The document discusses how mobile and digital signage can combine to provide an engaging media proposition. It analyzes trends in the mobile and digital out of home advertising industries and argues that mobile will become the dominant form of location-based advertising over time. However, it also asserts that digital screens and mobile can work together to improve the customer experience across various retail and public environments through collaboration between industry players.

1. mobile and digital signage combine to provide a compelling media proposition 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 1 Tim Butler Akeman Solutions Ltd 18/05/11 020 8123 8488 www.akemansolutions.com

2. Akeman Solutions Ltd Tim Butler Advertising Software Mobile Cloud Andy Hogg Advertising Marketing Management consultancy Engineering 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 2

3. a fresh approach to agency management solutions and consultancy 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 3

4. my first mini 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 4

5. multitude of choice Colour Model Specification Option packs Individual options New or cherished cash, HP or finance 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 5

6. two buyers Four dealers Online Autotrader Which Friends Facebook 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 6

7. one thing in common Both used mobile devices whilst talking to the sales people to confirm and understand the options 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 7

8. out of home 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 8

9. UK outdoor advertising revenue 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 9 Revenue in £ million Source: Outdoor Media Centre

10. UK digital Qtr1 2011 by environment 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 10 Revenue in £ million Source: Outdoor Media Centre

11. retail changes between 2007 and 2010 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 11 Source: Popai UK Digital Signage Survey 2011

12. Advertising on place based media UK The main outdoor sales companies own transport and roadside and have footprints in malls Digicom own a large percentage of the remainder UK advertising market for retail and leisure between £22-£30m in 2011 In 2010 there were 46,000 stores with screens 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 12

13. mobile 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 13

14. What is the size of the mobile market? 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 14 billions of handsets

15. mobile users > desktop users within 5 years 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 15 Source: Internet Trends Mary Meeker (04/12/2010) - Morgan Stanley

16. 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 16 Source: Comscore - The 2010 Mobile Year in Review

17. 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 17 Source: Comscore - The 2010 Mobile Year in Review

18. mobile vs other advertising media 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 18 Source: Chetan Sharma - The Promise of Mobile Advertising

19. UK digital outdoor/mobile ad growth 2002-2010 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 19 Source: Outdoor Media Centre / IAB/PwC Mobile adspend

20. UK digital outdoor/mobile ad growth 2002-2010 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 20 Mobile advertising spend will overtake digital out of home and is set to dominate location based advertising and information Source: Outdoor Media Centre / IAB/PwC Mobile adspend / Akeman Solutions Prediction

21. 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 21 Source: The Mobile Movement: Understanding Smartphone Users

22. Source: The Mobile Movement: Understanding Smartphone Users

23. compelling media proposition 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 23

24. compelling media proposition Make it easy to plan and buy Provide an unique, difficult to find audience that is well measured Sales of individual product in-store, on-line and on-phone Interest in product Overall transactions at till Video analytics Develop an engaging proposition Research the impact of the proposition Ensure that it can be delivered Make it affordable against the rest of the market 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 24

25. place based media Strengths Brand building Context Location Changeability Timeliness Impact Interaction Accountability Weaknesses Fresh content Install cost Running cost Positioning Management Relevance Commercial model 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 25

26. place based media opportunities Direct connection with the consumer Influence smartphone use in-store Unique in-store offers Quick Response codes to drive sales Augmented reality feedback and interaction Feedback for in-store campaigns Reflect online social media in public Provide unique display impact benefits 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 26

27. place based media threats Mobile becomes the screen of choice in-store Retailer spend is diverted to mobile initiatives Retailer mindset is diverted 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 27

28. complimentary medicine Start initiatives that join mobile and placed based media at the hip Integrate social media into your solutions Work closely with clients and their agencies to understand their perspective and deliver significantly better experiences for their customers Focus on the benefits of larger displays Scale Impact Sharing Fame 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 28

29. the round table There are now many areas of expertise required to deliver an exceptional in-store experience Combine to produce a team that links complimentary skills across all areas Allow all to contribute Act as the real and virtual hub for this process 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 29

30. Summary Mobile will change the Place Based Media market for the better Digital Screen Media cannot be replaced by mobile but its role will change Digital Screen Media and Mobile will work together to provide better customer experience and engagement across all environments Collaboration between Client, Agency, Specialist, Sales House, Network and Estate owner will improve the offering across networks Managing this collaboration is an essential part of the next stage in Place Based Media growth 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 30

31. a fresh approach to agency management solutions and consultancy 18/05/2011 Private and Confidential - © 2011 Akeman Solutions Ltd 31 Akeman Solutions Ltd 020 8123 8488 www.akemansolutions.com