THE REVOLUTION OF A MEDIA

Confidential and proprietary. Copyright © 2018 Incorporation. All rights reserved. Distribution without permission is prohibited.

WE’RE ALL

NOMADS

ITALIAN NOMADS

80%

PEOPLE OOH

YESTERDAY

41 M

of italian Adult population

33%

PEOPLE MAKING AT

LEAST 4 TRANSFERS

13,4 M

52%

MORE THAN 1HOUR

DEVOTED TO TRANSFERS

21,4 M

of people OOH yesterday

Source: GroupM elaborations on GFK TSSP 2017_C

of people OOH yesterday

ACTIVE & QUALITATIVE PROFILE

56%53%

25-54 y.o

YOUNG ADULT

IDX 111

46% 45% 28%

High school - Degree

EDUCATED

IDX 107

Employed

ACTIVE

IDX 127

Housewives

HW

IDX 89

High - middle high income

WEALTHY

IDX 110

Source: GroupM elaborations on GFK TSSP 2017_C – base: people do at least 4 trips with more than 1 hour

USERS WITH HIGH ATTENTION

AND REACTION

81%OF THE URBAN AUDIENCE

HAS REACTED TO OUT OF HOME ADV

38%

Online

Information

Word of

mouth

31%

Purchase

20%52%

PAY ATTENTION TO OOH ADV

26,5 M

Source: GroupM elaborations on GFK TSSP 2017_C and Kantar AD Reaction 2013

of Italian Adult population

OOH: THIRD MEDIUM

FOR TIME SPENT

5h 31m

45m

2h 23m 1h 56m

51m

1h 56 minutes

more per day

Source: GroupM elaborations on GFK TSSP EMM 2017_C – Base: audience of each medium

SCREENS IN ITALY

Source: Kinetic estimates

2013

+27%

2017

6.0004.700

DIGITAL OOH INVESTMENTS

Source: Kinetic estimates

2013

+40%

2017

42 M30 M

The first product that allows advertisers to buy

Digital Out Of Home inventory using the efficiency of a

digital campaign reaching target in different places

REALDOOH

PLACES

STATION

693 SCREENS

AIRPORT

730 SCREENS

SUBWAY

405 SCREENS

MALL

619 SCREENS

DOWNTOWN (FSU)

123 SCREENS

MOST RELEVANT ITALIAN PLACES

VIDEO OR DISPLAY FORMATS

STATIONS(GOTV and DIGIMUPI)

SUBWAYS(GOTV)

DOWNTOWN(FSU and Digitotem)

MALLS(Digitotem and Digislim)

AIRPORTS(Digiwelcome, Diginetwork, GOTV)

DAY- DAY PART

THANKS TO THE DIGITAL

TECHNOLOGY, IT’S POSSIBLE TO

CHOOSE DAY OR A DAY-PART AND

NOT A MINIMUM OF 14 DAYS

A CAMPAIGN OF VOLVO DELIVERED ONLY FOR 5 DAYS A

WEEK, FROM MONDAY TO FRIDAY

CREATIVE CHANGE

DELIVERING MORE CREATIVES IN THE SAME CAMPAIGN: A GREAT WAY

TO IMPROVE THE STORYTELLING AND THE MESSAGE SEQUENCY

A CAMPAIGN OF FORD DELIVERED WITH 4 CREATIVES

TARGET

Source: GroupM elaborations on GFK TSSP 2016_C

COMMUTERS SHOPPERS HAPPY HOUR/

NIGHTLIFE

WEEKENDERS

COMMUTING

6:00 – 9:59 / 17:00 –

20:59, WEEKDAYS

Suggested places:

AIRPORT, SUBWAY,

STATION, DOWNTOWN

COMMUTING

10:00 – 16:59

Suggested places:

MALL

SUBWAY, DOWNTOWN

COMMUTING

18:00 – 21:59

Suggested places:

SUBWAY, DOWNTOWN

COMMUTING

9:00 – 20:59,

WEEKEND

Suggested places:

AIRPORT, SUBWAY,

STATION, DOWNTOWN

TRADITIONAL

DOOH

AUTOMATED PURCHASE

DAY/DAY-PART

CREATIVE CHANGES

STANDARD PURCHASE

MINIMUM 7/14 DAYS

NO CREATIVE CHANGE

REALDOOH

WHAT’S

NEXT?

INVENTORY

EXPANSION

OTS:

OPPORTUNITY

TO SEETRIGGERS

SUCCESSFUL

STORIES

ZALANDO

ZALANDO

CHANNELS

DIGITAL OUT OF

HOME SCREENS

PLACES

FSU: Milan

AIRPORTS:

Bergamo, Milan,

Rome, Turin

WHEN

MONDAY – SUNDAY

7/10 AM - 17/20 PM

(ONLY FSU)

CAMPAIGN PERIOD: 19/03/2018 – 01/04/2018

HOW

DISPLAY WITH

3 CREATIVE SUBJECTS

PROMOTING ME UNLIMITED CAMPAIGN, REACHING WOMEN AGED 20 TO 39 ON THE

GO ACROSS MILAN AND IN AIRPORTS OF MILAN, BERGAMO, TURIN AND ROME

HYPER LOCAL DELIVERY

MILAN 60%

ROME 35%

TURIN 3%

BERGAMO 2%

AIRPORTS

TIME SLOTS

TIME SLOTS: 7/10 AM – 17/20 PM DAYS: MONDAY/SUNDAY

0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

80.000

90.000

100.000

00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23

FSU

CREATIVE CHANGE AIRPORTS FSU

33,4% 33,4% 33,2%

34%

32%34%

FORD

FORD

DIGITAL OUT OF

HOME SCREENS

TARGET: COMMUTERS

STATIONS, SUBWAYS, AIRPORTS

6:00 – 13:00 / 15.00 – 22.00

MONDAY – FRIDAY

27/11/2017 – 22/12/2017

MOBILE DEVICE

(PROXIMITY TARGETING)

TARGET: PEOPLE CLOSE TO

DOOH SCREENS

NEAR DOOH SCREENS

6:00 – 13:00 / 15.00 – 22.00

MONDAY – FRIDAY

27/11/2017 – 22/12/2017

WHAT

WHO

WHERE

WHEN

INCREASE BRAND AWARENESS ON THE NEW FORD SERVICE FEATURES (COURTESY CAR, EXTENDED

HOURS, PICKUP&DELIVERY AND SMART RECEPTION) ENGAGING ACTIVE USERS TROUGH VIDEO

FORMATS, IN CROWDED LOCATIONS AND IN THE MAIN DAY PARTS

HYPER LOCAL DELIVERY

Milano 38,1%

Roma 25,2%

Venezia 14,9%

Bologna 5,0%

Napoli 3,1%

Verona 2,4%

Treviso 2,3%

Torino 2,2%

R. Calabria 1,8%

Bergamo 1,3%

Genova 1,3%

Trapani 1,1%

Brescia 1,1%

Catania 0,2%

AIRPORTS

0%

2%

4%

6%

8%

10%

12%

14%

TIME SLOTS: 6/13 AM – 3/22 PM DAYS: MONDAY/FRIDAY – NO WEDNESDAY

TIME SLOTS

CREATIVE CHANGE

25%

25% 25%

25%

CREATIVES

MILAN: CENTRAL STATION

DUOMO SUBWAY

P.TA GENOVA SUBWAY

PLACEMOBREALDOOH

MILAN: CENTRAL STATION

THANK

YOU!

Confidential and proprietary. Copyright © 2018 Incorporation. All rights reserved. Distribution without permission is prohibited.