Australia. Eye on.. Doubled. Growth. Australia Market Update. Insights. YoY. Top Advertiser Sectors by Spend in 2015

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1 Market Update There was exponential growth in the adoption of audience data in ANZ and APAC countries in n advertisers are one of the most advanced in the world in using audience data to drive their programmatic buys. According to IAB, online advertising reached $5 billion in 2015 with a surge in ad spend at the year-end. This meant a 25 per cent increase from Doubled YoY Growth in audience data expenditure in in 2015 The pace is picking up with Eyeota s data indicating that apart from the most common sectors, such as automotive and finance advertisers, new advertiser sectors joined the fray in using audience data to boost their campaigns throughout Top Advertiser Sectors by Spend in 2015 The top advertiser sectors purchasing audience data in were the Automotive, Finance and Services & Utilities sectors. The most sought-after data segments included profiles, with advertisers using broad demographic segments including parents and mothers plus niche profiles. data segments were also popular with advertisers targeting professionals working in the IT industry. Audience Data Expenditure in by Advertiser Sector in 2015 and Q Retail FMCG Automotive Services & Utilities Multi-Media Education Govt Orgs. Medical Gambling & Betting Finance Electronics & Computers Travel & Leisure Home & Garden Sports Others 1.

2 Growth in Supply Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016 Mar MILLION UNIQUES PROFILES AND GROWING! 40% GROWTH IN SUPPLY - LAST 6 MONTHS Eyeota has seen continuous growth in data supply in driven by a rapidly growing Data Marketplace and partnerships with numerous key branded data partners such as CoreLogic, Experian, Ipsos and Roy Morgan. These data partners cover a diverse set of segment categories to allow advertisers to target their audiences with precision. There is major potential for advertisers to make use of and Lifestyle segments to promote sporting events, music festivals and entertainment. Within the FMCG and Retail sectors, Frequent Buyer and Lifestyle segments enable advertisers to reach users interested in groceries, apparel and electronics. Key Audience Segments for n Advertisers For advertisers keen on using audience data for their online marketing campaigns, these are the recommended target audiences and relevant segments: Food Enthusiasts AU Roy Morgan - Vertical Segments - Lifestyle - Food Lovers / Restaurants and Entertainment AU Experian - Frequent Buyers - Groceries AU Experian - Frequent Buyers - Shopping AU Experian - Frequent Buyers - Groceries Dairy AU Experian - Frequent Buyers - Groceries - Meat AU Experian - Frequent Buyers - Groceries - Confectionery Young Professionals AU IPSOS - geotribes - T04 Crusaders AU Experian - - Annual Household Income - $1-20k AU Experian - - Age Groups AU Experian - Mosaic - Group - I Books and Boots AU IPSOS - geotribes - T06 Independents AU Experian - - Age Groups

3 Comfortable Lifestyles Demographic - Inferred Income Level - High / Affluent AU IPSOS - geotribes - T03 Fortunats AU Experian - - Annual Household Income - $ k AU IPSOS - geotribes - T01 Rockafellas AU Roy Morgan - Vertical Segments - Finance - HNWI AU Roy Morgan - Vertical Segments - Automotive - Boat Owner AU Roy Morgan - Vertical Segments - Lifestyle - Big Spenders Family & Relationship Demographic - Lifestyle - With Children / Kids AU Experian - - Lifestyle - Parents with Children AU Experian - Education Seekers AU Experian - - Lifestyle - Parents with Children - Babies / Infants AU Experian - Education Seekers - TAFE AU Experian - - Lifestyle - Parents with Children - Children / Adolescence AU Experian - Frequent Buyers - Shopping - Children's Clothing AU IPSOS - geotribes - T07 Suburban Splendour AU IPSOS - geotribes - T02 Achievers Entertainment Junkies AU IPSOS - Emma - Lifestyle Activities - Go To A Rock / Pop / Jazz Music Concert or Performance AU IPSOS - Emma - Lifestyle Activities - Go To Live Theatre Performance AU IPSOS - Emma - Lifestyle Activities - Go To An Art Exhibition Gallery or Museum Shopping Enthusiasts AU Experian - Frequent Buyers Shopping - Shopping AU Experian - Frequent Buyers - Shopping Electronics AU Experian - Frequent Buyers - Shopping Fashion AU Experian - Financial - Credit Card AU Roy Morgan - Vertical Segments - Lifestyle - Home Renovators AU Roy Morgan - Vertical Segments - Finance - First Home Buyer AU Experian - Frequent Buyers - Shopping - Sports and Outdoor AU Roy Morgan - Vertical Segments - Finance - Heavy Credit Card User Key Demographics Segments Age Declared / Inferred Gender Declared / Inferred Income Declared / Inferred

4 - Holiday and Special Events - Valentine's Day - Gift Buyers - Sport Events - Winter Olympics - Pyeongchang Sport Events - Summer Olympics - Rio Holiday and Special Events - Wedding Planning - Holiday and Special Events - Christmas - Gift Buyers Shoppers Brand Loyalists AU IPSOS - Emma - High Range - Groceries / Health - Supermarket Most Likely To Consider Costco AU IPSOS - Emma - Mid Range - Automotive - Brand Most Likely To Consider - VW AU IPSOS - Emma - High Range - Automotive - Model Most Likely To Consider - Toyota Corolla AU IPSOS - Emma - High Range - Groceries / Health - Supermarket Most Likely To Consider - Harris Farm Markets AU IPSOS - Emma - High Range - Automotive - Brand Most Likely To Consider - Mitsubishi AU IPSOS - Emma - High Range - Groceries / Health - Supermarket Most Likely To Consider Safeway AU IPSOS - Emma - High Range - QSR / Eating Out - Likely To Consider Buying From - Sumo Salad Sports Fans - Sports - AFL Football AU Experian - Frequent Buyers - Shopping - Sports and Outdoor Sports AU IPSOS - Emma - High Range - Sport - Watch Live or Regularly On TV Basketball - Sports - Cycling - Sport Events - Football Matches - EURO 2016 France - Sport Events - Premier League Fans Political Elections Demographic - Inferred Income Level - High / Affluent Business / - Professions - Business Professionals AU Experian - Mosaic - Type - H31 Extended Ethnicities AU IPSOS - geotribes - T15 Slender Meanz AU Experian - Mosaic - Type - L44 Trucks and Tools Demographic - Generation - Y Generation / Millennials AU Experian - Mosaic - Type - E17 Greener Pastures AU Experian - Mosaic - Type - E19 Crops and Country AU IPSOS - Emma - Mid Range - Retail - Sports Store Bought From At Least Once A Year - Rebel Sports

5 Finance 5% 19% 30% 47% Types of Finance Advertisers buying Audience Data Personal Banking Insurance Loans Credit Cards Savings & Investments Demographic - Inferred Income Level - High / Affluent Demographic - Inferred Income Level Low AU CoreLogic RP Data - Real Estate Indicator - High Capital Gain Property Locations AU CoreLogic RP Data - Real Estate Indicator - High Value Property Locations AU Experian - Financial - Credit Cards - High Credit Demand AU Experian - Financial - Credit Cards - High Risk - Financial - Auto Buyers - Car Makes Mitsubishi AU Experian - Frequent Buyers AU IPSOS - geotribes - T03 Fortunats AU IPSOS - geotribes - T04 Crusaders AU Experian - Mosaic - Group - I Books and Boots AU Roy Morgan - Vertical Segments - Finance - SMSF - Self Managed Super Fund AU Experian - Mosaic - Type - C14 Leased Lifestyles Business / Business / - - Investments and Stock Exchanges Business / - - Management Bombora - Predictive Signals - Finance - Trading and Investing AU Experian - Mosaic - Type - K42 Constant Struggle AU Experian - Mosaic - Type - B05 Educated Savers AU Experian - Education Seekers AU Roy Morgan - Vertical Segments - Lifestyle - Big Spenders - Entertainment - News - Tech Enthusiasts

6 Travel & Leisure 2% 8% 11% 29% 50% Types of Travel & Leisure Advertisers buying Audience Data Hotels Travel Agents Airlines Attractions Tourism Cruises Demographic - Inferred Income Level - High / Affluent AU Experian - Frequent Buyers AU Roy Morgan - Vertical Segments - Frequent Travellers - Domestic AU Experian - - Lifestyle - Frequent Travellers AU Roy Morgan - Helix Personas Getting By AU Experian - Mosaic - Type - F24 Tykes and Takeaways AU Roy Morgan - Helix Personas Golden Years AU IPSOS - geotribes - T06 Independents AU IPSOS - Emma - High Range - Local - Lifestyle Activities - Go To A Rock / Pop / Jazz Music Concert or Performance AU IPSOS - geotribes - T01 Rockafellas AU Roy Morgan - Vertical Segments - Lifestyle - Big Spenders AU Experian - Education Seekers - Travel Enthusiasts - Travel - Travel - Weekend Travelers - Travel - Accommodation / Hotels - Travel - Budget Travel - Shopping Tickets AU Experian - Financial - Credit Cards Business / - - Travel and Leisure Bombora - Demo - Industry - Transportation and Travel - Holiday and Special Events - Music Festivals - Holiday and Special Events - Chinese New Year - Holiday Travelers - Holiday and Special Events - Halloween - Holiday Travelers - Holiday and Special Events - Thanksgiving - Holiday Travellers

7 Automotive 2% 5% 24% 68% Types of Automotive Advertisers buying Audience Data Standard Automobiles Luxury Vehicles Auto Parts Automotive General Auto Dealerships Demographic - Lifestyle - With Children / Kids AU IPSOS - geotribes - T06 Independents AU Experian - - Age Groups AU Experian - - Annual Household Income - $ k AU Roy Morgan - Vertical Segments - Finance - HNWI AU Roy Morgan - Vertical Segments - Automotive - Boat Owner AU Experian - - Lifestyle - Motorcycle Buyers AU Roy Morgan - Vertical Segments - Consumer Confidence - Very Confident AU Experian - - Annual Household Income - $200k+ AU Experian - Frequent Buyers AU Experian - - Lifestyle - Home Owners AU Roy Morgan - Vertical Segments - Lifestyle - Big Spenders AU IPSOS - geotribes - T01 Rockafellas AU Experian - Mosaic - Type - C12 Wireless and Wealthy AU Experian - Financial - Credit Cards - High Credit Value - Auto Buyers - Car Categories - Luxury - Auto Buyers - Car Categories - SUV - Auto Buyers - Car Makes - Toyota AU IPSOS - Emma High/Mid Range - Automotive - Brand Most Likely To Consider - VW AU IPSOS - Emma - High Range - Automotive - Model Most Likely To Consider - Toyota Corolla AU IPSOS - Emma - High Range - Automotive - Brand Most Likely To Consider - Mitsubishi AU IPSOS - Emma - High Range - Local - Magazine Read In Last Year - General - Royal Auto Global Grapeshot - Reach - Auto Global Grapeshot - Auto - 4WD Global Grapeshot - Auto - Luxury

8 Services & Utilities 7% 17% 24% 50% Types of Services & Utilities Advertisers buying Audience Data Telecoms Utilities Real Estate Business Services Electric Utilities AU Roy Morgan - Vertical Segments - Frequent Travellers - International AU Roy Morgan - Vertical Segments - Finance - First Home Buyer AU Roy Morgan - Helix Personas Leading Lifestyles AU Roy Morgan - Helix Personas Metrotechs AU Roy Morgan - Vertical Segments - Finance - Investment Property Owner / Investor AU Experian - - Lifestyle - Renters - Entertainment - Blogs and Social Media - Tech Enthusiasts - Smartphones - Tech Enthusiasts - Mobile Phones / Cell Phones - Entertainment - Digital Games and Software Services Business / - - Marketing and Advertising Business / - - Industry and Manufacturing Business / - - SME and Entrepreneurs Business / - - Engineering Business / - Professions - Small Business Professionals Business / - - HR and Recruitment Bombora - Install Data - Enterprise Applications Commerce Bombora - Install Data - Web-Oriented Architecture - Web and Portal Technology Bombora - Install Data - Web-Oriented Architecture - Web Content Management System (WCMS) Bombora - Demo - Industry - Telecommunications Bombora - Demo - Industry - Telecommunications - Telephone and Wireless Bombora - Demo - Industry - Telecommunications - ISPs Bombora - Demo - Industry - Media and Internet Shopping

9 Eletronics & Computers 2% 7% 10% 81% Types of Electronics & Computers Advertisers buying Audience Data Software Electronics & Computers General Computer Components Laptops Printers & Inks Demographic - Generation - Y Generation / Millennials AU Experian - - Lifestyle - Parents with Children - Children / Adolescence AU IPSOS - Emma - High Range - Social Media - Size Of Network - Twitter: 50 or Less Followers + Followed AU Experian - Frequent Buyers - Shopping - Electronics AU Roy Morgan - Vertical Segments - Technology Adoption - Early Adopters AU IPSOS - Emma - High Range - Digital Media - Online Store Bought From In Last Year - Apple - Entertainment - TV Business / Business / - Professions - Business Professionals Business / - Company Size - Large (1000+ Employees) Business / - - Business Software Bombora - Install Data - Cloud Services - Cloud Infrastructure Computing Bombora - Demo - Company Size - XXLarge (10,000+ Employees) Business / - - IT and Technology Bombora - Demo - Functional Area - Information Technology Bombora - Demo - Functional Area - Marketing Bombora - Predictive Signals - Marketing - Entertainment - Movies - Entertainment - Blogs and Social Media

10 FMCG 4% 5% 12% 39% 40% Types of FMCG Advertisers buying Audience Data FMCG General Packaged Foods Specialty Drinks Beauty & Personal Care Beer, Wine & Spirits - Holiday and Special Events - Thanksgiving - Holiday Cooks - Holiday and Special Events - Christmas - Grocery Shopping Mums - Holiday and Special Events - Halloween - Grocery Shopping Mums - Holiday and Special Events - Easter - Holiday Cooks Shopping - Food Enthusiasts - Wine Fanatics - Food Enthusiasts - Restaurant Diners - Fashion and Beauty Business / - - Legal Bombora - Predictive Signals - Healthcare - Patient Management AU IPSOS - Emma - High Range - Groceries / Health - Supermarket Most Likely To Consider Costco AU Experian - Financial - Credit Cards AU IPSOS - Emma - High Range - Groceries / Health - Liquor Store Bought From At Least Once A Year - Celebrations AU IPSOS - Emma - High Range - Groceries / Health - Liquor Store Bought From At Least Once A Year - First Choice

11 FMCG 4% 5% 12% 39% 40% 40% Types of FMCG Advertisers buying Audience Data FMCG General Packaged Foods Specialty Drinks Beauty & Personal Care Beer, Wine & Spirits Demographic - Inferred Income Level - High / Affluent Demographic - Lifestyle - With Children / Kids Demographic - Inferred Gender - Female AU Experian - Frequent Buyers Groceries AU Experian - Frequent Buyers - Groceries - Dairy AU Experian - - Lifestyle - Home Owners AU IPSOS - geotribes - T02 Achievers AU Roy Morgan - Vertical Segments - Lifestyle - Big Spenders AU Experian - Frequent Buyers AU Experian - - Lifestyle - Parents with Children AU Experian - Frequent Buyers - Groceries - Baked / Wheat Goods AU Experian - Mosaic - Type - I33 Education Generation AU Experian - Frequent Buyers AU Roy Morgan - Vertical Segments - Lifestyle - Food Lovers / Restaurants and Entertainment

12 Retail 7% 7% 14% 14% 57% Types of FMCG Advertisers buying Audience Data Supermarket & Convenience Stores Homeware & Furnitures Stores Parents & Kids Stores Fashion & Footwear Stores Department Stores Demographic - Lifestyle Mothers AU Experian - Frequent Buyers Groceries AU Experian - Frequent Buyers - Groceries - Dairy AU Experian - Frequent Buyers - Shopping AU Experian - Frequent Buyers - Groceries - Confectionery AU Experian - Frequent Buyers - Groceries - Condiments AU Experian - Frequent Buyers - Groceries - Fresh Produce AU Experian - Frequent Buyers - Shopping - Fashion AU Experian - Frequent Buyers - Shopping - Children's Clothing AU Experian - Frequent Buyers - Shopping - Homewear AU IPSOS - Emma High/Mid Range - Sport - Watch Live or Regularly On TV - Rugby League AU Experian - Financial - Credit Cards AU IPSOS - Emma - High Range - Retail - Fashion / Clothing Store Bought From At Least Once A Year - Country Road AU IPSOS - Emma - High Range - Retail - Department Store Bought From In Last 3 Months - David Jones AU IPSOS - Emma - High Range - Retail - Camping / Adventure Store Bought From At Least Once A Year - Kathmandu AU IPSOS - Emma - Mid Range - Retail - Sports Store Bought From At Least Once A Year - Rebel Sports - Holiday and Special Events - Valentine's Day - Gift Buyers - Holiday and Special Events - Chinese New Year - Gift Buyers Shoppers - Holiday and Special Events - Christmas - Gift Buyers Shoppers - Sport Events - Summer Olympics - Rio Holiday and Special Events - Wedding Planning Global Grapeshot - Event - Black Friday Global Grapeshot - Reach - Fashion Global Grapeshot - Reach - Shopping

13 Education 1% 3% 10% 30% 56% Types of Electronics & Computers Advertisers buying Audience Data Universities Education General AU Experian - - Age Groups AU Experian - Mosaic - Type - I33 Education Generation AU Experian - Mosaic - Type - C11 Inner-City Aspirations AU Experian - Mosaic - Group - H International Infusion AU Experian - Education Seekers AU Experian - Education Seekers - TAFE - Arts and Sciences - Entertainment - Books AU Experian - Mosaic - Type - H31 Extended Ethnicities AU Roy Morgan - Helix Personas Metrotechs New School Cool AU Experian - Mosaic - Group - L Regional Endeavours AU Experian - Mosaic - Group - M: Remotely Blue AU Roy Morgan - Helix Personas Getting By Aspiring Immigrants Global Bombora - Predictive Signals - Healthcare - Medical Research Global Bombora - Demo - Industry - Education - Colleges and Universities Global Bombora - Demo - Industry - Education AU Experian - Mosaic - Group - I Books and Boots AU Experian - Mosaic - Type - I35 University Diversity Start boosting the relevance and accuracy of your campaign today Simply TeamAU@eyeota.com EYE14177