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POSTERWATCH1OOH Advertising Market Review H1 2018Republic of Ireland
OOH Market Review2018 Cycles 1 – 131st January 2018 - 1st July 2018Street Scape.3Who's up and who's down in H1 2018.In the Main Frame.8The low down on Digital OOH in H1 2018.The Big Five.12The top campaigns for cycles 8 - 13 (Q2)RE//Format.Focus on formats in H1 2018215
O N ESTREET SCAPE3
Modern applications underpin OOH’s classic valuesColum Harmon, Marketing director, PML GroupIn the July issue of our Explore publication, Eoghan Phelan of V360 outlined some recent researchcarried out on Irish shoppers. The headline stat was that these consumers are spending more than2 full days per year in a supermarket, taking an average of 34 minutes per visit to navigate theaisles. Shopping habits have of course adapted in line with our lifestyles over the years and we arenow more frequent shoppers. These shorter, more common visits give advertisers more opportunitythan ever to influence shoppers at the most important time. Our own iQ research programme inQ2 included a piece on the influence of POS advertising. More than 75% of our 300 respondentsadmitted to being influenced by POS advertising in terms of making a purchase decision, rising to88% among 25-34 year olds.The top five advertisers in the POS environment in H1 were: Mondeléz, Diageo, Lucozade RS, CocaCola, Mars.4Contextualised, data-driven OOH campaigns have been made relatively simple with our exclusiveDynamic platform. Dynamic operates across multiple media owners to manage content in real timeand deliver optimised OOH copy. Two great examples from Q2 were campaigns for McDonald’s andEmirates Airlines. McDonald’s activated a temperature sensitive Digital Out of Home campaign for itsMcCafé Iced range, using Dynamic to manage and deliver variable content. The campaign saw thedigital ads switch creative seamlessly once the temperature outside reached a minimum level of 15degrees Celsius. Emirates employed Dynamic to deliver location relevant copy to promote its flightsand destinations across a variety of media owner networks.Finance continues to be the top spending category on OOH. The banking and insurance advertiserare led by AIB Group, with most of the sector’s big players increasing their OOH investment this year.Diageo are the top advertiser with their Q2 investment including the launch campaign for RockshoreLager. Digital OOH continues to grow and now accounts for more than 18% of the market.
Top 10 OOH Advertisers H1 201812 40.8%SoV: 7.68%53SoV: 3.63%6-19.8%SoV: 2.36%9 38.5% 38.5%SoV: 2.31%10-25.4%SoV: 1.55% 10.5%4SoV: 3.16%7 90.5%SoV: 2.23% 28.8%SoV: 2.39%8-16.6%SoV: 2.03%-33.8%SoV: 1.54%Top 5 OOH Advertisers Q2 2018123(% up/down display value compared to H1 2017)545
Top 10 OOH Categories H1 201812 21.2%SoV: 10.53%53SoV: 9.46%6 28.8%SoV: 7.52%9 28.4% 41.9%SoV: 6.61%10-9.1%SoV: 4.59% 20.2%4SoV: 9.30%7-20.3%SoV: 5.81% 37.0%SoV: 7.93%8-28.1%SoV: 5.31%-32.8%SoV: 4.31%Top 5 OOH Categories Q2 2018123(% up/down display value compared to H1 2017)645
Top 5 Advertisers breakdown byenvironment H1 2018Diageo78.4%AIB Group75.5%McDonald’sMondeléz19.6%81.3% 12.0%15.2%68.7% l15.4%Other
T W OIN THE MAIN FRAME8
Top 10 DOOH Advertisers H1 201812SoV: 5.7%SoV: 5.1%SoV: 1.9%SoV: 3.1%710SoV: 1.7%SoV: 1.8%98SoV: 1.8%SoV: 3.3%65493SoV: 1.8%SoV: 1.8%
Top 10 DOOH Categories H1 201812SoV: 11.0%SoV: 10.2%SoV: 7.1%SoV: 7.9%710SoV: 5.3%SoV: 6.8%98SoV: 6.3%SoV: 8.8%654103SoV: 6.0%SoV: 5.4%
Digital display value by environment H1 0%
T H R E ETHE BIG FIVE12
Below are the 5 biggest campaigns in each of cycles 8 - 10, 2018Cycle 8Cycle 9Cycle 10National Dairy Council 285,041EBS Mortgages 322,494Referendum Commission 296,898AIB 246,509Dunnes Stores 307,652Sprite 259,973Rockshore 228,528Hop House 13 220,984Electric Ireland 250,863Fanta Pink Grapefruit Zero 223,958Carlsberg 219,613EBS Mortgages 229,424Specsavers 184,028Lucozade Energy 213,732Rockshore 215,828(Based on display value at rate card)13
Below are the 5 biggest campaigns in each of cycles 11 - 13, 2018Cycle 11Cycle 12Cycle 13Ulster Bank Mortgages 251,874Circle K 294,325Vodafone 392,342Coca Cola World Cup 244,672Marks & Spencer 248,446Bank of Ireland 389,381Carlsberg 218,689Budweiser 229196Gum Litter Taskforce 375,412Tesco F&F 207,284Jameson Caskmates 210111Lidl 329,286Tayto 198,140Ribena 183,842Nescafé Azera Nitro 267,186(Based on display value at rate card)14
F O U RRE//FORMAT15
Market breakdown by formatThe chart below shows the breakdown of the entire OOH market by format type, based on displayvalue in H1 2018.16.0% TransportOther 3.0%32.1% Small18.1% Digital30.8% Large16
Top 10 Advertiser format breakdownDiageoAIB GroupMcDonald’sMondelézMars IrelandHeineken IrelandCoca ColaLucozade Ribena talOther
Top 10 Categories format breakdownFinanceRetail OutletsBeers & CidersSoft DrinksQSRsConfectionery &SnackingTourism & tDigitalOther
Top Three Small Format Advertisers H1 201812Diageo3McDonald’s19AIB Group
Top Three Large Format Advertisers H1 201812Heineken Ireland3Diageo20AIB Group
Top Three Transport Format Advertisers H1 201812Diageo3Burger King21AIB Group
Create. Communicate. Connect.About PML GroupEstablished in 1982, PML Group is Ireland’s leading OOHcommunications and location marketing experts. We areengaged in the data led planning and buying of Out ofHome media and dynamic Digital Out of Home mediaon behalf of Ireland’s leading media agencies, mediaindependents, advertising agencies and advertisers.The group consists of Poster Management, Source out ofhome, AmbientPlus, Poster Audit Bureau, Digital Out ofHome centre and Design , all specialising in the variousaspects of OOH advertising. We have offices in both Dublinand Belfast, serving the entire island of Ireland.PML Group is part of the Posterscope Worldwide Network.About PosterwatchPosterwatch is PML Group’s market intelligence service,providing the most comprehensive information and designlibrary in the Out of Home market in Northern Ireland andthe Republic of Ireland. It measures the formats, weights,value and timing of every Out of Home campaign in everycycle.Our Posterwatch information stretches back 25 years andinformation on a cycle is available in the week followingthe end of the cycle. All Out of Home advertising is coveredby Posterwatch, from billboards and bus shelters, to buses,ambient media and Digital OOH formats.Posterwatch is the quickest as well as the most completesource of OOH advertising data in the country.Contact DetailsFor further details on this report or Posterwatch in general please contact: James Byrne james@pmlgroup.ie, ColumHarmon colum@pmlgroup.ie.2201 668 roup
AIB Dunnes Stores Sprite Fanta Pink Grapefruit Zero Carlsberg EBS Mortgages Specsavers Lucozade Energy Rockshore 285,041 322,494 296,898 228,528 220,984 250,863 246,509 307,652 259,973 223,958 219,613 229,424 184,028 213,732 215,828 (Based on display value at rate card) Cycle 8 Cycle 9 Cycle 10
