By Laura Davis-Taylor

 

Finally, digital signage for retail is becoming an accepted media. As our medium becomes more established, however, there’s no surprise that it’s starting to creep along the adoption path that many media venues before have already tread. And, as it does, a pesky question consistently comes up that some camps are far too quick to confidently answer: what works?

As an individual who spent 15+ years in the traditional and interactive advertising space, I’ve been down a bumpy road in how to answer this question. That road has never been bumpier than now, because even the things that have traditionally “worked” in mainstream media vehicles have begun to unravel. So, based on my experience, I would like to give those of you wrestling with this question in relation to digital signage a solid strategic foundation on which to operate.

Mar 27, 2008 - 5:10:24 PM

By Laura Davis-Taylor

At new year’s beginning, I’ll cut to the chase. Numbers are being crunched,  and budgets are being honed for 08. What will happen, or should happen, if the writing on the wall or in the books points toward tougher going  in 2008 due to economic fluctuations and spending cuts? Will new at-retail tools, including in-store digital media, make further progress against stumbling older tools? Or will they too become budget cut victims?

The retail outlook and 2008 budgets
As we are being hit by some analysts with a panic-laced outlook on retail spending and the 2008 economy, many are concerned about the impact on our industry and what has appeared to be steady progress towards strategic innovation. It doesn’t help that 2007 is not panning out as a banner sales year for most retailers, the holiday quarter is being viewed with some trepidation and the effects of the 2008 election year are upon us.
A Consumer Reports study published in March recognized that consumers are tightening their wallets—so retailers will need to sharpen their pencils. In response, many retailers and CPG’s are going all out with their marketing to let consumers know that there are great holiday deals to be had. But what happens to those budgets after the Holidays, particularly if consumers continue to batten down the hatches on their wallets? Will retailers and brands embrace the financial challenges and forge ahead with innovations or will they fall back into past behaviors and retreat into their comfort zone?

Jan 17, 2008 - 2:48:03 PM

By James Tenser, VSN Strategies

Performance metrics linked to sales and profits are twice as desirable as in-store Gross Rating Points or other third-party ratings, according to a new survey from consulting firm VSN Strategies. Findings from the Retailativity Study of Shopper Media Network Practices and Trends suggest that so-called “in-store GRPs” may not be adequate to support strategy and practice for in-store advertising media, including the emerging digital networks.

Apr 11, 2007 - 10:24:37 PM

Positioning Retail Media in a default advertising propositionmay undervalue the opportunity.
Dec 21, 2006 - 4:40:19 PM

rbitron Inc. and VNU has announced that Wal-Mart has signed a subscription agreement for the pilot panel of "Project Apollo."
Dec 21, 2006 - 3:59:19 PM

VNU Announces Nielsen In-Store.VNU has announced plans to launch an in-store measurement service built on the P.R.I.S.M. study conducted in early 2006.
Dec 21, 2006 - 3:55:20 PM

MARI Launches UK and US Field Trials
Dec 21, 2006 - 3:52:35 PM

Guy Steven Vaughan, Director, Retail Marketing In-store Services Limited, updates the industry on latest industry efforts to develop shopper engagement metrics models, including the efforts of the Marketing at Retail Initiative (MARI).

Oct 13, 2006 - 4:18:33 PM

Research shows that more than two-thirds of purchase decisions are made at retail, as the shopper stands in front ing and merchandising play an important role in the impact on buying decisions, and the challenge is to communicate effectively during the short period of time a shopper is standing in front of a shelf browsing.
Oct 13, 2006 - 3:51:42 PM

Digital media has rapidly evolved with the growing expectation on the part of many consumers that the kind of information and interactivity that they have come to expect from their home computers should be available to them in a retail store environment. The question on the minds of retail many executives is how do we (or do we?) take this novelty and make it a part of our efforts to improve the customer experience within the in-store environment? And how do we measure its effectiveness?
Oct 13, 2006 - 3:30:45 PM