Digital Signage Advertising Network. a shot of visual refreshment
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1 Digital Signage Advertising Network a shot of visual refreshment
2 The Digital Signage Advertising Network 1. The Digital Signage Advertising Concept 2. Metrorex blitztv & blitzapp 3. Henri Coanda Airport Bucharest blitztv 4. Tarom InFlightTV 2
3 1. The Digital Signage Advertising Concept 1. Digital signage signal is displayed on large size proffesional LED Screens, using high speed internet access. Blitz Television is using the most sophisticated remote management with the ability to perform near real-time adjustments to every display's playback schedule, enabling real-time marketing experiments. 2. Total Airtime between 3 to 9 min broadcast loop time, containing: A. Commercials, 10 to 15sec reccomended length broadcast once every loop time B. Programs/content info, fun, food, fashion etc, materials tailored to the specific issues of digital signage, inhouse made by our production department C. Special content, the heart of native advertising - personalized program/content 3. Smartphone application, in order to increase the degree of interest in the network of screens, to extend brand exposure with potential clients and find ways of interactive communication with the audience 3
4 Full Grid of programs/content
5 Competitive Advantage Via Differentiation Dynamic advertisement: Digital Signage blitz TV is comparable to billboards but it will allow you to have dynamic advertisement, that is comparable to TV or Online commercials. Native advertisement: delivers value to brands through captivating content; powerfull and less intrusive advertising. Scalability and scheduling: the capacity to display as much information as you want, when and were you want; different advertising spots during the campaign. Cost-effective and resource-efficient: save money - update messages and content without additional costs, because nothing needs to be printed and no time needs to be spent on putting up new posters. reach a lot of people, you will be able to avoid static displays and make your advertising more eye-catching/interactive, making it more effective for your business with better results. 5
6 2. Metrorex blitztv & blitzapp -Commercials -Content advertising -Generic Quizz/Polls Pools: your opinion Quizz: your choise Real time answers -Real time graphics -Exit pools from blitzapp 43 Stations, 271 LED Screens HD 5 minutes loop time program (repeatability interval), starting from 6AM untill 23PM unique passengers/week according Daedalus travels/day according Metrorex October 2013
7 unique passengers -subway traveling at a glance- Out of all Bucharest inhabitants aged 14+, unique passengers (39.4%), travel by subway at least once a week 95.8% of them travel at least once during the workweek; 32.9% of them travel at least once during the weekend. The average number of travels per day is The average number of potential exposures per day (considering the number of times people travel and the number of times they change the subway as opportunities to wait in the station and be exposed) is 3.62 On average, Bucharest inhabitants use 2 different means of transportation during a regular week. Out of regular travelers by subway: 63.6% also travel by bus, 28.4% - by trolley, 47.6% by tram, 18.1% by taxi and 35.2% - by car at least once a week. In fact, 38.1% of people who travel by subway have their own car.
8 people who watch blitztv (58.6%) of people who travel by subway during a regular week watch blitztv while waiting in the station at least once during the day. The profile of the blitztv audience is very similar to the profile of regular travelers. Watching the TV screens from the stations seems to appeal to all categories of people to a similar extent, irrespective of their age, gender, income or employment status. 70.3% are between y.o. 41.8% have a personal car % have higher education 39.8% declare they have a credit card (this most likely includes credit cards/debit cards with overdraft and simple debit cards) 49.2% have a monthly personal income above 1400 RON 41% have an income per family member above 1400 RON 40% are employees with no management function, 9.1% - are from low/middle management, 11.8% - are owners/shareholders/freelancers or persons from the top management of a company 8.4% are pupils/students 36.1% use Internet banking 28.8% declare they have life insurance or private pension (third pillar) 40.1% have a Smartphone and 71.5% of them have downloaded applications
9 General considerations regarding blitztv QUALITATIVE FINDINGS Perception about the TV screens in the subway stations Overall the idea of having TV platforms in the subway is perceived as interesting and very appealing for the travelers Not only a channel for advertising but also a channel for information They considered themselves aggressed by the OOH in the subway, these screens are considered to be very nice to watch while waiting for the subway The time is much shorter, there must be a lot of information concentrated in as less as possible text [ ], I do not believe that it will draw attention by presenting what we see on TV here too, so simplified things are proper Woman, 27 y.o., University, Employee A television more than a type of outdoor advertising They find it normal for a television to interpose the information with advertising, therefore they easily accept the commercials on the screens.
10 total number of potential exposures per month The potential number of exposures per = month The number of people who travel by subway during a regular week X The percentage of regular subway travelers who watch blitztv X 4.29 weeks per month The average frequency of X travelling during a regular week X The average number of potential exposures per day The average number of exposures of a person during a regular week 21,671,428 = 4.29 weeks 671,771 X 58.6% X X per month
11 Flexible broadcast packages blitztv Program 11:00 PM 10:00 PM 9:00 PM 8:00 PM 7:00 PM 6:00 PM 5:00 PM 4:00 PM 3:00 PM 2:00 PM 1:00 PM 12:00 PM 11:00 AM 10:00 AM 9:00 AM 8:00 AM 7:00 AM 6:00 AM 650 month/station HAVE FUN: 10s, loop time 5 min average broadcasts/ station/month 1,7 CPT Average*10s RATE CARD/station/month average of passengers/month/station 475 month/station ENJOY: 10s, loop time 7 min average broadcasts/ station/month 1,2 CPT 370 month/station RELAX: 10s, loop time 9 min average/ broadcasts/station/ month 0,94 CPT 43 STATIONS 6:00-23:00; Prices without VAT. *Average Rate Card/Station available for advertising campaign in ALL 43 stations.
12 COVERAGE/FORMAT Format 1:.uncompressed avi 1280x720 16:9 full screen Format 2: Windows Media Video9 (WMV9) PAL Video bit rate 10Mb 1280x720 16:9 full screen
13 3. Henri Coanda Airport Departures & Arrivals Terminal 10 sec spot length in 3 6 or 9 minutes loop time program (repeatability interval starting from 6AM untill 24PM MonthlyTraffic: passengers/month. Audiences is one with above average social status, which consists of people standing brands and products are very important. Main categories of specific content: Travel / destinations (cities destinations, best shopping/dining/museums, best transport etc. Infotainment: various charts, portraits of personalities of the hottest destinations, cultural information, sights. Entertainment: gags, "global" life-style, celebrities
14 Flexible broadcast packages Henri Coanda Program 12:00 PM 11:00 PM 10:00 PM 9:00 PM 8:00 PM 7:00 PM 6:00 PM 5:00 PM 4:00 PM 3:00 PM 2:00 PM 1:00 PM 12:00 PM 11:00 AM 10:00 AM 9:00 AM 8:00 AM 7:00 AM 6:00 AM /month HAVE FUN: 10s, loop time 3 min broadcasts/month 15 CPT 10s RATE CARD/NETWORK; 40 screens FULL HD LED average of passengers/month /month ENJOY: 10s, loop time 6 min broadcasts/month 7,5 CPT /month RELAX: 10s, loop time 9 min broadcasts/station /month 5 CPT 9 bars in DEPARTURES TERMINAL & 1 bar in ARRIVAL TERMINAL; Prices without VAT.
15 COVERAGE/FORMAT Locations Screens Bar Lavazza 4 Route 96 2 Brioche Doree 4 Brioche Doree 2 3 Format 1:.uncompressed avi 1280x720 16:9 full screen Departures Refuel 1 Self Service 3 Food Court 4 Bar PERONI 3 Bar VIP 3 Bar Illy 1 6 Bar Illy 2 2 Business Lounge 3 Format 2: Windows Media Video9 (WMV9) PAL Video bit rate 10Mb 1280x720 16:9 full screen Arrivals Bar Segafredo 2 ALL 40
16 4. InFlightTV Tarom fleet 14 aircrafts equiped with audio/video system (flights to and from Romania) 30 sec spot length in 12 minutes loop time program (repetability interval), 1 hour broadcasted on each flight 1600 flights/month. MonthlyTraffic: * passengers flights travel inflighttv Audience is one with above average social status, which consists of people standing brands and products are very important. Main categories of specific content: Travel / destinations (cities destinations TAROM, best shopping/dining/museums, best transport etc). Infotainment: various charts, portraits of personalities of the hottest destinations TAROM, cultural information, sights. Entertainment: gags, "global" life-style, celebrities
17 Monthly package InFlightTV Rate card - 5,000 euro net/month Spot video up to 30 seconds without sound; liniarity for spots onger than 30 seconds. 12 minutes loop time; one hour of program/flight; 1600 flights/month Spot due by the 20th of the month to start from 1st, next month. The campaign can not be less than 1 month, 1 month or multiple (2, 3 months etc). Discount rate card will be applied depending on the length spot, frequency and campaign campaign.
18 Thank You!
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