Out-of-Home Digital Media are - Cleverdis

SMARTreport
A New Era of Point of Purchase
(POP) Promotions
A White Paper compiled by MediaTile
A new era is upon us – the move from
paper-based point-of-purchase promotions
to digital signage. Recently, digital signs
have been popping up everywhere in retail
environments. With 70% of today’s
consumer purchase decisions made at the
shelf, more and more vendors are
increasing their point-of-purchase
promotional budgets in an effort to directly
influence consumer purchase decisions.
Combined with today’s lackluster TV, radio
and print advertisement effectiveness, more
than $40 Billion of the $165 Billion spent
each year on advertising by US vendors
will move to new advertising mediums
within the next five years. These mediums
include Out Of Home (OOH) Digital Media
networks, mobile and Internet based
mediums among others. According to
recent research reports, sales of products
promoted across Digital Signage Networks
rose by as much as 300%. It’s no wonder
that more and more retailers and vendors
are adding in-store digital signage to their
marketing and promotional plans.
Advantages of Networked
Digital Signage:
Attract – Digital Signs use video and flash
– they are bright, colorful and full of sound
and motion, attracting more consumers to
the products that are being digitally
promoted in the store.
Influence – Digital Signs influence
consumer purchase decisions with
compelling demonstrations, lifestyle selling,
entertainment and more detail than paper
promotions.
Uplift – Digital Signs have demonstrated
that they can increase product sales by as
much as 300%, and are ideal for product
tie-ins, cross-selling and other multi-product
promotions.
Comply – Digital Signs ensure that all stores
have received and are playing the vendor’s
product message; they do not require instore
personnel, managers or others to take
any action.
38 / Out of Home Digital Media SMARTreport January-July 2008
Deliver – Digital Signs can accept the
delivery of scheduled and approved
promotions to thousands of stores
automatically and virtually instantly.
Target – Digital Signs can accept targeted
messages on a per device, per store, or per
region basis, enabling the right message to
reach the right consumer.
Train – Digital Signs can help train retail
sales associates better understand the
products in their category through ongoing
exposure to promotions, or access to
additional information.
The Drawbacks of Wi-Fi /
Ethernetbased Networked
Digital Signage: Infrastructure
Although Digital Signage Networks provide
a breakthrough in product visibility,
positioning, and instant message delivery,
Digital Signs that are connected through
Satellite or DSL services have traditionally
required an in-store network using Ethernet,
Wi-Fi or Bluetooth. These solutions have a
major drawback: the requirement of in-store
IT infrastructure.
Infrastructure Cost – Network infrastructure
is expensive to purchase, deploy and
maintain – in many cases the hardware and
networking infrastructure and deployment
costs can exceed $10,000 per store, not
including ongoing support fees.
Infrastructure Complexity – Networked
infrastructure is complex – stores must be
refitted with new hardware and networking
infrastructure that may have to be updated
or replaced within a short 2 to 3 years.
Infrastructure Time – Networked
infrastructure takes time to deploy – because
each store has to be refitted, many
departments will be involved, including
finance, operations, IT, and marketing.
Infrastructure Security – Networked
infrastructure that uses Wi-Fi or Bluetooth
wireless networking could present security
risks whereby hackers could push
inappropriate content to store displays.
Infrastructure Maintenance – Networked
infrastructure requires maintenance and
support by expensive IT professionals that
must visit each store on a regular basis.
The MediaTile Solution
MediaTile is the world’s first provider of
cellular-based digital signage networks.
MediaTile enables retailers, brands,
banks, facilities and narrowcasters of all
types to deploy digital signage networks
in far more places, in much less time, and
realize ROI sooner. With our unique and
patent-pending cellular-based approach,
our award winning Digital-Sign-in-a-Box
and web-based Broadcast Portal, we've
made on-site network management,
application software, and upgrades a
thing of the past. The MediaTile Solution
is the first Digital Signage Network
system that completely eliminates the
need for, and the problems and costs
associated with, infrastructure-based
systems. Now you can realize all the
advantages of digital signage without
any of the headaches. MediaTile
products and services are available
worldwide through our affiliate offices.
For more information visit:
www.mediatile.com
© Photo: MediaTile
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