英國數(shù)字戶外廣告行業(yè)市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.6

DIGITAL

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TRENDSDigitalout-of-homeadvertisingintheUnitedKingdom(UK)CHAPTER

01GlobalmarketoverviewDigitalout-of-home(DOOH)advertisingrevenueworldwidefrom2018to2028(inbillionU.S.dollars)Digitalout-of-home(DOOH)advertisingrevenueworldwide2018-202825201520.8219.8118.7317.4215.5313.2610.7610.7210.5110.371058.190201820192020202120222023*2024*2025*2026*2027*2028*3Description:Thesourceforecastthat,in2024,theglobaldigitalout-of-home(DOOH)advertisingrevenuewillgrowbyaround17percent,toover15.5billionU.S.dollars.Thatvaluewasprojectedtoincreaseby34percentinfouryears,reachingnearly21billiondollarsby2028.Overalloutdooradspend'sshareintheglobaladrevenuewaspredictedtoremainclosetofourpercent.

ReadmoreNote(s):Worldwide;2018to2022;excludingpoliticalspendingintheUnitedStates;*Forecast.Numbershavebeenrounded.ReadmoreSource(s):BrandsVietnam;GroupMDistributionoftheout-of-home(OOH)advertisingmarketvalueworldwidefrom2022to2025,bytypeDistributionoftheOOHadvertisingmarketvalueworldwide2022-2025,bytypeStaticDigital100%90%80%70%60%50%40%30%20%10%0%33.3%35%36.1%37.6%66.7%202265%63.9%2024*62.4%2025*2023*4Description:Thesourceforecastthat,in2023,thedigitalout-of-home(DOOH)subsegmentwillaccountforoverone-third(or35percent)oftheglobalout-of-home(OOH)advertisingmarketvalue.Staticoutdooradswillaccountfortheremaining65percent.DOOH'ssharewasprojectedtocontinuerisinginthefollowingtwoyears,reachingnearly38percentby2025.ReadmoreNote(s):Worldwide;2022;*Forecast.ReadmoreSource(s):FIPP;GroupMDigitalout-of-home(DOOH)advertisingrevenuesofselectedoutdoormediacompaniesworldwidein2023(inmillionU.S.dollars)DOOHadrevenuesofselectedoutdoormediacompaniesworldwide20231,6001,391.11,4001,2001,0008006004002000745.5588.3562.4330.4JCDecauxSEClearChannelOutdoorHoldings,Inc.OutfrontMediaInc.LamarAdvertisingCompanyStr?erSE&Co.KGaA5Description:In2023,France-basedJCDecauxSE-theworld'slargestoutdoormediacompany-generatedalmost1.4billionU.S.dollarsindigitalout-of-home(DOOH)advertisingrevenue.Thatsameyear,NewYorkCity-basedClearChannelOutdoorHoldings,Inc.(orCCO)followedwithover745milliondollars,whileOutfrontMediaInc.,alsoheadquarteredinNewYork,roundedupthetopthreewithmorethan588milliondollarsinDOOHadrevenue.ReadmoreNote(s):Worldwide;2023Source(s):VarioussourcesAnnualchangesintotalanddigitalrevenuesofselectedoutdooradvertisingcompaniesworldwidein2023Total&digitalrevenuechangesofselectedoutdooradcompaniesworldwide20232023totalrevenuechange2023DOOHrevenuechange30%25%20%15%10%5%28.07%21.01%9.09%8.96%8.28%7.8%7.53%5.97%3.94%2.82%0%Str?erSE&Co.KGaA*JCDecauxSEClearChannelOutdoorHoldings,Inc.OutfrontMediaInc.LamarAdvertisingCompany6Description:In2023,allthefiveoutdoormediacompanieslistedreportedhighergrowthratesintheirdigitalout-of-home(DOOH)operationsthanintheirtotalrevenues.Germany-basedStr?erSE&Co.KGaAreportedthehighestincreaseinDOOHadvertisingrevenue,28percent,followedbyFrance-basedJCDecauxSEwith21percent.Thosetwofirms'totalout-of-home(OOH)adrevenuegrowthratesstoodbelowninepercentthatyear.AlongwithClearChannelOutdoorHoldings,Inc.,OutfrontMedia[...]

ReadmoreNote(s):Worldwide;2023;*2023changebasedonpreliminaryandunauditedfigurescomprisingonlythecompany'soutdooradoperations.calculatedthefiguresbasedondataretrievedfromfinancialreportsofthefollowingcompanies:[...]

ReadmoreSource(s):VarioussourcesExpectedchangeindigitalmediabudgetsworldwidein2024,byformatGrowthofdigitalmediabudgetsworldwide2024,byformatShareofrespondentsSignificantincrease(<+10%)Slightdecrease(between0and-10%)Slightincrease(between0and+10%)Significantdecrease(<-10%)Maintain2023budgets80%0%20%40%60%100%120%AdvancedTV/connectedTVDigitalvideoPaidsocialDigitalout-of-home(DOOH)DigitalaudioRetailmediaInfluencermarketingPaidsearchDigitaldisplayGaming/Metaverse/eSportsIn-app7Description:DuringasurveypublishedinNovember2023,25percentofrespondingglobalbrandsstatedtheywereplanningtosignificantlyincreasetheirretailmediabudgetsin2023.Another35percentsaidtheywereplanningtoslightlyincreasethem.

ReadmoreNote(s):Worldwide;asofNovember2023Source(s):Ebiquity;WorldFederationofAdvertisersCHAPTER

02UKmarketoverviewDigitalout-of-home(DOOH)advertisingspendingintheUnitedKingdom(UK)from2019to2022(inmillionGBP)DOOHadspendintheUK2019-2022800749.96947006005004003002001000576.8414.920192020202120229Description:In2022,digitaladvertisingspendingintheUnitedKingdomamountedtoroughly750millionBritishpounds.Itwasthefirsttimethespendingmetandexceededpre-Covid-10levelsof2019,whenitstoodat694millionpounds.ReadmoreNote(s):UnitedKingdom;2019to2022Source(s):AdvertisingAssociation;WARCChangeindigitalout-of-home(DOOH)advertisingspendingintheUnitedKingdom(UK)from2018to2023DOOHadspendinggrowthintheUK2018-202350%40%30%39%30%20%10%0%14.7%15.1%6%-10%-20%-30%-40%-50%-40.2%202020182019202120222023*10Description:Digitalout-of-homeadvertisingspendingintheUnitedKingdomwasexpectedtogrowbysixpercentin2023.Themediumsawimpressivegrowthratesupuntil2020whentheadvertisingmarketgothitbytheoutbreakofthecoronavirus.ThatyearDOOHadspendintheUKdeclinedby40percent.ReadmoreNote(s):UnitedKingdom;2018to2022;*Forecast.ReadmoreSource(s):AdvertisingAssociation;WARCShareofdigitalinout-of-home(DOOH)advertisingrevenueintheUnitedKingdom(UK)from2011to2022DigitalshareofOOHadvertisingrevenueintheUK2011-202264%63%59%60%50%40%53%50%46%38%32%29%30%20%10%0%23%19%14%20112012201320142015201620172018201920202021202211/statistics/535387/digital-outdoor-advertising-revenue-in-the-ukBasedondataontheout-of-homeadvertisingmarketintheUnitedKingdom,itwasfoundthatdigitalOOHadrevenueaccountedfor63percentoftotalout-of-homerevenueinthecountryin2022.Thisisthefirsttimethesharedroppedyearonyear.ReadmoreNote(s):UnitedKingdom;2011to2022Source(s):OutsmartOutofHome;PwCDistributionofdigitalout-of-home(DOOH)advertisingcampaignsintheUnitedKingdom(UK)asofOctober2023,bypurchasemethodDOOHadvertisingcampaignsintheUK2023,bypurchasemethod50%45%40%35%30%25%20%15%10%5%43%38%30%0%CampaignsthroughdirectbuyonlyCampaignswithamixofdirect&programmaticbuysCampaignsthroughprogrammaticbuysonly12Description:Duringa2023surveyofadbuyersfromtheUnitedKingdom,itwasfoundthat30percentofdigitalout-of-homecampaignswereboughtthroughprogrammaticmeansonly.Ontop,38percentpurchasedtheircampaignswithamixofdirectandprogrammaticmeans.ReadmoreNote(s):UnitedKingdom;asofOctober2023;179respondentsSource(s):MTM;VIOOHNumberofweeklydigitalout-of-home(DOOH)impactsinGreatBritainfrom1stquarter2020to2ndquarter2023NumberofDOOHimpactsinGreatBritain2020-2023900800765.08745.12742.277006005004003002001000655.4618.44616.85611.82581.88568.05552.91534.52Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q12023Q2202313Description:Inthesecondquarterof2023,digitalout-of-homeadvertisingscreensgenerated765.08millionweeklyimpactsinGreatBritain.Numberofimpactsisdefinedasthenumberoftimesanadisseen,alsobythesameindividual.

ReadmoreNote(s):UnitedKingdom(GreatBritain);Q12020toQ12023Source(s):RouteResearchDistributionofdigitalout-of-homeadvertisingimpactsintheUnitedKingdom(UK)in2ndand3rdquarter2023,byaccuracyofdeliveryDOOHimpactsintheUK2023,byaccuracyofdeliveryQ22023Q32023100%90%80%70%60%50%40%30%20%10%0%89%85%10%7%5%4%ImpactsinscheduleImpactsoutofscheduleImpactsunbooked14Description:Duringthethirdquarterof2023,85percentofdigitalout-of-home(DOOH)impactsintheUnitedKingdomwereontherightframeatthebookedtime.Aquarterearlier,thesharestoodat89percent.Numberofimpactsisdefinedasthenumberoftimesanadisseen,alsobythesameindividual.ReadmoreNote(s):Europe,UnitedKingdom;Q22023andQ32023;onlyamongimpactsverifiedbyUniled,widerindustrymetricsmayvarySource(s):UniledCHAPTER

03ScreensNumberofdigitalout-of-home(DOOH)screensinGreatBritainfrom1stquarter2020to1stquarter2023NumberofDOOHscreensinGreatBritain2020-202318,00016,00014,00015,55114,56014,10312,28312,13811,90211,76711,62711,50912,00010,0008,0006,0004,0002,000011,17511,324Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q42022Q12023Q2202316Description:Inthesecondquarterof2023,therewere15.55thousanddigitalout-of-homescreensinGreatBritain.Ayearearlier,thefigurestoodat14.56thousand.Thatconstitutesanincreaseofsevenpercentyearonyear.

ReadmoreNote(s):UnitedKingdom(GreatBritain);Q12020toQ12023Source(s):RouteResearchNumberofout-of-home(OOH)adframesinGreatBritainin2ndquarter2023,byformatNumberofOOHadframesinGreatBritain2023,byformat400,000350,000300,000250,000200,000150,000100,00050,0000377,464375,738363,95915,55115,55113,82513,50513,50511,779SmallformatPostersSmallformat

Digitalscreens

Digitalscreens

LargeformatSmallformatscreenLargeformatscreenLargeformatposterposter(10secondbacktoback)17Description:Inthefirstquarterof2023,therewere365.29thousandsmallformatand13.9thousandlargeformatout-of-homeframesadvertisingproductsandservicesinGreatBritain.Intotal,therewere379.19thousandadframesinvariousformats.

ReadmoreNote(s):Source(s):RouteResearchNumberofadvertisingscreensatTescostoresintheUnitedKingdom(UK)inNovember2023,bytypeNumberofadvertisingscreensatTescostoresintheUK20232,0001,8001,8001,6001,4001,2001,0008006005004002000In-storeFront-of-store18Description:InNovember2023,TescoPlchad1,800in-storeand500front-of-storeadvertisingscreensintheUnitedKingdom.ThescreensareoperatedincooperationwithDunnhumby.

ReadmoreNote(s):UnitedKingdom;November2023Source(s):RetailGazette;TescoWeeklyreachofdigitalout-of-home(DOOH)screensinGreatBritainfrom1stquarter2020to2ndquarter2023(inmillions)Digitalout-of-homepenetrationinGreatBritain2020-20234538.544037.6437.8636.0236.1835.4835.13353025201510531.9630.2129.4627.540Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q42022Q12023Q2202319Description:Inthesecondquarterof2023,38.54millionuniqueindividualssawdigitalout-of-homeadsinGreatBritain.Ayearearlier,thefigurestoodat37.86million.Thisconstitutesagrowthrateoffivepercentyearonyear.

ReadmoreNote(s):UnitedKingdom(GreatBritain);Q12020toQ22023;15yearsandolderSource(s):RouteResearchCHAPTER

04MarketerinsightsFormatsofprogrammaticdigitalout-of-home(DOOH)advertisingusedintheUnitedKingdomasofNovember2022DOOHformatsusedintheUK2022Boughtinthelast12monthsIntendtobuyinthenext12months80%70%60%50%40%30%20%10%0%70%69%65%63%59%52%51%48%48%47%46%42%42%37%SmallformatroadsideSupermarketLargeformatShoppingmallRailwayAirportTube/underground21Description:Duringa2022surveycarriedoutintheUnitedKingdom(UK),51percentofrespondingmarketerssaidtheyhadusedshoppingmalldigitalout-of-home(DOOH)adsinthe12monthsleadinguptothesurvey;65percentstatedtheywereplanningtousesuchadsinthenext12months.ReadmoreNote(s):UnitedKingdom;November2022;

amongbrandandagencymarketerswithexperienceinplanningand/orbuyingprogrammaticDOOHandatleastoneotherchannelwithinthelast12monthsSource(s):JCDecauxUK;MTMAdvantagesofdigitalout-of-home(DOOH)advertisingaccordingtoadvertisersintheUnitedKingdom(UK)asofSeptember2023AdvantagesofDOOHadvertisingintheUK202370%64%64%59%60%50%40%30%20%10%0%57%Hyper-targetingIncreasedbrandawarenessHigh-qualityviewabilityGeneratingROI22Description:Duringa2023surveyofadbuyersfromtheUnitedKingdom,59percentofrespondentsstatedhigh-qualityvisibilitywasoneoftheleadingadvantagesofdigitalout-of-home(DOOH)advertising.Hyper-targetingandincreasedbrandawarenessrankedfirst,bothnamedby64percentofrespondents.ReadmoreNote(s):UnitedKingdom;asofSeptember2023;190respondentsSource(s):MTM;Varioussources(marketing-beat.co.uk);VIOOHNeedsdrivingprogrammaticdigitalout-of-home(prDOOH)investmentsintheUnitedKingdom(UK)asofOctober2023NeedsdrivingprDOOHinvestmentsintheUK202335%30%25%20%15%10%5%33%32%32%29%28%28%0%Always-ondealsmade

Moredatatodrivedirect

MoreoptionsaroundMoreaudiencedata

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environmentavailableresponseprecision/targetingofthecampaignsinthemarket23Description:Duringa2023surveyofadbuyersfromtheUnitedKingdom,29percentofrespondentssaidthenecessityformoreaudiencedatawasadriverofprogrammaticdigitalout-of-home(prDOOH)investment.Athirdofrespondentssaidthatalways-ondealsmadeavailablewereadriverforsuchinvestments.ReadmoreNote(s):UnitedKingdom;asofOctober2023;200respondentsSource(s):MTM;VIOOHReasonstoincludeprogrammaticdigitalout-of-home(DOOH)inmediamixaccordingtoadvertisingprofessionalsintheUnitedKingdom(UK)asofNovember2022ProgrammaticDOOHadvertisingbenefitsintheUK2022Shareofrespondents0%5%10%15%20%25%30%35%33%ItispossibletomeasureperformanceViewability25%Operationalefficiency24%24%TheabilitytotargetspecificaudiencesTheabilitytoreachawideaudienceItisaneffectivemediumforbrandcampaignsItiscost-efficient23%21%20%Cross-channelplanningmanagementFlexiblebuyingoptions17%17%TheabilitytochangecreativebasedontriggersTheabilitytobuyanotherdigitalchannelusingmyexistingDSP/tradingdeskContextualrelevanceofenvironments16%16%13%Other

0%24Description:Duringa2022surveyconductedintheUnitedKingdom,athirdofrespondingadvertisingprofessionalssaidtheyhadincludedprogrammaticdigital-out-ohhome(DOOH)intheirmediamixwasthepossibilitytomeasureperformance.Viewabilityrankedsecond,namedbyaquarteroftherespondents.Operationalefficiencyandtheabilitytotargetspecificaudiencesfollowed,listedby24percentoftheinterviewed.ReadmoreNote(s):UnitedKingdom;November2022;200respondents;top3box/amongbrandandagencymarketerswithexperienceinplanningand/orbuyingprogrammaticDOOHandatleastoneotherchannelwithinthelast12monthsSource(s):JCDecauxUK;MTMProgrammaticadvertisingformatsidentifiedasgrowthareasinEuropeasofAugust2023,bystakeholdertypeProgrammaticadformatsidentifiedasgrowthareasinEurope2023FormatAd

tech14%29%43%14%14%7%Publishers29%32%38%21%35%9%Agencies29%33%24%14%29%14%5%Advertisers36%Artificialintelligence(AI)ConnectedTV(CTV)Retailmedia33%18%OmnichannelDigitalout-of-home(DOOH)Over-the-top(OTT)Voice18%18%15%0%6%12%Audio21%7%38%15%29%5%12%Other0%25Description:Duringa2022surveycarriedoutinEurope,connectedTVwasidentifiedasthemostlikelyareaofgrowth,namedby58percentofadtechrespondentsandover50percentofrespondentsamongadvertisers,agencies,aswellaspublishers.Artificialintelligencewastheleastoftenmentionedformat,namedonlyby11perfectofadtechandninepercentofagencyrespondents.ReadmoreNote(s):Europe;JulyandAugust2023;396respondentsSource(s):IABEuropeCreativeexecutionsofprogrammaticdigitalout-of-home(DOOH)advertisingusedintheUnitedKingdom(UK)asofNovember2022DOOHcreativeexecutionsusedintheUK2022ShareofrespondentsPlantouseinthenext12months10%

20%

30%Usedinthelast12months40%

50%0%60%70%80%73%Dynamiccreativeoptimisation(DCO)48%72%AnimatedStatic52%55%40%54%Video40%55%HTML45%26Description:Duringa2022surveycarriedoutintheUnitedKingdom(UK),52percentofrespondingmarketersstatedtheyusedanimatedprogrammaticdigital-out-of-homeadsinthe12monthsleadinguptothesurvey;72percentsaidtheywereplanningtousethisformatinthenext12months.ReadmoreNote(s):UnitedKingdom;November2022;200respondents;

amongbrandandagencymarketerswithexperienceinplanningand/orbuyingprogrammaticDOOHandatleastoneotherchannelwithinthelast12monthsSource(s):JCDecauxUK;MTMCHAPTER

05SustainabilityImportanceconsumersattachedtomeasurescompaniescouldimplementinadvertisingtosaveCO?emissionsinGreatBritainasofAugust2022ImportanceofmeasurestosaveCO?emissionsinadvertisinginGreatBritain2022Shareofrespondents01020304050607080777590Printadvertisingbrochuresonenvironmentallyfriendlypaper,e.g.,fromsustainableforestsOffsetCO?emissions,e.g.,viatreeplantingprojectsOperateilluminated/digitaloutdooradvertisingwithgreenelectricityifpossible71Switchfromplane/companycarstotrainforbusinessforappointmentsortradefairvisitsthatarerelevanttoadvertising6868StopprintingpaperadvertisingandswitchtodigitalformatsTransparencyincommunication,howandwhereadvertisingmaterialsareproduced66Noilluminateddigitaloutdooradvertisingatnight63Outdooradvertisingmediawithmultiplefunctions,e.g.,built-inairfiltersorasstreetfurniture55Personalizeadvertisingasmuchaspossibletomakecampaignsmoreefficient4528Description:Duringa2022survey,itwasfoundthatmovingawayfromplaneandcartravelforadvertising-relatedappointmentstoalternativemeansoftransport,suchastrains,wasconsideredimportantby68percentofrespondingconsumersfromGreatBritain.Printingadvertisingbrochuresonenvironmentallyfriendlypaper-forexample,fromsustainableforests-rankedfirst,mentionedby77percentofrespondents.ReadmoreNote(s):UnitedKingdom(GreatBritain);August10to25,2022;2,008respondents;18yearsandolderSource(s):YouGov