[insert brand agency name] October 2004
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Agenda
Macro context
Focus on Retail and Brands: a new communication opportunity
Digital View : an overview
Next Steps
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An opportunity for a partnershipbetween
A leading brand agency&
A leading digital media network provider
to provide
Integrated instore creative solutions to the UK retail sector
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Macro context Advertising: Major brand agencies beginning to exploit
out-of-home media networks
Fragmenting market, consumers on the move
Advertising revenues looking for newer more effective media
Retail and outdoor becoming the new media channel and a
focus for greater proportion of brand spend - networks
springing up in an a-z of outdoor and instore locations
Technology: Latest display and video distribution technologies are driving a revolution in digital comms
In outdoor and retail environments traditional poster media
is fast being replaced by high impact audio visual
information
Screens ever cheaper – allowing wider utilisation
Can be located anywhere – opening new areas for media
Digital provides 2 way communication – key new
communication and feedback capability
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Focus: The Retail Environment Retailer Brand Communication Priorities
Differentiation of retail environment
Retail “theatre” and improved shopping experience
New product launches and product promotion in store
Customer communication and feedback (Loyalty cards, CRM)
Staff communication & service (Training, Corporate comms)
Asset management (Sweating property assets, new revenue
streams)
Brand Communication Priorities
Leverage ATL spend effectively in store – better overall ROI
Cut through presence in store – on shelf, category leadership
Better product benefit communication - information, simulation
and demonstration
Better consumer feedback and interaction
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Why is Digital Media relevant to agencies in Retail? Promotion of Product in store:
Power of point of decision Faster product uplift – better demonstration Less POP waste Brands leverage ATL spend & grabbing greater share of overall Brand spend
Consumer communication Quicker more effective refreshing of store environment Better CRM data loop with richer information with greater interaction with existing loyalty
platforms Part of lowering cost of consumer acquisition
Staff communication & control Better central control of communication (product & service benefits leads to better service) Better brand value from more effective staff training
Asset management Incremental revenue streams
Logistics Flexible content: addresses tactical logistic / promotion issues
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Digital Media Networks offer significant value to creative and media agencies today
DMNs offer creative agencies and their clients a new execution channel
high impact creative brand campaigns that can outperform reach, frequency, uplift
and recall results of traditional TV
New “fit-for-small-screen” instore campaigns requires new creative approach not
re-hashed ads.
DMN’s offer wider, stronger client relationships
Deepening and extending retail strategy projects
Increase fee and retainer revenues
Add client relationship value with differentiated creative and planning solutions
Differentiate new client pitch work
Working with Digital View offers access to ready-made knowledge, content management and display to implement new client initiatives
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DV: Our profile
Digital View is a leading marketing services partner for companies looking to use digital media solutions in the retail and out-of-home captive audience environments.
5 years experience and more than 25,000 digital displays at point of sale, and 2,500 connected systems
Digital View develops marketing communication and in-store promotional campaigns that combine; technology, content and design, with first class support and day-to-day network management
Supported by in-house expertise in retail marketing, creative media production, media sales & remote content distribution.
European operations based in Central London with International operations in HK, USA and Canada .
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DV: Integrated digital media network solutions
Media strategy and communication objectives Integrated marcoms for store and customers plus KPI’s
Bespoke content development Branded channel identity and programming
Media plan & packaging to meet objectives Media sales strategy tools, advertising packages and pricing
Network planning and content scheduling Network structure and content management plan
Media playback technology Right for location, optimised technology, reliable & robust
Secure & scalable central network and control Secure, central network management software, 10,000+ screens
Network support planning 100% network visibility and proactive issue resolution
Data feedback and measurement KPI measurement and response planning on near real time basis Project Management
Installation & on-going service management contracts
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DV: Our approach: the net result DV networks deliver:
The right dynamic video content Relevant media strategy to satisfy the need
DV networks use:
The right display medium to suit the environment The right technology to ensure robust operation
DV networks are:
Scaleable, centrally controlled and updateable Offer full 24 hour client visibility, accountability and central field
data analysis Backed up by experienced installation, support and day-to-day
network management
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DV: Our track record - tried & tested across the A-Z of digital media
Media Networks:Retailer Networks: MFI & Mark’s WorkWear HouseBrand Networks: Camelot & JMLRetail Advertising Networks: i-vu & Pharmacy ChannelOutdoor Advertising Networks: Warner Howard & FreephoneCommunity Information Networks: CCNTransport Networks: Heathrow Express, KCRC, Buses & Taxis
Point of Sale Media Systems:Retail Fixture Installations: Nokia, 3G, Tissot, Schipol Duty FreeShelf Edge Installations: Starbucks, Lego, Hasbro, PersilRetailer Installations: Toys R Us, Meijers, SafewaysRetail Design Installations: L’Oreal, Procter & GambleVending Installations: Walls, BAT, Uit Agenda & Total
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DV: Our retail proposition andproducts operate at all levels instore Broadcast: common denominator
About ambience About entertainment About awareness
Narrowcast: about creating customer communities About addressing specific target groups About where group and environment meet
1-2-1: about customer decision support & messaging at
PoP About direct response About information & education and influencing behaviour About loyalty About why you as an individual buy
Th
e s
helf
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ge
Cate
gory
Level
Sto
re L
evel
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DV: A ready-made content management and delivery service
Campaign Planning, Management and Measurement
Campaign Planning and Scheduling Campaign Delivery & Control Campaign Measurement and Reporting
System performance measurementand monitoring
Educational
Brand builder
Interstitial
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DV: A proven, fit-for-purpose, integrated delivery platformContent Delivery Network
Network Support Helpdesk
Media System Technology
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Discussion & next steps
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