viewpoint A definitive insight into the Out of Home Industry Issue 11

Sept 2013

the space

Evan Morton of Concept shares the OOH campaigns that captured his attention so far this year

focus on northern ireland

n.i. developments in OOHN.I. media owners outline developments in the OOH market across Northern Ireland

news updates

A quick round-up of news, facts and figures from the N.I. Market

www.kineticww.com

02

Viewpoint - N.I. Edition

Welcome to our latest edition of Viewpoint focusing on the Northern Ireland market.

Out of Home in Northern Ireland performed strongly across 2013, with Nielsen reporting a 17% increase for H1 2013 compared to last year. In real terms, we estimate that OOH was up 7%, a strong result in a market that has seen other media decline or hold static.

The NI market often tends to be forgotten when dealing with briefs from the UK and Southern Ireland. However, it has plenty to offer with a population of 1.8 million, a high concentration of young people and a growing workforce. Furthermore, August 2013 saw the first housing price rise in Northern Ireland since 2007, a positive sign in terms of economic and consumer confidence!

CBS PurchasePoints are in high demand due to the continuous upgrading and development programme. They are now located at the entrance to all major supermarkets; Tesco, Asda, Sainsburys & Dunnes. Cycle 17 saw the launch of StorePoints at Tesco and Martin Heatley of CBS Outdoor details how the new format strengthens the path to purchase and complements the existing offering of Trolley Handles and Floor Graphics.

Primesight is set to expand their 6 Sheet network with new, illuminated panels being rolled out at a number of Spars across Northern Ireland. Sarah Cochrane gives us an update on the rollout.

Although the market had a strong H1, it’s difficult to predict how the rest of the year will pan out. Lead times still remain very short. However, all media owners would be expecting to see an uplift across Q3 and Q4. With a number of big blockbusters scheduled for release as well as the Electoral Office carrying out a canvass of the electorate, we expect the OOH market to remain buoyant.

Many thanks to all our contributors for their articles and as always, please get in touch if you have any queries or comments.

Simon DurhamDirector, Kinetic Irelandsimon.durham@kineticww.com

We’ve seen a number of developments in OOH this year and this looks set to continue into 2014.

As with the RoI OOH market, the demand for large format has been high. Premium panels such as backlits and lightboxes have sold particularly well as clients recognise the superior quality that they deliver. Media owners have invested in their development and the locations available are first class. JCDecaux are now set to bring HD (High Definition) 48 Sheets to the market at 20 Belfast locations. They are also building new 48 Sheet and 96 Sheet locations as well as Belfast city centre lightboxes across 2013 and 2014. Julie Mulleady of JCDecaux outlines the development plans further on.

The 6 Sheet market continues to sell well accounting for 53% of total OOH spend in H1 2013. Adshel, in particular the free standing High Street scrollers, are popular due to their premium, central locations with many clients buying all four panels for domination. Digital 6s have now been introduced to the market by Clear Channel at Castlecourt S.C., offering new opportunities for advertisers to further engage with consumers. Peter Megarrell of Clear Channel NI explains what advertisers can expect from these new digital 6s.

A definitive insight into the Out of Home Industry

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The SpaceFor this edition, Evan Morton of Concept gives an overview of some of the OOH campaigns that have grabbed his attention in Northern Ireland so far this year. Evan Morton

Conceptwww.conceptadvertising.co.uk

+44(0) 2892 669 321

Miller

Smirnoff

‘Cranberry & Lime’ - 48 Sheet

Smirnoff has a great track record when it comes to sharp creative for outdoor and this execution for Cranberry and Lime continues that good work. An exceptional image captures the consumer’s attention immediately.

Apple iPad

‘Ear Opening’

- Adshel Adshels are perfectly

designed to advertise the iPad! Clever positioning illustrates the versatility of the product perfectly.

‘Tonight’ - Adshel

This Adshel for Miller Genuine

Draft simply jumps out at the consumer. The vibrancy of the colours is stunning.

‘The Pinchable Ones’ - 48 Sheet

Humour and simplicity in design makes this creative for McDonalds a sure-fire winner. No mistaking the strong branding here.

McDonalds

Coca-Cola

‘Share a Coke’ - 96 Sheet Backlit

Another classic from Coca-Cola brilliantly illustrating the huge success of their personalisation campaign. This epitomises the 3 second rule for outdoor.

04

Clear Channel N.I. launch Digital 6s

Clear Channel Northern Ireland have launched their new portfolio of digital screens in Castlecourt Shopping Centre, Belfast. The screens will reach around 300,000+ shoppers weekly.

“The Castlecourt SC digital 6’s are the first step in taking this premium out of home format to the Northern Ireland market,” says Peter Megarrell, Sales Director of Clear Channel NI. “We are very excited to be the first to offer this product locally, creating new opportunities for advertisers and brands that raises the bar.”

Recent research by Clark Chapman found that digital outdoor advertising is a hit with consumers with 99% agreeing that digital screens show good quality advertising and 80% of shoppers concurring that a digital screen in a shopping mall would catch their attention. Recall rates are also at an impressive 85%. (2)

Clear Channel are offering a variety of packages on the 6 x 65” HD portrait screens in Castlecourt for both static and motion advertisements. Packages are based on a 10 second slot per minute and offer opportunities for multiple creatives and live updates. There is a variety of short term booking options and time slots also available to ensure full flexibility for advertisers.

“This new digital portfolio offers clients a host of possibilities and we can’t wait to see what the future holds, this is just the starting point for digital in Northern Ireland.”

(1) Outdoor Media Centre(2) Clark Chapman 2010

Castlecourt SC has a portfolio of 80+ retailers that includes anchors such as Debenhams & Gap. It combines its impressive retail portfolio with onsite parking and a large food court resulting in it ranking in the top 10% of retail density within Northern Ireland. Castlecourt adopts a forward thinking marketing approach offering a variety of programmes, events and deals to ensure engagement with its 16 million visitors per annum.

Digital outdoor currently accounts for 19% of all outdoor advertising within the UK and is forecast to grow to 25% by 2014. Latest figures from OMC also show that digital spend rose by £54 million last year. (1)

Peter added, “It’s evident that digital is here to stay and so there was no doubt that Clear Channel would invest in bringing this format to Northern Ireland. The units themselves are situated in key walkway locations and are sleek and stylish by design in order to make them attractive to shoppers. As a result the screens are high impact at the point of purchase, consequently making it onto national plans for some international advertisers.”

Peter Megarrell, Sales Director, Clear Channel NI

www.clearchannel-ni.co.uk+44(0) 2890 463 250

CBS Outdoor launch StorePoints

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CBS Outdoor further extends Point of Sale Solutions portfolio in Northern Ireland with the launch of StorePoints at Tesco.

2013 has been an exciting year for Point of Sale in Northern Ireland; it’s long been the vision of CBS Outdoor Northern Ireland to offer a comprehensive POS offering to match that of the ROI market. Major developments include the completion of the PurchasePoints 6 sheet expansion project incorporating the launch of PurchasePoints Express at Tesco Express stores, and the re-launch of the Trolley Handle format with new larger sized units and an improved pack distribution.

Together with Tesco Northern Ireland, CBS Outdoor is delighted to add further to our suite of Point of Sale Solutions, with the introduction of the popular StorePoints format across the entire NI store network. The StorePoints format, already established in Republic of Ireland, takes brand and advertiser messages in-store by utilising the security barriers at the entrance to Northern Ireland’s largest supermarket multiple. The rollout in NI also provides the capability for CBS Outdoor to provide island of Ireland coverage on a number of POS formats including StorePoints.

With one pack available every cycle, StorePoints provide an exclusive and solus stand out opportunity for brands and advertisers wishing to increase their presence at the point of sale and drive incremental sales.

CBS Outdoor is delighted to share the launch with Kinetic Ireland, along with Premier Foods brand Hovis as the first advertiser in Northern Ireland to use this exciting new format.

www.cbsoutdoor-ni.co.uk+44(0) 2890 322 333

As Northern Ireland’s leading supermarket retailer by market share, Tesco has been the focus of CBS Outdoor’s recent POS development. With Tesco shoppers in Northern Ireland spending an average of £86.50 every week on groceries and 60% of all NI Adults owning a Tesco Clubcard, the Tesco NI store network represents a great opportunity for brands to reach a vast number of shoppers every cycle.

We know that many shoppers enter a supermarket with a product shopping list, but not necessarily a brand shopping list. By providing platforms for brands to display a direct promotional message, our aim is to place brands on the shopping list, and the choice of POS formats in NI has never been better positioned to help achieve this.

It all centres on the fact that these opportunities engage shoppers at the most suitable time and place, and offer some of the only advertising formats to create a strong promotional persuasion for the consumer in an environment where all other marketing mix elements are present.

Martin Heatley, General Manager,

CBS Outdoor NI

StorePoints provide an exclusive and solus stand out opportunity for brands and advertisers

“”

our aim is to place brands on the shopping list

“”

06 JCDecaux invest in N.I. Market

www.jcdecaux.ie/ni+44(0) 2890 624 606

2012 and into 2013, saw a significant rebuild programme for the NITHC large format portfolio and the introduction of scrolling 6 sheet panels and a lightbox in prime positions in the two busiest stations in Belfast, Central and Europa. (2)

JCDecaux has had a phenomenal success rate in securing planning permission for new 48 sheets across the province and three Belfast city centre lightboxes, one at Laganside/Donegall Quay and two outside Central Station. The new 5m x 5m lightbox at Laganside will be available to the market towards the end of 2013, with the two locations at Central Station to follow in 2014.

With an extensive portfolio of prime locations throughout NI, JCDecaux is focused on developing our product offering to its full potential. Top quality, illuminated formats in key locations are what the market demands. We have committed to no further development of prismatic/trivision advertising

JCDecaux - leading development in the Northern Irish market

Northern Ireland, boasting top quality entertainment and sporting venues, together with a myriad of tourist attractions has managed to maintain its high level of tourist numbers at a time when consumers are not taking as many holidays or short breaks. It welcomed 3.97 million visitors in 2012 and spend from tourists increased 7% in 2012. (1) Various tourism initiatives and high profile events such as the G8 summit, MTV Awards and President Obama’s visit have further raised the profile of Northern Ireland as a strong, dynamic and highly desirable market.

From an OOH perspective, until recent times, NI tended to lag behind the ROI market in terms of new initiatives and investment. To address this, JCDecaux has applied a strong focus on investing in our products and developing our offering across Northern Ireland.

In 2011, through winning the prestigious NITHC/ Translink advertising contract, we expanded our product and service range to include rail side and bridge advertising.

displays and are reviewing our inventory North and South.

Later in 2013 we will be replacing our double decker site in Cromac Street, Belfast with a 48 sheet lightbox; likewise our prismatic display at Magnet House, Belfast will be converted to a lightbox and will be available for sale on either short or long term basis. This is just the start! JCDecaux is currently in the process of building a new 96 on Victoria Street in Belfast. Directly across from the Law Society buildings and just around the corner from the Courts and Victoria Square, this site will be a must-have on media plans. With an array of other new locations in the pipeline in Lisburn, Belfast and Derry, there is much to look forward to.

Quality is at the core of all we do in JCDecaux. The streets of Belfast are going to get a HD injection this Autumn when we upgrade 20 JCDecaux static 48 sheets to HD displays which will be sold on a print inclusive, line by line basis.

JCDecaux investment in Northern Ireland is an endorsement of our commitment to this important market.

(1) Source: NISRA, 2013(2) 1.9 rail commuters pass through Central Station annually with 7,485 on a working day (Source: NITHC, 2013)

Julie Mulleady, Business Development Director,

JCDecaux

“What cut-through did your N.I. campaign deliver?”

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Primesight doubles in size in Northern Ireland by bringing illuminated 6 sheets outside Spar stores.

Primesight and Henderson’s group have agreed a deal to build 160 panels outside Spar and Eurospar convenience stores in Northern Ireland. Henderson’s is Northern Ireland’s largest independent fuel site operator with key symbol group stores. The deal allows Primesight to double its size in the region creating several benefits for advertisers. The benefits for advertisers include highly targeted locations and the ability to appear on an illuminated 6 sheets outside convenience stores. These panels are the only illuminated 6 sheets at convenience stores nationally, creating an outstanding opportunity to influence consumer behaviour at the point of entering a shop.

This will be an excellent location for FMCG brands to advertise and create a want for the advertised product, increasing the likelihood of impulse buying. Advertisers will also benefit from Primesight’s EPOS research which gives advertisers a chance to see how much sales uplift they receive by using Primesight’s panels. The research is conducted pre, during and post campaign, including control stores with no advertising, to ensure that brands can gain insight from their outdoor advertising campaigns.

The initial build phase one is estimated for November 2013. For more details on the panels, please contact Sarah Cochrane at Primesight.

www.primesight.co.uk +44(0) 7894 072 606

Sarah Cochrane, Sales Manager,

Primesight

Focus on Kinetic Researcher

Researcher is our post campaign research programme delivering insights on your OOH campaign. Provided by Millward Brown Lansdowne, we intercept people in the Out of Home environment and measure the following :

• Unprompted Recall• Prompted Recall• Product Usage• Level of Liking• Message Delivery• Call to Action

We deliver results for all adults (15-49 years) by age, sex, social group as well as product/service users and non-users. All results are benchmarked against averages from campaigns previously researched to examine how they perform.

Research is conducted in Belfast and the sample is representative of the population as per the Census. According to Researcher, the top scoring campaign in Jan-June was Coca-Cola ‘Share a Coke’ scoring 76%!

For more information please contact caroline.decourcy@kineticww.com

“What cut-through did your N.I. campaign deliver?”

Primesight add to their 6 Sheet network

08

kinetic 31 Ballsbridge Terrace 3rd Floor, The PotthouseDublin 4 1 Hill Street, Belfast BT1 2LBt +353 (0)1 668 1822 t +44 (0)2890 725 777 www.kineticww.com

News round-up

/KineticIreland

Adshel Bus Shelter wraps are becoming more popular, adding extra stand-out to a standard 6 Sheet campaign. Coca-Cola was the first advertiser to use the format back in 2001.

Derry saw a media first with the first City Dressing campaign for BBC Radio 1’s Big Weekend. The City Dressing at The Diamond and Ebrington Barracks thanked people for an unforgettable weekend.

Bravo has launched its new backlit premium panel, P650, targeting motorists heading on to York Street/Westlink. Heineken is the first advertiser to use the new panel.

• Titanic Belfast

is now the second

most popular visitor

attraction on the

island of Ireland,

beaten only by the

Guinness Storehouse

in Dublin. Over 1

million visitors passed

through its doors

between 31 March

2012 and July 2013.

(Belfast Telegraph)

• One of the world’s

great cycling events,

Giro d’Italia will stage

its ‘Grande Partenza’,

the Big Start in Belfast

from 10-12 May 2014.

Did you know?

CBS Outdoor backlit T-Sides are coming back to the market for October – March. There are 25 available in total across Belfast.

Image Zoo‘s illuminated

banner on the M3 Motorway

will be available again in the

autumn. The banner is 36

metres long, targeting 59,000

vehicles per day.