Outdoor advertising

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Outdoor advertising landscape 2004
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CONTENTS
Outdoor advertising has developed into one of the
major media channels. Target audience reach,
rapid message broadcast, unlimited creative
possibilities these outdoor features are
appreciated by most advertisers. Market analysis
and campaign awareness researched prove these
trends to be true. JCDecaux Unicom, as the
most active outdoor operator in the country, is
eager to provide reliable and representative
information about outdoor advertising market in
Lithuania. This landscape covers major aspects of
outdoor market development in year 2004 outdoor
operators, product categories and advertisers,
campaign types and awareness trends. The
information is based on TNS Gallup advertising
monitoring and research data, and JCDecaux Unicom
internal data. We presume that advertisers and
media planning agencies will find this overview
useful for better understanding of outdoor media.
? Outdoor media agency landscape
? Product category overview
? JCDecaux Unicom campaign statistics
? JCDecaux Unicom campaign awareness
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? Outdoor media agency landscape outdoor
operator SOE market reach outdoor advertising
formats JCDecaux Unicom network and news
? Product category overview
? JCDecaux Unicom campaign statistics
? JCDecaux Unicom campaign awareness
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Outdoor operator SOE
Market distribution among operators had not
changed comparing to last year over 80 of
income were generated by 3 major national
networks. The rest of income is distributed among
local outdoor operators. This indicates pure
leadership of operators who are able to offer
widest market coverage (the owner of widest
network in Lithuania JCDecaux Unicom, has over
60 of the market). Political elections had
increased outdoor ad revenues in year 2004. This
explains growth of some minor operators
(Neuwerbung, Zoom Out). So, this boost was not a
result of their network development.
Gross income excl. sponsorship and VAT SOE
Share of Expenditure (income share per
operator)
Source TNS Gallup outdoor advertising monitoring
database 2004 January-December
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Market reach
Neuwerbung also offer temporary locations in
these cities Visaginas, Vilkavikis, Pasvalys,
Trakai, Jonikis, Radvilikis, Prienai, Varena,
Kaiiadorys, Kelme, Skuodas, Raseiniai, Naujoji
Akmene, Pakruojis, Moletai, Kazlu Ruda,
Birtonas, irvintos, Rietavas, Lentvaris,
Kurenai, alcininkai, vencionys, vencioneliai,
Vievis, Pagegiai, Gargdai, Veisejai
Source TNS Gallup outdoor advertising monitoring
database 2004 January-December
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Outdoor advertising formats
Source TNS Gallup outdoor advertising monitoring
database 2004 January-December
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JCDecaux Unicom network the market
? JCDecaux Unicom strategic partner of world
wide outdoor leader JCDecaux in the Baltics ?
JCDecaux Unicom complete outdoor services from
campaign planning till post campaign awareness
research   ? JCDecaux Unicom widest network
and market coverage (over 20 cities in Lithuania) 
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JCDecaux Unicom network faces
Source JCDecaux Unicom, number of faces at the
end year 2004
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JCDecaux Unicom network target audience reach
Bus shelters, city lights, illuminated ad
columns (SF street furniture)

• these outdoor formats feature very high OTS
  (opportunity to see) level and wide market
  coverage. Thus they offer the most efficient way
  for rapid message distribution product launch,
  special promotion announcements, etc.
• target audience is reached within 2 week period
  (60 of JCDecaux Unicom SF campaigns in Lithuania
  use that duration)
• bus shelters cover all major traffic lines in a
  city that allows to reach not only pedestrians
  but driving audience as well. City lights
  broadcast a message to locations out of reach of
  vehicle traffic old town, down town, close to
  shopping malls, etc. Advertising columns are
  located in exclusive locations, thus are
  appropriate format for outstanding brand exposure.

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JCDecaux Unicom network target audience reach
Billboards on roadsides, wall mounted banners,
viaducts (BB roadsides)

• billboards are targeted at driving audience.
  These campaigns feature very good reach of young
  adults with higher income
• these campaigns are usually aimed at brand
  awareness building, long term image maintenance,
  etc.
• JCDecaux Unicom BB network offers a client to
  selectively choose locations for long term
  directionals
• BB campaign duration depends on clients
  strategic targets and can last from 1 month (50
  of all BB campaigns) up to 1 year and longer
  (5).

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JCDecaux Unicom network news

• One of the main targets of JCDecaux Unicom
  constantly improve service quality and supply.
  The company launched number of news in year 2004
  
• ? further network development number of bus
  shelters city lights was increased aver. 10
  similar growth of billboard network. The network
  of modern illuminated ad columns expanded over
  55
• JCDecaux Unicom became exclusive distributor of
  ad spaces in a new sports arena - Siemens Arena
  (Vilnius)
• beach cabins were installed at seaside
  (Klaipeda) in summer of 2004.
• number of billboards were mounted on viaducts
  over major traffic lines in Vilnius.

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? Outdoor media agency landscape
? Product category overview TOP categories by
expenditures Category expenditures by outdoor
operators TOP advertisers by expenditures
? JCDecaux Unicom campaign statistics
? JCDecaux Unicom campaign awareness
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Product category overview is prepared using
outdoor media monitoring database AdOption,
maintained by TNS Gallup. TNS Gallup monitors
most of outdoor advertising locations in
Lithuania. This source of information provides
comprehensive and reliable information about
outdoor market in the country. This part of the
report covers topics related to product
categories and advertisers in outdoor ? data
collected from main outdoor operators in
Lithuania, ? ad spends are expressed in GROSS
amounts (in Litas, excl. VAT), ? sponsorship and
barter deals are excluded.
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TOP product categories
About 40 of outdoor expenditures are invested by
communication/IT and household sector same
trends as a year ago. However, the rest of
expenditures spread almost equally among other
existing product categories. That indicates
suitability of outdoor media to promote almost
any product in the market. Although general
trends remained, some categories increased
investments in outdoor dramatically during year
2004. Trading and food sector gained places in
TOP 10 categories this shows great potential
for outdoor media in FMCG brand promotion.
Gross expenditures excl. sponsorship and
VAT SOE Share of Expenditure (expenditure
share per category)
Source TNS Gallup outdoor advertising monitoring
database 2004 January-December
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Product category expenditures by outdoor operators
Source TNS Gallup outdoor advertising monitoring
database 2004 January-December
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TOP 20 advertisers in outdoor
List of TOP 20 advertisers is quite similar to
one of product category largest share of
investments are generated by communication/IT,
household and FMCG advertisers. Although we see
some new names in TOP list, general trend
remained the same as last year TOP 20
advertisers make up 50 of all expenditures in
outdoor media. This reflects quite stable
situation in outdoor market and confidence of
key advertisers in this media channel.
Gross expenditures excl. sponsorship and
VAT SOE Share of Expenditure (expenditure
share per advertiser)
Source TNS Gallup outdoor advertising monitoring
database 2004 January-December
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? Outdoor media agency landscape
? Product category overview
? JCDecaux Unicom campaign statistics product
category activity average campaign size and
duration campaign type by product category
? JCDecaux Unicom campaign awareness
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Over 20 product categories we advertised on
JCDecaux Unicom network during year 2004. This
part of the report describes quantitative indices
of outdoor campaigns run by JCDecaux Unicom
activity of product categories in outdoor,
average sizes and durations of campaigns.
Report data is based on JCDecaux Unicom
information ? report includes only JCDecaux
Unicom campaigns, ? data range 2004 January
December, ? report does not include sponsorchip
and barter deals.
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Product category activity
Activity is expressed as share of category
campaigns in total number of campaigns run in the
network. Communications, electronics and IT
remained the most active sector in year 2004
over 30 of all campaigns were to promote this
sector brands.
BB campaigns - campaigns run on billboard
faces SF campaigns - campaigns run of bus
shelter, city light or column faces.
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Average campaign size and duration
Average campaign size by number of faces
SF campaigns
SF campaigns
BB campaigns
BB campaigns
Campaign size is expressed in weekly (SF
campaigns) and monthly (BB campaigns) faces.
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Average campaign duration and size by product
category (SF)
SF campaigns
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Average campaign duration and size by product
category (BB)
BB campaigns
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Average campaign size ad duration notes
1. Evaluation of campaign size and duration
averages allows to increase campaign planning
efficiency. These estimates represent best and
reliable ways to reach audience. 2. comparison
of SF campaign size averages reveals clear trend
theses demand for larger number of advertising
faces. That suggests following conclusions a) SF
format is very efficient for rapid brand
promotion, that increases demand for outdoor
campaigns of this type, and b) a need for broader
audience reach calls for larger number of
displays. The largest share of campaigns employed
over 350 weekly faces, however smaller campaigns
are of a great interest as well. This is due to
increasing number of localized clients small,
target audience oriented campaigns fully meet
their strategic tasks. In any case, the most
optimal results are achieved in 2 week period
over 80 of SF campaigns use this
duration 3.differently from last year practice,
new trends in BB campaign planning arise. Since
this format is especially good at reaching young
adults with higher income, BB campaigns became
more convenient for usual brand launches or
short-term promotions rather then for branding
campaigns. This explains rather short BB
campaign duration patterns.
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? Outdoor media agency landscape
? Product category overview
? JCDecaux Unicom campaign statistics
? JCDecaux Unicom campaign awareness campaign
awareness by age groups campaign awareness by
income groups campaign awareness among drivers
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JCDecaux Unicom along with TNS Gallup provides
outdoor campaign awareness researches. Research
results help to estimate campaign effectiveness.
Audience surveys are conducted in accordance
with international rules set by ICC/E.S.O.M.A.R.
Campaign awareness is indicated by asking
respondents if they remember seeing the campaign.
Survey results allow to deternine campaign
awareness among gross (15-54 y.o.) and target
audience by various socio-demographic splits
? by audience age group, ? by audience income
group, ? campaign awareness among drivers.
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Average campaign awareness by age groups (SF)
SF campaigns
Gross awareness among 15-54 y.o. audience
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Average campaign awareness by age groups (BB)
BB campaigns
Gross awareness among 15-54 y.o. audience
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Average campaign awareness by age groups notes
1. Traditionally outdoor advertising is supposed
to have better effect on younger audience. This
is because of their active life style, longer
time spent out of home thus better exposure to
messages in this media. This assumption is
confirmed by campaign awareness difference among
age groups despite outdoor format, awareness
scores in most cases are higher among 15-35 y.o.
respondents 2. however, its true that
awareness is very sensitive to a message. A
product, that is appropriate for older customers
(say, medicine) will get little attention from
youngsters (and vise versa). That makes outdoor
very much target oriented media 3. also,
it is important to understand campaign awareness
differences among outdoor formats. SF campaigns
generate higher exposure frequency and thus are
memorized better (chance to see a bus shelters
rather than billboard is higher on our streets).
This explains higher gross awareness level of SF
campaigns.
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Average campaign awareness by income groups (SF)
SF campaigns
Income per family member per month, 15-54 y.o.
audience
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Average campaign awareness by income groups (BB)
BB campaigns
Income per family member per month, 15-54 y.o.
audience
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Average campaign awareness by income groups notes
1. Campaign awareness analysis by age groups once
again proves outdoor to be target audience
oriented media. Product advertising usually is
appropriate for those whose buying power allows
to purchase these goods. I.e. message reaches
potential buyer 2. however, some cases do
not follow that logic (top awareness levels are
achieved among highest and lowest income groups).
We can only guess why is it so a) respondents
tend to lie about their income, that results in
statistical errors, b) psychological effect of
advertising an individual strives to have some
luxury product (funds for which are not
available) what would supposedly lift him social
grade higher. That is expressed in great
interest in messages about these luxury brands.
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Average campaign awareness among drivers (SF)
SF campaigns
Drivers respondents who drive a car everyday,
15-54 y.o. audience
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Average campaign awareness among drivers (BB)
BB campaigns
Drivers respondents who drive a car everyday,
15-54 y.o. audience
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Average campaign awareness among drivers notes
1. Special research of driving audience has
denied an opinion that SF campaigns are visible
only for pedestrians. This attitude discouraged
many bands from using the format. High frequency
of SF campaigns generate very good awareness
level - and its not affected by audience
traffic patterns. Of course, pedestrians are
better exposed to the format, but awareness gap
between drivers is not so dramatic 2. however,
choice of outdoor formats allows to plan a
campaign according to clients target audience.
Billboards will always be top choice for, say,
automotive campaigns. So, crucial role will
always be after the product itself a message
will be perceived only if its appropriate for
target audience.
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We hope that provided report was useful. We
kindly invite to contact us for any additional
information about outdoor advertising in
Lithania UAB JCDecaux Unicom A.Juozapaviciaus g.
6/2, 09310 Vilnius 5, Lithuania tel. 370 5 / 273
09 17
Report prepared by Evaldas Veselovskis,
marketingresearch manager, JCDecaux Unicom