Viacom Outdoor International

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Viacom Outdoor International

• Tom GoddardChief Executive OfficerJune 2006

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CBS Corporation global revenue 2006
Total US14.5bn
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Agenda

• Growing importance of transport
• Mobility research
• Digital media
• Creative opportunities in transport
• Accountability and reporting
• Regulation
• Measuring contacts with the bus audience
• Future requirements

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Viacom Outdoor International revenues strong
position in transport
Other outdoor
Transport
45
55
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Bus systems
Detroit
Dublin
Beijing
New York
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Underground systems
San Francisco
London
Toulouse
Naples
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Rail systems
Utrecht
Milan
Chicago
York
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European scale of transport media

• 250,000 buses and trams
• 30 subway systems
• 25 national railways
• 100 airports

US2.1bn (28 of total revenue)
Source Viacom Outdoor estimates
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UK transport share increase
Source Advertising Association 2006
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Viacom Outdoor mission statement

• Capturing and captivating consumers on the move

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The Outdoor audience is attractive
Index
n 24,000
Source TGI 2006
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For consumer products, being more mobile equates
to being more spontaneous
People who are most mobile buy most on impulse

n 1,100
Source Dipsticks 2006
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People avoid media advertising
This only scratches the surface
n 1,200
Source TNS 2005
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n 1,000 journeys
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London Underground win
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Worlds first digital escalator panels
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Worlds first LED panels on London buses
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High impact transport advertising
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Rail specials
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EU regulation on bus

• Legal, honest, decent and truthful
• Political
• Alcohol (Spain, Holland, Ireland)
• Tobacco
• Legal firms (no win no fee)
• Vinyl wrapping
• Flashing rear lights

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Holland bus art
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Privatisation of public transport
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Using IT to prove accountability

• Posters received
• Dates posting commenced
• Dates posting completed
• Percentage posted in cycle
• Standard two-week posting cycle

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London 2
London bus route map with Boots Chemist locations
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Beijing framed bus more efficient
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Measurement system for bus audience
v Finland (work in progress) v Norway (work in
progress) v Sweden (work in progress) v Holland
(work in progress) v UK (complete) v Ireland
(complete)
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JNOR research Ireland
Travel Survey
Traffic Count
Visibility Study
Panel Classification
n 2,400
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Dublin Plus buses reach more people
Source JNOR 2005
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Eye tracking video technology

• 100 hours of in-car video
• Analysed in research facility
• Eye movements captured
• Second-by-second video analysis

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Eye tracking video
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Christian Dior Addict - Mega Rear
Duration 19 seconds Max attention 99 Average
attention 86
Source Verify 2005
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Key success factors

• Single media sales house
• Right packaging
• Audience coverage research
• Campaign effectiveness
• Accountability reporting
• Creative support

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Future requirementsfor the transport sector

• Investment
• Consolidation
• Exploit technology
• Contacts with important agency groups
• Prove the value
• Challenge for every dollar/euro/pound