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Slide 1: Digital Out-of-Home Media Kit New York | Chicago | Toronto Digital OOH Media Strategists White Paper Sep. 09
Slide 2: 90 Networks 175,000 Screens 300,000,000 1 Audience Impressions Solution ADCENTRICITY Digital OOH Media Strategists & Aggregation ADCENTRICITY is North America’s largest aggregator and award winning strategist for digital out-of-home media (DOOH). We specialize in supporting both brands and agencies in understanding “what works” and efficiently activate a hyper-targeted media plan in-line with the campaign objectives. With high-touch service, unmatched insight, an advanced media platform – ADVenue and in-depth supporting research, ADCENTRICITY is able to deliver intelligent media planning decisions that strategically meet business needs. Our capabilities enable complex hyper-targeting to deliver advertiser message only to the venues and screens that meet the target audience profile and campaign objectives, effectively and efficiently. We deliver effective advertising campaigns over 90 network partners, 175,000 screens and provides 300 million monthly impressions in consumer evnironments such as: • Airports • Convenience Stores • Colleges / Universities • Entertainment • ATMs • Gas Stations • Grocery Stores • Hospitality • Municipal • Office Buildings • Personal Care • Retail • Shopping Centers • Transit • Residential • Health Care ADCENTRICITY drives efficiencies with our “One plan. One buy. One bill.” approach. New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com
Slide 3: Digital OOH Segments How Is The Media Categorized? Digital out-of-home media is made up of LCD screens that have been placed in premium consumer viewing positions inside venues from doctors offices to taxi cabs and pharmacies. The screen is controlled by a software system that plays a closed-loop of content. The content on the screen is intended to provide information and/ or entertainment that is relevant to the viewers inside the environment. As a medium used for advertising, the opportunity exists to have a highly effective, direct communication with consumers. There are three main segments of digital out-of-home media which include: Place Based Screens of varying sizes (avg. 32”-42”) within environments ranging from transit stations, restaurants / bars, office buildings, doctors offices, etc. These screens, or multiple screens within the environment, are usually located in areas that have the best opportunity to view and/or are in an area that has the highest consumer dwell time. Retail Positioned in key locations inside retail environments from grocery store aisles to convenience store check-outs and pharmacies. Typically, retail screens are found close to consumer products and goods that are available for sale. As consumers make over 75% of their product buying decisions within the retail environment, the opportunity to communicate at the “moment of truth” is ideal. The benefits of advertising are also vast. Primarily, an advertiser can be ensured that the ad will be played at specific times throughout a day, understands who is watching the screens, what they are doing inside the environment, and understanding of what frame of mind they are in at the moment and how many times the ad will play. In addition, digital OOH has all the advantages of digital creativite capability in a physical environment. New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com
Slide 4: Aggregation Aggregation is ideal for targeting and increased efficiency in understanding if digital OOH will help accomplish your plan goals. The capabilities of specially designed planning, buying and execution platforms – purpose built for digital OOH - provide significant benefits. More importantly, the holistic knowledge of aggregators can bring experience and insight across the entire landscape focused on your media needs as opposed to those of a single venue type. Imagine consolidating three weeks of work to 30 minutes for an initial plan. The aggregation model allows plan and strategy revisions to occur in seconds, decreasing media waste and staff time, reducing creative, distribution and billing requirements and ultimately creating a more efficient end-to-end ecosystem. An aggregator can ensure that you only plan and buy what you need and want, focusing on the maximum audience that will drive results, which also saves advertisers money. In assessing a 12-network plan and buy, aggregation increases the efficiencies of the process by over 800%, which increases exponentially each time another network is included. Adding digital out-of-home media to your complete customer management strategy will allow you to hypertarget the exact audience you want, when and where you want to reach them. Digital out-of-home creates the ideal customer experience and positions your clients’ business for continued growth over the long-term. New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com
Slide 5: Audience As a medium, digital out-of-home reaches two-thirds (67%) of U.S. residents aged 18 or older each month across the venues measured and delivers a fairly representative cross-section of consumers. Of those who recall seeing digital out-of-home displays in the past month, 76% noticed seeing them at multiple venues. Digital video screens in retail locations alone (including grocery stores, large retailer/department stores, drug stores, shopping malls or convenience stores) reach over half (53%) of American adults in an average month. Digital out-of-home displays at gas stations and movie theaters each reach over 1 in 5 U.S. adults per month. PROFILE OF DIGITAL OOH AUDIENCE BY VENUE CATEGORY MARKET SEGMENT Sex Men Women Age 18-24 25-34 35-44 45-45 55-64 65+ Race / Ethnicity White African American Hispanic or Latino Asian Other Annual Household Income Under $25K $25-$50K $50-$75K $75-$100K Over $100K 18% 26% 24% 11% 19% 18% 27% 24% 13% 18% 19% 30% 25% 12% 14% 23% 31% 18% 11% 17% 24% 28% 25% 11% 12% 24% 32% 20% 13% 12% 22% 30% 19% 15% 16% 16% 21% 27% 8% 28% 33% 17% 26% 6% 17% 40% 15% 24% 7% 14% 25% 16% 21% 9% 30% 18% 26% 21% 14% 21% 17% 26% 25% 12% 20% 24% 23% 25% 12% 16% 20% 18% 20% 14% 28% 61% 14% 18% 3% 4% 72% 11% 12% 2% 3% 66% 66% 14% 2% 4% 59% 14% 20% 3% 3% 58% 15% 22% 0% 5% 61% 19% 11% 2% 1% 67% 19% 11% 2% 1% 58% 23% 11% 3% 5% 49% 22% 24% 3% 3% 53% 21% 17% 7% 3% 63% 21% 9% 2% 4% 61% 18% 15% 2% 4% 62% 13% 17% 3% 4% 61% 17% 15% 2% 4% 67% 13% 13% 3% 4% 21% 22% 18% 15% 12% 12% 12% 21% 21% 20% 14% 12% 17% 21% 21% 17% 13% 13% 20% 18% 18% 16% 14% 14% 18% 18% 17% 23% 13% 11% 19% 24% 20% 18% 10% 10% 12% 35% 18% 18% 9% 8% 18% 26% 26% 15% 8% 7% 24% 21% 20% 23% 7% 5% 25% 15% 25% 20% 6% 9% 21% 24% 21% 25% 4% 5% 18% 22% 20% 19% 11% 11% 15% 21% 22% 20% 12% 11% 21% 21% 21% 17% 11% 9% 15% 22% 20% 22% 11% 10% 55% 45% 51% 49% 53% 47% 56% 44% 59% 41% 52% 48% 56% 44% 57% 43% 59% 41% 49% 51% 64% 36% 57% 43% 57% 43% 49% 51% 57% 43% Shopping Mall Grocery Retail Drug Store Convenience Restaurant Store Bar Health Club Waiting for Public Transit Riding Public Transit Elevator Office Building Gas Station Movie Theater Airport Sources: Arbitron Out-of-Home Digital Video Display Study 2009 New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com
Slide 6: ADCENTRICITY Planning Reference - USA As a strategic partner to media agencies, ADCENTRICITY sustains a transparent working relationship to garner the best possible result against the media strategy. ADCNTIRICTY currently has partnerships with more than 90 digital out-of-home networks and 150,000-plus screens across North America. Having a deep understanding of the network data, a sturdy baseline can be illustrated for media planning comparisons. (At the time of publishing, nine new network enrollments with over 15,000 screens were added but not included within these results.) MARKET SEGMENT VENUES SCREENS RATE :15 sec spot CPM AUDIENCE IMPRESSIONS ADS SERVED AVE. COST/ VENUE / WK NATIONAL Top 20 DMAs Top 10 DMAs 1 - New York City 2 - Los Angeles 3 - Chicago 4 - Philadelphia 5 - Dallas/Fort Worth 6 - San Francisco/Oakland/San Jose 7 - Boston/Manchester, NH 8 - Atlanta 9 - Washington, D.C./Hagerstown, MD 10 - Houston 11 - Detroit 12 - Phoenix 13 - Tampa/St. Petersburg/Sarasota 14 - Seattle/Tacoma 15 - Minneapolis/St. Paul 16 - Miami/Ft. Lauderdale 17 - Cleveland/Akron/Canton 18 - Denver 19 - Orlando/Daytona Beach/Melbourne 20 - Sacramento/Stockton/Modesto 20,386 11,443 8,661 2,789 1,481 991 349 530 642 616 384 307 532 327 469 266 582 182 205 134 261 185 211 98,028 52,241 39,997 12,739 4,388 8,367 2,426 1,325 2,369 2,213 1,300 1,706 3,023 886 3,412 3,209 863 267 3,191 218 526 1,130 683 $2,052,686 $1,202,091 $929,824 $260,301 $135,504 $162742 $55124 $69,139 $60,108 $35850 $32,941 $38,141 $75,489 $18,448 $62,393 $48,119 $20,442 $13,767 $46,511 $4,881 $15,346 $29,135 $17,709 $7.86 $7.41 $7.21 $10 $4 $12 $11 $6 $3 $9 $3 $6 $6 $7 $9 $11 $3 $4 $16 $7 $3 $11 $13 261,078,518 162,212,742 129,011,623 24,460,210 28,705,916 13,052,475 4,953,632 10,984,456 15,606,006 3,606,694 9,127,254 6,150,076 11,624,652 2,610,780 6,672,268 4,149,691 5,227,811 3,440,312 2,880,050 641,437 4,516,632 2,463,828 1,338,553 125,349,677 77,876,127 63,803,645 14,942,808 10,854,506 11,887,073 5,555,047 4,935,946 4,543,314 2,676,805 1,804,972 1,518,245 4,572,157 733,067 4,246,375 1,855,398 1,208,025 689,309 2,044,302 278,424 478,853 740,502 2,310,989 $22.74 $23.72 $24.24 $21.07 $20.78 $37.08 $35.67 $29.46 $21.14 $13.14 $19.37 $28.05 $13.16 $32.04 $33.91 $42.95 $9.48 $32.04 $54.05 $8.69 $13.94 $37.83 $18.55 *Costs, audiences and ads are based on a :15 second ad spot in a 4 week campaign.
Slide 7: Approach All of our digital out-of home media plans are rooted firmly in research. We support effective planning and buying on consumer profile data to ensure maximum effectiveness of the targeting needs of each campaign. Campaigns can be delivered run-of-network or targeted to reach any desired audience. Delivery is optimized within these targets based on observed and expected response – ensuring you get the results you want. Our planning and buying platform allows unlimited combinations of demographic, geographic and venue channel mash-ups. This allows for extremely diverse and complex campaign strategies to be deployed quickly, efficiently and effectively with ADCENTRICITY serving as your single ‘gateway’ for communicating with consumers on the go. Plan nationally and buy locally or plan locally and buy nationally – it’s all under your control. Approaching Your Plan Digital out-of-home planning through ADCENTRICITY is not only targeted and impactful, it’s flexible, fast and simple. There are three primary ways to begin exploring your plan utilizing the power of the partnership between ADCENTRICITY and the networks with whom we work: • • • • Demographic Geographic Category / Channel Dynamic Mix Given that each campaign has unique and specific requirements, a “Dynamic Mix” of any of the above offers the greatest flexibility in campaign planning for sophisticated and innovative campaigns. Ultimately, it’s important to look beyond the venue categories and focus your initial efforts on planning by audience and not by network – this will give you the widest range of opportunities to speak with consumers before assesing categories or geographies as needed for each plan. New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com
Slide 8: Accountability RESEARCH LITE is an extended service that includes pre-packaged and fully customized research studies to measure digital out-of-home campaigns in any North American market. With this turn-key solution, only available from ADCENTRICITY, advertisers can take advantage of narrow focus campaign research around the medium and use it to gain deeper insight on the efficacy of the media impact and contribution to campaign ROI / Return on Objectives evaluation. Working directly with a Peoplecount Research Engineer, a customized intercept survey is designed to best meet the objectives. The objectives may include • • • • • • • • • • • • • Demographics Advertising / brand recall (aided/unaided) Brand awareness Ad awareness Purchase intent Media acceptance Top of mind Sales lift A-B Market comparison Pre/post campaign study Controlled market testing Dwell time, audience verification Noticeability, and more Samsung Instinct: 18% Top-of-Mind for this campaign, + 29% VYA 73% Total unaided brand awarenes, an incredible 49% Increase over the previous year 47% Ad Aware, consider buying a Samsung cell phone 90% Aided recall “We found digital out-of-home to be very effective in garnering good numbers from the target audience with regard to product consideration.” - David Mear,Media Supervisor, Cheil Communications Once the objectives are determined, market definition, venue profile selections and critical time lines are compiled against these objectives and professionally executed. Upon completion of the study, an in-depth analysis and dissemination of the collected campaign / consumer data is formatted within two to three weeks for strategic insight into your initiative. New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com
Slide 9: Activation Why Mobile Matters? Mobile marketing is the fastest growing media category in North America. With iPhones, Blackberrys, Instincts, smart phones, mobile applications, unlimited texting packages and increased bandwidth, mobile marketing as an engagement device presents an incredible opportunity for marketers. Mobile marketing solutions combined with digital out-of-home media (also a leading growth category in advertising) creates a powerful marketing vehicle. • • • • • • Two of the fastest growing categories in advertising - digital out-of-home & mobile Activate consumer dialogue with mobile devices Build SMS databases and extend dialogues Reporting by geography, venue type, channel, ad spot and more Extend the mobile program across your entire campaign Single point-of-contact for the entire initiative An ADCENTRICITY Media Strategist can guide you through the activation of the right mobile solution to complement your digital out-of-home media plan. All solutions are completely based on your campaign strategy and objectives. 1. Call-to-Action; SMS, votes, polls, sweepstakes, contests, promotions, coupons, call-back request, text4info, surveys 2. Retail & Redemption; Mobile coupons (viral coupons), unique PIN numbers (drive2web), ticketing 3. Content Delivery; rich content, ringtones, wallpapers, games, videos 4. Mobile Applications; Mobile Internet Sites (WAP) & Smart Phone Applications (more comprehensive and customized solutions) Activate, engage and extend the conversation with your target consumer utilizing some of today’s most effective and fastest growing media vehicles. ADCENTRICITY can get you there, strategically, quickly and seamlessly. Digital out-of-home media is an engaging vehicle that captures the consumer’s attention where they live, work and play. Adding a mobile component to your digital outof-home plan is a great way to enable consumers to interact with your message. Capture target audiences on the go with supreme hyper-targeting capabilities and engage them interactively through mobile devices. Mobile Activation & Digital OOH Media Digital out-of-home media is an engaging vehicle that captures the consumer’s attention where they live, work and play. Adding a mobile component to your digital outof-home plan is a great way to enable consumers to interact with your message. Capture target audiences on the go with supreme hyper-targeting capabilities and engage them interactively through mobile devices. Mobile Services New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com
Slide 10: Word On The Street “Utilizing ADCENTRICITY, we found digital out-ofhome to be a very effective vehicle in planning and understanding the entire landscape (of the medium). We found digital out-of-home to be the most efficient media.” - Dan Jester, GMMB for the Barak Obama Presidential Campaign Recent Clients: “We enjoyed working with ADCENTRICITY. The client was impressed with our collective ability to strategically use digital OOH to target their consumers and saw the ads in several unique locations. They have decided, from this point forward, to continue to utilize digital OOH for most of their key products” - Chi lp, Account Supervisor, PHD “Time–and timing–is money. For an industry trying to make sense of a complex digital out-of-home world at a time when budgets and human resources are limited, the timing for Adcentricity’s ADVenue product seems ideal.” - Marketing Magazine, April 2009 “Ladies and Gentlemen - This ADVenue is the REAL DEAL - and not just marketing hype. The application gets high marks from me for its usability but its real power is in the database that holds ALL (175,000 screens in over 200 DMA’s) the details of Adcentricity’s partner networks. ADVenue integrates the process with some extremely clever conditional logic that automatically filters the out only the most relevant DOOH network partners.” - Manolo, former Publicis planner and Editor for DailyDOOH.com “Organic now includes this platform in every planning discussion for clients and new business pitches.” - Conor Brady, Chief Creative Officer, Organic