oOh!media Pulse ReportSpecial Edition

Learnings from Australia and New Zealand

Wednesday 5th August, 2020

Helping you navigate OOH media during lockdown

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Welcome to this special edition of oOh! Media’s Pulse Report. With the aim to provide our customer and clients information and insights at speed, this edition will focus on navigating out of home media during the Victorian Wave 2 lockdown.

Based on the learnings we have of Australian markets (stage 3 lockdown – March/ April 2020) and New Zealand (stage 4 lockdown – March/April 2020) we can share our learnings predictions on how these announcements will effect audience behavior during this period.

Based on transactional data from phase one we can also suggest that the forced lockdown will open upopportunities for certain advertisers and categories in the state of Victoria during this period.

Furthermore; we have recommendations for how you can plan your out of home media investment during this period.

With background, previous learnings, predictions and recommendations for your OOH campaigns, we hope that this report provides you useful information and insights for your short-term planning.

Background

What does this mean for

Victoria?

Local suburbs will become

vital to service communities

where residents live,

work, exercise & shop for essentials.

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On Sunday 2nd August – Victorian Premier Daniel Andrews announced the following restrictions in Victoria over the next 6 weeks:

• Melbourne Metro – Stage 4 lockdown

• Victoria Regional – Stage 3 lockdown

List of Essentials retail services that will continue to operate:

• Supermarkets• Grocery stores• Bottle shops• Pharmacies• Petrol stations

• Banks• News agencies• Post offices• Hairdressers

SOURCE: National Australia Bank, Government, Sources by Covid19data.com

PresenterPresentation NotesFrom Thursday morning further restrictions have been placed on both metro and regional Melbourne. In metro Melbourne we are now in stage 4 with regional Melbourne in stage 3.All retail stores are set to close for the next 6 weeks in metro Melbourne which will have an impact on audience volumes across our medium and large centres outside of the LIFE precinct. The essentials will remain in full operation and include:supermarketsgrocery storesbottle shopspharmaciespetrol stationsbanksnews agenciespost officesThese will remain open across ALL shopping centres including large centres will continue to function as communities local essential centres.Further to this, there have been limits put on our movement across metro Melbourne with the 5km rule introduced. This means that our local suburbs will become extremely vital to service local communities where residents live, work, exercise and shop for the essentials.

As of 6pm, Sunday 2nd of August the Melbourne Metropolitan area has been operating at Stage 4 Restrictions due to a second wave of Covid-19 outbreak. Similarly, Regional Victoria has been operating at Stage 3 restrictions in an attempt tocurb the growing cases throughout the state.

As a result, Victorian citizens are only allowed to leave their homes for the following reasons…

While Stage 4 restriction mandate that Metropolitan Melbournians remain within a 5km radius to their homes and must adhere to the above curfew times, Regional Victorians are able to travel further than 5km and do not have to abide by any curfews.

What Victorians can do (outside of staying home)

5 SOURCE: https://www.dhhs.vic.gov.au/stage-4-restrictions-covid-19#metropolitan-melbourne--stage-4-restrictions

Shop for Essential Good and Services

One member of household limited to closest centre within

5km Within 5km Radius

Curfew – 8pm to 5am

Essential workers able to travel to and from work

Exercise (Maximum 1hr/Day)

Travel for Medical Care or Compassion

Reasons

Travel for Work and Education (If

required)

https://www.dhhs.vic.gov.au/stage-4-restrictions-covid-19#metropolitan-melbourne--stage-4-restrictions

Key Melbourne Metro Restrictions (Stage 4)

6 Source: https://www.dhhs.vic.gov.au/stage-4-restrictions-covid-19#metropolitan-melbourne--stage-4-restrictions

GatheringsGatherings of people has been reduced to no visitors in private and up to 2 people maximum in public, including a member of your household.

EducationRemote-learning has been enacted state-wide excluding specialist schools or for children of permitted workers

Sporting & ExerciseAll sporting activities are closed, excluding outdoor sport. However Victorians must still adhere to the max. of 2x person rule.

Retail & ShoppingRetail centres remain open (subject to density quotient) for necessary goods and services. Hairdressers also remain open.

Travel & Movement Travel within Victoria is restricted. Travel outside Metro Melbourne allowed for essential work, education (if necessary) and care/ compassionate leave only

GatheringsGatherings of people has been reduced to no visitors in private and up to 2 people maximum in public, including a member of your household.

EducationRemote-learning has been enacted state-wide. Specialist schools remain open for all children, as done childcare and kinder.

Sporting & ExerciseAll sporting facilities are closed. Outdoor sporting is allowed for individuals and one other member of the household providing that social distance is maintained.

Retail & ShoppingRetail Centre's remain open (subject to density quotient) for necessary goods and services. Restaurants and cafes are takeaway and delivery only.

Travel & Movement Travel within regional Victoria allowed for work, education (if necessary), necessary goods and services and care/compassionate purposes only.

Key Regional Victoria Restrictions (Stage 3)

https://www.dhhs.vic.gov.au/stage-4-restrictions-covid-19#metropolitan-melbourne--stage-4-restrictions

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What does this mean for national audiences?

SourceSource: ABS, 3101.0 - Australian Demographic Statistics, as at 31st December 2019

Victoria Victoria accounts for approximately 26% of Australians Population

74%of Australia’s population is outside Victoria’s lockdown market and not currently under heavy restrictions.

Rest of Australia

Learnings

9 Source: DSpark data, Roadside and Retail locations, week ending Jul 27th 2020 vs. same week 2019

oOh! Billboard & Retail network currently delivering 398 million contacts each week!

Year on year audience volumes data shows slight deduction in recovery of national audiences to 2019 levels despite lockdown in Melbourne.

In the past week oOh! roadside and retail environments were at 77% of 2019 levels.

Phase 1 has given us the data points to understand how audience behaviour will change when an area goes into Stage 3 lockdown.

Year on Year77% of 2019 levels

PresenterPresentation NotesWhile recovery has been slowed by restrictions in Melbourne, this impacted national results by just �-2% WoW nationally as other markets continue recovery. In markets outside of Victoria, audience recovery hit 87% of 2019 levels.

10 Source: Dspark data, Roadside and Retail locations, week ending Jul 27th 2020 vs. same week 2019

Level 3 Restrictions had similar impact on Melbourne metro audience movement.

First three weeks of Phase 1&2 level 3 had similar impact on overall audience contacts

Melbourne Metro - YOY45% of 2019 levels

Victoria Regional - YOY77% of 2019 levels

By applying level 3 learnings to the next 6 weeks in Regional Victoria to predict these audiences will average 60% YOY over the next 6 weeks

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New Zealand’s Level 4 lockdown gives us the learnings to apply to Melbourne Metro

Landmarks IDWeekly Unique Reach. Shown WC 29/06 – 5/07

Weekly Unique Reach is defined as: Deduplicated unique audience moving past oOh! assets

across New Zealand, each week

NZ COVID-19 updatepowered by

Level 3 Level 2 Level 1Level 4Level 2/3

89%36% 39% 52%86%National reach

-100.00%

-90.00%

-80.00%

-70.00%

-60.00%

-50.00%

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

Auckland CBD Change Auckland Suburb Change Wellington CBD Change Wellington Suburb Change National Change

Source: NZ Landmarks ID, w/c 29/6 – 5/7

Learnings from New Zealand market suggest Melbourne metro Roadside and Retail traffic will be effected by approx. 80% during Stage 4 lockdowns

12 Source: Dspark data, Roadside and Retail locations, week ending Jul 27th 2020 vs. same week 2019

However, audience impact is limited to Victoria as the remainder of country returns to pre-Covid levels

Although Victorian audiences have been impacted by the second wave, all other markets continue to recover and return to Pre-Covid levels. Recent movement data suggests that the national market is balancing post school holidays.

National Market (Excluding Victoria)Victorian Market

13 Source: Dspark data, Roadside and Retail locations, week ending Jul 27th 2020 vs. week ending Feb 3rd 2019

And when it comes to regional...

Because of less movement restrictions bouncing back quicker compared to metro.

Regional Retail Across the remainder of the country Regional Retail audiences have reached 96% of pre-Covidlevels and visited all centre types (Local, Medium and Large).

Regional Roadside hit 89% of 2019 levels

MetroAudience

Levels

Regional Audience

Levels

Predictions

15 Source: oOh! Datascience - Dspark data, Roadside and Retail locations, week ending Jul 27th 2020 vs. same week 2019

Using learnings from Australia and New Zealand; oOh! DataScience forecast that over the next six weeks due to the Victorian lockdown and movement restrictions, that we will still be able to reach an average of +350 Million contacts nationally across our Billboards and Shopping Centre Networks alone.

This does include other oOh formats like Street Furniture.

We are very confident that with our whole portfolio that we can deliver scalable broadcast national campaigns for advertisers throughout the next 6 weeks.

National Audience Forecast

Our six-week forecast

PresenterPresentation Notes** This forecast is based on no-additional locksdowns being enforced around Australia.

16Source: (1) NHS, Coronavirus lockdown: we need nature now more than ever before, 2020. https://nhsforest.org/coronavirus-lockdown-we-need-nature-now-more-ever Thompson Coon, J., Boddy, K., Stein, K., Whear, R., Barton, J., & Depledge, M. H. (2011). Does Participating in Physical Activity in Outdoor Natural Environments Have a Greater Effect on Physical and Mental Wellbeing than Physical Activity Indoors? A Systematic Review. Environmental Science & Technology, 45(5), 1761–1772. https://doi.org/10.1021/es102947t. Source: (2) Yahoo UK, Children will miss the outdoors when lockdown ends, research suggests, 8th June 2020

These daily local/ suburban trips will be the most treasured moments of their day.

The commute will give essential worker time to have some ‘Me time’ and unwind.

Victorians Will Treasure Their Limited Time Outdoors

The UK’s National Health Service cited research showing that exercisingoutdoors is more beneficial to us than physical activity indoors (1), whichis of increased importance during extended periods of lockdown suchas that experienced by Victorians at the moment.

Further to this, 3GEM Research and Insights UK, surveyed 500 childrenand 1,500 parents and found that being outside has had a positiveimpact on many families during lockdown with…

o Almost 60% of the parents surveyed said their children “have takenmore interest in nature” since the lockdown began, with manyclaiming spending time outdoors connecting with the environmenthad been one of the highlights of the period (2)

o Getting outside has also given many families a mental health boost,with approximately 80% of parents believing that being outside withtheir children had “lifted their spirits” while being at home (2)

Shop for Essential Good and Services Exercise

Travel for Medical Care or Compassion

Reasons

Travel for Work and Education (If

required)

https://nhsforest.org/coronavirus-lockdown-we-need-nature-now-more-everhttps://doi.org/10.1021/es102947t

Recommendations

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Impact ConvertPrime

Out of home can still deliver effective national broadcast reach during this period in all markets

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Plan National Optimise 1+ Reach in all markets

OpportunityOut of Home is still very effective in all non lockdown markets

OOH Strategy –Drive 1+ Reach in unaffected markets

Tactic 1Open yourself up to National and Regional markets. What you lose in Victoria can be

achieved elsewhere

Tactic 2In Metro Markets – Optimize to

Suburban over CBD

Tactic 3Use SMART Reach to target

category buyers. Less wastage than demographics

Tactic 4Blend is best – be open to use both digital and static formats

to find more 1+ reach

In Victoria oOh! can continue reaching communities using our key suburban locations

PresenterPresentation Notes92% of metro Australians live outside of the CBD and inner suburbs, this is where mass audiences can continue to be impacted across out shopping centres, street furniture and large format billboards. No other OOH supplier has the scale to dominate in these local communities or can offer brands continued engagement with audiences.

Channel are working through some short collateral for you to use to assist with revenue protection and revenue generation over the coming 6 weeks. This piece will be data led with visual representation of our scale not only in Melbourne but nationally and proximity to the key categories of retail, SF and billboards within both classic & digital

We will aim to launch the broader piece in Broadcast WIP this afternoon.

Most of oOh! assets are located in suburban areas across the country, reaching people in their local communities.

oOh! Provides 500m proximity to supermarkets, liquor stores and pharmacies nationally.

Be visible across key services in local communities

Point of Interest # of Street

Classic Panels

# of Street Digital

Screens

# of Retail Centres

with Static

# of Retail Centres

with Digital

# of Large Format Classic

# of Large

Format Digital

Supermarkets 4,484 280 410 312 228 44

Pharmacies/ Chemists

3,264 227 419 310 218 49

Liquor Stores 4,449 284 396 287 366 74

Melbourne Example

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Plan Victoria Think Local, Think Suburbs + Essential Work Commuting

OpportunityWhen Victorians are outside, they will be in the

best frame of mind for you to engage

Consumer BehaviorShopping for necessary goods

and services

Consumer BehaviorExercising Locally

OOH Strategy –Think Local, Think Suburbs

FormatSuburban Street

Furniture

FormatSuburban Digital

Billboards

FormatDigital Retail (Supermarket

Precincts)

OpportunityEssential workers will be primary users of public transport

Consumer BehaviorEssential Back To Work Commuting

OOH Strategy –Target Essential Workers and Commuting Audiences

FormatDigital Rail

FormatStreet Furniture

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Nationally, oOh! has the ability to reach mass audiences and deliver on the objectives you require for your OOH media campaign.

In Victoria, local suburbs will become vital to service communities where residents live, work, exercise & shop for essentials.

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Utilsing the power of our Billboard, Street and Retail assets oOh! can still make your brand Powerfully Unmissable.

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Whilst we endeavor to share as much as we can with our valued partners, due to commercial agreements the insights provided by Dsparkwithin this Pulse report are not available for use by competitors to Dspark.

We thank you for your understanding as we abide by our contractual agreements

For Dspark, “Competitor” means each of the entities below and their Related Bodies Corporate:(a) Telstra Corporation Limited, only where the Customer Group is providing

services directly to Telstra Corporation Limited or its Related Bodies Corporate (services provided by a media agency or other intermediaries to Telstra Corporation Limited or its Related Bodies Corporate shall not be deemed to be in breach of clause 2.3);

(b) Google LLC;(c) Here Global B.V.;(d) TomTom International BV;(e) Any person or entity (other than Dspark or its Related Bodies Corporate) which is in the business of providing geospatial insights from telecommunications, GPS, WiFi and other similar data that informs movement to the public, in the Territory, using the retail brand names used or owned by any of the persons or entities listed above in (a) to (d), or the Related Bodies Corporate of any such person or entity; and(f) Any person or entity (other than Dspark or its Related Bodies Corporate) which is in the business of providing geospatial insights from telecommunications, GPS, WiFiand other similar data that informs movement to the public, in the Territory

Dsparkdata usage disclaimer

Slide Number 1IntroductionBackgroundCurrent State Of PlayWhat Victorians can do (outside of staying home)Key Melbourne Metro Restrictions (Stage 4)What does this mean for national audiences?LearningsoOh! Billboard & Retail network currently �delivering 398 million contacts each week!Level 3 Restrictions had similar impact on Melbourne �metro audience movement.New Zealand’s Level 4 lockdown gives us �the learnings to apply to Melbourne MetroHowever, audience impact is limited to Victoria as �the remainder of country returns to pre-Covid levelsAnd when it comes to regional...PredictionsNational Audience ForecastVictorians Will Treasure Their Limited Time OutdoorsRecommendationsSlide Number 18Out of home can still deliver effective national broadcast reach during this period in all marketsPlan National �Optimise 1+ Reach in all markets��In Victoria oOh! can continue reaching communities using our key suburban locations Be visible across key services in local communitiesPlan Victoria �Think Local, Think Suburbs + Essential Work CommutingSlide Number 24Slide Number 25Dspark�data usage disclaimer