OOH Expenditure Review - Q1 2017
According to Nielsen/OMA figures, Q1 2017 was down 6%, or -€1.7m, on Q1 2016 with a total spend of €26.7m. Five of the top ten advertisers increased spend on last year, with Diageo as top spender, totalling €1.5m. The top spending category was Retail, at €4m.
January was down 5%, or -€390k, on Jan 2016, with a total spend of €7m. We saw a range of developments in the OOH market in January, with JCDecaux taking over the Adshel contract, increasing its market share to approximately 47%. It was also a big month for Exterion Media, with the launch of the Connolly Station Digital Gallery on the 16th of January, replacing the existing gallery of static 6 sheets with 12 x 70inch HD portrait LCD screens.
February was down 9%, or -€720k, on Feb 2016, with a total spend of €7.4m. February was an exciting month for Kinetic, as we formed a strategic partnership with digital agency ad2one, to integrate NEAR technology into OOH campaigns. Coca-Cola was the first client to take advantage of the partnership for its mini-projector give-away campaign, which ran across transport, bus shelters, point-of-sale formats and digital OOH. Kinetic also took advantage of the flexibility that DOOH offers and ran a one-day campaign to celebrate Valentine's Day. The copy which ran, declared our love for OOH and wished passers-by a Happy Valentine's Day, and asked them, "Who do you love?".
March was down 5%, or -€585k, on Mar 2016, with a total spend of €12.3m. On the 30th of March, Kinetic hosted "Moving Minds", a seminar showcasing the latest thinking in technology and media innovation and how this impacts on the physical world around us, as well as the Out of home industry specifically. As part of this event, our Insights Director, Caroline DeCourcy, along with Sonya McGuirl of Kantar Millward Brown, presented key takeouts from a study we undertook to look at what digital OOH brings to a traditional campaign. On Saint Patricks Day, Kinetic ran a contextual campaign to celebrate the event. The digital copy, which ran on JCDecaux iVision and Digitower, encouraged passers-by to "enjoy their day Out of Home".
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