Page 1


2012/13 UK Out of Home planning guide A definitive guide to Kinetic and the UK OOH industry

contents why OOH


32 audience environment and destinations




100 creativity and regulations innovation and interactivity 126 pathway










planning weights 202 posting cycles 208 production specs 209 essentials


jargon buster



why out of home

UK Out of Home planning guide

why out of home 1. audience - connected, mobile, urban 2. location - the active space 3. activation - at the heart of change 4. synergy - the amplification medium 5. iconic - generating impressions that last

audience connected, mobile, urban

UK Out of Home planning guide

an audience on the move • A quality audience - urbanites • A hard to reach audience - light TV viewers • A mobile audience - younger, purchase-friendly

The average Brit spends


out of the home each day Rail travel is up


in 20 years


enjoy the shopping experience; 93% of 16-24 year-old women Source: TGI, Kinetic Moving World, Department for Transport


technology is helping audiences spend more time out of home and interact more with their surroundings • Advances in technology mean people are less reliant on the workplace • Shopping malls and travel hubs are constantly reinventing themselves, becoming places people spend more leisure time • WiFi, smartphone usage and social media on the move are enabling people to be more receptive to media outside the home

Source: Kinetic

UK Out of Home planning guide

a national audience is reached rapidly and frequently with out of home media

5000 x National 6 sheets cover build vs All Adults across 14 days

2000 x National 48 sheets cover build vs All Adults across 14 days

400 x National 96 sheets cover build vs All Adults across 14 days


of cover is delivered in the first seven days Source: Postar (roadside only)


a wide range of formats and destinations provide opportunities for efficient targeting Car: the average Brit spends nearly 4hrs driving per week Rail: average dwell time at stations is 17 minutes Tube: a young and affluent audience with an average dwell time of three minutes Bus: 64% have consciously taken action as a result of seeing a bus ad Malls: average dwell time is 90 minutes, with 40m unique visitors each year Supermarket: the average Brit makes 200 supermarket visits a year Airport: passenger footfall in UK grew nearly 20% in the past ten years Cinemas: the most enjoyed OOH leisure activity for 86%

Source: TGI, Touchpoints, Kinetic People Research , ACI

UK Out of Home planning guide

audience segmentation gives us insight into groups and their OOH movements and activities 72% of 18-24 year olds think digital posters are beneficial in high-dwell time locations 71% of Commuters say they are attentive to their surroundings when out and about 60% of Mums are out and about during the day 34% of Business people are less reliant on the workplace as a result of technology

Source: TGI, Touchpoints, Kinetic Panel, Future of Out of Home, Moving World


location the active space

UK Out of Home planning guide

out of home allows us to tap into different mindsets in each environment, reaching the right person at the right time


out of home media provides the last window of influence before shopping • OOH is seen by 88% of those who have seen advertising in the 30 minutes prior to shopping • OOH performs strongest at the planning and obtaining stages of the customer journey • Kinetic’s research found proximity advertising does have an influence on driving footfall as consumers clearly demonstrate differing behaviour by category and demographic • 54% of people feel fairly relaxed when shopping and 46% agree shopping can be a day out

Sources: Outdoor Media Centre, Kinetic Panel

UK Out of Home planning guide

while more people are buying online, it hasn’t stopped people from shopping on high streets and in malls


did their Christmas shopping on the high street or in a shopping mall/ centre in 2011


of purchases are still made in bricks and mortar retail

Source: Kinetic Panel


location gives opportunity for content and messaging at relevant touchpoints


would use location-based social media to get deals or vouchers on products and services

HALF of smartphone users use location-based functionality

Source: Kinetic Panel

UK Out of Home planning guide

activation at the heart of change


deepening the consumer relationship with brands • Interactivity in Out of Home broadens the communication offering to advertisers, allowing them to engage directly with consumers in ways that are relevant to their lifestyles and the environments they’re in • People are positive about a technology-driven future and brands that encourage interaction

Source: Kinetic, CBS Outdoor

UK Out of Home planning guide

an appetite for interactivity and exploration • Use of social media on the move continues to grow: 54% use Facebook on the move, while 64% use Twitter

• Over 60% of people are willing to interact with digital screens… particularly to receive an offer • 8% have used interactive screens or video walls to aid purchase decisions

Source: Kinetic Panel 2012


Kinetic’s research with JCDecaux into nfc and other interactivity highlights the importance of relevance and the experience type • An interactive experience must be relevant and can drive both retention and conversion of customers • Vouchers and original, engaging content work best • An advertiser trial delivered an average conversion rate of 20% and a redemption rate of 7% • Touchscreen campaigns offering multiplayer and involvement are most successful, with dynamic and user generated content also popular

Source: Kinetic and JCDecaux 2012

UK Out of Home planning guide

virtual stores give the opportunity for consumers to interact with the brand in context

consumers are very positive towards virtual stores


said a recent virtual store proved the brand is in touch with latest technologies

1 in 9

of those who engaged then made a purchase Source: Kinetic 2011


use a real time or a reactive message to improve relevance and memorability

UK Out of Home planning guide

interactive experiences can be created in many ways

synergy the amplification medium

UK Out of Home planning guide

out of home complements tv and reaches light viewers • Heavy TV viewers are more likely to be light travellers, and light TV viewers are out and about more - therefore more exposed to OOH media • TV delivers branding and a call to action, but doesn’t reach consumers close to the purchase decision. OOH can drive recency to a mass audience and multiplies frequency to help work as a call-to-action • Moving a proportion of TV spend to OOH can result in more cover and frequency for the same budget

Source: TGI, Touchpoints


out of home drives search and can reach the increasingly connected mobile consumer • OMC study identified correlation between OOH advertising and volume of searches. OOH and TV drive search, with OOH having a more cost effective impact on search than TV • With growing penetration of smartphones, much more of the OOH audience is connected. OOH can drive recency to a mass audience, in any number of mobile scenarios • An investment in OOH alongside online advertising appears to be highly-efficient, as OOH reaches people during periods of low exposure to online

Source: Google, OMC

UK Out of Home planning guide

a branding and visual medium generating impressions that last


standout from the crowd the amplification medium


UK Out of Home planning guide

the real-time capabilities of out of home media mean endless possibilities for emotive messaging


creative impact, simple messaging

UK Out of Home planning guide

an iconic medium


…with huge opportunity for creativity



audience 1. the OOH audience 2. media consumption 3. connected, mobile, urban consumer

the OOH audience


the heavy OOH audience is an attractive proposition to advertisers They are affluent and influential:

46% work 30+ hours per week 25% more likely to regularly give recommendations on products

Are 27% more likely to earn above £50k

They are sociable: 32% more likely to agree with ‘I don’t like spending a lot of my free time at home’

23% more likely to agree ‘in the evening I go to a bar’

48% agree that ‘I cannot do without mobile communication’

20% more likely to agree ‘People come to me for advice before buying new things’

Source: TGI 2012, Touchpoints

UK Out of Home planning guide

heavy OOH users are also active with a variety of interests

‘Do some form of sport/exercise at least once a week’ – Index 118 ‘I often go dancing’ – Index 120 18% more likely to agree that ‘Often eat snacks on the move, rather than a proper meal’ 18% more likely to agree that ‘I couldn't live without the internet on my mobile phone’ ‘My Car Should Catch People's Attention’ Index - 124 ‘I Wear Designer Clothes’ – Index 115 35% agree that ‘I like to listen to new bands’ 19% more likely to be heavy cinema goers. 76% are cinema visitors

Source: TGI 2012, Base: Heavy OOH adults

media consumption

UK Out of Home planning guide

An average Brit spends 2 hours and 20 minutes outdoors on an average weekday

.. but spends 6 hours and 58 minutes out of the home Source: Touchpoints


touchpoints demonstrates OOH exposure From Monday to Friday OOH is the best medium to reach the UK population during the day

Source: TouchPoints

UK Out of Home planning guide

this pattern continues through the weekend OOH is the best medium to reach the UK population between 9.30 -16.00 on an average weekend

Source: Touchpoints


outdoor formats can deliver significant reach across the week

Outdoor advertising seen in the past week – % reach Total UK


87% of the UK population have consciously been exposed to at least one format of OOH in the matter of a week

90% of the UK population have consciously been exposed to at least one format of OOH in the matter of a week Source: TouchPoints

the connected, mobile, urban consumer


the connected, mobile, urban consumer: Definition: Smartphone owner AND lives in an urban area AND (aged 15-55 OR HH income > ÂŁ35K)

is 20% more likely to be a light TV viewer compared to the total UK population

spends 16% more time on travelling during an average weekday and weekend compared to the total UK population

is 25% more likely to be a conversation catalyst and thereby an influencer in WoM

is 70% more likely to access the internet at least once a day whilst being on the move

Source: TouchPoints

UK Out of Home planning guide

the connected, mobile, urban consumer spends more time OOH than the average UK population The connected, mobile, urban consumer

UK population

Average weekday

Average weekday

Source: Touchpoints


environment and destinations

UK Out of Home planning guide

opportunities exist at every destination that is outdoors


destination channels 1. retail 2. social and entertainment 3. sport and leisure 4. transport and travel 5. education 6. health 7. workplace and business 8. mobile

UK Out of Home planning guide

synergy retail

the amplification medium



40% of all non-grocery retail sales are on the high street. "This shopping centre will still be here when this recession and the next recession and the one after that have faded into memory.� Boris Johnson about Westfield London. The UK high street is still the most visited shopping destination; 73% of us prefer real shops to online.

“I shop whenever I have cash in my purse.� Women 15-34s visit a shopping mall 2.4 times a month 67% of 15-34 women have visited a department store in the last 3 months

Source: Kinetic Panel and TGI

UK Out of Home planning guide


week time diary of shopping

We spend 3 hours and 22 minutes shopping per week. Women spend 1 hour and 7 minutes longer shopping than men.


A third of our time spent shopping takes place at the weekend.

Source: Touchpoints, Kinetic Moving World


retail - malls • Fitting room panels • 6 sheets • A3 washroom & baby changing panels • Lift wraps • Litter bins • Hanging banners • Car Park panels • Escalator handrails

UK Out of Home planning guide

retail – fashion point of sale • Fitting room panels • Strut cards • Inserts


retail – supermarket point of sale • Baskets and trolleys • Shelf talkers & shelf wobblers • Sampling • Bags for life • Product labelling • Till roll and car park tickets

UK Out of Home planning guide

synergy social and entertainment the amplification medium


social and entertainment In the UK, our favourite leisure activities are shopping or going out to eat or drink 39% of 15-34 year olds go to a live music concert at least once a year 55% of people have visited a coffee shop in the past year, attracting a affluent audience On average UK people visit a pub twice a month and even more amoung a younger and male audience Cinema admissions in Britain are, on average, 170 million a year and for three years in a row the Brits have broken the ÂŁ1bn barrier in takings at the box-office.

Source: TGI, Touchpoints and The Independent, April 2012

UK Out of Home planning guide

social and entertainment – bars, clubs and cinemas • Posters / screens • Washroom panels • Beer mats, branded glasses & bar runners • Interactive floor media • Branding glasses • Mirror stickers • Postcards


social and entertainment – bars, clubs and cinemas • Coffee cups • Coffee shop tables • Sandwich bags • Take away food packaging • Pizza boxes

UK Out of Home planning guide

synergy the amplification medium

sport and leisure


sport and leisure

Consumers are looking for experiences which allow them to tune out and relax 3.2 million UK men have paid to go to a football game in the past year Over 12 million people in the UK visit a leisure centre or gym at least once a month

Source: TGI

UK Out of Home planning guide

sport and leisure – gyms and leisure centres • 6 sheet panels • Changing room stickers / posters • Locker panels / hangers • Postcards • Mirror vinyl changing rooms & studios • Floor vinyl • Sampling & experiential • Banners


sport and leisure – sports facilities and stadiums • Golf club and Golf range posters & banners • 5 A-side pitch opportunities • Sports stadium posters • Sports stadium seat backs • Perimeter boards • Stadia Screens • Stadia 6 sheets

UK Out of Home planning guide

synergy transport and travel the amplification medium


transport and travel The average commute is 52.6 minutes each day. Workers in London have the longest commute - 74.2 minutes Car still dominates the daily commute‌

36% of Brits say they use public transport more than they used to Workers in well paid jobs such as managers and senior officials have the longest commute times, at 68.6 minutes

Source: Source: TGI, Kinetic Panel and TUC

UK Out of Home planning guide

commuting isn’t the sole purpose of a journey

Source: TouchPoints 4


those in Central London use a range of transportation vehicles during the week 69% of Londoners have used at least 2 of the modes of transport in the last day, 26% have used at least 3

Mode of transportation on any given weekday Source: Touchpoints

UK Out of Home planning guide

transport and travel – public transport • London Underground • UK Rail Network • Taxis • Buses (Single and Double Deck) • Glasgow Underground • Manchester Tram • Sheffield Tram


transport and travel - vehicles • Recycling vehicles • Transit van advertising • Sainsbury’s home delivery vehicles • Truck sides and truck rears • Aircraft tip up seats and overhead lockers • Thames river boats • Refuse collection vehicles

UK Out of Home planning guide

transport and travel – rail and car parks • Rail station ticket barriers • Train reservation cards • Train station washroom panels • Car park barriers • Car park pay machines • Car park tickets • Rail, bus and tram tickets • Car park adjackets


transport and travel – service stations • Petrol pump nozzles • Petrol pump posters • Service station door vinyls • Service station 6 sheets • Service station washroom panels • Service station table wraps

UK Out of Home planning guide

transport and travel - mobile vehicles • Advans – 48 sheet, backlight 48 sheets, digital 48 sheets • Adbikes - mobile 6 sheets, digital 6 sheets • 96 sheets • Pedicabs • Tuk Tuks • Branded Smart Cars • Inflatables • Ad scooters • Bluetooth enabled and GPS tracking possible


transport and travel - mobile vehicles • Heli banners • Plane banners • Blimps

UK Out of Home planning guide

synergy education the amplification medium


education - statistics

Source: Touchpoints

UK Out of Home planning guide

education - primary and secondary schools • Posters • Washroom panels • Postcards • Sampling and experiential


education - universities and colleges • Posters and screens in refectories, bars, unions, book shops • Halls of residence door hangers • Library and bookshop book marks • Postcards • Student Union table wraps • Student publications • Mouse mats, beer mats etc • Experiential

UK Out of Home planning guide

education - adults and children • Soft play area 6 sheets • Baby changing facility posters • Nursery school noticeboards • Bounty pack sampling • NCT event sponsorship • Library Book marks and hanging banners



UK Out of Home planning guide

health An average person in the UK will go to their GP more than 4 times per year. There are more than 157 million visits to the GP each year. People who go to the doctor often are more likely to be women, DE or 55+. 28% of people visit their GP at least once a year. 38% of UK people consider their diet to be healthy. 18% of people have a regular check-up even if they feel fine.

Source: TGI


health - hospitals • Hospital 6 sheets • Pharmacy panels (dispensary, windows & in store) • Pharmacy bags • Doctors surgery waiting rooms • Hospital car park tickets • Baby TV • Screens and posters in doctors’ surgeries • Dispenser units • Hand sanitiser units

UK Out of Home planning guide

workplace and business


workplace and business Full-time workers spend the most time outside of the home: over 8 hours on a weekday. Full time workers watch half an hour less TV than all adults on a weekday. People are less bound to their desks; mobile technology makes 38% of us less reliant on our workplace. Full-time workers are more likely to be 2554 years old (index 149), male (127) and affluent ABs (120).

Source: TGI, TouchPoints, Kinetic Panel

UK Out of Home planning guide

workplace and business

• Office building digital screens • City recycling units • Conference centres • Cooler cups and take-away packaging



UK Out of Home planning guide


• Bespoke engagement opportunities through events, sponsorships and promotions • Live brand experiences which create a dialogue with the consumer • Opportunity to capture data and extend activity into a long-term relationship with consumers • Gives the consumer an experience they will remember • Instil brand confidence, brand awareness and PR through tactical use of ambient media opportunities, new technologies and guerrilla activities


experiential - live events • Brand ambassadors • Bespoke set design and stand build • Pop-up shops • Promotion stands • Branded kiosks • Branded photo booths • Flash mobs

UK Out of Home planning guide

experiential - field marketing: sampling, distribution and promotions

• Digital ad walkers • Look walkers • Branded photos • Static clings • Leafleting • Sampling


experiential - branded vehicles

• Custom built media vehicles • Tuk Tuks • Pedicabs • Branded buses • Ice cream vans

UK Out of Home planning guide

experiential - art installations

• 3D chalk art • Pavement stencilling • Murals • Mow Art • Shutter Art • Digital wall art • Art cubes


experiential - interactive technologies and projections

• Touch screens • Interactive floor projections • Interactive surface technology • Projections • 3D Mapped projections • Rain curtains • Augmented reality • Holograms

UK Out of Home planning guide



formats - roadside 6 sheets

Clear Channel, JCDecaux, Primesight Size: 1200mm x 1800mm/1750mm x 1185mm Universe: 71,411 (Source: Postar) Topline benefits: • • • • • •

Immediate cover build and message frequency Reach young, mobile audiences Consistency and quality of presentation Environmental and micro targeting Opportunity to influence at point of purchase Coverage of pedestrian shopping areas

UK Out of Home planning guide

formats - non-roadside 6 sheets

Numerous media owners Size: 1200mm x 1800 mm Universe: LUG 6s: 3,279; National Rail 6s: 4,141 Main locations: Rail and Tube networks, Airports, Supermarkets, Malls and Retail Parks, Gyms and Health Clubs, Schools, Cinemas Topline benefits: • Audience targeting: time and place • Digital opportunities delivering superior quality and greater flexibility • Coverage of pedestrian areas • Captive audience with greater dwell time • Opportunity to influence consumer at point of sale


formats - mega 6 sheets and portraits JCDecaux, Clear Channel, Primesight, Ocean, Signature, Hallmark, Forrest, Outdoor Plus Mega 6/P450s Size: 5m x 7.5m Universe of Mega Portraits: 257 x panels (inc. P350s, P450s/ Mega 6s and P250s) London, Manchester, Birmingham, Glasgow, Edinburgh, Leeds Topline benefits: • A stand-alone format, or perfect 6 sheet upweight adding impact and cut through • Visibility delivers greater memorability and proven to deliver greater awareness as part of a multi-format OOH campaign • A premium OOH solution, delivering high visual impact, exclusivity and the busiest locations • High-dwell time locations and head-on to audience

UK Out of Home planning guide

formats - roadside 48 sheets

Clear Channel, JCDecaux, Primesight Size: 3048 mm x 6096 mm Universe: 20,906 (Source: Postar) Topline benefits: • • • •

Broadcast regional and national coverage Good coverage of key arterial routes Increasing levels of illumination and digital inventory Positioned on busy roads with high traffic volume, 48s provide an impactful and cost effective creative canvas


formats - roadside 96 sheets

Clear Channel, JCDecaux, Primesight Size: 3048 mm x 12192 mm Universe: 2,730 (Source: Postar) Topline benefits: • • • •

Key locations and main roads in major cities Excellent creative impact - 400 square feet Impact, memorability, recall and call to action Digital 96 sheets deliver illumination and subtle animation in certain locations, proven to attract attention

UK Out of Home planning guide

formats - backlit 96 sheets, mega 96 sheets and p1000s Backlit 96 Sheets Locations: London, Manchester, Birmingham, Leeds, Glasgow and Edinburgh Iconic London locations include Cromwell Rd, Vauxhall Cross, Wandsworth Roundabout, Blackfriars and Westminster Bridge • Add greater stand-out and impact Mega 96 sheets and P1000s Clear Channel, JCDecaux, Ocean, Outdoor Plus • Covering a huge 900 ft² (16x15), the Mega 96 dominates its surroundings creating huge impact • Majority of sites are located at high traffic flow sites in London (+ key locations in Manchester, Birmingham and Glasgow)


formats - bus

CBS (c. 95% share) Various formats: T-Side, Superside, Rear, Interior Topline benefits: • High frequency medium, delivering strong national / urban coverage • High street focus with proximity to point of sale • A great (and iconic) London upweight when used in conjunction with other OOH formats - 1 in 4 bus ads go through the most affluent and highest retail spending boroughs in the capital (TfL). • CBS research highlights that consumers engage with and respond positively to bus advertising: 86% of consumers can spontaneously recall a bus advert they have seen

UK Out of Home planning guide

formats - rail

JCDecaux, CBS Various formats: 4s, 6s, 48s, Banners, Clapham Colossus, Corridor Wraps, D6s, Exhibitions, Floor Media, Spotlights, Limelights, Transvision and Concourse Backlights Topline benefits: • 2.7 million rail journeys per day , of which 63% are commuting (National Rail Travel Survey) • 20% increase in rail journeys in the last 20 years (DfT) • London accounts for 48% of all journey departures (National Rail Travel Survey) • An engaged audience with high dwell-time, particularly in station concourses


formats - underground

CBS Various formats: 4s, 6s, 12s, 16s, 48s, 96s, TCPs, Digital formats, showcase squares, impact and premium formats Topline benefits: • High end and captive audience – 73% are ABC1s (TGI) • Dwell time – average platform waiting time is 3 minutes • A responsive and sought after environment - 79% of commuters have been somewhere, bought something or looked something up as a direct result of Tube advertising (NFO) • Increased relevance and daypart messaging available via Digital opportunities • 68% of central London workers use the tube at least once a week (CBS)

UK Out of Home planning guide


creativity and regulations


how outdoor advertising works‌ Factors important in driving awareness: A number of factors play a role in creating visibility and awareness for outdoor advertising. Some have more effect than others. It is important to understand that weights of outdoor campaigns are important in driving awareness however creativity is the highest contributing factor.

Source: Millward Brown/Clear Channel

UK Out of Home planning guide

a correlation between the more a poster is liked and recall

Source: Millward Brown


the perfect poster: golden rules There are a number of recommendations in order to help ensure the Out of Home medium provides maximum efficiency for your campaign. For guidance on implementing an interactive or innovative element in your campaign please see the Innovations and Interactivity section.

1. be succinct 2. consider dwell time 3. provide a central subject 4. use colour 5. be consistent

UK Out of Home planning guide

1. be succinct Keep it simple! Tracking studies have shown that a clear and concise message made OOH ads easier to understand, leading to greater campaign impact and recall. The classic Wonderbra ad is a great example of this. This example from Persil shows that fewer words and a larger pack shot help to deliver 10 points more prompted recall and also were more likely to find the poster easy to understand.


2. consider dwell time Dwell time can vary significantly for OOH. Whether you are in the car, on foot, in the underground, mall, gym, or elsewhere, the amount of time available for eyes on poster or screen can vary by environments, and by time of the day. It is important to bear in mind that it takes 2 seconds to read between 5-7 words.

Eye tracking studies have shown where the eye is drawn in the seconds of opportunity to catch a consumer’s attention. We use these eye tracking studies to help advise on creative placement.

UK Out of Home planning guide

2. consider dwell time: attention index

Upper 65

Lower 135

An example of an early test was to invert the headline and visual position from top to bottom and we had four different examples to test. The eye is drawn to images first and then curiosity leads people to understand the ad further and so carries on to read the text to provide context. The consumers attention is therefore held for longer.


This ad was shown to respondents as part of a loop of ads, only shown once. Different groups were shown different variations of the ad (one of the three shown above). The recall results show that pack shot size is crucial, the bigger the better in this case. These results showed that the number of people looking at the logo increased from 6% to 17% to 24% as the guidelines suggested. The increase in font size meant that the text was read by triple the number of people. Awareness for the variations increased from 12% to 28% - well over double. In this example the essence of the creative work is the same – we believe we have optimised it to work harder in the outdoor environment.

UK Out of Home planning guide

Copy A

Copy B When considering landscape creative, the same principle applies, in that imagery leads the consumer to desire an explanation. The additional attention that this requires translates to higher levels of recall and comprehension of the ad’s communication.


Higher brand, ad and content recall Detailed ad: 75% more likely to be motivated in high dwell time Branded ad: 50% more likely to be motivated in high dwell time However, in areas of longer dwell time consumers have more opportunity and in some cases more inclination to absorb greater levels of detail. These examples are taken from copy used on the London Underground.

UK Out of Home planning guide

3. provide a central subject

Use of a central subject has also been shown to deliver higher levels of recall and understanding. Further evidence has shown that the placement of the central subject can have an effect also. As seen in this example from Sure, placement on the left leads to greater recall, because again the desire to understand the rest of the message leads the consumer to absorb more of the overall communication.


4. use colour OOH has to compete visually in the urban landscape, use of colour and contrast will make you stand out.

UK Out of Home planning guide

5. be consistent Most campaigns run across multiple formats both portrait and landscape. It is imperative that creative is consistent across different sizes and locations.


mirage Mirage is a Kinetic developed tool that helps advertisers test the visibility of ads prior to campaigns going live. This is a free service available remotely to all Kinetic clients. Jpegs of creative can be dropped into different formats in different environments to get an ‘in situ’ idea of what the ad will look like. As well as viewing the image from a stationary position, a ‘drive past’ option can be selected to get a sense of the dwell time achieved.

UK Out of Home planning guide

the impact of digital As inclusion of digital into OOH campaigns becomes less of a novelty and more of an essential element, it is important that consideration is paid to the opportunity different formats can afford. Kinetic has established five key areas that should be considered to amplify a digital campaign.

1. copy relevant to environment and time of day 2. easily consumable at a glance 3. simple animated copy 4. live content or sponsorship 5. interactivity


1. make copy relevant to environment and time of day Arguably the most important benefit of digital OOH is its flexibility; its ability to make campaigns relevant to time of day, date and place. Contextual, tailored ads cannot help but resonate with consumers and so improve the advertiser’s relevancy and memorability as a result. Shown here is a unique example from TomTom. It featured live traffic updates, providing drivers with genuinely useful and location specific traffic information as they sit in queues in central London.

UK Out of Home planning guide

2. creative should be consumable at a glance It’s easy to forget that dwell time can vary significantly for Digital OOH. Whether you are in the car, on foot, in the underground, mall, gym, or one of the many other destinations that now have a digital screen presence, the amount of time available for eyes on screen can be shorter in some environments, or at certain times of the day. Clearly then, an audience won’t hang around to read many OOH messages, so it’s important to ensure they don’t have to by keeping the product central to the ad and consumable at a glance. Like Dove has here.


3. simple animated copy works best Kinetic has run extensive research into the level of moving image which is most effective in differing environments. The findings so far include:

• Consumers are more likely to notice an animated ad over a static one • The best example of this generated 24% higher awareness • Increasing the degree of animation improves the likelihood to be seen • However, full video LOSES attention and impact • Additional impact was achieved where scrolling transition was used

UK Out of Home planning guide

4. consider content sponsorship or “as live� content Of course, it doesn’t have to be straight ads. More advertisers have been exploiting the benefits of the medium and pushing the creative boundaries with relevant content sponsorship or as live copy that really connects with consumers. Like in this example from IBM during Wimbledon last year where tennis fans waiting for their planes were kept informed of live scores on the court.


5. combine digital OOH with interactive mechanisms for added accountability

By 2013 mobile internet browsing will exceed fixed internet use, but clearly mobile phones are already playing an increasingly important role in people’s lives and there is a natural synergy between OOH and mobile. The Social Pioneers study carried out by Kinetic and JCDecaux showed that youngsters are impatient for the next level of mobile interaction from brands. Incorporating mobile brings a different level of accountability to an OOH campaign. Being able to show download rates, or measure interaction with social networking sites, for instance. Even simple text mechanisms, in the right environments, can deliver tangible results and an added dimension to an integrated campaign.

UK Out of Home planning guide

kinetic digital investment Kinetic continue to invest in the planning and insight of digital OOH. Examples of this investment include: • Publishing the 4th annual reference guide for digital OOH. Featuring a new Interactive section and covering 35 brand new formats and 3,745 new sites • Publishing ‘The industry, consumers and technology to 2020’, Kinetic’s Future of OOH project on how change can be successfully implemented by the industry • Creation and development of Accelerator; a dedicated online workflow tool for managing the copy production process and distribution of digital Out of Home campaigns • Creation and development of Calibrator, a creative pre testing tool with consumer feedback within a few days • Bespoke eye and face tracking research into the effectiveness of moving image DOOH in differing environments


some great campaigns from 2012 Olympic sponsors embraced the spirit of the Games, here Lloyds dominates transport environments, showcasing the sports that consumers would see at the Games

UK Out of Home planning guide

some great campaigns from 2012 Lloyds’ activity mirrored the ‘theatre’ that the Games promised.


some great campaigns from 2012 Visa’s aim of ‘making life flow better’ was translated on to OOH through an illustration of movement and in areas where consumers would feel that life flowing better would be a benefit, such as busy train stations! Special builds helped to emphasize a feeling of movement.


UK Out of Home planning guide

some great campaigns from 2012

Oakley is embracing the 2012 trend of dominating environments.


some great campaigns from 2012 Fiat made its small car larger than life on high impact OOH formats.

UK Out of Home planning guide

innovation and interactivity


interactivity and innovations - greater mobility The digital consumer landscape is changing the way we interact

An increase in smartphone ownership to over 60% in the UK means more people are taking advantage of the ability to search, browse, locate and shop on the move. The UK is now effectively the global leader in mobile, with residents consuming more data on their smartphones or tablets than any other country.

Source: Kinetic Panel 2012, Ofcom

UK Out of Home planning guide

new opportunities to interact and activate campaigns

Digital technology is changing our lifestyles and the way we interact, creating a more mobile and accessible population. Digital OOH revenues grew by 46% in 2012, driven by scale, real time flexibility, social media integration, activation and interactivity by consumers and the rise of content.

Source: Kinetic


consumer change

People are changing the way they use devices and engage with content. In the UK we use, on average, 424 megabytes of data each month on our mobiles, 8% more than in Japan and a third more than the US.

Source: Ofcom

UK Out of Home planning guide

our social networking is increasingly activated on the move

Twitter is a social network for those on the move – mobile usage is high relative to its overall penetration

Source: Kinetic Panel 2012

Q. Which of these statements relating to social networking sites apply to you. Could you indicate where you access social networking websites?


strong consumer affinity with DOOH

• 64% expect to see digital screens in most city centres • 55% say that it makes public transport environments more attractive • 32% expect posters to recognise them in the future • 25% of consumers already expect that they will be able to interact with most advertising in the future • 22% said they expected to buy a product or service directly from an interactive poster in the future

Source: Kinetic's Future of Out of Home 2012, Kinetic Panel September 2012

UK Out of Home planning guide

premium new developments in OOH Digital now accounts for 19% of OOH spend (end of 2012)



UK Out of Home planning guide

innovation - interactive 6 sheets

Interactive 6 sheets create real engagement, social media tie-ins, data capture and promote brand advocacy.


innovation - augmented reality

Augmented reality turns any static campaign into an dynamic, interactive brand experience, able to visually showcase product benefits and features instantaneously.

UK Out of Home planning guide

innovation - augmented reality: lynx case study Angels fall from above in OOH augmented reality ambush around the UK

+ 1m YouTube hits

Source: Meltwater Buzz


innovation - user generated content A key trend for 2013

Making consumer engagement with OOH authentic and real through live brand experiences and smartphone interaction. User generated content puts consumers at the heart of any campaign.

UK Out of Home planning guide

innovation - digital and social integration


innovation - digital and social integration: europcar case study

Source: Meltwater Buzz

UK Out of Home planning guide

new and future technology


openloop: nike pledge

OpenLoop is a campaign management service from Grand Visual that facilitates live, dynamic, near live and reactive campaigns on multiple formats across the digital Out of Home landscape.

UK Out of Home planning guide

gesture recognition

• What is it? Achieved via depth imaging camera technology, Gesture Recognition is the ability to track user movement and navigate and control screen content accordingly. • Use it for: grabbing user attention and getting them to interact with your campaign using their own body as the trigger device.


character skeleton generation

• What is it? Extracted via depth imaging camera technology and render engines, Character Skeleton Generation provide us with a fully animated, fully dynamic skeleton framework. • Use it for: engaging users with real-time character and avatar animation, allowing them to populate screen content and bring your campaign to life.

UK Out of Home planning guide

character skeleton generation with augmented reality

• What is it? By live mapping a hidden actor and extracting their real-time animated skeleton we can combine that skeleton output with computer rendered virtual assets. • Use it for: bringing your augmented reality brand ambassador - Green Giant, Ronald McDonald, Disney characters - to life and engage with your audience personally, contextually and in absolute realtime.


body mapping and environment isolation

• What is it? By mapping a user through a depth imaging camera we are able to apply parameters which can effectively remove that user from their physical space and isolate them as a digital asset. • Use it for: removing the on-screen background of a DOOH location and taking the user on a virtual journey by “relocating” them into other virtual or live environments.

UK Out of Home planning guide

facial and emotion recognition

• What is it? Using sets of image points known as facial landmarks, the facial recognition camera and software capture the textures and contours of faces to deliver age, gender and mood (happy, sad, impassive and alert) data. • Use it for: delivering mood and demographic-specific content, products or services, as well as enabling very accurate real-time audience measurement for your campaign.


emotive manipulation

• What is it? Through utilisation of specifically tailored scents and sounds, it becomes possible to evoke strong emotional reactions which dramatically affect users' mood, judgment and sense of well-being. • Use it for: subtly increasing emotional engagement with a campaign by directly communicating with those parts of the brain most associated with emotion and memory.

UK Out of Home planning guide

remotely connected mechanical interaction

• What is it? Using an combination of computer, electrical and mechanical engineering it is possible to build a machine or mechanical device that can be controlled from a internet connected device. • Use it for: giving your consumers the opportunity to take control of a device from their computers or smartphones, regardless of location, and allowing them to engage with your brand.


mind controlled interaction

• What is it? A brainwave sensing bio-sensor headset acquires, measures and optimises the user’s brainwave impulses with research grade precision directly from the forehead. • Use it for: engaging your audience by giving them a fun, intriguing, intelligent and interesting activity or gaming channel with which to interact with your brand.

UK Out of Home planning guide

gaze interaction

• What is it? Basically, an eye tracker. Gaze technology estimates the point of sight with extreme accuracy using image sensor technology. This tracks the user’s eyes and calculates the point of gaze via mathematical algorithms. • Use it for: mouseless and touch-free interaction with screen content, whilst simultaneously capturing accurate realtime audience measurement from the campaign.


haptic technology

• What is it? Haptics simulate real physical properties - such as weight, momentum, friction, texture or resistance - by communicating those properties through interfaces that let users “feel” what is happening on the screen. • Use it for: allowing users to “physically” engage with a virtual product on-screen through force feedback.

UK Out of Home planning guide



mobile and nfc interactivity: reading project research findings

Brands that elicited the most positive interactions did so through a combination of relevance, dynamic content and a strong call to action

Source: Kinetic and JCDecaux's Reading NFC Research

UK Out of Home planning guide

mobile and nfc interactivity: reading research findings

The mobile and nfc interactivity research found: • A willingness to activate brand campaigns • Dynamic content • Immediate demand for mobile coupons • High dwell time locations • Overwhelming consumer positivity about the experience, but education still an important factor • Touch is preferred over gesture interaction • High propensity for further interaction • Data capture via smartphone


technology to reshape OOH and digital OOH media by 2020

• Content will play an increasing role in OOH media; UGC and pushed content will play an ever-increasing role in high-dwell OOH

• Consumers already want to interact with posters. Multi-sensory experiences to be the new trial mechanism as interactivity goes national • NFC, AR and other technology to drive social media amplification and likely to transform relationship between screens and consumers • Technology will not only re-value OOH but will forge a far closer relationship with other media • Power of the urban landscape and the urban connected consumer to help grow the medium and the message – particularly outside London



smarter planning starts with the consumer: understanding lifestyle, environment and behaviour

... to deliver tailored solutions that achieve specific communication objectives

UK Out of Home planning guide

mapping the journey The OOH market offers such a rich environment, that we need to ensure plans are constructed within a framework which provides a tailored solution for each client - understanding the context of their market, who their consumer is and what the business aspirations and goals are.


irrespective of media discipline the same parameters apply to the process of identifying a client’s business problem or need and delivering a solution

1. Defining the marketing requirement - what is the business problem or challenge? A real understanding of a client’s business Incorporating the marketing objectives 2. Developing the most appropriate and effective communications strategy, with the consumer at the core 3. Implementing and buying a media plan to deliver optimum results

UK Out of Home planning guide

kinetic pathway Our approach to OOH media planning and the delivery of our work is reflected in Kinetic Pathway. This enables us to deliver smarter, more effective and measureable plans which dovetail with the media agency and client planning process. Kinetic Pathway helps us ask the right questions at the right time and tell us which tools, techniques and other resources are applicable and when. A 360º approach from brief to evaluation grounded in business and marketing objectives, delivering an Out of Home strategy and plan that is consumer centric. Facilitation of individual, engaging and innovative OOH strategies, supported by ACADEMY, Kinetic’s bespoke suite of planning and buying tools.


pathway: brief At the start of the Pathway process, client input is crucial. Kinetic has implemented checks and balances to ensure that the briefs received are interrogated as fully as possible. Who is the client/brand? What are the client’s objectives? For example: - Increase sales volume/profit - Improve brand consideration scores - Drive brand awareness - New product launch - Drive web/shop traffic/solicit a response Competitive context. Who is the competition? What are they doing? Are there any implications for our activity? Is there a communication strategy in place/in development? What media is being considered as part of this brief? What is the role of OOH? When do they want to run activity and why? Is there a particular event or reason behind seasonality? What is the budget?

UK Out of Home planning guide

academy: competitor At the briefing stage Competitor can really add value to putting a client’s needs into context. Competitor provides comprehensive competitive data across all UK advertisers - available from the moment the campaign goes live. Its main advantage lies in filling the gap between the start of the campaign and the publication of industry data some six weeks later. Competitor also offers additional strategic insight such as campaign quality, package make-up and media owner share. The data within Competitor comes directly from the UK media owners. It covers approximately 80% of the marketplace. Data can be analysed across the following categories:

Category Media Owner Advertiser / Brand Campaign Period Format Quality Panel Weight Cost


academy: competitor

UK Out of Home planning guide

pathway: insight and vision Understanding the target audience and environment is key to developing the Out of Home strategy. Kinetic planners have a huge resource in the Kinetic People team. Kinetic People is the reference point for opinion, insight and action in the OOH market.

Kinetic People monitors: • Lifestyles and behaviours of audiences outside the home: where they go and how they spend their time For example, the Kinetic Panel provides regular consumer interaction via an online survey of 500 UK residents. Covering issues such as travel, the economy, technology and events. • Analysis of which Out of Home environments are most effective at driving consumer response TGI and Touchpoints add depth to consumer understanding. Proprietary research into influential proximity zones, social media and interactivity.


academy: selector Media selection starts with the consumer. Selector helps to rationalise format selection for specific audiences and campaign objectives.

A key benefit is that it is also used to highlight other suitable formats or environments which may not have been considered.

The results are based on TGI data – indexed to provide the most efficient format(s) for the brief. Results are generated as:1. Penetration of the chosen audience (cover %) by format, based on TGI. 2. Indexing of format performance versus All Adults, based on TGI. 3. A scoring system for each format based on its ability to fulfil the specific campaign objectives. This calls on Kinetic knowledge and expertise as architects of OOH planning and buying. The results chart shows audience cover % along the Y axis and campaign objective score along the X axis.The further to the right the bubble appears, the better that format is at fulfilling the campaign’s unique requirements based on the answers to the initial questions. A bubble positioned high on the chart will offer mass reach based on TGI, whereas a low bubble will represent a more niche environment or format, reaching a smaller percentage of the audience. Bubble size reflects how each format indexes for the chosen audience vs. All Adults based on TGI. The bigger the bubble, the higher the index and more appropriate the format is for this target audience. Ambient, Digital and Promotion/Events are not included within TGI. The bubble size, therefore, refers to how well the medium fulfils the campaign objectives. The bigger the bubble, the more appropriate the medium.

UK Out of Home planning guide

academy: ROADS ROADS (Roadside Optimisation Audience Delivery System) is Kinetic’s proprietary campaign weight optimisation tool. It is used for all national and regional plans to determine the most efficient weight of campaign by TV region. It will be replaced in 2013 by Kinetic's proprietary Postar 2 optimiser. Based on the law of diminishing returns, it calculates the optimum number of panels by audience, TV region and month. Draws all data from POSTAR, the industry audience delivery system. A more scientific and accountable way of determining roadside weights.

Not “How much Cover and Frequency does 5,000 x 6-sheets deliver?” But “How many 6 sheets do I need to reach my target audience most efficiently? By pinpointing the level at which frequency starts to build faster than cover, ROADS helps to maximise campaign efficiency and accountability.


destination directory The Destination directory is a database of all non-traditional formats in the UK. It is searchable by audience, environment, media owner or format. This allows a planner at the touch of a button to see all the available opportunities in a niche market at a glance. This means that not only are all opportunities available to be considered but gives more negotiation opportunities too.

UK Out of Home planning guide

academy: precision planner Precision Planner enables roadside and rail plans to be honed and fine-tuned, based on campaign objectives and individual client requirements. It can help amplify the recommendations from ROADS, assist with the planning of rail campaigns, or determine effective weights and distribution at a town or local level. Once optimum regional or national weights have been established using ROADS, this tool helps to determine quality thresholds. The Town Planner enables planning of roadside 6 sheets, 48 sheets and 96 sheets at a local urban level. The tool draws on expertise from Kinetic’s field and buying resource and allows planners to benefit from valuable local knowledge and insight from their desk.


academy locator Academy Locator is commonly used in the Pathway planning stage. It is a cutting-edge mapping tool that allows geographical analysis of individual poster locations. This allows clients to visualise and interrogate the site distribution. Clients can pre-load information such as retail outlet locations and catchment areas to determine site selection. The ability to target using very granular data - whether that’s industry audience data, your own sales data or targeting by dealership is a unique offering. We use results from Kinetic’s proximity research to build campaigns. For example, we know that people are willing to travel on average 13 miles to visit a car dealership so this would be overlaid when considering site selection. This also allows national advertisers to make messaging more relevant to the local population, and if executed correctly increase the impact of the campaign. This doesn’t stop at billboards, it’s about the audience; car dealers are using a combination of OOH formats to reach their local audience. 6 sheets, for example, can build higher coverage and frequency and increasingly offer interactive opportunities. We can explore destinations that our audience spend time in – gyms, cinema, restaurants and golf clubs, for example.

UK Out of Home planning guide

mirage Provides clients and agencies with an opportunity to review creative options in a ‘live’ environment prior to print production. Uniquely offers a variety of formats and locations in one place, including roadside, banners and underground. Online access available to all clients and agencies:


academy: indicator Indicator tracks the availability and lead times of OOH packages Assists media planning and buying strategy through trend analysis Updated weekly by the Kinetic buying team using market availability data from media owners Data source for approval lead-times and post-campaign analysis

UK Out of Home planning guide


Indicator is also used as an evaluation tool. Helping to analyse how the market performed, whether the buying strategy was effective and whether optimum value was achieved. All of this is delivered back to the client and is considered when planning the next campaign.


summary of the planning process Post-approval: • POs raised • Buyers negotiation process • Reminder of print requirements sent to creative agencies • Local level optimisation • Buyers manage blacklists & site duplication • Design allocation • Posting instructions & dispatch • Final site list supplied to client • Campaign goes live • Site tour / photos • Poster stocks managed post-campaign • Invoicing • Inspection & credit chasing • Client feedback & learnings • Post campaign analysis to client

Post approval there is still a great amount of work to do before the campaign goes live



insight 1. environments, formats and proximity 2. digital 3. customer journey 4. new technology

environments, formats and proximity


different environments, different mindsets Subway / Underground environment – Glasgow • Positive commuter and shopper mindset • Strong interchange panel performance • Male commuters / female off-peak shoppers most engaged Rail concourse environment – London Bridge • Digital poster twice as likely to be looked at than static 6 sheet; also viewed for 60% longer • Digital proves its comercial value • Morning commute the least efficient time to engage commuters Shopping Mall – Merryhill & Tunbridge Wells • Very positive shopper mindset • Engagement efficient at peak times • Younger audiences much more engaged Source: Kinetic Face tracking studies

UK Out of Home planning guide

proximity research distance we are willing to travel for different product categories People from outside London are willing to travel 50% further and longer for some categories

Source: Kinetic Proximity Research 2011


proximity research Proximity influences likelihood to go into store

Different trends for different categories

Overall added value within optimum distance: 30-44%

• The research shows that proximity advertising has some effect on sales across all categories; sales consideration declines with distance • Driving sales with proximity, immediate or future, is more likely for fashion and least likely for banking • For fashion and fast food, optimum distances are longer

Source: Kinetic Proximity Research, 2011

UK Out of Home planning guide

targeting the areas, sites and locations where your audience is most present

Retail units Kinetic sites

Kinetic’s proprietary mapping system allows overlaying of target locations and density of target audience to hexagon precision, allowing efficient purchase of only the most effective panels

for more information on hexagon mapping, please contact kinetic


UK Out of Home planning guide

we see digital screens as enhancements to our surroundings and they are likely to both catch our attention and stimulate us


Moving digital posters are more likely to catch my attention


Digital screens brighten up otherwise dull environments


Digital screens could be beneficial anywhere where people have to wait for a service

Q. Could you indicate to which extent you agree with the following statements? Source: Kinetic September Panel 2012


digital screens make public transport environments and shopping malls more interesting and attractive


Public Transport


Shopping Malls

Q. Could you indicate to which extent you agree with the following statements? Source: Kinetic Panel September 2012

UK Out of Home planning guide

high expectation about a digital future for OOH


I’d expect to see digital screens in most city centres in the future

53% I would be more likely to react to digital ads that tell me a special offer is immediately available in a retailer close by


I think more favourably about brands that offer something relevant to my location


Interacting with digital posters would be a great way to pass the time while I’m travelling


It would be great if I could access the Internet via digital screens OOH

Q. Could you indicate to which extent you agree with the following statements? Source: Kinetic Panel September 2012


our expectations around the future potential of digital screens have grown Feb 2011

Sept 2012


In the future some digital screens will recognise who I am



In the future I expect some digital screens will show me ads that are relevant to me and what I’m doing



In the future I expect I will be able to interact with most advertising wherever I see it



In the future I expect I would buy a product or service via a digital poster screen


Q. Please select any of the statements below that you agree with Source: Kinetic Panel September 2012

customer journey


OMC: the customer journey, looking at where advertising falls into the consumer path to purchase Research findings: Media advertising drives the Customer Journey, but no one medium is the sole answer Along with TV, OOH dominates effective share of voice OOH has a powerful influence at every stage of the journey, driving investigation, purchase and recommendation OOH is strongly linked to mobile search as well as social media OOH’s audience is responsive and attractive. The people you most reach with outdoor are the people you most want to reach

UK Out of Home planning guide

OMC: the customer journey what drives the customer journey?


OMC: the customer journey A third have made a purchase because of an OOH ad. Of those that recall seeing an OOH ad in the past month 35% have bought a product or signed up to a new service as a direct result of the outdoor ad.

13% have bought a product in the past month as a direct result of an OOH ad

7 in 10 (74%) have seen OOH ads in the last month OOH-exposed people are more likely to act on ads and look at products they’ve seen advertised Source: Outdoor Media Centre

UK Out of Home planning guide

OMC: the customer Journey OOH is most effective in conjunction with non media 65% of Out of Home encounters led to an emotional or action response OOH generates more emotional responses than TV and word of mouth The top OOH emotional responses are recommendation, brand understanding and consideration OOH generates 22% more action responses than TV

Source: Outdoor Media Centre. ‘Do’ responses examples: decided to buy the brand online, searched for information

UK Out of Home planning guide

new technology

UK Out of Home planning guide

awareness is steadily growing for most smartphone technologies More brands are now engaging with these technologies, heightening consumer awareness Smartphone owners awareness of smartphone technologies

QR Codes

Location Based Services


Google Goggles

Augmented Reality


JCDecaux and Kinetic pioneer media first as 6 sheet posters across reading are nfc enabled

Nearly 6,000 scans,10% NFC interactions Average initial download conversion rate of 24% and redemption of 7% 3139 unique engagements 44% rated the experience as excellent

UK Out of Home planning guide



postar Audience Data Audience data comprises the research study undertaken by Ipsos MediaCT and MGE Data, which combines several elements: - A fieldwork sample to date of 10,000 in year 1, plus 5,000 per year subsequently - A mapped network of all the roads, journeys and pathways in the country - ROTS (realistic opportunity to see) calculations - Eye-tracking and visibility studies, now including work on dynamic and illuminated frames and angles of sight, producing likelihood to see (LTS) figures - Inventory data, supplied by the Outdoor Media Centre What other studies have been included? In addition to the five elements above, the study has incorporated: • shopping mall flow studies • railway station flow studies • a ‘views from windows’ study • an illumination study • a ‘bus speed at junctions’ study • a study to produce upweights of commuters • a study to produce upweights of airport users • three phases of dynamic image eye-tracking research

UK Out of Home planning guide

postar will continue to deliver net audience data

Data is ‘netted down’, the gross numbers are stripped down using high tech tools such as eye tracking and data including traffic surveys to account for elements such as angle to the road, whether the panel is backlit, the volume of vehicular and pedestrian traffic and much more to deliver a NET figure.


what is coming with postar 2?

More formats, more accuracy, more insight. • Campaigns will be able to be measured holistically rather than just by individual formats • New formats will be included e.g. Bus, Underground, POS, Mall • Audience figures will still be delivered via reach, frequency and GRPs • A greater range of audiences will be available, e.g. ‘London AB Men aged 35-44 that frequently read the Telegraph and are light consumers of commercial TV’* *as with TGI data, sample sizes will have to be monitored.

UK Out of Home planning guide



kinetic is a global lifestyles and environments network

Kinetic Worldwide is the world’s largest planner and buyer of Out of Home media and the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. Kinetic is a WPP company 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. Kinetic is traditionally an Out of Home media agency and in addition today delivers wide-ranging specialist expertise through its complementary service divisions including Aviator, Target Health, Kinetic Futures, Kinetic People, S2B, Meta, ALCANCE, Zone and Hi Rezz. Kinetic employs over 800 professionals across 38 offices.

UK Out of Home planning guide

for more OOH industry insights, news and the latest developments, follow us on...



UK Out of Home planning guide

planning weights national roadside - 14 days

conurbation roadside - 14 days


roadside coverage - at optimised weights

UK Out of Home planning guide

national bus - 14 days

conurbation bus - 14 days


bus coverage - national pack

bus coverage - conurbation pack

UK Out of Home planning guide

underground weights


rail - 14 days

UK Out of Home planning guide

posting cycles


production specs static

NB Please note there are variations to some of these sizes dependent upon media owner. Please contact AllstaffUK for more detailed information.

UK Out of Home planning guide

production specs transport

NB Please note there are variations to some of these sizes dependent upon media owner. Please contact AllstaffUK for more detailed information.


essentials Poster Delivery Roadside Most posters need to be delivered to the industry despatch company (PC&DS) 10 working days before the campaign is to due to commence. PC&DS then ensure all depots receive the right numbers of posters. Special build campaigns and airport sites have to be agreed with the contractor. Underground, Bus & Rail For most underground formats the posters should be at the CBS depot 15 working days prior to in-charge. For space on buses or railway networks delivery dates can vary by contractor, however delivery should be made to contractor posting depots at least 15 days before the campaign start date. This is usually done via PC&DS. Posting Cycles - time taken for contractors to place or remove posters Within the overall make-up of a campaign, the various packages will all be subject to slightly different posting dates. Please note, the following are a guide and subject to change if contracts change media owner e.g. network rail. 48 and 96-sheets JCDecaux: 48-sheet & 96-sheet campaigns: posting runs Sun – Fri with each region being posted within 48 hours. Clear Channel: 48-sheets & 96-sheet are posted over 5 working days, between Monday to Friday. Primesight: Backlight posting runs Sun-Tues within 72 hours, scrollers and paper runs from Sat - Fri

UK Out of Home planning guide

essentials Posting Cycles (cont.) 6-sheets JCDecaux: All packages have a 48 hour posting period, starting on a Tuesday. Adshel: All packages have a 4 day posting period from in-charge date, but most are posted within 72 hours. Posting period starts on the Monday or Tuesday and runs until the Thursday of the in-charge week. Primesight: All packages have a posting period of 72 hours, starting on the Sunday prior to in-charge and running until the Tuesday. CBS Buses: Framed application are posted Sunday before the in-charge to Wednesday after the in-charge. Direct application are posted from Sunday prior to in-charge until the Friday after the in-charge (i/c). London Underground/CBS Rail All cross track formats (96, 48, 16 and 12-sheets) are posted from Wednesday before i/c to Thursday after i/c 12-sheets & 4-sheets are posted from Thursday before i/c to Wednesday after i/c. 6-sheets & National Rail are posted Thursday i/c before to Tuesday after i/c. TCPs are posted the Wednesday before i/c to Wednesday after i/c. LEPs are posted the Thursday before to Wednesday after i/c. JCDecaux Adrail 4-sheets & 6-sheets are posted over 5 days, Monday-Friday of each i/c. 48-sheets are posted in 72 hours from Saturday-Monday prior to each in charge period.


essentials Posting Cycles (cont.) Supermarket Point of Sale 6-sheets Adshel: Sainsbury’s POS 6-sheets have a 4 day posting period from in-charge date, but most are posted within 72 hours. Posting period starts on the Monday or Tuesday until Thursday of the in-charge week. JCDecaux: Tesco & Waitrose POS 6-sheets are posted in 48 hours on the Wednesday to Friday of the in-charge period. Asda & Morrisons are posted on the Monday or Tuesday until the Thursday of the in-charge week. JCDecaux: Paper mall 6-sheets are posted from Monday to Wednesday of the first in-charge week. Adshel: mall 6-sheets have a 4 day posting period from in charge date, but most are posted within 72 hours. Posting period starts on the Monday or Tuesday until the Thursday of the in-charge week. StreetTalk (Phone Kiosks) JCDecaux: phone kiosks have a 4 day posting period from in-charge date. Posting period starts on the Monday and finishes Friday of the in-charge week. Production Inc: Usually associated with backlights and non-traditional Out of Home formats, media cost includes the production of one design. Production Specs: Professional printers or production representatives should always be consulted before commencing any print jobs. The following is a guideline only. 6-sheets (Portrait) JCDecaux units differ slightly in size to the rest of the market. It's advisable to check the breakdown of individual contractor numbers before printing.

UK Out of Home planning guide

essentials Voidage: Unsold poster site “24 Houring”: Giving an advertiser who has optioned a package 24 hours to decide whether they want to purchase. Please note: if the 24-hour is successful you are obliged to buy the package. Cancellation terms: Historically, the OAA imposed terms and conditions which all media owners adhered to. This was scrapped in 2009 and now all media owners apply their own terms and conditions. Generally, campaigns which fall in Quarter 4 are non-cancellable and all JCDecaux Airport bookings are non-cancellable.  You should always ask your Kinetic contact for a detailed quote if needing to cancel a display. Display Period: The time from when the poster is in-situ to the time it is removed. Inspections: It is recommended that all campaigns should be inspected by an independent company to check whether the posters have been correctly displayed. The main inspection companies are Site Reports and MMG who will compile a report grouping errors by their severity: Group One errors include: Not Posted/Not in-Situ/Wrong Design. Group Two errors include: Fly posting/Graffiti. Group One and Two errors are not automatically creditable if the contractor rectifies the problem within 3 working days. Final reconciliation/reports are usually ready 8 – 10 weeks after the campaign has come out of charge. In addition, the OAA has introduced a Posting Performance Reporting System. Your Kinetic contact will advise on inspection procedures and manage the process.


jargon buster • Artwork Deadline The date by which final artwork must be delivered to the printers in order for them to carry out the production on time • Asbof A tax payable to the Advertising Standards Board of Finance by advertisers, which is based upon total media spend (usually added on by media agencies) • Augmented Reality is a view of the physical world augmented by computer or mobile generated sensory input such as sound and graphic. Augmented Reality apps include Blippar and Aurasma • Backlit Posters that are illuminated from within the unit • Coverage The number or proportion of the target audience who are estimated to have seen the campaign, expressed as a percentage of the total • CPT Cost per Thousand. The cost of the campaign per1000 impacts. Worked out by dividing the campaign cost by the impact delivery and multiplied by 1000 • Cycle A 2 week period, usually starting on a Monday. Different formats sometimes operate within different cycles • Despatch Distribution of posters to the various media owner depots nationally usually handled by PC&DS • FOC Free Of Charge, guaranteed complementary panels offered by the media owner as additional value over the booked number of panels. Additional posters will need to be printed to cover the number of panels on offer • Frequency The average number of times the campaign will be seen by the target audience • Frontlit Posters that are illuminated from outside the unit – usually from the top • GD Stands for General Distribution and represents an evenly distributed campaign with no specific upweights • Gross Cost Cost that includes agency and specialist commissions • GRP Gross Rating Point which is calculated by multiplying coverage and frequency for the target audience • Impacts The number of times a campaign or specific poster will be seen • In-Charge Officially the first date of the campaign

UK Out of Home planning guide

• Inspection An independent way of checking the posting accuracy of a campaign – usually conducted by MMG or SRL for a fee • LxL or Select Line by Line or specifically selecting sites in a given postcode, street or station • Option Reserving of media space with an intention to book (options expire at 12 noon every Friday) • OTS The total number of all adults, in ‘000s, that have the opportunity to see a panel/campaign • Out-of-charge Officially the last date of the campaign • PC&DS (Poster Collation and Distribution Services) A company who collate and despatch posters to the media owners for a fee • Poster Deadline The date in which printed posters must be delivered to either PCDS or direct to the media owner depot in order for the campaign to go up on time • Posting Period Duration of time that an Outdoor advertisement is scheduled to be displayed, as specified in a contractual agreement: usually 2 weeks, but flexible with digital OOH advertising • PRPs Poster Rating Points. POSTAR’s equivalent to GRPs. Ratings delivered on a campaign worked out by Cover x Frequency • ROI Return on Investment • SAB Space Available Bonus. Potential additional free sheetage subject to availability and the media owner’s discretion, the final numbers achieved will only be confirmed from 10 days before in charge. Additional posters will need to be printed to cover the number of panels on offer • SBU Strategic Business Unit. Kinetic's specialist service divisions • Spares The supply of spare posters is recommended to ensure that any posters damaged during the course of the campaign can be reposted to ensure optimum display • Specials General terms used for poster displays where creative potential has been maximised through use of printing, lighting or special build techniques • VAC Visibility Adjusted Contact. The score of those adults, in 000s, who will make eye contact with a panel/campaign. Reflects a realistic OTS


kinetic 24 - 28 Bloomsbury Way London WC1A 2PX t +44 (0)20 7150 6000

The UK Planning Guide 2012/13  
The UK Planning Guide 2012/13  

A definitive guide to Kinetic and the OOH industry.