ad|runner^®Digital Taxi Tops Advertising Can Equal or Surpass Recall of Television Spots, According to a New Survey

New York, NY, September 13, 2004 — Adapt Media, Inc., creator of a new medium for advertising in public spaces, today announced the results of a media effectiveness study conducted by Next Century Media, Inc., a media research firm.  The research shows that the effectiveness of advertising on ad|runner^® digital taxi top displays, can equal or even surpass that of prime time television, considered to be the Gold Standard in terms of media effectiveness, with comparable dollar investments. The study also found that the digital displays were considered substantially more eye-catching than traditional static signs on taxis by pedestrian respondents.

“In this study, two advertisers ran ad|runner^® campaigns, which were measured in terms of awareness levels via street intercept interviews among adults utilizing standard state of the art research methodology,” said Stu Gray, who managed the study for Next Century Media. “The two ad|runner^® campaigns averaged 34% awareness using the definitive recognition technique pioneered by Starch, Simmons, and championed today by Bruzzone.”

“As a benchmark, a TV campaign would require 875 Target Rating Points (TRP) to achieve the same 34% level of awareness (Source: TV Dimensions 2004). It would require 6950 TRP to reach the 50% level of awareness achieved by one of the two ad|runner^® campaigns included in this average. The price of achieving what ad|runner^® achieved in that campaign would have been substantially higher via television.”

“We believe that the high impact of ad|runner ^® displays is due to their eye-catching images, the impact of highly relevant messages with flexible content that responds to up-to-the-minute information. This was supported by the study,” commented Gray.  “Respondents were asked to compare ad|runner^® to static printed signs atop taxi cabs, and 70% said that they found the ad|runner^® digital displays of Adapt Media’s more eye-catching than static printed signs.” 

"These quantitative results confirm our belief that the ad|runner^® network of digital taxi tops offers tremendous value to advertisers,” added Eyal Cohen, CEO of Adapt Media^®.  “We’ve deployed ad|runner^® displays in venues across the country so that advertisers now have a new, powerful way to reach a targeted audience with proven effectiveness.”

About Adapt Media, Inc.

Adapt Media, Inc. is a leading provider of a wireless Outdoor Advertising infrastructure that enables advertisers to deliver dynamic real-time, geo-targeted outdoor advertising.

ad|runner^®, the company's patented media platform can distribute advertising campaigns to thousands of electronic billboards installed on vehicles within seconds. ad|runner^® makes use of cutting edge cellular communication, GPS, Internet ad serving, and electronic display technologies to enable advertisers to target their clients with  geographical and time accuracy. The display combines LCD and LED screens for high-impact brand imaging and streaming information.

The Company has chosen taxicab rooftop displays as the initial application of its technology.  Each ad|runner^® display has a control unit, which includes an on-board computer, cellular modem and GPS (Global Positioning System) receiver, installed to communicate with the central control unit.  This outdoor display system has the geographical accuracy of a few feet and the time accuracy of a few seconds.