1. DIGITAL PLACE-BASED MEDIA: CONTEXTUAL ENGAGEMENT

2. Truth: Context Matters Consumers Rule

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

4. DPAA Industry video available at http://dp-aa.org/IndustryPresenta tion.php

5. 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

6. What It is NOT

7. Screens are Ubiquitous and Growing

8. 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

9. 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

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

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

12. Advertising Leaders Leveraging DPb Media See Technical Appendix: Exhibit I

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

14. Research Provider 2009 2010 2011 2012 2013 & 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

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

17. DPAA InfoCenter

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

20. DPb Drives Mobile Activity

21. The Path To Purchase is Non-Linear

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

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

24. 11% 40% of the population are “Light TV viewers” who represent of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

25. 73% 40% of the population are “Heavy TV viewers” who represent of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

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

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

28. Targetability See Technical Appendix: Exhibit N

29. Dayparting pm 9:37 See Technical Appendix: Exhibit N

30. Geo Target to DMA See Technical Appendix: Exhibit O

31. Geo Target to Zip Codes See Technical Appendix: Exhibit O

32. Geo Target Hyper Locally See Technical Appendix: Exhibit O

33. Addressability See Technical Appendix: Exhibit N

34. Flexibility Digital Delivery = See Technical Appendix: Exhibit N

35. NewsSportsInformation World Class Programming See Technical Appendix: Exhibit P

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

37. Product Integration Custom Content Sponsorable Segments Special Programming Opportunities

38. 1/3 Over adults reported taking an action! Source: SeeSaw/OTX 2007/8 Custom Study See Technical Appendix: Exhibit Q

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

41. 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

42. 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

43. And Here’s What We Found… Ad Recall 52% Brand Affinity + 47% Lift Usage Intent + 62% Lift Brand Perceptions + 13 - 60% Lift Likelihood To Recommend + 30% Lift Source:Lieberman Research Group, June 2010

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

45. Initiatives: Audience Metric Guidelines Standard Ad Units DPAA’s InfoCenter Case Studies www.DP-AA.org 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.

46. DPAA Members

47. AUSTRALIA

49. Thank You

50. Appendix/Brand Slides

51. Automotive Leaders Leveraging DPb Media

52. Packaging Goods Leaders Leveraging DPb Media

53. Financial Leaders Leveraging DPb Media