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Another example of smart place-based media is showing up in shopping carts.
MediaCart has designed carts with the help of Microsoft and Wakefern (the merchandising and distribution arm of ShopRite stores). When customers use their store loyalty cards and online shopping lists, the data is received by the carts, which can help direct customers to the items on their list. It can also tell customers when items are on sale and link the user to relevant health and recipe information for the items they are buying. Advertisers also benefit from the ability to analyze ad performance data and make special offers to particular customers. Other systems being tested will link to consumers' mobile phones, sending offers directly to their handheld phones when they move past a "smart" display.
For these new technologies to get wider use, metrics to measure the effectiveness of in-store media have to be standardized. A consortium of manufacturers and retailers came together in 2007 and created the In-Store Marketing Institute to create the Pioneering Research for an In-Store Metric (PRISM). Nielsen was picked to be their preferred research partner. After a year of testing, PRISM is ready for commercial rollout as a syndicated data service from Nielsen's new in-store media unit.
Nielsen's store audits allow it to answer three basic questions: How many people were in the store? What marketing messages did they see? How did those messages affect sales?
There are many different media players jumping on the place-based media wagon. CBS acquired SignStorey in 2007, which reaches 150,000 shoppers per month in over 10,000 locations. This entity is now known as CBS Outernet and has content partnerships with Meredith, the publisher of Better Homes & Gardens and Family Circle, to deliver appropriate content to shoppers at place of purchase.
PRN has a content partnership with NBC Universal, while ABC has one with the InStore Broadcasting Network located in more than 15,000 grocery and drug stores, as well as specialty clothing retailers.
In this ever-changing media and retail environment, technology continues to push everyone towards ever more personalized content and marketing messaging. In a short time, marketing messages may find you wherever you are. It is truly a 24/7 marketing media world.
Excerpts reprinted by permission of strategy+business, copyright 2008 Booz & Company, all rights reserved.
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