2012/13 european guide to OOH
contents
03
introduction 04 the european out of home marketplace 06 technology and interactivity in OOH 14 innovations showcase 16 about kinetic 18 market overviews: belgium 20 france 24 germany 28 ireland 32 italy 38 netherlands 42 spain 46 sweden 50 switzerland 54 turkey 58 uk 62
kineticww.com
introduction european guide to OOH
05
Welcome to Kinetic's 2012 European guide to Out of Home media. This guide serves as your gateway to understanding the increasingly varied, diverse and sophisticated options that Out of Home can offer. This guide will give you a quick but robust snapshot of each market in Europe, where Kinetic has a presence. We have sourced data from our representatives in each market as well as consistent industry sources to make sure the figures we’ve included are the most comprehensive and up to date. Whilst Out of Home retains its traditional values of audience delivery, iconic branding and location marketing, we are witnessing the compelling convergence of technology and Out of Home. With augmented reality, near-field communication and the prevalence of the smartphone throughout the continent, we’re seeing the consumer’s relationship with media becoming increasingly moulded around their on -the-go lifestyle. However, it’s not just the technological advances that have been embraced by Out of Home media that have meant that we’re seeing a confident medium emerge across the continent; it’s also the increased uniformity, industry investment in research, media owner site development, advertiser creativity and innovative potential of digital OOH that have shone a clear path for our medium. Within this guide, we’ve produced a series of market overviews; which give a portrait of the media owner makeup of each market by environment, along with advertising restrictions and regulations, a guide price
overview by environment and a Kinetic comment, arming you with the information you need to effectively start the process of planning European Out of Home media. This guide is one of a series of Kinetic products that will make the process of reaching these consumers that much easier. For a more in-depth view of how Out of Home can involve your target audience, please speak to a member of the Kinetic team or visit our website or social media touchpoints for more details. Andy Jonesco CEO EMEA
A note on the sources of data for the European Guide to Out of Home This guide represents the compilation of data from multiple sources. We would like to thank GroupM for their data which has been sourced from their This Year, Next Year Summer 2012 report. Data has also been collated from Kinetic representatives from our network of European offices and is based on their understanding and intelligence from the individual markets. Every effort has been made to ensure the accuracy of the contents, but the publishers cannot accept liability in respect of errors or omissions. Readers will appreciate that the data is as up to date only to the extent that its availability, compilation and printed schedules will allow and is subject to change.
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the european out of home marketplace european guide to OOH
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Out of Home developments across the EMEA region ensure the media is not standing still at a time of unheralded change in the media, social and interactive landscape. Amidst great European economic uncertainty, Out of Home in the major EMEA markets is displaying growth rates averaging 5% over three years. Overall, it's estimated the EMEA market is worth 7.9% of media and growing at a rate of 3.1%*. The fastest growth is currently coming from Turkey (+21.6% in 2011*) where urban development and economic growth is strong but innovation, media owner investment and digital OOH is fast becoming a feature of the media landscape. Like Turkey, the UK and Netherlands have also outgrown the EMEA media economy through a combination of similar factors and reiterate the correlation between media owner investment, quality and digital and interactive opportunities very much dominating the sector and attracting mainstream clients to do more with the media. France, Switzerland, Ireland, Spain, Turkey and Belgium all attract a reasonable Out of Home share of media spend; a combination of historic factors, urban development opportunities and the strength of other media. Digital, planning and interactive developments will all help OOH grow across the region and the industry is well placed, with continued investment and technology advancement providing the template for growth. Growth in EMEA markets indicates the appeal for the driving factors of our industry, namely digital screens, consolidation of brands and inventory, more premium
offerings and a greater concentration of assets in high dwell-time consumer environments that combine our shopping, travel and socialising experiences with increased potential for communication and information. On top of that, the growing propensity for interactivity, gamification, smartphones and tablet use is promoting a renewed and invigorated sense of opportunity to engage with brands, social media and fun on the move. In order to gain more information and content in an environment where digital technology has wrought huge change across all media and whilst new players are entering the market with a diversified offering, the OOH landscape is more likely to be characterised by streamlined ownership and has become highly refined in terms of capability and quality of delivery. The growing trend now towards high quality digital assets, interactive and NFC-enabled screens is fuelling the growth and potential of OOH and turning it into an opportunity to engage and interact with audiences in many different ways. In general, new formats have accompanied investments in public utilities, which have helped improve urban environments, whilst shopping, city centre and transport environments have increased in the major urban centres across Europe, bringing new locations, new formats and – increasingly – an enhanced digital offering. The airport environment in Europe has also benefited hugely from strong investment in infrastructure as well as rising passenger numbers and media owners have complemented premium consumer experiences with continued spend on the development of digital Out of Home in airports. These are now increasingly widespread, sophisticated networks which offer
scalable, flexible, targeted and zonal messaging opportunities. Long-standing issues such as measurement are being tackled across EMEA as the industry responds to the demands of accountability from clients and agencies and the increasing pressure of measuring a complex and diversified medium. As the marketplace evolves in terms of its offering, four key players are emerging across EMEA, accounting for around two-thirds of revenues. This ensures both investment into the media but also room for niche players across territory and format. Local knowledge and landlord partnerships are important to allow OOH to flourish and the consistency brought by a degree of consolidation ensures scale supports investment and advertisers can be reassured by continuing healthy and long-term investment into all formats. Out of Home is redefining its profile around attractive, quality audiences in the fast-changing urban environment, reaching people in the active space where location becomes more crucial to behaviour and communication opportunities. It is transforming its visual strengths and is now at the heart of the changing landscape of our media and urban environment. Consistent development and consolidation has generated a real opportunity for scalable and effective media campaigns across the region.
*Source: GroupM estimates
the european out of home marketplace
european market value 2011 market values
â‚Ź6,914 m
total market value
France 17% UK 13% Russia 13%
8.2%
OOH share of media
Germany 12% Italy 8% Spain 6% Switzerland 5% Austria 3%
+2.6%
OOH growth in europe
Source: GroupM european guide to OOH
Netherlands 3% Belgium 2% Others 18%
09
european market value 2012 forecast market values
â‚Ź6,759 m
total market value
France 18% Russia 14% UK 14%
8.1%
OOH share of media
Germany 11% Italy 7% Spain 5% Switzerland 5% Netherlands 3%
-0.5%
OOH growth in europe
Austria 3% Turkey 2% Others 18%
Source: GroupM kineticww.com
the european out of home marketplace
all europe market value 2011 (euros)
Source: GroupM european guide to OOH
11
european media owner market shares
27%
11%
19%
9% 66%
of the EMEA market Source: Kinetic estimates kineticww.com
the european out of home marketplace
market share of european OOH (%) per format, 2011 billboards
transport
street furniture
JCDecaux 43% CBS 5% Clear Channel 15% Strรถer Group 10% Others 27%
JCDecaux 26% CBS 23% Clear Channel 20% Strรถer Group 7.4% Others 23.6%
JCDecaux 10% CBS 2% Clear Channel 7.5% Strรถer Group 0% Others 80.5%
Source: Kinetic estimates
total value of outdoor media 2011 (euros)
outdoor share % of media 2011
growth year on year % 2011
11.5
21.6 9.7
17.1
8.8
15.0 7.3
7.2
6.7
6.2
5.6 4.8
Source: Kinetic estimates european guide to OOH
Source: GroupM
4.7
5.8 4.2
2.0
Source: GroupM
1.7
1.3
0.7
-4.3
-11.3
-12.5
13
mobile phone penetration %
european digital OOH revenue (euros) UK
128,171,000
Germany
41,945,000
Spain
13,717,000
Italy
13,227,000
Switzerland
10,695,000
Netherlands
10,205,000
France
10,205,000
Turkey Belgium Ireland
7,995,000 1,143,000 341,000
Source: Global Digital Handbook 2011 and EMEA Kinetic offices
Source: various - as supplied by EMEA Kinetic offices
digital OOH percentage of OOH 11.4%
UK 5%
Germany Turkey
4%
Spain
3%
Netherlands
3%
Switzerland
2.5%
Ireland
2.3%
Italy France Belgium
smartphone penetration %
2% 1.3% 0.5%
Source: Global Digital Handbook 2011 and EMEA Kinetic offices
Source: various - as supplied by EMEA Kinetic offices kineticww.com
technology and interactivity in OOH european guide to OOH
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While the economic fortunes of European markets ebb and flow, Europe continues to keep pace with global technological advancements. The innovation and creativity being embraced and displayed by the Out of Home advertising industry, and the advertising industry as a whole, bodes well not just for clients and agencies but promises to continue to enrich and invigorate the consumer experience. The platform that dovetails most with advancements in technological innovation is digital Out of Home media and as with all emerging or nascent technologies we find that there are stages of growth that organically fortify the overall proposition. Digital OOH is settling into position after the shakeout of weaker suppliers and greater focus on digital OOH from the major players. With Kinetic helping growth, insights and innovation, the sector is set to accelerate across EMEA over the next few years. In EMEA, Germany and the UK dominate the overall market in digital OOH but spend is also growing internationally. Transport is currently dominating the sector but roadside is growing and retail is expected to grow at the greatest level in the next two years. Digital has dramatically transformed so many products and industries that it is only logical that it will also change OOH marketing. Many of our digital properties connect to the internet, and to mobile phones. Some screens recognise faces and gender and mood. Once a longterm evolutionary concept, this is now a reality with real potential for interactive value. The reality is that we’re already witnessing strong integration with new technologies with notable
examples particularly with the synergy of accessing social media and digital media on the go. As an industry we are starting to help understand the essence of digital OOH. This is about always being connected to the consumer, about being where they are and using technology to shape the decisions we make Out of Home. By choosing digital OOH, clients can customise their messages to location, circumstance, time of day and day of week. Beyond this, it can potentially reach specific viewers, whether through face-recognition technology or through interactive screens. The combination of mobile and digital OOH is already leading to instant interaction, digital coupons, branded content, games and apps as well as search. All of which will ultimately result in more engagement and a stimulus to purchase. QR codes, near-field communication (NFC) and location-based marketing all have a greater potential through the digital channel but are also impacting the traditional model. Even in a WiFi disabled environment the synergy between smartphone technology and Out of Home media is a compelling one. Brands are continuing to see the commercial benefits in investing in ways of communicating via smartphones and new technologies such as Augmented Reality which have given them creative channels of interaction. The Augmented Reality app market itself is expected to grow to $5151.74m by 2016, according to marketandmarkets research. The media we use has made the world around us more fractured and less linear. As people move through their day switching between media touchpoints and environments, the way brands vie for our attention has changed. One such way in which brands compete
for our attention, is to structure their message around content and the platform that allows them to share that content with the consumer. The dual emergence of social media and the smartphone continues to shape our lives and the way we consume media. The increasing technological mobility of the consumer has led to a boom in social commerce which is being fostered by the global rise of the smartphone. Current research points to the fact that we’re increasingly ready to make a purchase decision when out of the home with 140 million of us globally processing payments through our mobile devices in 2011.* Out of Home media has a real opportunity to capitalise on this burgeoning technological evolution as media owners the world over continue to create innovative solutions for brands through access to digital interaction in areas of dwell-time and brand relevance, bringing the path to purchase to new environments and key touchpoints in the consumer's day. There have never been more challenges but at the same time opportunities for the Out of Home industry but what is clear is that it's well placed to evolve, mature and embrace technology and the changing world we live in for years to come.
To find out more about the insights and innovations from Kinetic, follow @kineticww on Twitter
*Source: techcrunch
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innovations showcase
european guide to OOH
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Left to right, starting on the top row; Piri (UK), Sky (Italy), Colgate (UK), Audi (Ireland), ING (Spain), Union Investment (Germany), Chocomel (Netherlands), H&M (Turkey), Fosters (UK), M端ller (UK), Visa (Turkey)
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about kinetic
european guide to OOH
19
Kinetic Worldwide is the world’s largest planner and buyer of Out of Home media and the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. At Kinetic we pride ourselves on our objectivity and thought leadership. We have informed and up-to-date views on industry developments, consumer trends and the changing nature of media and we seek to stay constantly at the forefront of the fast-changing world of global communications. Our expertise and insight allows us to deliver solutions for our clients that achieve brand and marketing goals. If there is an effective way to communicate with people outside of their homes and on the move, we will seek to find it. Fully owned by WPP and part of the tenthavenue performance marketing division, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals. We have an ongoing commitment to understand and engage with people on-the-go. Kinetic has developed centres of excellence in digital and aviation media, research, insight and data, mobile marketing and OOH printing and production. We seek to maximise the impact of our clients’ investments through strategic thinking, proprietary tools, and the intelligent application of scale. Kinetic’s 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 strong partnerships with clients, agencies, suppliers, media owners and technologists. For more information about Kinetic, please go to www.kineticww.com
european contacts Andy Jonesco Chief Executive Officer, EMEA andy.jonesco@kineticww.com Nick Parker Trading Director, EMEA nick.parker@kineticww.com Hal Kayali Commercial Director, EMEA haldun.kayali@kineticww.com
Alessandro Mombelloni Chairman and Chief Executive Officer, Kinetic Italy alessandro.mombelloni@kineticww.com Dennis Kuperus Chief Executive Officer, Kinetic Netherlands dennis.kuperus@kineticww.com Enrique de Ocio Chief Executive Officer, Kinetic Spain enrique.deocio@kineticww.com Kathrin Petrow Managing Director, Kinetic Switzerland kathrin.petrow@kineticww.com Bahar Erdogan Chief Executive Officer, Kinetic Turkey bahar.erdogan@kineticww.com
Arnaud Vandenberghen Managing Director, Kinetic Belgium arnaud.vandenberghen@kineticww.com Thorston Ebbing Managing Director, Kinetic Germany (Düsseldorf) thorsten.ebbing@kineticww.com Ralf Stoffel Managing Director, Kinetic Germany (Frankfurt) ralf.stoffel@kineticww.com Simon Durham Managing Director, Kinetic Ireland simon.durham@kineticww.com
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belgium european guide to OOH
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belgium
media ownership
measurement
all formats
Source: Kinetic
The measurement system is the CIM traffic survey. 15,000 declarations have been collated from a representative panel of the Belgian population living in the 48 major cities. The itineraries of their mobility are measured through a probability model. Roadside billboards and CLPs have been geocoded on digital maps. The correlation between the two data sets provides figures such as cover, frequency and GRPs according to various target groups. This highly technical system is cost efficient but limited to 48 cities (instead of national) and do not include all sites (around 15% are not measured).
kinetic comment
Total value Outdoor media
transport
Clear Channel 36% JCDecaux 35% Think Media Outdoor 5% Lijncom 6% Others 13%
street furniture
JCDecaux 56% Clear Channel 44%
Clear Channel 54% Lijncom 40% JCDecaux 5% ATP 1%
The Belgian market is dominated by a few media owners; Clear Channel, JCDecaux & Belgian posters all have a combined 78% market share. However, the quality of the Out of Home inventory in Belgium is rated as one of the best globally. In term of formats, the number of roadside billboards is reducing but close to stabilising.
billboards
Belgian Posters 45% JCDecaux 21% Think Media Outdoor 21% Clear Channel 13%
european guide to OOH
The number of CLPs will grow thanks to the development of public contracts and the growing numbers of scrolling displays. The majority of formats are scrolling static sites.
Outdoor share (vs other media) Growth Year on Year
â‚Ź278m 8% +9.5%
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budget guidelines National campaign format type
size
no.panels
period
budget
CLPs
120 x 160cm
2,650
1 week
€ 288,215
Billboards
314 x 230cm 252 x 361cm 320 x 480cm
820
1 week
€ 329,000
format type
size
no.panels
period
budget
CLPs
120 x 160cm
1,797
1 week
€ 197,670
Billboards
297 x 1,160cm
80
2 weeks
€ 227,213
Megasites
180sqm
5
4 weeks
€ 185,000
format type
size
no.panels
period
budget
CLPs
175 x 118.5cm
300
1 week
€ 37,500
Billboards
314 x 231cm
40
2 weeks
€ 31,200
Megasites
9 H x 16 Wm
1
4 weeks
€ 38,000
Main cities campaign
Brussels campaign
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Transport 25% Food & Drink 17% Entertainment & Leisure 15% Services 12% Distribution 10% Telecoms 8% Retail 5% Beauty & Hygiene 5% Home & Office Equipment 2% Utilities 1% Source: CIM MDB
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france european guide to OOH
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kineticww.com
france
media ownership all formats
and particularly dominant in street furniture.
transport
JCDecaux 35% Clear Channel 26% CBS17% Médiatransports 16% Others 6%
Médiatransports 84% JCDecaux Airport 12% Clear Channel 5%
Source: Kinetic
street furniture
kinetic comment
JCDecaux 82% Clear Channel 18%
billboards
Share of OOH media is down 1.2% but the industry registers a 1.3% growth on its total value year on year. JCDecaux 34% Clear Channel 35% CBS 30% Affimext 1%
european guide to OOH
The OOH market in France is very extensive and has well organised networks across all formats. 83% of the population can be reached with Outdoor media. Sites are sold in networks on a national or local level for a period of seven days. The key large format sites are 3.2 x 2.4m which include scrolling backlights and 4 x 3m which are a mix of lit and non-lit billboards.
Large formats represent 55% of gross investment with a growth of 7.2%. Street Furniture represents 17% of the market with a doubledigit growth at +10.6% which outperforms the market. Transport represents 18% of the gross investment. JCDecaux is still the market leader
Digital OOH is progressing in the Parisian subway with Mediatransports. A total of 700 screens should be up by 2015. Also 550 screens were installed in16 railways stations throughout France by the end of last year. Megasites are heavily regulated and it's difficult to find these in cities outside Paris and Lyon. Transit media is well developed with good opportunities to wrap buses and dominate stations.
measurement Affimétrie - evaluates Outdoor using the following criteria; GRPs, frequency, coverage. 41 target groups can be analysed. NB: since Q4 2010 Affimétrie includes Parisian subway and buses. €1,204m
Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
10.2% +1.3%
Source: GroupM, Kinetic estimates
27
budget guidelines National campaign format type
size
no.panels
period
budget
CLPs
118.5 x 175cm
6,900
1 week
€ 509,000
Billboards
400 x 300cm/
4,435
1 week
€ 363,880
320 x 240cm
Main cities campaign Paris, Marseille, Lyon, Toulouse, Nice, Nantes, Bordeaux, Lille format type
size
no.panels
period
budget
CLPs
118,5 x 175cm
3,400
1 week
€ 309,206
Billboards
320 x 240cm
633
1 week
€ 106,000
format type
size
no.panels
period
budget
CLPs
118,5 x 175cm
650
period 1 week
budget € 189,000
Billboards
320 x 240cm
262
1 week
€ 153,960
Megalights
Various
1
28 days
€ 100k - 120k
Paris campaign
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
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germany european guide to OOH
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germany
media ownership period of 11 days.
transport
all formats
CLPs and Megalights are sold weekly. Ströer Group 44% awk 15% WallDecaux Group 14% Plakatunion 8% Schwarz 7% Degesta 4% Others 8%
Ströer Group 73% JCDecaux 8% Shiffmann 8% WLE 6% Others 7%
Source: Kinetic
street furniture
kinetic comment Ströer Group 48% WallDecaux Group 33% Degesta 10% Others 9%
Outdoor in Germany is highly fragmented, with many contractors owning various formats city by city.
billboards
Ströer Group 37% awk 27% Schwarz - Aussenwerbung 14% Plakatunion 14% P.O.S. Media 3% Others 6%
european guide to OOH
Several new formats emerged in 2010, these included: a DOOH media network in train stations across Germany; top billboard sites were converted to “premium billboards” by implementing high quality backlight and glass panels.
Campaigns are planned on a city by city basis, billboards line by line and Citylights in networks. Across all contractors the standard booking period for billboards is a 'decade' (10-11 days). The year is split into 34 decades, which alternates between a campaign period of 10 days followed by a
Megasites have become very mainstream in German cities. Citylight Column networks are found in some cities such as Berlin and Dusseldorf. Transport advertising is well developed in Germany. Poster sites can be found in the u-bahn, s-bahn stations and digital information screens can be found on platforms in key cities. Bus sides are formatted to the same size as the standard billboard size (356 x 252cm), making them a good complement to a billboard campaign.
measurement ma 2010 Plakat: Measures campaign performance across traditional Outdoor formats and against selected target groups. Formats included: Billboards, Megalights, CityLight-Poster (CLPs), Columns, CL-Columns. Provides data on coverage, OTS and GRPs. Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
€970m 3.8% +6.8%
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budget guidelines Main cities campaign; Berlin, Hamburg, Munich, Cologne, Frankfurt format type
size
no.panels
period
budget
CLPs
118 x 175cm
4,580
1 week
€650,000
Billboards
356 x 252cm
1,850
10 days
€486,000
Megasites
Various
2-3 per city
28 days
€500k - 1,000k
format type
size
no.panels
period
budget
CLPs
118 x 175cm
1,500
1 week
€220,500
Billboards
356 x 252cm
636
10 days
€165,300
Megasites
Various
2-3 per city
28 days
€200k - 550k per city
Berlin campaign
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Media 11% Drinks 11% Services10% Telecoms 9% Trade & Transmission 9% Other Advertising 8% Textile & Clothing 7% Tourism & Gastronomy 7% Auto Industry 6% Finance 5% Others 17%
Source: Nielsen
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ireland european guide to OOH
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kineticww.com
ireland - roi
media ownership all formats
Irish market. They hold the CIE (public transport provider) contract covering all CIE bus, rail and roadside advertising displays. It also has retail 6 sheets and large format.
transport
Bravo Outdoor 28% CBS Outdoor 14% Clear Channel 41% JCDecaux 12% Others 5%
Bravo Outdoor 92% CBS Outdoor 3% JCDecaux 5%
*Excludes transport internals
Source: Kinetic
street furniture
kinetic comment Bravo Outdoor 16% CBS Outdoor 18% Clear Channel 56% JCDecaux 2% Others 8%
Clear Channel holds the bus shelter contract for 6 sheets nationally. It also has 6 Sheet Adboxes at smaller convenience stores and also a plant of large format. CBS Outdoor has large format 6 sheets at shopping centres and supermarkets, as well as digital retail formats.
billboards
Bravo Outdoor 31% CBS Outdoor 13% Clear Channel 13% JCDecaux 38% Others 5%
european guide to OOH
Four main media owners operate in the Republic of Ireland:
Campaigns are bought using pre-packaged and line by line sites. Digital is still in its infancy in Ireland and accounts for just 2% of OOH spend. Digital formats available in retail and transport environments include: dPods from CBS in key shopping centres in Dublin and Transvisions from Bravo in four Dublin stations. Planning restrictions apply to new sites. The number of large format locations has dropped. Opportunities on 6 sheets and Transport are growing. Alcohol is restricted to 25% of any format per cycle. No alcohol advertising is permitted within 100 metres of schools or youth clubs.
measurement
JCDecaux holds the contract for Luas advertising (light rail transport system), it also has large formats and holds the Dublin City Council contract for Metropoles (similar to 32 sheets) and Metropanels (6 sheets) across Dublin city centre.
JNOR (Joint National Outdoor Research) provides Visibility Adjusted Coverage (VACs), Coverage, Frequency, GRPs and CPTs on roadside, travel, retail and external transport panels.
Bravo Outdoor is an independent Irish company set up by local management when Titan left the
Outdoor share (vs other media)
Total value Outdoor media Growth Year on Year
â‚Ź81m 9% -9%
35
budget guidelines National campaign (heavyweight) format type
size
no.panels
period
budget
CLPs
180 x 120cm
300
14 days
€82,500
Billboards
3,048 x 6,096cm
200
14 days
€160,000
Main cities campaign Dublin, Cork, Limerick, Galway, Waterford (heavyweight) format type
size
no.panels
period
budget
CLPs
180 x 120cm
250
14 days
€73,750
Billboards
3,048 x 6,096cm
120
14 days
€102,000
Dublin campaign (heavyweight) format type
size
no.panels
period
budget
CLPs
180 x 120cm
200
14 days
€59,000
Billboards
3,048 x 6,096cm
70
14 days
€70,000
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Entertainment & Media 20% Drink 19% Food 17% Telecoms 11% Retail 7% Finance 5% Government, Social & Political Orgs 5% Motors 4% Travel & Transport 3% Cosmetics & Toiletries 3% Others 6%
Source: Nielsen /OMA
kineticww.com
ireland - ni
media ownership all formats
No real digital networks are available in Northern Ireland.
transport
No planning restrictions apply. CBS Outdoor 20% Clear Channel 59% JCDecaux 17% Others 4%
CBS Outdoor 100%
Source: Kinetic
street furniture
kinetic comment CBS Outdoor 9% Clear Channel 80% JCDecaux 3% Others 9%
Clear Channel holds the bus shelter contract for 6 sheets. It also has 6 sheet Adboxes at smaller convenience stores and also large format. CBS Outdoor has large format 6 sheets at shopping centres & supermarkets which it's upgrading with new units, changing to scrollers and rolling out to new locations. It also holds the transport contract for Northern Ireland.
billboards
CBS Outdoor 11% Clear Channel 31% JCDecaux 47% Others 12%
european guide to OOH
Three main media owners operate in the Northern Ireland market.
JCDecaux has large format and new 6 sheet scrolling units at train stations in Belfast. Campaigns are bought using pre-packaged and line by line sites.
measurement JNOR (Joint National Outdoor Research) launched in NI in May 2010. It provides Visibility Adjusted Coverage (VACs), Coverage, Frequency, GRPs and CPTs on roadside, travel, retail and external transport panels. Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
â‚Ź23m 17% +0.1%
37
budget guidelines Belfast campaign (heavyweight) format type
size
no.panels
period
budget
CLPs
180 x 120cm
100
14 days
£25,000
Billboards
3,048 x 6,096cm
80
14 days
£32,000
NI Province campaign (heavyweight) format type
size
no.panels
period
budget
CLPs
180 x 120cm
150
14 days
£37,500
Billboards
3,048 x 6,096cm
150
14 days
£52,500
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Retail 22% Government, Social & Political Orgs 21% Drink 14% Entertainment & Media 10% Finance 9% Travel & Transport 7% Telecoms 5% Motors 4% Business & Industry 4% Food 3% Others 1%
Source: Nielsen /OMA
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italy european guide to OOH
39
kineticww.com
italy
media ownership transport
all formats
IGP Decaux 22% Clear Channel 17% CBS 9% PES IMA 4% Maxima 4% Others 44%
IGPDecaux 41% Grandi Stazioni 9% LDM 5% MediaOne 5% Other 40%
Source: Kinetic
street furniture
kinetic comment
Clear Channel 34%
Italian Outdoor is highly fragmented with many contractors offering multiple formats in each city.
IGPDecaux 20% Cemusa 4% PES IMA 5% Other 37%
billboards
Clear Channel 28% CBS 16% PES IMA 16% Maxima 9% IGPDecaux 6% Other 25%
european guide to OOH
Campaigns are planned on a city by city basis using approximately three contractors per city. A national campaign will normally incorporate sites from approximately 10 contractors. Around 55-60% of the population can be reached with a national campaign. The market leaders are IGPDecaux and Clear Channel. For 'static' OOH, the leader is Clear Channel, however for OOH in general including transit and airports, the leader is IGPDecaux. The main billboard formats used are 6 x 3m and 4 x 3m posters. These sites can be quite cluttered with poor levels of illumination. In Milan, only about 10-15% of poster sites are illuminated.
In recent years improvements have been made on street furniture, however the levels of illumination vary. In Rome, illumination levels are approximately 30-40% and in Milan about 70%. The format also varies in size. Advertisers looking for premium quality and standout regularly use Megasites. Megasites are excellent quality, usually illuminated and can be found in strong locations.
restrictions Tobacco – prohibited Alcohol (hard liquor) is restricted. Motorway sites are only allowed in service/rest areas.
measurement AUDIOUTDOOR - covers posters (6x3 and 4x3), big impact billboards and street furniture is owned by the following contractors: IGPDecaux, Clear Channel, CBS, A&P, IPAS and OPE in 51 main cities. Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
â‚Ź551m 6.2% -11.3%
41
budget guidelines Main cities campaign Milan,Rome, Naples, Turin, Palermo, Genoa format type
size
no.panels
period
budget
CLPs
120 x180cm
2,782
14 days
€ 686.500
Billboards
600 x 300cm 400 x 300cm
1,463
14 days
€ 754.500
Megasites
Various
1 per city
28 days
€ 500K – 800K
format type
size
no.panels
period
budget
CLPs
120 x180cm
940
14 days
€ 302.500
Billboards
600 x 300cm 400 x 300 cm
325
14 days
€ 164.000
Megasites
Various
1 per city
28 days
€ 170K – 200K
Milan campaign
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Clothing 13% Automobiles 11% Retail 8% Media 7% Tourism & Travel 7% Telecoms 6% Leisure 6% Professional Services 6% Government Institutions 5% Finance & Insurance 5% Others 26%
Source: Nielsen
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netherlands european guide to OOH
43
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netherlands
media ownership all formats
monopoles
CBS 38%
Interbest 84%
JCDecaux 29%
Clear Channel Hillenaar 15%
Clear Channel Hillenaar 18%
JCDecaux 1%
Centercom 11%
measurement
Others 3%
Source: Kinetic
street furniture
kinetic comment CBS 39% JCDecaux 28% Clear Channel Hillenaar 18% Centercom 12% Others 2%
billboards
JCDecaux 44% CBS 32%
In the Netherlands, both CLPs and billboards are sold in networks on a city by city and national basis, however it's possible to buy billboards on a line by line basis. Outdoor sites are heavily distributed in the west of the country in line with population concentrations. There are three key media owners; JCDecaux, CBS and Clear Channel Hillenaar. As all contractors have gaps in their inventory it's necessary to use three contractors to get full national coverage. JCDecaux only focuses on big cities (Amsterdam, Utrecht and Den Haag), while CBS has medium to small sized cities and the national railway concession.
Clear Channel Hillenaar 22% Others 3%
european guide to OOH
it's possible to advertise on trams in Den Haag and Rotterdam. Monopoles can be bought on a national basis. In addition, there’s a new digital monopole on the busiest highway in the Netherlands. Digital advertising has 3% market share, but continues to grow.
Megasites can be found in the four key cities in the Netherlands. Due to the introduction of a new fleet of trams, it's no longer possible to advertise on trams in Amsterdam. However
BRO is the name of the research study in the Netherlands. The research provides data on coverage, frequency, OTS, VAC, panel quality and GRPs. It is based on traffic counts, travel surveys and a visibility study. â‚Ź326m
Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
4.5% +6.3%
45
budget guidelines National campaign format type
size
no.panels
period
budget
CLPs
118 x 175cm
3,000
1 week
€ 370,200
Billboards
332 x 236cm
450
2 weeks
€ 260,000
Main cities campaign Rotterdam, Utrecht, The Hague format type
size
no.panels
period
budget
CLPs
118 x 175cm
1,200
1 week
€ 177,000
Billboards
332 x 236cm
95
2 weeks
€ 88,250
Mega sites
>100m2
6
2 weeks
€ 120,000
format type
size
no.panels
period
budget
CLPs
118 x 175cm
300
1 week period
€ 47,500 budget
Billboards
332 x 236cm
15
2 weeks
€ 16,500
Megalights
224m
1
2 weeks
€ 78,000
Amsterdam campaign
2
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Tourism & Leisure 14% Food & Drink 13% Telecoms 13% Retail 11% Transport 10% Media 9% Government, Education, Non Political Orgs 9% Fashion 5% Finance 4% Personal Care 4% Others 8%
Source: Nielsen kineticww.com
spain european guide to OOH
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spain
media ownership all formats
transport
JCDecaux 32% Clear Channel 19%
JCDecaux 38% Publimedia 62%
Cemusa 20% Publimedia 14% CBS Outdoor 6% Others 9%
Source: Kinetic
street furniture
kinetic comment Clear Channel 23% Cemusa 37% JCDecaux 34% Others 6%
National campaigns are usually bought through media agencies and are negotiated separately from regional campaigns as they require a higher investment. Therefore, in these cases it's easy to achieve further discounts (in money or in terms of free networks for the client). The following contractors can be used nationally: JCDecaux, Clear Channel, CBS Outdoor and Cemusa. Both CLPs and billboards can be planned and bought on a national basis.
billboards
CBS Outdoor 36% Clear Channel 34% JCDecaux 21% Others 9%
There are sizeable seasonal cost variations; with discounts of up to 25% in August on top of the traditional 15% AC. Further useful information: Madrid and Barcelona generally are sold together,
european guide to OOH
only depending on last minute availability, although each city can be bought separately. Spain is divided into 17 independent communities with different OOH codes. Sometimes one legislation is not the same in every community. The main six markets are: Madrid, Barcelona, Valencia, Bilbao, Zaragoza and Sevilla. Digital advertising has 3% market share, but has been growing steadily for the last two years.
measurement Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
â‚Ź403m 7.3% -4.3%
49
budget guidelines National campaign format type
size
no.panels
period
budget
CLPs
120 x 175cm
3,570 - 3,814
1 week
€513k - €533k
Billboards
800 x 300cm
1,100 - 1,500
2 weeks
€340k - €464k
Backlights
800 x 300cm
225 - 230
2 weeks
€230k - €373k
Main cities campaigns ; Madrid, Barcelona format type
size
no.panels
period
budget
CLPs
120 x 175cm
1,015 - 1,563
1 week
€235k - €263k
Billboards
800 x 300cm
362 - 474
2 weeks
€112k - 146k
Backlights
800 x 300cm
76 - 125
2 weeks
€100k - 203k
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total 00H spend Entertainment & Leisure 15% Telecoms 13% Distribution & Catering 12% Motors 11% Drink 10% Public & Private Services 8% Beauty & Hygiene 7% Transport, Travel & Tourism 5% Textiles & Clothes 4% Finance 4% Others 11%
Source: Infodex (part of Kantar Media)
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sweden european guide to OOH
51
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sweden
media ownership which are Eurosize (118.5 x175cm), Pillars (138 x 192cm) and billboards (417 x 292cm). Clear Channel also has city bicycle stands, phone booths, advertising on the Stockholm Underground and on buses in 17 cites.
transport
all formats
Clear Channel 66%
Clear Channel 85%
JCDecaux 33%
Wall Street 15%
Global Agencies 1%
street furniture
Clear Channel 50% JCDecaux 45% Wall Street 5%
Source: Kinetic
Billboards are sold in networks and it's not possible to buy Stockholm only.
kinetic comment
Digital screens can be found in Stockholm and in bars and cafĂŠs in the top three cities.
The Swedish OOH market is dominated by two key contractors; Clear Channel and JCDecaux. Both contractors have national coverage and can deliver national campaigns across 70 Swedish 'A-regions' with glued pillars and 65 A-regions with billboards. Clear Channel has broadest coverage and can deliver campaigns in cities with less than 20,000 inhabitants.
billboards
The capital, Stockholm is the only city in Sweden with an Underground, which handles over 1m passengers a day.
Eurosize (118.5 x 175cm) is offered by both suppliers and JCDecaux covers the 20 most important cities including Stockholm, Gothenburg and Malmo.
In Sweden there are three main cities, Stockholm, Gothenburg and Malmo. Please note that Stockholm and the two other main cities are quite small, so in some cases one or a few large format banners or a small network offer sufficient coverage.
measurement Outdoor Impact is a planning tool and estimates reach and frequency which make CPT negotiations possible.
Clear Channel 50% JCDecaux 50%
Clear Channel has strong coverage in both large and small cities. There are only three key formats in Sweden
european guide to OOH
Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
â‚Ź133m 4.2% +1.5%
53
budget guidelines National campaign format type
size
no.panels
period
budget
Abribus
Dep on the site
1,450
1 week
1,782,500 SEK
Premium Stockholm
Dep on the site
75
1 week
388,700 SEK
format type
size
no.panels
period
budget
Premium Stockholm
Dep on the line
150
1 week
688,850 SEK
City Premium site Pack Large format
Dep on the line
15
2 weeks
950,000 SEK
Stockholm campaign
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
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switzerland european guide to OOH
55
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switzerland
media ownership all formats
Transport media has undergone several changes within the last few years. Formats from different cities have become more standardised, which makes it simpler to buy national campaigns.
transport
APG-SGA Traffic AG 50% Basler Verkehrs-Betriebe 10% TPG Publicité SA 17% Verkehrsbetriebe Zürich 23%
APG 70% Clear Channel Outdoor 29% Others 1%
Figures based on Kinetic SoV spending
street furniture
kinetic comment
APG 80% Clear Channel Outdoor 19% Others 1%
APG holds the contract for railway stations and their sites are mostly located on official grounds, as they have contracts with the communities and cities, whereas Clear Channel Outdoor has more sites on private land.
billboards
APG 66% Clear Channel Outdoor 33% Others 1%
european guide to OOH
The Swiss OOH market is dominated by two contractors; APG and Clear Channel Outdoor. The quality of sites is high as the number of sites has been reduced in recent years to improve quality.
CLPs can almost exclusively be bought in networks - billboards are either available in networks or line by line. The megaposter offerings differ from city to city. There are many good locations available in Zurich and Basle, whereas in Geneva, megaposters on the streets are prohibited.
measurement SPR+ (Swiss Poster Research Plus) is the name of the poster research study in Switzerland. The study is based on GPS research data and makes it possible to provide media performance data of individually planned poster campaigns (only roadside and railway stations - no point of sale campaigns). SPR+ delivers coverage, OTS and GRPs and it provides performance data for the panels of both important contractors, APG and CCO (even if CCO do not support SPR+). Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
€501m 15.5% -10%
57
budget guidelines National campaign format type
size
no.panels
period
budget
CLPs (Big9)
119 x 170cm
550
7 days
CHF 241’000
Billboards (Big18)
268.5 x 128cm
1,140
14 days
CHF 563’000
format type
size
no.panels
period
budget
CLPs (Big5)
119 x 170cm
410
7 days
CHF 185’000
Billboards (Big5)
268.5 x 128cm
650
14 days
CHF 350’000
Main cities campaign
Capital city campaign (Zurich) format type
size
no.panels
period
budget
CLPs (Big5)
119 x 170cm
410
7 days
CHF 185’000
Billboards (Big5)
268.5 x 128cm
650
14 days
CHF 350’000
Megasites
div.
28 days
CHF 30’000 – 100’000
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Automotive 17% Initiatives & Campaigns 11% Leisure, Sport & Tourism 7% Clothing 7% Events 7% Food 7% Finance 7% Telecoms 5% Retail 5% Manufacturing & Industry 5% Others 22%
Source: Nielsen (MediaFocus) kineticww.com
turkey european guide to OOH
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turkey
media ownership all formats
Wall won the tender of Kadikoy, as a result, it increased its CLP networks from 600 to 680 panels.
transport
Ströer 38% Clear Channel 13% Wall 12% Square Group 8% Portline 4% Karma 3% Others 22%
Clear Channel 39% Portline 25% Media Pano 13% Ströer 8% Saha Media 4% Others 11%
Source: kinetic
street furniture
Ströer 37% Wall 25% Clear Channel 17% Sehir Isiklari 7% Karma 5% Others 9%
billboards
Ströer 60% Wall 11% Sehir Isiklari 9% Karma 4%
european guide to OOH
Clear Channel has completed the application for 450 bus stops which have been specifically produced for narrow pavement areas. There are 700 panels in total.
kinetic comment
Media Pano won the tender for Bati Atasehir and they've started marketing lightboxes in this area.
The key media owners are international companies such as Ströer, Wall and Clear Channel.
Medya Pano has purchased the rights for advertising on electricity poles.
These international companies have invested heavily in Outdoor which in turn has seen great improvements in quality. Outdoor TV, which belongs to Fors Medya, won the tender for the Istanbul Municipality and has planted twelve LED Screens in Istanbul. Karma Media won the tender for the cities of Hatay and Iskenderun. These areas were marketed by a company called Sehir Isiklari previously.
Clear Channel 3% Others 13%
Istanbul megalights which were marketed by Ströer, have started offering weekly packages. Before that, the megalights were being sold on a monthly basis.
Ströer is passing on the contracts in Adana Seyhan, Ceyhan and Osmaniye to Karma Media.
measurement Clear Channel, Ströer Kentvizyon, Wall, Outdoor Advertisers Association and the Association of Advertisers Monitoring Research Council are planning to finalise the contract with the research company in 2012. The audience measurement system is scheduled for release in early 2013. Total value Outdoor media
€134m
Outdoor share (vs other media) Growth Year on Year
7% +21%
61
budget guidelines Main cities campaign Istanbul, Ankara, Izmir format type
size
no.panels
period
budget
CLPs
118,5 x 175cm
24.428
1 week
5.758.456,00TL
Billboards
Various
10.103
1 week
6.161.795,00TL
Megalights
Various
2.230
1 week
2.114.300,00TL
format type
size
no.panels
period
budget
CLPs
118,5 x 175cm
12.700
1 week
2.435.400,00TL
Billboards
356 x 252cm
6.299
1 week
4.409.300,00TL
Megalights
Various
1.216
1 week
1.291.300,00TL
Istanbul campaign
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Telecoms 18% Government, Social & Political Orgs 11% Retail 8% Entertainment & Leisure 8% Media 7% Finance 7% Food 6% Textiles 5% Retail 4% Manufacturing & Industry 3% Others 23%
Source: Nielsen (Adex)
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uk european guide to OOH
63
kineticww.com
uk
media ownership all formats
basis for periods of 14 days.
transport
JCDecaux 31% Clear Channel 21% CBS Outdoor 27% Primesight 8% Others 14%
JCDecaux 24% Clear Channel 1% CBS Outdoor 68% Primesight 1% Others 6%
Source: Kinetic
street furniture
kinetic comment
JCDecaux 24% Clear Channel 61% CBS Outdoor 0% Primesight 14.4% Others 0.6%
billboards
JCDecaux 37.9% Clear Channel 23.7% CBS Outdoor 0% Primesight 36.1% Others 2.2%
european guide to OOH
Megasites (known as banners in the UK) can be found in the key cities and are sold on a monthly basis. CBS Outdoor has the contract for London buses and the London Underground. Nationally, CBS have a 95% share of bus advertising and Adverta have 5%. JCDecaux control 75% of the national rail market.
restrictions
A strong and mature market across all formats with continuous investment and innovation, especially in the digital arena (17% of revenue).
There is no advertising code, but there is a policy of self-regulation.
95% of the UK’s top 100 advertisers use OOH. The key growth categories are entertainment, motoring, finance and food.
Alcohol is self-regulated. Tobacco is banned. Nudity is prohibited and religious content is subject to approval.
Despite the volume of sheetage and consolidation across the Outdoor market, a national campaign should not be bought solely through one contractor as the distribution of sites and audience delivery needs to be factored into the planning process. Environment and audience are the core considerations when planning an OOH campaign.
Car advertising should include details on fuel consumption and CO2 emissions.
There are consistent format sizes which can be used both nationally and regionally – 6 sheets, 48 sheets, 96 sheets and bus T-sides being the most common formats. Sites are sold on a line by line
measurement POSTAR - provides data on coverage, frequency, OTS, panel quality, GRPs. It is based on traffic counts, travel surveys and a visibility study. Total value Outdoor media Outdoor share (vs other media) Growth Year on Year
£886m 9% +1%
65
budget guidelines Main cities campaign format type
size
no.panels
period
budget
6 sheets
120 x 180cm
5,000
2 weeks
£600,000
48 sheets
305 x 700cm
2,000
2 weeks
£640,000
96 sheets
305 x 1219cm
500
2 weeks
£425,000
T- sides
611 x 66cm
2,345
2 weeks
£480,000
*Gross costs for top line planning purposes only. Please contact Kinetic for individual campaigns and detailed proposals
% of total OOH spend Entertainment & Leisure 19% Telecoms 11% Retail 7% Finance 7% Drink 7% Motors 6% Food 5% Travel & Transport 4% Government, Social and Political Orgs 3% Media 2% Others 29%
Source: Nielsen
kineticww.com
european guide to OOH
kinetic 121-141 Westbourne Terrace London W2 6JR t +44 (0)20 7544 4600 f +44 (0)20 7544 4601
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