Digital Media Measurement Conference Breakout Session 4-8-2014

1. Digital Media Measurement • Conference Breakout Session • 4-8-2014

2. Digital Panel • Jeff Casper – SVP Operations & Measurement – TAB • Steve Singer – President & Founder – TSG Inc. • Eric Sherman – VP Research, Insights & Analytics – Clear Channel Outdoor • Matt Salem – Account Director, Perception Research Services • Kevin Foreman – General Manager of GeoAnalytics, Inrix

3. Digital Committee Members • Mary Sheehan – Senior Director of Media Strategy and Planning – ESPN • TanzaBove– President – Kinetic Worldwide • Norm Chait– SVP, Director of OOH Investment & Activation – Mediavest • Ian Dallimore– Innovation & Digital Strategist – Lamar • Dave Etherington– EVP / Marketing & Mobile – Titan • Lou Formisano– SVP / National Billboard Sales – CBS Outdoor • Pat Frawley– Corporate Services & Marketing Coordinator – Adams Outdoor • Renee Jordan – EVP / Chief Strategy Officer – Clear Channel Outdoor • Clare Marie – SVP / Director Insights – Posterscope • Kevin McCabe – Account Supervisor – Macdonald Media • John Miller – VP / Director of National Sales – Lamar • Jill Nickerson – VP / Director of Out of Home – Horizon Media • Chris Pajakowski– President Media Division – Burkhart Advertising • Christina Radigan – Director, Marketing and Communications – Outdoor Media Group • Keith Stewart – VP – Generation Outdoor • Jack Sullivan – SVP / Director – StarcomWorldwide

4. Understand whether digital boards are noticed differently from standard. Understand impact of dwell time on noticing for standard and digital inventory. Develop method for reporting ratings for a digital ad unit (“spot”). Digital Visibility Study – Goals

5. Findings From the Study • Congestion increases noticing rate for all units. • Initial noticing rate is similar for standard and digital structures. • Digital ads change and results in new impressions.

6. Field Work & Study Findings

7. Digital Visibility Study – Timeline • Pilot: Fall 2012 • Full Study Funding Approval : Conference 2013 • Field Work: June – November 2013 • Modeling: November 2013 – January 2014 • Implementation: December 2013 – March 2014 • Release: May 2014

8. Speed and Ad Opportunities

9. Standard Inventory Ad Opportunities 1 Ad Opportunities /Person /Pass 1 60 mph 1 30 mph 1 15 mph

10. Digital Inventory Opportunities 1 2 3 4 5 6 7 8 Ad Opportunities /Person /Pass 2 60 mph 4 30 mph 8 15 mph

12. Past OOH Communication Studies TAB had partnered with PRS several times in the past utilizing PRS’ eye-tracking expertise for: • Pre-recorded and live pedestrian subway, bus, and sidewalk routes • Pre-recorded drive environments • Virtual drive environments • A live route piloting the most recent research

13. PRS Mobile Eye-Tracking • PRS Mobile Eye-Trackingrecords respondents’ viewing patterns and noticing with OOH Billboards as people drive along a specific route. • Respondents wear a specialized set of eye-glasses (pictured below) and are free to move about nearly any environment. • In addition to quantitative metrics such as noting percentage, revisits etc., visual outputs including heat maps and scan path viewing patterns can add to the analytical process.

14. PRS Mobile-Eye Tracking In-Car Research • This study delivered quantitative noting levels on digital versus standard boards under two distinct traffic conditions – in Atlanta and Dallas. • PRS recruited 300 respondents to wear PRS Mobile Eye-Tracking glasses while being driven on a predefined route by professional drivers. • Each car was equipped with a GPS unit and dashboard mounted GoPro camera. • The respondents were equally divided between the Atlanta and Dallas markets, and further equally divided between “Rush Hour” and “Non Rush Hour”. • Respondents were screened for regularity in their driving habits. • A relaxed atmosphere was fostered in the car (radio if desired, causal talk with driver).

16. Scope of Data • 300 respondents • 277 hours of drive time recorded • 21,018 ad opportunities to see • 9,525 ads seen • 31,193 total notings

17. Atlanta Route Map Digital Bulletin Bulletin Poster

18. Dallas Route Map Digital Bulletin Bulletin Poster

19. Enhanced VAI Model* Read Distance Size VAI Angle Dwell Time Other * The new variable called Dwell Time is calculated for each hour of the week for each board

20. Dwell Time Components • Congestion • Speed • Maximum Noting Distance • Board Size • Larger boards can be seen from longer distances. • Road Type • The physical form of a limited access road facilitates a longer viewing distance than local roads.

21. Who is INRIX? • ~350 person venture-backed firm in Seattle, WA • 100+ million vehicles/devices providing anonymous GPS speeds every 15 seconds • Licensees include: Auto, Fleet, Dept. of Transportations, Media and Mobile

22. Trillions of Anonymous GPS Data Points Over 100 million vehicles and devices reporting every 15 seconds

23. Historical Traffic Speed from INRIX

24. General Results • Overall, entire TAB inventory shows a moderate increase in impressions • Increase in audience delivery is greatest where speed drops dramatically Impact on Impressions • Shorter Dwell Time • Fewer Impressions • Longer Dwell Time • More Impressions

25. Dynamic Traffic Flow:Impact vs. Current Ratings

26. Standard Bulletin Impressions and Speed 1 Ad Opportunities /Person /Pass Structure Gross Imp. per 1,000 Person 1 550 60 mph 1 30 mph 600 1 650 15 mph

27. Digital Bulletin Impressions and Speed 1 2 3 4 5 6 7 8 8 Spots in Rotation Structure gross Imp. per 1,000 persons Ad Opportunities /Person /Pass Impressions per spot 2 640/8 60 mph 80 4 30 mph 1,320/8 165 8 2,720/8 340 15 mph

28. Impressions Calculated For Each Spot For Each Hour and Day For the Week Reference Congestion

29. Posters

30. Bulletins

31. What Are We Reporting Digital Inventory Each Spot in Rotation Reported Separately* Standard Inventory One Spot Reported *Number of spots and length will be reported by board

33. What’s next?

36. 2013 US media spending Outdoor: 4.1% Source: eMarketer

37. “Measurement is the biggest issue that will influence the rate of growth for multi-screen advertising”

38. Suzanne Grimes President & COO

39. More. Better. Faster.

42. In God we trust. All others bring data. -W. Edward Deming