Media KitFebruary 2010
TAXI NETWORK
2
Honolulu
Sacramento
San Jose
Mexico City
ClearwaterMiami
Atlanta
Sao Paolo
Buenos Aires
DallasSavannah
Toronto
New YorkParis
WarsawLondon
Bangalore
Singapore
TaipeiHong Kong
Manila
Beijing
Spain
ItalyChina
Russia
India
Turkey
Australia
Dublin
UNATTENDED WIRELESS IP CONTACTLESS
FIRST, WHO ARE WE?
The technology and digital payment solutions provider with networks worldwide. VeriFone is now a leader in networks of Taxi media & digital captive media environments with VeriFone Media Solutions
MEDIA SOLUTIONS
3
No other company in the payment industryhas more connections worldwide
Taxis/Transportati
on
Gas Station
sMajor
RetailersMacy’s, Whole Foods,
Walmart
Card Brands
Restaurants &
Hospitality
Processing/ SecurityVIP’s
POS Systems
Global Industry Leaders
WE ARE CONNECTED TO MORE THAN YOU THINK
• 50% market share of installed payment systems
• 149 of the top 250 U.S. retail chains use VeriFone
• Touches virtually all elements of the Value Chain
• Extensive partner network worldwide; employees in over 40 countries
Overview & BenefitsVERIFONE TAXI MEDIA
5
OVERVIEW
• Traditional and cutting edge Digital Taxi Media in 23 major markets
• 25,000+ taxis across 23 markets
• Dense penetration in major pedestrian cities and continuing to expand
VeriFone Media Solutions is the premier taxi media platform that delivers quality impressions in hard-to-reach and extended dwell “cab”tive environments
1.5 Billion Daily Impressions Across 23 Markets
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TAXI MEDIA DELIVERS RESULTS
National Platform • 20,000 Tops Nationwide with Local
Market Knowledge • 15 of the top 20 DMAs
Branding Power • “The Frequency Medium”
Downtown Domination of Major Cities
• Taxis go where the people are
Digital Technology• Taxi Entertainment Network (TEN)
Innovative Products and Programs
• Buzz-worthy and high impact
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EFFECTIVENESS
• Follow daily traffic and population flow patterns
• Iconic, unavoidable medium• Target highly desirable
entertainment, shopping, and financial districts
• Impactful, top of mind awareness
• Visible 24 hours per day • Close proximity to point of
purchase• The best of billboards and buses
– mobility and illumination • the only unaffected traditional
media outlet that can effectively launch social media conversations
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NATIONAL FOOTPRINT - 23 MARKETS
D = Digital Taxi TVT = Traditional Tops
MiamiD 260
T 520
Wash DCBaltimore
D 300
T 580
BostonD 1000
T 1500
ChicagoD 200
T 1920
Las Vegas
D 250
T 2500
SanFrancisco
D Future
T 650
NYCD 12000
T 6600
Seattle
Los Angeles
San Diego Phoenix
Dallas
Austin
San AntonioHouston
New Orleans
Kansas City
MemphisAtlanta
Jacksonville
OrlandoClearwater/
St. Peterburg
DetroitPhiladelphia
Long Island
Newport
Providence
TRADITIONALTraditional Taxi Displays
DIGITALTaxi Entertainment
Network
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AUDIENCE PROFILE
Source: Scarborough 2008 Release 2
• 64% Adults 18-49• 51% Female, 49% Male• 41% have an average HHI
$75k+• 44% have a college or
post-graduate degree• Highly active and on-the-
go consumers
• 69% Adults 18-49• 51% Female, 49% Male• 57% have an average
HHI $75k+• 49% have a college or
post-graduate degree• Highly active and on-the-
go consumers
MEDIA SOLUTIONS – DIGITAL
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Taxi Entertainment Network
• Engage with a desirable and captive audience
• Interactive capabilities deliver results
• Dwell times exceed 14 minutes
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MEDIA SOLUTIONS –TAXI TOPS
MEDIA SOLUTIONS CONT’D
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Taxi Trunks• Cost effective way to utilize back of taxi dwell
time
Door Wraps• Enlarge your visual footprint
Full Taxi Wrap• Powerful way to engage consumers with your
brand
Staging• Make a splash in a big way. Buzz-worthy
marketing.
Interiors• Unavoidable outlet for captive taxi passengers
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MEDIA SOLUTIONS CONT’D24/7 Magazine & Website• Powerfull Las Vegas Tourist
info brand
Mobile Billboards• Large-scale displayReceipts• Couponing
Sampling• Allow consumers to walk
away with your brand
Conventions• Marketing around events and
trade shows
Zoning• Targeting specific areas of the
city
Traditional Taxi DisplaysNETWORK SOLUTIONS
WHY VERIFONE MEDIA SOLUTIONS?
• Most taxis in the most markets for the most coverage• Over a decade of providing reliable, trusted service and
programs to thousands of advertisers• Marketing professionals who work with clients to realize tangible
results• Variety of products and services in multiple markets to meet
demanding client needs
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2 SIDED ILLUMINATED TOPS
• Post different creative on each side of the top
• Messaging can be seen 24hrs/day
• Standard billboard size creative
• Atlanta• Baltimore• Buffalo• Chicago• Dallas• Miami• New OrleansM
A R
K E
T S • Orlando
• Philadelphia• Phoenix• San Francisco/
Oakland• Seattle/Tacoma• Washington DC
Taxi media can be available upon request in other markets
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EXTENSION TOPS
• Take your taxi top to a new dimension
• Extend creative up and out
• Messaging can be seen 24hrs/day
• Atlanta• Baltimore• Boston• Buffalo• Las Vegas• Miami• New Orleans• New YorkM
A R
K E
T S
• Orlando• Philadelphia• Phoenix• San Diego• San Francisco/
Oakland• Seattle/Tacoma• Washington DC
Taxi media can be available upon request in other markets
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Thomas DooleyPresident, TDA Advertising & DesignBoulder, CO
CUSTOM 3D TOPS• Make the consumer stop
and stare• Create memorable
messaging• Outdoor at its finest –
Unique, creative, with mass reach & frequency
• Atlanta• Boston• Las Vegas• Miami• New Orleans• Orlando• San Francisco/Oakland• Washington DC
M A
R K
E T
S “We needed to get Celestial Seasonings’ new tea box designs some major exposure. What better than making them huge and placing them on top of cabs?”
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FULL TAXI WRAPS
• 360 degree media• Unavoidable messaging• Utilize full square footage of taxi
• Boston• Chicago• Las Vegas• New Orleans• New York• San
Francisco/Oakland
M A
R K
E T
S
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4-DOOR WRAPS
• 360 degree media• Unavoidable messaging• Enlarge your top footprint
• Chicago• Las Vegas• Miami• San Francisco/
OaklandM A
R K
E T
S
• Generate buzz around your brand
• Great for conventions and promotional efforts
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EVENT STAGING
Ft. Lauderdale Tourism, New York 2010
• Atlanta• Baltimore• Boston• Buffalo• Chicago• Dallas• Houston• Las Vegas• Miami
M A
R K
E T
S
• New Orleans• New York• Orlando• Philadelphia• Phoenix• San Diego• San
Fran./Oakland• Seattle/Tacoma• Washington DCTaxi media can be available upon request in other markets
• Impact from time conventioneers arrive at airports, all through the convention and when they leave
• Stand out power at events
• Bundle Taxi Receipts, Sampling, Tops for powerful in-hand branding mix
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CONVENTION PROMOS
• Atlanta• Baltimore• Boston• Buffalo• ChicagoM
A R
K E
T
S
• Dallas• Detroit• Houston• Las
Vegas• Memphis
• Miami• New
Orleans• New York• Orlando• Philadelphi
a
• Phoenix• San Diego• San
Francisco/Oakland• Seattle/Tacoma• Washington DC
GREEN FLEET
• Connect your brand exclusively to hybrid taxis
• Send messaging that displays active concern for the environment
• Tops and wraps available
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• Boston• Chicago• New York• San Francisco
M A
R K
E T
S
Taxi Entertainment Network
DIGITAL NETWORK SOLUTIONSNEW YORK
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TAXI ENTERTAINMENT NETWORK BENEFITS
Reach a desirable audience in an uncluttered media environment• Captive audience• Extended dwell time• Personal viewing experience• Full sight, sound, motion• Flexible, quick turnaround
Advertising solutions from engagement to action• Measurable• Targeted• Impactful• Interactive• Accountable
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STRENGTH IN THE MARKETPLACEVTN TV Radio Print Internet OOH
Sight X X X X XSound X X X XMotion X X X XNon-Skipable X X X XInteractive X X XGuaranteed Impressions X X
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TAXI ENTERTAINMENT NETWORK REACH
• New York, Boston, Chicago, Washington DC, Miami/Ft. Lauderdale, Las Vegas
• 14,000+ TaxiTV taxisacross six markets
• 28,700 possible taxis inselect market universe
• Penetration in 6 majormarkets with high taxidensity and ridership
11.3 Million Monthly Impressions Across 6 Markets
CONTENT PROVIDERS
• Partnered with leading content providers– NBC and WABC in NYC– ABC News & Entertainment in all other markets
• Custom segments are tailored to the extended dwell time taxi environment
• Engaging segments provide an unparalleled viewing experience
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TAXI COVERAGEProvides coverage in environments with limited digital displays:“taxis go where people go”
TAXITV NETWORK REACH/COVERAGE
Downtown Boston including primary Business and Financial districts, Fanuel Hall, Waterfront, Fenway Park plus Logan Airport.
Manhattan including the Financial District, Upper East and West sides, Midtown Business district, the Villages, SOHO, and Tribeca plus the NY area airports.
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TAXITV NETWORK REACH/COVERAGETaxi coverage in Washington
D.C.
The yellow area of the maps outlines the scope of the market coverage
Taxi coverage in Miami
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TAXITV NETWORK REACH/COVERAGETaxi coverage in Las Vegas
Taxi coverage in Chicago
The yellow area of the maps outlinesthe scope of the market coverage
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LOOP STRUCTURE
Programming only plays when there are passengers
Program features and ads play throughout the ride
Equal distribution of content and ads
Content is refreshed
3-4 times per day
00:20T&L Commission
Info (one time only)Media Loop
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NUMBERS YOU CAN RELY ONBackend technology measures every fare and every file
played, so the numbers we present are proven, accurate and verifiable
Over 85% of the network is “fleet” taxis, that operate twice as much as independently owned
taxis 8542
NYC taxis average 42 fares a day ...most operate 24/7
An advertiser’s commercial will be seen an average of 21 times a day211.4The average number of passengers
is 1.4 per fare
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TARGETING CAPABILITIES
• Target specific audiences– Business travelers, frequent travelers, decision makers, etc.– Target around events/conferences
• Geo-targeting (NY only)- Ad will only play in specified zones
• Dayparting
Customized messaging to target key audience segments
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NEW YORK TAXITV SOLUTIONS
City Total VMSTaxis
Total Taxisin NYC Mkt
ScreenSize
# of Rides/Day
4-weekImpression
s
New York 12,200 13,200 10” 29 10,000,000
:30 Video with Banner Microsite with Banner Expandable Banner Clock Sponsorship Tab Sponsorship Premium ad positions
at start of program Payment screen Neighborhood Eats Weather
S O
L U
T I
O N
S
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VIDEO SPOT & BANNER
(WABC) (NBC)
All video content and advertisements play in the right-hand window and a header banner is tied to the spot.
Video area dominates the screen to make it easy for passengers to view. All video content and advertisements play in the window above and a tower banner is tied to the spot.
TAXI ENTERTAINMENT NETWORK
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MICROSITES & EXPANDABLE BANNERSWABC
Microsite NBC Expandable Banner
Viewers tap banner ad to view microsite in content area. Images can be Flash animations or static jpgs.
Horizontal banner ad - video area repositions to the right side of the screen. Appears below the video to maintain brand awareness.Your Expandable Banner Ad gives extra space to display images and text to the captive audience! The expandable banner and the horizontal banner beneath the video area remain on screen until the video feature ends.
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CLOCK SPONSORSHIP
Flash animation can be used for clock sponsorship.
Static logo can be used for clock sponsorship.
(WABC) (NBC)TAXI ENTERTAINMENT NETWORK
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TAB & TICKER SPONSORSHIP
Tab sponsorships include logo on all content pages of section.
Ticker sponsors get a :15 slide prominently played in the video area that promotes how passengers can access your sponsored topic.Client logo is on screen when their sponsored ticker appears.
(WABC) (NBC)TAXI ENTERTAINMENT NETWORK
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PAYMENT SCREEN SPONSORSHIP
Client banner appears on Payment Screen, which appears at the time payment is made.
Client video and banner appears on Payment Screen at the time payment is made.
(WABC) (NBC)TAXI ENTERTAINMENT NETWORK
Taxi Entertainment Network
DIGITAL NETWORK SOLUTIONSADDITIONAL MARKETS
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ADDITIONAL MARKETSChicago, Boston, Washington DC, Miami, Las Vegas
City
Current VeriFone
Taxis*
Total VeriFone
Taxis
Total Taxisin Select
MktScreen
Size# of Rides/
Day
4-weekImpressio
ns
Chicago 200 1,182 6,000 6" 35 196,000
Boston 1,000 1,070 2,100 6" 28 784,000
Wash D.C 300 400 4,500 6" 14 117,600
Miami 260 420 1,000 6" 28 203,840
Las Vegas 250 800 2,100 6" 35 490,000
*Current as of February 2010
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ADDITIONAL MARKET SOLUTIONSChicago, Boston, Washington DC, Miami, Las Vegas
Use your creative to engage viewers and link to their mobile device Full screen ad Payment screen Faceplate sponsorship Printed coupons on receipt
back
100% impressions guaranteed
Screen cannot be turned off
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FACEPLATE & PAYMENT SCREEN SPONSORSHIP
Faceplate surrounds screen guaranteeing 100% impressions for all taxi riders.
Sponsor’s banner appears on payment screen, which appears at the time payment is made. Every passenger must interact with the screen at time payment is made whether paying cash or credit.
100% Impressions Guaranteed
24/7 MAGAZINE & WEBSITENETWORK SOLUTIONS
LAS VEGAS
24/7 - LAS VEGAS TOURIST PUBLICATION/WEBSITEUnique all-encompassing marketing channel exclusive to Las Vegas
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• 40 million conventioneers and tourist annually
• Circulation of nearly 500,000• Exclusive in Taxi Distro• High traffic website targeting the LV
Tourist 247vegas.com• High End Pick ups points:
The Grand Canal Shoppes/Fashion Show Mall
• Daily On-Strip dedicated street team• Vegas Values
VEGAS VALUES
The tourist population arrives looking for fun and value. Vegas Values is where they can find discounts on various options of the best that Las Vegas has to offer.
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• Exclusive distribution of 185,000 monthly in 1000 taxis
• Daily On-Strip hand-outs, downtown at the Fremont Street information & show tickets booth
• Drive-up market between California and Nevada
• Large presence on 247vegas.com
Appendix
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TAXI MEDIA PRODUCTS BY MARKETS
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PRIZM LIFESTAGE & SOCIAL GROUP SUMMARY… Of American Express Card Member Taxi Riders
Lifestage Summary Social Group Summary
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PRIZM Social Group Summary for Consumer Cardmembers
Social Group Summary • Social Groups allow you to view consumers through the lens of affluence and population density.
• The most affluent suburban social group, Elite Suburbs is a world of six-figure incomes, post-graduate degrees, single-family homes, and managerial and professional occupations. These individuals are predominantly white and Asian. Befitting their lofty salaries, members purchase large homes, expensive clothes, and luxury cars. They also hold a large share of the nation's personal net worth.• The Landed Gentry social group consists of wealthy Americans who migrated to the smaller boomtowns. Many of the households contain individuals with college degrees, professional jobs, and expansive homes. They can afford to spend heavily on consumer electronics, computers, luxury cars, powerboats, books and magazines, children's toys, and exercise equipment.
• The Urban Uptown segment members tend to be affluent to middle class, college educated, and ethnically diverse, with above-average concentrations of Asian and Hispanic Americans. Residents share an upscale, urban perspective that's reflected in their marketplace choices: they support the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computers.
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PRIZM Lifestage Group Summary for Consumer Cardmembers
Lifestage Group Summary • Lifestage groups are useful when you want to zero in on age, affluence, and presence of children.
• The Affluent Empty Nest segment features middle-aged, upscale couples who are college educated, and hold executive and professional positions. Their neighborhoods are found across a variety of landscapes and they share a propensity for living in large, older homes. These consumers have plenty of disposable cash to finance active lifestyles rich in travel, cultural events, and exercise equipment.
• The Midlife Success segment typically is filled with suburban or ex-urban childless singles and couples in their thirties and forties. The wealthiest members of this group are white, college-educated residents who make six-figure incomes. Consumers here are big fans of the latest technology, financial products, aerobic exercise, and travel.
• Young, hip singles, ranging from working class to well-to-do, comprise Young Achievers, a group of twenty-somethings who've recently settled in metro neighborhoods. This segment contains a high percentage of Asian singles, and there's a decidedly progressive sensibility in their tastes as reflected in the group's liberal politics, alternative music, and lively nightlife.
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FORBES BANNER/MICROSITE CASE STUDY
Forbes Banner Ad Engagement
MICROSITE DATE VIEWS TOUCHES PCTACTIVE CABS
Monday 11/12/2007 57265 4076 7.12 % 2381
Tuesday 11/13/2007 71347 4502 6.31 % 2428
Wednesday 11/14/2007 80749 5354 6.63 % 2433
Thursday 11/15/2007 90759 6092 6.71 % 2477
Friday 11/16/2007 65937 4339 6.58 % 2494
Saturday 11/17/2007 78358 6384 8.15 % 2470
Sunday 11/18/2007 65368 5073 7.76 % 2406
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LORD & TAYLOR BANNER/MICROSITE EXAMPLE
Trip DateImpression
s
Total x banner
ranBanner Touches Pct
Mobile Entries
Web Entries
Entry Pct
Total Cabs
3/17/2009 208,416 120,414 2,197 1.8 168 117 13% 6,321
3/18/2009 285,220 165,036 2,551 1.5 189 128 12% 6,355
3/19/2009 313,914 181,233 3,173 1.8 211 98 10% 6,343
3/20/2009 266,718 166,307 2,618 1.6 197 99 11% 6,360
3/21/2009 210,436 150,736 2,504 1.7 116 45 6% 6,2153/22/2009 176,244 125,597 1,941 1.5 99 53 8% 6,054
3/23/2009 163,687 117,572 1,264 1.1 156 97 20% 6,297
3/24/2009 160,012 118,381 1,213 1 138 75 18% 6,321
3/25/2009 171,280 126,313 1,216 1 126 69 16% 6,345
3/26/2009 194,827 138,150 1,901 1.4 128 68 10% 6,3663/27/2009 203,817 140,779 1,843 1.3 89 43 7% 6,357
3/28/2009 227,218 162,048 2,501 1.5 103 22 5% 6,206
3/29/2009 185,466 133,037 2,043 1.5 92 34 6% 6,053
3/30/2009 127,472 83,692 978 1.2 39 64 11% 6,307
3/31/2009 485 321 5 1.6 1 8 180% 6,327 2,895,212 1,929,616 27,948 1.4 1852 1020 10% 94,227
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HSBC BANNER/MICROSITE CASE STUDY
HSBC Banner Ad Engagement
MICROSITE DATE VIEWS TOUCHES PCTACTIVE CABS
Monday 11/12/2007 55269 1187 2.15 % 2381
Tuesday 11/13/2007 69451 1219 1.76 % 2428
Wednesday 11/14/2007 81205 1706 2.10 % 2433
Thursday 11/15/2007 90793 1755 1.93 % 2477
Friday 11/16/2007 65411 1381 2.11 % 2494
Saturday 11/17/2007 78271 1972 2.52 % 2470
Sunday 11/18/2007 63877 1542 2.41 % 2406
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NEW YORK CITY TAXI CAB DEMOGRAPHIC DATA A G E
S K E W S L I G H T L Y F E M A L E E D U C A T I O N L E V E L
U P S C A L E18-3435-49
65+
50-5455-64
18-49 – 69%25-54 – 69%35-64 – 54%
69% are Adults 18-49
Some High School(non-grad)High SchoolGraduate
Some College(1-3 years)
College Grador more
Source: NY Scarborough 2008 Release 2
51% 49%
Female
Male
60% have household income of $75k+ < $50K +
$50-$75K +
$75-$100K +$100-$150k +
$150-$250k +$250K+ $75K+ – 60%
$100K – 48%$150K – 29%