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1 MTR Digital Panel Network Sales Presentation Updated as of 22 Apr 2009 Slide 2 2 Table of Content Why MTR Digital Advertising? JCDecaux Group Digital Experience MTR Digital Panel Network Why Digital Panel Network? Product Offers Media Rate Locations One Stop Service Solution Technical Specifications Artwork Approval Material Submission Slide 3 3 Why MTR Digital Advertising? Slide 4 4 Why Digital? Allows motion which attracts attention as animated ad is perceived to be an effective format Offers new creative possibilities, freshness and a modern image Flexible for speedy update to communicate right message at the right time MTR captive environment has a competitive advantage over other outdoors to ensure full message delivery Slide 5 5 JCDecaux Group Digital Experience Slide 6 6 JCDecaux Worldwide Presence USA NORWAY FINLAND UK GERMANY FRANCE CZECH REPUBLIC HUNGARY CHILE AUSTRALIA Well-established Global Outdoor Digital Experience. Strong global network for experience sharing and idea generation. HONG KONG SHANGHAI Slide 7 7 MTR Digital Products Evolution Jun 03Dec 03Oct 06 Q3 08Q1 09 Launch of Trackside Plasma TV Launch of Concourse Plasma TV 100 Trackside Plasma TV 51 Concourse Plasma TV 4 Plasma Ring Digital Escalator Crown Bank Digital Panel Network Slide 8 88 65 HD Plasma Panel in pairs to display animated images enhancing visibility and impact images enhancing visibility and impact Digital Panel Network Slide 9 9 Product Offers 65 HD PLASMA Panel 120 panels across 10 high traffic stations Maximum 4 advertisers in the same network at the same period Flexible to run 3 different creative executions per day Image can flow across the Digital Panels Synchronization in pairs Slide 10 10 Product Positioning Network Product for Mass Coverage with Creative Flexibility for Dynamic and Multi-visual impact Mass Network Coverage Innovative & Progressive Brand Image High Impact Right Message at the Right Time High Creative Flexibility Simple Execution new creative possibilities and modern image twin display to showcase product features digital display allowing animation, video and motion graphic allow creative rotation by different times of the day 120 panels across 10 high traffic stations Slide 11 11 Creative Mockup Demo In case the above file is not properly displayed, please visit our website for the demo video.visit our website Slide 12 12 Campaign Showcase and Client Credentials Ms. Janet He, Group Brand Manager of LOral Hong Kong -We are delighted to find a new and innovative format with enhanced communication capacity, which synchronizes with our product innovation and can display the dynamic product concept in more layers. LOral Hong Kong Slide 13 13 Campaign Showcase and Client Credentials Package Tours Mr. C. N. Yuen, Business Development Manager of Package Tours - This format allows for timely arrangement of our promotions for different tours and packages to be broadcast at various time of the day, marketing the best travel destinations to our target audience. Slide 14 14 Campaign Showcase and Client Credentials Panasonic Mr. Thomas Wong, Advertising Manager, Marketing Communications Division of Shun Hing Electronic Trading Co., Ltd., the sole agent of Panasonic brand products in Hong Kong and Macau - We believe the Digital Panel Network can strengthen our brand image as the forerunner in technology. It is the right and effective media to promote our digital products with its high image quality. Slide 15 15 Campaign Showcase and Client Credentials UPS Mr. Kenny Sin, Marketing Manager of UPS Hong Kong - Its animation allows our storyboard to bring across the advertising message easier and clearer, whereas the network coverage at high traffic locations can enhance our brand exposure. Slide 16 16 Digital Panel Network Media Rate Mass Coverage at 10 High Traffic MTR Stations: Central, Admiralty, Wan Chai, Causeway Bay, Tai Koo, Prince Edward, Mong Kok, Tsim Sha Tsui, Kowloon Tong and Kwun Tong Gross Media Rate: 900 sec/hour - HK$396,000 (Total 60 pairs for 2 weeks) 900 sec/hour - HK$474,000 (Total 60 pairs for 3 weeks) Minimum Booking Period: 2 weeks Key Notes for Advertisers: Include 3 versions to be broadcast throughout the booking period A surcharge of $1,000 is applicable for each additional creative version Maximum of 4 advertisers can share the network at the same period Panel Extension (Optional for Domination only) and subject to the offer Schedule change request must be submitted 2 working days prior to display time Slide 17 17 Mass Coverage at 10 High Traffic MTR Stations Slide 18 18 Locations Station Location No. of Pairs Total no. of pairs AdmiraltyConcourse Level48 Upper Platform Level 2 Lower Platform Level2 Causeway Bay Sogo Concourse29 Upper Platform Level4 South Times Square Concourse 5 th Basement1 South Times Square Concourse 3 rd Basement1 West Concourse Level1 CentralTransfer Concourse Level68 Worldwide House Concourse2 Wan Chai Concourse Level15 Lower Platform Level1 Upper Platform Level3 Tai Koo Concourse Level44 Slide 19 19 Locations Station Location No. of Pairs Total no. of pairs Mong KokConcourse Level ( near Entrance A) 34 Concourse Level ( near Entrance E) 1 Prince Edward Concourse Level44 Kowloon TongConcourse Level35 Entrance C (Festival Walk)2 Kwun Tong Concourse Level ( near Entrance A) 47 Concourse Level ( near Entrance D) 3 Tsim Sha TsuiConcourse Level (near Entrance A)36 Concourse Level (near Entrance C) 3 Slide 20 20 Technical Specification The standard spot-length for advertisement is 10 seconds* No audio support will be provided Animated /Static Image File Format JPEG / WMV9/MPEG2 Resolution : 1080 x 1920 pixels ( portrait mode) Video File Playback Format WMV9 / MPEG2 Resolution : 1080 x 608 pixels (16:9 video) For more details on technical specifications, please refer to the Digital Panel Network Content Specifications * Spot length can be extended to 15 sec or 20 sec subject to special request. Frequency of the extended spot length will be adjusted accordingly and a 15% loading fee is required. Slide 21 21 Artwork Censorship Send all creatives for Digital Panel Network/ Feature Ads (sticker extension artwork) and mock ups of site photos to the Booking/ Traffic Department of JCDecaux Digital Vision. All required materials are to be uploaded to the JCDecaux Digital Visions FTP server: ftp://ftp.jcdecaux.com.hk/ftp://ftp.jcdecaux.com.hk/ For enquiries regarding specifications / scheduling / delivery details and deadlines / login name and password of FTP server / full censorship / file submission / failure report, contact : Mr Keith Chan, Senior Traffic Coordinator of JCDecaux Digital Vision. Telephone No.: 3960 3322 (Office Hours)/ 9269 3099 (Non- office Hours) Email Address : keith.chan@jcdecaux.com.hkkeith.chan@jcdecaux.com.hk Slide 22 22 Material Submission Censorship ProcessTiming First submission - Mock up, storyboard and artwork 3 weeks prior to the display day Material submission First Version10 working days prior to the display day Material submission Finalised Version5 working days prior to the display day All materials are subject to approval of TELA censorship and MTR Corporation Limited JCDecaux Digital Vision will provide dedicated FTP server ftp://ftp.jcdecaux.com.hk with login details for materials uploadftp://ftp.jcdecaux.com.hk Commencement : every Tuesday Slide 23 23 One-Stop Service Solution (Optional) Slide 24 24 One Stop Service Solution One Stop Service Solution aims to help shorten clients production lead time Offers creative recommendation, storyboard design, production and up to media files (static & video) based on the source materials provided by the client/creative agency Provides on-site checking to ensure the quality of the media files Contact Staff: Jeff Chan Direct Line :2862 7266 Jeff.chan@jcdecaux.com.hk Jeff Man Direct Line: 2862 7293 Jeff.man@jcdecaux.com.hk Slide 25 25 Contact Us Digital Panel Network Offers you the high creativity flexibility and mass coverage! For details, please contact our sales team on (852) 3960 3333 now! Slide 26 26 Appendix Slide 27 27 About MTR Traffic People from All Walks of Life travel on the MTR everyday Mass and comprehensive coverage Daily passenger flow:2,650,400* (weekday average) Weekly reach:3,134,000** (number of passengers) Number of rides:6 / passenger / week Profile - mass but upscale, skewed towards working population * Source: Patronage of Jul to Nov 2007 on MTR Corporation website (www.mtr.com.hk) **Source: 2007 Nielsen Media Index (Jan-Dec 2007) Slide 28 28 About MTR Passengers Profile Source: Nielsen Media Index 2007( year-end report) *MTR System including Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line MTR* passengers are young, better educated, affluent individuals and senior personnel at work