Retail Media Insights - Digital Retail Media Measurement & Metrics
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Retail Media Insights - Digital Retail Media Measurement & Metrics

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In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media ...

In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media.

Highlights include:
• Digital Retail Media Defined
• Value Propositions for Consumers, Retailers and Advertisers
• Digital Retail Media Measurement
• Measuring Advertising Campaign Effectiveness

About the Presenter:
John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.

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Retail Media Insights - Digital Retail Media Measurement & Metrics Presentation Transcript

  • 1. Digital Retail MediaMeasurement & Metrics
  • 2. Bio
    • 20-year career in media and marketing research
    • 3. Advertising, media, retail and technology expertise
    • 4. Former VP, Research & Shopper Insights at InStore Broadcasting
    • 5. Designed media planning systems at Nielsen IMS
    • 6. Media planner at Hal Riney & Partners
    John Morgan
    Founder and President
  • 7. Presentation Overview
    Digital Retail Media Defined
    Value Propositions for Consumers, Retailers and Advertisers
    Digital Retail Media Measurement
    Measuring Advertising Campaign Effectiveness
  • 8. We have learned new ways to interact with media and brands
  • 9. What is Digital Retail Media?
  • 10. Digital Retail Media Defined
    A communications network that uses digital technology to deliver audio, video or audiovisual content to an audience in a retail environment.
  • 11. Digital Retail Media Venues
    If you come, they will build it
    Bars & Restaurants
    Specialty Retail
    Hair & Nail Salons
    Health Clubs
    Medical & Dental Offices
    Transit
    Veterinarian
    Grocery & Convenience Stores
  • 12. Digital Retail Media is not TV
    Differences from traditional media
    Transient audience
    Not the primary focus of attention
    Differences from static OOH media
    Video and/or audio
    Time component
  • 13. What are the Value Propositions?
    Advertisers
    Retailers
    Consumers
  • 14. Value Proposition for Consumers
    Entertain, educate and/or inform
    Navigation
    Money-saving offers
    Time-saving offers
    The consumer must come first—know your audience!
  • 15. Value Proposition for Retailers
    Improve the customer experience
    Increase overall sales
    Support and enhance loyalty programs
    Generate advertising income
    Learn more about your customers
  • 16. Value Proposition for Agencies & Advertisers
    Relevant content, context
    Receptive audience
    At or near the point-of-purchase
    Quantifiable measures of advertising ROI
  • 17. Digital Retail Media Measurement
  • 18. Measuring Advertising Effectiveness
    “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
    Late-1800s
    John Wanamaker
    Department store owner
    Considered the “father of modern advertising”
  • 19. Measuring Advertising Effectiveness
    “Improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.”
    Co-founded in 1936 by the ANA and AAAA
  • 20. ARF 360 Model
  • 21. ARF 360 Model
  • 22. ARF 360 Model: Audience Count and Attention
    1: Vehicle Access
    =
    Venue Traffic
    2: Opportunities-to-See
    =
    Network Traffic & Dwell
    3: Eyes-On / Ears-On
    =
    Network Audience
  • 23. ARF 360 Model: Measuring Consumer Thoughts and Intentions
    Surveys
    Neuromarketing
    4: Ad Attentiveness
    =
    Relevance / Ad Recall
    5: Ad Processing
    =
    Message Recall
    6: Impact
    =
    Purchase Intent
  • 24. ARF 360 Model: Measuring Consumer Behavior
    QR code scans
    Interactions
    Sales
    7: Advertising Response
    =
    Brand Engagement
    8: Brand Access
    =
    Brand Distribution
    9: Sales Response
    =
    Sales
  • 25. ARF 360 Model: Measuring ROI
    10: Loyalty Response / Lifetime Value
    =
    Campaign ROI
    Loyal customers
    Brand advocates
    Positive return on advertising investment
  • 26. Measuring Audience Count and Attention
    In-house
    Traffic, visitors, transactions, members
    Syndicated
    Simmons, MRI, Scarborough
    Custom
    Consumer surveys, cameras, observation
    Third-party auditing required
  • 27. Measuring Advertising Effectiveness
    “The biggest cost of advertising is ads that do not work.”
    Present day
    Erwin Ephron
    Advertising Research Federation Lifetime Achievement Award recipient
    Market Research Council “Hall of Fame” member
  • 28. Measuring Consumer Thoughts and Intentions
    Recall and Purchase Intent
    Surveys
    Relatively inexpensive
    Recruitment can be difficult
    Neuromarketing
    Great for lab work
    Expensive, impractical
    Only a proxy for desired behavior
  • 29. Measuring Consumer Behavior: QR Code Scans
    Incorporate unique QR code for each campaign, location
    Coupon, discount or deal
    Sweepstakes entry
    Additional product information
    Product demonstration video
    Still need to know potential audience to calculate response rate & effectiveness
  • 30. Measuring Consumer Behavior:QR Codes for Savings
    Scan me!
    DSE Q1 2011 Business Barometer
    Discount Code 
    DSF Members receive a $50 discount off of the $145 DSE Q1 2011 Business Barometer from the Digital Signage Expo.
  • 31. Measuring Consumer Behavior: Interactions
    For screens that allow interactivity
    # of interactions
    Stickiness (time spent interacting)
    Data capture (consumer input)
    Interactions relative to network traffic
    Need to know audience potential to calculate response rate & effectiveness
  • 32. Measuring Consumer Behavior:Sales Lift
    Retailer
    Items per transaction
    Dollars per transaction
    Category sales lift
    Repeat visits
    Advertiser
    Item sales lift
    Brand sales lift
    Household penetration
    Trial / repeat
  • 33. Measuring Advertising ROI:Experimental Designs
    Robust test design is critical to valid measurement of changes in consumer behavior
    Matched Panel
    Latin Square
    Did advertisement X truly cause behavior Y?
  • 34. Presentation Summary
    Digital Retail Media networks that focus on providing value to consumers also benefit retailers and advertisers
    Digital Retail Media networks require unique methods of audience measurement
    Digital Retail Media campaigns can be optimized through testing and measurement
  • 35. 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