Converting A Retailer To A

Media Owner!

Free
Tickets?
YES / NO

1 Viewer 2 Action 3 Response

1
 A two week campaign
• Combine Screens and Bluetooth in 15
Deli de Luca Stores in Oslo
• Download free extreme sport clippings
Last ned
innhold fra • Catch 15 787 phones (100%)
Deli?

JA/NEI • Accessed 2 489 real people (15,8 %)

• Redemption 922 downloads (37 %)

A two week campaign

• Combine Screens and Bluetooth in 15
Deli de Luca Stores in Oslo
• Free trial with Personal trainer
Motta tilbud • Catch 25 828 phones (100%)
Fra Golds
Gym?
• Accessed 3 749 real people (14,5%)
JA/NEI
• Redemption 1 231 customers (37 %)

2
 A two week campaign
• Combine Screens and Bluetooth in Oslo
DOOH Network
• Free Fanta Videos every day
Motta tilbud • Catch 146 000 phones (100%)
Fra Fanta?

JA/NEI • Accessed 26 000 real people (17,8%)

• Redemption 9 200 downloads (35,4 %)

http://www.futureline.no/flash/iumfanta.html

Compound annual growth rate 29%

Due to…
to…
• Poster to screen
• Increased response
• Actuality
• Cost efficiency
€626m rev. in 2012

3
Are You Evolving With The Rest Of Us?

4
 Sales Process Money From Two ”Pockets”

Framework
Retailer Media Company

=
Jo

Supplier
s
in

le
sa
tM

Advertiser
ng
ar

si
ke

ti
t in

er
dv
g

A
sa
le
s

Supplier: Advertiser:
Sales Director
Marketing Director
Competition:
Other Retailers providing Joint Competition:
Marketing Other Media
Product:
New Digital & Interactive Product:
program Response Media

5
CONCEPTUAL

Ideal Key Findings In Pilot ?

• Strengthening Sales & Visits

• Increasing Joint Marketing
• 3rd party advertising revenue potential
• More measurable and targeted campaigns
• KPI and Best Practice

People will shop more & complain less!

6
 ILLUSTRATIVE CATEGORY GROWTH
ILLUSTRATIVE

Identifying Zones In Retail

Product x%
Category y%
Total Retailer z%

Benchmark and sales analysis

10,00 %

15,00 %

20,00 %

25,00 %

30,00 %
0,00 %

5,00 %
(intern infokanal?)
Mobil Phone Cards (kiosk)

Bakrom
Razorblades e.g Gilette

Dipers

Wet Sauces

ri S Chocolate package
Go
dte KA k a one
ss
ad 4
SS
ED
ri ISK isk Ticket Lottery
dte /F
Go ER
SK Water
VA
RE
R
”inndrager”

Chocolate pieces
Sone 1

Revenue Growth - Category level

Dry Sauces

Non alcohol Beer

Div
ers
e Newspapers (kiosk)

Frys
Soft Drinks 1,5 L +
Div
ers
e Preecooked meat
KA
FF
E Marinert kalkunfilet
So rg

Kjøl
E
ne

FF
to

Fresh coffe
KA
2

Chew and pastils

Div
ers
Kjøl

e Diary e.g. yoghurt

Canned Soft drinks

Torg
”inndrager”

Juice
Sone 1

Prepared susages
Sone 3

Soft Drinks 0,5 L

dukter
skepro
Olje / va Jam

Blader Fresh prepared fish

Bread

Butter

Mais, Landlord

Mobil Phone Cards (grocery)

7
 Key Findings
Screens in stores provide a significant boost for
individual products, a modest boost for product
categories and a satisfactory boost for the store’s
overall turnover giving ROI.
Out of 9 identified zones we found 4 giving positive results.

Out of 19 screens we identified 5 representing more than 95% of the results

Out of 3 screen formats we found 1 giving the best results

Out of 30 product categories we found 8 representing more than

90% of the results

New vs. Recurring Visits

Example: by piloting a month we find 50% are new

customers (no previous visits) and the rest
represent recurring customer visits.
FINDINGS OSLO CITY SHOPPINGMAL

8
 Identify Prime Time Within Categories
Visit & Purchase average day
25000

20000

15000

10000

5000

0
12-19 år 12-24 år 25-34 år 25-39 år 35-44 år 45-54 år 55 år +

-5000

Før kl.10.00 Mellom kl.10.00 og 12.00 Mellom kl.12.00 og 14.00 Mellom kl.14.00 og 16.00
Mellom kl.16.00 og 18.00 Mellom kl.18.00 og 20.00 Etter kl.20.00 Ikke noe bestemt tidspunkt

ILLUSTRATIVE

CatchTheEye Key Performance Index

1. Screen placement
2. Editorial content
3. Broadcasting schedule
4. Creative solutions
5. Official coverage figures
within OOH Digital media
distribution
6. Official rating figures for
targeted audience

9
% Channel identity 1

% Retail content 2

% Supplier Content 3

% Editorial Content 4

% 3rd party advertising 5

Value Driver Through Weekly Eyeballs

• Media Value
– Retailer value as mass-media
– Value and currency of retailer customers
• Media Effect & Measurement
– Expected sales increase
– Expected response and redemption
– Expected increase in store visit and traffic

10
 How to build the Digital Out
of Home media category
3
By introducing new
price models based
e.g. on redemption

2
By proving effect of
digital and interactive
marketing

1
By converting Retailers
to media owners and
build Networks

Deli de Luca Network

Strategic screen placement by coffee machine, cold drinks and entrance

Broadcast 24/7, 365 days a year. Scheduled loop is 3,5 minutes,
equivalent with average OTS time, giving 480 spots a day.

10,7% weekly saturation of Oslo & suburb media district!

• 129 410 unique potential viewers a week (OTS)
• Frequency is 1,6 a week
EXAMPLE

11
 Media ranking (%) URBANOS
Target group: Media district Oslo Or Asker/Bærum Or Lillestrøm And age 15 - 34
70 %
Weekly saturation (%)

x
60 % Mi
VG

2
TV tt
50 % Ne
VG
E
FR
TV N-
1 o MA
K t.n nX
NR ad
e
rge X
40 % bl o iX
g m R
Da n et
te ad n
o s bl ag te
np ag et nd Af n
fte D in Sø lg fte .no
A as Sa a tt
e ten sten os
n
ag ste g ng ne
30 % Am np
o r s o
No po np ba
n tU nt
er
te ia ften fte r de Io )
A f d A U la e r n er lo
Me A gb sid n
. uk e EB Os
Da le Fin (4V3 rg W on
Gu no T No .n
o gri
Ki TV sn eø
RH
m e
sitog ka
p
ia e ns io
20 % ed S te ad å )
m Vi R er
er t P3 o g N uk ye se an
g
tr K r (P24 t Naøvnid
us NR He no DeG
Ill Ki
t
tS
Ne
V
2
10 % TV

0%

Top 30 media ranking & coverage (size of target group 247 967)

Source survey: Taylor Nelson Forbruker & Media '08/2 - MGI

Retailer Commercial Opportunity

Get to new revenuestreams through

• Strategy | the implementation of media product & services
• Positioning | advertiser market definition and organization
• Partner | ideas are easy, implementation is hard and that’s
where the money are!

12
Decision Points and Next steps

• Goals, what and how to measure

• When and how to Pilot

• Significance level of findings

• Screens as a part of a response strategy

• Commercial partner business model

13