April 2, 2025

We bring you a story about a project that we are particularly proud of. We bring you the story of a project that allowed us to make a small contribution to those who contribute so much to our entire community. Anić Outdoor is the proud founder, initiator and sponsor of the Rerun project, a story about transformation, responsibility and sustainability. INTRODUCTION The outdoor advertising industry produces hundreds of advertising canvases every year, which, after the campaigns are over, are usually never used again. With this project, we wanted to raise awareness that the campaign does not end when the tarpaulin is removed from the bigboard - but that it is then that its new story can begin. This is how the Rerun project was born, as part of which we turn used tarpaulins into functional equipment for emergency services. THE CHALLENGE Anić Outdoor, as one of the leading companies for large-format outdoor advertising, produces more than 400 advertising canvases annually. These are PVC tarpaulins with a size of 60m² and more, which were most often destroyed or stored after the end of the campaigns. Over time, this led to the accumulation of a large amount of material that has the potential for recycling, but without a concrete solution - it fell into disrepair. SOLUTION We launched a Recycling Program with the aim of creating multiple channels through which we will give used tarpaulins a new purpose. One of the first and most important steps was to convert some of the tarpaulins into backpacks, bags and sacks adapted to the needs of emergency services – primarily firefighters and the Croatian Mountain Rescue Service (HGSS). The equipment was designed in cooperation with the services to meet the real needs in the field. In addition to the tarpaulins themselves, the production also uses straps, rings and tensioning buckles – materials that are normally used to mount tarpaulins on bigboards. This closes the full circle of recycling within our own system. RESULT Thanks to the goodwill of our clients, today more than 90% of used advertising canvases are recycled, instead of being stored or destroyed. Emergency services throughout Croatia – public and voluntary fire departments and the HGSS – are regularly supplied with sturdy, waterproof and long-lasting equipment made from former advertising tarpaulins. Local manufacturers from Croatia annually produce hundreds of bags and backpacks that help in the field every day. We are especially proud that, after the devastating earthquake in Petrinja in 2020, the entire production was moved to Petrinja, where today only families from Petrinja and the surrounding area participate in the production of equipment.

Advertising through murals x Anić Outdoor We like to think and reflect on outdoor advertising in the context of urban art; with its creativity, purpose and execution, it is not necessarily an exclusively commercial activity but has added value. One OOH format, which is still not necessarily seen as a form of advertising, stands out in achieving this added value. Murals are unique, hand-painted works that combine art and advertising. Thanks to their roots in the local context, murals naturally communicate with the audience, making the brand part of the community and encouraging emotional connection and trust. Their presence transforms the space, the wall becomes a landmark, and the message part of the visual identity of a neighborhood or street. Anić Outdoor is the first OOH company in Croatia to put this beloved urban art in the context of outdoor advertising and offers its clients murals as a unique OOH communication channel. Murals, in addition to communicating the desired message, also leave a lasting visual mark in the urban landscape and become part of the identity of the community. Unlike transitory formats, murals stand out for their durability, high memorability and potential for organic digital reach. In the era of visual communication and social networks, murals represent the ideal link between classic OOH advertising and the digital world. Hand-painted surfaces not only attract attention in real space, they naturally encourage users to take photos, share and comment on platforms like Instagram. Thus, the mural becomes more than an advertising message, it becomes content, creating an organic digital reach and extending the campaign beyond its physical boundaries. For brands that want to be present on the street and in the online world at the same time, the mural is the perfect format that generates attention, engagement and a lasting presence in the audience's memory. On a global level, murals have been part of the marketing strategies of leading brands for years. Netflix promoted titles like Stranger Things and The Crown in New York and Los Angeles through murals that generated millions of social media reach. Spotify turned city walls into personalized Wrapped campaign messages, while Coca-Cola and Nike used this format to tell brand stories and strengthen connections with local communities. As a pioneer in the implementation of murals on the Croatian market, Anić Outdoor brings a new dimension to outdoor advertising, one in which the brand communicates through the values of space, rather than through the noise of overloaded formats. Sources: AdQuick (2023). Mural Advertising Examples: How Brands Use Walls to Stand Out. Available at: https://www.adquick.com/blog/mural-advertising-examples Outfront Media (nd). The Power of Murals in OOH Advertising. Available at: https://www.outfront.com/insights/the-power-of-murals JCDecaux OneWorld (nd). Street art and advertising: where creativity meets impact. Available at: https://www.jcdecaux.com

In today’s marketing landscape, many brands that previously relied solely on online digital advertising are now increasing their investment in OOH outdoor advertising. This shift in strategy is the result of several key factors shaping the market.​ The inability to ignore outdoor advertising While online digital ads can often be skipped or blocked by consumers, well-placed billboards, ads on public transportation, or creative installations in physical spaces leave a lasting impression. According to a survey by the Out of Home Advertising Association of America (OAAA), 88% of adults notice OOH ads, and nearly 80% of them take action after seeing them. ​ Rising costs and declining effectiveness of online digital ads With rising customer acquisition costs (CAC), stricter privacy policies, and limited tracking tools, online digital advertising is becoming increasingly expensive and less effective. According to an analysis by EMC Outdoor, advertisers who increase the share of OOH in their marketing mix can reduce customer acquisition costs by as much as 400%.​ The Return of Creative Brand Marketing In these intense and competitive times when it’s more important than ever to focus on creativity, relying solely on metrics like “last-click” attribution is becoming insufficient. OOH builds trust, increases brand awareness, and drives interest, acting at the top of the sales funnel long before conversion. For example, OAAA research shows that 80% of consumers act towards purchasing a product or service or at least researching a product or service after seeing an OOH ad that they find entertaining or visually appealing. ​ Advances in Measuring the Effectiveness of OOH Advertising Thanks to advances in location data, mobile tracking, and AI-powered attribution, OOH has become a measurable and precisely integrated part of the marketing mix. These tools allow advertisers to track the concrete results of their campaigns, increasing transparency and investment efficiency. According to Movia Media, every dollar invested in OOH advertising generates an average of $5.97 in product sales.​ Refocusing on the Physical World As brands continue to refocus on brick-and-mortar retail and live experiential campaigns, OOH is becoming a key link between online engagement and actual purchases. The physical presence of advertising allows consumers to experience a brand in a real-world setting, which can result in a stronger emotional connection and greater loyalty. According to research by Beeyond Media, 69% of consumers have made a purchase prompted by OOH advertising. ​ In conclusion, the combination of these factors makes outdoor advertising an evergreen advertising format, or an eternally attractive choice for brands looking to increase their visibility and effectiveness in the modern market environment. SOURCES: Out of Home Advertising Association of America (OAAA). (2023). Out of Home Ads Drive Real World Action. Available at: https://oaaa.org/news/out-of-home-ads-drive-real-world-action EMC Outdoor. (2023). 5 Strategic Benefits of Out-of-Home (OOH) Advertising. Available at: https://www.emcoutdoor.com/blog/2023/04/5-ooh-strategic-benefits Out of Home Advertising Association of America (OAAA). (2023). New Study Finds Digital Out of Home Advertising Surpasses Other Media in Driving Favorability and Action Among Consumers. Available at: https://oaaa.org/news/new-study-finds-digital-out-of-home-advertising-surpasses-other-media-in-driving-favorability-and-action-among-consumers Movia Media. (2023). Out of Home Analytics: Measuring Effectiveness and ROI. Available at: https://movia.media/moving-billboard-blog/out-of-home-analytics-measuring-effectiveness-and-roi Green Signs Chicago / Beeyond Media. (2023). Study Shows OOH Ads Lead to Purchases. Available at: https://www.greensignschicago.com/post/study-shows-ooh-ads-lead-to-purchases Wise, G. (2025). The biggest brands in 2025 aren't asking "Why OOH?"—they're asking "How fast can we scale it?" LinkedIn. Available at: https://www.linkedin.com/in/gregwise

Development of the DOOH national network Anić Outdoor is the owner of the largest national network of large-format advertising panels in Croatia. Although classic bigboards are the best choice when you want to ensure maximum visibility and send a serious message, digital citylights are an excellent supporting format and complement to that same message. Anić Outdoor is continuously working on expanding and complementing the existing network, both the static large-format and digital ones. More than 30 digital locations across the country cover the centers of the largest cities, the most important pedestrian and vehicle traffic points, and all the most important border crossings. Below are the biggest advantages of renting a digital OOH format. WHY AND WHEN TO CHOOSE DOOH? DOOH (digital out-of-home) enables quick content changes, real-time message display, and campaign adaptation according to location, time of day, or context. Traffic statistics are available by hour, day, or week, and it is also possible to develop custom solutions, including interactive formats and activations based on external factors. They also enable advertisers to be faster, more relevant and present at key moments, when purchasing decisions are made spontaneously, on the spot. Thanks to the ability to change content “on the go”, brands can communicate current offers, time-sensitive messages or target specific audience segments at the right moment. OOH + DOOH Anić Outdoor is continuously expanding its national DOOH network, which mainly consists of the citylight format, which allows the display of static and video ads, with flexible duration and quick content changes. Our existing network covers all key points in the country, and our goal is to expand it in order to enable and support our clients in both local and national campaigns. DOOH, or the digital network, does not replace the traditional large-format static format, it complements them. Our strength lies precisely in the combination of large static formats and digital presence, which provides clients with a wider reach, greater flexibility and visibility in all phases of the campaign. Through this synergy, outdoor advertising achieves its full potential.