LETS NOT LET ONE DIMENSIONAL DATA DEVALUE OUT OF HOME Brendon - PowerPoint PPT Presentation

LET’S NOT LET ONE DIMENSIONAL DATA DEVALUE OUT OF HOME Brendon Cook, CEO oOh!media June 2018

ONLINE FOUNDATIONS IS DATA THAT VALUES SPECIFIC EYEBALLS, NOT EQUALISE ALL EYEBALLS / IMPRESSIONS.

PREMISE TODAY WE NEED TO STRIVE TO DEVELOP RESEARCH THAT CONTINUALLY PROMOTES AND DIFFERENTIATES THE VALUE FOR EACH ADVERTISER ON THE EYEBALLS / IMPRESSIONS WE DELIVER AT ANY LOCATION OR GEOGRAPHICALLY.

TWO BILLBOARDS IN SYDNEY, TWO DIFFERENT STORIES Mosman Bridge site M4 Bridge site 555 Military Road M4 Motorway Greystanes ON-0119E Mosman 2145-06-O Greystanes 28 DAY CONTACTS 28 DAY CONTACTS 14 + 1,232,200 14 + 1,444,100 Source: MOVE AMS April 2018

TWO BILLBOARDS IN SYDNEY, TWO DIFFERENT STORIES M4 Bridge site M4 Motorway Greystanes 2145-06-O Greystanes M4 WRITES 20% OF THE REVENUE OF MILITARY ROAD 28 DAY CONTACTS 14 + 1,444,100 Source: MOVE AMS April 2018

AUDIENCE DESIRABILITY SCARCITY CLIENTS DRIVE PAST IT M4 Local private schools have MILITARY ROAD MILITARY ROAD 355,800 og1s 6 sites over 50% Children Attend of 563,900 og1s 25% of total audience* Sydney’s CEOs 46% of total audience* M4 9% more likely 25 sites 58% more likely to have premium to have premium car brand preferences** car brand preferences** Source: *MOVE AMS April 2018 **Source: oOh! Powered by Quantium, Premium car brand preferences Q segment, Audience Uplift by location, 2018

DATA THAT WILL HELP BUYER REACH TELCO CLIENT DATA

QUANTIUM DATA PARTNERSHIP HAS GIVEN THE ABILITY TO PLAN AUDIENCES WITH PRECISION VIA PURCHASE BASED TARGETING.

BIG DATA MEANS MORE GRANULAR INSIGHT AT A LOCATION LEVEL Roy Morgan Helix Personas Quantium Claimed behaviour Real behaviour Psychographic based Transaction based 56 personas 360+ Qsegments Sample: 50,000+ Sample: 11 million+ • Less than 1 person • 200 people per SA1 per SA1 • 733 per suburb • 3 people per suburb • 3,320 people per • 16 people per postcode postcode 3,313 16,000 55,000 POSTCODES SUBURBS SA1’S

BUYER OPTIMISATION BUYERGRAPHICS WHAT PANELS WHAT CUSTOMERS BUY LINKED TO PANELS CUSTOMERS VIEW QSegments (2.5b Transactions) (350+ segments) Formats Retail Road Where consumers Insurance spend Automotive 3m customers OPTIMISATION Retail Entertainment Powered by Where Quantium consumers commute Food / Produce Fly Travel 10m customers Liquor More relevant audience Where Locate consumers live Observed not inferred Communication Holistic reach measurement

INTRODUCING Q-SEGMENTS (BUYERGRAPHICS) Lifestage or behaviour Transaction/Purchase all buyers or top buyers within a category

CASE STUDY 1 NON DAIRY ICE CREAM BRAND DEMOGRAPHIC VS BUYERGRAPHIC NON DAIRY MILK P18 – 49 POTENTIALS PURCHASES 6.7M 11.1M IN AUSTRALIA 4.3M CROSSOVER IN AUSTRALIA 6.85M ( 62%) 2.4M ADDITIONAL WASTAGE OPPRTUNITY

CASE STUDY 1 NON DAIRY ICE CREAM BRAND HOW WE WERE ABLE TO DELIVER MORE BUYERGRAPHIC AUDIENCE FOR A NON DAIRY PRODUCT. oOh! RETAIL - NON DAIRY MILK BUYERS % REACH 41% 51% 59% 79% QSEGMENT POTENTIAL 6.71M WITH THIS EXAMPLE, PLANNING WITH oOh! POWERED BY QUANTIUM WILL REACH AN 5.28M oOh! POTENTIAL INCREMENTAL 25% OF YOUR AUDIENCE AT THE SAME COST. +44% +25% OPTIMISED $200K CURRENT $200K 2.76M 3.448M FUTURE $300K 3.966M CURRENT $200K 2.76M

CASE STUDY 2 NORTH GEELONG PRINCES HIGHWAY PANEL WE CAN START FROM THE SITE LOCATION & PROFILE THE BUYING AUDIENCES THAT OVER INDEX AGAINST IT

CASE STUDY 2 NORTH GEELONG PRINCES HIGHWAY PANEL Quantium helps us dispel myths - Customers who view the North Geelong Princes Hwy panel are younger and more affluent compared to the postcode residents POSTCODE RESIDENTS EXPOSED AUDIENCE Age Age Affluence Income Income Affluence 15 - 24 1.2x 15 - 24 1.2x < 25k 1.6x < 25k 1.0x Very Low 1.9x Very Low 0.5x 25 - 34 0.9x 25 - 34 1.1x 25k-50k 1.6x 25k-50k 1.0x Low 1.1x Low 0.9x 35 - 44 0.9x 35 - 44 1.1x 50k-75k 0.9x 50k-75k 1.0x Medium 0.5x Medium 1.2x 45 - 54 1.0x 45 - 54 CATEGORY PREFERENCES 1.0x 75k-100k 0.6x 75k-100k 1.0x High 0.2x High 1.5x 55 - 64 1.0x 55 - 64 0.9x 100k-150k 0.0x 100k-150k 1.0x Very High 0.0x Very High 1.8x 65+ 1.1x 65+ 0.7x 150k+ 0.0x 150k+ 1.0x

CASE STUDY 2 NORTH GEELONG PRINCES HIGHWAY PANEL Customers who view the North Geelong Princes Hwy panel are younger and more affluent compared to the postcode residents POSTCODE RESIDENTS EXPOSED AUDIENCE Exposed audience based on a random 4 week period during September 2016.

TELCO DATA 1.6M CHINESE CHINA IS NOW CHINESE VISITORS THEY ARE THE TRAVELLERS VISITED AUSTRALIA’S LARGEST INJECTED $11.7 LARGEST SPENDERS AUSTRALIA YE SEP INBOUND VISITOR BILLION IN THE OVER $8K PER VISIT 2017. MARKET. AUSTRALIAN ON AVERAGE. +13% GROWTH YOY. ECONOMY LAST TOP 10% SPEND $3K YEAR. PER DAY. Source: Tourism Australia, YE September 2017

CHINESE TRAVELLERS TO AUSTRALIA Reaching the biggest spending visitors beyond the airport. Source: Tourism Australia, YE September 2017

KEY CATEGORIES FOR THE CHINESE TRAVELLER AUDIENCE

TELCO DATA – NSW / VIC 3 10 10 AIRPORTS SHOPPING CENTRES SPECIFIC BILLBOARD CONTACTS 640,000 vs 260,000 Airports

CLIENT DATA FOOD PACKAGE LUNCH BOX DELIVERY BEER FILLER FMCG SERVICES 4PM – 6PM 85% SALES RAIN TRADESMEN MON/TUES

CLIENT DATA

REFINING ONE TO MANY IN A BETTER WAY IS OUR STRENGTH

DON’T LET OUR STRENGTHS GET LOST IN AN IMPRESSION ONLY STORY.

THANK YOU