英国户外广告行业市场前景及投资研究报告-培训课件外文版2024.6

INDUSTRIES

&

MARKETSOut-of-homeadvertisingintheUnitedKingdom(UK)CHAPTER

01OverviewAnnualoutdooradvertisingspendingworldwidefrom2014to2023(inbillionU.S.dollars)Annualout-of-home(OOH)advertisingspendingworldwide2014-202345403540.5937.8834.43433.0831.4730.4429.163025201510528.2427.3702014201520162017201820192020202120222023*3Description:In2023,outdooradvertisingspendingworldwidereachedanestimated40.6billionU.S.dollars,upfromapproximately37.9billiondollarsayearearlier–anannualincreaseofoversevenpercent.Accordingtoanothersource'sprojections,theglobalout-of-home(OOH)adrevenuegrowthratewilldecelerateasthedecadeunfolds.ReadmoreNote(s):Worldwide;2014to2023;atcurrentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):DentsuChangeinoutdooradvertisingrevenueworldwidefrom2014to2028ChangeinOOHadvertisingspendingworldwide2014-202830%20.1%20%10%0%13.4%10.5%8.7%7.4%7.5%4.9%5.1%5.3%5.1%4.3%4.3%0.2%-0.9%-10%-20%-30%-26.2%2020201420152016201720182019202120222023*2024*2025*2026*2027*2028*4Description:Thesourceforecastthat,in2023,theglobaloutdooradvertisingrevenuewillgrowbyapproximately13.4percent.Accordingtothesamesource,worldwidedigitalout-of-home(DOOH)spendingwillincreasemorethantraditionalout-of-home(OOH)thatyear.Thecombinedannualgrowthrateisexpectedtoreach10.5percentin2024.ReadmoreNote(s):Worldwide;2014to2022;includingtraditionalout-of-home(OOH)anddigitalout-of-home(DOOH);excludingpoliticalspendingintheUnitedStates;*Forecast.Datapriorto2018comesfromearlierreleases.

ReadmoreSource(s):BrandsVietnam;GroupMTraditionalout-of-home(OOH)anddigitalout-of-home(DOOH)revenueworldwidefrom2014to2028(inbillionU.S.dollars)GlobalOOHandDOOHadvertisingspending2014-2028TraditionaloutdoorDigitalOOH605040302010020.8219.8118.7317.4215.5310.3710.7613.2610.7210.518.1927.6326.6425.32201825.01201924.9425.823.8622.372120.92202218.22202020212023*2024*2025*2026*2027*2028*5Description:In2023,theglobaloutdooradvertisingrevenuewillamounttoanestimated35.63billionU.S.dollars,ofwhich22.37billion(or63percent)willcomefromtraditionalout-of-home(OOH)media,whiledigitalout-of-home(DOOH)willaccountfortheremaining13.26billiondollars(37percent).Accordingtothesamesource'sprojections,DOOHadrevenueworldwidewasforecasttosurpass20billiondollarsby2028.

ReadmoreNote(s):Worldwide;2014

to2022;excludingpoliticalspendingintheUnitedStates;*Forecast.Numbershavebeenrounded.ReadmoreSource(s):BrandsVietnam;GroupMLeadingoutdooradvertisingcompaniesworldwidein2023,byrevenue(inmillionU.S.dollars)Leadingout-of-home(OOH)advertisingcompaniesworldwidein2023,byrevenueRevenueinmillionU.S.dollarsOOHrevenue1,000

1,500Non-OOHrevenues05002,0003,8612,5003,0003,5004,0004,500JCDecaux(France)*Ströer(Germany)**9261,262ClearChannelOutdoor(U.S.)Lamar(U.S.)OutfrontMedia(U.S.)FocusMedia(China;estimate)oOh!Media(Australia)2,1272,1111,8211,736634APG|SGA(Switzerland)AlArabiya(SaudiArabia;estimate)Asiaray(China;2021revenue)Metrobus(France)362341292281GlobalMedia(UK;2020revenue)

2226Description:In2023,theFrenchholdingJCDecauxSEwastheworld'sleadingout-of-home(OOH)advertisingcompanybasedonrevenue,withanannualresultsurpassing3.86billionU.S.dollars.Germany-basedStröerSE&Co.KGaAfollowedwithalmost2.19billiondollars,althoughover1.26billiondollars(or58percent)ofthatfigurecamefromitsnon-OOH-relateddivisions.ClearChannelOutdoorHoldings,Inc.(orCCO)andLamarAdvertisingCompany(bothbasedintheUnitedStates)roundedup[...]

ReadmoreNote(s):Worldwide;2023;*ExcludingrevenuefromAPG|SGA,Metrobus,andClearMedia,integratedthroughtheequitymethodinJCDecaux’sfinancialstatements.**ThesourcehighlightsthatStröer'stotalrevenueincludesOOHmedia,digital[...]ReadmoreSource(s):Bloomberg;JCDecaux;VarioussourcesCHAPTER

02UKmarketDistributionofadvertisingrevenueintheUnitedKingdom(UK)in2022,bymediumAdvertisingrevenueshareintheUK2022,bymedium90%80%80%70%60%50%40%30%20%10%0%11%TV3%2%2%1%0.5%InternetNewspapersOutdoorRadioMagazinesCinema8Description:ItwascalculatedthatthedigitalistobethelargestmediumintheUnitedKingdomin2023,basedonadrevenueshares.Thatyeardigitalwillaccountfor80percentoftotaladrevenueinthecountry.TVwillbethesecondlargestmedium,withashareof11percent.Cinemaisprojectedtoaccountfor0.5percentofadvertisingrevenueintheUKin2023.ReadmoreNote(s):UnitedKingdom;June2023;forecastSource(s):GroupM;Out-of-home(OOH)advertisingexpenditureintheUnitedKingdom(UK)from2011to2023(inbillionGBP)OOHadvertisingspendingintheUK2011-20231.41.21.31.31.211.181.141.111.061.020.990.971.00.80.60.40.20.00.90.890.720112012201320142015201620172018201920202021202220239Description:In2023,out-of-homeadvertisingspendingintheunitedKingdomgrewto1.3billionBritishpounds,continuingtherecoveryformthehitittookin2020duetotheoutbreakofthecoronavirusanditsimpactonOOHadvertisingexposure.In2023,OOHadspendispredictedtoseegrowthofroughlysevenpercent.ReadmoreNote(s):UnitedKingdom;2011to2024Source(s):AdvertisingAssociation;WARCChangeinout-of-home(OOH)advertisingspendingintheUnitedKingdom(UK)in2023and2024OOHadspendannualgrowthrateintheUK2023-20249%8%8%7%6%5%4%3%2%1%0%6.5%20232024*10Description:In2023,out-of-home(OOH)advertisingspendingintheUnitedKingdomincreasedbyeightpercent.Thesourceprojectedthattheexpenditurewouldgrowbyfurther6.5percentin2024.ReadmoreNote(s):UnitedKingdom;2022;*Forecast.ReadmoreSource(s):GroupM;TheMediaLeaderNumberofout-of-home(OOH)adframesinGreatBritainfrom1stquarter2020to2ndquarter2023NumberofOOHadframesinGreatBritain2020-2023450,000392,412391,289388,268388,951389,097388,536388,536388,536388,536400,000350,000300,000250,000200,000150,000100,00050,0000379,191376,567Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q42022Q12023Q2202311Description:Inthesecondquarterof2023,therewere391,289out-of-home(OOH)adframesinGreatBritain.Inthesecondquarterof2020,therewere388,268adframes.Thisconstitutesanincreaseofroughlyonepercentovertheperiodoffouryears.

ReadmoreNote(s):UnitedKingdom(GreatBritain);Q12020toQ22023Source(s):RouteResearchWeeklyreachofout-of-home(OOH)adframesinGreatBritainfrom1stquarter2020to2ndquarter2023(inmillions)Out-of-homeadvertisingreachinGreatBritain2020-20236051.8451.8651.8552.0952.3252.3251.4551.4451.6451.6451.5350403020100Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q42022Q12023Q2202312Description:Inthesecondquarterof2023,52.32millionuniqueindividualssawout-of-homeadsinGreatBritain.Inthefirstquarterof2020,thefigurestoodat51.45million.Thisconstitutesagrowthrateof1.7percentoverthefour-yeartimeperiod.

ReadmoreNote(s):Q12020toQ22023Source(s):RouteResearchNumberofweeklyout-of-home(OOH)impactsinGreatBritainfrom1stquarter2020to2ndquarter2023(inbillions)NumberofOOHimpactsinGreatBritain2020-2023129.89.719.649.621089.369.399.349.118.948.958.926420Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q12023Q2202313Description:Inthesecondquarterof2023,out-of-homeadvertisingframesgenerated8.92billionweeklyimpactsinGreatBritain.Numberofimpactsisdefinedasthenumberoftimesanadisseen,alsobythesameindividual.

ReadmoreNote(s):UnitedKingdom(GreatBritain);Q12020toQ22023Source(s):RouteResearchDistributionofroadsideadvertisinginEnglandandWalesasofNovember2023,byareadeprivationdecileRoadsideadsinEngland&Wales2023,byareadeprivationdecile20%17.6%18%16%14%12%10%8%15.4%14.8%13.2%10.4%8.31%7%5.94%6%4.58%4%2.78%102%0%123456789Deprivationdecile(1=most,10=least)14Description:AsofNovember2023,themost-deprived10percentofareainEnglandandWalesaccountedforthelargestshare(17.6percent)ofroadsideadvertisingframes.Theleast-deprived10percentaccountedfor2.78percentoftheads.

ReadmoreNote(s):Europe,UnitedKingdom;asofNovember2023;83,672roadsideadvertlocationsSource(s):AdfreeCitiesDistributionofelectricityconsumptionoftheadvertisingindustryintheUnitedKingdomin2022,bymediumAdindustrypowerconsumptionintheUK2022,bymedium70%60%50%40%30%20%10%0%66.5%27.8%2.5%2.4%0.9%InternetTVRadioDigitalout-of-home(DOOH)Traditionalout-of-home15Description:In2022,internetadvertisingconsumedroughlytwothirdsoftotalelectricityconsumptionoftheadvertisingindustryintheUnitedKingdom(UK).TVrankedsecondwithapproximately28percent.ReadmoreNote(s):Europe,UnitedKingdom;2022Source(s):Enerdata;KPMGUK;OutsmartOutofHomeDistributionofcarbondioxideemissionsoftheadvertisingindustryintheUnitedKingdomin2022,bymediumAdindustrycarbonemissionsintheUK2022,bymediumLowassuptionsHighassumptions80%68.6%66.8%70%60%50%40%30%20%10%0%17.2%14.6%11.7%10.9%1.7%2%1.7%1.7%1.6%1.5%InternetTVPressRadioDigitalout-of-home(DOOH)Traditionalout-of-home16Description:In2022,internetadvertisingaccountedfor67to69percentofcarbondioxideemissionsoftheadvertisingindustryintheUnitedKingdom,dependingonthemethodology.TVrankedsecond,accountingfor12to17percent.

ReadmoreNote(s):Europe,UnitedKingdom;2022Source(s):Enerdata;KPMGUK;OutsmartOutofHomeCHAPTER

03MarketleadersRevenueofmajorout-of-home(OOH)mediacompaniesintheUnitedKingdom(UK)in2022(inmillionGBP)RevenueofOOHmediacompaniesintheUK2022400336.5735030025020015010050183.52144.6267.770JCDecauxUKLimitedClearChannelUKLimitedGlobalOutdoorMediaLimited*OceanOutdoorUKLimited18Description:In2022,JCDecauxUKLimitedgeneratedapproximately337millionBritishpoundsinrevenue.ItslargestcompetitorClearChannelUKLimitedhadrevenuesof183.5millionpounds.GlobalOutdoorMediaLimitedrankedthird,with144.6millionpounds.OceanOutdoorUKLimitedhadthesmallestrevenuesoutofthefour,withroughly68millionpounds.ReadmoreNote(s):UnitedKingdom;*RevenueforthefinancialyearspanningfromApril1,2021toMarch31,2022.ReadmoreSource(s):ClearChannel;GlobalOutdoor;JCDecauxUK;OceanOutdoor;Leadingout-of-home(OOH)advertisersintheUnitedKingdom(UK)in2023,byspending(inmillionGBP)Largestout-of-homeadvertisersintheUK2023SpendinginmillionGBP30

40010205060708090McdonaldsRestaurantsLtdUnileverUK80.9347.17EeLtd42.28KentuckyFriedChickenGbLtdCocaColaGreatBritainAmazon(Uk)LtdTescoPlc31.4130.9430.7230.67NetflixInc.(U.S.)SkyUkLtd27.3725.3724.84PepsicoInternational19Description:In2023,McdonaldsRestaurantsLtdwasthelargestout-of-homeadvertiserintheUnitedKingdom(UK),withaspendingofnearly81millionBritishpounds.UnileverUKLtdrankedsecondwithanexpenditureofover47millionpounds.ReadmoreNote(s):UnitedKingdom;2023Source(s):Nielsen;OutsmartOutofHomeDistributionofout-of-homeadvertisingspendingintheUnitedKingdom(UK)in2023,bycategoryIndustrieswithhighestout-of-homeadspendingintheUK2023Share15%0%5%10%20%25%30%35%Entertainment&leisureFood28.6%11.6%Drink9.7%TelecommunicationsFinance6.9%6.4%Travel&transportCosmetics4.6%4.5%4.4%GovernmentClothing&accessoriesRetail3.5%3.1%Other16.7%20Description:In2023,entertainmentandleisurewastheindustrywiththehighestout-of-home(OOH)advertisingspendingintheUnitedKingdom(UK),withashareof28.6percent.Foodrankedsecond,withashareof11.6percent.ReadmoreNote(s):UnitedKingdom;2023Source(s):Nielsen;OutsmartOutofHomeAdvertisingrevenueofTransportforLondon(TfL)infiscalyears2002/03to2022/23(inmillionGBP)AdvertisingrevenueofTransportforLondon(TfL)2002-2023180160140120169.5158.3156152.2152.1144.9142.1139.3129.7120.1109.6105.110092.282.780604020072.961.358.953.150.6FY44.6FY40FYFYFYFYFYFYFYFYFYFYFYFYFYFYFYFYFYFYFY02/03

03/04

04/05

05/06

06/07

07/08

08/09

09/10

10/11

11/12

12/13

13/14

14/15

15/16

16/17

17/18

18/19

19/20

20/21

21/22

22/2321Description:Inthefiscalyear2022/2023(April2022toMarch2023),TransportforLondon-thebodyresponsibleforthetransportnetworkinthecapitalofEngland-generatedadvertisingrevenuesof145millionBritishpounds.Tocompare,out-of-homeadvertisingexpenditureintheUnitedKingdomstoodat1.2billionpoundsin2022.ReadmoreNote(s):UnitedKingdom;April2002toMarch2023Source(s):TransportforLondonAdvertisingrevenueofTransportforGreaterManchester(TfGM)infiscalyears2015/16to2022/23(in1,000GBP)AdvertisingrevenueofTransportforGreaterManchester(TfGM)2015-2023800700695600520496474500400300200100046844142941April2015toMarchApril2016toMarchApril2017toMarchApril2018toMarchApril2019toMarchApril2020toMarchApril2021toMarchApril2022toMarch2016

2017

2018

2019

2020

2021

2022

2023*22Description:Inthefiscalyear2022/2023(April2022toMarch2023),TransportforGreaterManchester-thebodyresponsibleforthetransportnetworkintheboroughsofManchester,Salford,Bolton,Bury,Oldham,Rochdale,Stockport,Tameside,TraffordandWigan-generatedadvertisingrevenuesof441thousandBritishpounds.Inthesameperiod,TransportforLondonhadadrevenuesof105millionpounds.

ReadmoreNote(s):UnitedKingdom(England);April2015toMarch2023;*Figuresubjecttochange.ReadmoreSource(s):TransportforGreaterManchesterCHAPTER

04Formats&segmentsShareofdigitalinout-of-home(DOOH)advertisingspendingintheUnitedKingdom(UK)in2015,2022,and2027DOOHshareinOOHadspendintheUK2015-202780%70%60%50%75%63%40%32%30%20%10%0%201520222027*24Description:In2022,digitalout-of-hone(DOOH)accountedfor63percentofout-of-homeadvertisingspendingintheUnitedKingdom(UK),upfrom32percentsevenyearsearlier.Thesourceprojectedthatthesharewouldincreaseto75percentby2027.

ReadmoreNote(s):UnitedKingdom;2015and2022;*Forecast.ReadmoreSource(s):IABUK;MTMOut-of-home(OOH)advertisingrevenueintheUnitedKingdom(UK)from2005to2023,byenvironment(inmillionGBP)OutdooradvertisingrevenueintheUK2005-2023,byenvironmentRoadsideTransportRetail/leisure1,4001,2001,000800600400200018351219241716847818736916844415513443112210236212638011788105341110106318100329151210894565164093723891151873473076866246055635325405124944734874794654844884504503863972005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

202325Description:Amongthethreepresentedout-of-home(OOH)advertisingenvironments,roadsideadvertisinggeneratedthehighestrevenuein2023,at686millionBritishpounds.Allinall,out-of-homerevenuesincreasedcomparedto2020,bouncingbacktopre-COVID-19levelsandexceedingthem.ReadmoreNote(s):UnitedKingdom;2005to2022Source(s):OutsmartOutofHome;PwCNumberofweeklyout-of-home(OOH)impactsinGreatBritainin2ndquarter2023,byformat(inmillions)NumberofOOHimpactsinGreatBritain2023,byformatNumberofimpactsinmillions2,000%

3,000%

4,000%0%1,000%5,000%6,000%7,000%8,000%8,157.94%7,609.39%7,026.23%9,000%PostersSmallformatSmallformatposterDigitalscreens(10secondbacktoback)Largeformat4,590.48%1,313.63%1,131.71%765.08%583.16%181.92%LargeformatposterDigitalscreensSmallformatscreenLargeformatscreen26Description:Inthesecondquarterof2023,advertisingpostersgenerated8.16billionweeklyimpactsinGreatBritain.Numberofimpactsisdefinedasthenumberoftimesanadisseen,alsobythesameindividual.

ReadmoreNote(s):UnitedKingdom(GreatBritain)Source(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)27Description:Inthefirstquarterof2023,therewere365.29thousandsmallformatand13.9thousandlargeformatout-of-homeframesadvertisingproductsandservicesinGreatBritain.Intotal,therewere379.19thousandadframesinvariousformats.

ReadmoreNote(s):Source(s):RouteResearchWeeklyreachofout-of-home(OOH)adframesinGreatBritainin2ndquarter2023,byformat(inmillions)Out-of-homeadvertisingreachinGreatBritain2023,byformatReachinmillions2001030405060PostersSmallformat52.2752.2Smallformatposter51.16Digitalscreens(10secondbacktoback)Largeformat45.1644.3843.34LargeformatposterDigitalscreens38.54Smallformatscreen32.86Largeformatscreen27.6428Description:Inthesecondquarterof2023,44.38millionuniqueindividualssawlargeformatand52.2millionsmallformatout-of-home(OOH)adsinGreatBritain.DigitalOOHscreenswereseenby45.16millionuniqueindividuals.ReadmoreNote(s):UnitedKingdom(GreatBritain);Q22023Source(s):RouteResearchCHAPTER

05ConsumerinsightsNon-digitaladvertisingtouchpointsintheUKasofDecember2023Non-digitaladvertisingtouchpointsintheUK2023Shareofrespondents0%10%20%30%40%38%50%50%OnTVOnbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)Ontheradio33%Directlyinthestore30%Bymailshot/advertisingmailAtthemovies/cinema26%20%18%17%InprinteddailynewspapersInprintedmagazinesandjournalsIhaven'tcomeacrossanynon-digitaladvertisementsOther10%2%Don'tknow5%30Description:"OnTV"and"Onbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)"arethetoptwoanswersamongUKconsumersinoursurveyonthesubjectof"Non-digitaladvertisingtouchpoints".ReadmoreNote(s):UnitedKingdom;JanuarytoDecember2023;24187respondents;18-64yearsSource(s):ConsumerInsightsTrustinadvertisingamongconsumersintheUnitedKingdom(UK)in2022,bymediumConsumertrustinadvertisingintheUK2022,bymediaShareofrespondents15%

20%0%5%10%25%30%35%40%TVCinema34%32%32%RadioPrinted29%Out-of-homeNewspaperMagazine30%28%28%DirectmailPodcast23%23%23%OnlineTailoredonlineadsMobile20%18%18%SocialmediaInfluenceradvertising16%31Description:Duringa2022surveyfieldedamongadultsintheUnitedKingdom,gaugingtheirperceptionofadvertising,itwasfoundthat34percentofrespondentsstatedthattheyfoundadvertisingtheytrustedonTV.TVwasthemosttrustedmediumamongthesevenpresented.Cinemaandtheradiorankedsecond,bothnamedby32percentofinterviewedconsumers.ReadmoreNote(s):UnitedKingdom;2022;18yearsandolderSource(s):Craft;Credos;MarketingWeekMostcommonmodesoftransportationforcommutingintheUKasofDecember2023MostcommonmodesoftransportationforcommutingintheUK2023Shareofrespondents0%

10%20%30%40%50%60%Own/householdcar61%PublictransportationOwnbicycle28%11%Taxis6%5%4%4%3%2%OwnmotorcycleBikerentals/bikesharingRidesharing/ridehailing(shortdistanceincl.driver,e.g.,Uber)Carsharing(shortperiods,e.g.,bytheminute,nottraditionalcarrental)E-scooter