Taxi TV Brings Customers to Advertisers

Taxi TV Brings Customers to Advertisers
15,100 Screens
15 Major Markets
176M Monthly Impressions
CMT Taxi TV Network Overview
Captive Audience
Long Dwell Times
Video with Audio & Banner Ads
ABC Content with 40% Ad Ratio
Guaranteed Pay Per Play
Ad is 100% viewable
Extended Capabilities
Flexible Scheduling by Day or Time
Content Sponsorship & Integration
Ability to Geo-Fence
Event Targeting
Mobile Device Interface
Deploy Multiple Creative Executions
Interactivity
Micro-sites
HD Screen with Audio & Banner Ads
4 Prime Ad Placements with
Varied Ad Lengths:
BANNER
HD VIDEO
SPEAKER
SPEAKER
•
•
•
•
SUPER PREMIUM
PREMIUM
GENERAL LOOP
PAYMENT SCREEN
How it Works
PREMIUM POSITIONS
GENERAL LOOP
PAYMENT
Plays when meter starts.
Picks up where it stopped in the previous ride & repeats in longer trips.
When meter ends
00:20
01:00
+/- 12:00
+/- 00:30
City Message
ABC Local News
& Weather
Jimmy Kimmel, “Live Well”, “Live with Kelly & Michael”, Jeopardy, Movie Review, Local
Entertainment/Shopping Features, ABC World News Features
Payment
Screens
Super
Premium Ad
Placement
Premium Ad
Placement
Ad Break
:60 of Ads
Ad Break
:60 of Ads
Ad Break
:60 of Ads
Ad Break
:60 of Ads
Payment Screen
Banner/Video Ad
Geo-Fenced Targeting - All Markets
Create your Own Geo-Fenced Zones
Deploy Different Ads in Different Zones
Target Major Airports in all CMT Markets
SAN FRANCISCO
&
targeted fares which began and ended in
the Financial District and only on
weekdays.
NEW YORK
&
played store-specific ads with banners
when the taxi was within ¼ mile of a
specific store, and played a generic ad
when the taxi was north of Canal Street
and south of 66th Street but not in a
targeted zone.
CHICAGO
&
played ads only when the taxi was north
of Grant Park and south of West Division
Street, ½ mile from Lake Shore Drive
Mobile Interface
In a recent study, over 50% of riders used
their smart phones while watching Taxi TV!*
Extend consumer engagement to mobile:
• Blue Bite mTAG NFC or QR activation to
deliver rich media content, app downloads,
coupons or website connection;
• Short text code for universal engagement;
• Audio tagging (coming 2015)
Accountability
mTAG® Activation
*Source: Edison Media Research, Ad Effectiveness Study, June 13-30, 2014.
CMT Viewers Watch…Engage….Recall
CMT National Footprint
Taxi TV has a Presence in 7
of the Top 10 markets!
Market Coverage and Capabilities
Market
(DMA)
Screens
NYC - Yellow
NYC - Green
LA
CHI
PHI
DC
SAN FRAN
BOSTON
KC
CLE
PHX
CHAR
SAC
DEN
COL
LV
6,650
1,200
485
2,850
325
1,400
500
1,200
125
175
180
80
90
140
50
60
Daily
Fares
(000)
219
15
5
60
7
16
11
20
0.7
1
2
0.6
0.5
1
0.4
1
Daily
IMPS
(000)
329
22
9
84
9
27
15
29
11
2
3
1
1
2
1
2
Main Coverage Area
% Local
Coverage
Avg. Fare
(min)
Geo Fence
Capable
Day Part
Capable
Microsite
Capable
Manhattan & Airports
Outer Boroughs
Orange County & JWA
Downtown, Loop, Airports
Downtown, Near West Burbs, Train Station
Inside Beltway & Reagan Airport
Main City, Peninsula, Airport
CBD, Back Bay, Logan Airport
Airport, Entertainment & CBD
Airport, Entertainment & CBD
Airport, Entertainment & CBD
Airport, Entertainment & CBD
Airport & Government Center
Airport, Entertainment & Government Center
OSU, Downtown & Government Center
Henderson, East LV
54%
25%
80%
70%
20%
28%
35%
65%
30%
30%
30%
25%
20%
15%
15%
5%
13
16
16
13
12
14
11
12
15
15
17
16
16
16
13
14
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
Success!
Smirnoff & Tanqueray
Campaign Objective: Increase OOH presence during key dates in strategic markets.
Execution: Ran Thur – Sun 4p – 2a to reach consumers during peak consumption hours, running
all days during holidays.
Markets: NYC, San Fran
AOL
Campaign Objective: Increase viewing and adoption to various channels.
Execution: Two weeks out of every month ran a combination of :15 and :30 ads that played in
the first 30-45 seconds of taxi fares, with another set of :30 ads that played during the Main
Loop. Updated ads weekly, with more frequent updates during key market events.
Google
Markets: NYC, Boston, Chicago, San Fran, DC
Campaign Objective: Increase awareness of Google voice-activated search function
on smart phones.
TJX Brands – Sports Clothing
Execution: Rotated two different ads each week to showcase various applications of
the Google app. Focus in key urban markets to reach mobile phone users in an
intrusive but informative manner.
Campaign Objective: Reach Male sports enthusiasts.
Markets: NYC, Chicago, Boston, San Francisco, Phil, DC
Markets: Chicago, Boston, San Fran, Anaheim, Phil
Atlantic Records/Christina Perri
Misericordia
Campaign Objective: Maximize exposure to support album debut.
Campaign Objective: Invigorate corporate & public support of its annual Candy Days fund raiser.
Execution: Small budget, so ran nights in high club areas to reach the target
audience. Taxi TV was the only external media support. Album debuted #4 in
Billboard’s 200.
Execution: Ran a 3-week program leading into Candy Days with TV ads featuring Mike Ditka.
Adding Taxi TV was the only change in prior year marketing. Sales increased 30%. Repeated the
program the next year.
Markets: NYC, Boston, Phil
Markets: Chicago
Execution: Ran ads only in fares around baseball stadiums on game days. Saw lift in promoted
products in-store and on-line.
Clients Keep Coming Back…
Over 70% of Taxi TV
advertisers are repeat
customers!
ADVERTISER
Serino-Coyne
Live Nation
Lord & Taylor
ABC TV Network
Guess
Diageo
AOL
L’Oreal
Estee Lauder
Brooks Bros
Disney Studios
In2une Music
Maybelline
Definitions Gym
Macy’s
Back To Bed
Jet Blue
DKNY
Tommy Hilfiger
Handel & Haydn
Montana Tourism
CATEGORY
Broadway Shows
Concerts
Retail
Entertainment
Fashion
Alcohol
Internet Site
Hair, Skin, Makeup
Cosmetics
Retail
Movies
Record labels
Cosmetic
Fitness
Retail
Furniture
Airline
Fashion
Fashion
Symphony
Tourism
CLIENT
SINCE
2007
2012
2007
2012
2008
2012
2010
2008
2008
2010
2012
2011
2009
2009
2013
2012
2011
2012
2008
2010
2010
# DIFFERENT
CAMPAIGNS
156
135
93
77
68
49
42
36
31
30
28
27
18
17
16
15
11
10
9
8
7
MARKET(S) USED
NY
NY, BOS
NY, BOS, CHI, DC
ALL
NY
NY, SF
NY, CHI, BOS, SF, DC
NY, SF, CHI
NY
NY, BOS, CHI, PHI, DC
NY, ANA, SF, CHI, BOS, PHI, DC
NY, CHI, BOS, SF, DC
NY
NY
NY
CHI
BOS, NY
NY
NY
BOS
CHI
Data shown as of 8/4/14
While New Clients Have Come in 2014!
Recap
CMT has Consumers CAPTIVE
We Entertain Them with ABC Programming
Your Ad Plays Where & When you Want It
Your Ad is 100% Viewable
We can Connect to Mobile Devices
We Guarantee Impression Delivery
Our Viewers WATCH, ENGAGE & RECALL
Cost per Ad – CPM Based
Thank you for viewing this
presentation!
Please contact your ABC Sales
Rep for more information.

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