1. Transforming Out-of-Home Francois de Gaspe Beaubien Chairman and Chief Coaching Officer

2. digital signage 3. TV with sound 4. video boards 5. backlit billboards 6. personal touchscreens 7. Sampling & experiental 8. mobile integration 9. 360 media coverage 10. Most ambitious digital signage project in US airports ever 11. models require granular data, by market, by week. With more granular traffic data, the opportunity to feed models for a fair measure of ROI will impact the OOH industry. Annis Lyles VP, Connections Planning & Investment 12. Joe Philport Chief Executive Officer next generation of research 13. digitized database: 500K units OOH Inventory Roadside, Street furniture, buses, geocoded audience data 14. Eye-tracking research gauge noting of ads at various speeds 15. Digital Bulletin Bulletin Poster digitized maps with specific road and inventory locations 16. - 5,000 10,000 15,000 20,000 25,000 30,000 0 10 20 30 40 50 60 70 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 HOURLYVOLUME AVERAGESPEED(MPH) TIME OF DAY Limited Access Highway - 106N05087 Reference Speed 58 MPH Weekday Volume Weekend Volume Weekday Speed Weekend Speed speed and traffic data collected hourly 17. new world of hyper-local locations integrated with real audience data 18. Final step: integration of all media components at hyper-local level 19. new research will be integrated and released this spring 20. Barry Frey Chief Executive Officer 21. video everywhere 22. Shopping Gym Taxi Lunch Work Pharmacy Airport Restaurant/Bar Connecting with Consumers Throughout Their Day 23. Half of all ad campaigns will be multiscreen by 2016 Multiscreen is defined as two or more screens, TV, computer, table t, mobile phone and digital place-based media 24. Mark Kaline Director, Global Media #1 OOH request? Programmatic buying! 25. . 26. targeting consumer behavior patterns 27. TV Radio Print OOH Online media format silos of a traditional media plan 28. The silos are blurring. Whats OOH? Whats digital? 29. Profile A Profile B Profile C Profile D Profile E silos are becoming about consumer profiles 30. Empowered consumer changed the game via technology. Blurs definitions. whats social? whats 31. ad servers and Internet advertising 32. Ad servers are software for web sites and advertisers to serve ads, count them and choose the ads that will make the website most money 33. behavioral targeting online 34. How do we achieve behavioral targeting of consumers on the move? 35. technology will be available that will enable DOOH to become smarter by hypertargeting based on big data analysis 36. BIG DATA in 2012 elections 37. to understand target audience trends to decide how to buy cable TV spots to course-correct their ad buy based on big data trends campaign managers used BIG DATA 38. outdoor cookies 39. Digital billboard ad server no playlists 40. DOOH ad server that shifts around creative based on outdoor cookies (cell 41. DOOH ad server 42. DOOH behavioral retargeting 43. how can we make OOH use Pay Per Look as billing model? online uses Pay Per Click as a billing model 44. Learning from online: pay-per-look for DOOH 45. develops pay-per-look first develops pay-per-gazethen 46. DOOH is getting smarter and will keep getting smarter programmatic big data location awarepay-per-look 47. yesterday 48. today and tomorrow: mad men become math men 49. merci.