Contact: talon[email protected] INSIGHT RATIONALE THE OPPORTUNITIES • 82% of 16-34 year olds are heavily exposed to OOH suggesting that OOH is a key support broadcast medium to target audiences less exposed to TV advertising. • DOOH is particularly relevant for this audience since 16-34s are 12% more likely to see it - making it an efficient way to reach them. • Viewing to broadcast TV has fragmented across numerous platforms and latest annual decline is around 10 minutes to an average of 3 hours 23 minutes per day. • 16-34 year olds view 59 mins of YouTube per day on a device other than a TV set. • A 33% impact decline for 16- 34s over last 5 years means TV campaign delivery shortfall. • OOH reaches key audiences like 16-34s - who are also light TV viewers - therefore a natural audience complement to a TV schedule. • Broadcast characteristics and fast build of reach enables complementary messaging to land with key audiences. • 2019 TV inflation is expected to rocket, creating a significant divide vs impacts delivery. • OOH can deliver +12-26% reach impact for same spend when combined with TV. • Using OOH in conjunction with TV boost long term business effects by +17% • Please contact Talon for further information. USING OOH TO TARGET YOUNG TV AUDIENCES Source – OMG, TGI, IPA, Route, Media Nations Ofcom report 2018