1. Screen Expo May 2010 maximising the appeal of DOOH to advertisers and media buyers James Davies: Hyperspace Director, Posterscope UK & Chief Strategy Officer, Posterscope USA Adam Cherry: Digital Development Manager, Posterscope Worldwide

3. the global marketplace

4. Prism Screen

5. the importance of data

6. consumer behaviour, profiles & attitudes

7. proposal optimisation

8. audience measurement & pricing

9. demonstrating effectiveness

10. compliance

11. marketing

12. identifying target advertisers

13. the importance of flexibility

14. what happens nextQ&A

15. the Posterscope network Taiwan India Philippines Singapore South Africa Europe USA China Malaysia 630people 48 offices 20 countries leading the world from centres of excellence

17. 2,500,000 screens globally*

18. 24% revenue growth in UK

19. 61% growth forecast in USA

20. 22% share in China

21. 300 top brands last year

22. the future of ooh*Source: Prism Screen

23. increasing share of OOH revenue

24. simplicity & consistency

25. simplifying planning

26. Posterscope investment dedicated experts training insight research marketing platforms planning & buying tools client / agency seminars

27. the importance of data consumer behaviour audience profiling attitudes to screens proposal optimisation audience measurement screen consumption slicing the data pricing analysis

28. consumer behaviour average dwell time 18 mins 57% of people entering London using overground rail do not transfer onto the tube 20% of those at termini stations are not there to travel Source: JC Decaux

29. consumer behaviour Source: Digicom

30. consumer behaviour Source: Digicom

31. Consumer attitudes and effectiveness “37% agree that they notice ads on digital screens” “31% agree being on digital makes a brand more innovative” Index 138 “23% tell others about ads they’ve seen on digital screens” “27% think about their finances on the way to work” Index 160 “36% think about what to watch on TV on their commute home” Index 125 “31% agree advertising on a digital screen creates the impression of a quality brand” Index 122 “37% agree that adverts in train stations influence my opinion on a brand” “31% agree being on digital makes a brand more memorable” Index 129 Source: Posterscope OCS study, ABC1 Adults, & frequent rail users

32. audience profiling “I am very ambitious” “52% male” “take risks in business to be successful” “earn £40k+” “I like other people to approve of the brands I buy” “I consider myself an expert when it comes to new technology” “hard juggling responsibilities of work, family and friends” Source: Posterscope OCS study, ABC1 Adults & frequent rail users

33. audience profiling Source: JC Decaux

34. network distribution

35. optimising frequency source: Avanti Screenmedia

36. optimising spot length average time spent watching screen: 46 secs but… people who only glance for 1-2 seconds : 44%

37. calculating campaign audiences gross audience how manypeople might see a screen (throughput) # that actually pass a screen # that look at a screen how many screens will they pass/see probability of my ad being on display how long people view for net impacts (impressions) cover/reach & frequency (estimate it if necessary) example considerations

38. cost per campaign cost per thousand impacts cost per thousand impacts against specific audiences cost per venue cost per % of cover Relative figures for other media / OOH formats expressing cost

39. effectiveness research 64% said they would be more likely to watch the show as a result of seeing the digital advertising source: 2008 Posterscope research

40. generating talkability for the Guinness hands campaignbar screensgenerated 44%more talkabilitythantv source: 2007 Posterscope research

41. compliance & marketing compliance & communicating issues marketing mpeg of copy in situ photos in situ video

42. unhelpful marketing

43. unhelpful marketing

44. unhelpful marketing

45. unhelpful marketing

46. unhelpful marketing

47. unhelpful marketing eyeconic

48. unhelpful marketing

49. unhelpful marketing

50. exemplary marketing

51. exemplary marketing

52. exemplary marketing

53. exemplary marketing

54. exemplary marketing

55. exemplary marketing

56. exemplary marketing

57. exemplary marketing

58. exemplary marketing

59. Screengallery

60. electric-avenue

61. creative optimisation guide

62. identifying target advertisers understand your competition (build it & they will come ?) matching your audience local versus national trade marketing ? light OOH users (offer flexibility etc)

63. the importance of flexibility

64. short lead times booked 1 day prior

65. short lead times thermal activation

66. short lead times booked on day of transmission

67. flexible durations / dayparts 1 day only 4pm – 9pm

68. ultimate flexibility

69. what happens next ? more streaming data & social integration

70. what happens next ? apps & screens

72. new inputs e.g. oyster cards, loyalty data, stock levels

73. new Postar (flighting & dayparts)

74. outcomes e.g. search data, sales, web traffic

75. real-time optimisation of creative, locations, days, dayparts etcwhat happens next ? optimisation

77. increased evidence & understanding of the role for branded content ooh made the brand proposition lessconfusing for 52% of consumers

79. consumer behaviour, profiles & attitudes

80. proposal optimisation

81. audience measurement & pricing

82. demonstrating effectiveness

83. compliance

84. marketing

85. identifying target advertisers

86. the importance of flexibility

88. content ?

89. what else ?