A Focus on the World Cup and OOH Introduction The World Cup takes place in Brazil from 12th June – 13th July 2014 and will be a key event for a range of advertisers, the football enthusiast, and the majority of the nation. Along with the official sponsors and partners, other advertisers can also benefit from one of the world’s major sporting events, and all the excitement and attention that surrounds it.
Excitement and awareness ahead of the World Cup
• 39% urbanites and half of work.shop.play male urban panellists said they are excited about the World Cup • Nearly half the urban audience think England will reach the quarter finals Source: Exterion work.shop.play
A Broadcast Event Demands a Broadcast Media • OOH was the ‘Olympic Medium’ largely due to TV coverage exclusively shown on BBC. During this period OOH revenue increased by 23% YoY (Source: Nielsen) with advertisers benefiting from traditional and digital OOH. Boundaries were stretched to the limit as advertisers and the OOH industry embraced real-time, dynamic copy and interactive campaigns. • The World Cup will be broadcast fairly evenly across both ITV and BBC, providing the optimal opportunity for OOH and TV to complement each other.
Broadcasting coverage perfect for TV & OOH solution Group Stages: 12th June – 26th June (48 Games) Weekday Weekday
5pm 5pm8-9pm8-9pm11pm+
27% 27%
22% 22% 40% 40%
73% 73%
38% 38%
Knock-Out Stages -> Final: 28th June – 13th July (16 Games) Weekday Weekend
50%
50%
5pm
62%
8-‐9pm
38%
70
51 of 64 games kick off at 5pm or 8pm and the majority on weekdays. Ideal…
OOH
TV In Home
TV OOH
60 50 40 30 20 10
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• For consumers to watch games and socialise in OOH environments • For OOH advertising to reach consumers and generate excitement as they travel to watch games on TV at home or at friends/family houses.
TV
Source: Touchpoints
Post 5pm
Tapping Into the Mood of the Nation With OOH The World Cup can dictate the mood of the nation and create a social buzz which will manifest itself in increased consumer spending, socialising and positive moods for advertisers to benefit from.
80 78 76 74 72 70 68 66 64 62 60
On My Own
With Friends
a .5 m 9 12 am .5 9 1. pm 59 2. pm 59 3. pm 59 4. pm 59 5. pm 59 6. pm 59 7. pm 59 8. pm 59 9. pm 59 10 pm .5 9 pm
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Source: Touchpoints
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IPA TouchPoints demonstrates people’s mood increases when they are with other people, peaking after 5pm, coinciding with all of the World Cup games.
6.
Mood Score
Tapping into the nation’s uplifted mood & mindset
During the Olympics several advertisers utilised digital OOH to great effect by broadcasting ‘national pride and passion’. e.g. McDonald’s broadcast 1,820 user generated images on 130 digital screens across the nation, Panasonic showcased over 300 images for their ‘Sharing the Passion’ campaign and Powerade promoted athletes sporting ambitions.
Increased Consumer Spending The uplift in mood and increased social time is expected to generate a significant increase in consumer spending.
+47% Additional drinks
+46% Additional food
+32% Pub spend
Source: JCDecaux Pulse of the Nation
• For the 2010 World Cup 63% of Brits expected to increase their leisure spending, rising to 81% of those who planned on going to the pub to watch games. (Source: Mintel) • • • •
An additional £2.5bn (will be spent during the 2014 FIFA World Cup) 2.2bn pints were consumed over the last World Cup period Samsung, LG and John Lewis all reported a rise in TV sales due to World Cup periods £1bn was spent across all bookmakers over the 2010 World Cup period (Source: itvmedia.co.uk)
The Social World Cup The World Cup is a social event and even those who don’t normally follow football will get involved.
Who will you watch World Cup games with
11% 11% Work colleagues Colleagues Work
27% 27% Family Family
29% 29% On wn On oown
Source: JCDecaux Pulse of the Nation
Where do you expect to watch World Cup games? 72% 75% 83%
home Pub/ bar
45%
Friend/ relaAves home
29%
42% 41%
15% 18% 11%
Work OOH screening
16% 16% 9%
OOH in general
15% 12% 8%
In Brazil!
56% 59%
2% 2% 1%
Source: Exterion work.shop.play
16-‐34 London Total urban audience
40% 40% Spouse Spouse
40% 40% Friends Friends
Social Buzz Positive association with World Cup conversations:
The mobile World Cup
• c.80% of brand conversations take place face-to-face, so pubs and OOH screenings are ideal for brand conversations (source: Keller Faye) • OOH is a proven medium for generating brand conversations cost effectively • Brand conversations will also take place online, and OOH can both facilitate and broadcast this. • Campaigns such as Adidas took advantage of such conversations at the Olympics using the #takethestage OOH creative.
53% will use their mobile to keep up to date with the World Cup Source: Exterion work.shop.play
Source: Exterion Work.shop.play
OOH Opportunities OOH is the ideal medium to cut through the clutter, capitalise on the change in consumer behaviour at this time and benefit from the mood of the nation. What content would you expect to see on OOH screens Live Scores Game Summaries Top 10 Goals Live Player Incidents Referee Decisions Top 10 Players Top 10 sending offs
61% 23% 18% 16% 12% 12% 6%
Source: JCDecaux Pulse of the Nation
Examples of OOH opportunities • Digital screens - Daily bulletins - scores, stats, news, trivia, players, match schedules, etc. - Text or tweet competitions e.g. vote for your favourite goal, etc. - Live feeds, presenter updates, etc. • Pub Media - Screens/beer mats/washrooms, etc. • Traditional Media - Owning the consumer journey e.g. buses/6sheets/billboards/taxis, etc.