This document discusses the decline of traditional push media like TV, print, and radio ads due to changing consumer habits. It proposes a new push media product called "Taxi Touch" that places touchscreen displays in taxis to reach people outside of their homes. The screens would play video and interactive ads, games, and surveys. This solution offers mass reach, forced exposure, and geo-targeting. It also generates revenue for taxi companies facing challenges. The founders plan to launch a pilot with Paris taxis in late 2014.

3. TRADITIONAL PUSH MEDIA IS DYING
Brands used to rely primarily on mass reach push media for awareness
generation and brand building
 TV ads
 Outdoor advertising
 Print advertising
 Radio
As customer habits evolve, these push media products are loosing their
edge
 From live TV to VOD
 From Radio to podcasts
 Declining print media sales
 Multitasking making taking attention away from ads

4. BRANDS NEED A NEW TYPE OF PUSH MEDIA
The death of traditional push media leaves a void that no amount of digital
spending can fill. Social media engagement, banner ads, promoted
tweets and the likes are no substitute for the immediate, mass impact of
broad-scale, forced exposure push media.
Brands are on the lookout for new types of push media
 Online video pre-rolls
 Ad messages between songs on streaming services
 Full screen timed banners
We believe that there is an extremely strong need for a new media type that
can offer broad reach, forced exposure at a competitive cost per mile.

5. PUSH + OUT OF HOME + ACTION
Convergence of media types means that media products must perform
across all dimensions. The holy grail would be a media type that
combines
 Push and forced exposure: the recipient can’t skip or ignore the
message
 Out of home: the recipient is reached out of his home and the media
type allows for geo targeting
 Action: not only can the brand feature a push message but it can also
create interaction and drive to action
What if we could give brands just such a media
product?

7. OUR INITIAL QUESTION: WHERE CAN WE REACH
PEOPLE
Our starting point was a simple question: where are the places in which
people are currently out of brands’ reach? One answer stood out

8. LET’S TAKE TAXI ADS TO THE NEXT LEVEL
French Taxis are severely lagging when it comes to advertising. Let’s take
things to the next level
New York
London
Shanghai

9. TAXI’ TOUCH
Since you started reading this presentation, over
2000 people have hopped into a Taxi in Paris.
They will spend an average of 31 minutes in
this Taxi during which they will almost
completely outside brands’ reach.
Taxi touch allows brands to reach all of these
people by outfitting Taxis with 7 inch touch
screen loaded with all types of branded
messages from traditional ads to interactive
games.

10. HOW IT WORKS: TECH SPECS
Our screen is a custom made, the result of 1 year of testing
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7 inch touch screens (same size as an iPad mini)
Runs on modified version of Android
No need for costly outfitting of Taxis: total installation time of 5 minutes with
no modification of seat headrest needed (0 installation cost)
Content updated remotely through wireless connection
Super resistant extra thick gorilla glass for maximum durability
Water resistant
Top quality speakers integrated in installation to match great video with great
audio

11. WHAT DOES THE VIEWER SEE
3
1
2
1- Headrest
2- Viewing/interaction area
3- Choice area: the user can switch between
different types of content according to his
preferences

12. WHAT TYPES OF MEDIA PRODUCTS?
The beauty of Taxi Touch rests in its flexibility. The screens can be loaded with all
sorts of media products. Never before has a push media product combined mass
reach with such a degree of creative flexibility.
 Traditional 30 sec ads
 Long form ads or mini movies
 Movie trailers
 Interactive ads (touch screen technology allows for viewer interaction)
 Branded mini games
 Surveys

13. WHY WE ARE NEEDED
Taxi companies all over the world are facing stiff challenges
 Renewed attention to public transportation (Ex: renovation of metro
lines, longer operating hours)
 Rising costs (esp. oil)
 Increase consumer price sensitivity in a difficult economic environment
 Competition from car service companies such as Uber
These challenges translate into pressure on revenue and margins which makes it
critical for Taxi companies to find new revenue streams through advertising.

15. OUR DEVELOPMENT PLAN
Q3 2014:
 Find suppliers and start production of screens
 Refine pricing structure and final list of media products
 Launch business development efforts with Taxi companies
Q4 2014
 Sign up with 2 major Taxi companies in Paris
 Expand portfolio of clients through partnerships with ad agencies

16. OUR REVENUE STREAMS
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Media space. Multiple products depending on
 Number of Taxis
 City
 Type of product (ad, interactive ad, game, static opening screen
image, survey…)
 Length (15 secs, 30 secs, 1 minute)
 Run time (1 week, 2.5 weeks, 1 month, 2 months, 6 months)
Content production
 Creative concept
 Review of client content
 Flash
 Campaign planning

18. FOUNDING TEAM
Benjamin Carter
 MA advertising South Carolina State University
 5 Years experience as a media buyer at Starcom Mediavest in New York
 Previous experience as junior planner at Ogilvy Paris
Simon Von Gross
 PHD electrical engineering Technische Universitat Munchen
 Previously senior research touch screen technology at Sony Germany
Bob Sarn
 Msc ESCP-EAP, MBA Thunderbird
 Previously head of new media types at JC Decaux France