1. VISION, GROWTH & TRAVEL October 2014

2. EYES ARE THE FASTEST INFORMATION RECEIVERS Source: anatomy in motion The fastest muscles in the human body are in the eye; eye muscles can contract in less than 1/100 th of a second. Our vision finds concepts. It can take as little as 13 milliseconds (ms) of exposure to interpret an image By comparison we hear at 375–400 ms per word and read at 200–240 ms per word. Eyes have 40x more sensors than ears With1.2 million nerve fibres connecting to the brain, eyes well surpass ears which have just 30,000 nerve fibres connecting to the brain. Pictures beat text for recognition learning. A study of learning through pictures and text suggests a memory advantage for pictures, especially when presented with short time periods. Source: study conducted by neuroscientists at Massachusetts Institute of Technology (MIT) Dec. 2013. Source: Williams, JR (1998). Guidelines for the use of multimedia in instruction. Source: Science Daily Sept 2014 and Spoendlin H, Schrott A (1989). "Analysis of the human auditory nerve." Source: Study by Janet Beagle, Purdue University Which makes Out-of-Home a powerful communicator: driving awareness, desire and action Source: anatomy in motion. www.oma.org.au info@oma.org.au

3. THE NUMBERS ARE GROWING +3.6% +3.1% + 7.9 % Out-of-Home audiences are increasing in a fragmented market Increasing Audience Total Daily Contacts 400 million Source: MOVE 2014 data release, comparing same signs year on year Year on year Growing Market Share Market Share 4.8% Source: CEASA full year 2013 versus 2012 Increasing Revenue Market Size $473 Million Source: OMA Jan-Oct 2014 v 2013 www.oma.org.au info@oma.org.au

4. WHEN, HOW AND WHY WE TRAVEL IN THE LAST DECADE WE HAVE CHANGED Out-of-Home offers a multitude of campaign possibilities More weekend travel, less weekday, same total distance per capita Trips for social/recreation & education/childcare growing fastest Personal Business -16% Social/recreation 17% Education/childcare 17% Commuting 12% Serve Passenger* 11% Shopping 9% Work related travel -17% Trips: growth in bus & train is more than car +6% +16%+23% However, the car still dominant mode 5.9% -1.5%46.9%Driver -0.7%21.1%Passenger 0.6%5.5%Train 0.3%Bus 0.1%18.2%Walk 2011/12 Share Share point change since 2001/02 Mode Source: NSW Household Travel Surveys 2001/02 versus 2011/12 Population Growth No. of Households Total trips weekday Total trips weekend Total distance travelled +12% +14% +8% +14% +12% * Passenger determines the destination; eg.this reason includes the parent taking children to school. In the last decade the population increased 12%, at the same time trips by car increased 6%, bus 16% and train 23%. However, usage of cars remains the dominant mode. www.oma.org.au info@oma.org.au