OUT-OF-HOME ADVERTISING STUDY NIELSEN ON LOCATION REPORT 2019 EDITION Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsen OUT nielsen nielsenOUT - OF - OF - HOME ADVERTISING STUDY 2019 edition - HOME ADVERTISING HOME STUDY 2019 edition of of America’s on also examinesthe shopping andpurchase decisions furniture,transit andplace home advertisingincludingbillboards, street America’s travelexposureand its habits to out reportThis provides adetailedexamination of 2019edition Study Welcome to the - the Nielsen Nielsen Out . - go consumers. - INTRODUCTION based ads. ads. Thebased study - of - Home Advertising - of - Appendices Commute ThoughtsDuring In Shopping AdsTakenActionsSeeing AfterOOH withEngagement OOH Place StreetAdvertisingLevel theOn Move Advertising Transportation Advertising Categories AdvertisingOOH Awareness AdvertisingOOH Pedestrians Traveled Miles SpentTravelingTime of ModesTransportation Data Collection Highlights - Based Advertising - personOnlineand TABLE TABLE OF CONTENTS 33 32 29 24 22 19 18 17 16 15 14 13 11 10 7 6 4 3 - 9 - - - - - 51 31 27 23 20 2 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsen OUT nielsen nielsenOUT - OF - OF - HOME ADVERTISING STUDY 2019 edition - HOME ADVERTISING HOME STUDY 2019 edition population. younger and have higherincomes than the general Out of Home ad viewers are more likely to be both AUDIENCE information. year, after seeing a OOH advertisement in the past 66% of smartphone users took some type of action INTERACTION week. heaviest travelers, Mega the road each week and cover over miles. 159 The stands to reason since travelers average hours 25+ on Roadside billboards are the most noticed ads, and that QUALITY TIME 80% notice ads in the past week. form of out 90% of U.S. residents age or older 16 noticed some REACH and over over in10 4 used online search to look up - of - home advertising - Milers average 465 miles per in the past month, HIGHLIGHTS 74% 74% of those visitors made a purchase. viewers visited immediately after seeing the ad, and 39% noticed a directional OOH ad,of 20% OOH IN the past month. recall seeing various types Travelers age 16 to and 24 to 18 34 are more likely to YOUNG PEOPLE advertising in the past month. digital bulletin or poster, and noticed 78% a transit 81% of travelers have noticed a roadside bulletin, People encounter OOH ads in a wide range of places. VARIETY they noticed one. look at the ad each time or almost each time advertising message at least some of the time; in 4 10 83% of billboard viewers make a point to look at the ENGAGEMENT - STORE of of out - of - home media in 3 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT DATA COLLECTION DOWNTOWN AREA DOWNTOWN WALKED AROUND WALKED TOWN, CITY OR CITY TOWN, - OF - HOME ADVERTISING STUDY 2019 edition ONLINE SURVEYS 999 999 COMPLETED HAVE DONE ANY OF THE FOLLOWING ACTIVITIES IN THE PAST MONTH THE IN ACTIVITIES FOLLOWING THE OF ANY HAVE DONE DRIVEN OR RIDDEN A IN DRIVEN OR RIDDEN CAR, TRUCK OR OTHER OR OTHER CAR,TRUCK PRIVATE VEHICLE NATIONAL SAMPLE PUBLIC OR A IN BUS PUBLIC PASSENGER ON A ON PASSENGER RIDDEN RIDDEN AS A TAXI PEOPLE AGE 16 OR OLDER COMMUTER RAIL COMMUTEROR PASSENGER ON A ON PASSENGER RIDDEN RIDDEN AS A SUBWAY in the past month. past the in taxi,commuterrailsubway, or bus, public a on passenger a as ridden privateother or truck vehicle, car,traveleda having foot, in on werefor screened Respondents 2019. 5, April and March27 between older, or age16 U.S. residents of sample national a with surveys online 999 conducted Nielsen 4 TRAVEL PATTERNS Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT AMERICA ON THE MOVETHE ON AMERICA “In the last month, haveyouany ofthedoneactivities?” following BASE: ALL RESPONDENTS AGE 16 OR OLDER | n = 999 - OF DRIVEN OR RIDDEN A IN DRIVEN OR RIDDEN - CAR, TRUCK OR OTHER OR OTHER CAR,TRUCK HOME ADVERTISING STUDY 2019 edition PRIVATE VEHICLE 87% a TRANSPORTATIONPAST THE USED IN MONTH PUBLIC BUS, TAXI OR BUS, PUBLIC ON PASSENGER ON A ON PASSENGER RIDDEN RIDDEN AS A 30% - DEMAND CAR DEMAND SERVICE SERVICE COMMUTER RAIL COMMUTEROR PASSENGER ON A ON PASSENGER RIDDEN RIDDEN AS A 14% SUBWAY city,downtownarea. or other havewalked town,(60%) a in 10 in 6 commuterrailsubway. or a have14% ridden and month,past on and taxis , transitincluding public have used surveyed those of 30% month.past the in cartruck or as traveledprivate a such vehicle in have (87%) surveyed older or 16 ageU.S. residents 10 of out 9 Nearly - demand car services in the the in services car demand 6 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT TIME SPENT TRAVELING SPENT TIME WEEKDAYS “How much timein hoursandminutes do youspendcombined,either driving or riding as a passenger inanyona vehicle, typic BASE: PEOPLE AGE 16 OR OLDER WHO HAVE DRIVEN OR RIDDEN IN A PRIVATE VEHICLE OR RIDDEN A BUS, TAXI, COMMUTER RAIL OR SUBWAY IN - OF - HOME ADVERTISING STUDY 2019 edition 17% 14% 6% 8% MON 15% - FRI 20% 8% 5% 8% 6 HRor more 5 HRto less than 6 HR 4 HRto less than 5 HR 3 HRto less than 4 HR 2 HRto less than 3 HR 1.5 HR to less than 2 HR 1 HRto less than 1.5 HR 30 MIN to less than 60 MIN Less than 30 MIN al WEEKDAY WEEKDAY weekday. roadeach the moreon or hours travelersthese 6 of 20% spend Friday.through averageweekday an or moreon for hoursvehicle 2 travel a (56%) surveyed in older or age16 U.S. residentsof Over half – that is, Mondaythrough Friday?” TH E E PAST 30 DAYS | N = 974 – Monday 7 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT 15% TIME SPENT TRAVELING SPENT TIME WEEKENDS “How much timein hoursandminutes do youspendcombined,either driving or riding as a passenger inanyona vehicle, typic BASE: PEOPLE AGE 16 OR OLDER WHO HAVE DRIVEN OR RIDDEN IN A PRIVATE VEHICLE OR RIDDEN A BUS, TAXI, COMMUTER RAIL OR SUBWAY I - 19% OF - HOME ADVERTISING STUDY 2019 edition SATURDAY 29% 10% 7% 20% 4 HRor more 3 HRto less than 4 HR 2 HRto less than 3 HR 1 HRto less than 2 HR 30 MIN to less than 60 MIN Less than 30 MIN 19% 26% SUNDAY 7% 28% 14% 5% al {SATURDAY} {SUNDAY}?” vehicle. a morein hours or 2 spending travelersof (26%) quarter a with lightesthavetrafficSundays the Saturday. average an on road the moreon or hours2 spend (37%) surveyed those overthirdof a times, weekendshave travelWhile shorter N T HE HE PAST 30 DAYS | N = 974 8 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT MEAN TIME SPENT TRAVELING SPENTMEANTIME WEEK PER throughFriday}, {SATURDAY}, {SUNDAY}?” “How much timein hoursandminutes do youspendcombined,either driving or riding as a passenger inanyona vehicle, typic BASE: PEOPLE AGE 16 OR OLDER WHO HAVE DRIVEN OR RIDDEN IN A PRIVATE VEHICLE OR RIDDEN A BUS, TAXI, COMMUTER RAIL OR SUBWAY IN - OF 24 24 MINS MON 4 - HOME ADVERTISING STUDY 2019 edition HRS 24 24 MINS TUES 4 HRS TIME SPENT DRIVING OR RIDING IN A VEHICLE DRIVING IN RIDING A SPENT ORTIME 22HOURS MON 24 24 MINS WED 4 25 HRS - FRI HOURS 18MINUTES MON 24 24 MINS THUR 4 HRS - SUN 24 24 MINS 4 FRI HRS 54 54 MINS 3 HRS 18MINS 1 HR 1 SAT SAT - SUN 24 MINS 24 SUN 1 HR 1 al WEEKDAY WEEKDAY {WEEKDAY, that is Monday road. the on spent time of half a and hour an under just weekwith the of lightesttraveling the is daySunday day. per minutes 24 average and hours4 of weekdays On travel people an vehicle. a in riding or hoursdriving travelersaverage an 22 of spend average an During U.S.week, TH E E PAST 30 DAYS | N = 974 9 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT DISTANCETRAVELED WEEK PER “Thinkingabouta typical week BASE: PEOPLE AGE 16 OR OLDER WHO HAVE DRIVEN OR RIDDEN IN A PRIVATE VEHICLE OR RIDDEN A BUS, TAXI, COMMUTER RAIL OR SUBWAY I - OF - HOME ADVERTISING STUDY 2019 edition 14% 22% AVERAGEDISTANCE TRAVELED WEEK PER 21% - approximately howapproximately manyMILES do youtravel combined, eitheras a driveror passengerin anyveh MILES TRAVELED VEHICLEANY IN 159 159 MILES 12% 19% 11% 300 Miles or more 200 Miles to less than 300 miles 100 Miles to less than 200 miles 50 Miles to less than 100 miles 25 Miles to less than 50 miles Less than 25 miles icle, on aicle, typical WEEK?” travelersbymileage. breakdownsdemographicof for report this of appendix the see Please households. income upper in liveto weektend per distances travelwho Peoplelongest the miles. 159 weekis average The traveleddistance per week.travel per miles 100 over U.S. 10 travelers in Over 4 (42%) N T HE HE PAST 30 DAYS | N = 974 10 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT WALK TOWNABOUT minutes youwalkingdoin spenda town, city orarea downtown duringa typical WEEK?” BASE: WALKED IN A TOWN, CITY OR DOWNTOWN AREA IN THE PAST MONTH | n = 596 | “How much timehours in and BASE: ALL RESPONDENTS | n = 999 | “In the last month, haveyou thedoneofanyactivities? following - OF WALKED AROUND A AROUND WALKED DOWNTOWN AREA DOWNTOWN - TOWN, CITY OR CITY TOWN, HOME ADVERTISING STUDY 2019 edition 60% 24% 9% MEANWALKING TIME SPENT PER WEEK 10% 20% TIME SPENT WALKING TIME SPENT 3 HOURS 38% 3 HRor more 2 HR to less than 3 HR 1 HRto less than 2 HR 30 MIN to less than HR 1 Less than 30 MIN walking is 3 hours per week. per hours3 walkingis spent averagetime of amount week.foot per morehours The or on 3 spend walk, 38% who those Among month.past the area in downtown or city town,a in around havewalked surveyed(60%) older or 16 ageU.S. 10 residents of out 6 11 OUT OF HOME ADVERTISING Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT ANY OOH MEDIA ADVERTISING OOH MEDIA ANY [sample images shown BASE: ALL RESPONDENTS | n = 999 | “Pleasewhen, indicate ifever, was the lasttime younoticed{OOH MEDIA FORMAT} advertisin - OF - HOME ADVERTISING STUDY 2019 edition OOH OOH – seeC] Appendix OOH based Video Video based Screens Place Mall or MovieShopping or Theater Airport or or Shelter Bus or Subway Rail or Mobile CommuterBillboard or or VehicleWrapped or or Taxi Cab Bus Public or LevelAdvertising Street or Billboard or Digital Billboard or Poster PAST MONTH MONTH PAST - PAST WEEK PAST based Printed Signs or Place Signs or Printed based NOTICED 90% 80% - g.” week. past the in ads OOH anynoted have 80% and month past the in format advertising home of out any havenoticed surveyed older or age16 U.S. residentsof 90% 13 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT OOH ADVERTISINGCATEGORIES Poster Digital Bulletin Roadside Bulletin BASE: BASE: ALL RESPONDENTS | n = 999 | “When was the last time younoticed {OOH MEDIA FORMAT} advertising.”images [sample shown] - 81% BILLBOARDS OF PAST PAST MONTH - NOTICED NOTICED HOME ADVERTISING STUDY 2019 edition OOH Wrapped vehicles Taxi cab Side of a public bus Rail or subway Mobile Billboards Airport 78% PAST PAST MONTH TRANSIT NOTICED NOTICED screens Place signs Place Shopping mall Movie theater PLACE 74% PAST PAST MONTH NOTICED NOTICED - - based video based printed - BASED Bus shelter advertising Anystreet level FURNITURE 50% PAST PAST MONTH STREET NOTICED NOTICED street level ads in the past month. U.S.U.S., of 50% residents noticed available marketsin all throughout the While street level advertising not is other public venues. movie theaters, and shopping malls noticed place 74% advertising in the past month. surveyedthose of 78% transitnoticed a past month. bulletin, digital bulletin poster or in the surveyed have roadsidenoticed a U.S.of residents81% older or age 16 - based based advertising in 14 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT BILLBOARDADVERTISING PAST MONTHPAST BASE: BASE: ALL RESPONDENTS | n = 999 | “When was the last time younoticed {ROADSIDE BILLBOARD} {DIGITAL BILLBOARD} advertising.” - PAST WEEK PAST OF - HOME ADVERTISING STUDY 2019 edition NOTICED NOTICED billboards in U.S.the them are of and digital 8,800 bulletins and posters. NOTE:According there the to OAAA, are approximately 345,000 BULLETIN OOH 60% 76% PAST MONTH MONTH PAST PAST WEEK PAST DIGITALBULLETIN OR POSTER OR NOTICED NOTICED OOH 38% 55% PAST MONTHPAST PAST WEEK PAST NOTICED NOTICED OOH POSTER 30% 47% [sa mple images shown] 30% noted noted 30% postera pastin the week. advertisement in the past month and surveyed posternoticed a U.S.of residents47% older or age 16 have38% pastin noticed the one week. bulletin or poster pastin the month and surveyedthose of 55% digitalnoticed a bulletin in the past week. past month and have60% noted a surveyed have bulletin noticed a in the U.S.of residents76% older or age 16 15 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT PAST MONTH MONTH PAST TRANSPORTATIONADVERTISING PAST WEEK PAST images shown BASE: ALL RESPONDENTS | n = 999 | “When was the last time younoticed {PUBLIC BUS} {TAXI CAB} {COMMUTER RAIL OR SUBWAY CAR, P - OF PUBLIC BUS PUBLIC - HOME ADVERTISING STUDY 2019 edition NOTICED NOTICED – seeC] Appendix 39% 55% PAST MONTH MONTH PAST PAST WEEK PAST TAXICAB NOTICED NOTICED 17% 31% PAST MONTH MONTH PAST PAST WEEK PAST COMMUTER RAIL OR SUBWAYOR NOTICED NOTICED 15% 8% them in the past week.past the in them have8% noticed and monthpast the transitstations subwayin trainsin or commuterrail or on advertising noticed surveyed those of 15% week.past the in noticed 17% and monthpast the taxis in on ads noticed surveyed those of 31% week. past the in ads bus have noted39% and monthpast the in buses public of side the on ads noticed surveyed older or age16 U.S. residentsof 55% LAT FORM, OR STATION} advertising.”[sample 16 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT ADVERTISINGMOVETHE ON BASE: BASE: ALL RESPONDENTS | n = 999 | “When was the last time younoticed {WRAPPED VEHICLE} {} advertising.”[sam - OF - HOME ADVERTISING STUDY 2019 edition PAST MONTH MONTH PAST PAST WEEK PAST WRAPPED VEHICLE WRAPPED OOH NOTICED NOTICED 44% 64% PAST MONTH MONTH PAST PAST WEEK PAST MOBILE BILLBOARDMOBILE NOTICED NOTICED OOH 14% 27% ple past week.past the in one have noticed 14% and monthpast the in billboard mobile a noticed surveyed those of 27% week.past the in one havenoticed 44% and month past the in advertisement vehicle wrappeda surveyednoticed older or age16 U.S. residentsof 64% images shown – see Appendix C] seeAppendix 17 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT STREET LEVELADVERTISING BASE: BASE: ALL RESPONDENTS | n = 999 | “When was the last time younoticed {POSTER} {BUS SHELTER} {STREET LEVEL} advertising.”[sa - OF - HOME ADVERTISING STUDY 2019 edition PAST MONTH MONTH PAST PAST WEEK PAST BUSSHELTER NOTICED NOTICED 25% 39% PAST MONTH MONTH PAST PAST WEEK PAST STREETKIOSKS NOTICED NOTICED 22% 37% mpl e images shown past week.past the in one have noticed 22% and monthpast the streetin kioskslevel a noticed surveyed those of 37% week.past the in one have noticed 25% and monthpast the in advertisement shelter bus a surveyednoticed older or age16 U.S. residentsof 39% – seeC] Appendix 18 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT PAST MONTHPAST PLACE PAST WEEK PAST BASE: BASE: ALL RESPONDENTS | n = 999 | “When was the last time younoticed {SHOPPING MALL} {AIRPORT} {MOVIE THEATER} advertising.” SHOPPING MALL SHOPPING - OF - HOME ADVERTISING STUDY 2019 edition NOTICED NOTICED 19% 41% - BASED ADVERTISINGBASED PAST MONTH MONTH PAST PAST WEEK PAST MOVIE THEATER NOTICED NOTICED 15% 31% PAST MONTH MONTH PAST PAST WEEK PAST NOTICED NOTICED AIRPORT 16% 7% [s the past week.past the in it have 7% noticed and month past the in airport an in advertising noticed surveyed those of 16% week.past the theaterin movie a in ad an saw 15% and monthpast the in theater movie a in ad an seeing recalled surveyed those of 31% week. past the in ads mall noted 19% and monthpast the in malls shopping in advertising noticed surveyed older or age16 U.S. residentsof 41% ample images shown – see Appendix C] seeAppendix 19 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT MORE PLACEMORE advertising.”images [sample shown[sampleimages shown clubsorbuildings}{VIDEO office SCREENS AT PLACES of businesssuchas healthelevators, andbuildings clubs,office gas st BASE: ALL RESPONDENTS | n = 999 | “When was the last time younoticed {PRINTED SIGNS IN PLACES such as retailstores, bars/re - OF - HOME ADVERTISING STUDY 2019 edition PAST MONTHPAST PAST WEEK PAST IN VARIOUS VENUES PRINTED SIGNS PRINTED NOTICED NOTICED OOH 33% 57% - BASED ADVERTISINGBASED – see Appendix C] seeAppendix PAST MONTH MONTH PAST PAST WEEK PAST IN VARIOUS VENUES VIDEO SCREENS NOTICED NOTICED 26% 45% ati ons, bars/restaurantsons, or other retaillocations} sta urants, gas gas urants,stations, sports arenas,health in the past week. past the in one havenoticed 26% and month past the in venues in advertising with screens video seeing surveyedrecalled those of 45% week. past the in ads these noted 33% and monthpast the stations in gas and retailclubs stores, health as such venues in advertising printed noticed surveyed older or age16 U.S. residentsof 57% 20 ENGAGEMENT WITH OUT OF HOME Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT ENGAGEMENT WITH OOH MEDIA WITH OOH ENGAGEMENT BASE: BASE: NOTICE ANY OOH FORMAT IN PAST 30 DAYS | n = 896 | “How oftenyoudo at look advertising messages eachin theof followi - WITH ADVERTISING OF - HOME ADVERTISING STUDY 2019 edition ENGAGED ENGAGED LOOKAT MESSAGE AD OOH 15% 15% 41% 25% 3% Never 3% 1% Not Not Sure 1% Almostnever of the SOME time time MOSTthe of the of ALL time ENGAGED ENGAGED HIGHLY ng ng categories?” most of the time. the of most or all either messages at the look and ads the engagedwith highly viewers aremedia OOH of 40% messaging. the engagedwith monthpast the in advertising OOH of type specific a noticed who average, On people of 81% 22 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT ENGAGEMENT BYENGAGEMENT CATEGORY OOH BASE: BASE: NOTICE {OOH MEDIA FORMATS} IN PAST 30 DAYS | “How dooften youlook at advertising messages eachtheofin followingca - OF - HOME ADVERTISING STUDY 2019 edition Poster DigitalBulletin RoadsideBulletin BILLBOARDS 42% 27% 16% 85% SOMEof the time screens Place signsprinted Place mall Shopping theaterMovie PLACE-BASED 38% 26% 18% 82% - - based video based MOST ofthetime TRANSIT Wrappedvehicles Taxi cab of a Sidebuspublic Rail or subway Billboards Mobile Airport 42% 24% 14% 80% ALL the time STREET FURNITURE Bus shelter advertising streetAnylevel 75% 43% 20% 12% teg ories?” either all or most of the time. the of or most all either messages ad the at looking 44% engagedviewers with highly most Place time. the of some or most all, either messages advertising the at posterviewers or looking bulletin categoryengagingof 85% with mostwas the advertising Billboard - based advertising had the the had advertising based 23 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT “In the past year, haveyoudoneany oftheactivities followingafterseeinga or billboard other out ofhomeadvertisement? BASE: NOTICED ANY OUT OF HOME ADVERTISING IN THE PAST 30 DAYS| n = 866 - OF - HOME ADVERTISING STUDY 2019 edition ACTIONS TAKEN AFTER SEEING OOH ADS Tuned toradio a station Watched televisiona program phone Called a number performance or other public event advertised Attended sporting a event, festival, concert, Visited storea or other business advertised Visited restauranta advertised Watched movie theaterin a the LIVE ACTION TUNE - IN 14% 26% 14% 19% 25% 28% 8% ” radiostation. toa program have14% tuned and viewersOOH watchto of TV a prompted 26% also has media OOH ad. OOH an afterseeing number phone a called 8% and event public attendeda have 14% advertisement; OOH an seeing after business store other or viewers a haveOOH visited of 19% advertisement.OOH restaurant a an visited seeing after theater,have 25% another and a in have watchedmovie (28%) a viewers OOH of quarter Over a 24 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT “In the past year, haveyoudoneany oftheactivities followingafterseeinga or billboard other out ofhomeadvertisement? BASE: NOTICED ANY OUT OF HOME ADVERTISING IN THE PAST 30 DAYS| n = 866 - OF - HOME ADVERTISING STUDY 2019 edition MORE ACTIONS TAKEN SEEING AFTER ADS Visited Visited an advertiser's website up toinformation look about the advertiser an online searchUsed Google) engine as (such media networksocial Posted about ad or the product blog or a on brand othersto Recommended the advertised product or Facebook) Visited an advertiser's media pagesocial (e.g. Talked about the product ad or with others WORDMOUTH OF ONLINE ONLINE ACTIVITY 23% 33% 15% 23% 5% 8% ” the past year.past the websitein advertisedhave an visited (23%) quarter a nearly and online brand advertised for searchedthe have viewers (33%) OOH of third One year.past the in ad OOH an in seen product or ad the about have5% posted brandand the haverecommended 8% page, media social advertiser’s viewers an haveOOH visited of 15% year.past the in message OOH on othersseeing after with product or ad havetalked an about viewers (23%) OOH 4 in 1 Nearly 25 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT theactivities followingyouron smartphone or mobile deviceafter seeing a orbillboard other out BASE: OOH MEDIA VIEWERS WHO OWN A SMARTPHONE WITH INTERNET ACCESS | n = 786 | “In thepast year, haveyou doneofany - OF - HOME ADVERTISING STUDY 2019 edition ACTIONS TAKENON ASMARTPHONE ANY ANY OF ABOVETHE ACTIONS codeor sending SMS text. a by either swiping an NFC sensor,scanning a QR Interacted with an out upload photo a or vote Interacted with an ad tomessage, a send Snapped photo a an of ad Downloaded used or an in app shown ad the Visited an advertiser's website coupon a or discount code Accessed information about the advertiser up to online look search Used Google) as (such MOBILE INTERACTIONMOBILE - of - home advertisement 66% 20% 13% 18% 21% 32% 33% 42% - of - home advertisement?”home OOHad. uploaded a photo or voted after seeing an 18% have snapped a photo ofan ad, 13% or textSMS technology to interact with an ad, 20% ofsmartphone users have used NFC, QR downloaded an app after seeing an OOH ad. visited the advertiser’s website and 21% have accesseda coupon or discount, 32% have One third (33%) of smartphone users have advertiser on their mobile device. smartphone have searched for an OOH Over 4 in 10 OOH viewers (42%) who own a smartphone in response to seeing an OOHad. Two - thirds of OOH viewers (66%) used their 26 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT DRIVING IN DRIVING out “You thatindicated you haveimmediately visiteda store, businessor restaurantbecauseyouspecificallysaw an BASE: RESPONDENTS WHO VISITED STORE A AFTER WATCHING OUT saw theirout “Have youever immediately(within30 minutes) visiteda store, businessor restaurant becauseyouspecifically restaurantlocation?” “Have youever noticedan out BASE: NOTICED ANY OUT OF HOME ADVERTISING IN THE PAST 30 DAYS| n = 866 - OF - of - HOME ADVERTISING STUDY 2019 edition - home ad. Thehome last time that youdidthis, didyoumake a purchaseat that store, businessor restaurant?” HAVENOTICED DIRECTIONAL 39% OOH ADS OOH - of - home ad?” home - of - home advertisementhome that gave youdirections to a specific store, business or - STORETRAFFIC IMMEDIATELY VISITED A BUSINESS SEEN ADVERTISED 20% - OF - HOME AD | n = 187 PURCHASE 74% MADE A MADE those visitors made a purchase. a visitors made those of 74% ad; OOH directional a seeing afterimmediately business viewers a haveOOH visited of 20% location. or restaurantstore, business specific toa providingdirections advertisement an havenoticed viewersOOH 10 (39%) in 4 Nearly 27 CONSUMER PATTERNS Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT 100% IN 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% “How oftendo youSHOP IN STORES OR OTHER BUSINESSES during TIMES various OF DAY in the courseofa typical week?” BASE: RESPONDENTS WHO WORK OUTSIDE OF THEIR HOME AT LEAST SOME DAYS| n = 504 - OF - - HOME ADVERTISING STUDY 2019 edition PERSONSHOPPING BEFORE WORK BEFORE 11% 23% 34% DURING LUNCH DURING FREQUENTLY 35% 43% 8% SOMETIMES AFTER WORK AFTER 87% 34% 53% DAY OFF DAY 96% 60% 36% when the workdone. day is the when stores business visit or sometimes after53% work shop and frequently travelwho workto those of 34% off.day their workafter or on either shopping their do job, their travelwho people toof majority The 29 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT 100% ONLINE SHOPPINGONLINE 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% “How oftendo youSHOP ONLINE duringvarious TIMES OF DAY inthe courseofa typical week?” BASE: RESPONDENTS WHO WORK OUTSIDE OF THEIR HOME AT LEAST SOME DAYS| n = 504 - OF - HOME ADVERTISING STUDY 2019 edition HOME 45% 44% 89% FREQUENTLY WORK 13% 37% 50% SOMETIMES SOMEPLACE ELSE SOMEPLACE 46% 12% 34% DURING COMMUTE DURING 24% 17% 7% place of business. of place attheir shop sometimes 37% and workat while online shop frequently travelwho job their to those of 13% home. at shopping online their do tocommutework, who people Most 30 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT TOTAL SHOPPING “How much ofyour totalshoppingis donein BASE: RESPONDENTS WHO WORK OUTSIDE OF THEIR HOME AT LEAST SOME DAYS| n = 504 - OF - HOME ADVERTISING STUDY 2019 edition 63% - storeversusNote: online?” Estimate may andgrocery excludeshopping convenience 37% third(37%)is done online. in total (63%)shoppingis done nearlytwo work most days estimate U.S. residentswho travel to - store, while over one - thirds of their - 31 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT TOPCOMMUTE DURING MIND OF PEOPLE THINK ABOUTPEOPLETHINK “Which FIVE “WhichFIVE ofthe followingtopicsdoyou think about MOST OFTEN drivingtowhile or from work?” BASE: RESPONDENTS WHO WORK OUTSIDE OF THEIR HOME AT LEAST SOME DAYS| n = 504 - DAILY COMMUTE OF DURING THEIRDURING - TOPTHINGS HOME ADVERTISING STUDY 2019 edition Vacation What to watch stream TV on or online My health and/or Politics Your car or other auto needs Shopping for things other than food Current events/news Food shopping I need do to Plans for the weekend Plans for evening this What I’mgoing to eatlater that day Friends Finances Work Family plans medicalconditions 11% 12% 14% 15% 18% 19% 27% 31% 33% 33% 36% 43% 50% 71% 74% topics on people’son topics minds. the weekendfor out the round plans and eveningfor the plans Eating, often. most friends their of think 44% road and the on while finances their of think Half respectively. these, about thinking travelwho job to those their of 71% and 74% withtopics, popular mostworkFamilyare the and mind. their on Commutershavelot a 32 APPENDIX A TRAFFIC PROFILE + OOH VIEWERSHIP Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT APPENDIX A APPENDIX - OF - HOME ADVERTISING STUDY 2019 edition OOH MEDIA OOH BILLBOARD U.S. MEDIUM WALKER PRIVATE PUBLIC HEAVY LIGHT TOTAL screen in the past month or subway, bus shelter, airport, shopping mall, digital billboard, poster, street level advertising, public bus, taxi, wrapped vehicle, mobile Respondents who noticed any Respondents who noticed Respondents Respondents Respondents Respondents month. Respondents (87% of total respondents) Respondents respondents) in a taxi, commuter rail or subway, or walked around town, city or downtown area in the past month. U.S. residents age16 – (32% (32% of total respondents) KEY who travel over miles150 per week. who travel between 50 and 150 miles per week. who travel less than 50 miles per week. who have walked around town, city or downtown area. who have who have driven or ridden in a car, truck or other private vehicle in the past month. or older who have ridden as a passenger on a public bus or in a taxi, commuter rail or subway in the past . (90% a roadside billboard or digital billboard in the past month. of of total respondents) format ofout TRAVEL TRAVEL MILEAGE TRAVEL METHOD OOH ridden driven or ridden - VIEWER of movie theater, place - home advertising in the past month (25% (25% total of respondents) (37% (37% of total respondents) (38% (38% of total respondents) in a car, ridden - based (60% (60% of respondents) printed signor place as a passenger on a public bus or – (76% (76% of total respondents) including billboard, - roadside billboard, based commuter rail (100% (100% of total video 34 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT HOUSEHOLD INCOME INCOME HOUSEHOLD AGE SEX APPENDIX A APPENDIX - OF $25,000 to to lessthan $75,000 $25,000 - HOME ADVERTISING STUDY 2019 edition $100,000 to to $149,999 $100,000 $75,000 to to $99,999 $75,000 $150,000 or or more $150,000 Less than $25,000 than Less ( ~99% income information) samplewho of provided Female 55 45 35 25 18 16 Male 65+ ------64 54 44 34 24 17 – DEMO TOTAL 14% 14% 42% 25% 21% 16% 20% 13% 18% 11% 51% 49% U.S. 1% 9% PRIVATE 10% 15% 15% 42% 17% 22% 17% 21% 15% 16% 55% 45% 8% 1% TRAVEL METHOD (Q3) METHOD TRAVEL PUBLIC 10% 14% 14% 39% 21% 13% 12% 33% 22% 36% 64% 9% 9% 2% WALKER 11% 15% 15% 41% 17% 18% 13% 21% 13% 20% 14% 47% 53% 1% LIGHT 10% 43% 30% 21% 14% 14% 11% 20% 18% 51% 49% 7% 9% 1% TRAVEL MILEAGE MILEAGE TRAVEL(Q8) MEDIUM 11% 17% 14% 44% 13% 27% 16% 21% 14% 16% 57% 43% 7% 1% HEAVY 10% 17% 19% 41% 13% 19% 14% 21% 14% 20% 12% 42% 58% 1% BILLBOARD 15% 15% 40% 18% 19% 14% 21% 14% 20% 12% 50% 50% 9% 1% OOH VIEWER ANY 15% 14% 40% 20% 20% 14% 21% 14% 19% 12% 51% 49% 9% 1% OOH 35 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT LEVEL LEVEL OF EDUCATION COMPLETED EMPLOYMENT STATUS APPENDIX A APPENDIX Some Grad School Grad School or Grad DegreeSome A stay Not employed Not - OF Associate or Technical Degree or AssociateTechnical Some college, but no but degree college, Some - HOME ADVERTISING STUDY 2019 edition - at Not employed Not - home spouse or homeor partner spouse College Degree (BA, BS) (BA, Degree College Employed part Employed High School or or LessSchool High Employed full Employed - looking looking for work Self - not not looking - employed Retired - - time time – DEMO TOTAL 20% 24% 13% 21% 20% 20% 12% 40% U.S. 5% 7% 5% 5% PRIVATE 21% 25% 13% 22% 17% 21% 11% 40% 2% 4% 6% 7% TRAVEL METHOD (Q3) METHOD TRAVEL PUBLIC 20% 25% 11% 23% 21% 12% 49% 9% 2% 7% 2% 7% WALKER 22% 26% 13% 20% 17% 17% 13% 44% 1% 5% 4% 7% LIGHT 13% 20% 14% 25% 27% 22% 15% 28% 2% 7% 5% 6% TRAVEL MILEAGE MILEAGE TRAVEL(Q8) MEDIUM 24% 24% 14% 20% 15% 25% 10% 38% 2% 3% 6% 7% HEAVY 22% 28% 13% 17% 18% 10% 11% 59% 2% 3% 3% 8% BILLBOARD 21% 24% 12% 20% 19% 17% 12% 42% 1% 4% 5% 8% OOH VIEWER ANY 21% 24% 13% 21% 20% 19% 12% 41% 1% 4% 5% 7% OOH 36 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT MEAN MILES TRAVELED MEAN MILES TRAVELED IN ANY VEHICLE MEAN TIME SPENT WALKING MEAN TIME SPENT IN APPENDIX A APPENDIX - OF - HOME ADVERTISING STUDY 2019 edition ANY VEHICLE ANY VEHICLE (HOURS) Total Total Total Weekday Saturday (HOURS) Sunday Week Week Week – TRAVEL TOTAL 25.3 U.S. 159 2.9 1.4 1.9 4.4 PRIVATE 146 2.8 2.9 1.2 1.7 4.1 TRAVEL METHOD (Q3) METHOD TRAVEL PUBLIC 33.7 184 3.8 2.1 2.6 5.8 WALKER 27.3 160 2.9 1.4 1.9 4.8 LIGHT 18.2 3.2 1.3 1.9 19 3 TRAVEL MILEAGE MILEAGE TRAVEL(Q8) MEDIUM 24.4 2.8 1.2 1.7 4.3 87 HEAVY 36.5 465 2.8 1.9 2.1 6.5 BILLBOARD 26.4 163 2.9 1.5 1.9 4.6 OOH VIEWER OOH 25.9 156 2.9 1.5 1.9 4.5 MEDIA 37 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT OUT Commuter rail subwayCommuter or car Airport Mobile billboards Taxi Movie theater leveladvertising Any street shelter Bus mall Shopping Place Poster Side ofa public bus Digital billboard Place vehiclesWrapped Roadside APPENDIX A APPENDIX - - OF OF - - based videobased screens based - - HOME ADVERTISING STUDY 2019 edition HOME HOME MEDIA NOTICED b illboard p rinted signsrinted IN THE PAST 30 DAYS – OOH VIEWERSHIPOOH TOTAL 15% 16% 27% 31% 31% 37% 39% 41% 45% 47% 55% 55% 57% 64% 76% U.S. PRIVATE 13% 15% 25% 30% 30% 37% 37% 40% 46% 46% 55% 56% 59% 66% 77% TRAVEL METHOD (Q3) METHOD TRAVEL PUBLIC 35% 32% 41% 48% 46% 53% 60% 57% 55% 61% 72% 60% 63% 65% 81% WALKER 18% 19% 31% 37% 37% 45% 47% 50% 54% 55% 64% 61% 63% 68% 81% LIGHT 18% 12% 25% 28% 26% 34% 39% 35% 34% 43% 52% 45% 50% 57% 71% TRAVEL MILEAGE MILEAGE TRAVEL(Q8) MEDIUM 13% 18% 23% 31% 32% 38% 39% 44% 52% 48% 58% 60% 61% 67% 77% HEAVY 14% 19% 37% 35% 38% 40% 38% 46% 51% 52% 56% 64% 62% 68% 83% BILLBOARD 100% 17% 19% 33% 36% 36% 44% 46% 48% 52% 58% 65% 69% 67% 75% OOH VIEWER OOH 17% 18% 31% 35% 36% 43% 45% 47% 51% 55% 64% 64% 65% 72% 88% MEDIA 38 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT OUT Commuter rail subwayCommuter or car Airport Mobile billboards Taxi Movie theater leveladvertising Any street shelter Bus mall Shopping Place Poster Side ofa public bus Digital billboard Place vehiclesWrapped Roadside APPENDIX A APPENDIX - - OF OF - - based videobased screens based - - HOME ADVERTISING STUDY 2019 edition HOME HOME MEDIA NOTICED b illboard p rinted signsrinted IN THE PAST 30 DAYS – OOH VIEWERSHIPOOH TOTAL U.S. 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 PRIVATE 100 102 100 102 104 103 101 87 94 93 97 97 95 98 98 TRAVEL METHOD (Q3) METHOD TRAVEL PUBLIC 233 200 152 155 148 143 154 139 122 130 131 109 111 102 107 WALKER 120 119 115 119 119 122 121 122 120 117 116 111 111 106 107 INDEXED LIGHT 120 100 75 93 90 84 92 85 76 91 95 82 88 89 93 TRAVEL MILEAGE MILEAGE TRAVEL(Q8) MEDIUM 113 100 103 103 100 107 116 102 105 109 107 105 101 87 85 HEAVY 119 137 113 123 108 112 113 111 102 116 109 106 109 93 97 BILLBOARD 113 119 122 116 116 119 118 117 116 123 118 125 118 117 132 OOH VIEWER OOH 113 113 115 113 116 116 115 115 113 117 116 116 114 113 116 MEDIA 39 APPENDIX B DEMOGRAPHIC TARGETS Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT MEAN MILES TRAVELED MEAN MILES TRAVELED IN ANY VEHICLE MEAN TIME SPENT WALKING MEAN TIME MEAN TIME SPENT IN ANY VEHICLE (HOURS) APPENDIX B APPENDIX - OF - HOME ADVERTISING STUDY 2019 edition Total Total Total Weekday Saturday Sunday Week Week Week (HOURS) TOTAL 25.3 157 U.S. 2.9 1.4 1.9 4.4 – TRAVEL WHITE 22.1 130 1.1 1.5 3.9 2.6 BLACK 35.7 270 3.6 2.8 3.4 5.9 RACE/ETHNICITY HISPANIC 38.5 141 3.8 2.3 2.7 6.7 ASIAN 29.7 274 3.3 2.2 5.1 2 16 189 3.6 2.5 4.9 29 2 - 24 18 34.9 223 3.8 2.4 5.9 3 - 34 AGE DEMO 18 29.2 187 3.2 1.9 2.3 5 - 49 18:20 25 184 2.8 1.7 2.2 5.1 - 54 14:05 107 55+ 2.8 0.9 1.2 3.1 INCOME $100K+ 17:58 170 2.6 1.2 1.5 4.1 41 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Commuter rail rail subway or Commuter Airport Mobile billboards Taxi Movie theater level Any advertisingstreet shelter Bus mall Shopping Place Poster Side Digital billboard Place vehicleWrapped Roadside OUT APPENDIX B APPENDIX - - OF OF of a of a public bus - - based videobased screens based - - HOME ADVERTISING STUDY 2019 edition HOME HOME MEDIA NOTICED b illboard p rinted signsrinted IN THE PAST 30 DAYS TOTAL 15% 16% 27% 31% 31% 37% 39% 41% 45% 47% 55% 55% 57% 64% 76% U.S. – OOH VIEWERSHIP WHITE 11% 13% 21% 26% 26% 35% 33% 36% 43% 43% 51% 54% 56% 65% 75% BLACK 27% 24% 46% 46% 50% 42% 52% 56% 49% 58% 68% 54% 57% 58% 79% RACE/ETHNICITY HISPANIC 29% 27% 47% 46% 50% 44% 53% 57% 58% 55% 66% 59% 63% 67% 79% ASIAN 35% 28% 58% 58% 46% 57% 67% 57% 58% 67% 75% 68% 53% 68% 80% 16 32% 25% 57% 48% 51% 46% 65% 62% 58% 65% 66% 60% 65% 65% 81% - 24 18 31% 27% 48% 45% 49% 47% 57% 57% 54% 64% 66% 59% 61% 62% 82% - 34 AGE DEMO 18 21% 20% 37% 36% 41% 39% 46% 49% 49% 54% 62% 59% 57% 62% 80% - 49 25 17% 17% 28% 30% 36% 36% 38% 43% 46% 47% 57% 59% 55% 62% 80% - 54 12% 15% 27% 19% 35% 30% 32% 39% 41% 49% 49% 57% 66% 70% 55+ 7% INCOME $100K+ 17% 22% 27% 35% 32% 47% 45% 50% 54% 55% 61% 63% 63% 71% 83% 42 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Commuter rail rail subway or Commuter Airport Mobile billboards Taxi Movie theater level Any advertisingstreet shelter Bus mall Shopping Place Poster Side Digital billboard Place vehicleWrapped Roadside OUT APPENDIX B APPENDIX - - OF OF of a of a public bus - - based videobased screens based - - HOME ADVERTISING STUDY 2019 edition HOME HOME MEDIA NOTICED b illboard p rinted signsrinted IN THE PAST 30 DAYS TOTAL 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 U.S. – OOH VIEWERSHIP WHITE 102 73 81 78 84 84 95 85 88 96 91 93 98 98 99 BLACK 180 150 170 148 161 114 133 137 109 123 124 100 104 RACE/ETHNICITY 98 91 HISPANIC 193 169 174 148 161 119 136 139 129 117 120 107 111 105 104 ASIAN 233 175 215 187 148 154 172 139 129 143 136 124 106 105 93 INDEXED 16 213 156 211 155 165 124 167 151 129 138 120 109 114 102 107 - 24 18 207 169 178 145 158 127 146 139 120 136 120 107 107 108 97 - 34 AGE DEMO 18 140 125 137 116 132 105 118 120 109 115 113 107 100 105 97 - 49 25 113 106 104 116 105 102 100 104 107 105 97 97 97 96 97 - 54 100 103 55+ 47 75 56 87 61 95 77 78 87 87 89 89 92 INCOME $100K+ 113 138 100 113 103 127 115 122 120 117 111 115 111 111 109 43 APPENDIX C SURVEY VISUAL AIDS Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Photos providedcourtesy theof OAAA nearhighways. printedsigns displayed Roadside Billboard - OF - HOME ADVERTISING STUDY 2019 edition BILLBOARD - large streets. printedsigns thatappearon city or six eightseconds. Poster showing imagesthat change every Digitalbillboard DIGITAL BILLBOARD - electronicsigns - smaller appearon city streets. Poster - smaller printedsigns that POSTER 45 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Photos providedcourtesy theof OAAA - OF - HOME ADVERTISING STUDY 2019 edition Side of a publicbus PUBLIC BUS PUBLIC BUS SHELTERBUS Bus shelter displays suchas sidewalk kiosks or Any streetlevel advertising STREET LEVEL STREET 46 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Photos providedcourtesy theof OAAA - OF - HOME ADVERTISING STUDY 2019 edition Taxi cab TAXI Commuter rail or subway car, platform or station COMMUTERRAIL OR SUBWAYOR 47 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Photos providedcourtesy theof OAAA Wrappedvehicles or othersigns on vehicles - OF - HOME ADVERTISING STUDY 2019 edition WRAPPED VEHICLE WRAPPED MOBILE BILLBOARD MOBILE Mobile Billboards 48 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Photos providedcourtesy theof OAAA - OF - HOME ADVERTISING STUDY 2019 edition SHOPPING MALL SHOPPING Shoppingmall MOVIE THEATERMOVIE Movie Movie theater AIRPORT Airport Airport 49 Copyright ©2019 The Nielsen Company. Confidential and proprietary. nielsenOUT Photos providedcourtesy theof OAAA - OF - HOME ADVERTISING STUDY 2019 edition healthclubs or office buildings gas stations, sports arenas, retailstores, bars/restaurants, Printedsigns in placessuch as IN VARIOUS VENUES PRINTED SIGNS SIGNS PRINTED bars/restaurants or otherretail locations clubs,office andbuildingselevators, gas stations, Videoscreens at places of businesssuch as health IN VARIOUS VENUES VIDEOSCREENS 50 For more information about the study findings or its Limitations and Permissible Uses, please contact:

Diane Williams Vice President Nielsen On Location [email protected]