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DIGITAL SIGNAGE MEETS SHOPPER MEDIA DEFINING A CUSTOMER-CENTRIC APPROACH James Tenser – VSN strategies Feb. 25, 2009 Las Vegas V 1.4

Digital Signage Meets Shopper Media

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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.

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Page 1: Digital Signage Meets Shopper Media

DIGITAL SIGNAGE MEETS

SHOPPER MEDIA DEFINING A CUSTOMER-CENTRIC

APPROACH

James Tenser – V•S•N strategies

Feb. 25, 2009 Las Vegas

V 1.4

Page 2: Digital Signage Meets Shopper Media

Don’t Let The Glowing Screen

Fool You…

2Digital Signage Expo - Las VegasFebruary 2009

Intro

Page 3: Digital Signage Meets Shopper Media

Retail: A Media Environment

3Digital Signage Expo - Las VegasFebruary 2009

Shopper Media

With Multiple Message Channels

Page 4: Digital Signage Meets Shopper Media

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

4Digital Signage Expo - Las VegasFebruary 2009

Shopper Media

Page 5: Digital Signage Meets 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?

5Digital Signage Expo - Las VegasFebruary 2009

Shopper Media

Page 6: Digital Signage Meets 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

Page 7: Digital Signage Meets Shopper Media

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?

7Digital Signage Expo - Las VegasFebruary 2009

Shopper Marketing

Page 8: Digital Signage Meets Shopper Media

The ‘Engagement Funnel’Awareness

Acknowledgement

Research

Evaluation

Purchase 8Digital Signage Expo - Las VegasFebruary 2009

Shopper Marketing

Page 9: Digital Signage Meets Shopper Media

Constituencies of Interest

9Digital Signage Expo - Las VegasFebruary 2009

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

Page 10: Digital Signage Meets Shopper Media

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

Page 11: Digital Signage Meets Shopper Media

SCAMP

11Digital Signage Expo - Las VegasFebruary 2009

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

Page 12: Digital Signage Meets Shopper Media

Today’s Shopper

(Your Audience)

Task-Focused

Time-Pressed

Financially Stressed12Digital Signage Expo - Las VegasFebruary 2009

Shopper Experience

Page 13: Digital Signage Meets Shopper Media

The Response Continuum

• How do shoppers perceive your in-store network? • Do they pay attention to it? • Do they even notice it’s there?

13Digital Signage Expo - Las VegasFebruary 2009

Shopper Experience

PURE LOVE

Valuable

Helpful

Interesting

Neutral

Uninteresting

Irritating

Assaulting

PUREHATE

Page 14: Digital Signage Meets Shopper Media

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

Page 15: Digital Signage Meets Shopper Media

Thank You!James Tenser -

[email protected]

15Digital Signage Expo - Las VegasFebruary 2009

Conclusion