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.

Mosman Bridge site 555 Military Road ON-0119E Mosman M4 Bridge site M4 Motorway Greystanes 2145-06-O Greystanes

Source: MOVE AMS April 2018

TWO BILLBOARDS IN SYDNEY, TWO DIFFERENT STORIES

28 DAY CONTACTS

14 + 1,444,100

28 DAY CONTACTS

14 + 1,232,200

M4 Bridge site M4 Motorway Greystanes 2145-06-O Greystanes

Source: MOVE AMS April 2018

M4 WRITES 20% OF THE REVENUE OF MILITARY ROAD

TWO BILLBOARDS IN SYDNEY, TWO DIFFERENT STORIES

28 DAY CONTACTS

14 + 1,444,100

Source: *MOVE AMS April 2018 **Source: oOh! Powered by Quantium, Premium car brand preferences Q segment, Audience Uplift by location, 2018

CLIENTS DRIVE PAST IT

Local private schools have

• ver 50% Children Attend of

Sydney’s CEOs

SCARCITY

MILITARY ROAD 6 sites M4 25 sites

AUDIENCE DESIRABILITY

M4 355,800 og1s 25% of total audience* 9% more likely to have premium car brand preferences** MILITARY ROAD 563,900 og1s 46% of total audience* 58% more likely to have premium car brand preferences**

DATA THAT WILL HELP

CLIENT DATA BUYER REACH TELCO

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 Claimed behaviour Psychographic based 56 personas Sample: 50,000+

• Less than 1 person

per SA1

• 3 people per suburb
• 16 people per

postcode

55,000

SA1’S

16,000

SUBURBS

3,313

POSTCODES Quantium Real behaviour Transaction based 360+ Qsegments Sample: 11 million+

• 200 people per SA1
• 733 per suburb
• 3,320 people per

postcode

Formats

Road Retail Fly Locate

Where consumers live Where consumers commute Where consumers spend

WHAT PANELS CUSTOMERS VIEW

More relevant audience Observed not inferred Holistic reach measurement

OPTIMISATION

Powered by Quantium

BUYERGRAPHICS LINKED TO PANELS

3m customers 10m customers QSegments

(350+ segments)

WHAT CUSTOMERS BUY

(2.5b Transactions)

Retail Automotive Food / Produce Liquor Insurance Entertainment Travel Communication

BUYER OPTIMISATION

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

P18 – 49 POTENTIALS 11.1M IN AUSTRALIA NON DAIRY MILK PURCHASES 6.7M IN AUSTRALIA 6.85M ( 62%) WASTAGE 2.4M ADDITIONAL OPPRTUNITY 4.3M CROSSOVER

CASE STUDY 1 NON DAIRY ICE CREAM BRAND

2.76M

CURRENT $200K

3.448M

OPTIMISED $200K

+25%

3.966M

FUTURE $300K

+44%

HOW WE WERE ABLE TO DELIVER MORE BUYERGRAPHIC AUDIENCE FOR A NON DAIRY PRODUCT.

WITH THIS EXAMPLE, PLANNING WITH oOh! POWERED BY QUANTIUM WILL REACH AN INCREMENTAL 25% OF YOUR AUDIENCE AT THE SAME COST.

6.71M 5.28M % REACH

41% 51% 59% 79%

QSEGMENT POTENTIAL

• Oh! POTENTIAL
• Oh! RETAIL - NON DAIRY MILK BUYERS

2.76M

CURRENT $200K

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

Age Affluence Income CATEGORY PREFERENCES

15 - 24 1.2x 25 - 34 0.9x 35 - 44 0.9x 45 - 54 1.0x 55 - 64 1.0x 65+ 1.1x < 25k 1.6x 25k-50k 1.6x 50k-75k 0.9x 75k-100k 0.6x 100k-150k 0.0x 150k+ 0.0x Very Low 1.9x Low 1.1x Medium 0.5x High 0.2x Very High 0.0x Very Low 0.5x Low 0.9x Medium 1.2x High 1.5x Very High 1.8x

Age Affluence Income

< 25k 1.0x 25k-50k 1.0x 50k-75k 1.0x 75k-100k 1.0x 100k-150k 1.0x 150k+ 1.0x 15 - 24 1.2x 25 - 34 1.1x 35 - 44 1.1x 45 - 54 1.0x 55 - 64 0.9x 65+ 0.7x

POSTCODE RESIDENTS EXPOSED AUDIENCE

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

EXPOSED AUDIENCE POSTCODE RESIDENTS

Exposed audience based on a random 4 week period during September 2016.

TELCO DATA

Source: Tourism Australia, YE September 2017

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

CHINESE TRAVELLERS TO AUSTRALIA

Source: Tourism Australia, YE September 2017

Reaching the biggest spending visitors beyond the airport.

KEY CATEGORIES FOR THE CHINESE TRAVELLER AUDIENCE

TELCO DATA – NSW / VIC 3

AIRPORTS

10

SHOPPING CENTRES

10

SPECIFIC BILLBOARD

CONTACTS

640,000 vs 260,000 Airports

CLIENT DATA

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

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