2010 Retail

CBS Retail Outdoorcompleting the path to purchase

• To position CBS retail media in the context of current retail climate

• To highlight our key points of strength vs. other outdoor options

• To persuade you to re-look at budget allocation between formats

our agenda today

Unemployment at highest level

since 2004 Minister expects thejobless numbers to build

Ireland’s credit rating

plummets

Little hope for ‘09

graduates

NAMA will set Govfinances back by 10years

Budget hike hits hardWho’s incharge?

Bank shares drop by 90%

IMF calls for tougher

control on public

spendingIt has been a tough year for everyone

The economic climate has caused Irish

consumers to retrench...

This has caused major upheavals in every

sector of Irish Retail, especially grocery

shopping...

So is this the new reality for your clients & their brands

Or

is there light ahead?

“...there have been signs that consumers

are starting to detect faint glimmers of light

through the economic gloom”

September’s consumer confidence index

recorded a more positive assessment of

both the broad economic outlook and

consumer’s personal finances in the next

12 months

Source: Irish Times – Oct 2nd, 2009

“We expect the Irish economy to return to

quarter on quarter GNP growth in Q1

2010...

“Consumer spending may increase 1.5%

as real incomes stabilise..”

Davy’s predict a return to growth in 2010

Amarach’s Economic Recovery Index in September“saw the strongest score since April, as many think the worst is over”

It now matters more than ever to get brands back on the

shopping list

And that’s what our media do....at 145 locations nationally,

we complete the path to purchase for brands

PurchasePoints & StorePoints are at the

furthest point in the media chain along the

path to purchase

Our sites can deliver for brands whether

they are aimed at ‘price-led’ shoppers or

‘quality-conscious’ shoppers

We have defined two groups based on behaviour & mindset

Main shoppers – who had to agree with 4 out of 5 statements

“I look for the lowest prices when

shopping”

“I budget for every penny when

shopping”

“I always use money-off coupons”

“I am a bargain hunter”

“I always look out for special offers”

Price-Driven Shoppers

“It’s worth paying extra for quality

goods”

“I think well-known brands are better

than a shop’s own brand”

“I’m prepared to pay more for products

that make my life easier”

“I only shop at supermarkets that sell

good quality fresh food”

“I buy free-range / organic / fair-trade

products”

Quality-Conscious Shoppers

815,000main shoppers

35%

1,063,000main shoppers

45%

Price-Driven Shoppers Quality-Conscious Shoppers

Despite the recession more shoppers are

motivated by quality rather than just price

Retail 6’s* score best amongst the highest

spending shoppers

How should you use Purchase Points

to complete the path to purchase for

your client’s brands?

We can deliver messages to housekeepers for

grocery brands at the point of purchase, but...

...we’re suitable for brand campaigns, that are aimed at

younger shoppers

By re-balancing your outdoor plans we can deliver more for less

We deliver more Adults than

Adshel across a National Pack

(125 Sites)

Coverage is better and the cost is 32% less

Including PurchasePoints in

your campaigns delivers

incremental cover at lower

cost for all audiences – even

in Dublin

National

Re-allocating 20% of the sites in a typical Adshel national campaign

to PurchasePoints improves reach by over 20% and reduces

the cost by 6%

Dublin Rest of ROI

This also results in better reach amongst Dublin audiences and just as

importantly, helps close off gaps in other parts of the country

Even if using AdBox as part of

the mix, adding PurchasePoints

offers incremental net cover at a

lower cost

260 x AdShel 210 x AdShel

140 x AdBox 115 x AdBox Difference

75 x PP

131,800 126,050 -4.4%

National

Ads 45% 48% 6.7%

Main Shopper 47% 49% 4.3%

Ads 15-34 50% 52% 4.0%

Dublin

Ads 68% 68% 0.0%

Main Shopper 68% 69% 1.5%

Ads 15-34 72% 72% 0.0%

Rest of ROI

Ads 9% 19% 111.1%

Main Shopper 10% 20% 100.0%

Ads 15-34 10% 20% 100.0%

No loss in Dublin cover but a net gain

nationally………

PurchasePoints add

incremental cover in almost

every region compared to

AdShel-only campaigns

Including PurchasePoints

balances national coverage on

multi format campaigns –

delivering an audience other OOH

formats can’t deliver

You’re missing over

1.2 Million People

The key planning arguments in favour

of PurchasePoints

in summary...

PurchasePoints packs delivers higher coverage at a lower cost than AdShels alone

PurchasePoints deliver cover in Rest of ROI - addressing a key weakness of

multi- format outdoor campaigns

Including PurchasePoints with AdShel delivers better cover in Dublin as well as Nationally and

Rest of ROI than AdShels alone

Incremental cover not just for Main Shoppers – we even add incremental cover for

Dublin Adults -35

PurchasePoints are relevant for brand campaigns, whether aimed at

‘price-driven’ or ‘quality-conscious’ shoppers

2010

PurchasePoint Packs

& StorePoints

Format Size Number Rate Card

Dublin Packs 70 2 17,850

Urbanite Packs 95 5 24,225

National Packs 130 5 33,150

StorePoint Pack 302 2 16,308

Trolley Bay Banners

Trolley Bay Banners 20 13,000

Trolley Bay Banners 10 7,500

Trolley Bay Banners 5 4,250

Must be booked with a minimum of 95 PurchasePoint

Q1 OFFERS

Cycles 1 – 6 2010

The Path to Purchase Pack

130 National Pack

10 Trolley Bay Banner

1 Pack StorePoints

Rate Card: 56,958

Offer: 35,419 & free production of one design of all formats

Production Value: 5,350

Variety Packs

PurchasePoint & StorePoints

Book 130 National PurchasePoint & get a StorePoint Pack @ 50% discount

Rate Card: 49,458

Offer: 31,294 & free production of one design on both formats

Production Value: 2,450

PurchasePoint & Trolley Bay Banners

Book a minimum of 95 PurchasePoint & get a pack of 10 Trolley Bay Banners

@ 40% discount

Rate Card: 31,725

Offer: 21,410 & free production of one design on both formats

Production Value: 3,945

New Advertiser

Book a minimum of 95 PurchasePoint & get a pack of 5 Trolley Bay Banners

@ 50% discount

Rate Card: 28,475

Offer: 19,035 & free production on both formats

Production Value: 2,445

Valid for clients that have not ran since end 2007

CBS Retail Outdoorcompleting the path to purchase