SALES PROFILE

About Right Angle

• Right Angle Media is one of the largest Out-Of-Home media companies in the UAE and MENA

• Right Angle has partnered with the Road and Transport Authority (RTA) in developing and managing the world’s first and only Air-Conditioned Bus Shelter system for Dubai

• This system covers over 650 locations on all the primary transit routes of Dubai

• Right Angle uses established and accepted Global Best Practice that provides advertising effectiveness and accountability

Street Furniture - Citilink

• A series of advertising circuits specifically designed to offer the widest and most comprehensive REACH and FREQUENCY

• Each circuit comprises 10 bus shelter locations

• Each bus shelter location has 1 Top Panel and 2 faces of the Free Standing Unit (FSU) available for advertising

• Circuit-based coverage creates a fully integrated media portfolio that seamlessly fits into an media plan to build awareness, arrest decay and sustain the campaign

Citywide Coverage

New Dubai Bur Dubai Deira Ghusais Suburbs

Right Angle – Research

• Right Angle is the first outdoor media company in the region to invest in audience research as it aims to provide accountability to an advertising investment

• Right Angle appointed Mars Media Services as its research partner to help survey the awareness and effectiveness of its Street Furniture

• Additional objectives were – To generate insights on creative

measurements– Media impact on buying decisions– Identify brand recall on Bus Shelters

Right Angle – Research

• Findings were generated via face-to-face interviews following a fully structured questionnaire

• Sample Size (Dubai only) Male - 175 Female - 75 18-25 yrs - 45 26-30 yrs - 75 31-35 yrs - 47 36-40 yrs - 47 41-45 yrs - 36 Locals - 35 Expat Arabs - 60 Asians - 125 Westerners - 30

Total - 250

Research – Top of Mind Awareness

When asked “What OOH media comes first to your mind?”, the unprompted reply was

Bus Shelters have managed, in less than six months from the first study in Nov 2008, to improve its ranking through the top 3 OOH media on spontaneous brand awareness to rank no. 1 (all figures in percentages)

Source : Mars Media Services commissioned by Right Angle

Bus Shelte

rBus

Hoardings

Bridge Banners

Taxis

Posters

Digital S

creens

Mobile

Billboard

s

Billboard

s

Ad TowersPOS

0

5

10

15

20

25

2118 17

10 9 96

4 4 3 2

Research – Brand/Ad Awareness

When asked, “Have you seen or recall an ad on a bus shelter in Dubai?”, their reply was

• 87% of the respondents in the survey claim to have seen an ad on a Right Angle bus shelter across all target groups (all figures in percentages)

• The awareness levels are consistent across all age, gender and ethnic groups

Source : Mars Media Services commissioned by Right Angle

Total

Male

Female

18-25 yrs

26-30 yrs

31-35 yrs

36-40 yrs

Local

Arab

Expat

Arabs

Asian

West

erners

404550556065707580859095

100105110

87 87 87 89 8985

81

74

80

90

100

67 69

62 60

73

81

54

6670

64

73

Apr 09

Nov 08%

Research – Media Preference

When asked, “How is this medium different from other OOH media?”, their reply was

Visibility and frequency of the medium are two of the main reasons Right Angle bus shelters score well over other OOH media

Source : Mars Media Services commissioned by Right Angle

66%33%

43%

Wide Coverage

Large Size

Stylish

Research – All Media Performance

When asked, “What medium most affects your decision to purchase?”, their reply was

OOH media is proven to be the most effective medium affecting consumer’s choice of brand purchase – Right Angle being at the forefront (all figures in percentages)

Source : Mars Media Services commissioned by Right Angle

Outdoor Media

Radio Print Media TV Internet0

10

20

30

40

50

60

70 6458

42

3228

Street Furniture Portfolio

• A circuit of 10 bus shelters comprising Top Panel of the shelter and two faces of the Free Standing Unit (FSU)

• Why do we sell by circuits ? Provides citywide coverage Performance can be measured Production cost is minimised

• Our campaigns are modeled on the globally accepted, tried and tested street furniture media standards enjoyed by brands across all major cities in Europe, America and Australasia

REACH OUT

Street Furniture Portfolio

• Premium product located in key Dubai areas that allow you to bookmark your property and hence the message and audience

• Signature locations across the city – long term ownership options.

• Outside key malls, stations, hotels, entertainment areas, stores and offices. E.g. Burj Al Arab Hotel, Emirates Towers, Mall of the Emirates, Burjuman

REACH ICON

Street Furniture Portfolio

• Specifically designed to guarantee the best possible reach to a captive audience in a highly aesthetic and comfortable atmosphere

• Encourage trial, educate and broaden your audience through the unique ‘Long View’ placements

• Four individual posters inside the bus shelter ensure deep reach to your message and connect with the audience – day and night

REACH IN

Street Furniture Portfolio

• RETAIL LINK is a specially designed package designed to ensure that your brand is foremost in the consumer’s mind upon entering a retail outlet

• Clients and agencies can now utilize this product to ensure increased brand awareness and product sell-through

• Locations outside of supermarkets, malls, shopping centers and other retail outlets broadcast your message to all consumer’s on the “pathway to purchase”

RETAIL LINK