The value of the out of home medium in the first half of 2011 was approximately €94.3m. That figure is based on display at rate card. This is down by a couple of million euro on the same period in 2010. However, a major factor in this decline in display value is down to the fact that this year cycle 11 was reduced to one week in length and therefore halved in value.
In real terms, we estimate the out of home sector to be down by about 5% on 2010. It has been a very difficult period for all concerned but we are very encouraged by the fact that the medium is not standing still in terms of product development and that our formats continue to be supported by many of the top advertisers across the island of Ireland.
Both the traditional and modern elements of the medium are in constant development and good examples of this were clear in the first half of 2011. JCDecaux introduced HD posting on 48 Sheets, thus improving the quality of the traditional large billboard. CBS Outdoor invested heavily in the digital DPods in Dundrum, which were launched in Spring 2011 and have impressed with their clarity and quality. What we are now seeing develop in the digital area is an established network of opportunities that now make the digital option a more viable one for many advertisers. With this in mind, at PML Group we have established the Digital out of home Centre, a division dedicated to the management of this growing strand of our industry. More details on this will be available soon.
There have been some interesting changes in the categories that use out of home the most. Confectionery is a major growth area for the medium. Food, not including confectionery, was the second most active category on the medium in the first half of 2011, second only to Telecoms and pushing Beers & Ciders into third place. If confectionery were to be added to the general food category, it would be the number one category. As it stands, confectionery lies 5th, having increased in value on out of home by over 40% in 2011. Telecoms remains the top single category, with display values of over €12m. Vodafone, eircom group and O2 are all above €2m display value for 2011. Other notable movers in terms of categories are Beers & Ciders (down 36%) and films (up 10%). Soft Drinks and Health & Hygiene have also dropped in value quite a bit and both only just make the top 10.
Out-of-home company Clear Channel has launched its next generation of interactive screens at the Cannes Lions International Festival of Creativity.
The new screens include multi-touch capabilities and are capable of motion sensing, gesture perception, face detection, colour recognition and augmented reality, and have been developed by Clear Channel’s Create + Collaborate unit. The screens incorporate 12-point multi-touch, HD cameras, movement sensors, infrared technology, 3G comms and eye-tracking software, and will allow advertisers to book campaigns that allow people to not only view live content, but also control the content, and star in the ads.
The two screens showcased at Cannes deliver three different interactive experiences. The first was a simple game using the face detection functionality to enable the player to control the game by moving from side to side. The second is an augmented reality experience, in which attendees can become part of the advertising, while the third creates a customised car based on the colour of the clothes people are wearing.
Derek Manns, head of Create + Collaboration at Clear Channel UK, said: “What we have created is the most advanced interactive six-sheet, which uses technology to deliver memorable experiences for consumers while they are out and about”.
CBS Outdoor launched a new and site-specific digital advertising format in Dundrum Town Centre this week, with Nokia, National Lottery, Adidas, Nestlé and Warner Bros among the first advertisers to use the new screens. The digital signage structure, which is unique to Dundrum Town Centre, has been designed to complement the internal environment of the mall. A proprietary aluminium chassis housing the specialised media hardware is cloaked within a glass reinforced plastic (GRP) shell.
According to CBS Outdoor, this is the first time this type of innovative design and engineering approach has been used for an outdoor media format in the Irish market. “This is a fantastic project and it’s very exciting to be bringing a new and innovative product to the Irish marketplace,” said Colin Leahy, managing director of CBS Outdoor Ireland. “Doing anything that is progressive and unique is always exciting but particularly so in the current environment. Despite the economic climate that we all find ourselves in today CBS Outdoor is committed to successfully delivering audiences for our clients and revenue streams for our asset partners”.
“We have been working closely with CBS Outdoor over the last twelve months and the digital network is in keeping with the spirit of Dundrum Town Centre in being at the forefront of technological innovations,” said Don Nugent, centre director of Dundrum Town Centre. “This is an important step in the continuing development of Dundrum Town Centre and we wanted to ensure that we had the best media partner for this digital advertising project. ”
HELLO! teamed up with Ocean Outdoor to create a media first in celebration of the Royal Wedding of Prince William to Catherine Middleton. From midday on April 29, HELLO! fed through pictures from the wedding day, as it happened, to Ocean’s Two Towers digital outdoor displays situated on the A4 Hammersmith flyover in London. The campaign allowed HELLO! to capture more than 1.1 million motorists as they drove past the two large-format screens flanking one of the main gateways in and out of London.
Eva Herzigova’s traffic-stopping Wonderbra billboards have been declared the most eyecatching ads of the past few decades. The “Hello Boys” campaign – featuring a huge photograph of the Czech model’s cleavage – caused a sensation when it was first unveiled in 1994. Now it has won a public vote as the favourite “iconic” advertising image in a poll by the Outdoor Media Centre, the trade body for outdoor advertising. In second place was the Conservative Party’s
“Labour Isn’t Working” campaign which depicted a dole queue to highlight rising unemployment figures. And the much-copied Lord Kitchener recruitment posters which date back a century came third. More than 10,000 votes were cast to identify the most striking images to feature in the Outdoor Hall Of Fame, launched in conjunction with ad industry magazine Campaign. The Herzigova posters propelled her to stardom around the world, making her a household name. The huge images were also said to have caused a number of accidents after drivers became distracted by the shots of the model in her underwear. Mike Baker, chief executive of the Outdoor Media Centre, said: “It’s great to see those great iconic images from the past rubbing shoulders with recent advertising work in the public’s affections.”
JCDecaux has launched HD Posting in Ireland for the first time. HD posters are printed as one sheet of lightweight vinyl material. The poster is clipped into special brackets on site using small bungee cords that are then adjusted to give exactly the right amount of tension to the poster. A bespoke frame encapsulates the entire display and the final effect for the advertiser is a flawless stand-out poster. There are many benefits to HD Posting, not least a reduced impact on the environment which is something that JCDecaux is seriously committed to. There is no paper or paste involved, with the result that sites need less maintenance and the likelihood of any damages is dramatically reduced. Weather conditions, time of year or the length of the campaign have no impact on the quality of the display, making it ideal for tc (long term) campaigns. It also offers increased efficiency in terms of posting and the vinyl is 100% recyclable. “HD posting will improve the site quality of JCDecaux’s portfolio in Ireland even further. Site maintenance will be reduced, it’s good for the environment and the end result for the client looks fantastic; everyone benefits.” Brian Cullen, Operations Manager JCDecaux Ireland.
In Rio de Janeiro heated transit shelters were used with the image of beaches to recreate Brazil’s long hot summers. Displayed during Europe’s harsh winter, the panels were equipped with a powerful heater to entice Europeans to get out of the cold and holiday in Brazil.
Often we forget that our favourite movies were once books. As a reminder this campaign ran with complete booksfrom start to finish, recreating iconic images from famous films.
To get consumers to consider using their brand, this campaign used a new audio device to interact with them. Audio Spotlight emits a narrow high frequency beam of sound, which can only be heard by one person at a time, making it perfect to communicating an intimate message.
A joint decision by Ireland’s outdoor industry has been taken to amend the outdoor posting calendar in 2011. Bravo Outdoor, CBS Outdoor, Clear Channel Ireland, JCDecaux Ireland, IPM NI, Kinetic and PML Group have all agreed to amend the 2011 posting calendar on a 32 county basis to be in sync with the UK poster calendar during 2011. The revision to the 2011 poster calendar occurs in Cycle 11 which now becomes a one week cycle and will run from Monday May 23rd to Sunday May 29th.
|
Cycle |
From |
To |
| 1 |
03-Jan |
16-Jan |
| 2 |
17-Jan |
30-Jan |
| 3 |
31-Jan |
13-Feb |
| 4 |
14-Feb |
27-Feb |
| 5 |
28-Feb |
13-March |
| 6 |
14-March |
27-March |
| 7 |
28-March |
10-April |
| 8 |
11-April |
24-April |
| 9 |
25-April |
08-May |
| 10 |
09-May |
22-May |
| 11* |
23-May |
29-May |
| 12 |
30-May |
12-June |
| 13 |
13-June |
26-June |
| 14 |
27-June |
10-July |
| 15 |
11-July |
24-July |
| 16 |
25-July |
07-Aug |
| 17 |
08-Aug |
21-Aug |
| 18 |
22Aug |
04-Sep |
| 19 |
05-Sep |
18-Sep |
| 20 |
19-Sep |
02-Oct |
| 21 |
03-Oct |
16-Oct |
| 22 |
17-Oct |
30-Oct |
| 23 |
31-Oct |
13-Nov |
| 24 |
14-Nov |
27-Nov |
The ambient and digital out-of-home market in Ireland was worth an estimated €28.4m in 2010 according to a new report on the industry that was carried out by AmbientPlus, the ambient subsidiary of PML Group. Ambient media is generally defined as nontraditional out of home media and it is a highly targeted form of advertising and covers a wide range of formats including phone kiosks, building banners, outdoor projections, in-pub advertising and eco cabs.
The €28.4m value that was placed on the market is based on rate card valuations and the information was gleaned from PML’s Posterwatch service as well as media owners themselves. According to the AmbientPlus report, “there is no denying that the current advertising market is challenging however the ambient sector has stood its ground. Historically in recessionary times, ambient would have been the first casualty when budgets needed to be cut. Times and thinking have changed and the importance of this form of advertising is now recognised by the market. With increasing pressure to ensure that reduced media budgets are working hard, advertisers are happy to include ambient media within their overall plans. Often times, ambient media is highly targeted with very little wastage and ambient stunts and innovation can create and deliver a great deal of “earned media” forclients.
“The report also gives a breakdown of the particular industry sectors that use ambient media as part of their overall marketing spend. Some 17% of the €28.4m spend was attributable to the beers & cider market while 13% was attributable to the telecommunications sector. Food accounted for another 10% while tourism and travel accounted for 6% (see table below.
|
Sector |
Display Value |
%of Total Adspend |
| Beers &Ciders |
€4,859,034 |
17% |
| Telecoms |
€3,567,815 |
13% |
| Food |
€2,840,888 |
10% |
| Tourism & Travel |
€1,799,331 |
6% |
| Soft drinks |
€1,760,092 |
6% |
| Retail outlets |
€1,547,021 |
5% |
| Finance |
€1,540,226 |
5% |
| Health & Hygiene |
€1,443,937 |
5% |
| Political & Advisory |
€ 968,723 |
3% |
| Films |
€ 892,660 |
3% |
JCDecaux SA (Euronet Paris: DEC), announced that it has become the largest outdoor advertising company in the world with revenues in 2010 of €2,350 million ($3,115 million). Based on its three divisions of Street Furniture, Transport and Billboard, JCDecaux operates 1,040,600 advertising panels in 56 countries. In Ireland, JCDecaux has changed the outdoor landscape through investment in new formats that yield high-audience for advertisers and public realm enhancement, a ore strength of the JCDecaux Group. Notably, dublinbikes was introduced in September 2009, bringing fundamental improvement to the city. In addition JCDecaux have the contract for the advertising on Luas and are the number one provider of large format billboards in both Northern Ireland and the Republic of Ireland.
