GENERATING ADDITIONAL REVENUE FROM YOUR PROPERTY PORTFOLIO L A N D L O R D I N F O R M AT I O N PA C K
The Art of Outdoor 1
Ocean deliver asset value returns 20 times greater than Grade A West End London office space 2
Ocean is the expert in realising value to landlords from their property portfolios Ocean will generate a substantial revenue stream through premium Outdoor advertising, whether you are a: Leading Blue-Chip Property Company Private or Corporate Landlord Local Authority Not for Profit Organisation Undertaking a Temporary Restoration Project Ocean operate a select number of advertising locations across the UK, each of which must meet a stringent set of criteria identified by audience and underpinned by Neuroscience research. •
Premium shopping malls
Ocean requires land and property in these key locations throughout the UK and globally for the installation of state of the art advertising screens.
Ocean is an award winning proposition √√ Award Winning Sites
Best Digital Advertising Site in Europe, Daily DOOH Gala Awards 2012
√√ Award Winning Brand
Included on both the Sunday Times Tech Track 100 and Deloitte Technology Fast500
√√ Award Winning Innovation The Two Towers West
Cannes Lion Gold, The Microloan Foundation at Westfield London 2012 Shortlisted Most Innovative Site, IMAX with Samsung, Daily DOOH Gala Awards 2013
Ocean delivers substantial value to Local Authorities Ocean generated value in excess of £20m for Local Authorities in 2013 The current economic climate is putting increased pressure on local authority budgets. Ocean has an exemplary record for working with some of the country’s largest councils to help alleviate this. Not only do these locations provide valuable revenue, they also enhance the local environment and provide the local authority with free media space to promote cultural activities or the ability to make emergency announcements relating to public safety or transport issues.
Hammersmith & Fulham Council, London Ocean has worked with Hammersmith & Fulham Council to help supplement budget pressure by delivering new income streams into the council through a range of premium advertising structures. After a detailed survey we identified advertising locations in non-residential areas of Council controlled land with high traffic counts. Ocean handled the full project management service from design, construction, installation to management of the content on a daily basis.
Tower Hamlets Council, London Working with Tower Hamlets Council, Ocean launched The Two Towers East to critical acclaim from the advertising industry. The towers enhance the aesthetics of the area dramatically and provide a stunning addition to the skyline of Canary Wharf as well as an opportunity for global brands to advertise on a super-premium platform within the borough. This in turn provides Tower Hamlets the opportunity to generate high levels of revenue that were not previously possible.
The Two Towers East
“The development of The Two Towers East has enhanced the skyline of both Canary Wharf and the borough of Tower Hamlets. The construction of this location was perfectly timed to ensure that during the Olympics, a time when London and specifically more eastern areas of London saw heavily increased international footfall, Tower Hamlets was able to showcase the best in digital advertising. It raised the bar in terms of delivering a forward thinking statement to key sets of consumer eyes, and its legacy will continue on past the Olympics for the borough.” Chris Payne Tower Hamlets
Manchester City Council and Bruntwood Ocean has experience in developing both digital and banner locations in the city centre, enhancing aesthetics of both existing locations and new developments.
The Deansgate Banner
“A landmark redevelopment like Manchester One requires a highly sophisticated approach to its outdoor environment. Ocean’s state-ofthe-art double sided digital tower more than meets the innovation brief and symbolises our association with media, business and connectivity.” The Screen @ Manchester One
Thomas Renn Commercial Manager, Bruntwood
Liverpool City Council and Hark The Liverpool Media Wall is unavoidable in its presence at the Gateway to Liverpool, Lime Street Station, and has become synonymous with the social infrastructure of the city becoming a focal point for the community for key events and announcements.
“The Liverpool Media Wall is a perfect example of how advertising and property can work brilliantly together for the greater good. When Hark took the decision to purchase the St John’s Centre, this iconic digital structure became part of the wider property deal as we recognised the commercial value and aesthetic impact of the site for the future.” Mark Williams Hark Group
Liverpool Media Wall
P R I VAT E L A N D L O R D S
As a private landlord, Ocean can work with you to ensure your property assets deliver the maximum return Whether an existing building or an under-utilised plot of land, Ocean can work with you to identify and ensure your assets work harder. Case Study
Axis @ The Haçienda
During the development of Manchester’s high profile corporate office development, Axis, by The Property Alliance Group, Ocean secured an opportunity to construct a portrait full motion roadside digital tower on the site, generating an extra revenue stream throughout construction. Over time it became clear to the landlord that the value attached to the site had changed, and there was a new opportunity for this temporary structure to become a permanent feature. The landlord has now decided to encompass the structure into the final development, creating a landmark advertising feature on an iconic Manchester development, all the while delivering revenue for the landlord.
“Axis @ The Haçienda is Manchester’s first doublesided full-motion screen and a spectacular addition to the Axis tower development programme.” Landlord, Axis @ The Haçienda Alliance Partners
Axis @ The Haçienda
David Bentley Works A former derelict mill house was awaiting development but, as the market for new homes declined, plans had to be put on hold indefinitely. The running costs and upkeep were substantial, however, after being identified as a potential advertising location, a lucrative solution was identified. After a careful consultation and survey, planning was secured for the use of this building as an iconic landmark advertising display. Measuring almost 300m2 this has become one of Manchester’s most sought after OOH media locations and secured the owner a much needed revenue stream. As with all of Ocean’s advertising locations, if over time an even more lucrative solution can be established for the landlord and for global brands, it will be considered. In this rapidly increasing digital world, a combined banner and digital solution may be found to draw further brands to the location, a solution being considered for David Bentley Works in 2014.
DBW, Trinity Way
“Working with Ocean to temporarily change the face of David Bentley Works has created a lifeline for the site’s future development project. The quality of the banner construction has revived the site in its present state, and the extensive revenue generated from sales of the space to global brands has given the project the necessary leeway to survive. Working with Ocean has proven to be a beneficial and enlightening experience.” L. Holland Landlord, David Bentley Works
C O R P O R AT E L A N D L O R D S
Our development service is uniquely positioned, comprising both property professionals and media experts This blend of expertise ensures that our corporate landlords receive realistic expectations of income generation, together with qualified advice regarding local planning requirements. Case Study
Scottish Widows Investment Partnership, Birmingham Ocean was selected by the property investment arm of Scottish Widows (SWIP) to operate their prestigious and first full-motion LED screen in Birmingham, situated in the heart of the retail area of the City, directly opposite the Bullring. Ocean worked closely with SWIP and the screen manufacturer in order to ensure a smooth installation and launch. Successfully brought to market by our Marketing department, the site is widely recognised as being one of the most impressive advertising locations launched in recent years.
â€œWe are delighted to be working in partnership with Ocean Outdoor on this digital advertising project. Their position in this market brings both knowledge and expertise, maximising the potential for this iconic location to attract global brand campaigns, and bringing this bustling area of Birmingham into the exciting digital era.â€? Peter Webb Senior Investment Manager Scottish Widows Investment Partnership
The Screen @ New Street
“With an AB audience of 1.37m per fortnight, The Screen @ Canary Wharf is one of the most prestigious DOOH locations in the country, offering access to the lucrative City audience that occupies the 14 million square feet of office and premium retail space round about. The iconic nature of this site and its outstanding audience makes this an automatic choice for anyone operating in the premium space.” Ken Breen Thomson Reuters
The Screen @ Canary Wharf, Thomson Reuters The global information bureau Thomson Reuters are located within London’s famous Financial District, Canary Wharf, and as a result have access to premium locations to target the UK’s most affluent audiences. With this in mind, a full-motion advertising screen has been positioned at its heart, offering global brands the opportunity to shine.
The Screen @ Canary Wharf
By working closely with Ocean over the last two years, Thomson Reuters have not only seen an extensive brand count on this premium site as a result of the sales and marketing expertise at Ocean, but have also benefitted from increases in year on year revenue as a result. As with all Ocean’s locations, we invest not only in new sites but also in maintaining existing locations, and in January 2014 this screen was replaced with a bigger, better resolution screen with interactive capabilities, responding to the needs of the consumer and delivering the biggest of rewards to the landlord.
“We selected Ocean to operate the media opportunity on our building during works, partly because of their personal service and superb planning record. This coupled with their impressive “can do” spirit was a compelling recipe for success as proven by the substantial income we have received to date. It’s made a big difference not just in appearance but the feasibility of the entire project. Thank you Ocean.” Matt Johnson Landlord, The Banner @ Box Park, Shoreditch The Banner @ Box Park, Shoreditch
C O R P O R AT E L A N D L O R D S
Since 2008, Ocean has developed one of the most significant retail digital networks in Europe, with exclusive rights to the large format exterior digital opportunities surrounding Westfield London Westfield London is one of Europeâ€™s largest urban shopping malls, with an annual audience of over 28 million people and retail sales rapidly approaching ÂŁ1 billion. Ocean worked with Westfield from a very early stage in the development of the mall to create a gold standard for how landlords can maximise advertising revenues from their estate. Ocean ensured that the advertising solutions were fully integrated into the architecture of the shopping mall and that the best locations were delivered for advertisers.
Eat Street @ Westfield London
The Wall @ Westfield London
The Wall @ Westfield Ocean transformed two static posters into the UK’s first large format hybrid location, a combination of the latest digital technology and vinyl wrap. This delivers brand impact which is unavoidable and revenue for the landlord which has increased tenfold.
Client Insight Westfield Point
Ocean’s unique and flexible position allows for the opportunity to reflect on all decisions and adapt locations depending on the changing needs of the consumer.
Jimmy Choo In October 2013, one of the world’s leading designer brands, Jimmy Choo, chose a new way to advertise their product. For the first time they used iconic outdoor advertising as a means to convey their quality brand message. One of the Ocean locations they selected was The Wall @ Westfield – a branding canvas which delivered elevated emotional engagement resulting in the advertised product selling out from the Westfield London store. Ocean’s expertise in understanding advertising demand whilst working alongside Westfield London to deliver a tailored solution, meant an exceptional increase in both revenue and global press attention for the landlord.
“From the perspective of a landlord, the transformation of The Wall @ Westfield from a large static advertising site into a unique hybrid platform was a master stroke, both in terms of enhanced revenue delivery but also in terms of high quality impact. It is this bespoke focus on individual locations that stand Ocean apart in their service.” Chris Lynham Head of National Accounts - Mall Retail, Brand & Media, Westfield UK
N O T - F O R - P R O F I T O R G A N I S AT I O N S
Ocean has experience in working with other not-for-profit organisations, exploiting existing assets and developing new revenue streams Case Study
BFI IMAX Ocean has worked with the British Film Institute, who operate the IMAX cinema at Waterloo, since 2006. Working with charities such as the BFI carries new challenges, however Ocean has consistently delivered exceptional returns for the landlord.
“Advertising revenues generated by the IMAX help to support the BFI’s work in sponsoring and preserving the British film business. It has also helped to turn our flagship Southbank cinema into an iconic London landmark.” The IMAX
Lisa Rowe BFI
The UK’s first and only full-motion, city-centre network
In September 2013 Ocean worked with a variety of landlords with locations at the heart of the UK’s city centres, to develop what is known as The Grid – the UK’s first full-motion digital, city-centre network. Ocean will continue to identify virgin locations and expand The Grid across the UK and Europe.
7 Sites across 6 major UK cities
London, Birmingham, Liverpool, Manchester, Leeds & Glasgow
Eat Street @ Westfield London
The Screen @ Trinity, Leeds
The Screen @ St. Enoch, Glasgow
The Screen @ Cavern Quarter,Liverpool
The Screen @ New Street, Birmingham
Axis @ The Haรงienda, Manchester
The Screen @ Canary Wharf, London
R E S T O R AT I O N P R O J E C T S
Considering a restoration project? Ocean may be able to save on costs and generate revenue for the project itself Ocean have operated two advertising locations on historic buildings in Central London and have generated considerable funds to speed up the restoration.
St. Martin-in-the-Fields Banner
St. Martin-in-the-Fields Ocean was the first OOH media owner to gain planning permission for an advertising site in Trafalgar Square with Westminster Council. We sympathetically integrated the advertising sites into the scheme with minimum disruption to the works and generated funds to aid the £30million renewal of the landmark St Martin-in-the-fields Church.
St. Paul’s Church, Hammersmith For St. Paul’s in Hammersmith, Ocean worked hand in hand with the Church, Local Authority and English Heritage. Ocean coordinated all elements of the project, providing a one stop shop - managing the planning, build and revenue generation through advertising.
“St Paul’s has had an outstanding working partnership with Ocean since January 2006. During that time we have found them to be professional in all their dealings. We have found them to be responsive, open and understanding of our needs. They have also shown great sensitivity to our place in the community and consequently they have worked with great flexibility even where this has prejudiced their immediate commercial interest. We would have no hesitation in recommending their services to any potential landlord.” Revd Simon Downham Vicar, St Paul’s Hammersmith
St Paul’s Church Banner
THE FUTURE OF OUT OF HOME ADVERTISING
The evolving media landscape gives cause to ever changing requirements when it comes to developing the latest advertising locations Digital Out of Home (DOOH) represents an increasing proportion of revenue within the Out of Home sector – dynamic creative is evolving a one-dimensional medium into an engaging consumer experience. Installation of pioneering technologies such as WiFi, mobile interaction, sound and audience recognition technologies across Ocean’s digital network has allowed for this advancement in connectivity and interaction. The new creative technology palette includes the ability to align campaigns with: •
News & Weather
Live Sports Updates
It is through these digital technologies that the greatest revenues can be demanded from the world’s leading brands.
The future of Out of Home advertising will be delivered by combining both Ocean and landlord expertise to secure locations which embrace digital technologies.
Eat Street @ Westfield London
DOOH revenue has grown 111% in the last three years and now represents 24% of all Outdoor advertising* *OMC 2014
Holland Park Roundabout
Ocean’s experience will guide you through the planning process Over the last decade Ocean has developed a leading network of locations across the UK. As pioneers of sourcing virgin sites within London and around the UK to develop these iconic screens, Ocean has delivered evidence which has been used to overcome many Planning Authority concerns, and has a proven track record of working with new city and London borough councils to offer them opportunities which may have initially been disregarded. Road Safety
Design and Amenity Improvements
Ocean has numerous case studies that can be drawn upon to clearly demonstrate that DOOH media is not detrimental to passers by. Independent Highway reports have confirmed this.
All levels of brightness from Ocean displays are sympathetic to the local environment and fall within recognised guidelines. They are controlled and monitored using the latest technology in order to keep levels of brightness at a predetermined setting.
All Ocean displays are bespoke and sympathetic to the local area, with award winning architect designs, coupled with state of the art materials and technology.
Over the years, it has become apparent that with the use of digital technology comes additional benefits beyond that of the advertiser. Public Information & Emergency Messaging
In densely populated, city-centre locations, there is always a need to maintain a level of communication and order, not least when there is an urgent public announcement or emergency. At its core, Digital Out of Home is a medium which is both flexible and immediate, with the screens offering an opportunity for messaging to be changed within minutes. The benefit to individual communities is plain to see.
Each planning authority will consider a site depending upon where it is located in the UK, however a common factor resides across all areas. There will always be a need to promote local events, to create wider community spirit and generate revenue for local businesses.
In 2012, Ocean became part of a wider scheme within the Outdoor industry to work with the charity ‘Missing People’. In the case of a missing person, the first couple of hours from being reported missing proves the most crucial when finding them. Using a network of digital screens across the UK, the charity posted a missing person’s photo within minutes of being reported missing, allowing for a higher success rate in finding the individuals.
Past events have included:
Remembrance Day Hillsborough Memorial Criminal Search Local Giving Charity Support
Property partners AWG Property Ballymore The BFI Bruntwood Buccleuch Group Consolidated Developments Hammersmith & Fulham Council HF Developments Hark Group IvanhoĂŠ Cambridge Land Securities Liverpool City Council Property Alliance Group Russells Construction Scottish Widows Investment Partnership St. Martin-in-the-Fields The Diocese of St. Paulâ€™s Tower Hamlets Council Treasury Holdings Westfield Group 19
Mark Bracey Development Director +44 (0)7867 513 357 firstname.lastname@example.org
Tom Ballantine Development Executive +44 (0)7840 157 719 email@example.com
John Kilfeather Head of Operations & Technology +44 (0)7775 578 988 firstname.lastname@example.org www.oceanoutdoor.com/landlords
Published on Mar 7, 2014