Sep
25
Downed Screens Hurt Us All
Filed Under Advertising, Digital Signage, digital ooh | Leave a Comment
Sigh…this type of thing disappoints me. Again, a bad picture from my crappy camera phone but this is a Digital OOH Taxi topper that just went by my office.
Seeing any screen crashed like this is worriesome and does not promote confidence in the space as a whole. One of the major complaints from agencies about the DOOH medium is that they go on tours and screens are down repeatedly for campaigns they’ve purchased.
While many work very hard to keep their properties up and try to be as responsible as possible, even being up 90% and overdelivering on campaigns is still off by 10% on the audience they are targeting which is 5% too much – minimum. The media game is a fairly harsh world of “drive for perfection”. I know others have addressed this before but I needed to bring it up again given I just saw this.
We need to strive to keep all screens up at least 95% of the time…it’s a tough standard but one we need to live for if we’re to build ongoing credibility as a medium.
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Sep
21
P&G Likes Path-2-Purchase Concept
Filed Under Advertising, Digital Signage, digital ooh | Leave a Comment
I’ve been harping on for some time now about how media is no longer “Couch to Store” and that media and creatives needed to start looking at connecting with consumers on the path-2-purchase and at the “point-of-purchase”. See past links here:
- July 30 – http://www.robgorrie.com/2009/07/30/why-agencies-should-care-about-shopper-marketing-and-the-path-to-purchase/
- Mar 19 – http://www.robgorrie.com/2009/03/19/satchi-x-agrees-path-and-point-of-purchase/
- Sep 19 – http://www.robgorrie.com/2007/09/19/the-path-to-digital-signage-success/
there are more but that’s a start.
While P&G doesn’t call it the same thing I/ADCENTRICITY does, it has its own name for the way in which you need to consider creative and media executions when trying to speak to the consumer: Store Back
store back is meant to be “a mind-set,” not another process in a company that already has plenty. But it’s also clear the mind-set could have a substantial impact on process, elevating the role of shopper marketing to also become a creative gatekeeper. “It means you have to have the end in mind when you’re coming up with the [marketing] idea,” she said. “If it doesn’t work at the store, it’s a miss.”
As Andy Murray from Saatchi & Saatchi X notes:
Andy Murray, CEO of Publicis Groupe shopper-marketing agency Saatchi & Saatchi X, said he sees store back elevating the role of shopper marketing at P&G and elsewhere. “It will bring more shopper-marketing insight work into the upstream ideation process,” he said.
He’s sometimes seen initiatives where Saatchi X “has to do some rework to make it work at the store level, and we can probably eliminate that by having better insights about the store built into the front end.”
It’s easy to tack on a shopper-marketing component to most ideas, such as through an adaptation of an ad that runs on in-store TV or a packaging blurb. But store back is supposed to be about ideas designed from the start to resonate with shoppers.
Interesting how this whole shopper marketing and shopper insights stuff is being driven in at the agency level on all fronts.
Many in traditional media have a very hard time wrapping their heads around this whole concept, preferring to stay with what they know. Shopper marketing, digital and anything that helps facilitate it are coming in strong. As Andy also says:
“Search advertising is shopper marketing done online,”
The keys to why these changes are coming on so strong can be read in the Ad Age article, but the highlights are:
- PERCEIVED ROI IS UP
- SHOPPER-MARKETING DEPARTMENTS ON THE RIS
- CONVERGENCE WITH DIGITAL
- CONVERGENCE OF CONSUMER AND TRADE BUDGETS
- CONVERGENCE OF CONSUMER AND SHOPPER RESEARCH
- RETAILERS TAKE CHARGE
I recommend reading this article several times…very good insight and Coke and P&G are pushing hard for this type of approach and if you do business with P&G and don’t buy in to the concept of end-to-end creative and media plans, you’ll understand why business with them doesn’t get won as often
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18
NYC Lotto Goes Digital
Filed Under Advertising, digital ooh | Leave a Comment
While I’m still amazed at how crappy my phone is at taking pictures, I was interested to see that NY Lotto has started putting screens in Delis, Bodegas and Convenience Stores in NYC.
Coming originally from Ontario, Ontario Lottery Group was one of the original kids on the block (like 7 years ago!) that implemented a network like this. Michael Tutton and the crew over there have done a fine job with it. It’s also 10,000 locations/screens strong!
I was a little disappointed in the quality of the hardware…thinking they could have gussied it up and made a pretty sexy unit with the learnings from the other lotto companies that have gone before them. Oh well.
What I got a kick out of is that this unit was at my local bodega and I know the guy well. The first thing he said when I took a picture was:
I don’t get these guys. Why would they put an expensive screen in my shop just to flash lotto numbers. If they were smart, they’d be selling advertising and giving me a share”
I couldn’t agree more 
There are a lot of issues around a state owned platform running commercial ads but that’s a story for another time.
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17
Strategy Institute’s Digital Signage Investor Conference
Filed Under Advertising, Digital Signage, Event | Leave a Comment
I have to admit, I’m kinda excited about this one and, from the sounds of it, this year’s Digital Signage Investor Conference will be packed to the gills.
I participated in this conference last year (although it feels like 2 years ago now) and spoke on a panel with David T. from channelM and Art from Arena Media. It was a spirited, fun talk.
This year, I have the pleasure of speaking again with Chris Borek (who apparently hasn’t submitted his photo and bio to Strategy Institute 
) who has been key in building up Target’s Digital OOH capabilities. We’ll be having a fun convo around the benefits, both in and out of retail, of advertising models, what works and what doesn’t. Having spent the last 6 months with VCs, I’m pretty sure I’ve got a few things to say to those interested in sourcing interest
Event details: Tuesday, October 6 & Wednesday, October 7, 2009 | Embassy Suites New York | New York City
Hope to see you there!
From the Strategy Institute’s Web Site:
Past, Current and Future: Learning from the Past and Progressing for Success
One way money is made in the industry is via the ad-based model…and this is not without its challenges. Join this session to review how the model has grown and evolved. Also hear how in-store networks can generate revenue beyond non-endemic ads.
Ad-based model cost structures and partnerships
Opportunities for endemic advertising, in-store sales lift, sponsorship and more
What’s working, what’s not and factors for success
Get knowledge to help you determine the potential of an investment, buyout or sale of a network.
 Chris Borek,Senior Manager, Digital Marketing, Target |
 Rob Gorrie,President & Founder, Adcentricity |
Sep
16
ARF Outdoor Numbers for Review
Filed Under Advertising, digital ooh, metrics | Leave a Comment
Jeff Atley, my business partner at ADCENTRICITY, forwarded me a great piece assembled by the ARF on Outdoor advertising.
Well worth a read! It goes over case study after case study. Recall, sales lift, drive to web, etc all show large jumps. It also covers some in-store numbers and goes over “WHY” outdoor (or OOH) works….which I think we could associate DOOH with as well.
…a neat compilation – especially when other numbers and studies on DIGITAL OOH are showing 2-4 times the awareness and recall of static OOH. It’ll be nice when some of the full blown studies get done in our medium
You can read it here Does Out of home advertising work
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