Good RESEARCH

tells a

STORY

Kelly McGillivrayPeoplecount

Are you SELLING

what Media Buyers

are BUYING?

What are you selling?

locations technology screens time exposures CPMs

audience content coverage sexiness service support

So is EVERYBODY else

So, what ARE Media Buyers reallyBUYING?

You want to be SELLING what

Media Buyers are

BUYING!

And what is that?

Accountability

RESULTS for my client?

PROVE it!

What they are really saying…

“Don’t make me REGRET this.”

Credibility

Why should I spend my client’s

MONEY on you?

What they are really saying…

“Why should I risk my

REPUTATION on you?”

Differentiation

Media Planners Think “TV”

3%

8%

45%

37%

7%

Out-of-Home

Radio

Internet

Print

TV

2007 Ad Spend – OAAA

Accountability+ Credibility

+ Differentiation

= YOUR STORY

Your STORY is in the

NUMBERS

Metrics GoldNuggets

CompellingStory

Research

Highest TRAFFIC Observedby Peoplecount

(1,000s per week)

15

30

130

1000

Place-Based

Campus

Mall

Outdoor

“Captivate reaches more managers than Forbes, Fortune, Business Week

and The Wall Street Journal combined.”

A Good TRAFFIC Story

Typical DWELL TIMESObserved by Peoplecount

(minutes)

90

5

20

3

<<1

Place-Based

Campus (Notice Board)

Mall (Food Court)

Outdoor (in congestion)

Outdoor (free flow)

“In traffic, it takes up to 14 minutes

to pass this sign.”

A Good DWELL TIME Story(Outdoor Video Screen)

NOTICE RatesObserved by Peoplecount (Aided + Unaided)

22%

48%

66%

82%

Pharmacy -Ceiling

C-Store -Cash

Retail - POP

Service -Queue

We learned…

Short loop

Eye level

Simple content

Pilot studies are GOOD

Imagine telling

your STORY

STORY = SOLUTION

(Specific Measurable Results)

It’s easier to sell

STEAKthan SIZZLE

“Thank you.”

Kelly McGillivrayPresident & Chief Methodologist

kelly@peoplecount.biz