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Building a better future: How Anić Outdoor renovated more than 40 buildings with its own funds The business model of advertising on scaffolding is essentially simple, transparent and represents a rounded story in which all parties involved generate profit and added value. Our scaffolding advertising model is based on a simple principle: we invest the revenue from advertising in the renovation of the building on which the advertisement is placed. Whether it is a facade, a roof or the entire building. Anić Outdoor leases the facade of the building, places the scaffolding and the advertising screen on it. Through its core business, namely providing advertising services on scaffolding, it earns funds from the market and co-finances the renovation of the property in question with the same funds. Large advertising screens on scaffolding represent the most attractive and spectacular advertising spaces in the city. Their non-standard format and exclusive locations make them the perfect choice for brands that want to communicate strongly - visually, in content and spatially. Anić Outdoor has renovated over 40 buildings in the narrow center of Zagreb and buildings throughout Croatia through the scaffolding advertising business model. Namely, with the revenue from advertising on the advertising screen placed on the scaffolding, the Anić Outdoor company finances the renovation of the facade, roof or entire building on which the same scaffolding, or advertising screen, is placed. Due to the circumstances that arose in 2020, the City of Zagreb supported a model that allows companies engaged in outdoor advertising to generate funds through their core business to help repair the damage caused by the devastating earthquake. Accordingly, we were willing to support the reconstruction of the city of Zagreb, and the reconstruction of cities in general where it is needed, through our core business.  

Anić Outdoor present at all key border crossings Anić Outdoor is the only OOH company whose network covers all key border crossings in Croatia. Anyone who enters or exits Croatia by road at any major border crossing will notice our static and digital advertising panels. One of the greatest characteristics and advantages of outdoor advertising is exclusivity, i.e. the limited advertising space available at a given moment; this is especially the case when it comes to such specific micro-locations as the entrances to or exits from the country. Why are border crossings strategically extremely important locations? Border crossings have multiple roles, they are traffic points, administrative barriers, but also entry and exit gates to the country. Every year, more than 60 million road passengers enter and exit Croatia via border crossings, whether they are tourists, business travelers or returnees. Because of this diversity and number, border crossings represent an extremely valuable location for communication with the public: Immediate visibility - unlike urban areas where there is a large amount of information and advertising competition, messages at the borders come to the fore without interference Connections with the moment of entry or exit - the brand leaves the first or last impression User focus - this is the transit zone where passengers wait or slow down, which enables quality consumption of the visual message Diversity of the audience - this is about the locations it touches a wide spectrum of demographic groups, regardless of origin, age, occupation or purpose of travel Because of all the above, border crossings represent a rare opportunity to communicate with the audience at a time when it is simultaneously concentrated, accessible and unencumbered by competing content. What do advertisers who position themselves on borders get? Exclusivity – your message is the first thing visitors see when they enter the country and the last thing they see when they leave it High reach and diversity of audience – tourists, drivers, business travelers, diaspora Focused attention – unlike urban areas, the advertising space available is extremely limited and reserved for key players Contextual relevance – content can be adapted to the season, language, region and target profile Support for other campaigns – DOOH at the border is ideal as an introduction or finishing touch to a larger national campaign It is important to emphasize that our positioning at border crossings is not an industry standard, but the result of long-term strategic network development. Anić Outdoor is the only OOH company present at all major border crossings in Croatia, thus providing its clients with a unique and exclusive communication channel. SOURCES: Croatian Bureau of Statistics (2024). Statistical Information 2024. Zagreb: CBS. Available at: https://podaci.dzs.hr/media/io2gvqhy/stat-info-2024.pdf    

Exposure to outdoor advertising and the impact of outdoor advertising on consumer habits In September 2024, a study was conducted with the aim of better understanding the extent to which passers-by notice outdoor advertisements, how they react to them, and how such advertising affects their consumer habits. The study covered the adult population aged 18 to 63, with an average age of 34.4 years. All participants in the study live, work, and/or study in Croatia. Below are seven of the most important insights: The car is the dominant means of transportation – 66% of respondents traveled most by car in the last month, either as drivers or passengers. 98% of respondents noticed a billboard in the last month 88% of passers-by notice outdoor advertising at least once a week, including bigboards, digital citylights, wallscapes, advertisements on scaffolding and public transport stops. 57% of respondents actively notice OOH advertisements on a daily basis. 62% of people take some action after being exposed to an advertisement. Most often, they search for a product/service online or visit the brand's website and social networks. 75% bought a product, service, watched a movie or visited a restaurant because of an OOH ad within a month. The biggest impact is recorded in the entertainment industry. As many as 77% of respondents state that they bought a ticket to an event after seeing an ad. A global perspective: what do international studies say? According to the Out of Home Advertising Association of America (OAAA), as many as 85% of American adults notice outdoor ads during the week, and more than 66% take some kind of digital action after seeing them. Whether they scan a QR code, visit a website or search for a product on Google. A study published on ResearchGate reveals that consumers perceive outdoor advertising as less intrusive compared to online ads. They appreciate it more because it "doesn't interrupt" the content, and at the same time it can be visually attractive and creative. Also, according to statistics and research platform Statista, OOH advertising had one of the highest ROIs among traditional media in 2023, with growth particularly evident in digital OOH formats. SOURCES: OAAA – Out of Home Advertising Association of America: https://oaaa.org Statista: https://www.statista.com/statistics/931114/ooh-advertising-effectiveness-usa/ ResearchGate: The Effects of Outdoor Advertisements on Consumers  

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.  

WHY CHOOSE OOH? In a time when most media can be skipped or turned off, OOH remains an evergreen among media as one of the most effective tools for building brand recognition and trust. OOH is visually powerful, constantly present and completely unavoidable. OOH has the largest audience No other communication channel reaches as many people as OOH. OOH communicates with its audience daily, continuously and in real space. According to industry analyses, digital channels collectively reach fewer people than outdoor advertising. OOH is a medium that cannot be skipped, it is present 24 hours a day, 7 days a week, in every urban environment, on the routes used by the majority of the population. Continuous global growth for more than 10 years While many media are stagnating or declining, OOH has been growing globally for more than a decade. Its ability to adapt, both through classic formats and through the development of digital out-of-home (DOOH), makes it an indispensable tool for any serious campaign. Outdoor advertising follows the consumer throughout the day. OOH communicates with the audience while they are on the move, on their way to work, in the car, on public transport, walking around the city or while shopping. It covers all demographic groups and communicates in real time, in real space, without the need for a click, a screen or a login. It is important to understand that OOH advertising is not limited to billboards, although many DTC and B2C brands primarily perceive it that way. It is a wide range of media outside the consumer's home, including advertising surfaces on the streets, promotional formats on public transport, urban or so-called street furniture and interactive digital screens. It is through such formats that OOH enables an authentic and constant presence of the brand in the audience's everyday life. More than media - impact on brand value Outdoor advertising not only informs, it builds a brand. With its size, presence and aesthetic power, the OOH format affects the perception of the value of a product or service. Messages displayed on large formats seem more serious, more important and remain in the memory longer. OOH is not reserved only for established brands or big budgets. It is intended for everyone who wants to create recognition, build trust and leave a strong impression, despite the noise of the market. Why choose Anić Outdoor? Anić Outdoor offers a wide range of OOH formats with a national reach, present in key locations throughout Croatia; from urban centers to main roads and border crossings. Specialized in large-format advertising, Anić Outdoor offers clients advertising space in the formats of bigboard, billboard, gigaboard, wallscape, scaffolding, digital signage, murals.