The Christmas wrap November 2015

OOH audience is growing faster than population, as a result of increasing urban density. MOVE’s 2015 data release shows audience is up 3.4 % year on year, when comparing the same signs. OOH can expand campaign delivery. It reaches more people each day than any other media. % of population reached daily OOH is delivering more opportunities with new formats. Digital has the fastest growth, but off a low base. % growth in revenue 2014 vs 2012 OOH is being used more often in the media mix. Market share continues to grow. % of market share according to CEASA OOH Television Total Online Radio OUT-OF-HOME (OOH) IS GROWING & more share 7.4 % Traditional OOH % Digital OOH 20 % Total OOH 5.2 % % 2013 Calculated on total revenue excluding classifieds and directories Click here for more details More revenueMore reachMore audience

OOH ENHANCES OTHER MEDIA Maximise coverage and amplify television and online OOH reaches light, medium and heavy consumers of other media.. OOOH and Television play complementary roles. Both deliver high levels of: Awareness Desire Trial Action Include OOH to increase awareness, desire and action of your Online campaigns. OOH is strong where Online is not. Click here for more details 9 out of 10 people leave home daily Click here for more details

OOH IMPACTS CONSUMERS Ready to receive and act on advertising messages OOH is the lead media in the hour prior to shopping occasions. 61% of shoppers will only be exposed to Out-of-home in the last hour prior to a shopping occasion. Advertising on the path to purchase & in-store remain very important. Bricks & mortar stores account for 13 times more spending than online. People are in a more receptive mindset when exposed to OOH. Receptivity by location People are more alert and impulsive when away from the home. When people are out of the home; 81% say they are alert 75% say active 67% say impulsive In home; 88% say relaxed 86% say sleepy 85% say calm Click here for more details PUBLIC PLACE SCHOOL or WORK HOME (Indexed, so average importance = 100)

KEEP OOH CREATIVE SIMPLE Get to the point and maximise the impact of a glance Our attention span is decreasing. Visual information is quicker than sound or text. It can take as little as 13 milliseconds (ms) of exposure to interpret an image. By comparison we hear at 375–400 ms per word and read at 200–240 ms per word. The main message should draw the eyes’ attention. We can shift our gaze up to 3 times per second. So it’s important the main message is clear the first time someone looks. Less words = more recall. Studies show: A) Single messages have higher recall than multiple messages. B) 7 words or less produces higher recall than more words. Click here for more details

OOH IS SUMMER Why it’s peak season for Outdoor More money is spent in summer than in any other season. Last summer had 9.4 % more retail $’s spent than the average of the previous three seasons. Holidays are part of summer million overnight trips were made to year ended June 2015, up 6%. 3.7 million school children are on holidays. Day trips are part of summer. 169 million day trips were made to year ended June 2015, up 6%. 20 million social/ recreational trips are made every day. Outdoor in summer delivers the big audiences. 83 % Of people say they spend more time outdoors during summer. Click here for more details