Presented at the OAAA/TAB convention 2011

1. OAM Latin America IBOPE Antonio Wanderley

2. Media Services(Media Consumption)

4. AUDIENCE- Number of people who travel through a rout, frequency, method of transportation and likelihood of seeing the advertisement. Targets can be defined by gender, age, and SEL. * Marketvalue AAM (MexicanAssociation of Advertisers)

5. Measured formats: Bulletins Mural Wall murals Overpasses Digital billboards Bus stops Newspaper stands Shoe shining stands Mail boxes Bulding column posters Spectaculars StreetFurniture Billboards Source: ClassificationIBOPE AGB México

6. Coverage: Mexico City Guadalajara Monterrey Area of Study Total OOH sites 2,500 5,214 18,262 10,548 Measured OOH sites 8,596 2,320 4,048 14,964 81% 93% 78% 82% Total universe based on personal interviews with clients and prospects.

8. Outdoors MAP2.- Interviews: Start point-destination 3.- Visibility Study

9. Complete Map (Mexico City) City regions Points of interest Vendorseleccion Zoom

11. Closest corner to start point

12. Transportation method

13. Daily/nightly routes

14. Public transportation routesInterview results are validated based on a digital system that verifies the area map and as well as public transportation routes. ¿How do we know how many people see an advertisment? Sampleframe: Digital telephone database

15. 3.- Visibility Measurement: Visibility os measured using especially equiped cars with GPS digical cameras to measure visibility seconds, maximum visibility distance and impediments. Green Seconds 70% or more visibility Red Seconds Less than 70% visibility Maximum visible distance

16. Audience Variables Rch% Rch# Reach Grx% Grx# CummReach Rat% Rat# Rating CummRat Grp% Grp# FMS AverageWeeklyFrequency SVS Visibilityseconds

32. SuccessStory:Coppel Challenge: Coppel wanted to reduce its budget without compromising the number of impacts for its campaign. Strategy: CBS Outdoor began to generate possible scenarios using OAM in order to compensate the budget cut by focusing the campaign on the client’s specific target (P18-35 CD+)

33. Coppel Results: With OAM, CBS was able to strategically reallocate Coppel’s advertisements away from “premium buildboards” placing them in locations that more effectively reached the client’s target audience.

34. Conclusions OAM repositions OOH media as a measureable and accountable one which can be compared to the likes of TV, Radio and Print. OOH may be included in a media plan as a strategic medium in addition to a massive media option.

35. Thank You