrum Town Centre, Pavilions Swords, Mahon Point Cork, Liffey Valley, Blanchardstown Centre and Tallaght. The expansion of these digital 6 Sheets to new centres will prove attractive to advertisers across 2014. 4impacts entered the market in late 2013 with their new Totem format at the ilac centre, adding to the overall digital network. Adtower introduced a digital element to their popular retail format. These DigiTowers are located at forecourts and symbols in the greater Dublin area. The availability of a wider network of digital formats will see DOOH grow in 2014.

Digital OOH Formats available: dPods at Dundrum T.C.

Media Owner: Exterion Media The RoI Market - Digital

•

22 dPods - 35 Screens in total

•

Located across all floors

•

About Dundrum T.C. - 375,000 weekly footfall - 100+ stores - 40+ restaurants - Cinema & Theatre - Over 3,400 parking spaces

•

About the Audience - 73% ABC1 - Male 36% / Female 64% - Main Shopper 74% - Dwell time 2.1 hours www.kineticww.ie

digital OOH

31 dPods at Pavilions S.C.

•

10 dPods - all double-sided - 20 Screens in total

• •

Located across all floors

•

About the Audience - 51% ABC1 - Male 22% / Female 78% - Main Shopper 81% - Dwell time 1.7 hours

Media Owner: Exterion Media

dPods at Liffey Valley

•

10 dPods – all double-sided - 20 screens in total – 2 dPods on Upper Floor – 8 dPods on Ground Floor

•

About Liffey Valley – 200,000 weekly footfall – 520,000 sq feet retail – 90+ high street retailers – 3,500 car parking spaces

•

About the Audience – 52% ABC1 – Dwell time 1.5 hours

•

10 dPods – all double-sided – 20 screens in total – 5 dPods on Ground Floor – 5 dPods on Lower Ground Floor

•

About Blanchardstown – 300,000 weekly footfall – 1,100,000 sq feet retail – 180+ high street retailers

•

About the Audience – 47% ABC1 – Dwell time 2.5 hours

Media Owner: Exterion Media

dPods at Blanchardstown Centre

Media Owner: Exterion Media Kinetic Ireland

About Pavilions S.C. - 210,000 weekly footfall - 80+ stores - Cinema - Over 2,000 parking spaces

digital OOH

2014 OOH Planning Guide

dPods at Mahon Point

•

7 dPods – all double-sided – 14 screens in total – 4 dPods at Ground Floor – 3 dPods at Upper Floor

•

About Mahon Point, Cork – 110,000 weekly footfall – 340,000 sq feet – 60+ high street retailers – 2000 car parking spaces

•

About the Audience – 46% ABC1 – Dwell time 1.5 hours

Media Owner: Exterion Media

dPod Digital Network Rate Card * various options available

All 6 Centres (Dublin & Cork)

Quantity

All 6 Centres (Dublin & Cork)

Quantity

Mahon Point

The Square

Blanchardstown

Dundrum Town Centre

Swords Pavilions

Liffey Valley

Rate Card

€30,950

Rate Card

€18,500

5 Centres Dublin only

Quantity

5 Centres Dublin only

Quantity

The Square

Blanchardstown

Dundrum Town Centre

Swords Pavilions

Liffey Valley

Rate Card

€26,950

Rate Card

€15,900

Please contact Kinetic for specific queries on the rate card options. Interactive dPods are now available at select locations across the five shopping centres. The RoI Market - Digital

www.kineticww.ie

digital OOH

33 Production Specifications - dPods •

All 55 inch double-sided HD LCD screens

•

Digital Spec - Preferred format Quicktime MOV - either uncompressed or with an animation codec - Other accepted format would be a Flash F4V (using highest quality settings) - File size no larger than 2GB - Resolution 1080 x 1920 - Aspect Ratio 9:16

DEPs & LCDs at Tallaght S.C. DEPs

LCDs

•

5 x LCD Screens

•

Rate Card: LCD Pack = €2,250 per 10 sec ad

30 x Digital Escalator Panels - 20 x Travelator - 10 x Escalator Panels

•

Rate Card: DEPs Pack = €6,000 per 10 sec ad

•

Sequential and synchronised video displays of digital escalator panels (DEPs) now available

•

Day Part selling now available

•

Wall behind the escalator can be wrapped at an additional cost Media Owner: Exterion Media

•

About the Audience - 45% male, 55% female - Main shopper: 66% - 60% of audience spend between 1 and 2 hours in the centre

•

About Tallaght S.C. - 200,000 weekly footfall - 15 cafes and restaurants - 130+ stores - Over 2000 car parking spaces

Exterion Media plan to expand their digital network to dart and rail stations. High dwell time and young active mobile connected audiences mean that stations are the perfect environment for digital. The plans for the expansion of the network will see the installation of LCDs into stations with the highest footfall levels. Kinetic Ireland

digital OOH

2014 OOH Planning Guide

4Impacts launch Totems at ILAC Centre •

7 Totems - all double-sided - 14 screens in total

•

55 inch HD Screens

•

About ILAC Centre - 350,000 weekly footfall - 80+ stores

•

About the Audience - 70% male, 30% female - Social class: Bias U34s with 50/50 split between ABC1 & CDE

•

Rate Card per cycle: - €600: 1 x 10 second spot across 1 screen - €3,850: 1 x 10 second spot across 7 screens - €7,000: 1 x 10 second spot across 14 screens

•

Digital Specifications - Resolution 1080 x 1920 - 9:16 aspect ratio - 25 frames per second - File size no larger than 2GB - File formats: Quicktime (.mov) or MP4

•

Delivery Deadlines - Concept Approval: 3 weeks before in-charge - Artwork Deadline: 10 days before in-charge

•

Features unique Oculus I solution which measures exposure - how many people, age, gender and dwell time Media Owner: 4Impacts

The RoI Market - Digital

www.kineticww.ie

digital OOH

35 Transvisions Heuston

Connolly

Bus Aras

Pearse St

Media Owner: Exterion Media

• •

Large format, elevated, digital screens located at the 4 main transport hubs in Dublin High footfall and dwell time locations - Heuston, Connolly, Pearse and Bus Aras

• • • •

Size: 2.6m(h) x 4m(w) - except for the screen at Pearse Station which is 1m(h) x 3m(w) No sound Day part selling possible Content can be time or date specific as well as interactive through mobile or social media solutions

Rate Card: Footfall per cycle

Period

Morning

Evening

Full Year

€100k

€65k

Connolly

552,308

6 Months

€60k

€39k

Heuston

486,189

3 Months

€35k

€22,750

Pearse

253,272

1 Month

€20k

€13k

Bus Aras

247,520

Cycle Rate

€10k

€5,200

Daily Rate

€1k

€650

Rate Card for 1 screen per cycle is €1,250 Kinetic Ireland

digital OOH

2014 OOH Planning Guide

Path to Purchase Digital Formats DigiTower

•

Located at symbol groups and forecourts

•

47 inch diagonal size screen LCD Panel

•

50 locations currently available with 300 x 10 seconds commercial slots available

• •

10 seconds exposure Rate Card: €295 Media Owner: Adtower

C-Store Screens

• •

Network of two 19” digital screens

•

Network consists of Spar, Centra, Londis, Mace and Bus Stop stores

•

Locations : Dublin, Cork, Galway & Limerick

•

Rate Card: €150 per store

Located in approx 100 stores at Point of Purchase

Media Owner: Visualise

Supermarket Digital Screens •

Digital units located at the entrances of 81 SuperValu Stores nationwide

•

Existing artwork for dPods and Totems can be altered and used on the digital screens

•

6 Sheet artwork can be provided and animated accordingly

•

Rate Card: €180 per screen per cycle Media Owner: Magmal

The RoI Market - Digital

www.kineticww.ie

digital OOH

37 Topaz Screens @ Forecourts

• •

19” screen

• •

4 x 10 second slots per minute

•

Also available at a reduced rate once the Scrolling units are bought @ Topaz

Available at 33 Topaz Petrol Forecourts

Rate Card: €100 per garage per cycle

Media Owner: Magmal

Orb Screens

• •

20 Site locations in Dublin City Centre

•

Rate Card: €225 per panel €4500 entire network

Two types of screen sites available - Bulls Eye: located within central hub of pub/club - Walkby: located in windows of venues that face onto busy walkways and streets

Media Owner: Orb Screen

Digital Adshel

•

Although at present there is no digital Adshel network, it is possible to install a Digital Screen within an Adshel at specific locations. Please contact Kinetic for specific costs. Media Owner: Clear Channel

My Place Connect WiFi

•

Splash page advertising on free Wifi service

• •

400,000 + registered members

•

Rate Card: €300 per cycle

Available in over 160 pubs/clubs, shopping centres (Dundrum Shopping centre), Cinemas (e.g. movies @dundrum), Restaurants (Wagamama Chain) across Dublin, Cork, Galway & Meath Media Owner: My Place Media

Kinetic Ireland

digital OOH

2014 OOH Planning Guide

Digivan

• •

Digital Out of Home Media van

•

Rate Card: €950 per day

Touch-screen technology capabilities

Media Owner: SA Screen Media

Multi-Media Bike

• •

6 Sheet format/ 55” HD all weather LCD

• • •

Optional shell custom branding

Full AV (Audio Visual)

Rate Card: €500 - €700 a day Dublin based but available throughout RoI and NI Media Owner: Eco Cabs

Digital Mobile LED Screen

• •

12 Square Metre Screen 16:9 Format

•

Rate Card: €1,200 per day

10 to 30 second slots or can be taken exclusively by one advertiser

Media Owner: Grey Mobile Media

Digital Light Projection

•

Mobile Light Walkers using high spec, large projectors, digital content (videos, apps, games) is beamed on to any surface allowing you to bring your message on street

•

Rate Card: €2,700 in Dublin Media Owner: The Picture Works

The RoI Market - Digital

www.kineticww.ie

39 airport

Airport Advertising The airport is the ideal venue to target both business and leisure travellers with opportunities available in Dublin, Cork and Shannon. In the interest of space we’re focusing on the advertising and promotional locations on offer at Dublin Airport from the DAA (Dublin Airport Authority). Shannon airport opportunities are managed by Clear Channel with Cork airport handled by the DAA. For information on either of these airport locations please contact your Kinetic account manager. There is a wide range of media formats in terminals T1 and T2 including lightboxes, branded arrivals doors, lift doors and advertising columns. Outside the terminal buildings the available media formats are just as varied with internally illuminated scrolling units, free standing illuminated 6/sheet poster sites and premium placed visual lamppost banners.

Arrival doors

6 Sheet

Dublin Airport provides advertisers with all the space and opportunities for a complete airport advertising solution in a unique environment in which there is a captive audience with guaranteed dwell time:

• • • •

40% agree that they are more likely to trust a brand they see advertise at the airport 62% of passengers at Dublin Airport enjoy seeing ads at the airport and like when they are relevant to them 49% passengers recall seeing any advert within the Vodafone Dublin Airport Campaign* 37% state advertising at airports is more memorable than other advertising

Dublin Airport’s passenger growth outperformed the European average in every month of 2013!

•

Kinetic Ireland

Passenger numbers at Dublin Airport grew by 6% to 20.2m - an additional 1.1m people used the airport in 2013 Record-breaking performance on transatlantic traffic which grew by 13% during 2013 to 1.9m passengers Long-haul traffic to the Middle East grew by just over 13% *Total Recall source Red C research conducted May 2012

airport

2014 OOH Planning Guide

Growth set to continue in 2014 with 16 new services announced!

• •

Aer Lingus launching services to San Francisco, Toronto, Hanover and Pula

Ryanair launching 9 new services including Lisbon, Prague, Bucharest, Basel, Marrakech, Almeria

•

Air Canada rouge will launch a year round service from Dublin to Toronto from October 2014 Canadian airline WestJet will launch a new daily route from Dublin to St John’s, Newfoundland launching from June to September 2014

Below is a selection of formats available in Dublin on a short-term basis. Cork and Shannon opportunities available upon request.

Backlit panel with vinyl extension at the top of the escalator to T2 departure Rate: €5,290 per cycle

9 vinyl panels facing passengers head-on at T2 Passport Control

18 digital screens with audio interspersed with RTE news, sports, entertainment etc Rate: €8k per cycle

Backlit lightbox located at T2 departure gate 407 Rate: €3,400 per cycle

2 centrally positioned backlit/ wall-mounted lightboxes in the T2 Baggage Reclaim Hall Rate: €6k per cycle

Backlit scrolling spectacular with three faces located on the exit road T1/T2 Rate: €1,500 p/face p/cycle

Backlit/wall-mounted lightbox located on the arrivals level at the meeting point Rate: €5k per cycle

2 backlit curved units and 4 vinyl mounted columns wraps located on departures Rate: €5,200 per cycle

The RoI Market - Airport

Rate: €4,500 per cycle

www.kineticww.ie

13 Backlit/Wall Mounted Lightboxes located in the T1 Baggage Reclaim Hall Rate: €7,500 per panel per cycle

ambient

Ambient Image

Format

Media Owner

Size

2014 RateCard

Sales Cycle

Education Edusites

Ad Infinitum

4 Sheet (60’’h x 40’’w)

€160.50 per panel

14 days

Uniboards

Visualise

€110 incl prod

14 days

Mobile Adbikes

Various

2 x 6 Sheet (1800mm(h) x 1200mm(w))

Admobile

Various

48 Sheet

Airpoints

Exterion Media

Bike Seat Covers

Image Zoo

Area: 900mm(h) x 225mm(w) Display: 890mm(h) x 215mm(w) Standard bike seat size

1 Day Dublin - €540 1 Day outside Dublin - €740 €425 Dublin €650 Rest of Country

78 panels = €3,500 incl prod

2,000 units - €5,000 4,000 units - €7,000

8 hours

14 days

Minimum one day

6,000 units - €10,500 Bug Bikes

Non standard

2 Days on 2 Ecocabs - €1,680

Minimum booking period of 2 days Minimum 2 days (no longer take day bookings)

Ecocabs/ Dovetail Branding

3m(l) x 1.8m (h) x 1m(w)

Firefly (Light Projection)

Image Zoo

Non standard

€2,650 per night

1 night

Inflatable Billboard

Image Zoo

10ft x 20ft landscape

€625

Minimum one day

Lightwalkers

The Picture Works

Non standard

Ecocabs

Kinetic Ireland

Ecocabs

2 days - €700 per day

4 Days on 2 Ecocabs - €3,080 6 Days on 2 Ecocabs - €3,780

€2,700 in Dublin €3,000 outside Dublin

5 hours

ambient

2014 OOH Planning Guide Image

Format

Media Owner

Size

2014 RateCard

Sales Cycle

LED Screens

The Picture Works

Non standard

€1,700 per day

8 hours

Segways

Various

Non standard

€350

5 hours

Master Media

5000mm(h) x 7540 mm(w)

Mobile

TowerAds

1 Day Dublin €765 1 Day outside Dublin - €885

8 hours per day

Leisure Bar Runners

Image Zoo

900mm x 250mm landscape

Beer Mats

Image Zoo

89mm x 89 mm

150 venues €5,000

€40 per venue per cycle

14 days 14 days

5,000 cards €1,125 Citycards

The Picture Works

145.8mm x 105mm

10,000 cards €2,035

28 days

20,000 cards €4,071 Confero Marketing

€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 Points

Focal Media

€150

14 days

Greeters

Image Zoo

€310

14 days

iSites

The Picture Works

€165

14 days

Leisure Lites

Visualise

€120 incl prod

14 days

Lightbox (A1)

My Place Media

€165

14 days

Fashion Sites

Flagpoles

The RoI Market - Ambient

www.kineticww.ie

ambient

43 Image

Format

Media Owner

Size

2014 RateCard

Sales Cycle

Leisure Mirror/door Stickers

Image Zoo

100mm x 300 mm

€45 incl prod per venue

14 days

Parenting Panels

Pinpoint Media

€75

14 days

PIPs

IPA

4 Sheet

€33 / €62

7 days /14 days

Petrol Nozzles

Domain Media

90mm(h) x 85mm(w)

€205pp incl prod

28 days

Reverse Graffiti

Image Zoo

€2,250 per day

n/a

Restaurant Sites

Image Zoo

€160

14 days

Semi permanent sites

Image Zoo

€50 per panel

14 days

4,000 cards €5,000 Sucker Postcards

Image Zoo

8,000 cards €9,100

Variable

10,000 cards €10,700 Till Store Sampling

Washroom

Confero Marketing My Place Media Visualise / Convenience

Non standard

Cost dependant on sample size and stores being targeted

14 days

€45 incl prod

14 days

Please note Path to Purchase formats are now listed under the Small Format section.

Kinetic Ireland

2014 OOH Planning Guide

Delivery Addresses Traditional Formats Clear Channel Ireland Unit 104 Northwest Business Park Ballycoolin Road Dublin 15

Exterion Media Stores Unit B1 Kingswood Business Park Naas Road Dublin 22

Tel: 01 830 2888 www.clearchannel.ie

Tel: 01 459 5692 www.exterionmedia.ie

Gary Curtis - GC Advertising Unit 11 Greenogue Industrial Estate Rathcoole Co. Dublin Tel: 087 9598513

W C Oâ&#x20AC;&#x2122;Brien Unit 9 133B Slaney Court Dublin Industrial Estate Finglas Dublin 11 Tel: 01 830 0924

JCDecaux Stores Unit 2 Naas Road Industrial Park Old Naas Road Bluebell Dublin 12 Tel: 01 426 4954 www.jcdecaux.ie

Ambient Formats Citybox Advertising 6 Fitzwilliam Place Dublin 2 Tel: 01 506 5630 www.citybox.ie

The Picture Works 97 Upper George's Street Dun Laoghaire Co. Dublin Tel: 01 230 0558 www.thepictureworks.eu

Visualise Ltd 15 Solus Tower Estate Corke Abbey Road Bray, Co. Dublin Tel: 01 281 4847 www.visualise.ie

All digital artwork for dPods, LCDs, DEPs and Transvisions for Exterion Media should be emailed to Louise.Stapleton@exterionmedia.ie

The RoI Market

www.kineticww.ie

SWAP IMAGE

The NI Market

ni overview

47 2013 was a good year for Out of Home in Northern Ireland with moderate growth of approx 2%. Retail, driven by fast food operators and supermarkets/ convenience stores was the top category on OOH with 22% of spend. Government, Social and Political Organisations was the second most popular category accounting for approx 21% of total OOH spend. Key advertisers within this category included Belfast City Council, Food Safety Promotions Board as well as a number of Government Departments such as the Department of the Environment, Dept for Employment and Learning. Finance has also seen growth across 2013, becoming the 3rd most popular category on OOH. Small format namely Adshel and PurchasePoints continue to dominate expenditure with over 50% share of spend. As with the RoI market, spend on 48 Sheets has increased. JCDecaux brought 20 x HD (High Definition) 48 Sheets to Belfast sold on a line by line basis as well as building new 48 & 96 Sheet locations. The new site from Bravo on the Westlink targeting motorists heading on to York Street has also proved popular with Heineken the first client to advertise on the premium format. Similarly, the 192 Sheet located at The Odyssey, Queens Road sold well throughout the year. 2013 also saw the development of Digital OOH in Northern Ireland with Clear Channel launching their Digital 6 Sheets at Castlecourt S.C, in Belfast. Six of these HD 65” screens are located throughout the shopping centre. In January 2014, JCDecaux brought DOOH to Victoria Square, Belfast with 5 x 55” screens as well as a larger 3.8m x 2.8m landscape screen available. Path to Purchase saw further developments in 2013. In September, Exterion Media (formerly CBS Outdoor) launched StorePoints onto the NI market across 38 Tesco Extra, Superstore and Metro locations. Exterion Media also introduced new revamped Trolley Handles with 3 packs available across the market. 2014 looks set to be an interesting year for Out of Home. It’s difficult to predict how the market will perform but we look forward to continued growth, investment in new formats and increased innovations from clients.

Kinetic Ireland

media owners

2014 OOH Planning Guide

There are three main media owners operating in Northern Ireland.

Clear Channel •

Holds contract for Adshel (Bus shelters) nationally

•

Adbox (6 Sheets @ Convenience Stores)

• • • •

Adshel Connect (Phone Kiosk Advertising) Large Format – 48s, 96s & Backlits Launch Digital 6 Sheets at Castlecourt S.C. King Street Banner

Exterion Media (formerly CBS Outdoor) •

Hold contract with Translink – national public transport provider - All bus formats across 1500 vehicles

•

Large Format – 48s and 96s - Backlit 48s + 1 Backlit 96 Sheet

• •

Point of Purchase 6 Sheets StorePoints & Trolley Handles

The NI Market - Media Owners

www.kineticww.ie

media owners

49 JCDecaux •

Large Format 48s and 96s - 1 x Backlit 96 Sheet

• •

Scrolling 6 Sheets at 2 Belfast Rail Stations Launch Digital OOH in Victoria Square Shopping Centre

Delivery Addresses Clear Channel (6s) Unit 2 Channel Commercial Park Queens Rd Belfast, BT3 9DT Tel. +44 (0) 28 9046 3250

Exterion Media (formerly CBS) Unit F9, Dundonald Enterprise Pk Carrowreagh Road Belfast, BT16 1QT Tel: +44 (0) 28 9032 2333

www.clearchannel-ni.co.uk

www.exterionmedia-ni.co.uk

Clear Channel (48s) 6 Oldpark Terrace Belfast, BT14 6NP Tel. +44 (0) 28 9046 3250

JCDecaux 15 Kilwee Business Park Upper Dunmurry Lane Belfast, BT17 OHD Tel. +44 (0) 28 9062 4606

www.clearchannel-ni.co.uk

www.jcdecaux.ie/ni

Kinetic Ireland

large format

2014 OOH Planning Guide

48 Sheet -> Delivers good brand awareness & roadside visibility Planning Rate: Belfast £270 / Rest of Province £250 A 48 Sheet is often referred to as a traditional billboard. It is made up of 12 x 4 Sheet sections joined. 48 Sheets are available across Northern Ireland and available from all major media owners. The majority of sites are posted paper and paste.

Wave Machine/Prismatic 48 Sheets are also available across Northern Ireland but primarily in Belfast. These 48 Sheets display up to three posters from various advertisers and interchange throughout the day. They tend to be located in high traffic locations where there is high demand for advertising.

Backlit 48 Sheets are also present in Northern Ireland. These units are back-illuminated, provide extra visibility and as a result command a higher premium. 12 x Backlit 48 Sheets (10 in Belfast, 1 in Holywood, 1 in Bangor) are available on a short term basis (2 week cycle) at £1,500 per panel per cycle. An additional 2 Backlit 48 Sheets (1 in Derry, 1 at Botanic Avenue) are sold on a long term basis but are not available for 2014. JCDecaux currently have 20 x HD 48 Sheets available in Belfast. HD (High Definition) posters are made from a one piece lightweight vinyl material resulting in a superior quality of display. Special brackets are put into place at the 48 Sheet unit to accommodate the HD poster. HD 48 Sheets are available at £450 per panel per cycle including print.

Recommended 48 Sheet Weights 150

150

100

40 light

60 medium

Belfast

80 heavy

light

100

medium

120

heavy

Six County / NI Province

Universe: Belfast 701 / Rest of Province 599 = Total Available: 1300

The NI Market - Large Format

www.kineticww.ie

large format

51 96 Sheet

-> Good for brand awareness & impact Planning Rate: Belfast £650 / Rest of Province £600

Paper & Paste

Wave Machine

Backlit

A 96 Sheet is a landscape format made up of 2 x 48 Sheets side by side and is comprised of 24 x 4 Sheet sections joined. 96 Sheets are available from all major media owners. A small number of 96 Sheet Wave Machines are available, predominately in Belfast. 5 x 96 Sheet Backlit units are present in Belfast with a planning rate of £3,000 per panel per cycle. 2 are sold on a short term basis in Belfast City centre with the remaining 3 sold long term.

Recommended 96 Sheet Weights 40

20 15

10 0

5 light

10 medium

heavy

Belfast

15 light

medium

heavy

Six County / NI Province

Universe: Belfast 125 / Rest of Province 96 = Total Available: 221

Golden Square / Portrait

-> High profile locations & deliver excellent brand awareness Planning Rate: Belfast £600 / Rest of Province £600 A Golden Square is a portrait format made up of 2 x 48 Sheets stacked, comprising of 24 x 4 Sheet sections joined. All locations are paper and paste units and are available from all major media owners. Golden Squares are usually bought as part of a large format campaign – typical quantity would be between 3-4 locations. Universe: Belfast 12 / Rest of Province 3 = Total Available: 15

Kinetic Ireland

large format

2014 OOH Planning Guide

192 Sheet Planning Rate: £5k per two week cycle and £2,450 net production

A 192 Sheet is the equivalent of 4 x 48 Sheets in a row. There is one available in Belfast, located at The Odyssey, Queens Road. Front and Back panels are sold together. Media Owner: Bravo Outdoor

King Street Banner Planning Rate: £15k per two week cycle and £10k net production Illuminated Banner available at a premium location at King Street, Belfast City Centre. Located on the main arterial route heading out of the city going towards M2/M1/Westlink. High traffic flow of over 135,000 per week. Size: 15m wide x 22m high Media Owner: Clear Channel

Westlink Special Planning Rate: £3k per two week cycle Backlit premium panel. Targeting motorists heading on to York Street/Westlink. Size: 6m x 4m Media Owner: Bravo Outdoor

The NI Market - Large Format

www.kineticww.ie

large format

53 M3 Banner Planning Rate: £5k per two week cycle and £4k net production Located at the eastbound start of the M3 motorway, close to George Best Belfast City Airport. According to official DOE Traffic & Travel Statistics, 58,270 vehicles pass the site every day, equating to 1.8 million per month. It is situated close to Odyssey Arena, Titanic Quarter, Belfast Harbour and Holywood Exchange. Size: 36m x 4.25m landscape display Media Owner: Image Zoo

Quick Reference Guide Planning Rate Format Belfast 48 Sheet (Standard) 48 Sheet (Backlit) 48 Sheet (HD) inc print 96 Sheet 96 Sheet (Backlit) Golden Square 192 Sheet

Market Sheetage

Rest of Province

Belfast

Total

£270

£250

701

599

1300

£1,500

n/a

£450

n/a

£650

£600

125

221

£3,000

n/a

£600

£5,000

n/a

£15,000

n/a

Westlink Special

£3,000

n/a

M3 Banner

£5,000

n/a

King Street Banner

Kinetic Ireland

small format

2014 OOH Planning Guide

Adshel Rate Card: £285 from Cycle 1-17 / £305 from Cycle 18-26

Recommended Weights

Adshel are 6 Sheets located at bus shelters across Northern Ireland. Due to nationwide availability, they deliver strong cover across all demographics, particularly 16 to 34s and ABC1s.

300 200 100 100 0

light

150 medium

The back panel of the Bus Shelter can also be wrapped at an additional cost. NFC will be incorporated into select Adshel from cycle 8.

200

Media Owner: Clear Channel

heavy

Weights are based on a province wide campaign.

Universe: Belfast 845 / Rest of Province 1059 = Total Available 1904

Adshel Connect Rate Card: £140 per panel per cycle including production Adshel Connect uses the space on BT phoneboxes throughout Northern Ireland and has a unique distribution across all postcode areas. There are two types of Adshel Connect available - with or without the Dartic strip located in the middle of the panel. Media Owner: Clear Channel Universe: Belfast 336 / Rest of Province 1042 = Total Available 1378

Recommended Weights 300 200 100 100 0

light

150 medium

200

heavy

Weights are based on a province wide campaign.

The NI Market - Small Format

www.kineticww.ie

small format

55 Adbox Rate Card: £160 per panel per 2 week cycle

Recommended Weights 200 100 0

70 light

90 medium

130 heavy

Weights are based on a province wide campaign.

Adbox are 6 Sheets located at symbols, supermarkets, independent newsagents and within petrol forecourts across Northern Ireland. The units are situated in close proximity to the Point of Purchase.

Primesight 6 Rate Card: £195 per panel per cycle

Primesight 6s are 6 Sheets located in close proximity to convenience stores and forecourt garages. Primesight is set to expand their plant by an additional 160 panels following an agreement with Henderson Group. The new panels will be illuminated and located outside Spar and EuroSpar stores. Media Owner: Primesight Universe: Belfast 34 / Rest of Province 107 = Total Available 141

Kinetic Ireland

Media Owner: Clear Channel Universe: Belfast 135 / Rest of Province 169 = Total Available 304

Rail 6 Sheets Rate Card: £250 per panel per cycle

Rail 6 Sheets are located at the busiest rail hubs in Belfast – Great Victoria Street and Central Station. The units are backlit, scrolling panels and are situated in key focal locations throughout the station. Media Owner: JCDecaux Universe: 32 faces available in Belfast only

small format

2014 OOH Planning Guide

PurchasePoint Rate Card: £250 per panel per cycle PurchasePoints are 6 Sheets located at supermarkets and shopping centres across Northern Ireland. Supermarkets include Tesco, Dunnes Stores, Asda and SuperValu. Shopping Centres include Connswater S.C., Forestside S.C., Bloomfields S.C. and Rushmere S.C. Media Owner: Exterion Media Universe: Belfast 88 / Rest of Province 186 = Total Available 274

Recommended Weights 200 100 0

50 light

100

medium

heavy

Weights are based on a province wide campaign.

PurchasePoint Express are now available, located at the smaller Tesco Express stores. The Rate Card is £200 per panel per cycle. 15 x PurchasePoint Express are available.

Quick Reference Guide Format

Rate Card Cycle 1-17

Adbox

Cycle 18-26 £160

Adshel

£285

Rest of Province

Total

135

169

304

845

1059

1904

Adshel Connect

£140

336

1042

1378

Primesight 6

£195

107

141

PurchasePoint

£250

186

274

Rail 6 Sheet

£250

32 faces

Tesco Store Points Trolley Handles

£305

Market Sheetage Belfast

£5,450 per pack

182 panels

£10,000 or £12,000 per pack

2000 available

The NI Market - Small Format

www.kineticww.ie

small format

57 Additional Path to Purchase Formats Many of the 6 Sheet formats are used to target shoppers on their Path to Purchase. A number of smaller formats are also available to target shoppers either before they enter the store or once they are in store.

Tesco Store Points Rate Card: £5,450 per cycle Advertising on the security barriers at entrances to all Tesco stores across Northern Ireland. One pack of 182 panels is available per cycle Media Owner: Exterion Media Exterion Media must manage production. The cost is £948.

Trolley Handles New revamped format on Trolleys across Northern Ireland. 3 x packs available Power Pack A £10,000 • Coverage at the Top 20 Tesco NI Stores • 1,510 x Trolley Handles • Higher concentrated brand presence at top footfall stores Power Pack B £10,000 • Coverage at the Top 20 Tesco NI Stores • 1,510 x Trolley Handles • Higher concentrated brand presence at top footfall stores Network Pack £12,000 • Coverage across Tesco NI Stores • 2,000 x Trolley Handles • Offers solus stand out at selected Tesco stores Prices are inclusive of print Media Owner: Exterion Media

Kinetic Ireland

transport

2014 OOH Planning Guide

T-Sides Rate Card: £300 per panel per 2 week cycle

Recommended Weights

T-Sides are positioned on the driver’s side of the bus and are seen by both motorists and pedestrians. They deliver excellent cover and impact and are available in Belfast and the Rest of Province.

150 75 0

25 light

medium

heavy

Weights are based on a province wide campaign.

Media Owner: Exterion Media Universe: Belfast 185 / Rest of Province 102 = Total Available 287

Fully illuminated Backlit T-Sides are available across Belfast from October to March. A pack of 30 is available with a Rate Card of £17,500.

Supersides Rate Card: £165 per panel per 2 week cycle Supersides are positioned on the pedestrian side of the bus attracting more attention from a pedestrian audience. A good format for reaching a younger profile audience, Supersides are also a strong format for delivering cover and impact. They can be bought in Belfast and the Rest of Province.

Recommended Weights

Media Owner: Exterion Media Universe: Belfast 192 / Rest of Province 92 = Total Available 284

150 75

100

120

0 light

medium

heavy

Weights are based on a province wide campaign.

The NI Market - Transport

Exploding Supersides are also available. This is where the creative explodes outside the confines of the traditional Superside, adding extra impact to a campaign. Rate Card for Exploding Supersides is £185

www.kineticww.ie

transport

59 Streetliners

Solus Rear

Rate Card: £90 per panel per 2 week cycle

Rate Card: £80 per panel per 2 week cycle

Streetliners are located on both the driver and pedestrian side of single deck buses. They are positioned at eye level targeting both pedestrians and motorists across NI.

Solus Rears are located at the back end of both Single Deck and Double Deck buses. They offer good value for money with a low Cost Per Thousand. They are available across Northern Ireland. Media Owner: Exterion Media Universe: Belfast 456 / Rest of Province 398 = Total Available 854

Recommended Weights Exploding Streetliners, where the creative explodes outside the confines of the poster, can also be bought. Rate Card for Exploding Streetliners: £100 per panel per 2 week cycle Media Owner: Exterion Media Universe: Belfast 452 / Rest of Province 340 = Total Available 792

Recommended Weights 225

225 150 75 0

200 150 120

light

medium

heavy

Metro Mega Square Rate Card: £25,000 for a pack of 5 for 12 weeks

150 75 0

120 light

150

medium

200

heavy

Weights are based on a province wide campaign.

Kinetic Ireland

Metro Mega Squares combine Superside coverage with 4 metre high creative canvass of a Mega Rear. There are 10 x Metro Mega Squares available in Greater Belfast.

transport

2014 OOH Planning Guide

Back of Driver

Commuter Cards

Rate Card: £1,420 per pack of 100

Rate Card: £1,100 per pack of 100

Back of Driver are A2 panels located inside the bus on the ground level. Traditionally, the panels are used by clients targeting a younger audience. The format is ideal for any direct response campaigns or creative that requires a longer dwell time.

Commuter Cards are interior bus panels located above the window. Traditionally, the panels are used by clients targeting a younger audience. The format is ideal for any direct response campaigns or creative that requires a longer dwell time.

Media Owner: Exterion Media

Universe: Belfast 329/ Rest of Province 284 = Total Available 613

Universe: Belfast 1632 / Derry 408 = Total Available 2040

Quick Reference Guide Summary - Transport Rate Cards Format T-Side

Rate Card

Campaign Duration

£300

2 weeks

£17,500

2 weeks

Superside

£165

2 weeks

Exploding Superside

£185

2 weeks

£90

2 weeks

£100

2 weeks

£80

2 weeks

Back of Driver (pack of 100)

£1,420

2 weeks

Commuter Card (pack of 100)

£1,100

2 weeks

Super Rear

£2,100

12 weeks

Mega Rear

£4,200

12 weeks

Single Deck Wrap

£6,300

12 weeks

Double Deck Wrap

£9,450

12 weeks

£25,000

12 weeks

Backlit T-Sides (pack of 30)

Streetliner Exploding Streetliner Solus Rear

Metro Mega Square (pack of 5)

Please note Super 12s no longer exist. These have been replaced by the Metro MegaSquare.

The NI Market - Transport

www.kineticww.ie

61 digital

Digital OOH in Northern Ireland has also started to gain traction in the last year with formats available from both Clear Channel and JCDecaux. Digital offers a number of additional benefits such as day part selling, flexibility and the ability to be even more innovative with your OOH campaign.

What’s available? Digital 6s at Castlecourt Shopping Centre

Digital OOH at Victoria Square S. C.

•

6 x Digital Screens - 65”HD portrait screens

•

Located at:

5 x 55" Digital Screens 5 slots per screen available 6 x 10 sec ads per minute available

•

1 x 3.8m x 2.8m landscape digital screen 6 x 10 sec ads per minute available Slots can be bought on a weekly or 2 week cycle basis

- - - -

Royal Ave Entrance & Exit Smithfield Entrance & Exit Upper Level Towards Foodcourt Upper Level Towards Mall

300,000+ shoppers per week 85 Retail Outlets

200,000 footfall per week 55+ stores, 8 cinema screens, 17 eateries Parking for 1,000 cars

Media Owner: Clear Channel

Media Owner: JCDecaux

Rate Card Options Full Day:

Rate Card Options 1 x 10 secs per min £900 6 x 10 secs per min £4,000

AM: 9am – 1pm

1 x 10 secs per min £500 6 x 10 secs per min £2,400

PM: 1pm to closing

1 x 10 secs per min £750 6 x 10 secs per min £3,500

Weekend

Cycle Kinetic Ireland

1 x 10 secs per min £350 6 x 10 secs per min £1,800 12,000 x 10 secs £2,000

55' Digital Screen:

Landscape Digital Screen

£450 per slot, per screen for a 2 week cycle £2,125 for pack with slot on all 5 screens for a 2 week cycle (£425 per slot) £1,500 per slot on a 2 week cycle or £1,000 for 1 week

ambient

2014 OOH Planning Guide Image

Format

Media Owner

Size

RateCard

Sales Cycle

Leisure Adlifts

Limited Space

2080mm(h) x 1100mm(w)

£1,400 for 8 sites

14 days

A3 Semi Permanent Panels

Image Zoo

£50 incl prod

14 days

Banners Castlecourt

Concourse Initiatives

3m(h) x 1m(w)

£7,000 per 4 weeks

28 days

Image Zoo

250mm(h) x 900mm(w)

125 venues - £2,875 100 venues - £2,500 75 venues - £2,025 50 venues - £1,500

14 days

£40 per venue (Media) Production Cost: 50,000 - £2,690 100,000 - £2,975

28 days

Bar Runners

Beer Mats

Image Zoo

89mm(h) x 89mm(w)

Branded Napkins

Image Zoo

33cm 2ply

25 venues - £1,000 50 venues - £1,500 75 venues £1,875

14 days

City Box

Citybox Advertising

685mm(h) x 517mm(w)

£75

14 days

City Dressing Pendant Banners

Image Zoo

Approx. 700 x 2060mm - site dependent

£150 per unit

28 days

City Dressing Cross Street Banners

Image Zoo

10m x 1m

£900 per unit

28 days

Coffee Sleeves

Image Zoo

9oz cup approx

25,000 sleeves, 500 per venue £3,250

14 days

Other ambient options are available, please contact Kinetic on 02890 725 777 for more information. The NI Market - Ambient

www.kineticww.ie

ambient

63 Image

Format

Media Owner

Size

RateCard

Sales Cycle

Leisure Fashion Sites

Brand Space

170 panels - £3,825 (Female)

14 days

Foreign National Network

Image Zoo

Subject to site list

14 days

Firefly (Light Projection)

Image Zoo

Variable

£2,350 per night

1 night

Glow Box

Image Zoo

A1/A2 Backlit poster

£120

14 days

Greeters

Image Zoo

A1 (Custom shapes also possible)

£295 incl prod

14 days

Gym Sites

Boomarang

6 Sheet

£7,225 for 21 panels across 6 venues (includes 2 digital units)

14 days

Mirror/ Door Stickers

Image Zoo

100mm x 300mm

£45 per venue per cycle incl prod

14 days

Petrol Pump

Domain Media

Petrol Nozzle

£145

28 days

Reverse Graffiti

Image Zoo

£1,900 per day incl prod

n/a

4,000 - £3,750 8,000 - £6,800 10,000 - £8,000 incl prod

Min. one day

Sucker Postcards

Image Zoo

Washroom

Image Zoo

£42

Other ambient options are available, please contact Kinetic on 02890 725 777 for more information. Kinetic Ireland

14 days

ambient

2014 OOH Planning Guide Image

Format

Media Owner

Size

RateCard

Sales Cycle

Mobile Adbike

Adbug

6 Sheet

£350 per unit

8 hours

Adcan

Adbug

8ft x 5ft

£400 per unit

8 hours

Admobile

Various

48 Sheet

£500 per day

8 hours

Bike Seat Covers

Image Zoo

Standard bike seat size

2,000 units - £5,500 4,000 units - £8,000 6,000 units - £11,500

Minimum one day

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 per day

5 hours

Inflatable Billboard

Image Zoo

10ft x 20ft landscape

£415 per day

Minimum one day

£40 per taxi per month

Taxi Seat Black Cab

On Request

3 months

Taxi Supaside

£230 per taxi per month

Taxi Window

£110 per taxi per month

Taxi Wrapped

Black Cab

3 months

On Request £4,400 per taxi

12 months

Other ambient options are available, please contact Kinetic on 02890 725 777 for more information.

The NI Market - Ambient

www.kineticww.ie

Kinetic Ireland

Innovations in OOH In

innovations in OOH

67 Kinetic Create â&#x20AC;&#x201C; thinking outside the box Kinetic Create is our in-house creative department placing innovation at the heart of our planning across RoI and NI. We provide insight and opinion on emerging technologies and identify cross platform opportunities to amplify Out of Home campaigns, adding reach and impact. Kinetic Create can assist with creative insight, mock up innovative ideas and create both DOOH and traditional OOH campaigns. We have a dedicated in-house production specialist as part of our Kinetic Create team who manages all aspects of innovations from start to finish. Out of Home has traditionally been about paper and glue â&#x20AC;&#x201C; standard, static posters of varying sizes. However, the use of innovation has played a key role in making Out of Home more dynamic and exciting. Specials or innovations allow brands to be more engaging and to be seen as innovators in their own right. Below is a selection of innovations that can deliver additional stand-out to your campaign:

Scrolling Metropoles with Vinyl 3D Letter Lightboxes Words can be spelled out using individual light boxes which are filled with LED lighting and mounted onto a board to give a dramatic 3D effect.

A special vinyl can be placed on the front of the Metropole unit. As the poster behind the vinyl scrolls, a storyboard is created. This can be used on any scrolling format but all faces must be taken.

Electroluminescence Electroluminescence or EL is where an electrical current passes through the back of the poster causing elements to light up in sequence. Available on Large Format and 6 Sheets.

Kinetic Ireland

UltraViolet (UV) These specially printed posters use UV reactive inks which come to life when ultraviolet lamps are attached to the billboard, resulting in an eye-catching display.

innovations in OOH

2014 OOH Planning Guide

2D Build Rather than create a full 3D Build, a flat 2D element can be replicated and attached to the board.

3D Build A product replica or element of the poster can be created in 3D and attached to the board to offer additional stand-out and talkability.

Framed Specials Produce a 3D frame and place around large format billboard to literally create a work of art.

Link Social Media with OOH In this example, Vodafone linked OOH with social media. They encouraged people to tweet what they loved about the Electric Picnic festival using the hashtag #followthefeeling. The tweets were then brought to life by well-known illustrator, Chris Judge, who illustrated a number of peopleâ&#x20AC;&#x2122;s tweets at a select billboard location. Spangleys & LED Lighting Spangleys are reflective foil disks, which are fitted onto clear batons and move freely in everyday breezes to create an eye catching effect. Either the entire display can be utilised with spangleys or just part of it â&#x20AC;&#x201C; for instance a logo or caption. In this example, LED Lighting has also been added to the board.

Innovations in OOH

www.kineticww.ie

innovations in OOH

69 Interactive Digital Screens

Countdown Clocks Ticker tape is attached to a large format billboard which counts down to a particular date or an event. Message

changes once the date/event has been reached.

Interactive Digital Screens can be installed into 6 Sheets. This works well on Adshel and Cinema 6 Sheets. Client decides how sophisticated the interaction can be. Previous examples have included: -

Camera technologies Link to social media Scroll through information Email facilities

Headphone Shelter A headphone jack can be inserted into a 6 Sheet unit. Passers-by can then plug in their earphones to listen to music/ additional information etc as decided by the client.

Lenticular

3D Rooftop Special A 3D product replica can be created and displayed on the rooftop of a bus shelter. However, the replica must fit within the confines of the rooftop.

Kinetic Ireland

Lenticular technology is a specialised printing process which interlaces layers of creative. The poster is printed and laminated with a â&#x20AC;&#x2DC;lensâ&#x20AC;&#x2122; material. As the poster is viewed from different angles, different images are displayed creating the illusion of movement.

innovations in OOH

2014 OOH Planning Guide 6 Sheet Opinionator Opinionators are an interactive OOH format, usually done on 6 Sheets (PurchasePoints or Adshel) that 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.

6 Sheet Dispenser A Motion Sensor or Touch Activated Dispenser is built into the 6 Sheet unit (PurchasePoint or Adshel). Once movement is detected or touchpad activated, the unit dispenses samples or vouchers.

Die Cut (Printing) 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 backlit format light shines through the cut-out shapes to create a twinkling effect.

Filled 6 Sheets 6 Sheets can be fully or partially filled with actual products. Interior lighting of the unit is removed and then filled with the appropriate products.

Available on any back-lit format, it has worked well on Adshel, PurchasePoint as well as the 96 Sheet lightbox at Dundrum.

Duratrans Duratrans are back lit posters printed on specific â&#x20AC;&#x153;Duratranâ&#x20AC;? 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. MetroGlo is also possible on Metropole and Metropanel formats to create an intensified lighting focus.

Innovations in OOH

www.kineticww.ie

Alc

Alcohol Guidelines

alcohol guidelines

73 Code of Practice for Alcohol Advertising on OOH These guidelines apply to the RoI market only.

Kinetic Ireland

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.

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. 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. 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.

Alcohol advertising c a n n o t 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.

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 No wrap-rounds allowed on taxis. Only one display of alcohol advertising is allowed to be carried on the exterior of any taxi.

8 A maximum of one advertising display on a Prismatic/Scrolling unit will display alcohol advertising.

alcohol guidelines

2014 OOH Planning Guide

There will be no Mesh Building Banners for alcohol advertising.

A maximum of one advertising display in any group of hoardings will display alcohol advertising.

12 There will be no alcohol advertising on designated school buses.

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.

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 formats should be treated on a case by case basis

Retailer Code • No Trolley Handles or Shopping Baskets

•

Floor Graphics can only be used in immediate area where alcohol is sold – i.e. Off–Licenses

•

No Supermarket Screens (Magmal units @ SuperValu stores)

•

No Uniboards

Alcohol Guidelines

No additional large permanent advertisements on buildings, bridges etc. (excluding licensed premises) will be erected.

The Outdoor Media Association will cooperate and comply with the other broader elements of the industry agreements including the Copy Clearance process and the Alcohol Marketing Communications Monitoring Body.

Mobile Media Code • No covered or wrap-round formats • 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 For more information or queries relating to the Alcohol Code please contact your Kinetic account manager.

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Production Specifications

production specifications

77 Format

Media Owner

Actual Poster Area height (mm)

width (mm)

Safe Copy Area height (mm)

width (mm)

Large Format CCI / More O’Farrell

3048

6096

2748

5796

Exterion Media

3048

6096

2930

5796

JCDecaux

3048

6096

2898

5946

48 Sheet (HD)*

JCDecaux

3060

6030

2951

5943

48 Sheet (HD)*

Clear Channel

3048

6096

2936

5936

48 Sheet (HD)*

Exterion Media

3075

6115

2888

5875

48 Sheet (Standard)

96 Sheet 96 Sheet Lightbox Golden Square (Standard)

Exterion Media

3048

12192

2930

11200

JCDecaux

3048

12192

2898

12042

Clear Channel

3090

12240

2900

11970

Exterion Media

6096

5600

CCI / More O’Farrell

6096

5496

5796

JCDecaux

6096

5946

Golden Square (Wexford Street)

JCDecaux

6096

5688

5946

5538

Europanel

JCDecaux

3000

3960

2850

3810

Europanel (HD)*

JCDecaux

3060

4045

2951

3945

144 Sheet

JCDecaux

3048

18288

2898

18138

240 Sheet Terenure

JCDecaux

3048

31800

2898

31650

240 Sheet Ranelagh

JCDecaux

3048

31400

2898

31250

240 Sheet Dun Laoghaire

Exterion Media

3048

30480

2898

30100

Metropole*

JCDecaux

2320

3150

2110

2940

Small Format Adbox

Clear Channel

1800

1200

1730

1130

Adshel (Citylight)

Clear Channel

1800

1200

1730

1130

Commuterlites

Exterion Media

1800

1200

1755

1156

PurchasePoint

Exterion Media

1800

1200

1755

1155

Mall 6 Sheet

JCDecaux

1800

1200

1755

1156

Metropanel

JCDecaux

1800

1200

1700

1100

*Print inclusive

A separate soft copy Production Specifications outlining all ambient formats is available upon request. Please note there are a number of 48 Sheets that are short boards or slightly smaller than standard 48 Sheets. Please contact Kinetic for more information. Some NI formats have a different specification. Please contact us for more information. Kinetic Ireland

production specifications

2014 OOH Planning Guide Format

Media Owner

Actual Poster Area height (mm)

width (mm)

Safe Copy Area height (mm)

width (mm)

Transport Luas LUAS Column Top

JCDecaux

1230

1165

1130

1065

LUAS Column Bottom

JCDecaux

1840

1165

1740

1065

LUAS Column Wrap (Top)

JCDecaux

LUAS Column Wrap (Middle)

JCDecaux

LUAS Column Wrap (Bottom)

JCDecaux

LUAS Strapline

JCDecaux

140

LUAS Portrait**

JCDecaux

595

LUAS Skyline

JCDecaux

Some columns have a double-sided Public Information Display, so care needs to be taken when designing as it depends on which columns are booked for wraps. Please contact Kinetic for exact specifications. 1454

140

1454

350

595

350

File available on request

Luas Tram Domination The tram domination includes Luas Straplines and Portrait Panels as per spec above Window Strip

JCDecaux

100

1530

100

1530

Contravision

JCDecaux

1300

165

1300

165

Bus A2 Bus Interior

Exterion Media

594

420

570

400

Dart Card***

Exterion Media

261

740

230

713

Bus Card***

Exterion Media

257

740

228

713

City Impact

Exterion Media

1390

2890

1390

2890

Lower Rear

Exterion Media

414

1806

364

1756

Megasquare

Exterion Media

Superside

Exterion Media

Super Rear (DD)

Exterion Media

T-Side Panels 1,2,3,5

Exterion Media

658

1527

610

T-Side Panel 4

Exterion Media

1801

1160

1753

1118

T-Side (Full size)

Exterion Media

658

7274

1801

1166

T-Side (Visual area size)

Exterion Media

606

7222

1749

1114

File available on request 658

6108

606

6056

File available on request 1515

**Luas Portraits should be printed on avery removable vinyl and must be laminated. ***Please note Bus & Dart Cards have separate specifications. For Aircoach, please note there are various specs depending on which Aircoach bus used which are available on request from Kinetic. T-Side keyline should be requested also. Production Specifications

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About Kinetic

kinetic ireland

81 Who is Kinetic? Kinetic is the global leader in understanding how brands connect with peopleâ&#x20AC;&#x2122;s lifestyles and the environments they engage with when outside the home. Our expertise and insight allows us to deliver solutions for our clients that achieve brand and marketing goals. If thereâ&#x20AC;&#x2122;s an effective way to communicate with people on the move, weâ&#x20AC;&#x2122;ll find it. From roadside posters to digital screens, and everything in between, we have an ongoing commitment to delivering the most accountable and costeffective 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 and have developed close partnerships with clients, agencies, media owners, suppliers and technologists. We have strong creative and executional credentials and a culture of collaboration with communications agencies and clients.

Kinetic Tools & Services Kinetic Ireland has invested heavily in the development of tools and services over the past number of years. This suite of tools known as Academy ensures insight, planning and buying of the highest standard across a 32 county basis. This ensures that we deliver effective and efficient OOH campaigns that are both targeted and accountable for our clients and agencies. Our Kinetic Pathway (Planning Framework) solution demonstrates how our tools and services facilitate Kinetic in being ahead of the curve.

Pathway: Brief The first stage on the Pathway process is the Brief. Completion of a brief sheet ensures we understand the deliverables of the campaign; client input is crucial. At briefing stage, we also look at Competitor (our suite of tools to track expenditure). Looking at previous campaign details by category can help decide strategy. 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. Its main advantage lies in filling the gap between the start of the campaign and the publication of industry data.

Kinetic Pathway

Kinetic also works closely with the OMA (Outdoor Media Association) to deliver the industry agreed OOH expenditure figures. Our Competitor expenditure database details expenditure by brand, advertiser, sub-category and category by month for RoI and NI.

Kinetic Ireland

kinetic ireland

2014 OOH Planning Guide

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 at their disposal to help better understand the lifestyles and behaviour of audiences outside the home, where they go and how they spend their time. 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 tells us the top scoring campaigns by target audience in terms of recall, liking and call to action. It also gives insight into creative as well as format selection and weights. TGI, the lifestyle and attitudinal database, adds depth to consumer understanding. As well as looking at individual brand and category information, it also looks at consumers buying behaviour, shopping habits across a range of categories, lifestyles and opinions on key areas and is a valuable tool when building consumer profiles. 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 every year in up to 400 studies around the world. We also conduct a number of proprietary research projects into specific topics which deliver interesting insights which feed into the Insight & Vision stage of the Pathway. Previous examples included ‘Consumer Interaction with Digital OOH in the rail environment’ and ‘Housekeepers with kids and their relationship with OOH.’ We have a number of exciting projects in the pipeline for 2014, so watch this space.

Pathway: Strategy The strategy stage of the Pathway involves strategising which formats will maximise the campaign reach and how best to reach the target audience through format and location selection. Selector is our online tool to rationalise OOH format selection for specific audiences and campaign objectives. Powered by TGI and Kinetic’s buying knowledge, it ensures that we deliver highly visible campaigns that meet specific objectives. Selector considers three factors: 1. Penetration of the chosen audience (Cover %) by format based on TGI (efficiency) 2. Indexing of format performance v All Adults based on TGI 3. A scoring system for each format based on its ability to fulfil specific campaign objectives Next we move to our Frequency Indicator Tool (FIT). Launched in 2013, FIT is our bespoke Frequency Tool which establishes a recommended frequency level for Out of Home campaigns. Essentially, it predicts the minimum number of times a campaign has to be seen in order for it to be effective. The tool guides Kinetic planners as to how they should plan campaigns, based on clients' targets and objectives in order to reach the optimum level of frequency. Based on Ostrow’s model of Effective Frequency, the tool looks at media, message & market factors for a campaign. FIT was developed in consultation with industry experts, media agencies and clients. Kinetic Ireland

www.kineticww.ie

kinetic ireland

83 JNOR (Joint National Outdoor Research) is also employed at the strategy stage. JNOR is the industry research measurement tool and measures the Cover and Frequency of Out of Home campaigns across a number of formats as well as GRPs (Gross Rating Points) and CPTs (Cost per Thousand). Kinetic employs JNOR to examine ways of driving greater effectiveness for clients. This year, weâ&#x20AC;&#x2122;ve created a separate JNOR 'Ready Reckoner' which details the cover, frequency and GRPs across varying formats. Our destination directory is also consulted at the Strategy stage to consider the role of 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. This allows planners at the touch of a button to see all the available opportunities to fulfill a client brief.

Pathway: Planning Next we move to the Planning stage where we take information from the brief, insight and vision and strategy to devise the plan outlining the formats and locations chosen.

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 to venues - Route Planning - Pre-Campaign Distribution Viewing

Kinetic Create is our in-house design facility to help with poster design, digital OOH campaigns and creating 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. As part of the Kinetic Create team we have a dedicated, in-house production specialist to manage all aspects of getting a special on street! To test creative before it goes on street we use a number of bespoke design testing tools. 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 the street, delivering a high quality video. 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 we achieve the best quality campaign available for your budget. Sites are scored using a number of criteria: - Position - Visibility Range - Angle to Road - Competition - Illumination Kinetic Ireland

kinetic ireland

2014 OOH Planning Guide

Pathway: Evaluation The final stage on the Pathway is Evaluation where we measure the campaign success against the deliverables outlined in the Brief Stage. Learnings and feedback from the campaign are communicated back to the client and agency. 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. Researcher, as outlined in the Insight Stage is our post-campaign research programme which delivers insights such as was my campaign seen (unprompted & prompted recall)? 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. An audience measurement score is also delivered through JNOR showing the reach and frequency of the campaign. Instead of providing clients with an OTS (Opportunity to See) score, JNOR calculates the VAC (Visibility Adjusted Contacts), a probability based, likelihood to see score. A frequency and GRP score is also delivered. 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. Using the Pathway Process ensures a 360째approach from brief to evaluation, delivering an Out of Home strategy and plan which is consumer centric.

Follow us & Receive our 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. We seek to stay constantly at the forefront of the fast-changing world of global communications. We have regular email bulletins on - OOH news: Round-up of news by cycle from the OOH industry - OOH Innovations: A monthly catch up of exciting and innovative campaigns that ran across the globe - Researcher Review: A quarterly review of the top scoring OOH campaigns across a range of categories - Expenditure: A quarterly review of market expenditure for RoI and NI. Monthly reports are also available by contacting alyson.ennis@kineticww.ie For more information on Kinetic, please go to www.kineticww.ie or follow us on Twitter @ twitter.com/KineticIreland and Facebook.com/KineticIreland Kinetic Ireland

www.kineticww.ie

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