Good News for Digital Signage - T-Minus 1 Day to DSE

Filed Under Advertising, Digital Signage

Talk about timing! I was just sent this article, apparently found on InStore Marketer, written by Dr. Brian Harris. What a great way to start DSE!

The article is based on a Reveries.com survey of 192 senior -level marketers.

It’s starts off with another Traditional Media Blast. 70% are frustrated with traditional media and 90% are actively seeking alternatives. A full 72% are exploring in-store media as an option:

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The article states that while there are similarities between the use of in-store media and Internet media, while Internet media is ahead in terms of spend, the Dr thinks that retail media spend will be ahead of Internet in 2 years time, mainly because most people haven’t even tried in-store media compared to a lot of people who have tried Internet media.

In general terms, about 75% of respondents see the retail medium as “good” or better as a medium:

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and the ways they measure performance:

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The absolute kicker for me was this response. If you increased your budget, where would the spend come from:

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Another interesting commentary was on the split of content vs. advertising. I touched on this a couple of days ago with my rant on the magazine theory: Is Your Digital Signage Network a Good Magazine. Dr Harris believes that 60% content and 40% advertising is the required split.

Some of the great commentary I believe in are as follows:

In the end, the kinds of scorecards that in-store media need to deliver against need to be based on what’s good for the retailer, the shopper and the advertiser. If any one of those three parties is not satisfied, it’s not going to work. The shoppers must feel like their shopping has been enhanced, that they’re shopping more efficiently, getting better information, and generally liking it more than they used to.
For the retailer, it’s a question of whether these media really grow the basket in sales and profit or simply swap one brand for another within the basket. And for the manufacturer — obviously it’s got to be that it grows their business while at the same time delivering the scorecard measures for the other two parties.

A comment on senior level marketers is that they’re looking at this PROPERLY AND LOOKING TO TRADITIONAL MEDIA BUDGETS, NOT TRADE BUDGETS TO FUND THESE INITIATIVES:

Only 18 percent said it would come from trade funds. They are looking at in-store media as a consumer spend, and not a trade spend

And the real kicker is the “MEDIA LINE ITEM” that we all have been wanting for so long:

We now should be thinking about in-store media as one-bucket deployment of funds rather than having competing buckets

And the closer:

The news is that we have validation of certain trends in a changing media landscape. Marketers are switching media, and the switch to in-store is firmly underway

HAPPY TUESDAY! I hope this starts your week off right and hope to see you at the DSE tomorrow!