digital signage meets shopper media
DESCRIPTION
Excerpt from a presentation by James Tenser at Digital Signage Expo in Las Vegas, 2009, in which he advocates a shopper-centric approach to measurement.TRANSCRIPT
DIGITAL SIGNAGE MEETS
SHOPPER MEDIA DEFINING A CUSTOMER-CENTRIC
APPROACH
James Tenser – V•S•N strategies
Feb. 25, 2009 Las Vegas
V 1.4
Don’t Let The Glowing Screen
Fool You…
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Intro
Retail: A Media Environment
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Shopper Media
With Multiple Message Channels
It’s Gaining Media Ground
• The number of manufacturers and retailers that have significant shopper marketing organizations of more than 20 people has jumped from 29 percent in 2007 to 60 percent in 2008
• Over the next three years, in-store marketing activity will grow at a higher rate than any other marketing tactic
Grocery Manufacturers Assn. and Deloitte Consulting
• A Booz & Co. survey of consumer packaged goods marketing executives found that 95 percent plan to either maintain or increase investments in retail store media
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Shopper Media
Is It Effective?
• How do shoppers respond to Shopper Media?– What do they think about our network.?– What do they feel about our network? – What do they do about our network?
• Have we asked them?• Have we studied their behaviors?• Is audience measurement enough?
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Shopper Media
An Eventful Season
• Nielsen suspends PRISM data system• Walmart Network selects DS-IQ• OVAB, “Audience Metrics Guidelines”• POPAI/GIM, “Digital Signage” report• Digital Signage Today, “Measurement and
Analysis for Digital Signage”
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Shopper Media
Some Industry Headlines
Shopper Marketing
• “…understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers.” (Hoyt & Co.)
• Not limited to in-store marketing activities– But in-store activities “activate” the sequence of
persuasion at the moment of truth/choice– How can we measure contextual relevance, consumer and
proximity, and value accordingly?
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Shopper Marketing
The ‘Engagement Funnel’Awareness
Acknowledgement
Research
Evaluation
Purchase 8Digital Signage Expo - Las VegasFebruary 2009
Shopper Marketing
Constituencies of Interest
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Measuring Value
Stakeholder Common Drivers
Hosts/Retailers Sales, Brand Experience, Media Revenues, Competitive Differentiation
CPG’s Brand awareness, sales
Network operators Media revenues
Technology Groups Company revenues
Media Agencies CPM’s/GRP’s for clients
O2C – “Opportunities to See”Passive, Pass-by Impressions or
CPMI
Lowest
$Highest
View – Engaged / Metered Context-relevant
Do – Info Requests and “Punch-Throughs”
Buy – Stimulated Purchases
#Fewest
Most
Ad
vert
ise
r V
alu
eQ
ua
ntity/Freq
ue
ncy
‘Loyal’ Behavior
Shopper Media ROI Pyramid
Source: VSN Strategies Retailativity Study of Shopper Media © 2006-2008
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Measuring Value
SCAMP
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Shopper Experience
Source: VSN Strategies © 2008
ON
VENIEN
CE
MBIAN
CE
ERCH
AND
ISING
ERVICE
RICEFIVE PILLARS OF SHOPPER
EXPERIENCE
S C A M P
Today’s Shopper
(Your Audience)
Task-Focused
Time-Pressed
Financially Stressed12Digital Signage Expo - Las VegasFebruary 2009
Shopper Experience
The Response Continuum
• How do shoppers perceive your in-store network? • Do they pay attention to it? • Do they even notice it’s there?
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Shopper Experience
PURE LOVE
Valuable
Helpful
Interesting
Neutral
Uninteresting
Irritating
Assaulting
PUREHATE
Key Take-Aways• Stores are complex communications
environments, crammed with messages• Shopper experience is king
– Task-focused, time-pressed, financially stressed– Don’t assault! Serve
• Accountability and ROI are coming• Measure, measure, measure• Less tech; more consumer study• Counting eyeballs is OK; but feelings count tooFebruary 2009 Digital Signage Expo - Las Vegas 14
Conclusion
Thank You!James Tenser -
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Conclusion