2. Reach Media Group is a digital media company that
owns, operates and powers Out-Of-Home TV networks .
Advertisers partner with us to engage Active Consumers
when they are along the path to purchase.
3. All Media Evolves Over Time…
…and TV is no exception
• Digitization of content
and distribution has
changed consumer
consumption and
created new
opportunities for
advertisers.
4. It’s Become Harder to Reach In-Home TV Viewers
The audience segments most coveted by
mass advertisers are, ironically, the most
adept at avoiding mass advertising
of DVR owners skip commercials.
91% New research shows time-shifted
viewership more rampant than
previously thought.
of Americans say the internet is
44% the #1 source of their news – this
has nearly doubled from 2008,
surpassing newspapers.
72% of TV watchers use another media
while watching TV
Sources: Nielsen Media Research, 2009. New York Post, December 2009; New York Times, “Web Passes Papers as a News Source”, 2009;
Experian® Simmons(SM), New Media Study, 2009 – most popular media cited: emailing, surfing the internet and talking on the phone.
5. But TV is Everywhere Now
155M Americans watched TV away-from-home
in the last month
70M viewers watched RMG
OOH TV last month
Source: Arbitron Digital Place-Based Video Study 2010
6. Consumers Have Embraced TV Anytime Anywhere
52% of American
consumers recall seeing an
OOH TV ad in the last week.
47% recall seeing a specific
ad.
Source: Arbitron Digital Place-Based Video Study 2010
7. This New Ad Intercept is a Must Buy Media
It Works..
OOH TV affects purchase behavior. Nearly
1 in 5 consumers who have seen an OOH
TV ad made an unplanned purchase.
It builds Brands..
Lincoln Increased purchase
consideration by 286%
Yahoo! Achieved unaided
recall rates twice that of TV
Rogaine Drove a 71% change in
brand perception
Source: Arbitron Digital Place-Based Video Study 2010 & RMG 2010 Campaign Results
9. Arbitron Confirms That OOH TV Has Arrived…
OOH TV is:
Widely Distributed
70% of US residents 12 and older have seen a digital
video display in a public place in the past month.
52% recall seeing one in the past week.
Popular
Digital place-based video advertising in public
venues reaches more American’s each month (70%)
than online video including Facebook, Hulu and
YouTube.
Engaging
Viewers are engaged with the content. Nearly half
(47%) of those who have seen digital place-based
video in the past month, recall seeing a specific ad.
Effective
Ads have an effect on purchase behavior. Nearly 1
in 5 (19%) of those who have seen an ad made an
unplanned purchase.
Source: Arbitron Digital Place-Based Video Study 2010
10. The perfect blend of content and context
Delivering large stable
audiences of active
consumers, on their
time, with the content
they seek, when they
are on the path to
purchase.
On the Consumer’s Time
Engaging Content
Power of Place
Active Consumers
11. Audience Mapping Strategy
Target Active Consumers while they Work, Play and Shop
› Consumers outside of the home, engage in large amounts of media consumption
every day. Understanding their media consumption patterns and placing your
message in the right place, at the right time is important to achieve desired results.
7:00 AM 8:00 AM 9:00 AM 10:00 AM 2:00 PM 4:00 PM
12. Success with OOH TV:
• Use at Launch to quickly impact awareness measures
• Drive Retail Success: Significantly lift purchase consideration and intent
• Beyond the Screen Activation: Social media, mobile marketing, POS
• Hyper-target the lightest TV viewers: Deliver the hard to reach audiences,
for a fraction of the price of television.
• Optimize TV Reach: As TV plans approach maximum reach, place-based
media efficiently extends reach
13. Case Study: Lincoln In-flight Takeover
286% increase
in purchase
consideration.
• Lincoln executed a two-month takeover of all of RMG’s inflight media assets – from roadblocks &
boarding billboards, to long-form and on-demand content – the Lincoln brand was omnipresent
• Custom research proved the campaign was highly effective. In addition to driving exceptional
awareness, the campaign drove significant lift on all key metrics including brand favorability,
brand associations & attributes, and purchase consideration
14. Case Study: Yahoo! Multi-Network Domination
Unaided recall rates
DOUBLE TV: 23% OOH TV
vs. 10% for in-home TV
• Yahoo! and Kinetic / DMG partnered with RMG to plan a high-impact multi-network DOOH
program leading into July launch.
• In a never been done before cross-network research study, RMG proved the efficacy of DOOH
networks. With no other media running, Yahoo!’s campaign on RMG drove significant ad recall,
brand affinity and attribution lift.
15. The RMG Difference
Scale
200,000+ Screens
Engagement
70 Million Monthly Active Consumers
Delivered at Moments of Maximum Influence
Reach
National Coverage
With focus on Top 20 DMAs
Quality Impression Premium Content
Premium Venues
Source: MediaMark Research Inc. (MRI) 2009 Doublebase. Base=A18+..RMG proprietary research.
17. Place-Based Networks
Fitness In-Flight NYTimes.com Today
Entertainment Network Entertainment Network Network
18M Viewers Per Month 10M Viewers Per Month 6M Viewers Per Month
Caesars
Point-of-Care mtvU Entertainment Taxi
Network Network Network Media Network
7M Viewers Per Month 9M Viewers Per Month 10M Viewers Per Month 10M Viewers Per Month
18. Active Consumer Networks
Affluent Consumer Youth
Health Conscious Network Network
Network 27MM Viewers Per 10MM Viewers Per
11MM Viewers Per Month Month Month
Tech Enthusiast Lifestyle Upscale Business
Network Network Traveler Network
8MM Viewers Per Month 15MM Viewers Per Month 14MM Viewers Per Month
19. Media Solutions
Brand Awareness Mobile
Builder Drive to Retail Engagement
65M Viewers Per Month 60M Viewers Per Month 14M Viewers Per Month
Social Promotional &
Media Industry Location Specific
18M Viewers Per Month Solutions Events
Cross Platform Solutions
