Retail Media Insights - Consumer Insights for Digital Retail Media
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Retail Media Insights - Consumer Insights for Digital Retail Media

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In developing digital retail media networks, the needs and wants of the consumer should be the primary consideration. Consumer insights are the foundation for successful digital retail media strategy ...

In developing digital retail media networks, the needs and wants of the consumer should be the primary consideration. Consumer insights are the foundation for successful digital retail media strategy and advertising sales.

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Retail Media Insights - Consumer Insights for Digital Retail Media Retail Media Insights - Consumer Insights for Digital Retail Media Presentation Transcript

  • Consumer Insights for Digital Retail MediaThe Foundation for Network Strategy and Ad Sales
  • Bio
    20-year career in media and marketing research
    Advertising, media, retail and technology expertise
    Former VP, Research & Shopper Insights at InStore Broadcasting
    Designed media planning systems at Nielsen IMS
    Media planner at Hal Riney & Partners
    John Morgan
    Founder and President
  • Presentation Overview
    Learn From Past Mistakes
    Know Your Audience
    The Ad Sales Challenge
    Audience Measurement
    Ad Sales Strategies
  • Learn From Past Mistakes
    The list of failures in this industry is long
    Tesco TV
    Meijer
    McDonald’s
    Albertsons
    Subway
    Many others
    In their rush to deploy networks, they all forgot the most important consideration…
  • Numero Uno
    THE
    CONSUMER
  • Know your Audience:Consumer Research
    Consumer research will help you understand
    Audience demographics
    Age, gender, income, education
    Segmentation used for media planning and buying
    Audience psychographics
    Attitudes, opinions
    Audience behavior
    Product, media consumption
  • Know your Audience:Strategic Decisions for Network Design
    Consumer insights drives network strategy
    Purpose / objective (entertainment, loyalty, information, advertising)
    Content / subject matter
    Content format (single- or multi-pane, programming / advertising mix, etc.)
    Content loop length
    Frequency of play, refresh
  • Know your Audience:Relevance is Everything
    Only after leveraging consumer insights to truly understand your audience can you begin to think about advertising sales
    Unless consumers are actively engaging with and paying attention to your screens, any ads you place on them are worthless
  • Know your Audience:Relevance is Everything
    How well do you know your audience?
  • The Ad Sales Challenge: Convincing Ad Planners
    Establishing a spot on the advertising media plan is difficult
    Planners tend to use proven, “safe” media
    “Why should I divert ad dollars from TV?”
    New media typically relegated to “experimental” budget
    DOOH comprises just $2B of the over $600B total ad/marketing spend
  • The Ad Sales Challenge: Prove it to Me
    Planners demand third-party audience verification
    Most digital retail media networks can’t afford the big media research companies
    Advertisers/agencies won’t spend big ad $ without third-party research
  • Audience Measurement: Valuating Your Network
    Don’t guess to impress
    3rd party data strengthens pitch to media planners, investors and other business partners
    Audience measurement will help guide ad sales strategy
    How many ad impressions does your network deliver?
    How much should you charge advertisers?
    What is the revenue potential of your network?
    Does your network compare favorably to other media?
  • Audience Measurement: Sources
    Sources for audience measurement
    Proprietary sources
    Traffic, visitors, transactions, members
    Syndicated research sources
    National surveys
    Industry research
    Primary research
    Custom studies for your specific needs
    Third-party auditing required
  • Ad Sales Strategy:Audience Profile
    Tell a story about your audience
    Who are they?
    Where do they live?
    What do they do for fun?
    What products do they buy?
    Why is this audience a good fit for your client’s product?
  • Ad Sales Strategy:Audience Segmentation
    Segment your audience to better match advertiser targets
    Demographic
    Day of week/Time of day
    Geographic
    Behavioral
    Frequent visitors
    23% have young children
    41% shop
    mid-day
  • Ad Sales Strategy:Contextual Relevance
    Target advertisers that are relevant to your medium
    The content and context offer more relevance and “engagement” for some brands
    Use consumer insights to discover purchase behaviors that index high for your audience
  • The Proof is in The Numbers
    Our Services
    Audience Measurement and SegmentationAdvertising Sales and Marketing StrategyConsumer Insights for Content GuidanceAdvertising Campaign ROI Analysis
    Research Methods
    Syndicated Research Sources
    Matched Panel AnalysesConsumer Intercept SurveysObservational Studies
    Clients we Serve
    Advertisers and AgenciesMedia Network OperatorsRetailers and Venue OwnersInvestors
    John Morgan
    Founder and President
    Retail Media Insights
    john@retailmediainsights.com
    www.retailmediainsights.com