ADCentral Platform Overview

PLATFORM OVERVIEW

This presenta,on will outline the ADCentral pla4orm, it’s components, their a9ributes and uses.

It will also provide real-‐world examples of situa,ons where the

ADCentral pla4orm was essen,al in the development and implementa,on of media campaigns.

Introduction Content and Interaction

Index

Case Studies

Digital Signage – 4 & 5

Bluetooth – 6

SMS – 7

In-‐store Radio – 8 & 9

Mobile – 10 & 11

ADCentral Components

Overview – 12

ADVenue – 13

ADTarget – 14

ADFormat – 15

ADReporLng – 16

ADAir – 17

ADMobile – 18

Conclusion – 19

Inventory & Venues: 30 screens over 10 Mac’s convenience store loca2ons

Target: ‘Breath Freshener’ category

Market: Toronto, Ontario

Objec,ve: Demonstrate the effec2veness of DOOH, in-‐store and point-‐of-‐ sale adver2sing

Delivered: 64,800 ad plays and 118,000 impressions over the 10 day campaign

Digital Signage Breath Freshener Case Study

This case study demonstrates ADCentral’s robust selec,on of digital loca,on-‐based inventory, venues and target parameters to improve

the success of a campaign and ul,mately improve category liL

Results

•  A 15-‐second spot played, on average 648 ,mes per loca2on per day on both in-‐store and POS screens

•  Average cost of 15-‐second ad per loca2on per day is $5.32

•  The average impressions per loca2on per day were 1,180

•  10% to 40% liM in transac2ons

Digital Signage Breath Freshener Case Study

Breath freshener category liL due to digital display adver,sing

Source: Executed by ADCentricity, sales data provided by iSign Media

Bluetooth Confectionary Case Study

Inventory & Venues: 30 loca2ons – 10 with digital screens – 10 with Bluetooth – 10 with both screens and Bluetooth


Objec,ve: Prove the effec2veness of using Bluetooth in conjunc2on with digital place-‐based adver2sing to generate sales liM for confec2onary product category

Results

Sales LiM (%): •  Digital Screens: 24% •  Bluetooth: 5% •  Digital screens and Bluetooth: 28%

This case study proves ADCentral’s ability to facilitate the incorpora,on of mul,ple media types, improving the impact of a campaign and

generate product sales liL Source: iSign Media

SMS Mobile Coupon Case Study

Target: Baseball fans


Objec,ve: Provide mobile coupon campaign for Rogers, the Toronto Blue Jays of MLB and Research In Mo2on

Delivered: Fans respond with first and last name to receive a personalized, track-‐able coupon for $50 for a Blackberry phone

Results

•  Par2cipa2on and coupon conversion was very high

•  Client opted to con2nue the program deeming it a success

This case study proves ADCentral’s ability to incorporate SMS messaging in campaigns to add consumer engagement with brands and improve the

consumer’s overall experience Source: Impact Mobile

Screens & Venues: Pharmacy (audio): 4% of total loop Doctor’s Office A: 10% of total loop Doctor’s Office B: 4% of total loop Fitness Centre: 42% of total loop

Market: Tampa Bay, St. Petersburg, Sarasota -‐ US

Delivered: 1x60 second ad on digital signage and 2x30 second in-‐venue radio ad -‐ 4 week dura2on

In-Store Audio American Insurance Case Study

Objec,ve: Execute and measure success of a digital media campaign across mul2ple venue types

Source: Executed by ADCentricity, data provided by PeopleCount

In-Store Audio American Insurance Case Study

Brand Awareness: •  82% aware of brand •  19% aware of brand’s adver2sing

on-‐site Campaign Influence:

•  26% that saw/heard ad would consider purchasing insurance aMer viewing/hearing ad

409 intercept quesLonnaires were taken

Results Media No,ce:

•  80% no2ced audio •  50% no2ced digital screen

Adver,sing Message Recall: •  11% recalled audio •  68% recalled video

Purchase Intent and Product Usage: •  10% plan to purchase insurance in

next 12 months

Source: Executed by ADCentricity, data provided by PeopleCount

This case study demonstrates how ADCentral allows adver,sers to plan and execute mul,-‐channel campaigns to improve awareness

and recall for a brand

Mobile ADMobile Case Study

Inventory & Venues: One major retailer – 7 Wi-‐Fi access points

Market: Downtown Toronto, Ontario

Objec,ve: Prove ADMobile’s ability to reach consumers on the path-‐to purchase and influence behavior in an ahempt to increase basket size

Target: <35 year old urban dwellers – High disposable income

Delivered: Promo2on offer “10% off with spend of $50 or more” via Wi-‐Fi

Mobile ADMobile Case Study

Results

Strong Mobile Offer Redemp,on: •  46% of ADMobile members redeemed the 10%

promo2onal offer Basket Size Improvement:

•  Average increase in basket size of 22% Posi,ve Shopper Experience:

•  Experience ra2ngs average from good (>40%) to excellent (>50%) [source: 1500 surveys)

Efficient Mobile Checkout: •  Customers showed their offer code on mobile phone

to cashier for redemp2on – Mobile savings printed on receipt

ADMobile proved to effec,vely deliver in-‐store mobile promo,ons over a Wi-‐Fi network to increase basket size, improve shopper experience and

prove consumer adop,on of mobile shopping

The ADCentral plamorm contains a broad inventory of loca2on-‐based digital media assets for inclusion in standalone or omni-‐channel marke2ng campaign(s) and predefined business processes for campaign execu2on. With access to over 240,000 digital media assets consis2ng of in-‐store screens, interac2ve displays/kiosks and windows, in-‐store radio, mobile aps and wireless networks, ADCentral provides a great deal of flexibility as a planning plamorm. A turnkey interface incorporates a variety of campaign parameters (geo-‐targe2ng, demographics, psychographics) to create an extremely refined campaign and provide mul2ple, tailored campaign proposals. ADCentral is composed of several key components; ADVenue, ADTarget, ADFormat and ADRepor2ng. These components provide a robust series of op2ons for planning, purchasing and execu2ng a campaign that will effec2vely reach the target audience.

Managing all aspects of campaign workflow including inventory across all channels

Enables insight and behavioral customer targeLng, aligning customer profiles, venues and channels with campaign objecLves.

Automated delivery of specific localized content

ReporLng and proof-‐of-‐play for all campaigns

ADVenue is an extremely powerful inventory, data and automated workflow module. It serves as a pricing and proposal system for digital out-‐of-‐home (DOOH) adver2sing campaigns

ADVenue is the core of ADCentral; controlling aggregate inventory, planning by audience, relevant venue matching, repor2ng and campaign workflow. ADVenue also provides informa2on in regards to pricing and crea2ve guidelines/requirements for each venue and channel

ADTarget provides targe2ng methodology that powers predic2ve consumer behavior for all products, services (including most brands or compe22ve brands) and psychographics provided by;

HubThe patent-‐pending methodology is designed specifically for DOOH, loca2on-‐based media and integrates a wealth of insighmul consumer data. This allows brands to effec2vely align consumer profiles, venues and channels with their campaign objec2ves

Plan na,onally, execute hyper-‐locally and maximize ROI

Simmons

ADFormat is a tool developed to allow for flexible incorpora2on of crea2ve into the marke2ng campaign. Its main ahribute is the ability to automa2cally understand and change the context of local messaging based on what happens to, at or around a loca2on, in real-‐2me

At its simplest level, ADFormat automa2cally adjusts the dimensions of the crea2ve to meet the criteria of the digital screen it will be delivered to

At its highest level, ADFormat allows for the real-‐2me adjustment and delivery of crea2ve based on loca2on-‐specific requirements for any campaign

4:3 16:9

ADRepor2ng is a ‘behind the scenes’ component of ADCentral. In conjunc2on with networks and venues, ADRepor2ng provides data on currently running or already finished campaigns

Adver2sers receive proof-‐of-‐play reports and documenta2on to accurately track impressions and interac2ons on engaging media to effec2vely measure campaign success (including ad plays, impressions, engagement and photo of running crea2ve) and make adjustments to the crea2ve in real-‐2me using ADFormat

ADAir Transmi9er Nodes Compact devices deployed along or in parallel with loca2on-‐based media to deliver content seamlessly via Wi-‐Fi and/or Bluetooth

ADAir Ad System (AAS) Content management system enabling uploading, maintaining and scheduling of content

ADAir allows networks, venues and adver2sers to include wireless push messaging capabili2es to turn everywhere the consumer is into a loca2on-‐based adver2sing opportunity

Engage with consumers, create a dialogue, gain insight and accurately track impressions and interac2ons on engaging media to effec2vely measure campaign success

Third Party Integrated applica,ons ADMob i l e i n teg ra tes the co re capabili2es of the applica2ons of Impact Mobile (Opt in/out SMS/MMS messaging), Aisle411 (Indoor Mapping and Product Search) and Qthru (Mobile Commerce & Wallet) and extends this into ADCentral

ADMobile acts like a kit of loca2on-‐based mobile shopping tools, providing businesses with mobile u2li2es, loca2on services, content management, analy2cs and robust repor2ng

ADMobile Applica,on Private label or white label iOS and Android based applica2on, delivering loca2on aware offers and shopping tools to mobile devices

ADMobile Web Service APIs Full suite of web service APIs that replicate the func2onality of ADMobile app and allow brands to incorporate its features into exis2ng interfaces

Scout Loca,on Services Providing consumers with access to loca2on-‐specific mobile content, regardless of the consumers’ loca2on

Content Management System In conjunc2on with Scout, allows for content push when consumers enter a pre-‐defined geographic zone

THE TURNKEY, PLUG AND PLAY PLATFORM FOR PLANNING, PURCHASING AND EXECUTING DIGITAL LOCATION-‐BASED MEDIA

CAMPAIGNS

Business

ADCentral Platform Overview