Engaging Elusive Targets

Engaging Elusive Targets

The Elusive Audience

2007 Nielsen Ad Share 81% Newspaper 42% Television 39% Mag 7% Radio 6% OOH 6%

Consumers will continue to look for less interrupted media experiences, and advertisers will need new models that don t fall back on the old interruption model Shane Steel, former Director for Interactive Marketing for Coca-Cola

A Day in The Life DIL I Time Spent Inside/Outside Home, Commuting Habits, Shopping Behaviour DIL II Relevance and Impact of OOH vs. Other Media

A Day in Life ll Ipsos Online Panel Survey 3,346 respondents, age 12-64 Survey Dates January 28 February 11, 2008 Markets Weighting Vancouver, Calgary, Edmonton, Toronto, Montreal By gender and age in each market and overall weight of each city and total sample

Active Time Spent Outside the Home Gender Index Total 53% 100 56% 106 49% 92

Active Time Spent Outside the Home Age Index Total 53% 100 12-17 55% 104 18-34 56% 106 35-54 52% 98 55-64 47% 89 *Total Average # of Hours: 8.6

Active Time Spent Outside the Home Market INDEX Total 53% 100 Toronto 54% 102 Vancouver 53% 100 Montreal 52% 98 Calgary 52% 98 Edmonton 50% 94

Consumer s Perceived Amount of Advertising and Attention Levels Photo of media inside the home

Airport Ads OOH Media Measured Shopping Mall Indoor Digital Screens in Elevators College & Universities Health & Fitness Medical Waiting Room Restos & Bars Store Dressing Room Parking Lots

Billboards OOH Media Measured Outdoor Bus Subway Bus Shelter

Exposure to Advertising Exposure to Advertising in General Too Much Advertising Segmentation Breakout

Perceived Amount of Advertising by Medium % having too much advertising Overall 72% Television 83% Internet Magazine 69% 73% Indoor 24% Outdoor 29% Radio 62% Newspaper 55% Total OOH 26%

Perceived Amount of Advertising by Indoor Medium % having too much advertising Overall Indoor NET Shopping malls Colleges & Universities Restos & Bars Airports Health & Fitness Office elevators Parking lots Store dressing room Medical waiting room 24% 26% 25% 23% 21% 19% 18% 18% 32% 32% 72%

Perceived Amount of Advertising by Outdoor Medium % having too much advertising Overall 72% Outdoor NET 29% Billboards 42% Transit 33% Bus shelter 20%

Toronto Perceived Amount of Advertising by Medium % having too much advertising Overall 72% Television 80% Internet 73% Magazine 63% Radio Newspaper 52% 60% Indoor 24% Outdoor 29% Total OOH 26%

Montreal Perceived Amount of Advertising by Medium % having too much advertising Overall 71% Television 85% Internet 72% Magazine Radio 62% 70% Indoor 24% Outdoor 29% Newspaper 59% Total OOH 26%

Vancouver Perceived Amount of Advertising by Medium % having too much advertising Overall 73% Television 84% Internet Magazine 75% 74% Radio 65% Newspaper Total OOH 26% 51% Indoor 24% Outdoor 29%

Time Spent With Various Media

Time Spent Share of Weekly Media Exposure Total Respondents 13% 4% 3% 22% Internet OOH TV 25% 33% Radio Newspapers Magazines 33% of total respondents weekly media time is spent with OOH.

Time Spent Share of Weekly Media Exposure Age OOH 18-24 31 32 23 10 22 Internet TV Radio Newspapers Magazines 25-49 29 24 27 15 2 3 Exposure to OOH is similar for both age groups.

Advertising Avoidance

Advertising Avoidance % having Always Avoid/Often Avoid advertising Internet 73% Newspaper Magazine Television OOH Radio 56% 56% 52% 51% 46% Indoor 53% Outdoor 47%

Television Avoiders 51% of total respondents said they often or always avoid TV advertising.

% Often/Always Avoid TV Ads Time Spent (hours) Television Time Spent vs. % Avoid Time Spent with Television versus % Often/Always Avoid by Age 70 60 50 40 30 20 10 3.0 35.8 3.1 47.4 3.6 45 3.9 59.2 4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0 0.0 12-17 18-24 25-34 35-64 Time Spent hours % Avoid Source: DIL I and DIL II

TV Avoiders % who Always Avoid/Often Avoid TV advertising Often/Always Watch/Listen Other Media 26% 29% 32% 40% Indoor 36% Outdoor 48% 10% Internet Magazines Newspapers Radio Total OOH

Decision Makers % having Always Avoid/Often Avoid TV advertising Often/Always Often/Always Watch/Listen Watch/Listen Other Other Media Media 35% 30% 38% 46% Indoor: 44% Outdoor: 54% 13% Internet Magazines Newspapers Radio Total OOH

Newspaper Avoiders 52% of total respondents said they often or always avoid newspaper advertising.

% Often/Always Avoid Newspaper Ads Time Spent (hours) Newspaper Time Spent vs. % Avoid Time Spent with Television versus % Often/Always Avoid by Age 62 60 58 56 54 52 59.5 59.8 0.4 0.3 0.4 0.5 56.3 0.6 0.5 0.4 0.3 0.2 50 50 0.1 48 12-17 18-24 25-34 35-64 0.0 Time hours % Avoid Source: DIL I and DIL II

Newspaper Avoiders % who Always Avoid/Often Avoid Newspaper Advertising Often/Always Watch/Listen Other Media 33% 38% 40% Indoor 34% Outdoor 48% 21% 13% Internet Magazines TV Total OOH Radio

Decision Makers % having Always Avoid/Often Avoid Newspaper advertising Often/Always Watch/Listen Other Media 31% 42% 46% Indoor: 38% Outdoor: 50% 19% 13% Internet Magazines Television Total OOH Radio

Internet Avoiders 73% of total respondents said they often or always avoid Internet advertising.

% Often/Always Avoid Internet Ads Time Spent (hours) Internet Time Spent vs. % Avoid Time Spent with Internet versus % Often/Always Avoid by Age 90 80 70 60 63 69.5 72.2 76.4 4.5 4.0 3.5 3.0 50 2.5 40 2.0 30 1.5 20 1.0 10 0 3.7 4.4 3.5 3.4 0.5 0.0 12-17 18-24 25-34 35-64 Time spent hours % Avoid Source: DIL I and DIL II

Internet Avoiders % having Always Avoid/Often Avoid Internet advertising Often/Always Watch/Listen 42% 45% 34% 33% 35% Indoor 38% Outdoor 52% Newspapers Magazines Television Total OOH Radio

Decision Makers % having Always Avoid/Often Avoid Internet advertising Often/Always Watch/Listen Other Media Often/Always Watch/Listen 38% 36% 39% 46% 50% Indoor: 44% Outdoor: 54% TV Magazines Newspapers Total OOH Radio

OOH in a Media Mix

Mentos Gum

The campaign generated very high impact due to the synergy created by the multiple OOH formats with the recall results surpassing norms by 46%. In a low involvement category, the campaign generated high appreciation and talk value with 50 media properties and blogs around the world. Alia Abouzeid Account Director Cossette Media

OOH s Influence Greater than Ad Spend

Media Efficiency

Media Contribution

US Ad Expenditures General Motors Spend Influence 40.3 16.9 17 12.2 6.7 1.2 10.2 17.5 6.4 3 3.6 8.7 Magazines Newspaper Outdoor TV Radio Internet Ford Spend Influence 40.9 17 16.5 18 13.1 5.9 0.8 11.9 1.5 6.7 3.9 8.4 Magazines Newspaper Outdoor TV Radio Internet Toyota Spend Influence 39.5 13 19 2.6 15.8 1.1 10.5 16.8 1.4 5.3 2.8 8.6 Source: BIG Research Magazines Newspaper Outdoor TV Radio Internet

When you look at which media their customers say influences them to purchase a car; they are over allocating ad dollars on TV and underspending on Internet, Outdoor, Radio and Print. Gary Drenik President BIG Research

Canadian Ad Expenditures for Automakers Newspaper Magazines Outdoor Radio TV 0 20 40 60 80 Source: 2007 Nielsen Ad Expenditure Report

Leveraging Technology to Reach Elusive Consumers

Consumer Behaviour % sending a text message within past 3 months after seeing Indoor/Outdoor ad DITL 1 DITL 2 Toronto 4.8 4.7 Montreal 3.2 6.0 Vancouver 3.2 6.9 Females 2.7 4.3 Males 4.4 6.5

Leveraging Technology - SMS The response to the text call-to-action was excellent, the Outdoor TAG campaign exceeded our benchmarks even beyond results from national TV partnership campaigns, proving that Out-of-Home and mobile messaging are ideally suited to reach today s mobile consumer. Brad Murphy, Vortex Mobile

Leveraging Technology - Bluetooth SYNC is one demonstration of our commitment to innovation and forward thinking and we wanted a communication strategy that fit this thinking. Implementing a Bluetooth campaign successfully delivered on that strategy. Jim Hartford Director, Marketing Communications Ford Canada

Consumer Behaviour % visiting a website within past 3 months after seeing Indoor/Outdoor ad DITL 1 DITL 2 Toronto 29.5 36.9 Montreal 27.8 37.7 Vancouver 27.6 38.3 Females 29.5 38.3 Males 29.0 35.7

Leveraging Technology Driving Traffic to Web

OOH Digital Networks

OOH Digital Research 18 34 year olds General adults Base: Among those that have seen ads in the media in the past week. Source: Digital Out-of-Home Media Awareness and Attitude Study 2007, OTX

Influencing Purchase Decisions Esso Gas Station

Time of Day Shopped During commute: 64% During meal/break times: 43%

Study Learning Majority of respondents believe they are exposed to too much advertising, especially TV and Internet. Most respondents feel that there is just the right amount of advertising in each out-of-home media.

Study Learning There is a high level of avoidance for TV, Newspaper and Internet advertising. Avoiders are more receptive towards advertising presented outside of their home

Study Learning Time Spent with Media Exposure to OOH media compares favourably to other media sources In a Media Mix, OOH: Extends reach Improves brand metrics Influences purchase

Study Learning Integrating technology with OOH media can engage elusive consumers!

Thank you Collage of creative

Respondent Composition

Respondents Profile Age (Q.1) Among all respondents (n=3346) Into which of the following age groups do you fall? Gender (Q.38) Among all respondents (n=3346) Are you? 12 to 12 years old 10% 18 to 24 years old 25-29 years old 30 to 34 years old 35 to 44 years old 10% 13% 11% 44% 24% Men 49% Women 49% 45 to 54 years old 20% 56% 55 to 65 years old 12%

Respondents Profile Occupation (Q.30) Among all respondents (n=3346) What is your current occupation? Employment Status (Q.31) Among those who work full time or part time (n=2068) What statement best describes your own employment status? Clerical/ administ rat ive posit ion 21% 53% Technical/ Sales/ Teaching/ Ot her Whit e Collar 17% 17% Ot her manager 16% Skilled labour 14% 18% 12% Prof essional 13% Unskilled labour 13% Senior Manager/ Owner 6% Work full time Work part time At home Other

Respondents Profile Going to School (Q.27) All respondents (n=3346) Do you currently attend a college or university? 87% 9% 4% Yes, full time Yes, part time No

Respondents Profile Education (Q.33) Among all respondents (n=3346) What is the highest level of education you have completed? Marital Status(Q.34) Among all respondents (n=3346) Are you? University 19% 11% 33% College 26% 56% Elementary / high school 55% Single (never married) Married or living together Widowed/Separated/Divorced

Respondents Profile Language Spoken (Q.36) Among all respondents (n=3346) Which language do you speak at least conversationally, that is, well enough to conduct a conversation? Household Income (Q.37) Among all respondents (n=3346) In which of the following categories is the annual combined before-tax income of all members of your household? English 88% 100% 90% 80% 70% 9% 10% 15% $150,000 and more $100,000 to 144,999 French 31% 60% 50% 19% $75,000 to 99,999 $50,000 to 74,999 40% 19% $30,000 to $49,999 30% Less than $29,999 Other 10% 20% 14% refusal 10% 14% 0%

Respondents Profile Household Structure (Q.35) Among all respondents (n=3346) How would you describe your household structure? 40% Couple with child or children living at home Couple with no children living at home Adult living alone 20% 16% 13% Adult sharing accommodation Adult with child or children living at home Other 10% 1%