Bangkok Interactive In-Taxi

Media Network

The Reach of Conventional Media with

the Effectiveness of the Internet

Touchmedia

1. Overview

2. Product Value Proposition

3. About Touchmedia

4. Pricing

5. International Case Studies

Agenda

Touchmedia’s in-taxi media network, Bangkok largest, distributes advertising, entertainment information and unique interactive experiences.

Touchmedia has five years contract with more than 44.000 taxis in Bangkok.

This gives us the capacity to reach over 61.776.000 passengers per months.

A Bangkok taxis averages 36 trips per day with over 1.3 backseat passengers in 1 month

36 trips x 1.3 backseat passengers x 30 days x 44.000 taxis = 61.776.000 passengers

Overview

Touchmedia Value Proposition

More Involving

Advertising

More

Cost-efficient

Targeting

Greater

Effectiveness

Precise

Measurability

Innovative Functionalities

Touchmedia Uniquely Meets 5 Client Needs:

Viewers select the information that interests them

The interactive advertising itself is entertaining, so they can do quizzes, play brand

games, answer questions, see product demonstrations and enter promotions

The result is dramatically longer viewing times (usually 80+ seconds* versus 2

to 6 seconds for most other print and outdoor media.)

Taxis are a captive environment, quiet, 1-on-1, conducive to consumer engagement

for 50 % of viewers

1. More Involving Advertising

Theater Videos and

flash programs

Icons Interactive

Flash Programs

The above tables show that taxi passengers have considerably more disposable income.

More spending power to buy your products or services.

*For 38 % of passenger the actual figures will be considerably higher.

2a. More Cost-Efficient Targeting

Data source: Bts Group Survey

Average Taxi Passengers: Bangkok*

9.0

35.0

56.0

Thb 15,000-22,499

Thb 22,500-49,999

Thb 50,000 or more

Data source:Thai National statistic office

Average Income: Bangkok

53.5

37.9

8.6

Thb 7,000-9,999

Thb 10,000-29,999

Thb 30,000 or more

Viewers of Video

• 1,393,000 seeing TVCs on average 1.61 times Icons Entrants

• 171,000, roughly half spend over 1½ minutes in the icon.

A Bangkok taxi averages 36 trips per day, with over 1.3 backseat passengers.

In 1 month 36 trips x 1.3 backseat passengers x 30 days = 1,404,000 people.)

*Results taken from international study of same media platform - not Touchmedia Thailand.

Taxis deliver large numbers

Backseat passengers only, for 1,000 taxis, in 1 month

Bangkok

2b. More Cost-Efficient Targeting*

0

20

40

60

80

100

120

Item 1 Item 2 Item 3 Item 4

Fully agree

Agree

Think it's right

Negative

Taxi Passengers like the media and find it useful…

3a. Greater Effectiveness*

Item 1 Taxi media is a good channel for product information

Item 2 Taxi media is a good way to occupy one’s time

Item 3 I usually use the screen

Item 4 I recall messages delivered on taxi media well

Data source : indipendent research provided by a retail client

*Results taken from international study of same media platform - not Touchmedia Thailand.

Disney

GE

Skoda

Pepsi

Estee Lauder

Disney GE Skoda Pepsi Estee

Lauder

Jan. 69.2 44.2 53.8 73.1 42.3

Feb. 72 45.6 60.8 68 44.8

Average 71.2 45.2 58.8 69.5 44.1

Average Recall Rate from

Because it is interactive, RECALL is exceptional

10%

% Recall

NOTE: Average recall

1 to 2 months after

viewing is around

10 % for TV and

press; less for

newspapers &

magazines.

3b. Greater Effectiveness*

*Results taken from international study of same media platform - not Touchmedia Thailand.

Data source : indipendent research

provided by a retail client

HSBC sponsors “Walking With

Dinosaurs”

Mercedes Stadium event organizer,

“We saw a 20% spike in ticket

sales from the day the advertising

launched on Touchmedia”

20% of sales was 30,000 tickets, a

result they have seen with no other

media.

Diesel 30th birthday promotion. Buy a one-

off designer pair of jeans for THB 500. 1

day only/1 store only. Target:

sell 200 pairs.

ONLY media used: Tvc’s in taxis.

10.00 The store opens to a queue

of 3,000 people.

10.30 The 2400 jeans had sold out.

10.40 Police arrive to control

1,500 people unable to get jeans.

3c. Greater Effectiveness *

*Results taken from international study of same media platform - not Touchmedia Thailand.

Each individual trip is measured giving a far more accurate ROI for advertisers

Every client receives a detailed report. Data we can measure:

Allows detailed profiles Gender, Interests, Responsiveness, Location

(home and office) Use CRM to build a relationship beyond the taxi

Trip / Viewers No. Of Trips No. of Passengers

Video Number of Plays Duration

Icon Icons Chosen Time; Pages Viewed

Location (Bangkok) Pickup point Drop Off point

Promotion Response Rates Mobile Downloads

Contact Details Phone Numbers Emails

4. Precise Measurability

Relationships established with potential customers

can be maintained beyond the taxi

5. Innovative Functionalities

Time-based advertising

Location-based advertising

Download Apps to mobiles

Download e Coupons to mobiles

Market research

3G

SMS direct from the screen

13

Why is Touchmedia so Effective?

Advantage #2: Demographics

Taxis concentrate a Target Audience that’s affluent, educated, white collar

and has high levels of expenditure, in larger numbers than other media.

Advantage #1: Involvement

Viewers select material that interests them. Ads are entertaining – try

make up on a model, look around a new car inside and out. More

involving means a longer viewing time, around 80 seconds.

Advantage #4: Precise Measurability and Contact Details

Each trip and what the viewer did is measured and recorded. We can

even collect contact details right on the screen.

Advantage #5: New Functionalities:

Viewers can download information, catalogues, promotions, store locations

and coupons Ads can be adjusted on the screen for taxi location and time

Advantage #3: Greater Effectiveness

Interactivity and longer viewing times mean higher recall and response.

Often many times higher.

Theater Videos and

flash programs

Icons Interactive

Flash Programs

What is Touchmedia: The Unit

The viewing screen has 2 parts:

A video “Theater” that runs 18 to 24 minutes. This is the same as the

average taxi ride so each passenger will see the loop through once.

And “Icon” buttons that call up the interactive programs on the screen.

Over 200 clients spanning most ad industry categories

Two thirds do multiple programs vs. average new media level of below 15%

Mix of international and local clients

Examples of International clients

benefit from taxi advertising

Sampling campaign target: 4,000

4 million viewers; 210,000 enter sampling

Qualified 30,000 by gender, age, usage and purchase frequency

Hugo Boss*

Qualifying Prospects

Citibank, Standard Chartered, etc.

Apply on screen and confirm with follow

up call.

One bank has run 5 programs

With 22,000 loan applications

Loans “in the hundreds of millions”

Banks*

Personal Loans

*Results taken from international study of same media platform - not Touchmedia Thailand.

Dyrberg/Kern Jewelry –1 month

ad used by 1.1 million passengers

56,000 phone numbers entered to

download MMS discount coupon

1,500+ redeemed with spend of several

million THB

Dyrberg/Kern Jewelry*

MMS Coupon

600,000 passengers entered the interactive icon where they could download a branded ECCO pedometer App for their phone

10,000+ regular users of the App in ongoing dialogue with ECCO

Ecco Shoes*

Mobile Phone App

*Results taken from international study of same media platform - not Touchmedia Thailand.

Touchmedia - driving

your message home

Thank You!