A definitive insight into the Irish Out of Home industry
08
June 12
viewpoint
the space
news updates
Gavin O’Doherty from IDL Pernod
the digital ooh perspective
Ricard shares the OOH campaigns that
Bravo Outdoor and CBS Outdoor outline
from the OOH industry
captured his attention in 2012
the benefits of Digital OOH and what the future holds
Interesting news and campaigns
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introduction Welcome to the latest edition of Viewpoint 2012 started off on a slightly disappointing note partly caused by this year’s Outdoor calendar commencing on December 26th. This resulted in decreased spend for Q1 year on year, approx -20% according to Nielsen/OMA. However, when we look at the combined spend for Q1 & Q2, gladly we can report a much improved situation.
Simon Durham Director, Kinetic Ireland simon.durham@kineticww.com
Out of Home has benefited from some very large multiformat campaigns so far this year– the rebrand of Liberty Insurance, the launch of Laya Healthcare and Emirates’ “Hello Tomorrow” campaign to name a few. Emirates, in particular, continue to use Outdoor following their launch campaign late last year. They ran in Cycles 8 & 9 and have incorporated a wrapped LUAS as part of their campaign. It is worth noting that JCDecaux‘s wrapped LUAS has sold well this year with HB Magnum and the Northern Ireland Tourist Board wrapping a tram on the red and green lines respectively. A number of new clients are expected to hit the LUAS tracks in the coming months! It is encouraging to see that the FMCG sector continues to use the medium. Of particular note, HB has been very active with a bright and appealing campaign for their product range. Campaigns from Kerry Foods for Denny Ham and Sausages have been noteworthy. The Point of Sale medium continues to attract spend - not only the traditional 6 sheet format but also ambient in the form of Trolley Handles, Floor Graphics, C-Ads and SuperValu Scrollers which have proved popular with clients looking for a sales uplift and return on investment. The OOH industry has also benefited from the multiples launching their own label ranges – Tesco, SuperValu and Lidl have invested to educate consumers on these products. The upcoming EURO 2012 and the Olympics have added spend from brands such as Carlsberg, 3 Mobile, Visa, Cadburys, Coca-Cola and Powerade which again has given Out of Home a boost. Digital is still a major buzz word in Out of Home and 2012 has seen some major developments. CBS unveiled their new dPods at the Pavilions S.C. Swords. The dPod format has found favour with clients who like the flexibility and quality that digital OOH offers. CBS expect to launch in more key locations throughout 2012. Furthermore, select locations of the SuperValu Scroller network have been updated to digital panels and animated content is now a possibility at these locations. This issue of Viewpoint focuses particularly on DOOH and Bravo Outdoor and CBS Outdoor have shared with us their predictions for the future of Digital. Looking forward to Q3, the market is still operating on increasingly short lead times. However, there is a lot to be positive about. A number of blockbuster movies are set to hit the cinemas such as The Dark Knight Rises and The Amazing Spider-Man. New car launches and also the traditional back to school spend associated with Q3 will help. In summary, at the half year stage we estimate that the market will be down 10% year on year but a strong Q2 has helped the medium to regain some of the Q1 losses. If we could manage a win at EURO 2012 and some Olympic medals who knows what lies ahead!
A definitive insight into the Irish Out of Home industry
the space For this edition, Gavin O’Doherty of Irish Distillers - Pernod Ricard shares his views on some of the posters that grabbed his attention so far this year • Brancott ‘Curious?’ - Golden Square I must declare a vested interest here as Brancott is one of our brands. However, I do
Gavin O’Doherty Irish Distillers - Pernod Ricard
think this is a very innovative campaign which may not say everything about the Brancott brand a ‘traditional’ ad might say, but it did spark a level of curiosity and interest which is the cornerstone of the brand. It was also innovative in the way the QR code was made from a range of different food products. It clearly demonstrated that people ARE curious about advertising and willing to engage when their curiosity is sparked.
• Dairygold ‘Scoop, Dollop & Melt’ - 240 Sheet Brilliant, high impact , simple campaign which clearly utilised the strengths of
outdoor to maximise the message. The campaign provided clear new uses for the brand in a very engaging and impactful way. The simple use of consumer language such as ‘dollop it / melt it’ increased the relevance and appeal of the campaign. Simple to understand, new use message and highly engaging concept.
• Heineken ‘The Full Back’ - 48 Sheet Very engaging campaign for Heineken which very simply highlights the brand’s
relevance and understanding of its Heineken Cup Sponsorship. Despite not overtly telling the consumer much about the product, the use of the perfectly appetising pint ensured prolonged engagement from a viewer’s perspective. Simple idea, executed brilliantly with the product central to the idea.
• HB Classics ‘Summer’s on the way’ - 48 Sheet On what is probably one of the most difficult briefs in outdoor creative, the ‘Summer
ice Cream’ Campaign for HB continues to seek out your inner child and enjoy a classic ice cream (no matter what the weather). I love this bright, happy campaign which features your childhood favourites and ensures the inner impulse consumer gets heard loud and clear. I have actually heard myself saying ‘I need to detour to get petrol’ after seeing this campaign. Non-weather dependent but packed with memories and positive insight. Love it!
• The Muppets ‘Movie Animal’ - Citylight This is a little selfish indulgence - as it is one of the campaigns which immediately
stuck out for me (as I was an Animal fan!!). I think they did a great job in not over creating this outdoor concept for the Muppet movie. The simplicity allows for the Dads & Mums who loved the Muppets when they were kids, to immediately engage with the poster and drive engagement. You don’t have to know what the movie is about, you don’t have to be shown some of the scenes from the movie - the Muppets have brought out a movie - that is good enough for me! If asked I will tell people it was for my kids, but in reality I wanted to see the movie! www.kineticww.com
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digital ooh ‘the bravo perspective’ advertisers and strongly equips us when targeting budgets from other forms of media. Furthermore, by expanding the Transvision offering to all the main cities later on this year, we will be able to offer advertisers a truly national, large format digital network.
Aidan O’Dwyer Bravo Outdoor We in Bravo are proud to have the only network of large format digital screens in Ireland located in Connolly, Heuston, Pearse and Bus Aras stations. Towards the end of 2011, we introduced a new level of flexibility to our Transvision offering by making it available to advertisers on a daily and even day-part basis. Having analysed the UK market, it quickly became apparent that selling Digital Out-of-Home purely on a cyclical basis does not promote the real benefit of the format. As many limitations as possible should go out the window, DOOH should be treated as another element of the overall media mix and this is what we are striving to do with Transvision. The proposition of selling the format on a daily and day-part basis has given it a new lease of life and has very quickly shown how flexibility is key when it comes to DOOH. This has opened up the medium to a raft of non-traditional Outdoor
clients in-station product sampling alongside Transvision advertising. In the UK, they have even coined the phrase ‘Dexperiential’ which is a combination of DOOH and experiential activity.
To date, some of the best examples of how the flexible nature of Transvision Yes, DOOH can be used as part of a works for clients can be seen with traditional Outdoor campaign but as the LVA, Vaseline and Deep River a medium, it can offer advertisers so Rock campaigns. Across February and much more. March, the LVA specifically Due to the targeted potential pub We introduced a new ability to book goers on Wednesday and level of flexibility to our and upload ads Thursday lunchtimes as Transvision offering by at very short well as straight after work notice, DOOH on the same evenings. making it available to can be used as advertisers on a daily and Deep River Rock ran a 4 a responsive day campaign, utilising even day-part basis. medium. It a specially designed St can also allow Patricks Day message advertisers to talk to their target market to coincide with the large volumes at the most relevant times of day. of commuters passing through the Combining such day-part activity with stations around the St Patricks Day a hugely captive commuter audience festival in Dublin city centre. opened up the opportunity to offer Earlier on in the year, Vaseline cleverly engaged in thermal marketing by only advertising their new Cocoa Butter Lipbalm when the temperature dropped below 4 degrees. In addition to these examples, we are currently working on some really
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A definitive insight into the Irish Out of Home industry
exciting Irish media firsts which we look forward to bringing to fruition in the second half of 2012.
Connolly station. Average weekday contacts were just over 99,000 with average weekend contacts slightly lower at 95,260. Despite significantly higher passenger numbers on weekdays, longer dwell times and a more relaxed commuter leads to increased engagement with the screen at weekends.
Almost 50% of contacts were from the Coinciding with the launch of 25-34 year old age group, with males ‘Transvision Daily’, Bravo and Kinetic slightly edging females in terms of total came together to bring a piece of contacts. Men were more likely to view research to the Transvision marketplace in the early We are still lagging way which morning rush behind in terms of available investigated from 7.30 digital networks but commuter – 10.00am demographics as while women there have certainly been well all aspects of engaged more movements in the right their engagement in the evening direction over recent months. with the commute Transvision screen from 4.30 in Connolly station. A camera with built – 7.00pm. In the UK, a similar piece in face-tracking capabilities was placed of eyeball-tracking research carried on the screen and provided contact out by Kinetic in the London Bridge numbers from commuters passing rail station showed that a digital ad through the station over the course of a was twice as likely to be viewed as four week period in September 2011. the static equivalent and the length of engagement was also 60% longer. This The key findings of the research would indicate that animated digital ads revealed that there was an average deliver approximately 3 times the level of over 685,000 contacts per week in of engagement as the static equivalent.
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For the 1st Quarter of 2012, DOOH accounted for 4% of overall Outdoor revenue in the Republic of Ireland, a marked improvement from a virtually non-existent base for the same period in 2011. However, to put that in perspective, DOOH now makes up almost 17% of all Outdoor revenues in the UK and this figure could hit 20% by the end of 2012 which strongly reflects advertisers’ increasing adoption of new technology in their outdoor campaigns, more interactivity and connectedness with social media, as well as continued investment by media owners in new plant. All in all, we are still lagging way behind in terms of available digital networks but there have certainly been movements in the right direction over recent months. As more and more client briefs receive direction from the UK, there will be growing demand to include a DOOH element as part of campaigns. However, we need to develop relevant networks over the coming months. Advertisers simply won’t place budgets on digital formats that don’t make strategic sense. If we don’t develop these networks then Outdoor will miss an opportunity to claw back lost market share in what we know is an ever evolving marketplace with extremely tough trading conditions. www.bravooutdoor.ie
Did you know? Our Kinetic Create department can help with your digital campaign. We can animate existing content, develop creative concepts and much, much more. Contact laura.geraghty@kineticww.com for more details www.kineticww.com
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digital ooh ‘the cbs perspective’ other media. Digital’s ability to provide for immediacy, targeting by consumer/ audience type and higher levels of engagement have added value to the medium. DOOH networks can offer advertisers and agencies a dynamic, flexible medium capable of delivering brand building reach, direct response and social engagement. 87% of consumers who were surveyed in our recent Digital Research Study stated that they would like to interact with DOOH via their mobile phones. (Source: Colin Leahy CBS Outdoor In the context of the history of Out of Home advertising, Digital Out of Home (DOOH) is in its infancy in Ireland. It is also clear that DOOH is quickly establishing itself as a meaningful opportunity for advertisers. The response, demand and support from advertisers, agencies and specialists to our digital formats and networks to date is testimony to this. The growth and strength of DOOH is part of the significant growth in mobile communications, internet connectivity and the digitization of
shopping with 40% spending up to three hours in the centres. These locations allow advertisers to display dynamic and animated advertisements CBS Outdoor/iReach Oct 2011). to consumers when they are in a particular The growth in DOOH is The growth in mindset and more not just about digital for likely to make impulse the sake of digital but DOOH is not just buying decisions. 80% the environment where about digital for the of respondents to the displays are located. To date the growth of sake of digital but our Digital Research agreed that the CBS digital displays has mainly the environment Outdoor dPods played been in specific locations or destinations where where the displays a part in influencing their purchasing there is dwell time. The are located. decisions. Consumers majority of these sites are see digital displays as in enclosed environments eye-catching, innovative and forward such as shopping malls, rail hubs, thinking and believe that they improve retailers and airports. Over half the visitors to our digital malls are spending advertiser brand appeal. (Source: CBS Outdoor/iReach research Oct 2011). an average of 2 hours browsing and
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A definitive insight into the Irish Out of Home industry
ads, and wall domination incorporating traditional vinyl. Challenging clients and agencies to consider location relevant campaigns and to develop campaigns tailored to maximise the potential impact the benefits that DOOH can deliver is a priority as DOOH grows. When budgets are tight and advertisers and clients are opting for safer creative and media strategies I would encourage clients, agencies and specialists to work closer with media owners to be more adventurous and explore the potential of DOOH.
Over the next few years you will see the digital networks are not too different continued expansion and investment to magazine or press ads that have by media owners in these networks been slightly animated. Campaigns in enclosed environments. Later this specifically designed for DOOH are so year, CBS Outdoor will be announcing much stronger than adaptations. Some new additions examples of this to date to our growing have been campaigns Later this year, premium digital for advertisers such as CBS Outdoor will network. The Diageo, Warner Bros, development of Cadburys and Vaseline be announcing new roadside DOOH where these clients networks will be additions to our growing used the flexibility of a more complex premium digital network. the medium to provide process. One of the main reasons for this is the more memorable enforcement and restriction by local content that authorities of planning codes but in the incorporates current environment where budgets are interactivity, being reduced and with demands even time of day, day greater, these financially challenged of week and local authorities will, in my opinion, immediacy of the need to re-appraise the value that OOH medium to great media owners can provide. effect. Our DEP formats allow for While some campaigns are exploring sequential copy the capabilities and opportunities to appear on the that DOOH offers, it is fair to say screens, seen in that many campaigns running on the Sony Bravia
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As I mentioned at the start of this article, DOOH is in its infancy but its future is strong. Digital has dramatically transformed so many products and industries that it is only logical that it will have a significant impact on OOH. DOOH can and will enhance the media mix. To reach its full potential, like any medium, it needs to be integrated with other networks, other media and with people as they go about their daily lives. It is not here to replace any media, it offers advertisers a solution – explore the possibilities. www.cbsoutdoor.ie
Did you know? Kinetic are running a series of in-house digital workshops to help you get the most from your DOOH campaign. Contact grainne.dilleen@kineticww.com for more information www.kineticww.com
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news updates Comfort looks and smells great!
To highlight Comfort’s new range of fabric conditioners which have 100% more fragrance in every drop, Unilever added an aromatic element to their campaign! Alongside fitting room panels and A4 cards, scented hanger tags ran in selected Dorothy Perkins stores. Planning and buying was from Mindshare and Kinetic.
Snow White & the Huntsman’s fantasy OOH
The epic action-adventure Snow White & the Huntsman takes a modern twist on the classic fairy tale. Universal Pictures used a number of OOH innovations to add a further eye-catching element to the campaign. In a media first, the pedestrian tunnel at Connolly Station incorporated a ceiling wrap as well as the vinyl on the side walls. Other innovations featured were wrapped ticket barriers at Connolly & Heuston, four floor to ceiling arches at Heuston alongside the 96 Sheet between the arches, Citylight Contravisions and the branded Digiwall and DEPs at Tallaght S.C. The specials ran alongside Tsides, Golden Squares and dPods. Planning and buying was from Mediacom and Kinetic.
CBS Outdoor wins Croke Park and GAA contracts
CBS Outdoor Ireland has retained its contract to manage and operate the advertising infrastructure and the entertainment channels at Croke Park. This will include managing and operating the big screens and internal TV system in Croke Park for match day and non-match day events. Signage within the stadium includes static, rotational and digital formats.
kinetic 31 Ballsbridge Terrace Dublin 4 t +353 (0)1 668 1822
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