New Yorks Taxi Entertainment Network

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New Yorks Taxi Entertainment Network
CaptiveFlexibleTargetedMeasurable!

• Full motion digital video with audio plays on
  
  bright LCD screen facing passengers.
• Program only plays when there are passengers
• NBC-Universal content to engage the viewer
• Captive audience and unchallenged environment

• Equal distribution of ads
• Ads can be video, flash or still execution
• Ads can be run only in specific geographic areas
• Ads can be scheduled by Time-of-Day
• Interactive real-time tickers can be sponsored
• Comprehensive measurement and reporting system
• 2.4 million potential viewers each week 5,300
  taxis in Fall 2008.
• Fast turn-aroundas little as two days lead time!

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NY10 Viewer Profile
The NY10 viewer is younger, employed, educated
and more affluent than the typical New
Yorker. Gender 51 Female 49
Male Age 66 are 25-54 57 are
18-44 Income 62 HHI 75k 50 HHI
100k 29 HHI 150k Education 58 College
grad Occupation 62 Professional/
Management
Passenger Load 1.4 riders per fare
Scarborough Mar07 Fe08 Adults 18 New York
City Took a taxi in past week
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Taxi Entertainment Network Client List
American Museum of Natural History Madame
Tussauds Top of the Rock Core Realty
Group Extell Realty Group Stribling Real Estate
Group Maybelline Barnes and Noble Masterfoods/P
edigree BOSE Smirnoff Bacardi EJ Gallo Eli
Lilly Company JR Music 1-800-Flowers NY
Health Services Umbertos Clam House Paris
Commune Restaurant TBS/TNT Networks NYC MTA
Coca-Cola Panasonic Toughbook Dish
Network Chase Banks Visa Master Card American
Express Geico Staples Air Tran Thailand
Airlines Hong Kong Tourism Mexico
Tourism Greek Tourism Hilton Hotels Hyatt
Hotels Blue Note Records New Line Cinema VH1
RCN Cable Asics Zecco.com SWATCH
Harrahs Casinos New Hampshire Tourism Turning
Stone Resort Payless Shoes In-Style
Magazine Blackberry Capital IQ Best Buy Bank of
America Cotton Inc. Bloomingdales

List of advertisers through 7/29//08
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Sample Program Schedule
Commercial breaks are kept short and uncluttered
so your message stands out with impact!
Introduction Loop with message from city
015 Content WNBC Local Headlines, Sports
Weather 200 Fixed position Ad 30
Intro Loop starts when the meter is turned on
Content Comedy (SNL, Conan, Tonight Show)
100 Ads 30 Content Financial Feature
(Mad Money. Donny Deutsch) 100 Ads 30
Content Sports Feature
45 Ads 30 Content NBC Nightly News Story
145 Ads 30 Content Movie
Reviews (Reel Talk) 115 Ads 30 Conten
t LXTV Open House 130 Ads 30 Conten
t NBC Prime Time behind the scenes
130 Ads 30 Content LXTV
First Look NYC places 115 Ads 30 Con
tent NYC Weather 30 Ads 30 Conte
nt Lifestyle Feature 100 Ads 30
Program Loop starts where the previous fare
ended, so all ads get fair distribution. The
average taxi ride is 13.4 minutes.
Payment Options Loop
Starts when the meter is turned off
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Advertisements
Video/Flash Ad Dominates the viewing area and
plays ads with audio. The adjacent Banner Ad can
be used for call to action messaging. You own the
screen no competitors ads can appear.
Banner ad appearing next to an NBC feature can
be purchased separately.
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GEO-Targeting
NY10 gives the unique opportunity to geo-target
your ads to consumers in specific areas of New
York Citysuch as the Upper West Side or Times
Square. If the ad is scheduled to play, it will
do so ONLY if the taxi is in the specified zone
at that moment.
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VIDEO AD PROGRAMS
Client TBD Date September - December
2008 Type Ad 15 or 30 video/flash/slideshow
ad with adjacent banner
TOTALS PER MONTH Network Screens
Total Ads Passengers 30 video
15 video 10 500
322,000 882,000
10,465 6,440 25 1,250
805,000 2,205,000
26,163 16,100 50 2,500
1,610,000 4,410,000
52,326 32,200 75 3,750
2,415,000 6,615,000
78,489 48,300 100 5,000
3,220,000 8,820,000 94,187
57,960

• Ads run in all areas at all times.
• Prices do not reflect Geo-targets campaigns.
• 10 discount when Full Network is purchased.
• All prices NET.

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BANNER AD PROGRAMS
Client TBD Date September - December
2008 Type Ad 60 Banner Ad next to NBC content
TOTALS PER MONTH Network Screens
Total Ads Passengers 60
banner 10 500 322,000
882,000 4,025 25
1,250 805,000
2,205,000 10,063 50
2,500 1,610,000 4,410,000
20,126 75 3,750
2,415,000 6,615,000
30,189 100 5,000 3,220,000
8,820,000 36,227

• Ads run in all areas at all times.
• 10 discount when Full Network is purchased.
• All prices NET.

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Sponsored Tickers
Sponsor gets a 10 slide prominently played in
the video area that promotes how passengers can
access your sponsored topic.
6 per month per taxi Minimum 1,000 taxis
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NY10 is a mobile link

• Use your creative to engage viewers and link to
  their mobile device.
• The passenger is in proximity to the NY10 screen
  for 13 minutes.
• Passengers are mobile, and most always have
  their cell phone or PDA at hand.
• Your ad sells your product/service while the
  adjacent banner ad can instruct viewers how to
  connect to your offer.
• Passengers Text to a specific number to get a
  response in under 10 seconds.
• You control what they receive
• 1. Coupons
• 2. Video or audio files
• 3. Links to your website
• 4. Change your delivery material as
  often as needed.
• Total turn-key Solution Whats Included?
• Text Number and choice of keywords
• Complete Mobile Web Site
• Delivery of Consumer Content (coupons, music,
  video and more.)
• Unlimited clicks and responses

For a demonstration Text 87415 Keyword ny10
Cost 10 added to your NY10 contract. (cpm
between 0.80 - 2.50)
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Numbers You Can Rely On
The NY10 technology system measures every fare
and every file played, so the numbers we present
are proven, accurate, and verifiable.

• Over 85 of the NY10 network is fleet taxis,
  that operate twice as much as independently owned
  taxis.
• A taxi in the NY10 network averages 42 fares a
  day...most operate 24/7.
• An advertisers commercial will be seen an
  average of 23 times a day in an NY10 taxi.
• To calculate a schedule, we multiply 23 ads
  times the number of screens and the number of
  days in the ad campaign (ex. 23 x 1,000 x 28
  644,000).
• The average number of passengers is 1.4 per
  fare. To get impressions, we multiply this number
  by the number of ads.
• You get a detailed accounting of the ads that
  played to completion.
• If the actual number of ads played is more than
  the contracted amountyou only pay for contracted
  number!
• If the actual number of ads is less than the
  contracted amount, you can
• Pay only for the number of ads that ran
• Extend the flight until all contracted ads are
  played

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Pricing

• Campaign may be purchased by
• Day, Week, Month
• Number of Ads (350,000 ads per month for every
  500 screens)
• Number of Impressions (each ad is seen by 1.4
  people)
• Number of screens (in increments of 500)
• Video Commercials
• 15 ad - 2 cents
• 30 ad 3 ¼ cents
• GPS or Time-Of-Day enhancements add 1 cent per
  ad
• Intro loop ad (play at the start of every
  fare) add 50 premium to ad rate
• Content Only Banners
• 60 next to program content 1 ½ cents
• GPS or Time-Of-Day enhancements add 1 cent per
  banner ad
• Feature Sponsorships available by request
• Ticker Sponsorship
• 6 per taxi per month. (Minimum number of
  screens and months required)

All pricing is net and good through 12/31/08
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Creative Specifications

• Each Video file has adjacent banner ads artwork
  for both sizes needs to be sent with the video
  file.
• Creative must be received at least 5 business
  days prior to start.
• NY10 will provide FTP site or email site where
  you send creative files.
• VIDEO ads (all video ads include Audio)
•      - Resolution 320x240
• Video any of the following formats
• AVI (DIVX or XVID Codec)
• Quick Time
• mpg4
• Frame Rate 20-25 frames/second
• Audio mp3 up to 96kbps
• 30 video file size should be less than 4 megs
• SWF files Use Flash 3 format convert to AVI
  format
• TIP for proper playback, it is recommended a
  static frame occupy the last second of the ad
• BANNER ads (artwork for both sizes must accompany
  video ad)

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Summary

• Flexible
• Variety of ways to advertiseVideo ads, Banner
  ads and Tickers
• Utilize full motion, flash or still ads
• Buy any quantity of spot inventory or buy a
  fully integrated Feature Sponsorship
• Ads can be changed quickly to meet changing
  objectives
• Targeted
• Reach consumers when they are most likely to
  react with Time-Of-Day placement
• Reach consumers where you want to reach them
  with Geo-placement
• Engaging
• Ads only run when a consumer is present so there
  is no waste of budget
• Put your ad within 2 feet of their eyes and ears
• Informative, Entertaining and Relative NBC
  programming for Taxi Riders
• Measurable
• You only pay for ads run to completion
• Customized detailed reporting of your buy
  providing an analytical tool
• Efficient
• Low CPM for a captive unchallenged digital media
• Low commercial load for greater impact