Growth or Cannibalisation

Growth OR CaNNIBALISATION? Tim Bleakley, CEO, Ocean Outdoor @TheWindBlewBlea

@OceanOutdoorUK

@OceanOutdoorUK

UK Digital Outdoor Revenue as a Share of All Outdoor Revenue

23% 19%

14% 11% 9% 7% 2% 2004

3%

3%

2005

2006

4% 2007

2008

2009

2010

2011

2012 @OceanOutdoorUK

2013

Are we looking at the right market?

@OceanOutdoorUK

Advertising Revenues £16,000m

2013

£16,000m

£12,000m

All Screen

£8,000m

£4,000m

£4,000m

£0m

2020 Forecast

£12,000m

£8,000m

DOOH

All Screen

OOH

DOOH

OOH

£0m @OceanOutdoorUK

Proportion of OOH and DOOH Revenue

OOH Share of ALL SCREEN

@OceanOutdoorUK

20 20 f

20 19 f

20 18 f

20 17 f

DOOH Share of ALL SCREEN

20 16 f

20 15 f

20 14 f

20 13

20 12

20 11

20 10

20 09

20 08

20 07

20 06

20 05

DOOH Share of OOH

Revenue Growth Through Share of OOH Increase

+57%

Revenue Increase

£14,000m

12,930

2013 2020 f

£10,500m 8,158 £7,000m

£3,500m

+152%

Revenue Increase

£0m

540

214 DOOH

+21%

Revenue Increase

1,226

989 OOH

All Screen @OceanOutdoorUK

Revenue Growth Through Share of All Screen Increase £14,000m

£10,500m

2013 2020 f 2020 DOOH 5% Share of All Screen 2020 OOH Share Maintained

12,930

8,158 £7,000m

£3,500m

£0m

214

540

646

DOOH / OOH

1,500 All Screen @OceanOutdoorUK

6 QUESTIONS FOR A DOOH MANIFESTO?

@OceanOutdoorUK

Question 1 Do we understand the unique benefits of our product and its value to Clients? @OceanOutdoorUK

INSERT VIDEO

Question 2
 Are we developing a footprint and plan to place the most powerful screens in the most powerful locations?

Have we asked the advertiser? @OceanOutdoorUK

Question 3 How do we ensure we’RE fully integrated and accepted in the screen family? @OceanOutdoorUK

IAB “Omniscreening”

ZERO Downtime

+

MULTI- SCREENS

= #Omniscreening @OceanOutdoorUK

Why is DOOH relevant to mobile/online?

18-34s spend 7 hours and 8 mins Out of Home each day

46%

of 18-34 year-olds said mobile was their first screen

Why is DOOH relevant to mobile/online?

@OceanOutdoorUK

Why is DOOH relevant to mobile/online?

@OceanOutdoorUK

Media planning – “The Priming Effect”

Screens That Get Noticed

Screens That Get Noticed

Question 4 Accountability: do we have industry ubiquity?

@OceanOutdoorUK

Established Industry Standards

Share of Voice, Loop Length, 
 Spot Length, Day Part, Copy Delivery, Copy Clearance, Play Out Reports, Route

@OceanOutdoorUK

Route - Hand Picking an Audience

How do you target an AB Male 25-35, living in London, driving a ÂŁ50k car?

@OceanOutdoorUK

Question 5
 Do we use and promote a credible Lexicon for DOOH?

@OceanOutdoorUK

Established Lexicon?

@OceanOutdoorUK

Question 6
 Are we educating and engaging the creative community?

@OceanOutdoorUK

INSERT VIDEO

A DOOH MANIFESTO?

@OceanOutdoorUK

@OceanOutdoorUK

Summary

! !

Innovate, Create
 but Collaborate

!

@OceanOutdoorUK

Thank You

( FOR SPONSORING ME ) www.justgiving.com/TimBleakley-RunHackney @TheWindBlewBlea

@OceanOutdoorUK