OK, so I have mixed feelings about this! While they do seem to be driving sales, it worries me that in many cases, people are just moving their existing spot inventory into the retail locations. Do we really want to move the entire broadcast commercial model into the store???
Flat-screen displays bearing advertisements are no longer just flashy versions of print ads. Now they're being networked, so that the in-store messages they bear can be changed from a central location to target various audiences and even different inventory levels.
...commissioned a study by Arbitron comparing the reactions of consumers exiting a mall with traditional ads, versus those exiting a mall with digital displays. People who saw a consumer electronics ad on a digital display had an 88% higher recollection of it than those who saw the ad in print. And their intent to purchase the item advertised was 111% higher than the control group, according to Arbitron.
Creating the right content for this burgeoning ad medium is not just a matter of repurposing TV ads. "We typically restrict spots to 15 seconds," says Lou Giacalone, an AdSpace founder. "You want an ad to have motion to attract attention and then present a clear, actionable message. There's no room for storytelling."
Maybe this is one of my problems with this whole new shift. Maybe it's just me, but I think that it should always be about storytelling. Even if it is only a 15 second spot. And, it should be part of the story of the entire retail experience, not just a commercial placed into retail!
One restaurant we worked with saw same store sales increase 8% after the displays went in," says IBM digital media marketing executive Keith Myer. Soft drink sales spiked 12% when sodas were featured on the displays.
Of course, right now they seem to be very successful at driving sales! So, maybe Im wrong on this one? Any comments from our readers???
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