Digital Out-of-Home
Media Kit
New York | Chicago | Toronto Sep. 09
Digital OOH Media Strategists White Paper

90 1
Networks 300,000,000 Solution
175,000 Audience Impressions
Screens
ADCENTRICITY
Digital OOH Media Strategists & Aggregation
ADCENTRICITY is North America’s largest aggregator
and award winning strategist for digital out-of-home media
(DOOH). We specialize in supporting both brands and
agencies in understanding “what works” and efficiently
activate a hyper-targeted media plan in-line with the
campaign objectives. With high-touch service, unmatched
insight, an advanced media platform – ADVenue and
in-depth supporting research, ADCENTRICITY is able
to deliver intelligent media planning decisions that
strategically meet business needs.
Our capabilities enable complex hyper-targeting to deliver
advertiser message only to the venues and screens that
meet the target audience profile and campaign objectives,
effectively and efficiently. We deliver effective advertising
campaigns over 90 network partners, 175,000 screens
and provides 300 million monthly impressions in consumer
evnironments such as:
• Airports
• Convenience Stores
• Colleges / Universities
• Entertainment
• ATMs
• Gas Stations
• Grocery Stores
• Hospitality
• Municipal
• Office Buildings
• Personal Care
• Retail
• Shopping Centers
• Transit
• Residential
• Health Care
ADCENTRICITY drives efficiencies with our “One plan.
One buy. One bill.” approach.
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Digital OOH Segments
How Is The Media Categorized?
Digital out-of-home media is made up of LCD screens
that have been placed in premium consumer viewing
positions inside venues from doctors offices to taxi cabs
and pharmacies. The screen is controlled by a software
system that plays a closed-loop of content. The content
on the screen is intended to provide information and/
or entertainment that is relevant to the viewers inside
the environment. As a medium used for advertising,
the opportunity exists to have a highly effective, direct
communication with consumers. There are three main
segments of digital out-of-home media which include:
Place Based
Screens of varying sizes (avg. 32”-42”) within environments
ranging from transit stations, restaurants / bars, office
buildings, doctors offices, etc. These screens, or multiple
screens within the environment, are usually located in
areas that have the best opportunity to view and/or are in
an area that has the highest consumer dwell time.
Retail
Positioned in key locations inside retail environments from
grocery store aisles to convenience store check-outs and
pharmacies. Typically, retail screens are found close to
consumer products and goods that are available for sale.
As consumers make over 75% of their product buying
decisions within the retail environment, the opportunity to
communicate at the “moment of truth” is ideal.
The benefits of advertising are also vast. Primarily, an
advertiser can be ensured that the ad will be played at
specific times throughout a day, understands who is
watching the screens, what they are doing inside the
environment, and understanding of what frame of mind
they are in at the moment and how many times the ad will
play. In addition, digital OOH has all the advantages of
digital creativite capability in a physical environment.
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Aggregation
Aggregation is ideal for targeting and increased efficiency
in understanding if digital OOH will help accomplish your
plan goals. The capabilities of specially designed planning,
buying and execution platforms – purpose built for digital
OOH - provide significant benefits. More importantly, the
holistic knowledge of aggregators can bring experience
and insight across the entire landscape focused on your
media needs as opposed to those of a single venue type.
Imagine consolidating three weeks of work to 30 minutes
for an initial plan.
The aggregation model allows plan and strategy
revisions to occur in seconds, decreasing media waste
and staff time, reducing creative, distribution and billing
requirements and ultimately creating a more efficient
end-to-end ecosystem. An aggregator can ensure that
you only plan and buy what you need and want, focusing
on the maximum audience that will drive results, which
also saves advertisers money. In assessing a 12-network
plan and buy, aggregation increases the efficiencies of
the process by over 800%, which increases exponentially
each time another network is included.
Adding digital out-of-home media to your complete
customer management strategy will allow you to hyper-
target the exact audience you want, when and where you
want to reach them. Digital out-of-home creates the ideal
customer experience and positions your clients’ business
for continued growth over the long-term.
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Audience
As a medium, digital out-of-home reaches two-thirds (67%)
of U.S. residents aged 18 or older each month across the
venues measured and delivers a fairly representative
cross-section of consumers. Of those who recall seeing
digital out-of-home displays in the past month, 76%
noticed seeing them at multiple venues. Digital video
screens in retail locations alone (including grocery stores,
large retailer/department stores, drug stores, shopping
malls or convenience stores) reach over half (53%) of
American adults in an average month. Digital out-of-home
displays at gas stations and movie theaters each reach
over 1 in 5 U.S. adults per month.
PROFILE OF DIGITAL OOH AUDIENCE BY VENUE CATEGORY
Shopping Drug Convenience Health Waiting for Riding Public Office Gas Movie
MARKET SEGMENT Mall Grocery Retail
Store Store
Restaurant Bar Club Public Transit Transit
Elevator
Building Station Theater Airport
Sex
Men 55% 51% 53% 56% 59% 52% 56% 57% 59% 49% 64% 57% 57% 49% 57%
Women 45% 49% 47% 44% 41% 48% 44% 43% 41% 51% 36% 43% 43% 51% 43%
Age
18-24 21% 12% 17% 20% 18% 19% 12% 18% 24% 25% 21% 18% 15% 21% 15%
25-34 22% 21% 21% 18% 18% 24% 35% 26% 21% 15% 24% 22% 21% 21% 22%
35-44 18% 21% 21% 18% 17% 20% 18% 26% 20% 25% 21% 20% 22% 21% 20%
45-45 15% 20% 17% 16% 23% 18% 18% 15% 23% 20% 25% 19% 20% 17% 22%
55-64 12% 14% 13% 14% 13% 10% 9% 8% 7% 6% 4% 11% 12% 11% 11%
65+ 12% 12% 13% 14% 11% 10% 8% 7% 5% 9% 5% 11% 11% 9% 10%
Race / Ethnicity
White 61% 72% 66% 59% 58% 61% 67% 58% 49% 53% 63% 61% 62% 61% 67%
African American 14% 11% 66% 14% 15% 19% 19% 23% 22% 21% 21% 18% 13% 17% 13%
Hispanic or Latino 18% 12% 14% 20% 22% 11% 11% 11% 24% 17% 9% 15% 17% 15% 13%
Asian 3% 2% 2% 3% 0% 2% 2% 3% 3% 7% 2% 2% 3% 2% 3%
Other 4% 3% 4% 3% 5% 1% 1% 5% 3% 3% 4% 4% 4% 4% 4%
Annual Household Income
Under $25K 18% 18% 19% 23% 24% 24% 22% 16% 33% 40% 25% 18% 17% 24% 20%
$25-$50K 26% 27% 30% 31% 28% 32% 30% 21% 17% 15% 16% 26% 26% 23% 18%
$50-$75K 24% 24% 25% 18% 25% 20% 19% 27% 26% 24% 21% 21% 25% 25% 20%
$75-$100K 11% 13% 12% 11% 11% 13% 15% 8% 6% 7% 9% 14% 12% 12% 14%
Over $100K 19% 18% 14% 17% 12% 12% 16% 28% 17% 14% 30% 21% 20% 16% 28%
Sources: Arbitron Out-of-Home Digital Video Display Study 2009
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ADCENTRICITY Planning Reference - USA
As a strategic partner to media agencies, ADCENTRICITY sustains a transparent working relationship to
garner the best possible result against the media strategy. ADCNTIRICTY currently has partnerships with
more than 90 digital out-of-home networks and 150,000-plus screens across North America. Having a deep
understanding of the network data, a sturdy baseline can be illustrated for media planning comparisons.
(At the time of publishing, nine new network enrollments with over 15,000 screens were added but not included within these results.)
RATE AUDIENCE AVE. COST/
MARKET SEGMENT VENUES SCREENS CPM ADS SERVED
:15 sec spot IMPRESSIONS VENUE / WK
NATIONAL 20,386 98,028 $2,052,686 $7.86 261,078,518 125,349,677 $22.74
Top 20 DMAs 11,443 52,241 $1,202,091 $7.41 162,212,742 77,876,127 $23.72
Top 10 DMAs 8,661 39,997 $929,824 $7.21 129,011,623 63,803,645 $24.24
1 - New York City 2,789 12,739 $260,301 $10 24,460,210 14,942,808 $21.07
2 - Los Angeles 1,481 4,388 $135,504 $4 28,705,916 10,854,506 $20.78
3 - Chicago 991 8,367 $162742 $12 13,052,475 11,887,073 $37.08
4 - Philadelphia 349 2,426 $55124 $11 4,953,632 5,555,047 $35.67
5 - Dallas/Fort Worth 530 1,325 $69,139 $6 10,984,456 4,935,946 $29.46
6 - San Francisco/Oakland/San Jose 642 2,369 $60,108 $3 15,606,006 4,543,314 $21.14
7 - Boston/Manchester, NH 616 2,213 $35850 $9 3,606,694 2,676,805 $13.14
8 - Atlanta 384 1,300 $32,941 $3 9,127,254 1,804,972 $19.37
9 - Washington, D.C./Hagerstown, MD 307 1,706 $38,141 $6 6,150,076 1,518,245 $28.05
10 - Houston 532 3,023 $75,489 $6 11,624,652 4,572,157 $13.16
11 - Detroit 327 886 $18,448 $7 2,610,780 733,067 $32.04
12 - Phoenix 469 3,412 $62,393 $9 6,672,268 4,246,375 $33.91
13 - Tampa/St. Petersburg/Sarasota 266 3,209 $48,119 $11 4,149,691 1,855,398 $42.95
14 - Seattle/Tacoma 582 863 $20,442 $3 5,227,811 1,208,025 $9.48
15 - Minneapolis/St. Paul 182 267 $13,767 $4 3,440,312 689,309 $32.04
16 - Miami/Ft. Lauderdale 205 3,191 $46,511 $16 2,880,050 2,044,302 $54.05
17 - Cleveland/Akron/Canton 134 218 $4,881 $7 641,437 278,424 $8.69
18 - Denver 261 526 $15,346 $3 4,516,632 478,853 $13.94
19 - Orlando/Daytona Beach/Melbourne 185 1,130 $29,135 $11 2,463,828 740,502 $37.83
20 - Sacramento/Stockton/Modesto 211 683 $17,709 $13 1,338,553 2,310,989 $18.55
*Costs, audiences and ads are based on a :15 second ad spot in a 4 week campaign.

Approach
All of our digital out-of home media plans are rooted firmly
in research. We support effective planning and buying on
consumer profile data to ensure maximum effectiveness of
the targeting needs of each campaign. Campaigns can be
delivered run-of-network or targeted to reach any desired
audience. Delivery is optimized within these targets based
on observed and expected response – ensuring you get
the results you want.
Our planning and buying platform allows unlimited
combinations of demographic, geographic and venue
channel mash-ups. This allows for extremely diverse and
complex campaign strategies to be deployed quickly,
efficiently and effectively with ADCENTRICITY serving as
your single ‘gateway’ for communicating with consumers
on the go. Plan nationally and buy locally or plan locally
and buy nationally – it’s all under your control.
Approaching Your Plan
Digital out-of-home planning through ADCENTRICITY
is not only targeted and impactful, it’s flexible, fast and
simple. There are three primary ways to begin exploring
your plan utilizing the power of the partnership between
ADCENTRICITY and the networks with whom we work:
• Demographic
• Geographic
• Category / Channel
• Dynamic Mix
Given that each campaign has unique and specific
requirements, a “Dynamic Mix” of any of the above
offers the greatest flexibility in campaign planning for
sophisticated and innovative campaigns. Ultimately,
it’s important to look beyond the venue categories and
focus your initial efforts on planning by audience and
not by network – this will give you the widest range of
opportunities to speak with consumers before assesing
categories or geographies as needed for each plan.
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Accountability
RESEARCH LITE is an extended service that includes
pre-packaged and fully customized research studies to
measure digital out-of-home campaigns in any North
American market. With this turn-key solution, only available
from ADCENTRICITY, advertisers can take advantage of
narrow focus campaign research around the medium and
use it to gain deeper insight on the efficacy of the media
impact and contribution to campaign ROI / Return on
Objectives evaluation.
Working directly with a Peoplecount Research Engineer,
a customized intercept survey is designed to best meet
the objectives. The objectives may include
• Demographics
• Advertising / brand recall (aided/unaided)
• Brand awareness
• Ad awareness
• Purchase intent
• Media acceptance
• Top of mind
• Sales lift
• A-B Market comparison
• Pre/post campaign study
• Controlled market testing
• Dwell time, audience verification
• Noticeability, and more
Once the objectives are determined, market definition, Samsung Instinct:
venue profile selections and critical time lines are compiled 18% Top-of-Mind for this campaign, + 29% VYA
against these objectives and professionally executed. 73% Total unaided brand awarenes, an incredible
Upon completion of the study, an in-depth analysis and 49% Increase over the previous year
dissemination of the collected campaign / consumer data 47% Ad Aware, consider buying a Samsung cell phone
is formatted within two to three weeks for strategic insight 90% Aided recall
into your initiative.
“We found digital out-of-home to be very effective in
garnering good numbers from the target audience with
regard to product consideration.”
- David Mear,Media Supervisor, Cheil Communications
New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com

Activation
Why Mobile Matters? An ADCENTRICITY Media Strategist can guide you
Mobile marketing is the fastest growing media category through the activation of the right mobile solution to
in North America. With iPhones, Blackberrys, Instincts, complement your digital out-of-home media plan. All
smart phones, mobile applications, unlimited texting solutions are completely based on your campaign strategy
packages and increased bandwidth, mobile marketing as and objectives.
an engagement device presents an incredible opportunity
for marketers. Mobile marketing solutions combined with 1. Call-to-Action; SMS, votes, polls, sweepstakes,
digital out-of-home media (also a leading growth category contests, promotions, coupons, call-back request,
in advertising) creates a powerful marketing vehicle. text4info, surveys
2. Retail & Redemption; Mobile coupons (viral
• Two of the fastest growing categories in advertising
coupons), unique PIN numbers (drive2web),
- digital out-of-home & mobile
ticketing
• Activate consumer dialogue with mobile devices
• Build SMS databases and extend dialogues 3. Content Delivery; rich content, ringtones,
• Reporting by geography, venue type, channel, ad wallpapers, games, videos
spot and more
• Extend the mobile program across your entire 4. Mobile Applications; Mobile Internet Sites (WAP)
campaign & Smart Phone Applications (more comprehensive
• Single point-of-contact for the entire initiative and customized solutions)
Digital out-of-home media is an engaging vehicle that Activate, engage and extend the conversation with your
captures the consumer’s attention where they live, work target consumer utilizing some of today’s most effective
and play. Adding a mobile component to your digital out- and fastest growing media vehicles. ADCENTRICITY can
of-home plan is a great way to enable consumers to get you there, strategically, quickly and seamlessly.
interact with your message. Capture target audiences
on the go with supreme hyper-targeting capabilities and
engage them interactively through mobile devices.
Mobile Activation & Digital OOH Media
Digital out-of-home media is an engaging vehicle that
captures the consumer’s attention where they live, work
and play. Adding a mobile component to your digital out-
of-home plan is a great way to enable consumers to
interact with your message. Capture target audiences
on the go with supreme hyper-targeting capabilities and
engage them interactively through mobile devices.
Mobile Services
New York 1-866-611-8664 | Chicago 1-866-611-8664 | Toronto 1-866-568-3142 | www.adcentrciity.com

Word On The Street
“Utilizing ADCENTRICITY, we found digital out-of- Recent Clients:
home to be a very effective vehicle in planning and
understanding the entire landscape (of the medium).
We found digital out-of-home to be the most efficient
media.”
- Dan Jester, GMMB for the Barak Obama Presidential Campaign
“We enjoyed working with ADCENTRICITY. The
client was impressed with our collective ability to
strategically use digital OOH to target their consumers
and saw the ads in several unique locations. They
have decided, from this point forward, to continue to
utilize digital OOH for most of their key products”
- Chi lp, Account Supervisor, PHD
“Time–and timing–is money. For an industry trying
to make sense of a complex digital out-of-home
world at a time when budgets and human resources
are limited, the timing for Adcentricity’s ADVenue
product seems ideal.”
- Marketing Magazine, April 2009
“Ladies and Gentlemen - This ADVenue is the
REAL DEAL - and not just marketing hype. The
application gets high marks from me for its usability
but its real power is in the database that holds ALL
(175,000 screens in over 200 DMA’s) the details of
Adcentricity’s partner networks. ADVenue integrates
the process with some extremely clever conditional
logic that automatically filters the out only the most
relevant DOOH network partners.”
- Manolo, former Publicis planner and Editor for DailyDOOH.com
“Organic now includes this platform in every
planning discussion for clients and new business
pitches.”
- Conor Brady, Chief Creative Officer, Organic