Touchmedia operates an in-taxi media network in Bangkok that reaches over 61 million passengers per month. It provides advertising, entertainment, and interactive experiences on screens installed in over 44,000 taxis. Touchmedia offers advertisers a way to engage passengers through interactive ads, target affluent demographics, and precisely measure ad performance based on individual taxi trips. The interactivity of the platform leads to much higher recall rates of 10-70% compared to typical rates of 10% for TV and print.

1. Touchmedia
Bangkok Interactive In-Taxi
Media Network
The Reach of Conventional Media with
the Effectiveness of the Internet

2. Agenda
1. Overview
2. Product Value Proposition
3. About Touchmedia
4. Pricing
5. International Case Studies

3. Overview
Touchmedia’s in-taxi media network, Bangkok largest, distributes advertising,
entertainment information and unique interactive experiences.
Touchmedia has five years contract with more than 44.000 taxis in Bangkok.
This gives us the capacity to reach over 61.776.000 passengers per months .
A Bangkok taxis averages 36 trips per day with over 1.3 backseat passengers in 1 month
36 trips x 1.3 backseat passengers x 30 days x 44.000 taxis = 61.776.000 passengers

4. Touchmedia Value Proposition
Touchmedia Uniquely Meets 5 Client Needs:
More Involving
Advertising
More
Innovative
Cost-efficient
Functionalities
Targeting
Precise Greater
Measurability Effectiveness

5. 1. More Involving Advertising
Theater
Videos and
flash programs
Icons
Interactive
Flash Programs
 Viewers select the information that interests them
 The interactive advertising itself is entertaining, so they can do quizzes, play brand
games, answer questions, see product demonstrations and enter promotions
 The result is dramatically longer viewing times (usually 80+ seconds* versus 2
to 6 seconds for most other print and outdoor media.)
 Taxis are a captive environment, quiet, 1-on-1, conducive to consumer engagement
for 50 % of viewers

6. 2a. More Cost-Efficient Targeting
Average Income: Bangkok Average Taxi Passengers: Bangkok*
Thb 30,000 or more 8.6 Thb 50,000 or more 56.0
Thb 10,000-29,999 37.9 Thb 22,500-49,999 35.0
Thb 7,000-9,999 53.5 Thb 15,000-22,499 9.0
Data source:Thai National statistic office Data source: Bts Group Survey
 The above tables show that taxi passengers have considerably more disposable income.
 More spending power to buy your products or services.
*For 38 % of passenger the actual figures will be considerably higher.

7. 2b. More Cost-Efficient Targeting*
Taxis deliver large numbers
Backseat passengers only, for 1,000 taxis, in 1 month
Viewers of Video
• 1,393,000 seeing TVCs on average 1.61 times Icons Entrants
• 171,000, roughly half spend over 1½ minutes in the icon.
Bangkok
A Bangkok taxi averages 36 trips per day, with over 1.3 backseat passengers.
In 1 month 36 trips x 1.3 backseat passengers x 30 days = 1,404,000 people.)
*Results taken from international study of same media platform - not Touchmedia Thailand.

8. 3a. Greater Effectiveness*
Taxi Passengers like the media and find it useful…
120
100
80
Fully agree
60 Agree
Think it's right
40
Negative
20
0
Item 1 Item 2 Item 3 Item 4
Item 1 Taxi media is a good channel for product information
Item 2 Taxi media is a good way to occupy one’s time
Item 3 I usually use the screen
Item 4 I recall messages delivered on taxi media well
Data source : indipendent research provided by a retail client
*Results taken from international study of same media platform - not Touchmedia Thailand.

9. 3b. Greater Effectiveness*
Because it is interactive, RECALL is exceptional NOTE: Average recall
1 to 2 months after
viewing is around
10 % for TV and
Average Recall Rate from press; less for
newspapers &
10% magazines.
Estee Lauder
Data source : indipendent research
Pepsi
provided by a retail client
Skoda
GE
% Recall
Disney
Disney GE Skoda Pepsi Estee
Lauder
Jan. 69.2 44.2 53.8 73.1 42.3
Feb. 72 45.6 60.8 68 44.8
Average 71.2 45.2 58.8 69.5 44.1
*Results taken from international study of same media platform - not Touchmedia Thailand.

10. 3c. Greater Effectiveness *
HSBC sponsors “Walking With Diesel 30th birthday promotion. Buy a one-
Dinosaurs” off designer pair of jeans for THB 500. 1
day only/1 store only. Target:
Mercedes Stadium event organizer, sell 200 pairs.
“We saw a 20% spike in ticket
sales from the day the advertising ONLY media used: Tvc’s in taxis.
launched on Touchmedia” 10.00 The store opens to a queue
of 3,000 people.
20% of sales was 30,000 tickets, a
result they have seen with no other 10.30 The 2400 jeans had sold out.
media. 10.40 Police arrive to control
1,500 people unable to get jeans.
*Results taken from international study of same media platform - not Touchmedia Thailand.

11. 4. Precise Measurability
 Each individual trip is measured giving a far more accurate ROI for advertisers
 Every client receives a detailed report. Data we can measure:
Trip / Viewers No. Of Trips No. of Passengers
Video Number of Plays Duration
Icon Icons Chosen Time; Pages Viewed
Location (Bangkok) Pickup point Drop Off point
Promotion Response Rates Mobile Downloads
Contact Details Phone Numbers Emails
 Allows detailed profiles  Gender, Interests, Responsiveness, Location
(home and office)  Use CRM to build a relationship beyond the taxi

12. 5. Innovative Functionalities
Relationships established with potential customers
can be maintained beyond the taxi
Time-based advertising
Location-based advertising
Download Apps to mobiles
Download e Coupons to mobiles
Market research
3G
SMS direct from the screen

13. Why is Touchmedia so Effective?
Advantage #1: Involvement
Viewers select material that interests them. Ads are entertaining – try
make up on a model, look around a new car inside and out. More
involving means a longer viewing time, around 80 seconds.
Advantage #2: Demographics
Taxis concentrate a Target Audience that’s affluent, educated, white collar
and has high levels of expenditure, in larger numbers than other media.
Advantage #3: Greater Effectiveness
Interactivity and longer viewing times mean higher recall and response.
Often many times higher.
Advantage #4: Precise Measurability and Contact Details
Each trip and what the viewer did is measured and recorded. We can
even collect contact details right on the screen.
Advantage #5: New Functionalities:
Viewers can download information, catalogues, promotions, store locations
and coupons Ads can be adjusted on the screen for taxi location and time
13

14. What is Touchmedia: The Unit
Theater
Videos and
flash programs
Icons
Interactive
Flash Programs
The viewing screen has 2 parts:
A video “Theater” that runs 18 to 24 minutes. This is the same as the
average taxi ride so each passenger will see the loop through once.
And “Icon” buttons that call up the interactive programs on the screen.

15. Examples of International clients
benefit from taxi advertising
 Over 200 clients spanning most ad industry categories
 Two thirds do multiple programs vs. average new media level of below 15%
 Mix of international and local clients

16. Hugo Boss* Banks*
Qualifying Prospects Personal Loans
 Sampling campaign target: 4,000 Citibank, Standard Chartered, etc.
 4 million viewers; 210,000 enter Apply on screen and confirm with follow
sampling up call.
 One bank has run 5 programs
 Qualified 30,000 by gender, age, usage
and purchase frequency  With 22,000 loan applications
 Loans “in the hundreds of millions”
*Results taken from international study of same media platform - not Touchmedia Thailand.

17. Ecco Shoes* Dyrberg/Kern Jewelry*
Mobile Phone App MMS Coupon
 600,000 passengers entered the Dyrberg/Kern Jewelry –1 month
interactive icon where they could
download a branded ECCO pedometer  ad used by 1.1 million passengers
App for their phone
 56,000 phone numbers entered to
10,000+ regular users of the App in download MMS discount coupon
ongoing dialogue with ECCO  1,500+ redeemed with spend of several
million THB
*Results taken from international study of same media platform - not Touchmedia Thailand.

18. Touchmedia - driving
your message home
Thank You!