an exciting new media channel

Introduction
TouchTaxi is an in taxi digital touch screen providing timely relevant information to the taxi passenger and a captive audience to the advertiser. Digital Spark has developed, implemented and proven this exciting new media platform, combining world leading technology with a strong digital media proposition. TouchTaxi is targeted directly at taxi passengers offering high levels of engagement via remotely connected interactive touch screens delivering useful and entertaining content supported by an effective media offering. This medium has now hit the attention of major media companies overseas with NBC and Clear Channel teaming up to deploy thousands of screens in New York City. Buoyed by international recognition of the medium, Digital Spark has secured the real estate of 2000+ Taxis in Australia directly with the taxi operators providing the ability to rapidly scale the network.

TouchTaxi Benets
For consumers/passengers:
TouchTaxi is an innovative and engaging means of accessing useful, interesting and entertaining content based on a consumers occasion of use. The range of channels provides the user with a wide variety of timely relevant information which they can access whether its watching movie trailers, news videos, catching up on the latest national, local or worldwide news or checking the weather across Australia. Content can be downloaded to a mobile phone or PDA. Every TouchTaxi unit is remotely connected to allow monitoring, measurement of activity and ease of updating to ensure content is always timely and relevant.

TouchTaxi Benets
For advertisers:
TouchTaxi is intrusive and offers a unique way of accessing a highly captive and attractive audience through the delivery of interactive ads. The medium totally engages passengers and through its interactivity suits direct response campaigns where names and numbers can be collected. Content downloads provide advertisers the ability to offer value added incentives for consumers to redeem at retail. With this facility TouchTaxi is perfectly suited for: - Product launches - Promotions/competitions - Presentation of features and benets - Sampling

Content Channels

News Sports Weather Entertainment Finance Jokes Environment Movies Health Horoscopes

Breaking news headlines linking to stories Current headlines linking to stories 3 day outlook by capital city Headlines linking to brief stories Business news, Indices, Foreign Exchange calculations A selection of tasteful jokes Headlines linking to brief stories A selection of movie trailers Current headlines and stories Latest predictions by star sign

TouchTaxi Interface

News Channel Example

news

Finance Channel Example

Finance Channel Example

Finance Channel Example

Directory Listing Example

Search by occasion of use:

Dining Cuisine Restaurant Location

news

Channel Tower ad

Proximity Marketing
Proximity Marketing GPS based mapping April 08

T
Restaurant Location

Taxi

Content Distribution

Content on the TouchTaxi interface can be distributed across the entire network, to individual eets of taxis or to an individual Taxi over a 3G network. Content can be scheduled by day part, consumption pattern, or seasonality. The interface is capable of downloading content to a portable device such as a mobile phone or PDA via Bluetooth. Screen are equipped with audio and the interface can display ash embedded video, text and graphics providing rich exciting and dynamic content. All units are equipped with GPS which will allow for proximity marketing campaigns. For example when a Taxi travels within a certain area localised content would appear. All touches to the screen are measured and reports on the number of touch throughs per campaign are provided to advertisers. Reports can be customised to the needs of the advertiser based on their brief.

Advertising Products
Premium Products:
The interactive nature of TouchTaxi provides signicant exibility for the development of innovative customised campaigns that can deliver immediate response and in-depth measurability.

Examples of how TouchTaxi can be used include:

- Direct response for product launches - Entering name and phone number or email address to respond to offers or for call backs - Survey - Deliver geographically triggered ads based on GPS location (April 08) - View demonstrations of products - Access external data feeds eg. live sport results, no. of entries to comp., etc.

Advertising Products
The average taxi has 1900 passengers per month with the average trip lasting 12 minutes the opportunity for advertisers to engage with passengers is signicant. Advertising inventory consists of Banner and Channel Tower advertisements. There are 15 run of station banner ads slots with each ad rotating randomly every 15 seconds. This delivers each banner ad at least 4 times per average trip. Each channel has 4 Channel Tower advertisements rotating randomly every 7.5 seconds.

Advertising Products

Screen Saver

Banner

Interactive/Mini-site

Appears when screen has not been touched for 90 seconds. Up to 15 are displayed in a loop, each displaying for 15 seconds.

Appears when screen is being touched. Up to 15 are displayed in a loop, each displaying for 15 seconds.

When a screen saver or banner is touched, the passenger is taken to a mini-site which provides Multiple interactive pages.

Advertising Products

Channel Tower

Interactive mini-site

CHANNEL TOWER

Appears when channel button has been touched Up to 4 are randomly displayed in a loop, each displaying for 7.5 seconds.

When a Channel Tower ad is touched, the passenger is taken to a mini-site which provides Multiple interactive pages.

Advertising Products
Channel Sponsorship

10 Sponsored channel opportunities

Sponsor branding on Buttons Sponsor branding

Case Study
The following case studies provide examples of the innovative ways in which the medium can be used.

Campaign:
American Express American Express leveraged the environment of the taxi to deliver a clever and relevant campaign showcasing The benefits of the American Express Card. The campaign invited interaction delivering a deeper experience with the audience by showcasing uses for the card.

Case Study
Campaign:
McDonalds Deli Choices

McDonalds chose TouchTaxi to help launch their Deli Choices menu to a health conscious audience with a secondary aim of encouraging immediate action as passengers approached McDonalds restaurants.

Case Study
Campaign:
Australian Open IBM IBM chose TouchTaxi to deliver a technically innovative campaign whilst leveraging their sponsorship of the Australian Open Tennis. The campaign delivered timetables together with frequently updated match results and statistics.

Case Study
Campaign:
Lexus GS450 TouchTaxi was selected to deliver an interactive experience highlighting the features of the benefits of the hybrid sports car to a captive and well targeted audience.

About Digital Spark

TouchTaxi
parent, Digital Spark, is a specialist Digital Media company established to develop and commercialise innovative digital screen media networks. Digital Sparks well rounded team combine a rare blend of skills in media, technology and design. In addition to creating Touch Taxi, these skills have driven the development of a number of innovative networks including:

ihub, a world rst large format outdoor touch screen product

combining print and bluetooth facilities; A cultural installation on Sandridge Bridge, a gateway to Melbourne; And retail screen networks, including Chemist Warehouse TV, Australias largest pharmacy screen network.

Audience Source

Australian Taxi Industry

State NSW VIC QLD SA WA TAZ ACT Average/Total Taxis 6,347 4,525 3,050 1,156 1,690 407 262 17,604 $ Fare 17.13 20.3 17.2 14.95 11 11 17.74 # Fares/month 1274 667 1092 555 na na na 1000 Ave Km/fare 7 11.5 7.5 7.8 9 8 15 Time/fare 10 20 11 15 11 11 13 13 Passengers/month* 12,059,300 8,597,500 5,795,000 2,196,400 3,097,000 773,300 497,800 33,016,300

*Based on an average of 1.9 passengers per fare. Source ATIA state and Territory statistics as at December 2006
Figures do not include rural and small towns. For purposes of discussion we will use the average of 1000 fares per cab per month, 12 minutes for the average fare and an average of 1900 passengers per month.

International expansion
The City of New York recently mandated that all Taxi Cabs operating in the city be equipped with information screens. US free to air and Cable Channels have entered into relationships with screen providers to provide content and advertising onto the interactive screens in the 10,000 New York City Cabs. For Example NBC and ClearChannel formed a Joint Venture, NY10.

Digital Spark will be entering the US market on the West Coast in early 2008 with an initial roll out
of a 4000+ Taxi networks in Los Angeles, San Diego and Las Vegas.

Contacts

For further information please contact:

Foster Rebecchi
Sales Director Digital Spark Pty Ltd Level 12 468 St Kilda Rd MELBOURNE VIC 3004 (03) 9866 5422 0418 263 297 foster@digitalspark.com.au

Marion Leddy
Sales Manager, Reddy Media 0412 279 647 marion@reddymedia.com.au

Dennis Rawlusyk
Chief Technical Ofcer Digital Spark Pty Ltd 0413 934 595 dennis@digitalsprk.com.au

www.digitalspark.com.au

Case Study
Campaign: BMW 1 Series

TouchTaxi was selected to launch the BMW 1 series to a relevant and captive audience in an innovative way.

Case Study
Campaign: Telstra Bigpond 3G

TouchTaxi provided an ideal environment for Telstra to showcase their mobile 3G product in an interactive way.

Case Study
Campaign: Snow TV

Chose TouchTaxi to promote the ski slopes by delivering updated information on lifts operating and snow conditions by resort.