european out of home guide 2015

European Guide to Out of Home

2. 3.

Shaping the moving world kineticww.com

Introduction

About Kinetic

European contacts

The European Out of Home marketplaceMedia spendOOH expenditureMobile, smartphone, broadband and tablet penetrationDigital Out of Home as a percentage of revenuePath to purchaseEnvironmentsVendorsAdvertiser sectorsAirports

A note regarding data sources used in this guide.With few common sources of data spanning more than one country, the figures used within this guide are taken from several sources. The source used for each dataset accompanies the data itself. GroupM’s ‘This year Next Year’ global report published in July 2014 has been an invaluable source for much of the pan-European data.

The Kinetic network of offices have provided much of the local data and intelligence. Data relating to vendors, formats, advertisers, and ex-ample campaign costs for the individual markets covered in this guide are all based on Kinetic’s current local market understanding.

The campaign guidelines are intended as illustra-tive guidelines only and are based on representa-tive estimates at the time of writing. Readers will understand that these and all other data shown here are subject to continuous change. Every effort has been made to ensure the accuracy of the contents, but the publishers cannot accept liability in respect of any errors or omissions.

Please contact your local Kinetic office if you would like more detailed recent data, insights, or cost estimates. A list of our European offices and affiliates is included in the About Kinetic section of this document along with their ad-dresses and contact details.

Contents

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Kinetic comment

Individual market overviewsBelgiumFranceGermanyIrelandItalySpainSwitzerlandThe NetherlandsUnited Kingdom

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The aim of this document is to provide useful and informative insight into the OOH medium in each of the key European mar-kets and to analyse the major formats, environments, and vendors that are shaping the medium across Europe.

We also provide insight into the ad-vertisers and product sectors that are prominent within each market.

Given the relative lack of data available for most Eastern European markets, this document inevitably focusses on the major Western European nations.

Within this scope, the country-by-country section of this document re-flects the fact that the look and feel of Out of Home inevitably varies from one market to another and is a medium that

both occupies and exploits the environ-ments it is found in.

The extent and pace of urbanisation in each market inevitably shapes the Out of Home opportunities that each has to offer which is certainly reflected in the different types and volume of OOH dis-play available. There is no ‘one size fits all’ when it comes to planning effective OOH campaigns in different European markets.

And yet Out of Home (OOH) is arguably the only ‘traditional’ medium that is both developing with and benefitting from the rapid expansion in consumer digital technology. So when we look at what is driving the development of Out of Home across the continent, we can see the same elements at play in each country. Technology is providing the engine behind many developments in

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.

We have an ongoing commitment to understanding and engaging with people on-the-go. Kinetic has devel-oped centres of excellence in digital and aviation media, research, in-sight and data, mobile strategy and

OOH printing and production. We strive to maximise the impact of our clients’ investments by embodying a culture of restless creativity, data-centric planning, and the intelligent application of scale. Kinetic’s network reaches across the globe. From offices in 43 cities in 18 countries, we offer dedicated expertise in consultancy, planning and buying solutions and have developed strong partnerships with clients, agencies, suppliers, media owners and technologists.

I For more information about Kinetic, please visit www.kineticww.com

Introduction About KineticWelcome to Kinetic’s 2014/15 European

guide to Out of Home media.

Our mission is to pull forward and make real the future pos-sibilities of the world of Out of Home communication.

the way that consumers are using personal technology is changing as significantly as the technology itself and is just as unre-strained by geography. Consumer attitudes and behaviours, not least their increasingly complex routes to eventual purchase, are acting to make OOH ever more relevant within the media landscape. Its continuing ability to address consumers en masse whilst targeting specific and relevant phys-ical environments on that complex route to purchase is unparalleled.

We hope you will find this guide helpful and that it provides you with a better understanding of the OOH medium across Europe, highlighting the unique commu-nication opportunities it has to offer to agency planners, buyers, and clients alike.

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The European Out of Home marketplace

European Contacts

Europe has suffered very badly from the financial crisis and subsequent economic recession since 2008, par-ticularly amongst the ‘Eurozone pe-riphery’ (Italy, Spain, Portugal, Ireland, and Greece), where GroupM estimates that in real terms, advertising invest-ment stood at only 57% of its 2007 peak as at July 2014. Whilst all of these markets are showing welcome signs of gradual recovery, they have seen nothing approaching a rebound. This in turn impacts upon the overall European figures. The same source predicts that

2014 will see an overall increase of 1.2% in media spend across Western Europe with a further annualised in-crease of 2.1% in 2015.

Turning to Out of Home expenditure, the GroupM figures estimate revenues of $7,005m for Western Europe in 2014 rising to $7,178m in 2015. This equates to a 6.5% share of all media spend across each of these years. When broken down by country, the value of Out of Home media spend varies considerably across Western Europe, with France holding the biggest single market by value and Greece the smallest.

It is impossible to understand the OOH market’s recent per-formance without putting it into the context of the broader media landscape and the overall economic background that fuels media expenditure.

Stuart TaylorCEO, Western EuropeLondon, [email protected]

Arnaud VandenberghenManaging Director, Kinetic [email protected]

Dennis KuperusCEO, Benelux & NordicsAmsterdam, The [email protected]

Simon DurhamManaging Director, Kinetic IrelandDublin & [email protected]

Thorsten EbbingCOO, Central [email protected]

Alberto CremaschiManaging Director, Kinetic [email protected]

Xavier SoratoManaging Director, Poster ConseilParis, [email protected]

Silke VollmannOOH, Product Director, GroupMMadrid, [email protected]

Tom PerrettHead of Aviator EMEALondon, [email protected]

Kathrin PetrowManaging Director, Kinetic [email protected]

Predicted OOH Spend by Country 2014 & 2015(Source: GroupM TYNY July 2014)

The GroupM figures estimate revenues of $7,005m for Western Europe 2014 year rising to $7,178m 2015

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If we rank these countries by the percentage of all media spend allocated to OOH media, their relative order changes significantly with only Switzerland, Portugal, and France seeing more than 10% of all media spend finding its way into OOH media. Within the individual market data, the relative share of total media spend represented by OOH is influ-enced by a number of external fac-tors, e.g. the relative concentration of population, access to digital TV and the internet and the penetra-tion of mobile and smartphones. In all but a few of these countries, OOH revenue is predicted to con-tinue to grow both this year and and next.

OOH ExpenditureIn most of the markets consid-ered within this guide, we can therefore expect OOH media ex-penditure to grow over the next few years, in many cases ahead of the rate of growth in overall media expenditure.

Why should this be the case?

It would be easy to cite DOOH as the single architect and driving force for this growth, but that would be far too simplistic for such a broad pattern. Apart from anything else, the use of personal digital devices still shows considerable variation from market to market, although the adoption of these devices is generally pretty high in Western Europe.

Total media spend and OOH as a percentage

OOH as % of total media spend(Source: GroupM TYNY July 2014)

% +/- annual change in OOH spend(Source: TYNY July 2014)

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But it would be wrong to translate this trend into a blinkered focus on DOOH as Out of Home’s only means of harnessing these opportunities

*Source: Belgium = Kinetic / MEC estimates 2013; France = Kinetic estimates 2014; Germany = Kinetic 2015 projections; Ireland = Comreg 2014; Italy = Comscore 2015 projections; Netherlands = Gfk 2014; Spain = Kinetic 2015 projections; Switzerland = Comparis projections 2015; UK = Ofcom 2014 & 2015 projections

Online shopping as % of retail spend Twitter users(m) Facebook users (m) Other social media

(m)Approximate

Population (m)

Belgium 5% 1.1 5.4 8 11

France 2% 5.6 28 33 64

Germany 11% 27.4 7.6 29.6 81

Ireland 30% 0.75 2.4 n/a 5

Italy n/a 9.6 23 20 60

Netherlands 25% 4.8 12.4 10 17

Spain 5% 6.7 17.6 7 46

Switzerland 6.5% 7 4.3 n/a 8

UK 21% 12.2 35.1 n/a 65

There is a clear increase in access to and use of sophisticated consumer devices for online shopping and socialising. Digital development in all its guises un-deniably provides a considerable engine for both consumer spend and advertiser investment.

Mobile & Smartphone penetration*

In several markets the number of mobile phones already exceeds the population, whilst the penetration of smartphones is well over 50%.

With broadband access exceeding 70% and more than a quarter of individuals owning a tablet in most markets, it is clear that consumers in Western Europe are digitally active and have

access to a range of devices in some volume. So how are they using these devices and how active are they?

Broadband & Tablet penetration*

Mobile, Smartphone, Broadband and Tablet penetration

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Digital Out of Home is certainly an exciting and creatively flexible addition to the medium’s ar-moury and is showing significant growth, but it remains a rela-tively small part of the medium’s overall arsenal. Digital does not yet represent 10% of revenue from major OOH environments in all but one of these markets. In terms of the number of actual digitised panels in existence, we are still looking at less than 6% of the overall OOH estate in most countries. Even in the UK, where DOOH will probably represent c. 27% of total OOH revenue within the next year, it still represents no more than 10% of the available inventory.

This is not intended to diminish the importance of DOOH – it is of growing importance within both the OOH market and the overall media landscape and will have a positive impact on ad-vertising revenue in the longer term.

But it is not yet the core asset of OOH media, or the primary cause of revenue growth across the Western European Out of Home industry as a whole.

We would argue that consumers’ in-creasing use of digital media and devices as a means to purchase is currently more important. As the route to purchase becomes more complex, and involves an increasing number of both devices and information points so OOH’s ability to intersect with that path is vital. And that interaction with consumers is not reliant

on digitally enabled signage or even NFC or QR code technology.

Recent research carried out by Kinetic Ireland (in conjunction with Mindshare and GroupM) used eye-tracking tech-nology and subsequent interviews to investigate grocery shoppers’ interaction with OOH media in Dublin and Cork.

Amongst the key findings were that 74% of shoppers looked at posters on their way to the store and that 54% of respondents could accurately recall the messages they had seen.

Although a relatively small and quite specific piece of research, it provides just one example of the power of OOH in getting timely, appropriate, and influential messages to consumers en route to and immediately before making purchases.

Through its Insight teams, Kinetic is involved in a number of other research initiatives looking to harness tools and disciplines such as Econometrics and Behavioural Economics to gain an even better understanding of consumer be-haviours and mind-sets when out of the home.

With OOH revenue increasing in so many of the markets covered by this report, OOH media clearly has an enduring and expanding role to play in the increasingly digital media landscape that we find across Western Europe.

As the report’s summary says;

'As a result, brands can now plan their media formats along the Path to Purchase according to the appropriate audience. In addition they can also start to use a variety of creative mes-sages consistent with the key communication advantage of the media format, its target grocery shopper and their proximity to the grocery store. An average 52 minutes are available for brands to compel targeted engagement with the appropriate segment that are in decision-making mode while shopping.’

DOOH as a % of OOH revenue

Path to purchase

DOOH as % of all OOH revenue(Source: Kinetic estimates 2014)

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Variations in the nature and avail-ability of data for the range of OOH formats, environments, and display types makes it impractical to try and combine data for all of the disparate markets discussed here. However, by combining those data sets that are generally compatible, we can derive some overall market data.

OOH EnvironmentsThe individual market dynamics are shown within the country-by-country sec-tion of this guide, but the most notable revenue growth across the market in re-cent years has been in ‘Street Furniture’. There has also been some general growth in OOH spend in Retail environments, although this remains a relatively small proportion of overall spend in most mar-kets. The combined expenditure data for

the major environments shown does not represent absolute total revenue as there are many ‘other’ formats in each market, representing significant additional spend in some cases.

As we’ve already illustrated DOOH still represents a relatively small proportion of overall OOH spend across Western Europe, but it is growing quite rapidly. Detailed DOOH spend figures are not available by environment in many mar-kets, but we estimate that digital’s overall contribution to OOH spend has risen by over 70% between 2012 and 2015.

Environments

We estimate that digital’s overall contribution to OOH spend has risen by over 70%

Given the variations in data sources and the continual shift in absolute panel numbers, particularly within Transport and Retail environments where so much digital investment is being made, it is not possible to accurately track the number of physical displays available across the board.

However, as the chart illustrates the number of Roadside panels across a broad selection of markets is generally declining whilst the volume of Street Furniture inventory is inching up.

Roadside and Street Furniture

Number of Roadside & Street Furniture panels(Source: Kinetic local offices & projections*)

Total spend by major common environments(Source: Kinetic local estimates & projections*)

* Includes Belgium, France, Ireland, Italy, Netherlands, Spain, Switzerland, & UK * Includes Belgium, France, Germany Ireland, Italy, The Netherlands & Spain

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Inevitably the overall vendor landscape is populated by a vast array of media owners, but a few large players take the lion’s share of revenue within each individual market.

Getting a picture of how each vendor fits into an overall Western European pecking order is complicated by the variety of formats and environments across the continent. If we focus just on the major environments we used earlier (Roadside, Street Furniture, Transport, and Retail), we can get an overall feel for who the significantly sized vendors are across these markets combined.

Inevitably the figures shown need to be treated with some caution – in the absence of any published and verified pan-European data these are Kinetic’s own best approximations. But the overall landscape they present is a realistic one. Only a few vendors can currently claim any real scale across these mar-kets combined, but the five biggest represent over 80% of the OOH market within these most common environments.

Although definitions and rank-ings also vary from country to country, there is a general consistency about the adver-tiser sectors that top both the all media spend charts and any ranking of OOH advertisers across most of these markets.

Individual country data is shown in more detail later in this guide, but the top spending sectors across all media overwhelmingly come from the fol-lowing: Retail, Motors, Food, Finance, Entertainment & Leisure, and Media.

The relative order changes from market to market but these sectors would generally populate a top five almost anywhere in Western Europe, with Retail topping most rankings as the big-gest spending sector across all media combined.

If we look at similar rankings for OOH spend, we find many of the same sectors populating the top five, although Retail tops far fewer of these rankings, gener-ally ranking in 3rd or 4th place. The most notable difference is the absence of Telecoms as a major overall media ad-vertiser, but it frequently appears within the OOH rankings. Clearly there is an in-herent empathy between mobile phones and a medium that reaches consumers whilst they are on the move.

Entertainment & Leisure also tends to represent a greater proportion of OOH spend than for all media, whilst Drink appears in several of the top 5s for OOH but in few of the All Media rankings. In most markets the Drink category includes non-alcoholic beverages and is not restricted to alcohol alone.

VendorsAdvertiser sectors

Est. Vendor share of major format OOH revenue 2014(Source: Kinetic estimates*)

Sectors - % share of spend year to date(Source: UK, All Media, Nielson 2013)

Automotive 9.2%

Clothing and Access.3.4%

Distribution5.4%

Durables5.9%

Entertainment13.0% Financial

6.3%

FMCG21.3%

Healthcare7.5%

Industry and serv.11.3%

Media8.9%

Telecom5.9%

*Includes Belgium, France, Germany, Ireland, Italy, The Netherlands, Spain, & UK

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Airports

By definition its audience and core advertiser constituency is predomi-nantly international rather than domestic, (although this does vary in degree – e.g. Heathrow handles mainly international flights whilst London City schedules more domestic flights).

Air travellers are not only subject to extended ‘dwell time’ but are often actively seeking distraction or en-gagement during their waiting time. Airports are retail environments in their own right.

The number of air journeys to and from European airports is still growing – ACI data suggests numbers rose by c. 5% in the first half of 2014 alone. This places the development of further airport capacity on the agenda of so many of Europe’s major cities. The airport operators face a situation where the combined influ-ence of growing passenger numbers, governmental policy and taxation, and rising fuel costs are all placing pressure on their margins. As a result the emphasis for airport operators for the foreseeable future will be on maximising operational efficiency, improving customer satisfaction and ultimately maximising revenues.

Minimising costs through greater digital implementation may well lead to more ‘self-service’ airports. In turn

this should result in reduced dwell-time at “stress points”, and more time to shop, eat and drink. The rise of the airport as a destination in itself rather than a means to an end is a signifi-cant one too – the plans for Zurich’s airport development provide an interesting example of how this may look for the consumer. http://www.thecircle.ch/

As an Out of Home environment airport advertising is worthy of separate consideration on several counts;

Air travellers are not only subject to extended ‘dwell time’ but are often actively seeking distraction or engagement during their waiting time

In this more technology laden environment digital OOH finds a natural home and the pace of digitisation is accelerating.

Approximately 30% of the Out of Home inventory at Heathrow is already digitised, but the fully digitised airport portfolio is already on its way in cities such as Copenhagen.

Airport expenditure is included within the ‘transport’ figures in several of the individual market's information within this survey. But we can confidently expect to see an expansion in digital inventory in these important travel hubs across the continent and with it an increasing emphasis on more sophisti-cated audience measurement and seg-mentation. In short an already complex market is not only likely to grow bigger

but also to command increasingly spe-cialised knowledge and understanding.

If you would like more information or in-sight into the airport marketplace across Europe or the globe, Kinetic’s specialist division Aviator will be happy to help. Contact details are included on page 6.

Airports are retail environments in their own right

DOOH in Airports

30%of the Out of Home

inventory at Heathrow is already digitised

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We have tried to apply consistency across all of the markets covered within this sec-tion of the report, although we acknowl-edge that the extent and nature of the data available varies slightly from one country to another.

In order to minimise repetition we have tried to keep the commentary for each market to a minimum, so there is a need to make some general observations that apply to the majority of the markets here. In all but a few markets OOH revenue is predicted to grow over the next 12 – 18 months, along with its share of the overall media pie.

The exceptions to this tend to be in those countries still recovering from general economic recession and still undergoing fiscal hardships through dramatic reduc-tions in both government and consumer spending.

*1 2013 data*2 Poster group / Poster Conseil - Kinetic affiliate*3 Kinetic does not exist anymore in Spain, GroupM backoffice took over parts of

the process (planning and admin), agencies are handling the negotiations

Kinetic comment

Est Kinetic market share by country(Source: Kinetic local offices)

Belgium

In all markets DOOH is showing signifi-cant annual growth, albeit from relatively low bases. Although we can’t always demonstrate this within the available data, anecdotally much of this digital investment is taking place in ‘enclosed’ environments and / or those with longer consumer dwell time, e.g. transport hubs, malls, and in-store.

In most markets a few vendors tend to control significant proportions of the OOH inventory with the remainder di-vided up amongst a myriad of far smaller players.

The top spending advertisers and client sectors also tend to represent a larger proportion of the total OOH market than they do of the overall media landscape.

This indicates that in most markets OOH currently attracts a slightly narrower range of advertisers, many of whom tend to be disproportionately heavy inves-tors in OOH in comparison to their other media activity.

This Year Next Year data – The revenue figures shown are net of commission and production and so may appear lower than the gross figures quoted from other local and international sources.

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Belgium - Share of spend by major environment(Source: Kinetic estimates)

Belgium - No. of panels by major environment(Source: Kinetic estimates/CIM/Nielsen)

Belgium - OOH revenue and % of all media spend(Source: GroupM TYNY)

Belgium - Est share of revenue by major vendor*

Belgium - Est share of Transport revenue by major vendor*

Belgium - Est share of Roadside revenue by major vendor*

*Source: Kinetic estimates 2014

Belgium - Growth of DOOH revenue(Source: Kinetic estimates/CIM/Nielsen)

Belgium - Est share of Street Furniture revenue by major vendor*

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Cim Traffic Affichage is the industry standard audience measurement system, produced by Pointlogic. It is updated twice a year and avail-able to agencies and specialists.

CTA is an overall campaign evaluation tool that reports coverage, frequency and

impact data against a range of standard demographics in-cluding education and profes-sion as well as age, class, and sex.

Whilst it doesn’t incorporate any quality metrics such as angle of display or visibility it does cover 90% of all six sheets and between 65 - 100% of other major formats.

Budget GuidelinesAudience measurement tools Format type Panel size (cm) No. of Panels Campaign duration Approx. Cost

6 sheets 175 x 118 2800 1 week €140,000

3 formats 232 x 314 750 2 weeks €180,000

Format type Panel size (cm) No. of Panels Campaign duration Approx. Cost

6 sheets 176 x 118 1797 1 week €110,000

96 sheets 297 x 1160 80 2 weeks €110,000

National Campaign

Main cities only campaign

Belgium - Est share of Retail revenue by major vendor 2014 (Source: Kinetic estimate)

Belgium - Top 10 OOH advertisers by spend 2013(Source: Cim/Nielsen/Kinetic)

Belgium - Top 5 advertiser sectors in OOH by spend 2013 (Source: Kinetic estimate)

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GroupM’s TYNY predicts a 5% fall in OOH revenue following a 2.4% increase in 2013. However it also predicts a return to growth, with OOH revenues expected to grow by 2% in 2015.

Although we anticipate DOOH repre-senting c. 4% of total OOH revenue across the major environments, this will represent a three-fold increase on 2012. As in other markets the majority of DOOH development has so far been in Transport and Retail environments.

Kinetic comment

France

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France - Share of spend by major environment(Source: Kinetic estimate)

France - No. of panels by major environment(Source: Kinetic estimate)

France - OOH revenue & % of all media spend(Source: GroupM TYNY)

France - Growth of DOOH revenue in major formats(Source: Kinetic estimate)

France - Share of major format revenues by major vendor 2014*

France - Est share of Street Furniture Revenue by major vendor 2014*

France - Est share of Roadside revenue by major vendor 2014*

France - Est share of Transport revenue by major vendor 2014*

*Source: Kinetic estimate

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APE – MOOHV (2015)Produced by Affimetrie, this is a quarterly data source that allows overall campaign evaluations but which is not site-specific. It evaluates coverage, frequency, and OTS based on 52 different audience demographic combinations.

Available to specialist OOH agencies, it covers c. 78% of all OOH inventory and also allows evaluations against quality metrics such as vis-ibility, lighting, angle to traffic flow, etc.

MobigareAn annual source of site specific data covering OOH sites in railway stations, it therefore covers only c. 5% of total OOH inventory. The data is produced by Simaris. Available to specialist agencies, it provides audience data against 28 audiences and allows overall campaign evaluation of cover and frequency, but doesn’t include any quality metrics.

Simaris MallsThis is another output from Simaris that covers OOH in Malls and represents c. 1% of total inventory. It provides the same level and nature of data as the Mobigare survey described above.

Budget Guidelines

Audience measurement tools

Format type Panel size No. of Panels Campaign duration Approx. Cost

CLP 2m2 6,930 1 week €486,243

CLB 8m2 2810 1 week €267,787

Billboards 12m2 5014 1 week €462,225

Mix 2m2 & 8m2 5,735 1 week €581,350

National Campaign

54 cities > 100,000 population

France - Share of retail revenue by major vendor(Source: Kinetic estimate)

France - Top 10 OOH advertisers by spend 2013 (Source: AC Nielsen)

France - Top 5 spending advertiser categories in OOH 2013* (Source: Kinetic estimate)

*These sectors represented a little over 60% of all OOH spend in 2013 according to our estimates.


CLP 2m2 14,814 1 week €835,450

CLB 8m2 7,607 1 week €796,322

Billboards 12m2 6,955 1 week €487,141

Mix 2m2 & 8m2 6,300 1 week €641,912

Format Panel size No. of Panels Campaign duration Approx Cost

CLP 2m2 500 1 week €151,549

CLB 8m2 350 1 week €109,729

Billboards 12m2 825 1 weeks €130,010

Mix 2m2 & 8m2 308 1 week €92,281

Greater Paris only

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After showing a contraction of 1.6% in 2013, OOH revenue is predicted to remain static for 2014 but to show 0.5% growth next year, according to GroupM’s TYNY.

However, OOH is a significant medium in France, accounting for more than 10% of all media spend every year since 2008 and predicted to account for 10.7% in 2015.

As in so many markets spend on DOOH has more than doubled since 2012 and is predicted to exceed €100,000,000 next year, when it is anticipated there will be approaching 3,500 digital panels in transport and retail locations alone.

Kinetic comment

Germany

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Germany - No. of panels by major environment 2014(Source: Plakativ Daten & Fakten)

Germany - Share of spend by major environment 2014(Source: Plakativ Daten & Fakten)

Germany - OOH revenue and share of all media spend (Source: GroupM TYNY)

Street Furniture is not identified as a format whilst spend in Retail environments is recorded at below 0.1% of the total.

No panel number data is available for either Street Furniture or Retail, and these figures exclude any digital inventory. No digital expenditure is available for any-thing but Transport environments, where 2014 spend is likely to total €96.5m, rising to c. €115m next year.

Germany - Share of major environment revenues by vendor 2014 (Source: Kinetic estimate)

Germany - Top advertisers by OOH spend 2013 €m(Source: AC Nielsen Gmbh)

Germany - Top 5 spending advertiser categories in OOH 2013 €m (Source: AC Nielsen Gmbh)

No data is available for vendor volume or share by environment for Germany

These five categories represented c. 48% of all OOH spend in major formats during 2013.

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maPlakatPublished by Arbeitsgemeinschaft Media Analyse (agma), this twice yearly data is available to agma members (agencies, adver-tisers, and vendors). Covering c. 94% of all OOH inventory maPlakat allows both site specific and overall campaign evaluation.

It provides both quantatitive analysis (reach, frequency, GRPs, etc.) and quality meas-urements such as lighting, environment, and angle to the road. It does not yet include digital signage.

Ambient Media Analyse (AMA)Published with varying frequency by Fachverband Ambient Media, AMA is avail-able only to its membership of vendors and specialist OOH agencies. It captures only major vendor’s inventory and the last update was in 2013.

Like maPlakat it provides both individual site evaluation as well as overall campaign delivery estimates of cover, fre-quency, and GRPs but does not include any qualitative data.

Budget Guidelines


Mega light 18/1 2,863 1 week €1,100,000

Billboard 18/1 2,396 10/11 days €470,000


CLP 4/1 21,216 1 week €1,950,00

Format type (cm) Panel size No. of Panels Campaign duration Approx. Cost

Mega light 18/1 1,675 1 week €800,000

Billboard 18/1 952 10/11 days €200,000


CLP 4/1 9,393 1 week €1,287,000

National Campaign – top 112 cities based on coverage

Option 1

Option 2

Main Cities – Top 15 cities only

Option 1

Option 2


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Ireland

According to GroupM’s TYNY data Germany saw a spectacular annual increase in OOH spend of 16.6% in 2013 and is predicted to achieve a further 35% growth in 2014 and 1.5% in 2015.

As in most other markets OOH revenue growth has come at a time when press spend is diminishing; in Germany TYNY data predicts consumer print revenues contracting by over 20% between 2012 and the end of 2015.

Kinetic comment

40. 41.


Ireland - OOH revenue and % of all media spend(Source: GroupM TYNY)

Ireland - No of panels by major environment(Source: Kinetic estimate)

Ireland - Share of spend by major environment(Source: Kinetic estimate)

Ireland - Est share of Roadside revenue by vendor 2014

Ireland - Est share of Street Furniture revenue by vendor 2014Ireland - Est revenue share by vendor 2014

Ireland - Growth of DOOH revenue in major formats (€m)(Source: Kinetic estimate)

Ireland - Est share of Transport revenue by vendor 2014

Source: Kinetic estimates*

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The top five advertiser sectors represent over 70% of the total OOH spend within Ireland.

Ireland - Top 5 advertisers sectors in OOH by spend 2013 (€m)(Source: AC Nielsen)

JNOR / CAFASProduced by Outdoor Media Association (Ireland) each quarter and covering c. 98% of all OOH inventory.Available to vendors, agencies and specialists.Providing campaign coverage and frequency estimates against a range of major demographics.

Includes quality metrics such as lighting, angle to traffic, visibility, clutter etc., plus av-erage audience flow per week

FIT Bespoke in-house tool unique to Kinetic Ireland providing recommended frequency level for campaigns.

Data is analysed on a cam-paign by campaign basis taking account of the market, the message and other specifi-cally relevant media factors.

RESEARCHER Post campaign research con-ducted on-street throughout the year measuring cam-paign recall (unprompted & prompted), liking, message delivery and call to action.

Budget Guidelines


Billboards 48 sheets 150 2 weeks €90,000

Bus Shelters 6 sheets 275 2 weeks €78,375

PoS 6 Sheets 150 2 weeks €24,000

Transport Bus T Sides* 75 2 weeks €28,500


Billboards 48 sheets 50 2 weeks €47,500

Bus Shelters 6 sheets 125 2 weeks €35,625

PoS 6 Sheets 75 2 weeks €12,000

Transport Bus T Sides* 75 2 weeks €28,500

National Campaign

Main cities only

*T Sides only available in Dublin

*T Sides only available in Dublin


Ireland - Est share of Retail revenue by vendor 2014(Source: Kinetic estimate)

Ireland - Top 10 OOH advertisers by spend 2013 (€m)(Source: AC Nielsen)

44.


OOH recorded an 8.1% increase in annualised revenue in 2013 and TYNY currently predicts 3.% growth in 2014 and 1.7% in 2015.

As elsewhere DOOH is currently a relatively small and geographically concentrated part of the overall OOH market, but has already shown rapid growth from a low starting base. By the end of 2015 we would expect DOOH to represent in excess of 10% of all OOH revenue in Ireland.

Kinetic comment

Italy

46. 47.


Italy - Est share of major environment revenues by vendor 2014

Italy - Est share of Street Furniture revenue by major vendor 2014 Italy - Est share of Roadside revenue by major vendor 2014Italy - No of panels by major environment*2

(Source: Kinetic and Vendor estimates)

Italy - Share of spend by major environment*1

(Source: Kinetic and Vendor estimates)Italy - OOH revenue and % of all media spend

(Source: GroupM TYNY)

Italy - Growth of DOOH revenue in Roadside, Transport & Retail (€m)(Source: Kinetic estimates/CIM/Nielsen)

*1The mega sites included are usually banners erected on scaffolding around construction sites or building renovations; some of the apparent decline in Roadside spend may therefore be partially accounted for by the growth in Mega Site spend.

*2We do not have reliable data for Retail or Mega Site panel numbers, but their absence from this chart partially explains the apparent decline in the overall

(Source: Kinetic & vendor estimates)

48. 49.


AudiOutdoorSyndicated and available to specialists and agencies, AudiOutdoor covers c. 20% of established (non-digital) OOH, allowing overall campaign evaluation of these elements rather than individual site analysis. Updated on a quar-terly basis it provides quantita-tive data, (reach, frequency, and GRPs), but no qualitative metrics.

Towards research Audience Measurement TRAM is an ad hoc piece of research produced by IGP Decaux and covers only bus and underground inventory,

although 95% of the available signage in these environments is included. The last updated data was released in 2013.

Available to agencies and specialists it provides overall campaign evaluation met-rics against adults, men, and women plus 6 age ranges.

Kinetic Integrated Evaluating System (Kinetic IES)A bespoke Kinetic system only available to Kinetic offices, the data is ad hoc but last updated in 2014. It provides estimates covering 100% of all traditional OOH in most environments and 95% of bus and under-ground inventory.

Budget Guidelines


Billboards 600 & 400 x 300 2,350 2 weeks €1,177,000


Street furniture 120 x 140 & 180 x 200 2,451 2 weeks €847,000


Stree furniture 120 x 140 & 180 x 200 1,127 2 weeks €567,000

Transit 300 x 70 960 2 weeks €204,000

Digital Various 129 2 weeks €302,000

National Campaign (60 cities)

Main cities (10 cities)

Main cities (4 cities)


Italy - Est share of 2014 Mega Sites revenue by major vendor(Source: Kinetic & Vendor estimates)

Italy - Top OOH advertisers by spend 2013 (€m)(Source: AC Nielsen)

Italy - Top 5 OOH advertiser sectors 2013 (€m)(Source: AC Nielsen)

Italy - Est share of Transport revenue by major vendor 2014(Source: Kinetic & Vendor estimates)

50.


Spain

Although OOH spend in Italy has declined significantly over recent years, this has to be viewed in the context of declines of 12% and 10% respectively in overall media spend in 2012 and 2013 as the Italian economy struggled to emerge from the recession created by the 2008 financial crisis.

GroupM’s TYNY predicted a 6.5% decline in OOH spend in 2014, against a predicted decline in overall media spend of 2.1%. In itself this overall figure would be far worse were it not for an estimated 6.1% increase in inter-action spending. 2015 is predicted to see a return to revenue growth in OOH of 1.4%.

As in so many of these markets DOOH spend has grown consistently over recent years and within the major environments discussed within this document is predicted to reach €28m in 2015, and increase of over 28% since 2012.

Kinetic comment

52. 53.


Spain - Growth of DOOH revenue in major formats (€m)(Source: Kinetic estimates)

Spain - OOH revenue and % of all media spend (Source: GroupM TYNY)

The Spanish economy has undergone extreme difficulties resulting from a severe squeeze on public expenditure and high unemployment. Spend across all media declined by almost 16% during 2012 whilst OOH share of spend was (and remains) higher than in most other markets and has also suffered, although a return to growth is predicted for both this year and next.

Only around 50% of sites are audited within the audience measurement systems so that panel numbers are not available for all formats. However, the number of both Roadside and Street Furniture panels that are audited has remained fairly constant over re-cent years at 40,000 and 80,000 sites respectively.

Spain - Share of OOH spend by major environments(Source: Kinetic estimates)

Spain - Est. share of OOH spend by vendor(Source: Kinetic estimates)

54. 55.


GeomexProduced by Cuende Infometrics this survey is available to media agencies, specialists, and vendors and some of the data is updated as frequently as weekly. It covers between 50%-60% of all OOH sites, but these represent c. 80% of all OOH spend.

It is used mainly for campaign evaluation but also provides some individual site scoring. It reports on both quantitive metrics, (cover & frequency), as well as some qualitative metrics such as angle to traffic.

Estudio General de MediosA general media resource reporting across media types it is produced in 3 waves each year by Asociación de Investigación Medios de Comunicación and is available to media owners and media agencies.

It reports on overall coverage by medium and environment and so is very generic and provides no detail for OOH campaign delivery and only few quality metrics con-cerning the environment.

Format type Panel size (cm) No. of Panels Campaign duration Approx. Cost**

Street furniture 120 x 176 3,300 1 week €270,000

Airports 120 x 176 scrollers 225 1 month €140,000

Billboards 800 x 300 1,000 2 weeks €110,000

Backlits 800 x 300 250 1 month €190,000

Digital Network* (general) Various 4,400 2 weeks €130,000

Digital Network* (malls) Various 800 2 weeks €100,000

National campaign


Spain - Top 5 spending advertiser categories in OOH 2013

It is not possible to break this data down into shares of each of the major environments separately for Spain. Details of overall sector spend are not available either, but the top five spending categories in order of size are as follows:

Telecoms & InternetMotorsRetail & RestaurantsCulture, Education, and Media CommunicationsBeauty & Hygiene

Spend estimates are available at individual advertiser level.

Spain - Top 10 OOH advertisers by spend 2013 (€m)(Source: Kinetic)

Budget Guidelines

56.


Switzerland

Format type Panel size (cm) No. of Panels Campaign duration Approx. Cost**

Street furniture 120 x 176 2,000 1 week €230,000

Subway (Madrid & Barcelona) 120 x 176 410 1 week €50,000

Airports Various 100 1 month €120,000

Billboards 800 x 300 500 2 weeks €70,000

Backlits 800 x 300 180 1 month €130,000

Digital Network* (general) Various 4,200 2 weeks €125,000

Digital Network* (malls) Various 500 2 weeks €70,000

Main cities (Top 5 – Madrid, Barcelona, Valencia, Seville, Zaragoza)

As we have already observed the Spanish economy is still struggling to find its way back to pre-2008 levels and as a conse-quence has seen a fall in both OOH and overall media spend over recent years (overall media spend downsized 58% vs. 2007).

However, the latest TYNY projections predict 2% growth in OOH spend in

Spain in 2014 and a further year-on-year uplift of 3% in 2015.

DOOH spend has shown uninterrupted growth since 2012 and represents a higher proportion of OOH overall spend than almost all other markets covered within this report. Our own estimates suggest it could represent c. 9.5% of total OOH spend in Spain by the end of 2015.

Kinetic comment

*The digital network is for GroupM/Kinetic clients exclusively

**The costs are not rate card prices, but approx. negotiation costs

58. 59.


Switzerland - Top 10 advertisers by OOH spend 2013 (€m) (Source: Mediafocus)

Switzerland - OOH revenue & share of all media spend(Source: GroupM TYNY)

Switzerland - Est share of 2014 revenue by major vendor(Source: Kinetic estimate)

Switzerland - Top 5 advertiser sectors in OOH by spend 2013 (€m)(Source: Mediafocus)

These top 5 advertiser sectors represent just under 50% of the total OOH spend

OOH’s share of all media spend is far higher in Switzerland than in any of the other mar-kets we have examined in this guide. However, there are no reliable data available as to how this spend is split across the major environments we have used elsewhere, or how this splits by major vendor. The share of all OOH revenue accounted for by the major vendors is as shown above.

Switzerland - Growth of DOOH revenue (€m)(Source: Mediafocus)

60.


SPR+Produced by licensed agen-cies APG & CCS in addition to the OOH specialists, SPR+ provides high level, overall campaign evaluation but does not include any quality metrics in its reporting.

Providing standard quantitive data, i.e. reach, frequency, and GRPs against a range of demographics but the data is updated infrequently – some site data is only updated every 2 -3 years.

Format type Panel size (cm) No. of Panels Campaign duration

F12 268.5 x 128 2,160 (F12 & F200L) 14 days

F200L 119 x 170 7 days

Format type Panel size (cm) No. of Panels Campaign duration

F12 268.5 x 128 2,160 (F12 & F200L) 14 days

F200L 119 x 170 7 days

National Campaign ‘Big26’ cities / ‘Couronne Cities’ / ‘Big 10’

Main Cities Only (‘Big 5 Couronne Cities’)


GroupM’s data predicts a fall in OOH spend in Switzerland in 2014 of 8.65% but a return to growth with a 4.5% increase in 2015.

These figures have to be put into the broader context of declining spend on all media channels except for TV and Internet this year, plus the fact

that OOH revenues are already at a far higher level in terms of share than in any other market in Western Europe.

As elsewhere, DOOH continues to grow but is ex-pected to represent only c. 4% of all OOH spend by the end of 2015.

Kinetic comment

The Netherlands

62. 63.


The Netherlands - Share of spend by major environment(Source: Nielson/CAFAS)

The Netherlands - No. of panels by major environment(Source: Kinetic estimates)

The Netherlands - Growth of DOOH revenue (€m) (Source: Nielson/CAFAS)

The Netherlands - Est share of OOH spend by vendor*(Source: Nielsen)

The Netherlands - Est share Transport revenue by Vendor* (Source: Kinetic estimates)

The Netherlands - Est share of Street Furniture revenue by vendor*(Source: Kinetic estimates)

The Netherlands - Est share of Roadside revenue by Vendor* (Source: Kinetic estimates)

The Netherlands - OOH revenue and % of all media spend

*2014

(Source: GroupM TYNY)

64. 65.


The Netherlands - Est share of other format revenue by vendor 2014 (Source: Kinetic estimates)

The top five advertiser sectors represent over 65% of the total OOH spend

The Netherlands - Top 5 advertiser sectors in OOH by spend 2013 (€m) (Source: Nielson)

The Netherlands - Est share of Retail revenue by vendor 2014(Source: Kinetic estimates)

The Netherlands - Top 10 OOH advertisers by spend 2013 (€m) (Source: Nielsen)

66.


CAFAS Produced by Simon Cooper and available to agencies and special-ists, individual site data is updated on a quar-terly basis (although other data has not been updated in the last 3 years).

Some individual sites can be separately evaluated but its main function is to provide overall campaign evaluations.

Cafas reports against quanti-tative metrics such as cover and average frequency, both nationally and for 30 separate regions and can report on al-most 250 demographic target groups. It also incorporates some qualitative scoring, e.g. visibility, lighting, angle of display, etc.

Budget Guidelines

Format type Panel size (ft) No. of Panels Campaign duration Approx. Cost

CLP 118.5 x 175 5,700 1 week €290,000

CLP 118.5 x 175 4,025 1 week €200,000

Billboard 332 x 236 485 2 weeks €160,000

CLP 118.5 x 175 4,650 1 week €340,000

CLP 118.5 x 175 4,579 1 week €290,000

§Format type Panel size (ft) No. of Panels Campaign duration Approx. Cost

CLP 118.5 x 175 450 1 week €40,000

CLP + Spectacular 118.5 x 175 400 1 week €40,000

96 sheets 118.5 x 175 469 1 week €35,000

Bus T sides 118.5 x 175 1,291 1 week €70,000

Bus supersides 118.5 x 175 200 2 weeks €45,800

National Campaign

Main Cities Only


GroupM TYNY reports a 4.9% annual dip in OOH spend during 2013 but predicts 1.9% revenue growth for in 2014 and an in-crease of 2.5% for 2015 in The Netherlands.

DOOH is still in its relative infancy but shows rapid growth – it is predicted to reach c. €15m this year, an increase of over 300% on 2012 levels which takes its share of overall OOH revenue to around 3% of the total. Vendors however predict 2015 will see stabilisation and possibly a decline.

Kinetic comment

68. 69.


United Kingdom

70. 71.


UK - Share of spend by major environment(Source: Kinetic estimates)

UK - No. of panels by major environment(Source: Kinetic estimates)

UK - OOH revenue and % of all media spend (Source: GroupM TYNY)

UK - Growth of DOOH revenue in major formats (€m)(Source: Kinetic estimates)

UK - Est share of format revenue by major vendor UK - Est share of Street Furniture revenue by major vendor

UK - Est share of Roadside revenue by major vendor UK - Est share of Transport revenue by major vendor

(Source: Kinetic estimates 2014)

72. 73.


These top five advertiser sectors represented almost 60% of the total UK OOH spend in 2013.

UK - Est share of Retail revenue by vendor 2014 (Source: Kinetic estimates)

UK - Top 10 OOH advertisers by spend 2013 (€m) (Source: Nielsen)

UK - Top 5 spending advertiser sectors in OOH by spend 2013 (Source: Nielson)

ROUTEFunded by vendors and most specialist OOH agencies, Route is a comprehensive GPS based survey that covers c. 95% of existing OOH inventory. It uses individual frame ID’s, audience count data and travel survey data based on GPS. It is added to quarterly and updated annually.

Both quantitative and qualita-tive metrics are included in the data, which is primarily used for campaign evaluation (coverage, frequency, GRPs) against a huge range of target audiences based on demo-graphic combinations.

Budget Guidelines


6 sheets 5,000 2 weeks €720,000

48 sheets 20 x 10 2,000 2 weeks €696,000

96 sheets 40 x 10 400 2 weeks €384,000

Bus T sides 2,345 2 weeks €600,000

Bus supersides 4,100 2 weeks €442,800


6 sheets 5,000 2 weeks €720,000

48 sheets 20 x 10 2,000 2 weeks €696,000

96 sheets 40 x 10 400 2 weeks €384,000

Bus T sides 2,345 2 weeks €600,000

Bus supersides 4,100 2 weeks €442,800

National Campaign


Main Cities Only

74. 75.


OOH received a huge boost from the London 2012 Olympics, enjoying almost 10% revenue growth that year. Subsequent growth is therefore coming off a relatively high annualised base but is still expected to achieve 2.4% growth in 2014 and 4% in 2015.

The UK is certainly one of the most developed OOH markets in terms of DOOH and 2015 is expected to see these revenues record more than 50% growth from 2012.

DOOH represents a far higher share of the total OOH pie than in most other global markets, projected to represent 24% of all revenue in 2014 and 27% in 2015.

Kinetic comment

76. 77.


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