DIGITAL PLACE-BASED MEDIA: CONTEXTUAL ENGAGEMENT

Truth: Context Matters Consumers Rule

Connect with consumers along their Paths to Purchase In Action Mode make Meaningful Connections with Relevant Content

DPAA Industry video available at tion.php

What is Digital Place-based Media? In places along the Path to Purchase Digital, Video, Addressable, Internet-enabled and/or Interactive Programmed with Engaging and Relevant Content Helping advertisers to Precision Target

What It is NOT

Screens are Ubiquitous and Growing

181 MILLION P12+ (70%) viewed DPb screens in the past month Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit A Screens are Ubiquitous and Growing

70% More people view DPb media each month than: 41%44%41%43%56% Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit B

for venue owners, consumers & clients It’s a WIN See Technical Appendix: Exhibit C-G

Source: DPb Miller, Kaplan, Arase: Other media, Kantar Media See Technical Appendix: Exhibit H % Change in Revenue YE ‘10 vs. YE ‘09

Advertising Leaders Leveraging DPb Media See Technical Appendix: Exhibit I

GROSS VENUE TRAFFIC PRESENT IN THE NETWORK ZONE NOTICE NETWORK DWELL TIME AD ROTATION DURATION = AUDIENCE IMPRESSIONS Early Focus on research

Research Provider & On Telmar IMS Available Media Measurement Audience Metrics Nielsen 4th Screen Arbitron DPb Industry Survey GfK MRI Mendelsohn Experian Simmons Scarborough Syndicated Studies R&F’s ROI/Efficacy Various

DPAA Member Service Provider Research DPAA InfoCenter SeeSaw Ads rVue DOmedia NEC Vukunet Search & Discover Planning RFPBuying Campaign Mngt & Reporting Available Planning/Buying Resources

DPAA InfoCenter

DPb Viewers are VERY Connected Digital Place-based Screens Web ScreensMobile Screens Consumers See Technical Appendix: Exhibit J-K

DPb Drives Mobile Activity

The Path To Purchase is Non-Linear

Connecting with Business Professionals on their Path to Purchase Home Gym TaxiLunch WorkPharmacy Airport Restaurant/Bar

Connecting with Alpha Moms on their Path to Purchase Home Gym Gas Station Lunch Coffee ShoppingVetBargain Hunting

11% 40% of the population are “Light TV viewers” who represent of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

73% 40% of the population are “Heavy TV viewers” who represent of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

DPb Viewers are Active Viewers Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit M

DPb Media Complements TV + Balanced Delivery = See Technical Appendix: Exhibit L-M

Targetability See Technical Appendix: Exhibit N

Dayparting pm 9:37 See Technical Appendix: Exhibit N

Geo Target to DMA See Technical Appendix: Exhibit O

Geo Target to Zip Codes See Technical Appendix: Exhibit O

Geo Target Hyper Locally See Technical Appendix: Exhibit O

Addressability See Technical Appendix: Exhibit N

Flexibility Digital Delivery = See Technical Appendix: Exhibit N

NewsSportsInformation World Class Programming See Technical Appendix: Exhibit P

Lifestyle/MusicEntertainment World Class Programming See Technical Appendix: Exhibit P

Product Integration Custom Content Sponsorable Segments Special Programming Opportunities

1/3 Over adults reported taking an action! Source: SeeSaw/OTX 2007/8 Custom Study See Technical Appendix: Exhibit Q

What is the Role of Place-Based Video in this Mix? TelevisionOnlineCinema

The Opportunity: Testing Place-based Advertising New campaign: TV and online launch in July 2010 Creative available in June Unique chance to get a ‘clean read’ on place-based video networks

Test Campaign Overview Fitness clubs, hotel rooms, taxis, gas stations, malls, QSRs were among the venues selected. 3-week flight 130 million ad impressions Mix of :30s, :60s and :90s

And Here’s What We Found… Ad Recall 52% Brand Affinity + 47% Lift Usage Intent + 62% Lift Brand Perceptions % Lift Likelihood To Recommend + 30% Lift Source:Lieberman Research Group, June 2010

It’s Not TV... It’s DPB! Mass reach Active consumers Targetability Flexibility Measured Easy

Initiatives: Audience Metric Guidelines Standard Ad Units DPAA’s InfoCenter Case Studies Mission Statement: The DPAA exists to drive consistent growth for the industry through collaboration among advertisers, agencies, place-based digital and video networks and their suppliers.

DPAA Members

AUSTRALIA

Thank You

Appendix/Brand Slides

Automotive Leaders Leveraging DPb Media

Packaging Goods Leaders Leveraging DPb Media

Financial Leaders Leveraging DPb Media