JCDecaux Digital Vision MTR Plasma TV Network. June 2008

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Cameron Harrison
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1 JCDecaux Digital Vision MTR Plasma TV Network June

2 Table of Contents PAGE About MTR Traffic 3 About MTR Passenger Profile 4 Evolution of MTR Plasma TV Network 5 Coverage of MTR Plasma TV Network 6 About Trackside MTR Plasma TV 7 About Concourse MTR Plasma TV 12 About Concourse Plasma Pillars 14 Power of MTR Plasma TV Network 16 Quality of MTR Plasma TV Network 17 Attractiveness of MTR Plasma TV Network 18 Ad Tracks Study 19 Major Enhancement Plan in Rate Card 24 Material Requirement 27 2

3 About MTR Traffic Reaching over 3 million passengers a week 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 : Nielsen Media Index 2007 (year-end report) 3

4 About MTR Passengers Profile MTR* passengers are young, better educated, affluent individuals and senior personnel at work Pop. P12-64 MTR* Passenger (Past Week) Projected Universe: '000 5,284 3,134 % % Index Age % 20.0% % 21.8% % 33.3% % 20.6% 85 Education F1-F7 59.9% 59.7% 100 University Or Above 23.0% 28.4% 124 Household Income HK$ per mth <13K 35.8% 30.1% 84 13K-20K 14.8% 14.7% 99 20K-30K 16.3% 17.7% K-40K 9.5% 11.6% K-50K 5.6% 6.4% K+ 14.0% 15.4% 110 Occupation Status PMEB 17.1% 18.7% 109 White Collar 18.4% 23.6% 128 Blue Collar 28.7% 25.6% 89 Student 12.8% 14.2% 111 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 4

5 Evolution of Plasma TV Network 1 st Trackside Plasma TV 68 Units of Trackside Plasma TV 1 st Concourse Plasma TV 51 Units of Concourse Plasma TV 1 st Plasma Ring in Causeway Bay 100 Units of Trackside Plasma TV; 3 New Plasma Rings at Central, Tsim Sha Tsui, and Mong Kok Jun 03 Nov 03 Dec 03 Apr 04 Oct 04 Oct 06 5

6 Coverage of MTR Plasma TV Network Optimal coverage to MTR stations 100 Trackside Plasma TV in 23 prime locations of MTR tracks 51 Concourse Plasma TV in 48 key entrances of MTR stations 6

7 About Trackside Plasma TV 100 units of 63 Plasma TVs located on 40 highest traffic tracks in 23 key MTR stations, (in average 2 3 units on each track) 7

8 Trackside Plasma TV - Location Prime Locations with high visibility and awareness 19 hours all around the clock everyday 8

9 Trackside Plasma TVs at Central Location of Trackside Plasma TVs Traffic from HK Station Traffic from Entrance A,B,C,D Traffic from Entrance F,H Track to Admiralty (Island Line) 9

10 Trackside Plasma TVs at Admiralty Location of Trackside Plasma TVs Track to Tsim Sha Tsui (Tsuen Wan Line) Capture high interchange traffic 10

11 Trackside Plasma TVs at TST Location of Trackside Plasma TVs Guaranteed traffic by proximity to escalators 11

12 About Concourse Plasma TV 51 units of 42 or 50 Plasma TVs are located in 48 MTR stations (Two Plasma TVs at station Hang Hau, Po Lam and Hong Kong Stations) 12

Concourse Plasma TV - Location Concourse Plasma TVs are mainly located in waiting areas, next to banks or shopping kiosks with high visibility and viewership

13 Concourse Plasma TV - Location Concourse Plasma TVs are mainly located in waiting areas, next to banks or shopping kiosks with high visibility and viewership 18 units are installed on pillars while 33 units are hanging from ceilings * System-wide coverage excludes Nam Cheong Station, Sunny Bay and Disneyland Resort 13

14 About Concourse Plasma Pillar Cover 18 Major MTR Stations 14

15 Concourse Plasma Pillar - Location The Concourse Plasma Pillar comprises of Plasma TVs and FeatureAds providing excellent advertising exposure Provides high creative flexibility and strong visual impact Allows for strategic highlight at specific location 15

interviews with passengers who have traveled by MTR within the past 7 days

16 Power of MTR Plasma TV Network Proven High Reach & Frequency Builder Excellent Brand & Message Recall Format : Quarterly Surveys Methodology : Face-to-face interviews with passengers who have traveled by MTR within the past 7 days Latest Fieldworks : March 2008 (by Synovate Hong Kong) Sample Size : 200 passengers 16

17 Quality of MTR Plasma TV Network Majority of passengers* rates Good & Very Good to both visual and audio quality of MTR Plasma TVs Average 7% Others 4% Very Good 20% Others 15% Very Good 4% Average 13% Good 69% Very Good Good Average Others Good 68% Very Good Good Average Others Screen Quality Sound Quality Source : MTR Plasma TV Ad Recall Study in March 2008 ~ by Synovate Hong Kong * Base : n =

18 Attractiveness of MTR Plasma TV Network 74% of passenger* rates Attractive & Very Attractive to the MTR Plasma TVs Others 17% Very attractive 12% Average 9% Attractive 62% Very attractive Attractive Average Others Source : MTR Plasma TV Ad Recall Study in March 2008 ~ by Synovate Hong Kong * Base : n =

19 Ad Tracks Study (1) % 100 Internet Network Spots at MTR Plasma TV network Duration : 3 weeks Incidence of seeing Brand Awareness Message Recall 89% of the respondents saw the Ad 71% of those who saw the Ad could be aware of the brand 51% of those who saw the Ad could recall the message Sample base : n = 200 Source : MTR Plasma TV Ad Recall Study in March 2008 ~ by Synovate Hong Kong 19

20 Ad Tracks Study (2) Photography Products 60 % Spots + 15 Spots at MTR Plasma TV network Duration : 3 weeks Incidence of seeing Brand Awareness Message Recall 52% of the respondents saw the Ad 93% of those who saw the Ad were aware of the brand 91% of those who saw the Ad could recall the message Sample base : n = 200 Source : MTR Plasma TV Ad Recall Study in March 2008 ~ by Synovate Hong Kong 20

21 Skincare & Cosmetic Products Ad Tracks Study (3) % Spots at Trackside Plasma TV Duration : 2 weeks Incidence of seeing Brand Awareness Message Recall 45% of the respondents saw the Ad 84% of those who saw the Ad were aware of the brand. 53% of those who saw the Ad could recall the message Sample base : n = 200 Source : MTR Plasma TV Ad Recall Study in March 2008 ~ by Synovate Hong Kong 21

enhance product effectiveness Aug 5 25 : Olympics News & Gold medals daily update

22 Major Enhancement Plan in 2008 (1) Content Feedings Contents feeding of Seasonal hot- talk topics in between TVCs broadcasting to further engage passengers attention and enhance product effectiveness Aug 5 25 : Olympics News & Gold medals daily update Remarks : Details to be announced. All enchantment are subject to MTR final notice and approval 22

interesting contents + Q&A SMS prize-away game May June 2008 : Hi-tech Living

23 Major Enhancement Plan in 2008 (2) Regular Theme Promotions To get passengers engagement and brand associations of sponsors Game Mechanism: TVC + Tailored interesting contents + Q&A SMS prize-away game May June 2008 : Hi-tech Living Remarks : Details to be announced. All enchantment are subject to MTR final notice and approval 23

24 Plasma TV Network Package Rate Card - Plasma TV Network 100 Trackside Plasma TVs + 51 Concourse Plasma TVs 180 Sec/ hr per week at HK$189,000 (Gross) 120 Sec/ hr per week at HK$137,000 (Gross) 24

installation and dismantle not included.

25 Rate Card - Concourse Plasma Pillar Network Weekly Rate : HK$35,800 per pillar (Gross Rate) Commencing Date : Every Wednesday Cost for printing, installation and dismantle not included. Plasma Pillar advertising is exclusive for advertisers who have confirmed booking(s) of Plasma TV Network(s) for the same campaign period. 25

(Available at station Central, Causeway Bay, Tsim Sha Tsui and Mong

26 HK$17,500 (Gross Rate) per week 240 sec / hour / one location Combining of 5 units of Plasma TV in centre Rate Card - Plasma Ring (Available at station Central, Causeway Bay, Tsim Sha Tsui and Mong Kok) All Booking are subject to pre-emption by cash booking of domination. 26

27 Material Specification : Type Format Betacam SP/ Digital Betacam Pal - 25fps Aspect ratio 4:3 / 16:9 Size 720x576 Material Requirements Material Submission : 3 working days prior to commencement Remarks : 1. Media file^ of each TVC will be required to submit for censorship purpose 5 working days prior to commencement 2. Conversion charge will be waived for one version of TVC, HK$1,000 surcharge for additional version. 3. All materials are subject to TELA censorship*and MTRC approval 4. Other terms & conditions on JCDecaux Pearl & Dean rate cards is applicable ^ File for censorship : WMV, AVI, Mpeg 2/4, Quicktime * Acceptability : Class I by TELA ranking 27

TV Network. 103 TV Network / 103 TV Hot Spot / Concourse TV. Material Specifications

TV Network. 103 TV Network / 103 TV Hot Spot / Concourse TV. Material Specifications TV Network 103 TV Network / 103 TV Hot Spot / Concourse TV Material Specifications Updated on: 30 Mar 2016 1 Index 1. Format Feature TV Network Material Specifications 1.1 Product Features 3-5 1.2 Location