Bangkok Interactive In-Taxi
Media Network
The Reach of Conventional Media with
the Effectiveness of the Internet
Touchmedia
1. Overview
2. Product Value Proposition
3. About Touchmedia
4. Pricing
5. International Case Studies
Agenda
Touchmedia’s in-taxi media network, Bangkok largest, distributes advertising, entertainment information and unique interactive experiences.
Touchmedia has five years contract with more than 44.000 taxis in Bangkok.
This gives us the capacity to reach over 61.776.000 passengers per months.
A Bangkok taxis averages 36 trips per day with over 1.3 backseat passengers in 1 month
36 trips x 1.3 backseat passengers x 30 days x 44.000 taxis = 61.776.000 passengers
Overview
Touchmedia Value Proposition
More Involving
Advertising
More
Cost-efficient
Targeting
Greater
Effectiveness
Precise
Measurability
Innovative Functionalities
Touchmedia Uniquely Meets 5 Client Needs:
Viewers select the information that interests them
The interactive advertising itself is entertaining, so they can do quizzes, play brand
games, answer questions, see product demonstrations and enter promotions
The result is dramatically longer viewing times (usually 80+ seconds* versus 2
to 6 seconds for most other print and outdoor media.)
Taxis are a captive environment, quiet, 1-on-1, conducive to consumer engagement
for 50 % of viewers
1. More Involving Advertising
Theater Videos and
flash programs
Icons Interactive
Flash Programs
The above tables show that taxi passengers have considerably more disposable income.
More spending power to buy your products or services.
*For 38 % of passenger the actual figures will be considerably higher.
2a. More Cost-Efficient Targeting
Data source: Bts Group Survey
Average Taxi Passengers: Bangkok*
9.0
35.0
56.0
Thb 15,000-22,499
Thb 22,500-49,999
Thb 50,000 or more
Data source:Thai National statistic office
Average Income: Bangkok
53.5
37.9
8.6
Thb 7,000-9,999
Thb 10,000-29,999
Thb 30,000 or more
Viewers of Video
• 1,393,000 seeing TVCs on average 1.61 times Icons Entrants
• 171,000, roughly half spend over 1½ minutes in the icon.
A Bangkok taxi averages 36 trips per day, with over 1.3 backseat passengers.
In 1 month 36 trips x 1.3 backseat passengers x 30 days = 1,404,000 people.)
*Results taken from international study of same media platform - not Touchmedia Thailand.
Taxis deliver large numbers
Backseat passengers only, for 1,000 taxis, in 1 month
Bangkok
2b. More Cost-Efficient Targeting*
0
20
40
60
80
100
120
Item 1 Item 2 Item 3 Item 4
Fully agree
Agree
Think it's right
Negative
Taxi Passengers like the media and find it useful…
3a. Greater Effectiveness*
Item 1 Taxi media is a good channel for product information
Item 2 Taxi media is a good way to occupy one’s time
Item 3 I usually use the screen
Item 4 I recall messages delivered on taxi media well
Data source : indipendent research provided by a retail client
*Results taken from international study of same media platform - not Touchmedia Thailand.
Disney
GE
Skoda
Pepsi
Estee Lauder
Disney GE Skoda Pepsi Estee
Lauder
Jan. 69.2 44.2 53.8 73.1 42.3
Feb. 72 45.6 60.8 68 44.8
Average 71.2 45.2 58.8 69.5 44.1
Average Recall Rate from
Because it is interactive, RECALL is exceptional
10%
% Recall
NOTE: Average recall
1 to 2 months after
viewing is around
10 % for TV and
press; less for
newspapers &
magazines.
3b. Greater Effectiveness*
*Results taken from international study of same media platform - not Touchmedia Thailand.
Data source : indipendent research
provided by a retail client
HSBC sponsors “Walking With
Dinosaurs”
Mercedes Stadium event organizer,
“We saw a 20% spike in ticket
sales from the day the advertising
launched on Touchmedia”
20% of sales was 30,000 tickets, a
result they have seen with no other
media.
Diesel 30th birthday promotion. Buy a one-
off designer pair of jeans for THB 500. 1
day only/1 store only. Target:
sell 200 pairs.
ONLY media used: Tvc’s in taxis.
10.00 The store opens to a queue
of 3,000 people.
10.30 The 2400 jeans had sold out.
10.40 Police arrive to control
1,500 people unable to get jeans.
3c. Greater Effectiveness *
*Results taken from international study of same media platform - not Touchmedia Thailand.
Each individual trip is measured giving a far more accurate ROI for advertisers
Every client receives a detailed report. Data we can measure:
Allows detailed profiles Gender, Interests, Responsiveness, Location
(home and office) Use CRM to build a relationship beyond the taxi
Trip / Viewers No. Of Trips No. of Passengers
Video Number of Plays Duration
Icon Icons Chosen Time; Pages Viewed
Location (Bangkok) Pickup point Drop Off point
Promotion Response Rates Mobile Downloads
Contact Details Phone Numbers Emails
4. Precise Measurability
Relationships established with potential customers
can be maintained beyond the taxi
5. Innovative Functionalities
Time-based advertising
Location-based advertising
Download Apps to mobiles
Download e Coupons to mobiles
Market research
3G
SMS direct from the screen
13
Why is Touchmedia so Effective?
Advantage #2: Demographics
Taxis concentrate a Target Audience that’s affluent, educated, white collar
and has high levels of expenditure, in larger numbers than other media.
Advantage #1: Involvement
Viewers select material that interests them. Ads are entertaining – try
make up on a model, look around a new car inside and out. More
involving means a longer viewing time, around 80 seconds.
Advantage #4: Precise Measurability and Contact Details
Each trip and what the viewer did is measured and recorded. We can
even collect contact details right on the screen.
Advantage #5: New Functionalities:
Viewers can download information, catalogues, promotions, store locations
and coupons Ads can be adjusted on the screen for taxi location and time
Advantage #3: Greater Effectiveness
Interactivity and longer viewing times mean higher recall and response.
Often many times higher.
Theater Videos and
flash programs
Icons Interactive
Flash Programs
What is Touchmedia: The Unit
The viewing screen has 2 parts:
A video “Theater” that runs 18 to 24 minutes. This is the same as the
average taxi ride so each passenger will see the loop through once.
And “Icon” buttons that call up the interactive programs on the screen.
Over 200 clients spanning most ad industry categories
Two thirds do multiple programs vs. average new media level of below 15%
Mix of international and local clients
Examples of International clients
benefit from taxi advertising
Sampling campaign target: 4,000
4 million viewers; 210,000 enter sampling
Qualified 30,000 by gender, age, usage and purchase frequency
Hugo Boss*
Qualifying Prospects
Citibank, Standard Chartered, etc.
Apply on screen and confirm with follow
up call.
One bank has run 5 programs
With 22,000 loan applications
Loans “in the hundreds of millions”
Banks*
Personal Loans
*Results taken from international study of same media platform - not Touchmedia Thailand.
Dyrberg/Kern Jewelry –1 month
ad used by 1.1 million passengers
56,000 phone numbers entered to
download MMS discount coupon
1,500+ redeemed with spend of several
million THB
Dyrberg/Kern Jewelry*
MMS Coupon
600,000 passengers entered the interactive icon where they could download a branded ECCO pedometer App for their phone
10,000+ regular users of the App in ongoing dialogue with ECCO
Ecco Shoes*
Mobile Phone App
*Results taken from international study of same media platform - not Touchmedia Thailand.
Touchmedia - driving
your message home
Thank You!
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