The Future of Advertising Advertising Trends and Outlook Conference April 8, 2008

– 2 – The Lifecycle of Marketing and Communications Channels (Forecasted Ad Spending Growth Rates) Source: PQ Media Alternative Out-of-Home Media Forecast, PWC Entertainment and Media Outlook

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– 4 – 186 networks accept third party ads that reach regional or national audiences 40 networks have digital screens installed in over 500 locations operational 30 networks have established sales, programming or ownership relationships with NBC and CBS 65 networks can deliver ads in close proximity to the point of purchase retail) <25 networks can deliver ads digitally to all of their screens Source: Profitable Channels Out-of-Home Digital Advertising Database & Industry Analysis 2008 The Mix Out-of-Home Digital Ad Networks (By Business Model) Industry Overview: Out-of-Home Digital Ad Networks

– 5 – Consolidation of Networks with Major Media Source: Profitable Channels Out-of-Home Digital Advertising Database & Industry Analysis 2008

– 6 – 1.Simplicity 2.Local sales 3.Advertiser education & advocacy 4.Reach & scale 5.Content and creative 6.Integration Six Ways Media Companies Will Need To Add More Value

– 7 – Source: Profitable Channels Out-of-Home Digital Advertising Database & Industry Analysis 2008

– 8 – Unlocking The Full Value of This Media Is a Challenge Targeting a media portfolio to “saturate” a geographic market with digital impressions Value = engagement x local impressions Targeting a media portfolio to the point of purchase where action occurs Value = relevance x measurable response Targeting a media portfolio to customer lifestyle and patterns Value = targeting x national reach Place Based Retail Media Lifestyle Portfolio Value Complexity Retail Media Place Based Media Lifestyle Portfolio

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– 10 – They Valuable And Unique  The same “triple threat” as search engine marketing: targeting, reach and measurability  The five things these networks can do that others media cannot  The 4C’s: coverage, control, cost and customer experience.

– 11 – They Are Big