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IMTVThe INDOOR Digital Advertising Solutions
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Agenda
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• The future of Advertising with New Digital Media
• New Digital Media advantages
• Digital Advertising impact power
• Market overview
• Case Study The IMTV System, complete solution

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What is Digital Signage?
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Digital Signage is remotely controlled
  distribution of digital content across networks
  of displays.
• It is used for delivering visual messages at
  point-of-purchase, or at any other public venue.

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The future of Advertising Digital Media
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Digital Media
• New Technology at the Service of Advertisers,
  Retail Owners, Producer and Consumers

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Digital media advantages
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Attention grabbing advertising
• A digital sign brings innovation and movement to
  previously static media locations, and has the
  power to get customers' attention, making it a
  particularly effective form of advertising

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Digital media advantages
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Digital Signage combines the power of
  mass-advertising with the precision of niche
  marketing.
• It provides direct communication with consumer at
  point of decision, where the viewer is either
  waiting for service or looking for the right
  product.
• Cost/efficiency rather than paying a fortune
  for advertising on TV, it is possible to run test
  campaigns from products in a selected number of
  stores (i.e. ten stores) to measure results.

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Timing
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Digital signage allows advertising and
  information to be updated instantly from one
  remote authoring station and broadcast
  immediately to audiences regardless of location.
• The ability to react to the marketplace and make
  changes in real time is a huge advantage

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Relevant Audiences
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• With digital signage, advertising focusses on the
  best potential customer an existing one.
• Supermarkets have already found that current
  customers are MUCH more likely to purchase the
  products that are advertised on their digital
  signs.

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In-Store Digital Media Versus Other Media
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Dynamic Digital Signage is more targeted, with
  In-store demographics becoming increasingly
  available to enable more accurate day-parting,
  CPM calculations, and other measurements
• DDS audiences are ready to act, while all other
  media audiences are passive potential
  consumers.
• Studies show that product recall and retention in
  digital signage is better than in any traditional
  advertising.
• Advertising spending is easier to account for, as
  it can be tracked directly to sales uplift.

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In-Store Digital Media Versus TV / Radio
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• TV and Radio ads tend to be perceived as
  irritating interruptions. On the other hand,
  shoppers are more responsive to in-store
  advertising on digital signage because they see
  it as helpful and relevant information that helps
  them make the right choice.
• Viewers cannot zap over in store ads on Digital
  signage.

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In-Store Digital Media Versus Print Media
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Newspaper ads are usually viewed once a day at
  the most, while DDS have more frequent impacts.
• In-store advertising on DDS is more compelling
  because of full motion and colour.
• DDS ads are more flexible, they can be customized
  and aimed at smaller target audiences within a
  larger audience.
• DDS is more cost-efficient (lower CPM) than most
  newspapers and magazines, while having a higher
  targeting ability and impact.

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Arbitron Survey on attitudes to in-store media
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• A total of 1,002 people were interviewed in
  September 2004 by ARBITRON to investigate
  Americas awareness of retail video broadcasting
  and the advertising it carries.

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Arbitron Survey on attitudes to in-store media
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• One in 10 shoppers frequently stop to watch the
  video (32 sometimes stop to view video screens)
• 81 of shoppers who have seen retail video say
  the programming focused on merchandise available
  in the store. Almost half (47) recall learning
  about specials sales from the video displays.
• More than three quarters of retail video viewer
  find the screens helpful.
• Sixteen percent of the consumers who have seen
  video in store feel the displays that feature
  product or sale information are very helpful, and
  another 62 find them somewhat helpful.

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Arbitron Survey on attitudes to in-store media
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Younger shoppers are most appreciative of retail
  video.
• Close to 30 of retail video viewers have made
  an unplanned purchase.
• 29 of the consumer who have seen the video in a
  store say they bought a product they were not
  planning on buying after seeing the product
  featured on the instore video display.
• Consumers are more interested in video that
  focuses on store sales, product information and
  special events.

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Russian Market
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Russian Market for Indoor Media forecast turn
  over for 2005 was USD200-million will grow yp
  to 1billion by 2010.

• Why How?
• New advertising legislation
• Limitation of advertising time on TV
• Banning of outdoor advertising for alcohol and
  tobacco
• Development of the actual Retail chains in Moscow
  and across Russia
• Introduction to the market of the new consumer
  products

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
Other successful cases retailers using
already Indoor Digital Advertising

• Walmart,
• Tesco,
• ASDA,
• COSTCO
• Indoor TV Systems.

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
Top of the line brands already using New Digital
Advertising Solutions

• Coca-Cola,
• Nestle,
• Danone,
• Lu,
• Evian,
• Gillette
• Colgate
• BAT

• Visa,
• Heineken,
• Dove,
• Procter Gamble
• Land Rover
• Bee Line
• Renault
• BMW
• Unilever

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
Conclusion Advertising effect

• WIN-WIN for everybody
• For retail owner more benefits from promotion.
• Increases customers loyalty,
• sales stimulation,
• For Producers and Providers assures good
  information and contact with customers brand
  image, new products, promotions, etc
• Customer is well informed about promotions, new
  products, thus makes good deals.

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About
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Innovative approach
• Coming from outdoor business via its sister
  company New Form International, part of Form
  Trust Holding
• The IMTV benefits from the experience of 13
  years of Media Business in the Russian Market

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Complete Solution
• Concept
• Realisation
• Management.

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Where to find IMTV System?
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
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Content Scenario
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
IMTV Advertising Infortainment
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How IMTV System Fits-Into the Picture
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• IMTV System is a large scale Point of Purchase
  communications company - a macro-network system
  on POS that demonstrates video clips as well as
  promo-messages, and other information (news,
  sports, weather, etc)
• Key Reference project The first ever Interactive
  Media TV by IMTV in Ramstor across Russian
  Federation, Shopping Malls, etc. The project is a
  unique advertising vehicle installed in sales
  outlets, which provides a brand new level of
  influencing the target consumer audience.
• It is the only existing advertising vehicle in
  Russia which offers the opportunity to promptly
  evaluate its efficiency by comparing sales volume
  before, during and after the launch of the IMTV
  campaign
• In the 2nd quarter of 2006 the total number of
  displays for the first stage of the first project
  will reach 1000. They can now be found in
  Ramstores Moscow major regional centers in Saint
  Petersburg, Krasnoyarsk, Kazan, N. Novgorod,
  Rostov, Podolsk, Zelenograd.

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How IMTV System is different from competitors
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• IMTVPanasonic Complete Solution
• IMTV System transmits media simulaneously to all
  screens using Satellite or Internet connection
  that gives TV effect.
• Competitive price for Ad 15 second video clip
  on one screen costs 0,01
• Unique service MONITORING screen trouble
  forecast in advance and immediate assistance
• Advertising efficiency control through monitoring
• IMTV System is the network owner and operator.
• IMTV System is the unique national company with
  innovative technology that assures projects
  across all the country
• IMTV Systems started to be adopted by other media
  providers across the world.

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How IMTV System is different from competitors
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• TOP of the line Partners
• Scala- world wide content software editor,
• Device- leader IT and networking systems,
• ISM- engeneering support,
• Magenta Research- communication technology
  leader,
• Panasonic leader of the electronics hardware
  provider ( has developed a special product line
  for IMTV application).
• Video International ultimate leader in
  advertising agency in Eastern Europe

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How IMTV System is different from competitors
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Content Delivery
• Centralized control ( from HQ ) manages projects
  all over the world.
• Each screen whatever location receives the right
  image message sound by satellite and internet.
• One hour after the new Ad clip is received to HQ
  it can be already broadcasted.
• Each screen is equipped by Dolby Surround.
• Screens are divided into different zones and have
  adopted messages example hypermarkets, shopping
  galleries, catering, cashiers.

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How does it work?IMTV SystemSchedules,
distributes and monitors signage network by
satelite signal.
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
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Benefits
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• The advertiser only pays for the placement.
• Competitive ad prices advert clip in 10 shops
  on screens the rent of 1-2 advertising sheets
  (3x6) in Moscow. And the cost per thousand is
  even lower than what TV assures.
• The retail owner makes additional benefits
  through Ad location rent
• Customer is well informed and enjoys shopping
  making good deals

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IMTV System- key to Mutual Benefits
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• Retailers benefit from new revenue streams IMTV
  leases the sites from them or in joint venture.
  Through the infotainment system and local
  information, the retailer builds customer loyalty
  in his store the advertising and promotional
  content generates additional sales and the system
  enables detailed monitoring allowing the creation
  of models optimising sales benefits from message
  exposure.
• Brand owners benefit from increased brand
  awareness increased take-up of promotional
  offers improved brand loyalty and increased
  sales while locking out rival brands.
• The customer gets more entertainment out of the
  shopping experience and receives valuable
  information about new products and special offers
  while theyre at the point of sale, right next to
  the shelves where the products are stocked.

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The fundamental question
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• How can we be one of the first to take advantage
  of this new media in Russia and work together
  with IMTV to make this happen in a win-win-win
  situation ?

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Testimonial
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
First Testimonial in Russia

• We had a successful experience with IMTV for
  outdoor projects and decided to extend this
  cooperation to indoor systems seduced by IMTV
  professionalism Interactive TV is combination of
  information and animation that creates a special
  atmosphere in our shops and is an efficient
  communication tool as well.
• GM of Ramstor Mr. Mustafa Saglam

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
World Wide Testimonial for interactive Digital
Signage

• In-store TV ads are reaching people right as
  they are about to make a purchase
• Source ERIN WHITE Staff Reporter of
  THE WALL STREET JOURNAL
• In-store TV is becoming more
  sophisticated as advertisers get better
  at using it
• Source Analysys Research Company
• Unilever has learned that it is best
  to customize ads just for in-store TV
• Source Allison Harmon, Marketing
  Communications Manager for Unilever U.S.

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
World Wide Testimonial for interactive Digital
Signage

• Its called the first moment of truth.
  Its when a consumer steps up to the store shelf
  and chooses between Coke and Pepsi.
• Source A. G Lafley, CEO of Procter
  Gamble
• content altered and refreshed in
  real-time in response to customer demand
• robust proof-of-playback reporting
• Source Analysys Research Company

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
World Wide Testimonial for interactive Digital
Signage

• content-sensitive plasma screen ads, it is
  believed, will become one of the most effective
  advertising media of the next decade
• Source Source of Intelligence for the
  Dynamic Signage Industry
• In-store ads are the perfect marketing
  medium
• Source Euan D'Arby - External
  Communications Officer - Nielsen Media Research

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In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions
World Wide Testimonial for interactive Digital
Signage

• "Are Retailers the media owners
• of the future?"
• Source Carat
• "Put bluntly, supermarkets are the new media
• Source Andrew Harrison - Nestle UK Marketing
  Director

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Conclusion
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• The Digital Signage is the Future Media
• On Screen
• Digital Interactive Information Systems can
  increase awareness of the products and services,
  generate more sales, bring more fun and
  satisfaction, reduce stress and generate
  advertising revenue

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Thanks for your attention
In Store Digital Media - Unmatched Efficiency in
Influencing Purchase Decisions

• For more information about IMTV System
• www.imtv.ru
• Address 7/4, bld.1,
• Kutuzovsky avenue,office 311
• 12248 Moscow, RUSSIA
• Tel [phone]
• Fax [phone]
• Natali_at_imtv.ru