The Great Outdoors The Great Outdoors Steven Yung Yung Steven - PowerPoint PPT Presentation

The Great Outdoors The Great Outdoors Steven Yung Yung Steven – Clear Media Chairman – Clear Media Chairman

Worldwide Outdoor Ad Spend Worldwide Outdoor Ad Spend Rest of world Rest of world a a c c i r i r e e m m A A n n i i t t a a L L 2% a a 4% c c i i r r e e m m A A h h t t r r o o N N 30% 36% c c i f i f i c i c a a P P a a i i s s A A 28% e e p p o o r r u u E E Total = US$17 Billion Total = US$17 Billion 2000 Source: Zenith, OAAA

Time Spent Gone from Home VS. TV Viewing Time Spent Gone from Home VS. TV Viewing

Time Spent Gone from Home VS. TV Viewing Time Spent Gone from Home VS. TV Viewing

Time Spent Gone from Home VS. TV Viewing Time Spent Gone from Home VS. TV Viewing

Outdoor U.S.P.(s) Outdoor U.S.P.(s) “ Always On ” Mass Media … Free “ Always On ” Mass Media … � � Free � � Low CPM CPM & High & High Reach Reach & & Frequency Frequency Low R.O.I. … … � � Optimal R.O.I. Optimal

State of the Industry State of the Industry � � Glocal Glocal � � Professional Professional � � Focus on ADVERTISERS Focus on ADVERTISERS

Global Leader Global Leader LEAR HANNEL LEAR HANNEL WORLDWIDE WORLDWIDE � � NYSE- -Listed Listed NYSE � � Market Cap: US$20 Billion Market Cap: US$20 Billion � � 65 Countries Worldwide 65 Countries Worldwide

Outdoor as % of Display Advertising Outdoor as % of Display Advertising China 16 16 12 12 Switzerland France 11 11 I reland 8 8 UK 8 8 Sweden 5 5 % Total % Total US 3 3

Local Dynamics Local Dynamics 45% 45% 36% 36% 16% 16% 3% 3% TV TV Newspaper/ Newspaper/ Outdoor Outdoor Radio Radio Magazine Magazine

China Focus China Focus 30%+ 30%+ 23% 23% 17% 17% 8% 8% GDP Total Ad Spend Outdoor Clear Media GDP Total Ad Spend Outdoor Clear Media Advertising Advertising CAGR (1996-2000)

Worldwide Key Advertisers Worldwide Key Advertisers � � Food & Drink Food & Drink � � Retail Retail � � Media & Entertainment Media & Entertainment � � Motor Motor � � Telecommunications Telecommunications � � Business & Consumer Services Business & Consumer Services � � Fashion Fashion � � Financial Services Financial Services � � Travel & Transport Travel & Transport � � Home Furnishing, Furniture & Drapery Home Furnishing, Furniture & Drapery

Clear Media: Top Categories Clear Media: Top Categories 2002 2002 Telecom 24% Telecom 24% Beverages 18% Beverages 18% Consumer Products 14% Consumer Products 14% Tobacco 7% Tobacco 7% OTC Pharmaceutical 6% OTC Pharmaceutical 6% Leisure 6% Leisure 6% Finance 3% Finance 3% Food 3% Food 3% IT 3% IT 3% Home Appliances 2% Home Appliances 2%

Power Brands Power Brands

Challenges Challenges � � Fragmented Industry Fragmented Industry � � Standardization Standardization � � Result- -oriented Approach oriented Approach Result

China Outdoor Industry China Outdoor Industry 68% 68% � 80,000 operators nationwide � 80,000 operators nationwide � Highly fragmented industry � Highly fragmented industry 20% 20% 10% 10% 2% 2% Transit Point- -of of- -Sale Sale Transit Street Furniture Point Billboards Street Furniture Billboards

– Delivers Value to All Proven Business Model – Delivers Value to All Proven Business Model Clear Media Government Clear Media Government � � � Long term contracts � World class free Long term contracts World class free bus shelters bus shelters � � 25+ % IRR 25+ % IRR Shareholder Shareholder � Growth � Growth Advertisers Consumers Advertisers Consumers � � � Cost effective � Functional Cost effective Functional mass medium benefits mass medium benefits

… Around the Clock! Outdoor … Around the Clock! Outdoor

… In Outdoor … In- -your your- -face! face! Outdoor

… “ “ Last Mile Impact ” Last Mile Impact ” Outdoor … Outdoor

“ Global ” + “ Local ” Outdoor = “ Global ” + “ Local ” Outdoor =

… “ “ Category ” specific ” Outdoor … Category- -specific Outdoor

… Accountable Outdoor … Accountable Outdoor Results Results Company w w Unilever Unilever Company L ä ä tta Product Product w w L tta, light spread , light spread 38% of target group remembered 38% of target group remembered ä tta L ä Agency Agency w w I/U I/U seeing L seeing tta shopping centre shopping centre posters or trolley advertising posters or trolley advertising w Denmark Country Country w Denmark Source: Gallup 2000 w Shopping centre posters, Panel Panel w Shopping centre posters, Sales increase* trolley boards Sales increase* trolley boards Target Target Audience w w Grocery shoppers Audience Grocery shoppers = control store = control store % w w 20 stores Weight Weight 20 stores + 9% + 9% + 7% + 7% Other Other w TV, Media Media w TV, instore instore promotion promotion w Centre posters : 4 weeks w Duration Duration Centre posters : 4 weeks Trolley boards : 2 weeks Trolley boards : 2 weeks Why Why Outdoor? w w To achieve brand standout To achieve brand standout Outdoor? where and when it matters where and when it matters Marketing Objectives Marketing Objectives � Secure visibility inside & outside � Secure visibility inside & outside the store the store Increase in stores w/ Increase in stores w/ Increase in stores w/ Increase in stores w/ * Campaign results were compared to results Campaign results were compared to results shopping centre shopping centre trolley advertising trolley advertising � Maximise share of voice in point of � from a control store without shopping centre from a control store without shopping centre Maximise share of voice in point of posters posters advertising or trolley boards. The advertising sale environment advertising or trolley boards. The advertising sale environment Source: AC Nielsen/AIM 2000 was the only variable. was the only variable.

… “ “ Media ’ s Medium ” Media ’ s Medium ” Outdoor … Outdoor

… Fun, Fun, Fun! Outdoor … Fun, Fun, Fun! Outdoor

… SXE Outdoor … SXE ! ! Outdoor

… Are We Having Fun Yet? Outdoor … Are We Having Fun Yet? Outdoor

Outdoor Outdoor “ Street Theater ” “ Street Theater ” for for Trend- -setters setters Trend