Two of the UK's largest media owners have presented their vision for 2017 in the last few weeks.
Clear Channel is to make a welcome return to the London 6-sheet market and thereby offer an alternative to JC Decaux. Small steps at the moment but will be set to grow throughout 2017 and beyond.
At the end of 2015 the TFL 6-sheet contract changed hands and moved from Clear Channel to JC Decaux. This devastated their London footprint. However, they have come back fighting, announcing the return of their flagship Adshel Live product to London. The new screens will be mounted on a new model of payphones that Clear Channel are rolling out across the city and are expected to start going live in Q4. Currently they are projecting 100 screens to be installed by the New Year, which should increase to around 500 over the course of 2017.
The screens will be sold as part of the existing Adshel Live networks, but Clear Channel will also be selling these in London-only & Central London-only packages for a premium; aside from this the screens will offer the same flexibility (day-parting, dynamic creative, etc.) as the existing network. Currently these new units are just in London with the aim of rolling out to key cities nationwide depending on demand.
We believe that having a second player in the London DOOH roadside market will be beneficial for our clients, not only in terms of adding incremental coverage but also in helping to keep prices competitive and flexible.
Exterion are coming to market with a re-brand of the London Underground after their win of the TFL contract earlier in the year – this new partnership is being branded as HELLO LONDON. This will allow advertisers to target, for the first time, one audience across more than 400 stations – including all of the London Underground, London Overground, Tramlink, Docklands Light Railway and Victoria Coach Station – a combined 30 million journeys a day, plus the Elizabeth line (aka Crossrail) once operational in 2018.
The aim is to declutter existing advertising space across the TFL network and introduce a ‘less is more’ policy across both classic and digital OOH. The transformation will include new larger full-motion digital screens providing immersive content in key dwell-time locations and next generation digital escalator panels running the entire length of the elevator.
In addition to technological innovation and new formats, Exterion will also leverage data via the use of insight tool, Abi (Audience Behavioural Insights) to make advertising more relevant to consumers and more effective for brands. Abi draws on anonymous, aggregated data from Telefonica UK’s 25 million O2 customers so that data can be analysed by station, audience demographic, international visitor targeting and digital via the ‘Hello London Data Dashboard’.
We think this is great news from both media owners. Renewing and refreshing the London landscape and bringing competition back to the roadside portfolio. Quality locations and technological innovation are the by-words from both media owners – this combined with new data sources will allow us to target the London consumer more effectively and efficiently and ensure greater cut through in one of the busiest and most vibrant cities in the world!