Presented By: Pauline Hanton and Phil Clemas OUT OF HOME LANDSCAPE Good afternoon and thankyou. Presented By: Pauline Hanton and Phil Clemas Date: April 20th, 2010

OUT OF HOME AGENDA OOH is all about you….subliminal advertising OMANZ members OOH – share of market OOH….what it can provide OOH - some stats DOOH – Digital Out of Home Innovation and Engagement MOVE Conclusion

OUT OF HOME IS ALL AROUND YOU 3

OUT OF HOME IS ALL AROUND YOU… Derren Brown’s video on subliminal advertising.

OMANZ MEMBERS 5

OMANZ MEMBERS Fully paid members as above with affiliate members of Omnigraphics and Boston Digital

OUT OF HOME SHARE OF MARKET 7

OUT OF HOME MARKET SHARE OVER LAST FIVE YEARS OOH - 2005 @ $72M, 2006 @ $79M, 2007 @ $78, 2008 @ $74M 2009 @ $68M As a comparison Australian OOH share is 3.3%, US is 5.6% and UK is 5.0%...so even in sophisticated markets like the US and UK…..they’re only a few percent higher than us.

OUT OF HOME – MARKET SHARE LAST FIVE YEARS COMPARED TO OTHER MEDIA Newspapers have had the biggest decline over the last 5 years, followed by television (whose decline did plateau out over the last couple of years). Radio’s been pretty stable followed by Magazines with a small decline last year – with every one else. Interactive is going against the trend increasing by leaps and bounds over the last 5 years which will continue.

OUT OF HOME WHAT IT CAN PROVIDE 10

OOH is about much more than posters and panels OOH is about much more than posters and panels. It’s about effectively reaching multiple audiences when they out living their lives…..the simplest, purest form of media today. OOH is about much more than posters and panels…..it’s about effectively reaching multiple audiences when they’re out living their lives….. …..it really is the simplest, purest form of media today.

REACH REACH FREQUENCY

REACH FREQUENCY FREQUENCY

REACH FREQUENCY FREQUENCY IMPACT

REACH BROADCAST FREQUENCY FREQUENCY IMPACT 15

REACH TARGETED ENVIRONMENT FREQUENCY FREQUENCY IMPACT

POINT OF PURCHASE

REACH FREQUENCY BUILDS BRANDS TARGETED ENVIRONMENT FREQUENCY IMPACT A combination of OOH formats builds brands - use of all major formats can launch a brand BUILDS BRANDS TARGETED ENVIRONMENT FREQUENCY FREQUENCY IMPACT

REACH FREQUENCY DRIVES SALES BUILDS BRANDS TARGETED ENVIRONMENT Path to Purchase resulting in driving sales BUILDS BRANDS TARGETED ENVIRONMENT FREQUENCY FREQUENCY IMPACT

CLUTTER FREE 20

CREATIVE CANVAS

NON INTRUSIVE ENGAGEMENT

CONTEXT RELEVANT

INNOVATION First time ‘live’ Twitter updates have been used on a billboard – certainly in Australasia, possibly the world. We’re all aware of Yellow recruiting Josh to make Yellow Chocolate. He could only use businesses/services found in the Yellow Pages to achieve his goal. To update his progress and to send messages to the market, he tweeted his messages to our billboards – 2 x Auckland and 1 x Wellington – which displayed in real time on the temporary digital panels that we installed on our billboards, specifically for this campaign. A huge amount of PR was generated from this activity.

BRAND EXPERIENCE

OUT OF HOME COMPLIMENTS OTHER MEDIA A visual reminder of the TVC (viewed the evening/morning prior) Strips out the key message of the TVC Extends the communication to the path to purchase – perfect to showcase product Reinforces the radio communication visually Drives consumers online Incremental reach. Many OOH case studies consistently show that OOH reaches a unique audience that may not have seen the TVC or read the magazine Network’s themselves use OOH extensively to drive viewers to watch key programmes Courtesy of Jack Beijing

OUT OF HOME THE DEFINITION OF EFFECTIVE ADVERTISING? Consideration / Intent to purchase Awareness Trial / Purchase Usage Advocacy The challenge of OOH is getting the creative right. All advertising, with OOH being no exception, is trying to take a potential consumer from Brand Awareness to Brand Advocacy and it is in the areas of Awareness, consideration and trial that we have the greatest potential to add value

OUT OF HOME SOME STATS….. 28

TARGET AUDIENCE: AP 15-24 (Heavy Media Consumption) Of AP 15-24, 373,000 (59% of the target population) are heavy consumers of outdoor media – at least 109,000 more than any other media. Source: Nielsen Media Q1 2009 to Q4 2009

TARGET AUDIENCE: AP 25-54 (Heavy Media Consumption) Of AP 25-54, 731,000 (42% of the target population) are heavy consumers of outdoor media. Source: Nielsen Media Q1 2009 to Q4 2009

TARGET AUDIENCE: AP 15-24 Source: Nielsen Media Q1 2009 to Q4 2009

TARGET AUDIENCE: AP 25-54 Source: Nielsen Media Q1 2009 to Q4 2009