MTR Digital Panel Network Sales Presentation March 23

MTR Digital Panel Network Sales Presentation March 23 rd, 2009 1

Table of Content • • • Why MTR Digital Advertising? JCDecaux Group Digital Experience MTR Digital Panel Network § § § § Why Digital Panel Network? Product Offers Sales Package Locations One Stop Service Solution Technical Specifications Artwork Approval Material Submission 2

Why MTR Digital Advertising? 3

Why MTR Digital Advertising? • Why Digital? § Allows motion which attracts attention as animated ad is perceived to be an effective format § Offers new creative possibilities, freshness and a modern image § Flexible for speedy update to communicate right message at the right time § MTR captive environment has a competitive advantage over other outdoors to ensure full message delivery 4

JCDecaux Group Digital Experience 5

JCDecaux Worldwide Presence NORWAY UK USA GERMANY FINLAND FRANCE CZECH REPUBLIC HUNGARY SHANGHAI HONG KONG CHILE AUSTRALIA Well-established Global Outdoor Digital Experience. Strong global network for experience sharing and idea generation. 6

MTR Digital Products Evolution 100 Trackside Plasma TV 51 Concourse Plasma TV 4 Plasma Ring Digital Escalator Crown Digital Panel Network Launch of Concourse Plasma TV Launch of Trackside Plasma TV Jun 03 Dec 03 Oct 06 Q 3 08 Q 1 09 7

Digital Panel Network 65” HD Plasma Panel in pairs to display animated images enhancing visibility and impact 8

Product Offers 65” HD PLASMA Panel 120 panels across 10 high traffic stations Maximum 4 advertisers in each network at the same period, total 2 networks Image can flow across the Digital Panels Synchronization in pairs Flexible to run 3 different creative execution per day 9

Product Positioning Network Product for Mass Coverage with Creative Flexibility for Dynamic and Multi-visual impact Innovative & Progressive Brand Image Mass Network Coverage 120 panels across 10 high traffic stations new creative possibilities and modern image Right Message at the Right Time allow creative rotation by different time of the day High Creative Flexibility Simple Execution digital display allowing animation, video and motion graphic High Impact twin display to showcase product features 10

Creative Mockup Demo

Digital Panel Network Sales Package Stage 1 March 17 – May 4, 2009 – Launch Package One network(tentative) – Full Coverage Package to May 5, 2009 – ADM, MOK, CEN, TST , TAK (subject technical 2 Networks - CAB, KOT, WAC, KWT, PRE Total feasibility) Weekly gross: $130, 000 for 30 pairs (90 x 10 -sec / hour) Minimum Booking Period: 2 weeks Stage 2 12

Digital Panel Network Notes for Advertisers • Include 3 versions to be broadcast throughout the booking period • A surcharge of $1, 000 is applicable for each additional creative version • Maximum of 4 advertisers can share the same network at the same period • Panel Extension (Optional for Domination only) • Schedule change request must be submitted 2 working days prior to display time 13

Locations Station Location No. of Pairs Total no. of pairs Admiralty Concourse Level Upper Platform Level Lower Platform Level 4 2 2 8 Causeway Bay Sogo Concourse Upper Platform Level South Times Square Concourse 5 th Basement South Times Square Concourse 3 rd Basement West Concourse Level 2 4 1 1 1 9 Central Transfer Concourse Level Worldwide House Concourse 6 2 8 Wanchai Concourse Level Lower Platform Level Upper Platform Level 1 1 3 5 Taikoo Concourse Level 4 4 14

Locations Station Location No. of Pairs Total no. of pairs Mongkok Concourse Level ( near Entrance A) Concourse Level ( near Entrance E) 3 1 4 Prince Edward Concourse Level 4 4 Kowloon Tong Concourse Level Entrance C (Festival Walk) 3 2 5 Kwun Tong Concourse Level ( near Entrance A) Concourse Level ( near Entrance D) 4 3 7 Tsim Sha Tsui Concourse Level (near Entrance A) Concourse Level (near Entrance C) 3 3 6 15

Technical Specification • • • The standard spot-length for advertisement is 10 seconds* No audio support will be provided Animated /Static Image File Format § JPEG / WMV 9/MPEG 2 § Resolution : 1080 x 1920 pixels ( portrait mode) • Video File Playback Format § WMV 9 / MPEG 2 § Resolution : 1080 x 608 pixels (16: 9 video) • For more details on technical specifications, please refer to the Digital Panel Network Content Specifications *Spot length can be extended to 15 sec or 20 sec subject to special request. Frequency of the extended spot length will be adjusted accordingly and a 15% loading fee is required. 16

Artwork Censorship • Send all creatives for Digital Panel Network/ Feature Ads (sticker extension artwork) and mock ups of site photos to the Booking/ Traffic Department of JCDecaux Digital Vision. • All required materials are to be uploaded to the JCDecaux Digital Vision’s FTP server: ftp: //ftp. jcdecaux. com. hk/ • For enquiries regarding specifications / scheduling / delivery details and deadlines / login name and password of FTP server / full censorship / file submission / failure report, contact : § Mr Keith Chan, Senior Traffic Coordinator of JCDecaux Digital Vision. § Telephone No. : 3960 3322 (Office Hours)/ 9269 3099 (Non-office Hours) § Email Address : keith. chan@jcdecaux. com. hk 17

Material Submission Censorship Process Timing First submission - Mock up, storyboard and artwork 3 weeks prior to the display day Material submission – First Version 10 working days prior to the display day Material submission – Finalised Version 5 working days prior to the display day • All materials are subject to approval of TELA censorship and MTR Corporation Limited • JCDecaux Digital Vision will provide dedicated FTP server ftp: //ftp. jcdecaux. com. hk with login details for materials upload • Commencement : every Tuesday 18

One-Stop Service Solution (Optional) 19

One Stop Service Solution • “One Stop Service Solution” aims to help shorten clients’ production lead time • Offers creative recommendation, storyboard design, production and up to media files (static & video) based on the source materials provided by the client/creative agency • Provides on-site checking to ensure the quality of the media files Ø Contact Staff: Jeff Man Direct Line: 2862 7293 Jeff. man@jcdecaux. com. hk Jeff Chan Direct Line : 2862 7266 Jeff. chan@jcdecaux. com. hk 20