1. Out-of-Home – Crystal Ball gazing Plans, trends and predictions for 2016 and beyond January 2016

2. MORE AUDIENCE Continued urbanisation of the population will drive audience increases www.oma.org.au info@oma.org.au Source: MOVE Data releases 2010 to 2015. Comparison of contacts for common signage to both the release and previous year i.e. 2015 to 2014 = 3.4%. *2016 audience growth numbers are expected to be released in July 2016. 3 – 4 % audience growth Since MOVE launched in 2010, there has been consistent growth in Outdoors’ audience of around 3 – 3.5% per year. With increases to urban population densities, MOVE expects this trend will continue. We expect total 2016 audience growth* will sit between 3 and 4% on the previous year when comparing the same signage.

3. GREATER INSIGHTS ON HOW CONSUMERS INTERACT WTH OUT-OF-HOME Fusion of MOVE data with emma and geoemma in 2016 www.oma.org.au info@oma.org.au. Insights by Format MOVE reach data is being fused with emma data in 2016. When completed it will provide a richer understanding of the market penetration of Outdoor and its different Formats across a range of consumer profiles including: Demographics – gender, age, geography, life stage, income, education, family & children and more. Lifestyles and attitudes – Activities including entertainment, hobbies & education, home & garden, media, shopping, sport. Attitudes covering economy, lifestyle and more. Products and services – decision making, products owned and intended to buy, services used, grocery spend, transport used and more. Segmentations – Mind and Mood, geoTribes, geoSmart and Mosaic.

4. TECHNOLOGY DRIVING MORE CHANGE Digital signs, beacons, big data and more provide increased opportunities www.oma.org.au info@oma.org.au Technology enhancing the customer interaction The possibilities seem endless but one thing remains clear, technology is enhancing Outdoor campaigns. Outdoor will provide the ability to increase engagement with target audiences in 2016. In addition Outdoor will become more entrenched in the city landscape as governments and city councils discover how the medium can help make cities smarter by improving public transport, creating or enhancing public spaces and acting as a communication channel. At the recent Consumer Electronics Show (CES) in Las Vegas, LG showcased a screen that folds like a newspaper. Will this lead to digital pillar wraps in Outdoor in the near future?

5. OUTDOOR WILL DELIVER BRANDS A PHYSCIAL PRESENCE A core strength of Outdoor is it’s ability to raise awareness www.oma.org.au info@oma.org.au More physical space, less cyber A survey by GFK, across all age groups, highlighted that the majority of people wanted to maintain the way they shopped, and in fact wanted to shop more frequently in a physical location. People are looking to interact more with the physical than they have in recent years. The IoT (Internet of Things) will remain, but a connection to something people can touch and interact with is back in vogue. Brand campaign for something with a strong online presence Creating a real world brand presence will be important in 2016 and Outdoor can deliver this.

6. REVENUE GROWTH WILL CONTINUE www.oma.org.au info@oma.org.au Stronger revenue growth 2016 will see the industry maintaining existing portfolios and adding new opportunities for OOH to reach people. Combining this with OOH’s dominance as the highest reaching media in the current landscape, should see more clients looking to Outdoor to strengthen their media plans. Revenue growth year-on-year has been trending upwards (up 7% in 2013, up 10% in 2014 and up 17% in 2015) above total advertising spend growth. Resulting in market share growth (4.8% in 2013, 5.2% in 2014 and 5.6% estimated for 2015*). As a consequence strong revenue growth in 2016 is predicted (compared to other traditional media). Outdoor revenue to again out perform total media in 2016 *Figures are based on CEASA (Commercial Economic Advisory Service of Australia) results.