Services provided by Touchmedia CAMPAIGN COORDINATION Executing your Taxi Ad Campaign requires the efforts of many players, not to mention getting it done ON TIME, ON BUDGET. We do it all — from the initial Concept Meeting to Campaign Launch to Mid‐Flight Servicing. You deal with only One Person for all aspects of your Campaign. At every point in your Campaign, we know the exact status of every process. From Art Direction to Traffic Coordination, to Production, Field Audits and Billing/Collection. We keep you informed. Your Brand and your Taxi Image are very important to us. We leave nothing to chance. PLACEMENT AVAILABILITY Taxi Media Placement is a function of relationships with Taxi Companies, Touchmedia, Agencies and YOU. We conduct Suitability Surveys of selected Taxi Companies to define eligible Taxi Units for Placement. We have a 5 year contract with 1000s of Taxis operating in Bangkok giving you protection and security. Once a given Taxi Company has completed our Suitability Survey, his Fleet Inventory is enrolled into our Database. Our Taxi Database allows instant access to all enrolled Taxis or specific number of Taxi Units, the weekly length of your Taxi Flights and the number of Flight Periods during your Contract Term. We provide Confirmation / Guarantee of Placement via Immediate and / or Deferred Insertion Orders. We can define an "Area Specific" Campaign (e.g. Sukhumvit Only) or a Promo Schedule for your Special Events. No two Campaigns are alike. Every Client Campaign is the result of a Custom Placement Design Process using combinations of Roof tops, Side and Rear Window Stickers, Seat panels, TVC screens and Population Areas. A well designed Taxi Media Placement Strategy increases Total Impressions, assures Relevancy to your Target Market, and produces the lowest possible CPM. Taxi Advertising is a Science.
ART DIRECTION / CREATIVE SERVICES Taxi Advertising is a highly specialized niche of the Out‐of‐Home Advertising Universe. What may work in Print or Billboards or clever Alternative Signage often does work with Taxis. Taxis Move. The Human Eye tracks color, Images and size of typeface to receive a Message. Maximum Impact is achieved with Emotion. The more Emotion the Better! We do not charge separately for our Creative Services. If we are your Agency, we will present up to 3 (Three) Concepts in our Initial Art Designs. We will make recommendations, but, we always acknowledge that you are the Boss. Our Graphic Artists dont just execute an Image — they create Design Concepts. PRODUCTION / INSTALLATION Our Goal in managing your Taxi Advertising Campaign is simple — produces results ON TIME, ON BUDGET. The actual Production Process begins about 4 weeks before Roll Out — the actual Post Date on your Contract. After Creative Conferences and Design Selection / Changes, and Review of Proofs, you give us your Approval of Final Art. Thats the Start Date. From that point, everything must occur correctly in order to meet Roll Out and fulfill your Placement Agreement. From the Start Date, your Taxi Media will be ordered from Printing. We review all software image files of the Final Proof with our Printers to assure correct Pantone Color Matching and CMYK subtractions / conversions. Test runs are made on actual Roof tops for sizing adjustments and assessment of maximum Color Impact. Our Production Manager must approve all Pre–Press prior to the Production run of your Ads. Once Roof tops and stickers have been printed, we prepare an Invoice billing you for Printing and Installation costs. For new clients, we also prepare, at the same time, a second Billing representing your Ad Space Invoice for your initial Taxi Ad Flight. Upon receipt of confirmation of payment, we commence the Install Process. Discounts are available for Early Payment. Subsequent Ad Space Billings, when approved, can be on a Net 30 basis
AUDIENCE MEASUREMENT What Advertisers want (and need) from an Advertising Campaign are potential impressions expressed as CPM (Cost per Thousand), CPP (Cost per Rating Point) and GRP (Gross Rating Points per Ad Buy). CPM is a function of how many potential viewers saw the Ad; CPP expresses cost as a percent (Points) of a given population; and GRP represents the Total Number of Rating Points achieved with a given Ad Buy. Each element of a Multi Media Buy has its unique CPM, CPP and GRP. More importantly, each element of a Multi Media Campaign has its unique Audience and Relevancy to that Audience, or Target Market. Generally speaking, Advertising Weight is a desired GRP. Advertising Managers are constantly challenged to increase GRP and reduce CPM / CPP. Taxi Advertising has a remarkable ability to produce those results — sometimes over ten Fold! There is a famous Study sponsored by the Medallion Corporation of New York and conducted by Arbitral Outdoor which studied Taxi Traffic in Los Angeles. They did virtual "Hand Counts" of a Taxi travelling from Los Angeles International Airport to the downtown LA Union Railway Station — a distance of about 22 miles. It took the Taxi 32 minutes to make the trip at Noon Time on a weekday. The Traffic Count — 32,567 Impressions . The population of Bangkok is larger than LA , and we all know at peak times there is more traffic in Bangkok resulting in even more Impressions! Similar calculations can be done for CPP and GRP. More to the point, by applying Industry Standard measurements, such as the Gallop Math Model, it is possible to estimate Reach and Frequency using Target Audience Weights. Once again, Taxi Advertising wins! GPS TRACKING Everyone knows about GPS Tracking and many people use it in their cars for navigation. For Business, it converts to Millions of Baht saved every year. Its quite amazing. Satellite Technology for the masses. What most people do not know is that the Technology was developed by the U.S.Navy in the 1960s at the Naval Astronautics Group in California as a Super Secret Military Agenda for use in the navigation of the Polaris FBM Submarine during the Cold War. The Navy could literally place a Polaris nuclear Missile within 3 feet of your refrigerator. All by pushing a little Red Button — and from 300 underwater! Today we use it to track Taxis.