TAXI
NETWORK
Media Kit
February 2010
FIRST, WHO ARE WE?
Dublin
London
Warsaw
Russia
Paris
Italy
Toronto
Turkey
Sacramento
Beijing
China
Spain
New York
Dallas Atlanta
San Jose
Hong Kong
India
Clearwater
Taipei
Savannah
Miami
Honolulu
Mexico City
Manila
Bangalore
Singapore
Sao Paolo
Australia
Buenos Aires
UNATTENDED
WIRELESS
IP
CONTACTLESS
MEDIA SOLUTIONS
The technology and digital payment solutions provider with networks worldwide.
VeriFone is now a leader in networks of Taxi media & digital captive media
environments with VeriFone Media Solutions
2
WE ARE CONNECTED TO MORE THAN YOU THINK
No other company in the payment industry
has more connections worldwide
Gas
Stations
Card
Brands Taxis/Transpor
tation
Macy’s, Whole Foods,
Walmart
3
• 149 of the top 250 U.S.
retail chains use
VeriFone
Restaurants & • Touches virtually all
Hospitality
elements of the Value
Chain
Major Retailers
VIP’s
• 50% market share of
installed payment
systems
POS
Systems
Global
Industry
Leaders
Processing/
Security
• Extensive partner
network worldwide;
employees in over 40
countries
Overview & Benefits
VERIFONE TAXI MEDIA
OVERVIEW
VeriFone Media Solutions is the premier taxi media
platform that delivers quality impressions in hard-toreach and extended dwell “cab”tive environments
• Traditional and cutting edge
Digital Taxi Media in 23 major
markets
• 25,000+ taxis across 23 markets
• Dense penetration in major
pedestrian cities and continuing
to expand
1.5 Billion Daily Impressions Across 23 Markets
5
TAXI MEDIA DELIVERS RESULTS
National Platform
• 20,000 Tops Nationwide with Local
Market Knowledge
• 15 of the top 20 DMAs
Branding Power
• “The Frequency Medium”
Downtown Domination of Major Cities
• Taxis go where the people are
Digital Technology
• Taxi Entertainment Network (TEN)
Innovative Products and Programs
• Buzz-worthy and high impact
6
EFFECTIVENESS
• Follow daily traffic and population
flow patterns
• Iconic, unavoidable medium
• Target highly desirable
entertainment, shopping, and
financial districts
• Impactful, top of mind awareness
• Visible 24 hours per day
• Close proximity to point of purchase
• The best of billboards and buses –
mobility and illumination
• the only unaffected traditional
media outlet that can effectively
launch social media conversations
7
NATIONAL FOOTPRINT - 23 MARKETS
D 1000
Seattle
Boston
D 12000
D Future
San
Francisco
T 650
NYC
Chicago
T 6600
Detroit
D 300
D 250
Kansas City
T 2500
San Diego
Wash DC
Baltimore
Memphis
Atlanta
Phoenix
Dallas
8
T 580
Jacksonville
New Orleans
Austin
D = Digital Taxi TV
T = Traditional Tops
Providence
Long Island
Philadelphia
Las Vegas
Los Angeles
Newport
D 200
T 1920
T 1500
San Antonio
Houston
Orlando
Clearwater/
St. Peterburg
D 260
Miami
T 520
AUDIENCE PROFILE
DIGITAL
Taxi Entertainment Network
9
TRADITIONAL
Traditional Taxi Displays
• 69% Adults 18-49
• 64% Adults 18-49
• 51% Female, 49% Male
• 51% Female, 49% Male
• 57% have an average
HHI $75k+
• 41% have an average HHI
$75k+
• 49% have a college or
post-graduate degree
• 44% have a college or postgraduate degree
• Highly active and on-the-go
consumers
• Highly active and on-the-go
consumers
Source: Scarborough 2008 Release 2
MEDIA SOLUTIONS – DIGITAL
Taxi Entertainment Network
• Engage with a desirable and
captive audience
• Interactive capabilities deliver
results
• Dwell times exceed 14 minutes
10
MEDIA SOLUTIONS –TAXI TOPS
11
MEDIA SOLUTIONS CONT’D
Taxi Trunks
• Cost effective way to utilize back of taxi dwell time
Door Wraps
• Enlarge your visual footprint
Full Taxi Wrap
• Powerful way to engage consumers with your brand
Staging
• Make a splash in a big way. Buzz-worthy marketing.
Interiors
• Unavoidable outlet for captive taxi passengers
12
MEDIA SOLUTIONS CONT’D
24/7 Magazine & Website
• Powerfull Las Vegas Tourist info
brand
Mobile Billboards
• Large-scale display
Receipts
• Couponing
Sampling
• Allow consumers to walk away
with your brand
Conventions
• Marketing around events and
trade shows
Zoning
• Targeting specific areas of the
city
13
Traditional Taxi Displays
NETWORK SOLUTIONS
WHY VERIFONE MEDIA SOLUTIONS?
• Most taxis in the most markets for the most coverage
• Over a decade of providing reliable, trusted service and programs to
thousands of advertisers
• Marketing professionals who work with clients to realize tangible results
• Variety of products and services in multiple markets to meet demanding
client needs
15
2 SIDED ILLUMINATED TOPS
• Post different creative on each
side of the top
• Messaging can be seen 24hrs/day
MARKETS
• Standard billboard size creative
•
•
•
•
•
•
•
Atlanta
Baltimore
Buffalo
Chicago
Dallas
Miami
New Orleans
•
•
•
•
Orlando
Philadelphia
Phoenix
San Francisco/
Oakland
• Seattle/Tacoma
• Washington DC
Taxi media can be available upon request in other markets
16
EXTENSION TOPS
• Take your taxi top to a new dimension
• Extend creative up and out
MARKETS
• Messaging can be seen 24hrs/day
•
•
•
•
•
•
•
•
Atlanta
Baltimore
Boston
Buffalo
Las Vegas
Miami
New Orleans
New York
•
•
•
•
•
Orlando
Philadelphia
Phoenix
San Diego
San Francisco/
Oakland
• Seattle/Tacoma
• Washington DC
Taxi media can be available upon request in other markets
17
CUSTOM 3D TOPS
MARKETS
• Make the consumer stop and
stare
• Create memorable messaging
• Outdoor at its finest – Unique,
creative, with mass reach &
frequency
18
• Atlanta
• Boston
• Las Vegas
• Miami
• New Orleans
• Orlando
• San Francisco/Oakland
• Washington DC
“We needed to get Celestial Seasonings’
new tea box designs some major
exposure. What better than making them
huge and placing them on top of cabs?”
Thomas Dooley
President, TDA Advertising & Design
Boulder, CO
FULL TAXI WRAPS
• 360 degree media
• Unavoidable messaging
MARKETS
• Utilize full square footage of taxi
19
•
•
•
•
•
•
Boston
Chicago
Las Vegas
New Orleans
New York
San Francisco/Oakland
4-DOOR WRAPS
• 360 degree media
• Unavoidable messaging
MARKETS
• Enlarge your top footprint
20
•
•
•
•
Chicago
Las Vegas
Miami
San Francisco/
Oakland
EVENT STAGING
MARKETS
• Generate buzz around your
brand
• Great for conventions and
promotional efforts
Ft. Lauderdale Tourism, New York 2010
21
•
•
•
•
•
•
•
•
•
Atlanta
Baltimore
Boston
Buffalo
Chicago
Dallas
Houston
Las Vegas
Miami
•
•
•
•
•
•
•
•
•
New Orleans
New York
Orlando
Philadelphia
Phoenix
San Diego
San Fran./Oakland
Seattle/Tacoma
Washington DC
Taxi media can be available upon request in other markets
CONVENTION PROMOS
MARKETS
• Impact from time
conventioneers arrive at
airports, all through the
convention and when they
leave
• Stand out power at events
• Bundle Taxi Receipts,
Sampling, Tops for powerful
in-hand branding mix
22
• Atlanta
• Baltimore
• Boston
• Buffalo
• Chicago
• Dallas
• Detroit
• Houston
• Las Vegas
• Memphis
• Miami
• New Orleans
• New York
• Orlando
• Philadelphia
• Phoenix
• San Diego
• San Francisco/Oakland
• Seattle/Tacoma
• Washington DC
GREEN FLEET
MARKETS
• Connect your brand exclusively to
hybrid taxis
• Send messaging that displays active
concern for the environment
• Tops and wraps available
23
•
•
•
•
Boston
Chicago
New York
San Francisco
Taxi Entertainment
Network
DIGITAL NETWORK SOLUTIONS
NEW YORK
TAXI ENTERTAINMENT NETWORK BENEFITS
Reach a desirable audience in an
uncluttered media environment
• Captive audience
• Extended dwell time
• Personal viewing experience
• Full sight, sound, motion
• Flexible, quick turnaround
Advertising solutions from
engagement to action
• Measurable
• Targeted
• Impactful
• Interactive
• Accountable
25
STRENGTH IN THE MARKETPLACE
VTN
TV
Sight
X
X
Sound
X
X
Motion
X
X
Non-Skipable
X
Interactive
Guaranteed Impressions
26
Radio
X
Print
Internet
OOH
X
X
X
X
X
X
X
X
X
X
X
X
X
X
TAXI ENTERTAINMENT NETWORK REACH
• New York, Boston, Chicago, Washington DC, Miami/Ft.
Lauderdale, Las Vegas
• 14,000+ TaxiTV taxis
across six markets
• 28,700 possible taxis in
select market universe
• Penetration in 6 major
markets with high taxi
density and ridership
11.3 Million Monthly Impressions Across 6 Markets
27
CONTENT PROVIDERS
• Partnered with leading content providers
– NBC and WABC in NYC
– ABC News & Entertainment in all other markets
• Custom segments are tailored to the extended dwell time taxi
environment
• Engaging segments provide an unparalleled viewing experience
28
TAXITV NETWORK REACH/COVERAGE
TAXI COVERAGE
“taxis go where people go”
Provides coverage in environments with limited digital displays:
Manhattan including the Financial
District, Upper East and West sides,
Midtown Business district, the
Villages, SOHO, and Tribeca plus
the NY area airports.
Downtown Boston including primary
Business and Financial districts,
Fanuel Hall, Waterfront, Fenway
Park plus Logan Airport.
29
TAXITV NETWORK REACH/COVERAGE
Taxi coverage in Washington D.C.
Taxi coverage in Miami
The yellow area of the maps outlines the scope of the market coverage
30
TAXITV NETWORK REACH/COVERAGE
Taxi coverage in Las Vegas
Taxi coverage in Chicago
The yellow area of the maps outlines
the scope of the market coverage
31
LOOP STRUCTURE
00:20
T&L Commission
Info (one time only)
Content is refreshed
3-4 times per day
Media Loop
Programming only plays when there are
passengers
Program features and ads play throughout
the ride
Equal distribution of content and ads
32
NUMBERS YOU CAN RELY ON
Backend technology measures every fare and every file played, so the
numbers we present are proven, accurate and verifiable
Over 85% of the network is “fleet” taxis, that operate
twice as much as independently owned taxis
42
NYC taxis average 42 fares a day ...
most operate 24/7
An advertiser’s commercial will be
seen an average of 21 times a day
1.4
33
21
The average number of passengers
is 1.4 per fare
85
TARGETING CAPABILITIES
Customized messaging to target key audience segments
• Target specific audiences
– Business travelers, frequent travelers, decision makers, etc.
– Target around events/conferences
• Geo-targeting (NY only)
- Ad will only play in specified zones
• Dayparting
34
NEW YORK TAXITV SOLUTIONS
Total VMS
Taxis
Total Taxis
in NYC Mkt
Screen
Size
# of Rides/
Day
4-week
Impressions
New York
12,200
13,200
10”
29
10,000,000
SOLUTIONS
City
35
:30 Video with Banner
Microsite with Banner
Expandable Banner
Clock Sponsorship
Tab Sponsorship
Premium ad positions at
start of program
 Payment screen
 Neighborhood Eats
 Weather






VIDEO SPOT & BANNER
TAXI ENTERTAINMENT NETWORK
(WABC)
All video content and advertisements play in the
right-hand window and a header banner is tied to
the spot.
36
(NBC)
Video area dominates the screen to make it
easy for passengers to view. All video
content and advertisements play in the
window above and a tower banner is tied to
the spot.
MICROSITES & EXPANDABLE BANNERS
WABC Microsite
Viewers tap banner ad to view microsite in
content area. Images can be Flash animations
or static jpgs.
NBC Expandable Banner
Horizontal banner ad - video area repositions to
the right side of the screen. Appears below the
video to maintain brand awareness.
Your Expandable Banner Ad gives extra space to
display images and text to the captive audience!
The expandable banner and the horizontal
banner beneath the video area remain on screen
until the video feature ends.
37
CLOCK SPONSORSHIP
TAXI ENTERTAINMENT NETWORK
(WABC)
Flash animation can be used for clock sponsorship.
38
(NBC)
Static logo can be used for clock sponsorship.
TAB & TICKER SPONSORSHIP
TAXI ENTERTAINMENT NETWORK
(WABC)
Tab sponsorships include logo on all content pages
of section.
(NBC)
Ticker sponsors get a :15 slide prominently
played in the video area that promotes how
passengers can access your sponsored topic.
Client logo is on screen when their sponsored
ticker appears.
39
PAYMENT SCREEN SPONSORSHIP
TAXI ENTERTAINMENT NETWORK
(WABC)
Client banner appears on Payment Screen, which
appears at the time payment is made.
40
(NBC)
Client video and banner appears on Payment
Screen at the time payment is made.
Taxi Entertainment
Network
DIGITAL NETWORK SOLUTIONS
ADDITIONAL MARKETS
ADDITIONAL MARKETS
Chicago, Boston, Washington DC, Miami, Las Vegas
City
Current
VeriFone
Taxis*
Total
VeriFone
Taxis
Total Taxis
in Select Mkt
Screen
Size
# of Rides/
Day
4-week
Impressions
Chicago
200
1,182
6,000
6"
35
196,000
Boston
1,000
1,070
2,100
6"
28
784,000
Wash D.C
300
400
4,500
6"
14
117,600
Miami
260
420
1,000
6"
28
203,840
Las Vegas
250
800
2,100
6"
35
490,000
*Current as of February 2010
42
ADDITIONAL MARKET SOLUTIONS
Chicago, Boston, Washington DC, Miami, Las Vegas
Use your creative to engage viewers
and link to their mobile device




Full screen ad
Payment screen
Faceplate sponsorship
Printed coupons on receipt back
100% impressions guaranteed
Screen cannot be turned off
43
FACEPLATE & PAYMENT SCREEN SPONSORSHIP
100% Impressions Guaranteed
Faceplate surrounds screen guaranteeing
100% impressions for all taxi riders.
44
Sponsor’s banner appears on payment
screen, which appears at the time
payment is made. Every passenger must
interact with the screen at time payment
is made whether paying cash or credit.
24/7 MAGAZINE & WEBSITE
NETWORK SOLUTIONS
LAS VEGAS
24/7 - LAS VEGAS TOURIST PUBLICATION/WEBSITE
Unique all-encompassing
marketing channel exclusive
to Las Vegas
• 40 million conventioneers and tourist annually
• Circulation of nearly 500,000
• Exclusive in Taxi Distro
• High traffic website targeting the LV Tourist
247vegas.com
• High End Pick ups points:
The Grand Canal Shoppes/Fashion Show Mall
• Daily On-Strip dedicated street team
• Vegas Values
46
VEGAS VALUES
The tourist population arrives looking for fun and value. Vegas Values is
where they can find discounts on various options of the best that Las
Vegas has to offer.
• Exclusive distribution of 185,000 monthly in 1000
taxis
• Daily On-Strip hand-outs, downtown at the Fremont
Street information & show tickets booth
• Drive-up market between California and Nevada
• Large presence on 247vegas.com
47
Thank You
Chris Polos, Vice President Media
Chris_Polos@VeriFone.com
**YOUR NAME, YOUR TITLE
YOUR EMAIL**
48
Appendix
50
27
Boston
7
Buffalo
52
Chicago
3
Clearwater
14
X
Dallas
5
X
Houston
10
Las Vegas
42
Los Angeles
2
X
Memphis
50
X
Miami
17
New Orleans
51
New York
1
Orlando
19
X
Philadelphia
4
X
Phoenix
12
X
San Antonio
37
San Diego
28
X
SF/Oakland
6
X
Seattle/Tacoma
13
X
Washington D.C.
9
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Zonin
g
e
Billbo
ards
24/7
Magaz
ine
Mobil
Interi
ors
Event
Stagin
g
Full
Taxi
Wrap
Door
Wraps
Trunk
s
X
Conve
ntions
Baltimore
X
Sampl
ing
10
X
Recei
pts
Austin
Lenti
cular
Top
X
Exten
sion
Top
8
3D
Top
Atlanta
3
Sided
Top
2
Sided
Top
TaxiT
V
Market
DMA
Rank
TAXI MEDIA PRODUCTS BY MARKETS
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
PRIZM LIFESTAGE & SOCIAL GROUP SUMMARY
… Of American Express Card Member Taxi Riders
Lifestage Summary
51
Social Group Summary
PRIZM Social Group Summary for Consumer Cardmembers
Social Group Summary
• Social Groups allow you to view consumers through the
lens of affluence and population density.
• The most affluent suburban social group, Elite Suburbs is
a world of six-figure incomes, post-graduate degrees,
single-family homes, and managerial and professional
occupations. These individuals are predominantly white
and Asian. Befitting their lofty salaries, members purchase
large homes, expensive clothes, and luxury cars. They also
hold a large share of the nation's personal net worth.
• The Landed Gentry social group consists of wealthy
Americans who migrated to the smaller boomtowns. Many
of the households contain individuals with college degrees,
professional jobs, and expansive homes. They can afford to
spend heavily on consumer electronics, computers, luxury
cars, powerboats, books and magazines, children's toys,
and exercise equipment.
• The Urban Uptown segment members tend to be affluent
to middle class, college educated, and ethnically diverse,
with above-average concentrations of Asian and Hispanic
Americans. Residents share an upscale, urban perspective
that's reflected in their marketplace choices: they support
the arts, shop at exclusive retailers, drive luxury imports,
travel abroad, and spend heavily on computers.
52
PRIZM Lifestage Group Summary for Consumer Cardmembers
Lifestage Group Summary
• Lifestage groups are useful when you want to zero in on
age, affluence, and presence of children.
• The Affluent Empty Nest segment features middle-aged,
upscale couples who are college educated, and hold
executive and professional positions. Their neighborhoods
are found across a variety of landscapes and they share a
propensity for living in large, older homes. These
consumers have plenty of disposable cash to finance active
lifestyles rich in travel, cultural events, and exercise
equipment.
• The Midlife Success segment typically is filled with
suburban or ex-urban childless singles and couples in their
thirties and forties. The wealthiest members of this group
are white, college-educated residents who make six-figure
incomes. Consumers here are big fans of the latest
technology, financial products, aerobic exercise, and
travel.
• Young, hip singles, ranging from working class to well-todo, comprise Young Achievers, a group of twentysomethings who've recently settled in metro
neighborhoods. This segment contains a high percentage of
Asian singles, and there's a decidedly progressive
sensibility in their tastes as reflected in the group's liberal
politics, alternative music, and lively nightlife.
53
FORBES BANNER/MICROSITE CASE STUDY
Forbes Banner Ad Engagement
DATE
VIEWS
TOUCHES
PCT
ACTIVE
CABS
Monday
11/12/2007
57265
4076
7.12 %
2381
Tuesday
11/13/2007
71347
4502
6.31 %
2428
Wednesday
11/14/2007
80749
5354
6.63 %
2433
Thursday
11/15/2007
90759
6092
6.71 %
2477
Friday
11/16/2007
65937
4339
6.58 %
2494
Saturday
11/17/2007
78358
6384
8.15 %
2470
Sunday
11/18/2007
65368
5073
7.76 %
2406
MICROSITE
54
LORD & TAYLOR BANNER/MICROSITE EXAMPLE
55
Trip Date
Impressions
Total x
banner ran
Banner
Touches
Pct
Mobile
Entries
Web Entries
Entry
Pct
Total
Cabs
3/17/2009
208,416
120,414
2,197
1.8
168
117
13%
6,321
3/18/2009
285,220
165,036
2,551
1.5
189
128
12%
6,355
3/19/2009
313,914
181,233
3,173
1.8
211
98
10%
6,343
3/20/2009
266,718
166,307
2,618
1.6
197
99
11%
6,360
3/21/2009
210,436
150,736
2,504
1.7
116
45
6%
6,215
3/22/2009
176,244
125,597
1,941
1.5
99
53
8%
6,054
3/23/2009
163,687
117,572
1,264
1.1
156
97
20%
6,297
3/24/2009
160,012
118,381
1,213
1
138
75
18%
6,321
3/25/2009
171,280
126,313
1,216
1
126
69
16%
6,345
3/26/2009
194,827
138,150
1,901
1.4
128
68
10%
6,366
3/27/2009
203,817
140,779
1,843
1.3
89
43
7%
6,357
3/28/2009
227,218
162,048
2,501
1.5
103
22
5%
6,206
3/29/2009
185,466
133,037
2,043
1.5
92
34
6%
6,053
3/30/2009
127,472
83,692
978
1.2
39
64
11%
6,307
3/31/2009
485
321
5
1.6
1
8
180%
6,327
2,895,212
1,929,616
27,948
1.4
1852
1020
10%
94,227
HSBC BANNER/MICROSITE CASE STUDY
HSBC Banner Ad Engagement
DATE
VIEWS
TOUCHES
PCT
ACTIVE
CABS
Monday
11/12/2007
55269
1187
2.15 %
2381
Tuesday
11/13/2007
69451
1219
1.76 %
2428
Wednesday
11/14/2007
81205
1706
2.10 %
2433
Thursday
11/15/2007
90793
1755
1.93 %
2477
Friday
11/16/2007
65411
1381
2.11 %
2494
Saturday
11/17/2007
78271
1972
2.52 %
2470
Sunday
11/18/2007
63877
1542
2.41 %
2406
MICROSITE
56
NEW YORK CITY TAXI CAB DEMOGRAPHIC DATA
AGE
UPSCALE
69% are Adults 18-49
60% have household income of $75k+
18-34
13%
35-49
33%
10%
19%
$75-$100K +
$100-$150k +
10%
65+
8%
18-49 – 69%
25-54 – 69%
35-64 – 54%
$150-$250k +
4%
20%
18%
$75K+ – 60%
$100K – 48%
$150K – 29%
SKEW SLIGHTLY FEMALE
Some High School
(non-grad)
51%
Some high
( nongrad)
Some College
High school
(1-3 years)
graduate
College Grad
or more
Source: NY Scarborough 2008 Release 2
$250K+
12.0%
High School
Graduateschool
58%
16.0%
19.0%
36%
E D UCATI O N LE V E L
< $50K +
$50-$75K +
50-54
55-64
57
24.0%
Some
College (1-3
years)
College Grad
or more
49%
Female
Male