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global digital out of home handbook kinetic’s overview of the global digital out of home marketplace in association with
contents introduction to the global DOOH marketplace 04 digital accountability 07 creativity in digital OOH 10 global marketplace global digital OOH: a kinetic perspective global digital OOH: the marketplace global digital OOH showcase
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Asia Pacific country overviews 24 media owners 26 environments 28 EMEA country overviews 33 media owners 37 environments 41 US country overviews 46 media owners 47 environments 48 about kinetic worldwide 53 about the screen 54 ahead of the curve 55
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introduction to the global DOOH marketplace Digital Out of Home has been on the cusp of changing the entire Out of Home advertising industry for nearly a decade but it is only in recent years that the technology has started to fulfill its potential. A surge of interest in the concept has led to a flood of new digital media owners opening their doors but after much experimentation and technology reinvention, only 20% of those who were in business four years ago remain in existence. Problems overcome and concepts embraced Digital OOH has had its problems, most notably an absence of a standardised measurement body, at least until the creation of OVAB (Out of Home Video Advertising Bureau Europe); a lack of standardisation, isolated networks, bad metrics, over-promising and content mismatches all contributed to a headache for digital OOH, dampening the hype that initially surrounded the medium. But the key issue has been early adopters not maximising the advantages of digital or using the medium properly. This in no way means the medium has reached the end of its potential. On the contrary, 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 all now a feature, the sector is set to accelerate over the next few years. A constantly evolving technology 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. What happens when our digital properties connect to the internet, and to mobile phones? And then when these screens start recognising faces? Once a long term evolutionary concept, this is now a reality. Admittedly that situation is a long way off but what do we need to do as an industry to make the most of the situation? First, we need to understand the essence of digital OOH. This is about always being connected to the consumer’s situation, about being where they are, doing what they are doing, understanding where they are going and knowing what they want. In other words, it’s about situation marketing.
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introduction to the global DOOH marketplace Kinetic’s USP as a lifestyle and environments network means we are constantly seeking to understand how digital can transform Out of Home and connect with the smart consumer. Impact comes from a brand using the best circumstances in a relevant situation, such as an iconic location or a bright, eye-catching format. Uniqueness comes about from OOH responding with immediacy. We have now created many examples where the relevance of the moment can impact the consumer immeasurably. Every ad medium is consumed in a different state of mind and the key to success for media agencies lies in understanding these differences. TV is something you experience passively, from a distance, the internet is something that engages you, mobile is a very personal medium but digital OOH is different from all these: it is your 3D environment, specifically about the situations you experience. It is certainly not close to television outside the home. Changing the way consumers think 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. Before long digital OOH will no longer be seen as something special; it will be the norm. People will be able to interact with OOH using their mobile phones or smart phones, combining two of the fastest growing advertising mediums in the world. 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 will more effectively stimulate people into buying products. A call to action via SMS, votes, polls, sweepstakes, competitions and promotions as well as call-back requests and text-for-info will be run of the mill, as well mobile coupons, rich content such as ringtones, mobile internet sites and social interaction via mobile. QR codes, near-field communication and location-based marketing all have a greater potential through the digital channel.
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introduction to the global DOOH marketplace At Kinetic, we do not underestimate the potential that digital OOH can offer advertisers. That is why we know all there is to know about the pros and cons of different sizes, positioning, environments, situations and appropriate content. The screens might look great but that does not mean they can be installed anywhere and people will look. Every aspect of the screen’s creation has to be absolutely right or else the effect will be lost. Digital can enhance the media mix, adding unique offerings to existing media or catalyzing or extending an existing campaign. We think digital OOH works better when it’s integrated with other networks, other media and with people’s daily lives. Without that integration digital OOH will never reach its potential. It is not there to replace any media and so exists in many ways to offer a solution, not just a channel. Creating a shift in industry behaviour To that end, and to understand the potential of digital OOH, we must stop thinking about media and start developing solutions that market a certain situation in the best way. Brands can use our expertise as a lifestyle and environments network to create stronger marketing strategies. Agencies that do not differentiate between different situations will never allow their clients campaigns to reach their full potential. For example, they must recognise that a visitor in a waiting room is totally different to an underground commuter and a Monday morning Heathrow arrival from Berlin is in a different mindset and shopping potential to a Monday afternoon arrival from Alicante. Likewise, a supermarket’s 10am grocery shopper is different to a 7pm shopper. Kinetic has the research and insight, globally, to understand these movements and mindsets and are applying this understanding across our planning briefs. Kinetic is an global operation and we acknowledge that digital OOH is at a different stage in each of the markets in which we operate. This is why we are working hard to assess the best way to approach digital OOH such that we can develop and progress the concept in every region. We are committed to ensuring digital remains on course to become one of the fastest growing and most exciting mediums.
Dennis Kuperus Digital Director EMEA Kinetic
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digital accountability Background With digital OOH revenue accelerating in the last few years, consumer engagement and expectation has been heightened, whilst clients have sought a more accurate understanding of how it engages people and attracts attention, as well as how it leads to action and interaction with brands. Kinetic, for one, has been very actively engaged in researching the medium through eye and face tracking techniques as well as client projects and understanding the interface with social media. Others have been equally productive and such insights have helped drive further media owner investment and client interest in the medium – particularly towards the trial and use of more interactive media deployment. Consumer perception of Digital OOH In order to gain a clearer picture of consumers’ attitudes towards digital posters and their propensity to interact with them, Kinetic has conducted consumer research into consumer perception of the medium. The results provide strong indications that not only do most people like digital posters, but they can already see the potential for a profound shift in the traditional role of posters, from that of broadcast medium to a medium that actively or passively engages consumers either directly or via their mobile phones. The potential to be entertained or to access retail promotions are the two most immediate attractions to digital posters. Around half of consumers said they would download money-off vouchers for retailers from digital sites to their mobile phone. We also found that consumers think digital posters could be beneficial to people in locations where they are waiting to travel or for services, while 40% said interacting with posters are a great way to pass the time while travelling. Digital screens could become a focal point for other forms of content; there is a strong propensity to download content from newspaper, TV or radio brands, accessing local or national travel information; or from new films, computer games or smartphone apps. The potential power and usefulness of digital screen communications is also illustrated by consumers’ attitudes to digital and their future expectations when it comes to mobile interaction outside the home. High numbers of consumers now expect to see digital screen advertising in most city centres in the future and agree that “moving” digital posters were more likely to catch their attention. Our research confirms that we think that digital posters make shopping malls more interesting and attractive and that they enhance transport environments.
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digital accountability In addition, we found that targeted digital advertising tailored according to the consumer type watching, the location, time of day, or circumstances is valued by consumers. Consumers tell us they would think more favourably of brands that offered something relevant to their daily experiences or location or show a special offer is immediately available at a nearby retailer. Our research validates previous qualitative and quantitative findings that demonstrate digital OOH is both enjoyed by consumers and enhances the engagement experience amongst core consumer groups like young people and businessmen. And increasingly, as environments come to the fore to engage focussed and attentive consumers, the digital experience in specific places like malls and travel hubs are offering measureable and relevant communications experiences, targetable by time and moment for maximum impact. Face and Eye tracking Face and eye tracking techniques have been used to measure attention and interaction with digital, in a number of environments. These range from Kinetic studies in various environments and countries, to media owner studies in retail and airports. This has helped inform improved use of the message and degree of animation, whilst reiterating that the consumer will generally react to digital advertising and movement differently in each environment. This insight helps advertisers understand the complexities of the moving message and reinforces that digital OOH should be used as a medium in its own right and not as a surrogate for TV commercials. JCDecaux’s airport research found that the consumption of screens arranged along a walkway benefited from variation in artwork from screen to screen, as participants’ attention tended to jump from far to near panels with no consistent pattern. The study also identified an equivalent of 1.1 ad impacts per panel where there was an opportunity to see in an entirely digital environment. Eye Corp’s research found that each poster seen by participants was looked at twice on average, at an average exposure of just under two seconds – well above minimum levels expected to result in the message being retained. Recent research from the UK in their retail environments found that significant numbers have seen digital OOH screens in the past year and they were positive about the contribution the media can have to the landscape. Amscreen’s in-store face tracking of screens in their retail environments shows a high conversion rate (94%) of the number of people in the vicinity of a screen as well as measuring dwell-times and attention by demographic. Kinetic’s own face tracking research has found that digital advertising can have a significant impact and clearly varies by environment, dependant on the mood, mindset and situation, and time of day, day of week and demographic. A value analysis has gone some way towards understanding that sharing a digital panel with other advertisers appears to be mitigated by a boost in attention.
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digital accountability In a commuter rail environment, digital posters were found to attract more attention for longer periods of time than printed posters, adding further value to the already impactful medium. Twice as many people were found to look at a digital poster for an average of 60% longer than its static equivalent. The average proportion of individuals looking at the digital panel was twice that of the static panel, averaging at one third, but rising to 40% on “quieter� days. The viewing propensity for digital is up to three times that of a static poster at its peak. Across the day, there were clear differences both during off-peak times and during the evening commuter peak versus the morning. The average off-peak differential rose to a factor of 3 when looking at numbers interacting with the digital panel versus static. Morning peak behaviour differed from evening peak – a possible combination of mindset and concentration of travel behaviour restricting attention. Similarly, the weekend audience had a much higher interaction with digital panels (nearly 50% on average) as fewer people engaged with the digital panels, but for longer. Additional observations showed that while basic, non-animated digital copy performs well, the animation of basic digital copy increases attention by 28% and after a certain level of animation, additional creative movement appears to have no additional effect on attention levels. Kinetic has also pioneered unique face-tracking research into consumer mood and engagement with digital OOH in the shopping mall environment that revealed that ad contacts strongly correlated to footfall, particularly at weekends where a more relaxed mindset resulted in much longer duration of contact. In the larger mall environment, we tend to act like we are in a bubble; our engagement varies slightly by day of week and gender, but essentially there is high engagement and long contact; our expressions are overwhelmingly positive. Additional research shows the value of big screen formats and the use of live content to help drive commercial messages, Importantly, the use of content has increased our contact with digital screens, JCDecaux claiming that 70% of us will look more often at those screens displaying content. More insight is needed to really validate whether content helps amplify the commercial message of such advertising but this research into environments and the influence on the point of purchase is ongoing and will accelerate worldwide.
Nick Mawditt Global Director of Marketing and Insight Kinetic
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creativity in digital OOH Creative’s grow in confidence with DOOH & technology As advertising revenue across the UK digital OOH industry breezes past that of national newspapers and makes its steady climb towards the heights of cinema media. One of the most exciting trends is the growing confidence of brands and their creative partners in the use of the innovative new technology now available to them. Dedicated creative for the digital OOH industry has been reasonably slow to develop. However with the growth in screen numbers and the appearance of higher profile networks, a tipping point seems to have been reached and the percentage of digital OOH created specifically for the medium is now growing significantly. Given ComScore’s recent research: ‘that 52% of any increase in market share could be attributed to the ‘quality’ of the creative work developing that dedicated creative focus is absolutely critical to the growth of the industry. When digital escalator panels were first installed in London’s tube network – TFL were adamant that there should be almost no movement in the graphics, in order to ensure that safety wasn’t compromised. Over a matter of weeks, this rule was pushed a little and then a little further, until within a couple of months we had the full synchronized motion graphics that the system was designed to deliver. Not only was safety not compromised, it was actually improved – because of the very fact that the moving content served to better engage the brains of more travellers. Globally, media owners and advertisers now thrive on full motion digital OOH, certainly in the environments where the audience is not captive and captivated. Full motion graphics and that level of consumer engagement was just the beginning – digital OOH technology offers a whole load more than just moving posters. Recent campaigns have moved on to involve a host of other techie treats like; mobile, live broadcast, location relevant media, instant headlines, interactivity, augmented reality and facial recognition to really bring the medium alive.
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creativity in digital OOH Creativity must be encouraged to push the boundaries Some futurists say we are on the verge of a time where virtually all posters are digital, every site will recognise and address you personally, temper its message to match your mood, age, gender and sexual preferences. They will be touch and gesture sensitive and of course wired into the most intimate areas of your social media and mobile life. Except that from a creative standpoint there is a nagging sense that the medium is not currently fulfilling all its potential. In an age of “everything, everywhere”, consumer and market expectations of connected and interactive networks are not always matched by current creativity. Grand Visual talk of the evolution of digital Out of Home creative in terms of “linear” campaigns becoming “dynamic” and “interactive”. Creative work for Digital OOH is moving in the right direction but needs encouragement to reach its full potential. Grand Visual has delivered several media firsts across the sector in partnership with Kinetic and the developed media owner platforms. The Lynx, “Even Angels Will Fall” campaign for the Unilever brand was the first large format, augmented reality activity to run on billboards in the UK, allowing members of the public to see themselves up on the big screen with angels plummeting to earth and flirting with them. For a more personal experience, Ford C-MAX launched an AR campaign based on hand gestures alone, using infrared cameras to track depth and movement. An example of data-driven digital OOH is Heineken’s real time campaign to support its UEFA Champions League Final sponsorship. The campaign featured a data visualisation representing the number of people tweeting about the final in each country at any one moment. Expanding and shrinking Heineken beer bottles correlated to the volume of tweets coming from all corners of the world in real time and tapped into Heineken ‘Open Your World’ message. So perhaps we are not so far off the hyper-connected and interactive Out of Home medium the futurists dream of. It’s just that great Digital OOH campaigns only happen when technology is married to the idea, the production and of course fulfillment.
Neil Morris Director Grand Visual
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creativity in digital OOH
Lynx ‘Angels’– In March 2011, in line with the launch of Lynx Excite and the fallen Angels, Kinetic helped launch the first large format augmented reality campaign in the UK. Using the Transvision screen at Victoria Station, commuters became irresistible to the Lynx Angels, who will fall at their feet in adoration. By standing on a hot spot, the public could experience a bit of augmented reality at first hand by watching themselves in the big digital billboard at the station. The life size angels fell by the side of the person standing on the hot spot; they walked around them and they could interact with them – well in fact there was a chap with a laptop ‘puppeteering’ the angels nearby. The spectacle certainly stopped people in their tracks and many were ready to play.
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creativity in digital OOH Ford C-Max Campaign – The sites used advanced gesture recognition (a form of Augmented Reality) to allow the consumer to interact with the display using their getures, with the car appearing to be held in their hand demonstrating the various new features of the “Grand C-Max” The campaign is centred around the strapline “Innovation in your Hands” Augmented realities in the palm of your hand.
The main phase of the campaign was a national City Light Panel campaign combined with a spectacular build of a camera in one of the CLP’s, allowing the public to take pictures of themselves. This resulted in the picture being enlarged a few minutes later on the biggest LED Screen in Europe.
To support of the new Range Rover Evoque, Kinetic executed a multi -faceted campaign to maximise Range Rover’s exposure to target consumers during the Los Angeles autoshow in November 2010. Kinetic launched a campaign on Santa Monica Pier and the 3rd Street promenade. The campaign was complimented with 9 nights of projections around Los Angeles, targeting industry events and other locations of importance to clients. Three different vinyl storescapes provided a 4 week presence in high traffic locations. kineticww.com
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creativity in digital OOH
The billboard displayed a model dressed in Forever 21 clothes who took a virtual photo of a person in a crowd and occasionally selecting people, picking them up and throwing them into a Forever 21 bag). Using spy-esk and computer technology (that provides data on each person in the camera view) and a high HD video camera, the augmented reality software identifies and pulls out a person in real-time to composite them into the interactions with the model taking the photo.
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creativity in digital OOH Kinetic launched a multi-platform traditional and experiential campaign to create awareness of the new “Speakeasy” initiative using OOH as the only medium to drive to web. The multi-format campaign used 6-13 media types in 4 cities that lended itself to the “what’s behind the closed door” theme including 3D street graphics, large projections (with directional audio), underground subway digital media, graffiti murals and an interactive window fit with custom designed sound, touch activation and a virtual bouncer.
To announce the launch of a new variant under the Heaven & Earth Western Tea range with a “comes to life” element to stand out from competitors and emphasise the drink’s explosive lemon tea flavour. In order to allow consumers to experience the product in a new and innovative way, a whole new perspective towards advertising with 3D media screens at bus shelter panels was created. Heaven and Earth looped their specially created 30 sec 3D TVC, on Clear Channel 12 sheets; Bus shelters are chosen as commuters have sufficient dwell time to watch the whole tv clip (lasting 30 seconds).
This special execution makes the screen, instead of the audience, wear the glasses to allow audience direct contact with the 3D images. OOH Media mix also includes 6 sheet islandwide for coverage & buses for sustenance while supporting client’s TV buy. The 3D effect was so believable, passers-by were seen trying to grab the image! This has inevitably led to an increase in sales and the client is extremely pleased with the results and excited about the fact that they have delivered a whole new OOH experience to consumers differentiating them from competitors.
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global marketplace
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global digital: a kinetic perspective A Digital Future for Out of Home? The tide of digital technology has now caught up with the Out of Home industry where the potential (if not wholly realised or realisable) is for static paper and paste sites being replaced by digital screens that are networked together, linked to the internet and capable of showing motion. Digital screens are also opening up the opportunity to run more creative and noticeable advertising. Technology that can link a poster to a mobile phone and can recognise passers-by is waiting to be deployed. The potential to carry advertising, content, promotions and social media activity from the internet into public spaces via poster-to-mobile campaigns is already recognised by planners. But hand-in-hand with apparent opportunities come major challenges. When and where is it economically viable for media owners to deploy digital posters? Which technologies will prove durable? To what extent can and should the Out of Home sector become digitised? Is smartphone advertising a threat or a huge opportunity? What are the implications for a medium that could be segmented into digital and non-digital sectors and how will traditional sites work with digital ones? Of course, digital screens tend to command a premium over static posters. But if the investment equation was that simple, far more poster sites would have been converted to digital screens. The physical growth of digital sites has largely been orientated to specific locations. The vast majority of digital sites currently are in enclosed environments such as underground systems, shopping malls, airports and within retailers. Critical factors influencing the potential for engaging consumers with interactive poster experiences include dwell-time and technology capability. The vast majority of roadside panels are not high dwell-time locations, but bus-shelters and many 6 sheets have higher dwell-times, whilst some retail, airport and transport environments have considerable engagement times. Consumers love digital and our research has found that 69% think digital screens could be beneficial to people in locations where they are waiting to travel or for services, while 40% said interacting with posters would be a great way to pass the time while travelling. We’re now at a closely analogous tipping point. Content-based advertising media have naturally argued that editorial ensures effective delivery of commercial messages. For Out of Home, however, the medium has always been the message and in a world where ad avoidance is now aided by technology, the universal presence of posters in daily life, is a fact that is difficult to ignore. Creating sustainable business models for the future is a major challenge, but the impact of mobile computing and changing consumer behaviour should not be underestimated. For this reason, Kinetic believes that interactivity and smart, recognition-capable sites will become commonplace, but such technology will still only account for a relatively small proportion of overall sites and revenues. However, if digital OOH becomes more liberated and empowered through flexibility and interaction capabilities, Out of Home media will be well placed to deliver both broadcast and highly targeted and communications. This will also unlock the potential to fuse digital posters with online, social and mobile brand communications. This transformation if unleashed, creates a range of opportunities and challenges for agencies and media owners.
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global digital OOH: the marketplace Global digital OOH revenues (USD)
Digital OOH percentage of OOH
Source: Kinetic, Kinetic Markets Only global digital out of home handbook
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global digital OOH: the marketplace Global digital OOH spend (%)
Regional OOH vs. digital OOH expenditure (%)
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global digital showcase
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asia pacific
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country overviews China Gross Market Value: US$1.835bn (Chinese RMB 11,680m)
DOOH % of OOH: 36%
Growth in dooh spend
+30%
Thailand Gross Market Value: US$24.3m (750mTHB)
DOOH % of OOH: 9%
Growth in dooh spend
+25%
Malaysia Gross Market Value: US$11.8m (36.6m MYR)
DOOH % of OOH: 7%
Growth in dooh spend
+30% global digital out of home handbook
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country overviews India Gross Market Value: US$10.4m (512m INR)
DOOH % of OOH: 4.3%
Growth in dooh spend
+48%
Philippines Gross Market Value: US$4.13m (Php 180m)
DOOH % of OOH: 10%
Growth in dooh spend
+15%
Singapore Gross Market Value: US$2.4m (SGD 3m)
DOOH % of OOH: 5%
Growth in dooh spend
+15-20% kineticww.com
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media owners China Roadside: • Tulip media • Phoenix • Metropolis Media • Advision • China Vision • AirMedia • Focus Media
Airport: • Airmedia
Roadside: • JCDecaux • PlanB • Masterad • Hello Bangkok • Union Power Jet
Airport: • JCDecaux • SA Advertising • King Power
Roadside: • Powerscreen • City Screen • Dana Screen • AutoCity • OMS • Creative People
Airport: • Adept Media • Focus Media • ADSTV • CMYADS
Malls: • Focus Media
Transport: • China Vision • Towona • CCTV online • Mindhorse
Thailand
Transport: • VGI • Plan B • Bangkok Metro Network
Malls: • VGI • IMS • Absolute • Impact • Digital Dynamic Display • POV
Malaysia
Transport: • Asia Media • Focus Media • InfoScreen • Piranha Graphic • Rail Channel
Malls: • Infoscreen • ADSTV • CMYAD • Pirana Graphic • Creative People • Focus Media • Big Tree
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media owners India Roadside: • Big Street • Alakh Advertising • Selvel Advertising • Enkon Pvt Ltd • Ambuja Reality
Airport: • Times OOH • JCDecaux • Network Media Solution • TDI Transport: • Peacock Media Ltd • Emmet
Malls: • OOH Media • Ansal Media • DLF Promenade • Pacific • Satyam Cinemas
Roadside: • Alphaland • Q Creatives • Outcomm • RA Media • DDBB • Globaltronics • Image One • Cybertising • Primespot • Adstrat
Airport: • Airmedia
Malls: • Eastwood Mall
Roadside: • Sphmbo • Mediatech • Focus Media • Mediacorp • CultMedia
Airport: • JCDecaux
Philippines
Transport: • China Vision • Towona • CCTV Online • Mindhorse
Singapore
Transport: • SMRT • MooveMedia
Malls: • Sphmbo • Focus Media
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roadside
Clockwise from top left; China, India, Thailand, Philippines
kinetic view Mega LED Videowalls have been the focus of the roadside digital OOH drive in China, Singapore and to a lesser extent in Hong Kong and Malaysia, Thailand and Philippines. Many of the best key high-traffic city centre road junctions in China have been converted from static to digital prompting advertisers to take advantage of these high-value areas, making the move from large scale static sites with 100% ownership to more dynamic digital formats with part-ownership with other advertisers. Singapore has seen a sharp increase in the number of Mega LED Videowalls in the last couple of years; the concentration being within the key shopping district Orchard Road, with more focus on pedestrians than vehicular audience. Kuala Lumpur in Malaysia, Hong Kong and Philippines have a few key sites but numbers are still quite limited by comparison. Singapore has seen the launch of a new 12 sheet street-furniture digital panel at certain locations. These screens will allow commuters to further engage with content such as breaking news, traffic and weather updates. In addition we should also see some key location roadside 6 sheets being converted to digital units. There are also pockets of digital street-furniture in Bangkok Thailand and some tier 1 China cities, concentrated within key shopping districts. Digitised in:
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transport
Clockwise from top left; Thailand, China, Thailand, Thailand
kinetic view The Transport environment has been the main area of Out of Home digital growth within Asia. China, Singapore, and Hong Kong all have screens within Metro stations and/or trains. Hong Kong has large 100”+ screens at platform level behind the glass barriers while Singapore and China opt for mounted screens from the ceiling which also display train information. In-train screens are dominant and regularly used within China and Hong Kong offering longer dwell-time to communicate with passengers. Singapore has launched a new portrait digital network with screens being placed at platform and concourse areas. Intelligent digital programming can accommodate day-part advertising and dynamic screen layout. Commuting by bus remains a key mode of transport and Bus TV has allowed advertisers to communicate with this audience across multiple cities. While remaining popular in China and Thailand due to the sheer number of commuters, the medium has flagged in Singapore and has been taken down. A similar situation exists in Malaysia where the screens deliver much lower audiences and have not enticed advertisers, thus far.
Digitised in:
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airports
Clockwise from top left; China, India Singapore, Thailand
kinetic view In the airport environment, there are just four markets where digital constitutes an important share of the total media: China, Singapore, Hong Kong and Australia. Digital represents a huge part of the market in China, however there is room for improvement with regards to quality. The screens allow an almost unlimited number of advertisers and the locations aren’t always great. Interestingly enough, most Chinese clients use digital screens in the same way as a static poster – so flash creatives are very rare. Singapore and Hong Kong have a similar digital offering and it looks a lot more developed than in China. You will find bespoke networks targeting the business traveller, the duty free area, arrivals and departures. They allow a maximum of six advertisers but it is rare that all faces are sold. India has just created its first digital network in the newly opened Terminal 3 in Delhi. It’s still early days and digital still has a long way to go in India not just in the airport environment. In the rest of the markets digital is non-existent in airports and there are unlikely to be any major developments in the near to medium future for the reasons of entry costs and maintenance.
Digitised in:
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malls
Clockwise from top left; Malaysia, Philippines, Thailand
kinetic view Malls offer a great shopper experience and cater for all needs including eateries, cinemas and supermarkets. Yet to date, there is a gap in visible consistent-sized screens on a mass scale. The largest media owner in Malaysia has already begun to convert key static locations to digital, however due to the high investment cost, this is still preventing clients and other vendors from fully embracing digital. Singapore has the advantage of being able to buy a network of screens in malls, across multiple locations but the size of the screens remain small and are not always as visible as marketers would like. Some malls do have larger LED Videowalls inside but these remain bespoke screens often booked long-term or used by tenants on a localised level. Malls remain an untapped option for Out of Home communication but it may be some time until the industry sees a move from long-term lightboxes to digital mall screen networks and therefore tap into the significant opportunity to reach consumers in a dynamic environment and relaxed mindset.
Digitised in:
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emea
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country overviews UK Gross Market Value: US$157m (£100m)
DOOH % of OOH: 11%
Growth in dooh spend
+37%
Germany Gross Market Value: US$51m (€39m)
DOOH % of OOH: 4%
Growth in dooh spend
+29%
Spain Gross Market Value: US$16.8m
DOOH % of OOH: 3%
Growth in dooh spend
+5% kineticww.com
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country overviews Italy Gross Market Value: US$16.2m (€ 12m)
DOOH % of OOH: 2%
Growth in dooh spend
+92%
Switzerland Gross Market Value: US$13.1m (€9.4m)
DOOH % of OOH: 2.5%
Growth in dooh spend
+2%
Netherlands Gross Market Value: US$12.5m (€9m)
DOOH % of OOH: 3%
Growth in dooh spend
+10% global digital out of home handbook
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country overviews France Gross Market Value: US$12.5m (€9m)
DOOH % of OOH: 1.25%
Growth in dooh spend
+100%
Turkey Gross Market Value: US$9.8m (€7m)
DOOH % of OOH: 4%
Growth in dooh spend
+25%
South Africa Gross Market Value: US$4.9m (€3.5m)
DOOH % of OOH: 10%
Growth in dooh spend
+5% kineticww.com
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country overviews Belgium Gross Market Value: US$1.4m (€1m)
DOOH % of OOH: <0.5%
Growth in dooh spend
+50%
Ireland Gross Market Value: US$418,000 (€300,000)
DOOH % of OOH: 2.3%
Growth in dooh spend
+2%
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media owners UK Roadside: • JCDecaux • Clear Channel • Ocean Outdoor • Outdoor Plus • City Gateway • BlowUp media • Forrest Media Group • Primesight
Airport: • JCDecaux • Eye
Roadside: • Deutsche Telekom • Af-fix • Videoboards Germany • TripleDoubleU
Airport: • Deutsche Telekom • Media Frankfurt
Transport: • CBS Outdoor • JCDecaux • Primesight
Malls: • JCDecaux • Clear Channel • CBS Outdoor Retail: • Amscreen
Germany
Transport: • Strőer Digital • WallDecaux
Malls: • Stroer Digital • Deutsche Telekom • Westpoint media • Neo Advertising • United Ambient Media
Spain Roadside: • Clear Channel • Dyynadsys • Cemusa
Malls: • Alooha • Animo TV • Clear Channel • JC Decaux • Cabitel Transport: (Telefonica • On Advertising Group) • Comfersa • GWM • Impact Media • Publimedia Gestión (iWall)
Airport: • JCDecaux Airports • Publimedia Airports
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media owners Italy Roadside: • IGPDecaux • Coin
Airport: • IGPDecaux • Classpi Digital • ICMoving
Malls: • In Place • Rete Rad Media
Transport: • Classpi Digital • IGPDecaux • Grandi Stazioni • Exomedia
Switzerland Roadside: • Citylights
Airport: • Clear Channel
Malls: • Neo advertising • IP Multimedia
Transport: • APG Traffic • TPG • eAd
Netherlands Transport: Roadside: • Librium • Narcomm • Medialandscape • Librium
Malls: • Medialandscape • Centercom • RAP Media • Librium
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media owners France Roadside: • Metropole • Clear Channel • DEFI
Airport: • JCDecaux
Roadside: • Primedia • Alive Advertising
Airport: • Primedia
Transport: • mediatransports
Malls: • Futuramedia • Clear Channel
South Africa Malls: • Primall
Transport: • Provantage • Massiv TV
Belgium Airport: Roadside: • Belgian Posters • JCDecaux • Air Terminal • Euromobile Publicity • Midiareef • Moving Ideas
Malls: • insert • Men Ads Work • Full Digital Concept • Euromobile
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media owners Belgium Airport: Roadside: • Belgian Posters • JCDecaux • Air Terminal • Euromobile Publicity • Midiareef • Moving Ideas
Malls: • insert • Men Ads Work • Full Digital Concept • Euromobile
Ireland Transport: • Bravo Outdoor
Malls: • CBS Outdoor • Magmal
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roadside
Clockwise from top left; Germany, Italy, Turkey, UK
kinetic view With the backdrop of 54% of Europeans commuting by car and the greater time we’re spending out of the home across the continent, roadside digital OOH is an environment that has received strong investment from media owners. With inventories expanding and the proliferation of new technologies, roadside digital OOH is starting to offer some scale with screens being developed in major conurbations and the surrounding areas. Despite the investment barrier to converting the majority of large format sites to digital, media owners continue to push the boundaries in applying for partially animated creative but restrictions continue to be upheld. Many advertisers focus around the ability for dynamic creative opportunities and consumer interactivity. Often TV creative treatments are required for broadcast across the OOH landscape, with varying levels of feasibility by market. Focus amongst media owners is shifting now to developing ‘iconic’ and landmark sites and structures around the roadside environment; banners including portions of the space converted to a Digital screen and/or LED displays are common avenues explored in Germany and Spain for example. Vendors are continuing to develop the digital 6 sheet/citylight inventory, offering a more flexible (if somewhat expensive) option that will sustain the majority of digital OOH growth in the short to medium term. Digitised in:
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transport
Clockwise from top left; Italy, The Netherlands, UK, Turkey
kinetic view Public transport systems are undergoing major improvements in most European countries. These renovations have been noticed and resulted in an increased tendency to use public transport and media owner investment in the digital OOH transport environment reflects this. A third of Europeans feel travel hubs are more inviting places than they used to be and also say they use public transport more than they are used to â&#x20AC;&#x201C; especially young urbanites (50%). Digital opportunities are growing apace. Transport digital OOH has achieved a measure of mainstream status across Europe. Commuters continue to benefit from increasing investment in areas where you can shop, eat, drink and advertisers are adapting their message to embrace the increasingly innovative creative opportunities in an arena which allows for more sophisticated messaging and a captive audience. This dwell-time and receptive mindset spurs has fuelled creative treatments with increasingly bespoke messaging being developed. Digital is particularly effective in engaging a commuter audience on the move, with movement and flexible messaging more likely to catch the eye.
Digitised in:
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airports
Clockwise from top left; UK, Germany, The Netherlands, Italy
kinetic view Europe plays host to three of the top ten airports in the world; London Heathrow, Paris-Roissy Charles de Gaulle and Frankfurt International and with passenger footfall in EMEA airports growing by 46% in the past 5 years, media owners have sought to add to these premium experiences by investing in the latest in digital screen technology. There have been several high-profile campaigns in recent years that embraced the scope for flexibility and for targeted messaging at check-in, in departure lounges, retail walkways and adjacent to flight information displays.  Airport development has been consistent across Europe, creating strong communications environments where digital OOH fits in and can offer strong branding, global strategies and sequential messaging opportunities. Brands like IBM have used the medium to tailor messaging based on flight destination and consumer interactivity with video walls.
Digitised in:
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malls
Clockwise from top left; Ireland, Spain, UK, The Netherlands
kinetic view The current shopping centre development boom across Europe has continued with more than 22 million sq.m of new shopping centres being developed in the last couple of years. With the development of new shopping destinations such as Westfield City in the UK (the largest shopping mall in Europe to date) media owners are increasingly being involved in an intelligent planning process that brings together points of purchase, aspirational mindsets and zonally targeted brand messaging in enclosed environments. Shopping mall owners in Europe have been alive to the digital OOH opportunities available in malls and this is reflected in the implementation of the best quality screens and animated content. Despite the recession media owners have admirably maintained the rollout of digital mall formats. Ineffective TV screens are being superseeded by new panel-like replacements. With Kineticâ&#x20AC;&#x2122;s proprietary research revealing that consumers are happy, receptive and strongly engaged with digital messaging in mall environments, the digital development in mall environments looks likely to be a key driver in digital OOH growth.
Digitised in:
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US
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country overviews US Gross Market Value: $1.1 Bn
Growth in dooh spend
+25%
DOOH % of OOH: 19%
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media owners US Roadside: • Clear Channel • CBS Outdoor • Lamar Advertising • Adams Outdoor
Airport: • CNN Airport • JCDecaux • Clear Channel • Monster Media • Executive Media
Malls: • OnSpot • Adspace
Transport: • Verifone • DDS • Titan • CBS
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roadside
kinetic view In the United States, digital roadside is fairly widespread and currently in more than 100 markets. Most units are found on major highways, and are sold by the three major vendors-CBS, Clear Channel, and Lamar – although many smaller vendors continue to invest in digital units. Surface street units are found in a few larger cities, such as Los Angeles where traffic is heavy. However, New York City is zoned out for digital units, except in a few areas including Times Square and 34th Street. Digital spectaculars are also found in many big cities, but primarily exist in areas like New York’s Times Square and the Las Vegas Strip. Most standard digital bulletins are sold in eight second increments, typically with eight advertisers per loop. Vendors continue to invest in digital given additional revenue opportunities, and clients continue to perfect their creative to work for a digital landscape. Creative is still largely static due to the fact that flash/video would be a distraction to moving cars.
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transport
kinetic view While advertiser demand is great, digital transit or street furniture opportunities are fairly limited in the United States. Because transit and street furniture require a large number of units to convert to get proper coverage, rolling out such networks have been deemed too costly. In addition, there is reluctance from local transit/city authorities who believe the format is too distracting to city drivers (as is the case of transit shelters, for instance). Some opportunities – such as New York commuter rail posters – have been tested but never launched due to lack of financial support from the vendor or advertiser support (many times due to lack of network scale or low digital quality of the screens). Currently, the most popular formats are digital urban panels in New York (street-level signage upon entryway to subway), platform station signage in markets including New York and Chicago, and a transit shelter network in San Francisco and soon in Washington, DC. However, advertisers continue to look for new developments. Vendors are not only looking into how to launch these networks but also how to keep up with the technology in order to keep advertisers’ messages in a quality environment. Within five years, equipment and screen quality is out of date and must be replaced.
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airports
kinetic view In the United States, the digital airport landscape varies by offering and/or media vendor, covering up to 47 airports domestically. There are several major players in the evolution and implementation of digital aviation media. Leading the digital effort is JCDecaux who launched the Prestige Digital Network in a handful of top-ranked US airports, including New York (JFK), Los Angeles (LAX), Houston (IAH, HOU), Minneapolis (MSP), and San Diego (SAN). The network consists of 70-inch digital LCD screens strategically positioned on the concourse with good quality image, but no sound. Capabilities range from static to animated content and sponsorship tie-ins. The most scalable offering available is the CNN Airport Network, which is currently in 47 airports and has a 63% gate penetration. This network delivers high-quality CNN content with full sight, sound, and motion via 42-inch LCD Screens with Bose audio. The screens are strategically placed in high-dwell-time areas such as the gate-holds, baggage claim, food court, and executive lounges. Targeting the most exclusive airline travelers is RMG’s in-lounge digital offering available in the main seating and/or dining areas of Delta, United, and US Airways executive lounges. These digital signage ads are displayed on 75% of the screen, along with accompanying content of up-to-date news, weather, sports, and flight information via 42-inch LCD screens. Capabilities range from static to animated content and sponsorship tie-ins. global digital out of home handbook
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malls
kinetic view In the United States, there are three main digital mall networks which in total cover between 30 to 50 top DMAs. Adspace Networks sells large, upscale vertical kiosks in similar areas to static kiosks. Access 360 sells traditional TV screen-sized units above the heads of shoppers throughout their journey. They offer two-thirds of video/mall content with advertiser content on the sides. Akoo is the newest entrant, with screens in food courts that play music videos as well as video, flash, or static advertisers’ messaging. Some vendors are looking to launch larger digital spectaculars in malls, similar to a sky banner format. There are other players in the digital mall space with small footprints, including mall owners. Advertising is typically sold in thirty or fifteen second spots, and screens have 50% content (mall promotions, etc.) and 50% advertising. Creative can be flash, video, or static, and some can include sound. In general, advertisers are looking for additional malls to be converted to digital. Vendors continue to do so, but with more than 40,000 malls across the country, the cost involved versus traffic counts in each make the roll out cost prohibitive.
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global digital showcase
Clockwise. top to bottom: US, US, US, US, Philippines ,Thailand , India, UK, US, Turkey, Ireland, UK
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about kinetic worldwide Kinetic Worldwide is the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with when away from the home. 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. Digital screens are now an important communication opportunity to supplement roadside posters, travel and leisure locations and all kinds of interactive experiences. Some of these may involve mobile phones; others, simple calls to action or time and location-based messaging. We have an ongoing commitment to understanding and engaging 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 maximize 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. Our specific connection to digital OOH extends to unrivalled expertise and objectivity in this expanding environment in our medium across the UK and Europe For more information about Kinetic, please go to www.kineticww.com or follow us on Twitter on twitter.com/kineticww
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about the screen The Screen Forum is a networking and events group that represents the common interests of everyone working in the digital out-of-home industry. Set up in the UK a couple of years ago to spread the gospel of all things digital related, The Screen Forum now holds regular monthly thought-leadership and networking sessions that collect the very best minds to dissect the detail surrounding this complex industry. Their hugely popular Breakfast Briefings, held at The Hospital Club (one of London’s most exclusive media hang-outs) focus on best-practice and sharing information and experience. They have rightly become compulsory sessions for anyone serious about understanding what’s going on out there... Last year The Screen held events that attracted more than 800 attendees, listening to more than 50 speakers, on subjects as diverse as; setting media values, the value of motion in content, mobile phone integration and the ‘green’ agenda. In March 2011 they teamed up with NEC’s annual UK Technology Showcase to address over 250 people on the subjects of Digital Wayfinding and the Digital Revolution in Education. In May they partnered with Spafax to look at Creative and in June with HP to discuss Interactivity.’ It is these relationships and that focus that really sets The Screen apart. With over 50 annual members and such regular networking events, The Screen is uniquely plugged into the industry and therefore uniquely able to comment on its development. Kinetic would like to thank the screen for their help in promoting our work and the industry. Its recent LOVECONTENT initiative – celebrating the growing body of excellent creative work being produced for the DOOH industry – was backed by JWT, Ogilvy, Spafax, JCDecaux, Clear Channel, CBS, Kinetic and ISE. Globally, The Screen has two events in New York, and in 2011 is appearing in Holland, France and Spain. Coming soon to a city near you... The Screen Forum For more information, or to get involved, please contact Lisa Goldstein: lisa.goldstein@thescreen.org
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ahead of the curve Your roundup of facts and trends affecting the communication and the mobile consumer in todayâ&#x20AC;&#x2122;s fast forward global society
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