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